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being_an_effective_seo_within_your_or-tony_adam.ppt being_an_effective_seo_within_your_or-tony_adam.ppt Presentation Transcript

  • Being an Effective SEO within your Organization Tony Adam November 11 th , 2008
  • About Tony Adam - How I got here?
    • SEO Manager @ Yahoo!
    • My Background:
      • Technology Consulting, Sales, BizDev, etc.
      • SEO Evangelism
      • Program/Project Management
    • Where you’ll find me:
      • http://tonyadam.com/blog
      • http://twitter.com/tonyadam
  • How do you start being effective?!
    • Get an understanding for the People you work with and interact with.
    • Find out who the business stakeholders are in your organization.
    • Know what projects are in progress and if there is any opportunity to create SEO Projects.
  • Take a moment… It is extremely important to understand the “Company Culture”
  • How do you learn the “Company Culture”
    • Are you in an organization that moves quickly? Slowly?
    • What are the personality types? How do you interact with them?
    • Who can you approach to move your agenda?
    • Be patient and grow thick skin.
  • Build Relationships and Partnerships
    • Create relationships with the right people.
      • At Yahoo!, we call these people our “SEO BFF’s.”
    • Partner horizontally with anyone and everyone.
      • I’ve found working with Standards teams are your best in.
    • Make Friends
      • Hang out with people
      • Have “Dates”
      • Drive By’s!
  • Be Everywhere and Get Integrated
    • Integrate into Processes:
      • Planning & Strategy (get on the release calendar)
      • Design & Development (Review Meetings, Guidelines, etc.)
      • QA (Ensure things are built correctly)
      • Go to Market (Blogging, Social Media, PR, etc.)
    • Leads & Review Meetings are VERY important!
  • Set and Manage Expectations
    • What do you plan on achieving and can it be quantified?
    • When are you planning on getting it done by?
    • Be clear about the expectations.
    • Pick your battles wisely.
  • Creating SEO Guidelines
    • Build SEO Guidelines into Product Development:
      • Content & Copy
      • User Experience & Design
      • Engineering/Development
      • General Guidelines…
    • Review Product Specs
  • Broaden Your Audience…Reach Everyone
    • Train the entire organization on SEO
    • Push out SEO Knowledge through:
      • Internal Blogs
      • Internal Wiki
      • Newsletters
    • Setup Office Hours
      • “ SEO Hours”
  • Be Passionate and Evangelize SEO
    • Be passionate, bring tons of energy & get people excited about SEO.
    • Get SEO into every conversation possible.
    • Find people that will be your “Mini SEO Evangelists” within your Organization
    • Talk about Success Stories
  • The Quick and Dirty Key Takeaways
    • Understand the Company Culture
    • Build Relationships and Partnerships
    • Get Integrated into Processes and Manage Expectations
    • Create SEO Guidelines
    • Train and push knowledge to everyone possible
    • Show your passionate and get people excited
  • THANK YOU!
    • Tony Adam - SEO Manager at Yahoo!
    • [email_address]
    • Where to find me:
    • http://tonyadam.com/blog/
    • http://twitter.com/tonyadam
    • Text “follow tonyadam” to 40404
    • [email_address]