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Prophets of Shaky Ground
Future-proofing Your Organization and Search Strategy in an EverEvolving Landscape

Presented by:...
About Me
Keith L. Goode
Position: SEO Technology Lead
Company: Dell
Experience:
• 15+ years in online
• Formerly with:
– S...
Prior Presentations

www.slideshare.net/AustinOtaku

@keithgoode

+KeithGoode

www.linkedin.com/in/keithlgoode
My Goals for this Discussion
• Prognostication: What is the
future of in-house SEO
teams?
• Preparation: How do you get
ah...
My Goals for this Discussion
Protection: The ideas and statements in this presentation do not
necessarily reflect the opin...
Goal #1:

PROGNOSTICATION

@keithgoode

+KeithGoode

www.linkedin.com/in/keithlgoode
Prognostication
My Common Thread:
The Democratization of SEO
• Traditional SEO Orgs
represent cloistered
knowledge and act...
Prognostication
My Common Thread:
The Democratization of SEO
• Traditional SEO Orgs
represent cloistered
knowledge and act...
Prognostication
Ye Olde Search Team Structure
SVP, Marketin
g
Business
Intelligence

Search Guru

Director of
Search

SEO ...
Prognostication
Search Moves from a Cloistered Group to an Embedded Function

Marketing
Director

IT /
Development
Busines...
Prognostication
Why do I think this will happen?
• Proactive Link Building is history.
• Writing SEO copy is history.
• Ke...
Prognostication
Good site architecture, coding, design and usability are not
distinct from SEO-recommended best practices....
Goal #2:

PREPARATION

@keithgoode

+KeithGoode

www.linkedin.com/in/keithlgoode
Preparation
Training for Your Company
• SEO becomes Educator
• Develop your training
approach
– Full curriculum (Med-Lg)
–...
Preparation
Transforming Your Team
• From Operational to
Functional
• From Cloistered Knowledge
to the Dissemination of
Kn...
Preparation
Inspiring Curiosity and
Creativity
• Your team should be:
–
–

–

Reviewing blogs daily
Looking at site rankin...
Preparation
Embedding Your Assets
• Insert your SEOs into:
–
–
–
–
–

Core Development Teams
Scrum Sessions
Major Project ...
Goal #3:

PRESCRIPTION

@keithgoode

+KeithGoode

www.linkedin.com/in/keithlgoode
Prescription
Requisite Questions for Building a Strategy:
• What is my goal?
– This quarter?
– The next 6 months?
– This f...
Prescription
Requisite Kick-off Activities:
• Site Audit
– Architecture (Internal link
equity)
– Coding (Geo-targeting,
se...
Prescription
Requisite Kick-off Activities:
• Establish your baseline
Analytics
• Fetch your baseline keyword
ranking data...
Prescription
My Toolkit:
• seoClarity
• Omniture
• GWT & BWT
• Moz Pro Dashboard
• MajesticSEO
• Open Site Explorer
• Scre...
Prescription
Setting Expectations
• Incorporate technical fixes
into IT Roadmap
• Modify your goals for the
scenarios in w...
Prescription
Recruiting your SME’s
• If content is king, awesome
content is king-ier
• Engage your SMEs to write
about the...
Prescription
Rinse and Repeat
• Once you know what you
need to do, when you plan
on doing it, and who’s going
to help, set...
Conclusion
• SEO as an industry is evolving away from operational activities.
–
–

Evolve your team accordingly.
Modify yo...
The End

THANK YOU!

@keithgoode

+KeithGoode

www.linkedin.com/in/keithlgoode
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Prophets of Shaky Ground - Pubcon Austin 2014

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Keith Goode's discussion of SEO strategy in the changing landscape of SEO. His discussion covers his predictions for the future of SEO, how to prepare your team for that future, and how to build a strategy from the ground up. #pubcon #pubcon155

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Prophets of Shaky Ground - Pubcon Austin 2014

