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#GetUngagged - Scaling SEO Services

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Talk from Ungagged 2017 on how to scale and grow your seo delivery quickly and effectively

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#GetUngagged - Scaling SEO Services

  1. 1. H A N N A H   T H O R P E Scaling your SEO Services in 2018. @hannahjthorpe
  2. 2. A little about me… Managing  Director  at  White.net Technical  SEO  &  Content  Marketing Range  of  brands  – Luxury,  Travel,  Retail
  3. 3. There’s  so   much  changing   in  digital
  4. 4. Machine  Learning
  5. 5. Personalisation
  6. 6. Automation
  7. 7. Information  Overload
  8. 8. When  should   you  invest   more  in  SEO?
  9. 9. 0 10 20 30 40 50 60 70 80 0 5 10 15 20 25 Rapid   Growth DeclineStagnant   Performance
  10. 10. Why  Invest? Why  not  to  invest? Stagnant   Performance Opportunity  to  fast-­‐track to  rapid  growth Lower  revenue   Cash  flow Rapid  Growth Lots  of  revenueto   reinvest Limit to  ability  to  deliver   product/service Limit  to  size  of  market Decline Recover  lost  revenue Not clear  how  long  this   trend  will  last
  11. 11. When  SEO  will  have  an  impact  can  be  a   bit  of  a  gamble
  12. 12. You might have some insight… Time  working  on   site Google   algorithm   changes Experience  in   SEO Competitor   knowledge Historic  data And  so  much   more…
  13. 13. But  it’s  really  hard  to  be  sure!  
  14. 14. We  need   maximum  return   for  minimum   effort
  15. 15. Have  the  right  people Find  time  savers Invest  money  effectively
  16. 16. Invest  Money  Effectively
  17. 17. 3X Rule
  18. 18. Invest in Technology Does  it  save  you  time  across   multiple  clients? Does  it  have  lots  of  different   uses? Does  it  provide  better/more   accurate  data? Does  it  free  up  your  team’s   headspace  for  other  tasks?
  19. 19. Invest in growing tools…
  20. 20. Eliminate your ‘most hated’ tasks Stop  doing  tasks   you  always   procrastinate  on  or   hate.  Someone   else  can  do  them   better  and  faster   than  you.
  21. 21. We don’t… Cold  call  for   new  business   opportunities Manually  find   outreach   targets  or   email   addresses Find  venues   for  client   entertainment
  22. 22. Plan  your   budgets   including  your   FUF
  23. 23. If you’re saving money, that means you may need to invest more time…
  24. 24. Find  Time   Savers
  25. 25. Organise Automate Template
  26. 26. Preparation time   is  key
  27. 27. Dapulse
  28. 28. Batched
  29. 29. Processes you need Client  onboarding Sales Work  Delivery Complaint   Handling/Escalation 1-­‐2-­‐1’s Marketing
  30. 30. Automate time   drains
  31. 31. Little  Warden
  32. 32. Content  King
  33. 33. Template all  the   things
  34. 34. Onboarding   Process  
  35. 35. Ask  Wonder
  36. 36. Upwork
  37. 37. Stylifyme.com
  38. 38. Xtensio Persona   Builder
  39. 39. Dataminer
  40. 40. Performance Changes
  41. 41. For maximum return, you need it to be the right people’s time…
  42. 42. Find  the  Right  People
  43. 43. Personas THE PLAYFULS THE POWERFULS THE PEACEFULS THE PRECISES
  44. 44. How people   interact  is  just  as   important  as  who the  people  are
  45. 45. Drama Triangles Victim RescuerPersecutor Adult
  46. 46. Attracting Candidates Identify   when  you’ll   need  new   skills Use  a   triggered   budget Represent the  role   appropriately Describe the  job   well Use  your  site,   social,  current   team  to   advertise  the   role Advertise well Free  Breakfast Professional   Coaching Additional   Holiday Conferences  &   Training
  47. 47. Have the right job descriptions Textio
  48. 48. Initial Screening Ask  your  team   to  do  a  first   review  of  CVs Hold  an  initial   call  with  all   candidates   before   progressing  to   face  to  face   interviews Use  grammarly to  check  all   CVs  and  cover   letters   Request  cover   letters   answering  a   specific   question  to   see  how   someone   makes  a   decision
  49. 49. Key takeaways Avoid  the  tasks  you  hate,  slow   you  down  or  drain  you Accept  no  investment  in  SEO  is   certain Grow  your  business  with   money,  time  and  the  right   people Invest  your  money  into   technology Save  time  with  tools  and   efficient  working Find  the  right   people  by  having   the  right  process  in   place  for  hiring
  50. 50. Thank you! 0203  7333000 @hannahjthorpe 94  White  Lion  Street   London N1  9PF hannah@white.net
  51. 51. Personas  -­‐ http://www.forbes.com/sites/hannylerner/2013/03/05/understand-­‐peoples-­‐personalities-­‐and-­‐become-­‐ successful/#3da96fdf6a8bw Dapulse -­‐ https://dapulse.com/ Batched  -­‐ https://try.batchedinbox.com/ Content  King  -­‐ https://www.contentkingapp.com/ Little  Warden  -­‐ https://littlewarden.com/ Ask  Wonder  -­‐ https://askwonder.com/ Upwork -­‐ https://www.upwork.com/ Stylify -­‐ http://stylifyme.com/ Xtensio -­‐ https://xtensio.com/ Dataminer – https://data-­‐miner.io/ Performance  Changes  – https://tools.jonoalderson.com/whats-­‐changed/ Drama  Triangles  -­‐ http://powerofted.com/the-­‐drama-­‐triangle/ Textio -­‐ https://textio.com/ Resources  &  Tools

Talk from Ungagged 2017 on how to scale and grow your seo delivery quickly and effectively

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