Industrial Strenght SEO


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Managing SEO for a large web site isn’t for the faint of heart. You’ve got major technical challenges, such as dealing with content management systems, optimizing for thousands or millions of keywords, multiple domains, often in multiple countries, constantly changing content… and those don’t even factor in the major “people challenges” of training and managing diverse teams, dealing with competing stakeholders, placating meddling executives… and the beat(ing) goes on. In this session, our panel of experts have all wrestled with SEO for huge websites and won, and share their unique insights and battle scars.

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Industrial Strenght SEO

  1. 1. Industrial SEO SMX TORONTO 2011
  2. 2. AGENDA <ul><li>INDUSTRIAL SEO? </li></ul><ul><li>SEO is hard… “Industrial SEO” is even harder </li></ul><ul><li>The need for internal alignment </li></ul><ul><li>How to build and preserve momentum </li></ul><ul><li>IN-HOUSE vs OUTSOURCED </li></ul><ul><li>Head of SEO? What is the ideal setup </li></ul><ul><li>Industrial SEO: in-house vs outsourced </li></ul><ul><li>TIPS </li></ul><ul><li>10 reasons agencies want to work with in-house SEOs </li></ul><ul><li>10 reasons why outsourcing some of your SEO is smart </li></ul>NVI
  3. 3. SEO IS HARD… BUT INDUSTRIAL SEO IS HARDER! <ul><li>SEO is hard </li></ul><ul><li>Need to align many departments & 3rd parties </li></ul><ul><li>Need to build and preserve momentum </li></ul><ul><li>Need to assure a legacy of any SEO initiative </li></ul><ul><li>INDUSTRIAL SEO is harder </li></ul><ul><li>Need to align many departments in many countries with tons of 3rd parties </li></ul><ul><li>Need to build and preserve momentum with all countries, the global AOR and all local agencies </li></ul><ul><li>Need to assure consistency amongst all countries & agencies </li></ul>NVI
  4. 4. THE NEED FOR INTERNAL ALIGNMENT NVI *credits to for some of this content Role Why alignment is needed Execs & upper management Ultimately responsible if projects have SEO Failures Hold people accountable for working with SEO properly Should not move things forward if SEO wasn’t involved Sales, Marketing & PR PR needs to spread the message globally, SEO is a key strategy to get there Worldwide sales need the stability of leads generated by SEO Marketing knows that SEO will be it’s #1 ROI acquisition tactic Usability Create search engine friendly user experiences for all countries Create ideal information architecture for SEO for main / country sites IT Develop with multi-lingual, search engine friendly technologies Test every release for SEO best practices and ensures proper QA Editorial Adapt content based on search volumes for each country Ensure a steady flow of local content globally Legal Need to develop a worldwide policy Need to ensure they don’t become a roadblock for any content SEO director Ensure SEO is involved early and for the duration of all web projects Give alignment and direction to the AOR and all local agencies
  5. 5. BUILDING AND PRESERVING MOMENTUM <ul><li>Why momentum matters? </li></ul><ul><li>Momentum is a key indicator to see if a business can scale and work globally on the Internet </li></ul><ul><li>SEO takes a while to get going, but is even harder to preserve once acquired </li></ul><ul><li>Years of effort can be lost over a few weeks </li></ul><ul><li>Biggest events that can lead to a loss of momentum </li></ul><ul><li>Any website re-launch, either worldwide or locally, without proper SEO guidance </li></ul><ul><li>Losing a key stakeholder within the organization (i.e. SEO director) without immediate replacement or without anyone else stepping up while the company hires another </li></ul><ul><li>Change of AOR </li></ul><ul><li>Major IT change (i.e. servers) </li></ul><ul><li>Rebranding (i.e. change in the main or some of the national sites) </li></ul>NVI
