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SEO Clients Take Action
Benj Arriola
VP SEO, Internet Marketing Inc.
SEO Conference Speaker
2014 Clarity ‘14, eMarketing
Conference, SEO Summit, TRSA
Sales & Marketing Summit
2013 SMX, PubCon, IMC, IRCE,
EmMeCon, Emory University,
eMarketing Conference
2012 IABC, OMS, MORCon
2011 SEMCon, MORCon, Bataan
Bootcamp
2010 PubCon, San Diego eCommerce
Summit, SEMCon
2009 SMX, SEMCon
2007 SEMCon
Multiple SEO Contest Winner
2009 SEO Contest by
NetBuilders.org - 4th
2008 Promote Your Business SEO
Contest by Branders.com - 2nd
2008 SEOContest2008 by UK
Webmaster World - 2nd
2007 SEO World Championship
by Get Updated - 1st Place
2006 Vogermilten SEO Contest - 1st
Place
Benj Arriola
VP SEO
Internet Marketing Inc.
benj@internetmarketinginc.com
@benjarriola
So What? I’m Paying You Anyway
Freelance SEO, SEO Boutique & the Digital Agency
Freelance SEO Small SEO Business Large Digital Agency
Same Onpage SEO, Same Offpage SEO
 Smaller Client Larger Client 
Specialized Comprehensive Integrated
 Less Pages, Less Keywords More Pages, More Keywords 
 Less Stakeholders More Stakeholders 
 Simple Technology Complicated Technology 
 More Action Less Action 
No Action = No Results, No Results = No Renewal
SEO Implementation Triple As
Action Acceptance Assurance
SEO Center of Excellence
Education &
awareness program
bringing all
stakeholders to a
common level of
SEO understanding.
This avoid delays
and push backs
caused by multiple
layers of approval or
a lack of knowledge.
SEO Center of Excellence - 4Ts Hierarchy of Needs
Teamwork
Talent
Training
Tools
Teamwork
Talent
Training
Tools
SEO Center of Excellence - 4Ts Hierarchy of Needs
Teamwork
Talent
Training
Tools
Teamwork
Talent
Training
Tools
Marketing
Knowledge
Content
Writing
Knowledge
Technical
Knowledge
Great
SEO
Copywriters,
Social Media
Managers,
PR Staff
Web Designers, Web
Developers, Network
Administrators
Executives, CEO,
CMO, CFO
Different stakeholders look at KPIs differently. Use right tools to present these properly
Marketing
Department
Marketing
Knowledge
Content
Writing
Knowledge
Technical
Knowledge
Great
SEO
Copywriters,
Social Media
Managers,
PR Staff
Web Designers, Web
Developers, Network
Administrators
Executives, CEO,
CMO, CFO
Different stakeholders look at KPIs differently. Use right tools to present these properly
Marketing
Department
SEO Center of Excellence - 4Ts Hierarchy of Needs
Teamwork
Talent
Training
Tools
Teamwork
Talent
Training
Tools
SEO
On-Page
Server
Settings
& Code
Web Designers,
Web Developers,
Network
Administrators
Content Writers
Off-Page Links
Buzz Makers,
Viral Marketers,
Content
Promotion
Content
Marketing
SEO Diagnostics
Content Marketing
Foundational
Continuous
Different stakeholders get the same general training, but different specialized training
SEO
On-Page
Server
Settings
& Code
Web Designers,
Web Developers,
Network
Administrators
Content Writers
Off-Page Links
Buzz Makers,
Viral Marketers,
Content
Promotion
Content
Marketing
SEO Diagnostics
Content Marketing
Foundational
Continuous
Different stakeholders get the same general training, but different specialized training
SEO Center of Excellence - 4Ts Hierarchy of Needs
Teamwork
Talent
Training
Tools
Teamwork
Talent
Training
Tools
Strategy – Alignment of strengths with
0pportunities
Leverage team member’s strengths with
the appropriate SEO task.
Know who else is needed on the team.
Guide for hiring
Define roles and responsibilities
on who does what when there
are actionable SEO
recommendations
Leverage the right talents for the right SEO task
Strategy – Alignment of strengths with
0pportunities
Leverage team member’s strengths with
the appropriate SEO task.
Know who else is needed on the team.
Guide for hiring
Define roles and responsibilities
on who does what when there
are actionable SEO
recommendations
Leverage the right talents for the right SEO task
SEO Center of Excellence - 4Ts Hierarchy of Needs
Teamwork
Talent
Training
Tools
Teamwork
Talent
Training
Tools
Synergistically working together
Common understanding
More approvals & less push back
Streamlines the process
Action leads to results.
Results gives more renewals.
Summary
No Action = No Results, No Results = No Renewal
Action Acceptance Assurance
Teamwork
Talent
Training
Tools
Thanks! Questions?
