© 2013 SEOinhouse.com 1
@jessicabowman
© 2013 SEOinhouse.com 2
@jessicabowman@jessicabowman
Non-SEO
Teams
© 2013 SEOinhouse.com 3
@jessicabowman@jessicabowman
SEO wasn’t their job
© 2013 SEOinhouse.com 4
@jessicabowman@jessicabowman
Thought someone else
was handling it
© 2013 SEOinhouse.com 5
@jessicabowman@jessicabowman
Didn’t see there was a
SEO Strategy
© 2013 SEOinhouse.com 6
@jessicabowman@jessicabowman
Lacked SEO Knowledge
© 2013 SEOinhouse.com 7
@jessicabowman@jessicabowman
Or….
Had a bit of knowledge
and…
© 2013 SEOinhouse.com 8
@jessicabowman@jessicabowman
Wondered what the SEO
team was doing
© 2013 SEOinhouse.com 9
@jessicabowman@jessicabowman
Inconsistent in how they
work with the SEO Team
© 2013 SEOinhouse.com 10
@jessicabowman@jessicabowman
Got inconsistent guidance
© 2013 SEOinhouse.com 11
@jessicabowman@jessicabowman
Gave what we call
“Passive Pushback”
© 2013 SEOinhouse.com 12
@jessicabowman@jessicabowman
Biggest
Surprise….
© 2013 SEOinhouse.com 13
@jessicabowman@jessicabowman
Management
© 2013 SEOinhouse.com 14
@jessicabowman@jessicabowman
Saw that SEO basics were
not be applied
© 2013 SEOinhouse.com 15
@jessicabowman@jessicabowman
Did not see the growth
expected
© 2013 SEOinhouse.com 16
@jessicabowman@jessicabowman
Naturally….
Began to doubt the SEO
team
© 2013 SEOinhouse.com 17
@jessicabowman@jessicabowman
Began prioritizing SEO
changes they thought
should be done
© 2013 SEOinhouse.com 18
@jessicabowman@jessicabowman
SEO
Team
© 2013 SEOinhouse.com 19
@jessicabowman@jessicabowman
Frustrated
© 2013 SEOinhouse.com 20
@jessicabowman@jessicabowman
Some of team deep SEO
knowledge
© 2013 SEOinhouse.com 21
@jessicabowman@jessicabowman
Some of team high level
SEO knowledge
© 2013 SEOinhouse.com 22
@jessicabowman@jessicabowman
Not involved in enough
projects
© 2013 SEOinhouse.com 23
@jessicabowman@jessicabowman
Growing at a lower pace
than other teams
© 2013 SEOinhouse.com 24
@jessicabowman@jessicabowman
SEO Team
Shooting
Themselves
in the Foot
© 2013 SEOinhouse.com 25
@jessicabowman@jessicabowman
Not fighting enough for
SEO
© 2013 SEOinhouse.com 26
@jessicabowman@jessicabowman
Not leveraging the data at
their disposal
© 2013 SEOinhouse.com 27
@jessicabowman@jessicabowman
Not fighting for analysis
resources
© 2013 SEOinhouse.com 28
@jessicabowman@jessicabowman
SEO request queue
too small
© 2013 SEOinhouse.com 29
@jessicabowman@jessicabowman
Non-SEO Teams perceived:
Didn’t
give feedback
on projects’ results
© 2013 SEOinhouse.com 30
@jessicabowman@jessicabowman
Perception is
Reality
© 2013 SEOinhouse.com 31
@jessicabowman@jessicabowman
How they were communicating
wasn’t working
© 2013 SEOinhouse.com 32
@jessicabowman@jessicabowman
Think this
isn’t
happening
at your company?
© 2013 SEOinhouse.com 33
@jessicabowman@jessicabowman
Guess again.
© 2013 SEOinhouse.com 34
@jessicabowman
© 2013 SEOinhouse.com 35
@jessicabowman@jessicabowman
Distributed SEO tasks
© 2013 SEOinhouse.com 36
@jessicabowman@jessicabowman
Hired SEO Manager
& Technical SEO
© 2013 SEOinhouse.com 37
@jessicabowman
IntenseSEO vetting and interviews
© 2013 SEOinhouse.com 38
@jessicabowman@jessicabowman
We kept moving
Forward
DO NOT WAIT
to start such a plan until after ...