  6. 6. HEAD OF SEO? What is the ideal setup? <ul><li>“ Global SEO director” ideal situation </li></ul><ul><li>Based at the HQ of the company </li></ul><ul><li>Reports to a key decision-maker in the company (ex: SVP Digital) </li></ul><ul><li>Has the ability to stop any non-friendly SEO site release </li></ul><ul><li>Has a team who can take care of most day-to-day SEO tasks </li></ul><ul><li>Able to visit to many local branches to evangelize the importance of SEO alignment / momentum </li></ul><ul><li>“ Global SEO director” ideal skill set </li></ul><ul><li>Intermediate to advanced technical SEO background (to avoid major meltdowns) </li></ul><ul><li>Highly developed analysis / analytics skills (global dashboard) </li></ul><ul><li>Communication skills (towards team, but mainly upper management) </li></ul><ul><li>Business sense (to identify opportunities, but also biggest threats) </li></ul><ul><li>Conclusion: you need a sociable, results-driven GEEK SEO manager! </li></ul>NVI
  7. 7. INDUSTRIAL SEO… IN-HOUSE VS OUTSOURCED NVI Activities IN-HOUSE OUTSOURCED TO SEO AGENCY Keyword research Done internally anywhere the company has SEO qualified & culturally aligned staff Any location where internal resources are not available (or targeting this market is useless) Onsite SEO Gatekeeper of current structure + validate and roll out changes and recommendations Ongoing site reviews for the hub site (key learning can be localized by the in-house team) Offsite SEO Develop mechanisms to attract links Validate links gathered by the SEO agency On a retainer with a strong offsite SEO agency Social Media for SEO (Content + SNO) Ensure that a minimum of creative content is produced for the hub & country-specific sites All pushes on multi-lingual social news sites (Digg, Reddit, SU, Meneame, Scoopeo, Mixx) Usability Gatekeeper & evangelist of a global style guide across all countries Initial global style guide creation & guidelines Reporting & Analytics Benchmarking sent internally to all countries and stakeholders (+ identify opportunities) Support the in-house team to develop the consolidated dashboard and install tracking IT Roll out recommendations by the SEO team and choose SEO-friendly technologies Evaluate SEO friendliness of technologies and support internal IT team on implementations Lobbying & politics Evangelize towards the staff, but mainly towards upper management Create a strong bond between in-house SEOs and the agency team to build momentum
  8. 8. 10 reasons why agencies want to work with in-house SEO <ul><li>#1 To build and preserve momentum </li></ul><ul><li>#2 To overcome any internal issues to get things done </li></ul><ul><li>#3 To stabilize and preserve the account (bond between both SEO teams) </li></ul><ul><li>#4 To do additional billing (trainings, bandwidth issues, etc.) </li></ul><ul><li>#5 To emphasize the importance of SEO </li></ul><ul><li>#6 To help the company save costs on low-value SEO work </li></ul><ul><li>#7 To have a clearer view on everything going on within the organization </li></ul><ul><li>#8 To save tons of hours of management time to support the internal IT team </li></ul><ul><li>#9 To get better ROI (in-house + outsourced = maximized results) </li></ul><ul><li>#10 To be able to get the global account by using in-house SEOs influence </li></ul>NVI
  9. 9. 10 reasons why outsourcing some of your SEO is smart <ul><li>#1 It’s a specialized expertise </li></ul><ul><li>#2 Bandwidth (time crunches during specific periods of the year) </li></ul><ul><li>#3 Fresh perspective (without internal bias) </li></ul><ul><li>#4 Educational (fast-track learning) </li></ul><ul><li>#5 Validation (to avoid costly mistakes) </li></ul><ul><li>#6 Collaboration (to maximize the strengths of both teams) </li></ul><ul><li>#7 Overcome internal politics </li></ul><ul><li>#8 To be more proactive and save on R&D </li></ul><ul><li>#9 Local skill set & culture </li></ul><ul><li>#10 Gatekeeping of ongoing efforts </li></ul>NVI *credits to for some of this content
  10. 10. MERCI / THANK YOU! <ul><li>> NVI SITE NVISOLUTIONS.COM </li></ul><ul><li>> NVI BLOG (EN) NVISOLUTIONS.COM/BLOG </li></ul><ul><li>> NVI BLOG (FR) GO-REFERENCEMENT.ORG </li></ul><ul><li>Email = </li></ul><ul><li>Twitter @NVI </li></ul><ul><li>Facebook/NVI </li></ul>