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

“ 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)

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

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

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

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

by Peter Leshaw on Nov 11, 2011

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