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BUILDING FOR SEO WITHOUT
A DEDICATED RESOURCE
Missi Carmen
VP, SEO
2
#C3NY
1. There is no way we can address all of your requests for go live?
2. I didn’t know you needed to be involved.
3....
3
#C3NY
• Misconception:
– SEO is a job description, a person or a team.
• Reality:
– SEO is a process.
– SEO is a team cu...
4
#C3NY
• My Background:
– Marketing meets IT.
– ESTJ (Extravert, Sensing, Thinking, Judging)
• ESTJ is outspoken, a perso...
SEO WITHIN THE
ORGANIZATION
Who has time to embrace SEO?
6
#C3NY
• Study*: Respondents asked to
identify all of the job functions
they were involved with.
• Findings: “Most search...
7
#C3NY
WHERE IN THE WORLD IS SEO
Organization placement could impact SEO productivity and awareness.
http://chameleon.con...
MAKING THE CASE
Shifting Organization Perspectives to Include SEO
9
#C3NY
1. Prepare monthly reporting (high-level)
2. Conduct keyword research
– Striking distance and emerging
3. Stay on ...
10
#C3NY
1. SEO Office Hours: Great way for people to come and ask questions.
– Be the guru! Be the go-to person.
– HOW SE...
11
#C3NY
Focus: Five Ws (who, what, where, when, why)
Schedule: Piggy back on existing team meetings
SEO Coffee Talk Agend...
12
#C3NY
1. Get out of your chair!
2. Identify key stakeholders: Ask questions and listen.
– Share the SEO why behind the ...
13
#C3NY
1. Align with Department Goals:
– Know what matters to the business.
– Map projects to goals/KPIs by presenting S...
14
#C3NY
1. Great for Short-term projects:
— Wireframes, code review, copywriting, link building,
training.
2. Outsource R...
MAKING THE CASE
Shifting Executive Buy-In to Include SEO
16
#C3NY
1. Executive sponsorship
for building SEO team
– Educate and empower
your Executive Sponsor
with high-level SEO
i...
17
#C3NY
2. Use objective measures for comparisons (Goobly-gook!)
– Score campaigns or business lines with a search score ...
18
#C3NY
4. Make SEO part of the regular workflow with ease
– Understand current workflow within other departments and mer...
TAKEAWAYS
All good things must come to an end
20
#C3NY
1. SEO Success
– Much of SEO success lies in the perception of the current SEO program and
the current resources ...
21
#C3NY
5. Be Aware of Politics!
– Be aware of it and either try to avoid the conflict OR…
– Bring organization to the ta...
MISSI CARMEN, VP OF SEO
mcarmen@mtb.com
linkedin.com/in/missicarmen
@missmktr
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C3 2014 Breakout Missi Carmen

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C3 2014 Breakout Missi Carmen

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C3 2014 Breakout Missi Carmen

  1. 1. BUILDING FOR SEO WITHOUT A DEDICATED RESOURCE Missi Carmen VP, SEO
  2. 2. 2 #C3NY 1. There is no way we can address all of your requests for go live? 2. I didn’t know you needed to be involved. 3. Do you need to be involved? 4. We didn’t have SEO include in the original project scope 5. I don’t know SEO so I didn’t include it in the project brief. 6. We went with that product name because it was “brand-right”. Who cares what the customers call it? 7. I just don’t understand the value of SEO 8. Can you teach me quick SEO? 9. Can you put some numbers behind that? 10.They’ll never go for it. 11.This is how it’s always been done. SEO BROKEN RECORD Do any of these statements sound familiar?
  3. 3. 3 #C3NY • Misconception: – SEO is a job description, a person or a team. • Reality: – SEO is a process. – SEO is a team culture. – SEO is any input that engines use to rank pages. – SEO is anything that people or technology do to influence ranking elements. Ultimately, everyone is responsible for and can contribute to SEO. COMMON CHALLENGE FOR ALL ORGANIZATIONS SEO is still the least understood area of marketing today http://partnerwithsheena.com/wp-content/uploads/2014/08/internet-marketing-terms-glossary.png
  4. 4. 4 #C3NY • My Background: – Marketing meets IT. – ESTJ (Extravert, Sensing, Thinking, Judging) • ESTJ is outspoken, a person of principles, which are readily expressed. ESTJ is not afraid to stand up for what he/she believes is right even in the face of overwhelming odds. • My Work: – Construction Engineer • Deals with the designing, planning, construction, and management of infrastructures (highways, bridges, roads) – Detective • Collects forensic evidence to solve crimes. Interviews informants, suspects and witnesses. • Keeps detailed records. Follow up on leads. Prepare investigative reports. MY STORY Who is Missi? What is she really like? http://milhouseinc.com/wp-content/uploads/2012/04/Construction-Engineering-large-July-5.jpeg http://s392.photobucket.com/user/DryKid/media/NoirDetective.jpg.html
  5. 5. SEO WITHIN THE ORGANIZATION Who has time to embrace SEO?
