Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
HELLO!
Ciao!
Bonjour!
#ThinkTank@danielbianchini
OPERATIONAL
SEO
#ThinkTank@danielbianchini
BRAND
#ThinkTank@danielbianchini
TOOLS
#ThinkTank@danielbianchini
TEAM / PEOPLE
#ThinkTank@danielbianchini
Digital merry-go-round
#ThinkTank@danielbianchini
Understand what talent is in
the area
#ThinkTank@danielbianchini
Don’t always look specifically
for those in SEO
#ThinkTank@danielbianchini
Create recruitment relationships with local
education authorities
#ThinkTank@danielbianchini
Provide a training/intern
programme
#ThinkTank@danielbianchini
HAVING THE
RIGHT
STRUCTURE
#ThinkTank@danielbianchini
Client
SEO
Flat structure
#ThinkTank@danielbianchini
Departmental Approach
Client
Consultant
OutreachTechnicalContent
#ThinkTank@danielbianchini
So we changed it, and fast!
#ThinkTank@danielbianchini
Team approach
Client
OutreachTechnicalContent OutreachTechnicalContent OutreachTechnicalContent
Client Client
Consultant C...
There is no correct structure for an
SEO team. Just make sure that you
choose the one that works for you!
#ThinkTank@danie...
PROCESS, TOOLS
& TEMPLATES
#ThinkTank@danielbianchini
Use the same tools across all teams.
#ThinkTank@danielbianchini
Use the same processes across all teams…
Research Data Capture Categorisation
Keyword
Testing
Keyword
SelectionInput Outpu...
But don’t stop staff
challenging those
processes to make them
better!
#ThinkTank@danielbianchini
Utilise templates
• For common tasks
• Consistencies across
teams
• To be used as a guide
#ThinkTank@danielbianchini
TimeOptimisation
#ThinkTank@danielbianchini
Use tools, process & templates as
guides, but allow your staff to
challenge & develop them to
enhance projects.
#ThinkTank...
COMMUNICATION
#ThinkTank@danielbianchini
Use project management tools
#ThinkTank@danielbianchini
Use a tool that works best
for you.
#ThinkTank@danielbianchini
Automate duplicate tasks
Client Facing Internal Use
#ThinkTank@danielbianchini
Provide a forum for discussion/feedback
#ThinkTank@danielbianchini
TEAM
DEVELOPMENT
#ThinkTank@danielbianchini
Staying ahead of the curve!
80:20 week
#ThinkTank@danielbianchini
Up skill in all
areas.
Employee
SEO
Analytics
Paid Media
Social Media
Content
Strategy
#ThinkTank@danielbianchini
Conferences / Meet-up
Attendance
#ThinkTank@danielbianchini
Give your team the power to create
side projects
#ThinkTank@danielbianchini
Train people well enough so they
can leave, treat them well enough
so they don’t want to. cc
@richardbranson
#ThinkTank@da...
TO DELIVER
MARKET LEADING
SEO
#ThinkTank@danielbianchini
THE RIGHT TEAM
#ThinkTank@danielbianchini
A STRUCTURE
THAT WORKS FOR
YOU!
#ThinkTank@danielbianchini
A PROCESS THAT
GUIDES AND
DOESN’T
RESTRICT #ThinkTank@danielbianchini
GOOD
COMMUNICATION
#ThinkTank@danielbianchini
#ThinkTank
ABILITY TO
CONTINUOUSLY
EVOLVE
@danielbianchini
Thank you.
Operational SEO - Insights into running an SEO Department
Upcoming SlideShare
Loading in …5
×

Operational SEO - Insights into running an SEO Department

1,839 views

Published on

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.

Published in: Marketing, Business, Technology
  • Be the first to comment

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.

×