Operational SEO - Insights into running an SEO Department

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Linkdex ThinkTank - May 2014 - Presentation on delivering market leading SEO. Insights, tips and tactics to help those in-house as well as agencies to deliver best of class SEO.

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Operational SEO - Insights into running an SEO Department

  1. 1. HELLO! Ciao! Bonjour! #ThinkTank@danielbianchini
  2. 2. OPERATIONAL SEO #ThinkTank@danielbianchini
  3. 3. BRAND #ThinkTank@danielbianchini
  4. 4. TOOLS #ThinkTank@danielbianchini
  5. 5. TEAM / PEOPLE #ThinkTank@danielbianchini
  6. 6. Digital merry-go-round #ThinkTank@danielbianchini
  7. 7. Understand what talent is in the area #ThinkTank@danielbianchini
  8. 8. Don’t always look specifically for those in SEO #ThinkTank@danielbianchini
  9. 9. Create recruitment relationships with local education authorities #ThinkTank@danielbianchini
  10. 10. Provide a training/intern programme #ThinkTank@danielbianchini
  11. 11. HAVING THE RIGHT STRUCTURE #ThinkTank@danielbianchini
  12. 12. Client SEO Flat structure #ThinkTank@danielbianchini
  13. 13. Departmental Approach Client Consultant OutreachTechnicalContent #ThinkTank@danielbianchini
  14. 14. So we changed it, and fast! #ThinkTank@danielbianchini
  15. 15. Team approach Client OutreachTechnicalContent OutreachTechnicalContent OutreachTechnicalContent Client Client Consultant ConsultantConsultant #ThinkTank@danielbianchini
  16. 16. There is no correct structure for an SEO team. Just make sure that you choose the one that works for you! #ThinkTank@danielbianchini
  17. 17. PROCESS, TOOLS & TEMPLATES #ThinkTank@danielbianchini
  18. 18. Use the same tools across all teams. #ThinkTank@danielbianchini
  19. 19. Use the same processes across all teams… Research Data Capture Categorisation Keyword Testing Keyword SelectionInput Output #ThinkTank@danielbianchini
  20. 20. But don’t stop staff challenging those processes to make them better! #ThinkTank@danielbianchini
  21. 21. Utilise templates • For common tasks • Consistencies across teams • To be used as a guide #ThinkTank@danielbianchini
  22. 22. TimeOptimisation #ThinkTank@danielbianchini
  23. 23. Use tools, process & templates as guides, but allow your staff to challenge & develop them to enhance projects. #ThinkTank@danielbianchini
  24. 24. COMMUNICATION #ThinkTank@danielbianchini
  25. 25. Use project management tools #ThinkTank@danielbianchini
  26. 26. Use a tool that works best for you. #ThinkTank@danielbianchini
  27. 27. Automate duplicate tasks Client Facing Internal Use #ThinkTank@danielbianchini
  28. 28. Provide a forum for discussion/feedback #ThinkTank@danielbianchini
  29. 29. TEAM DEVELOPMENT #ThinkTank@danielbianchini
  30. 30. Staying ahead of the curve! 80:20 week #ThinkTank@danielbianchini
  31. 31. Up skill in all areas. Employee SEO Analytics Paid Media Social Media Content Strategy #ThinkTank@danielbianchini
  32. 32. Conferences / Meet-up Attendance #ThinkTank@danielbianchini
  33. 33. Give your team the power to create side projects #ThinkTank@danielbianchini
  34. 34. Train people well enough so they can leave, treat them well enough so they don’t want to. cc @richardbranson #ThinkTank@danielbianchini
  35. 35. TO DELIVER MARKET LEADING SEO #ThinkTank@danielbianchini
  36. 36. THE RIGHT TEAM #ThinkTank@danielbianchini
  37. 37. A STRUCTURE THAT WORKS FOR YOU! #ThinkTank@danielbianchini
  38. 38. A PROCESS THAT GUIDES AND DOESN’T RESTRICT #ThinkTank@danielbianchini
  39. 39. GOOD COMMUNICATION #ThinkTank@danielbianchini
  40. 40. #ThinkTank ABILITY TO CONTINUOUSLY EVOLVE @danielbianchini
  41. 41. Thank you.

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