“ From Dashboard   To Success and Leveraging 3 rd  Parties with Your In-House SEO Team " In-House SEO Team Building a...
Who’s the Cpt. Of the In-House SEO Team?     <ul><ul><li>Internet Marketer  </li></ul></ul><ul><ul><ul><li>13 years experi...
Why You Should Build a &quot;Dashboard&quot; to Report ROI of SEO? <ul><li>Creating a &quot;dashboard&quot; which tracks a...
<ul><li>Analytics Page </li></ul><ul><ul><li>Organic Search Metrics </li></ul></ul><ul><ul><ul><li>Search Engines </li></u...
<ul><li>Call Metrics Page </li></ul><ul><ul><li>Total Phone Calls </li></ul></ul><ul><ul><ul><li>Internet </li></ul></ul><...
<ul><li>Leads & Conversion Page </li></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><ul><li>Paid </li></ul></ul></ul><ul...
<ul><li>Demographic Conversion Page </li></ul><ul><ul><li>Conversions by </li></ul></ul><ul><ul><ul><li>State </li></ul></...
Building The In-House SEO Team <ul><ul><li>Webmaster </li></ul></ul><ul><ul><ul><li>Experienced HTML, Java, PHP developer ...
Services That Can Complement Your  In-House SEO Team (When to Outsource) <ul><li>Third Party Applications </li></ul><ul><u...
What To Look Out For When Hiring A  Consultant: Complements not Supplements <ul><li>Make certain that the consultant has t...
Conclusion   <ul><ul><li>A successful In-House SEO Team is one that has the “backing” of corporate and which can be graded...
Thank You <ul><li>Follow me, I’m  @PeterLeshaw  on Twitter </li></ul><ul><ul><li>Connect with me on  Linkedin.com/In/Peter...
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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.

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

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

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