© 2013 SEOinhouse.com 39
@jessicabowman@jessicabowman
Moved them into the
“Honeymoon
Phase”
of the In-house SEO Life Cycle
© 2013 SEOinhouse.com 40
@jessicabowman@jessicabowman
In-house SEO Life Cycle
Courtship
Honeymoon
Reality Synergy
Few
comp...
© 2013 SEOinhouse.com 41
@jessicabowman@jessicabowman
In-house SEO Life Cycle
Courtship
Honeymoon
Reality Synergy
Few
comp...
© 2013 SEOinhouse.com 42
@jessicabowman@jessicabowman
In-house SEO Life Cycle
Courtship
Honeymoon
Reality Synergy
Few
comp...
© 2013 SEOinhouse.com 43
@jessicabowman@jessicabowman
SEO Training for
EVERYONE
US and International Resources
© 2013 SEOinhouse.com 44
@jessicabowman@jessicabowman
Process
Analysis & Improvements
© 2013 SEOinhouse.com 45
@jessicabowman@jessicabowman
Revised & added to
Standards
© 2013 SEOinhouse.com 46
@jessicabowman@jessicabowman
Created
SEO Resources
© 2013 SEOinhouse.com 47
@jessicabowman@jessicabowmanPrioritized analyzing
© 2013 SEOinhouse.com 48
@jessicabowman@jessicabowman
Created
Education Plan
© 2013 SEOinhouse.com 49
@jessicabowman@jessicabowman
Created
Communication Plan
© 2013 SEOinhouse.com 50
@jessicabowman
Let’s do this together. Differently.
© 2013 SEOinhouse.com 51
@jessicabowman
© 2013 SEOinhouse.com 52
@jessicabowman@jessicabowman
1. Expand SEO beyond the SEO team
2. Train everyone on SEO
3. If you...
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In-House SEO Turnaround Story As Told by Jessica Bowman

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From SMX East 2013 - Maximizing Enterprise SEO - An In-House SEO Turnaround story by Jessica Bowman - #SMX #31D

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In-House SEO Turnaround Story As Told by Jessica Bowman

  1. © 2013 SEOinhouse.com 1 @jessicabowman
  2. © 2013 SEOinhouse.com 2 @jessicabowman@jessicabowman Non-SEO Teams
  3. © 2013 SEOinhouse.com 3 @jessicabowman@jessicabowman SEO wasn’t their job
  4. © 2013 SEOinhouse.com 4 @jessicabowman@jessicabowman Thought someone else was handling it
  5. © 2013 SEOinhouse.com 5 @jessicabowman@jessicabowman Didn’t see there was a SEO Strategy
  6. © 2013 SEOinhouse.com 6 @jessicabowman@jessicabowman Lacked SEO Knowledge
  7. © 2013 SEOinhouse.com 7 @jessicabowman@jessicabowman Or…. Had a bit of knowledge and…
  8. © 2013 SEOinhouse.com 8 @jessicabowman@jessicabowman Wondered what the SEO team was doing
  9. © 2013 SEOinhouse.com 9 @jessicabowman@jessicabowman Inconsistent in how they work with the SEO Team
  10. © 2013 SEOinhouse.com 10 @jessicabowman@jessicabowman Got inconsistent guidance
  11. © 2013 SEOinhouse.com 11 @jessicabowman@jessicabowman Gave what we call “Passive Pushback”
  12. © 2013 SEOinhouse.com 12 @jessicabowman@jessicabowman Biggest Surprise….