  6. 6. 6 #C3NY • Study*: Respondents asked to identify all of the job functions they were involved with. • Findings: “Most search marketers perform an average of five job functions in addition to their core responsibilities.” Takeaway: Many SEO responsibilities that are successful come with increasing appreciation and awareness within the organization. WEARING MULTIPLE HATS Have our responsibilities and priorities changed? http://moz.com/blog/4-essential-seo-infographics Fighting for SEO Channel, Voice, Budget, 65% Surviving, 6% Social Media, 6% SEO Tactics, 25% How SEOs Really Spend Their Time *2006 Study by iProspect and Juniper Research
  7. 7. 7 #C3NY WHERE IN THE WORLD IS SEO Organization placement could impact SEO productivity and awareness. http://chameleon.conductor.com/blog/wp-content/uploads/sites/5/2011/08/SEO-in-the-org-350.png http://www.conductor.com/blog/2011/08/thoughts-on-where-seo-belongs-in-the-organization/ http://ww2.conductor.com/rs/conductor2/images/Conductor-Why_2013_Year_SEO.pdf • 2011: SEO in Marketing, Product, Technology and Web Operations — SEO on Product teams more successful • 2012: SEO has matured in the organization, with increased resources, budget and technology adoption — 16% had SEO in its own department — 65% say natural search is influences revenue strategy (SEW & Conductor study “Why 2013 is the Year of the SEO”)
  8. 8. MAKING THE CASE Shifting Organization Perspectives to Include SEO
  9. 9. 9 #C3NY 1. Prepare monthly reporting (high-level) 2. Conduct keyword research – Striking distance and emerging 3. Stay on top of duplicate content issues 4. Maintain good site structure & speed 5. Local SEO (if applicable) 6. Conduct or get a site audit – Create an easy to read scorecard or roadmap of current SEO on/off-page priorities ATTACK THE LOW-HANGING FRUIT High value things you can do in the least amount of time http://magazine3.magazine3.netdna-cdn.com/blog/wp-content/uploads/2014/07/SEO-tips.png SEO maintenance
  10. 10. 10 #C3NY 1. SEO Office Hours: Great way for people to come and ask questions. – Be the guru! Be the go-to person. – HOW SEO impacts them and WHAT can be done about it collaboratively. 2. SEO News Resource: Filter relevant news, add your spin and tailor it for team priorities or business goals. – Send out SEO articles in-house. – Outline HOW changes impact departments and WHAT can be done about it. 3. SEO Education Activities: Invest time in regular SEO activities to keep the topic alive. – Meetings with a Purpose, SEO Task Force (Seasonal), Training, SEO Coffee Talk BUILD AN SEO EDUCATION PROGRAM No introverts allowed! Start on an SEO quest. SEO awareness
  11. 11. 11 #C3NY Focus: Five Ws (who, what, where, when, why) Schedule: Piggy back on existing team meetings SEO Coffee Talk Agenda (example): 1. New “Pigeon” Algorithm (impacts to Retail, Social & Local SEO) 2. Foursquare to Swarm & Yelps New Video Feature (impacts Social & Retail) 3. Google Adds Images to Quick Answers (impacts Media, Investors, Social & Retail) 4. Paid Search Spend in Q2, Mobile Up 98% (by Covario) (impacts Marketing) 5. SEO Strategy: What Is Really Needed (impacts everyone) SAMPLE SEO EDUCATION PROGRAM SEO Coffee Talk: 15-minute download of what happened in the world of Search and how those changes impact Teams. SEO audience
  12. 12. 12 #C3NY 1. Get out of your chair! 2. Identify key stakeholders: Ask questions and listen. – Share the SEO why behind the what, because understanding builds a sense of ownership. 3. Discover internal advocates: Those an interest can be your allies, eyes and ears. – Make them co-trainers. Give them kudos and brag about a job well done to their boss. 4. Get SEO involved: Early in development process. – Example: If UX/UI team has a style guide, ask if you can incorporate SEO guidelines for internal linking, ALT text, and headlines. 5. Create department internal “aids”: Documentation or best practices early on to avoid repeating mistakes. – Jessica Bowman, founder and CEO of SEO In-House uses the word “aids” not checklists because they are not always definitive. BUILD AN INTERNAL ARMY OF SEO’S Create goal alignment to help others understand and embrace the impact of SEO. SEO impact
  13. 13. 13 #C3NY 1. Align with Department Goals: – Know what matters to the business. – Map projects to goals/KPIs by presenting SEO techniques and initiatives that can help. – Position projects that benefit the customer or other teams before someone has a chance to push back on a pure SEO project. 2. Align with Reporting: – Know what matters to the business…again! – Choose tools that give you actionable info and show executives how SEO initiatives contributed to the bottom line. – Synch SEO reporting into other teams metrics. Make your job easier not harder. DON’T ALWAYS PITCH YOUR PROJECTS AS “SEO” Building a case for that dedicated resource http://seodoze.com/wp-content/uploads/2014/06/seo_1.jpg