  1. 1. Prophets of Shaky Ground Future-proofing Your Organization and Search Strategy in an EverEvolving Landscape Presented by: Keith L. Goode SEO Technology Lead, Dell #Pubcon #Pubcon155 @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  2. 2. About Me Keith L. Goode Position: SEO Technology Lead Company: Dell Experience: • 15+ years in online • Formerly with: – Sparefoot, Director of SEO – Builders Digital Experience, SEM Manager – HomeAway, SEO Team Lead @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  3. 3. Prior Presentations www.slideshare.net/AustinOtaku @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  4. 4. My Goals for this Discussion • Prognostication: What is the future of in-house SEO teams? • Preparation: How do you get ahead of the curve? • Prescription: What are the best techniques for developing a strategy? @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  5. 5. My Goals for this Discussion Protection: The ideas and statements in this presentation do not necessarily reflect the opinions of Dell Inc. but are based on my personal experience in the SEO Industry. Tl;dr: Be kind, and remember that: Keith Is Not Dell @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  6. 6. Goal #1: PROGNOSTICATION @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  7. 7. Prognostication My Common Thread: The Democratization of SEO • Traditional SEO Orgs represent cloistered knowledge and activities serving the company @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  8. 8. Prognostication My Common Thread: The Democratization of SEO • Traditional SEO Orgs represent cloistered knowledge and activities serving the company • Companies will become “SEO-Conscious Organizations,” replacing many operational SEO roles @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  9. 9. Prognostication Ye Olde Search Team Structure SVP, Marketin g Business Intelligence Search Guru Director of Search SEO Manager Paid Search Manager Social Media Manager SEO Analyst PPC Analyst Social Media Analyst SEO Analyst PPC Analyst Social Media Analyst SEO Analyst PPC Analyst Social Media Analyst Courtesy: Paul Bruemmer “Building an Enterprise-Level Search Marketing Team” Part 1 and Part 2. @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  10. 10. Prognostication Search Moves from a Cloistered Group to an Embedded Function Marketing Director IT / Development Business Intelligence SEO Guru Development Manager Business Intelligence Architecture Manager Social Media Guru Design Manager Product Marketer @keithgoode +KeithGoode Services Marketer SEO Guru Solutions Marketer Paid Search Manager www.linkedin.com/in/keithlgoode
  11. 11. Prognostication Why do I think this will happen? • Proactive Link Building is history. • Writing SEO copy is history. • Keyword data in analytics is history. • Inauthentic social promotion could be next. Conversely, the following have increased in importance: • Site speed and performance • Mobile readiness • Local optimization (geo-targeting, etc.) • User interaction with your site (social promotion, search relevance, UGC, etc.) @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  12. 12. Prognostication Good site architecture, coding, design and usability are not distinct from SEO-recommended best practices. As organizations begin to see them as synonymous, architects, designers, developers and content writers will become SEO practitioners, and SEO practitioners will become guides, responsible for ongoing assessment and instruction. @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  13. 13. Goal #2: PREPARATION @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  14. 14. Preparation Training for Your Company • SEO becomes Educator • Develop your training approach – Full curriculum (Med-Lg) – Lunch & Learns (Sm-Med) – Individual sessions • Customize your training – Development Track – Content Track – Social Track Watch my interview with SEOInhouse.com’s Jessica Bowman at https://www.youtube.com/user/SEOinhousevideo/videos *See my previous Slideshares for more information @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  15. 15. Preparation Transforming Your Team • From Operational to Functional • From Cloistered Knowledge to the Dissemination of Knowledge • From Passive Reporting to Active Monitoring and Testing @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  16. 16. Preparation Inspiring Curiosity and Creativity • Your team should be: – – – Reviewing blogs daily Looking at site ranking and analytics Asking why things happen • Your team should not be: – – – Waiting for instructions from you. Lacking in curiosity If they’re any of these, fire them! They’re dead weight. @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  17. 17. Preparation Embedding Your Assets • Insert your SEOs into: – – – – – Core Development Teams Scrum Sessions Major Project Teams User Acceptance Testing Roadmap Planning Teams • Require SEO Sign-off on site changes • Codify Site-wide Guidelines and Standards and Update Them Often @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  18. 18. Goal #3: PRESCRIPTION @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  19. 19. Prescription Requisite Questions for Building a Strategy: • What is my goal? – This quarter? – The next 6 months? – This fiscal year? • • • • • Where am I now in relation to those goals? How will I measure my progress? What can I control? What things outside of my control will affect my progress? What small, digestible mini-goals will lead me to my goal? @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  20. 20. Prescription Requisite Kick-off Activities: • Site Audit – Architecture (Internal link equity) – Coding (Geo-targeting, semantic markup, clean code, The Basics) – Content (Evergreen vs. Fresh, UGC) – Sitemaps and Robots – Inbound Link Assessment @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  21. 21. Prescription Requisite Kick-off Activities: • Establish your baseline Analytics • Fetch your baseline keyword ranking data • Do a competitive analysis to see what your competitors are doing right • Look for low-hanging fruit/quick wins – This legitimizes your efforts quickly and gives you ammo for additional efforts @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  22. 22. Prescription My Toolkit: • seoClarity • Omniture • GWT & BWT • Moz Pro Dashboard • MajesticSEO • Open Site Explorer • Screaming Frog • Excel • Notepad++ @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  23. 23. Prescription Setting Expectations • Incorporate technical fixes into IT Roadmap • Modify your goals for the scenarios in which: – All of your IT Requests are fulfilled – Some of your IT Requests are fulfilled – None of your IT Requests are fulfilled @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  24. 24. Prescription Recruiting your SME’s • If content is king, awesome content is king-ier • Engage your SMEs to write about their area of expertise – Example: Google’s Developers Blog or its Webmaster Help videos • Incorporate incentives for participation and social promotion @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  25. 25. Prescription Rinse and Repeat • Once you know what you need to do, when you plan on doing it, and who’s going to help, set your quarterly and annual goals • Review your goals and reassess your site and your team regularly and update appropriately @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  26. 26. Conclusion • SEO as an industry is evolving away from operational activities. – – Evolve your team accordingly. Modify your expectations (and those of your executives) accordingly. • As SEO changes, the organizations that wish to participate online need to develop “SEO Consciousness.” – – – Train your organization to understand SEO best practices. Democratize SEO responsibilities where appropriate. Embed your SEOs into site processes to monitor for areas of improvement. • Your strategy should be a living document. – – Nurture it with continuous site improvement and great content. Update it as necessary to account for internal and external changes to the search landscape. @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode
  27. 27. The End THANK YOU! @keithgoode +KeithGoode www.linkedin.com/in/keithlgoode

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