  13. © 2013 SEOinhouse.com 13 @jessicabowman@jessicabowman Management
  14. © 2013 SEOinhouse.com 14 @jessicabowman@jessicabowman Saw that SEO basics were not be applied
  15. © 2013 SEOinhouse.com 15 @jessicabowman@jessicabowman Did not see the growth expected
  16. © 2013 SEOinhouse.com 16 @jessicabowman@jessicabowman Naturally…. Began to doubt the SEO team
  17. © 2013 SEOinhouse.com 17 @jessicabowman@jessicabowman Began prioritizing SEO changes they thought should be done
  18. © 2013 SEOinhouse.com 18 @jessicabowman@jessicabowman SEO Team
  19. © 2013 SEOinhouse.com 19 @jessicabowman@jessicabowman Frustrated
  20. © 2013 SEOinhouse.com 20 @jessicabowman@jessicabowman Some of team deep SEO knowledge
  21. © 2013 SEOinhouse.com 21 @jessicabowman@jessicabowman Some of team high level SEO knowledge
  22. © 2013 SEOinhouse.com 22 @jessicabowman@jessicabowman Not involved in enough projects
  23. © 2013 SEOinhouse.com 23 @jessicabowman@jessicabowman Growing at a lower pace than other teams
  24. © 2013 SEOinhouse.com 24 @jessicabowman@jessicabowman SEO Team Shooting Themselves in the Foot
  25. © 2013 SEOinhouse.com 25 @jessicabowman@jessicabowman Not fighting enough for SEO
  26. © 2013 SEOinhouse.com 26 @jessicabowman@jessicabowman Not leveraging the data at their disposal
  27. © 2013 SEOinhouse.com 27 @jessicabowman@jessicabowman Not fighting for analysis resources
  28. © 2013 SEOinhouse.com 28 @jessicabowman@jessicabowman SEO request queue too small
  29. © 2013 SEOinhouse.com 29 @jessicabowman@jessicabowman Non-SEO Teams perceived: Didn’t give feedback on projects’ results
  30. © 2013 SEOinhouse.com 30 @jessicabowman@jessicabowman Perception is Reality
  31. © 2013 SEOinhouse.com 31 @jessicabowman@jessicabowman How they were communicating wasn’t working
  32. © 2013 SEOinhouse.com 32 @jessicabowman@jessicabowman Think this isn’t happening at your company?
  33. © 2013 SEOinhouse.com 33 @jessicabowman@jessicabowman Guess again.
  34. © 2013 SEOinhouse.com 34 @jessicabowman
  35. © 2013 SEOinhouse.com 35 @jessicabowman@jessicabowman Distributed SEO tasks
  36. © 2013 SEOinhouse.com 36 @jessicabowman@jessicabowman Hired SEO Manager & Technical SEO
  37. © 2013 SEOinhouse.com 37 @jessicabowman IntenseSEO vetting and interviews
  38. © 2013 SEOinhouse.com 38 @jessicabowman@jessicabowman We kept moving Forward DO NOT WAIT to start such a plan until after you hire a SEO
  39. © 2013 SEOinhouse.com 39 @jessicabowman@jessicabowman Moved them into the “Honeymoon Phase” of the In-house SEO Life Cycle
  40. © 2013 SEOinhouse.com 40 @jessicabowman@jessicabowman In-house SEO Life Cycle Courtship Honeymoon Reality Synergy Few companies leverage these phases Most companies operate here We get you here, in the shortest amount of time
  41. © 2013 SEOinhouse.com 41 @jessicabowman@jessicabowman In-house SEO Life Cycle Courtship Honeymoon Reality Synergy Few companies leverage these phases Most companies operate here We get you here, in the shortest amount of time
  42. © 2013 SEOinhouse.com 42 @jessicabowman@jessicabowman In-house SEO Life Cycle Courtship Honeymoon Reality Synergy Few companies leverage these phases Most companies operate here We get you here, in the shortest amount of time
  43. © 2013 SEOinhouse.com 43 @jessicabowman@jessicabowman SEO Training for EVERYONE US and International Resources
  44. © 2013 SEOinhouse.com 44 @jessicabowman@jessicabowman Process Analysis & Improvements
  45. © 2013 SEOinhouse.com 45 @jessicabowman@jessicabowman Revised & added to Standards
  46. © 2013 SEOinhouse.com 46 @jessicabowman@jessicabowman Created SEO Resources
  47. © 2013 SEOinhouse.com 47 @jessicabowman@jessicabowmanPrioritized analyzing
  48. © 2013 SEOinhouse.com 48 @jessicabowman@jessicabowman Created Education Plan
  49. © 2013 SEOinhouse.com 49 @jessicabowman@jessicabowman Created Communication Plan
  50. © 2013 SEOinhouse.com 50 @jessicabowman Let’s do this together. Differently.
  51. © 2013 SEOinhouse.com 51 @jessicabowman
  52. © 2013 SEOinhouse.com 52 @jessicabowman@jessicabowman 1. Expand SEO beyond the SEO team 2. Train everyone on SEO 3. If you’re hiring, hire differently 4. Sell SEO to the organization, not just your chain of command 5. Analyze your processes for SEO integration Resources and 10 THINGS YOU CAN DO NOW at SEOinhouse.com/smxeast

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