  14. 14. 14 #C3NY 1. Great for Short-term projects: — Wireframes, code review, copywriting, link building, training. 2. Outsource Recommendations: – Create a relationship with an agency that offloads workload. 3. Outsourcing cons: – Dependent on individuals and agency turnover. – Limited access to full business scope or access based on your availability. Follow through: You’re going to get busy. Don’t assume that just because you’ve hired them that things are being handled well. OUTSOURCING & CONTRACTORS An extension of your SEO initiative. “top three reasons for using an outside provider for search engine optimization as opposed to doing it in-house are lack of in-house skills (44%), too-time consuming (41%) and lack of in-house tools and technology (38%).” SEMPO’s 2011 State of Search Marketing Report
  15. 15. MAKING THE CASE Shifting Executive Buy-In to Include SEO
  16. 16. 16 #C3NY 1. Executive sponsorship for building SEO team – Educate and empower your Executive Sponsor with high-level SEO insights that are or will direct impact a project, a team or a campaign. – Their initial impression with you and SEO is key to the success of the program sponsorship. EXECUTIVE BUY-IN: 5 KEYS TO CREDIBILITY Gaining the channel recognition for the needed SEO resource SEMPO’s 2011 report: Challenges for Managing SEO
  17. 17. 17 #C3NY 2. Use objective measures for comparisons (Goobly-gook!) – Score campaigns or business lines with a search score using measurements based on competitive research, geo, site performance, pre & post. – Prove the SEO impact to the business by translating SEO initiatives into revenues or success metrics 3. Establish concrete milestones throughout the project/campaign – Provides team and executives with paced channel performance against established objectives. If SEO succeeds, attention is gained. – Visible progress and success measurement are critical to communicate expectedly, on a consistent basis; not by request. EXECUTIVE BUY-IN: 5 KEYS TO CREDIBILITY Gaining the channel recognition for the needed SEO resource
  18. 18. 18 #C3NY 4. Make SEO part of the regular workflow with ease – Understand current workflow within other departments and merge SEO activities into their existing process. – Incorporate your SEO reporting with their dashboard for an all up executive view. 5. Create a sense of SEO comradery – A little competition never hurt anyone! SEO achievements that gain the recognition of a C-Suite with a little fun can go a long way. – Even weekly report cards on performance with gold stars for top performing business units brings a new take on weekly reports. • Example: Zebra report card EXECUTIVE BUY-IN: 5 KEYS TO CREDIBILITY Gaining the channel recognition for the needed SEO resource
  19. 19. TAKEAWAYS All good things must come to an end
  20. 20. 20 #C3NY 1. SEO Success – Much of SEO success lies in the perception of the current SEO program and the current resources at play… evaluate yourself 2. Uphill Battle – Embrace that SEO is never easy. Many teams face a battle when looking to add a dedicated resources. – Reach out to your SEO community for feedback and support. 3. Structure and Workflow – Make SEO part of everyone’s jobs. Get SEO involved early and find your internal army (product managers, developers, key stakeholders). 4. Avoid SEO Pitfalls – Not speaking up. Not communicating wins & losses. Spread the love to those who have helped you succeed! ESTABLISHING THE CASE FOR A DEDICATED RESOURCE Summing up the components to build a case.
  21. 21. 21 #C3NY 5. Be Aware of Politics! – Be aware of it and either try to avoid the conflict OR… – Bring organization to the table and merge ideas. 6. Align with Departments Goals – How they are measured? Don’t forget to explain the opportunity SEO offers. 7. SEO Channel Contribution – Focus on the HOW, the approach taken, the impact and WHAT was done. – Show traffic improvement can be attributed to particular tasks or projects, give those teams credit when it’s appropriate publicly. 8. Executive Perception – Show management the opportunities and competition in natural search. EVERYONE UNDERSTANDS NUMBERS Building a case for that dedicated resource
  22. 22. MISSI CARMEN, VP OF SEO mcarmen@mtb.com linkedin.com/in/missicarmen @missmktr

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