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