Benj Arriola
VP SEO, Internet Marketing Inc. http://bit.ly/clarity14

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SEO Clients Take Action

  • 1. SEO Clients Take Action Benj Arriola VP SEO, Internet Marketing Inc.
  • 2. SEO Conference Speaker 2014 Clarity ‘14, eMarketing Conference, SEO Summit, TRSA Sales & Marketing Summit 2013 SMX, PubCon, IMC, IRCE, EmMeCon, Emory University, eMarketing Conference 2012 IABC, OMS, MORCon 2011 SEMCon, MORCon, Bataan Bootcamp 2010 PubCon, San Diego eCommerce Summit, SEMCon 2009 SMX, SEMCon 2007 SEMCon Multiple SEO Contest Winner 2009 SEO Contest by NetBuilders.org - 4th 2008 Promote Your Business SEO Contest by Branders.com - 2nd 2008 SEOContest2008 by UK Webmaster World - 2nd 2007 SEO World Championship by Get Updated - 1st Place 2006 Vogermilten SEO Contest - 1st Place Benj Arriola VP SEO Internet Marketing Inc. benj@internetmarketinginc.com @benjarriola
  • 3. So What? I’m Paying You Anyway
  • 4. Freelance SEO, SEO Boutique & the Digital Agency Freelance SEO Small SEO Business Large Digital Agency Same Onpage SEO, Same Offpage SEO  Smaller Client Larger Client  Specialized Comprehensive Integrated  Less Pages, Less Keywords More Pages, More Keywords   Less Stakeholders More Stakeholders   Simple Technology Complicated Technology   More Action Less Action  No Action = No Results, No Results = No Renewal
  • 5. SEO Implementation Triple As Action Acceptance Assurance
  • 6. SEO Center of Excellence Education & awareness program bringing all stakeholders to a common level of SEO understanding. This avoid delays and push backs caused by multiple layers of approval or a lack of knowledge.
  • 7. SEO Center of Excellence - 4Ts Hierarchy of Needs Teamwork Talent Training Tools
  • 8. Teamwork Talent Training Tools SEO Center of Excellence - 4Ts Hierarchy of Needs Teamwork Talent Training Tools Teamwork Talent Training Tools Marketing Knowledge Content Writing Knowledge Technical Knowledge Great SEO Copywriters, Social Media Managers, PR Staff Web Designers, Web Developers, Network Administrators Executives, CEO, CMO, CFO Different stakeholders look at KPIs differently. Use right tools to present these properly Marketing Department
  • 9. Marketing Knowledge Content Writing Knowledge Technical Knowledge Great SEO Copywriters, Social Media Managers, PR Staff Web Designers, Web Developers, Network Administrators Executives, CEO, CMO, CFO Different stakeholders look at KPIs differently. Use right tools to present these properly Marketing Department SEO Center of Excellence - 4Ts Hierarchy of Needs Teamwork Talent Training Tools Teamwork Talent Training Tools SEO On-Page Server Settings & Code Web Designers, Web Developers, Network Administrators Content Writers Off-Page Links Buzz Makers, Viral Marketers, Content Promotion Content Marketing SEO Diagnostics Content Marketing Foundational Continuous Different stakeholders get the same general training, but different specialized training
  • 10. SEO On-Page Server Settings & Code Web Designers, Web Developers, Network Administrators Content Writers Off-Page Links Buzz Makers, Viral Marketers, Content Promotion Content Marketing SEO Diagnostics Content Marketing Foundational Continuous Different stakeholders get the same general training, but different specialized training SEO Center of Excellence - 4Ts Hierarchy of Needs Teamwork Talent Training Tools Teamwork Talent Training Tools Strategy – Alignment of strengths with 0pportunities Leverage team member’s strengths with the appropriate SEO task. Know who else is needed on the team. Guide for hiring Define roles and responsibilities on who does what when there are actionable SEO recommendations Leverage the right talents for the right SEO task
  • 11. Strategy – Alignment of strengths with 0pportunities Leverage team member’s strengths with the appropriate SEO task. Know who else is needed on the team. Guide for hiring Define roles and responsibilities on who does what when there are actionable SEO recommendations Leverage the right talents for the right SEO task SEO Center of Excellence - 4Ts Hierarchy of Needs Teamwork Talent Training Tools Teamwork Talent Training Tools Synergistically working together Common understanding More approvals & less push back Streamlines the process Action leads to results. Results gives more renewals.
  • 12. Summary No Action = No Results, No Results = No Renewal Action Acceptance Assurance Teamwork Talent Training Tools
  • 13. Thanks! Questions? Benj Arriola VP SEO, Internet Marketing Inc. http://bit.ly/clarity14