Peter Leshaw's #PubCon Prezo: From Dashboard to Success and Leveraging 3rd Parties with Your In-House Team Building & Training
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Peter Leshaw's #PubCon Prezo: From Dashboard to Success and Leveraging 3rd Parties with Your In-House Team Building & Training

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From 2011 Las Vegas Pubcon. Tuesday 11/8/2011 Session D: In-House Team Building and Training.

From 2011 Las Vegas Pubcon. Tuesday 11/8/2011 Session D: In-House Team Building and Training.

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Peter Leshaw's #PubCon Prezo: From Dashboard to Success and Leveraging 3rd Parties with Your In-House Team Building & Training Peter Leshaw's #PubCon Prezo: From Dashboard to Success and Leveraging 3rd Parties with Your In-House Team Building & Training Presentation Transcript

  • “ From Dashboard   To Success and Leveraging 3 rd Parties with Your In-House SEO Team " In-House SEO Team Building and Training Pubcon Las Vegas 2011 Presented By: Peter Leshaw In-House SEO Team Builder and Interactive Strategist Blue Interactive Agency @peterleshaw Linkedin.com/in/peterleshaw
  • Who’s the Cpt. Of the In-House SEO Team?    
      • Internet Marketer 
        • 13 years experience.  
        • LinkedIn.com/in/PeterLeshaw
      • Core Competency: Internet Lead Generation via
        • Search Engine Optimization
        • Paid Search, PPC
        • Web / Content Generation
        • Email Marketing
        • Affiliate Marketing
        • Reputation Management
        • Social Media Marketing
        • Webmaster Outreach (Link Building)
      • Goals as an In-House SEO are to always perform!
        • Get "the suits" on your side
        •   Increase ROI
  • Why You Should Build a "Dashboard" to Report ROI of SEO?
    • Creating a "dashboard" which tracks and reports all metrics which are relevant to ROI from each online marketing channel including SEO, can help you get "corporate" on your side.
      • In-House SEO, like most SEM efforts, are performance driven initiatives.  
      • It may take longer to recognize success from SEO but measuring it in short term increments can enlighten you to see daily trends.
      • Ability to make "snap" SEO decisions to keep up with competitors and market trends are very important to long term success. As long as you can make educated choices.
    @peterleshaw Linkedin.com/in/peterleshaw
    • Analytics Page
      • Organic Search Metrics
        • Search Engines
          • Total Referrals
          • Total Keywords
      • Paid Search Metrics
        • Total Clicks
        • Total Conversions
        • Total Spend
        • CTR
        • Cost Per Lead (CPA)
    @peterleshaw Linkedin.com/in/peterleshaw
    • Call Metrics Page
      • Total Phone Calls
        • Internet
        • Yellow Pages
        • Local
        • Sales Team
        • Other Call Sources
      • Total Chat Sessions
        • Internet
          • Paid
          • Organic
          • Micro-Sites
          • Other
    • Leads & Conversion Page
      • Internet
        • Paid
        • Organic
        • Local
        • Affiliates
        • Etc
      • Non Internet Leads
        • Yellow Pages
        • Partnerships
        • Local Marketers
    @peterleshaw Linkedin.com/in/peterleshaw
    • Demographic Conversion Page
      • Conversions by
        • State
        • Gender
        • Marital Status
        • Other
      • Identified our target demographics on Facebook and other social networks
      • Able to identify short term trends to keep momentum trending upwards
      • Determine where market-share is being lost and able to identify where to invest.
  • Building The In-House SEO Team
      • Webmaster
        • Experienced HTML, Java, PHP developer
        • Manages All Web mastering, coding, design.
      • Copy Writer
        • Knowledge of Industry
        • Press Releases
        • Sales & Marketing Copy 
        • a little SEO or Direct Marketing can't hurt 
      • SEO Specialist
        • In charge of Keyword Inventory / Sandbox
        • Report on all Web Traffic Analytics and Trends, benchmarking
        • Go to person for keyword research and suggestions.
        • Outlines and assigns all metas, descriptions, links
        • Outreach, link builder. Copy Writer's Pimp.
      • Social Media Manager 
        • Manages all Status updates & discussions
        • Monitors comments & social mentions
        • Writes Daily Blog Posts
    • Optional Hires
    • Pay Per Click Specialist*
    • Project Manager*
    • Graphic Designer
  • Services That Can Complement Your In-House SEO Team (When to Outsource)
    • Third Party Applications
        • Call Tracking
            • WhosCalling
            • VoiceStar
        • Direct Response
            • Website Alive
            • LivePerson
        • Conversion Analysis
            • LiveBall by Ion
            • Crazy Egg
        • Affiliate Management
            • ShareASale
            • ClickShare
    • Consultants
        • Usability
        • Media Buying & Planning
        • PPC Maintenance
        • Training / Team Building
        • Lead Generation
        • Staffing
        • Data Aggregation
        • Webmaster Outreach
        • Creative
        • Multimedia
        • Video Production
  • What To Look Out For When Hiring A Consultant: Complements not Supplements
    • Make certain that the consultant has the same understanding and approach to SEO as your team. (Best Practices Approach)
    • No Stepping On Toes!
    • Comfortable in the roll as Consultant.
    • Not Too Opportunistic
    • Understands the Chain of Command and Commutation Protocols
    @peterleshaw Linkedin.com/in/peterleshaw
  • Conclusion
      • A successful In-House SEO Team is one that has the “backing” of corporate and which can be graded in short term over long term results.
      • A successful dashboard is one that provides the metrics necessary to make day to day business and marketing decisions.
      • Outsourcing is a key to success. Great for team building. Improves workflow.
  • Thank You
    • Follow me, I’m @PeterLeshaw on Twitter
      • Connect with me on Linkedin.com/In/Peterleshaw
    • I can help build you an In-House SEO Team powered by performance driven ROI.
          • Checkout Blue Interactive Agency .com