SMX West 2011: Getting things done in-house

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I was asked to present a short presentation on the nature of Project Management in the SEO field. The audience was in-house marketers and my goal was to share some thoughts on working around and in some of the traditional complaints of the in-house SEO and digital marketers.

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SMX West 2011: Getting things done in-house

  1. 1. Getting to Done:Strategies for in-house searchJeremiah Andrick | @JEREMIAH ON TWITTER @JEREMIAH ON TWITTER
  2. 2. GOOD IDEAS WILL COME FROM MANY PLACES.THE QUESTION IS ARE YOU LOOKING FOR THEM? @JEREMIAH ON TWITTER
  3. 3. FROM CHAOS TO EXCELLENCE WORKING MODEL RINSE & AUDIT PLAN EXECUTE REPEAT • Understand the people • Set measureable goals • Work your plan • Measure the effects • Understand the problems • Define the audience • Report on your progress • Re-audit • Understand the purpose (Search Personas) • Recognize progress • Train and add governance • Define your funnels • Build your plan @JEREMIAH ON TWITTER
  4. 4. AUDIT MORE THAN THE WEBSITE Map the political terrain •  Who are the stakeholders •  What are the sacred cows •  Who are the enemy’s of progress Become an evangelist •  Build a elevator pitch •  Always bring data •  Be accountable, then hold people accountable. Learn to identify stakeholder motivations & personalities •  Identify personalities & plan to work with or around them •  Win them over @JEREMIAH ON TWITTER
  5. 5. AUDIT THE PAGES THE SEO AUDIT An audit isn’t your plan; it is DO THIS OVER AND your source for the low hanging OVER AGAIN fruit you will use to win hearts Review and mind. Review the Offpage Factors Architecture PREPERATION •  Know how to share what you find. •  Understand the technical SHARE challenges •  Make your audits AUDIT Review Everything repeatable •  Date your efforts to compare future audits Review the Review the Navigation homepage @JEREMIAH ON TWITTER
  6. 6. AUDIT THE PURPOSE •  Understand the business goals! •  Understand the risks that have caused problems in the past. •  There will be conflicting purposes in most businesses understanding the conflicts is critical to future success. •  Work to measure the opportunity of the targets. Realistic goals that are measurable are critical. @JEREMIAH ON TWITTER
  7. 7. THE NATURAL BORN LEADER IS A MYTH. IT’S A PROCESS. @JEREMIAH ON TWITTER
  8. 8. PROJECT MANAGEMENT IS NOT A DIRTY WORD You are responsible to get the job done: -  SEO’s with skill know how to deliver results -  Lead with authority or without, but lead -  If there isn’t meaningful processes PROJECT PLAN FROM MINIMAL PARTICIPATION TO COMPLETE OWNERSHIP •  Long Term Plan •  Continuous Shipping process •  Metrics deep dives – PROJECT PLAN understanding metrics and making data driven decisions PROJECT PLAN •  Understand Resource •  Quarterly Business reviews – •  Scope the work Management Report progress •  Schedule the work •  Build repeatable processes •  Work the schedule •  Handle risk WHITE BELT BLUE BELT BLACK BELT Light Weight PM Command & Control Expertise & Ownership @JEREMIAH ON TWITTER
  9. 9. RACISM @JEREMIAH ON TWITTER
  10. 10. EXECUTE AND EVANGELIZE While executing… Make sure your work gets noticed. •  Create governance plans •  Build a knowledgebase •  Build your skills, while you work. •  Review •  Reflection •  Repeat •  Share Data with anyone who will listen. •  Be ready to have a POV @JEREMIAH ON TWITTER
  11. 11. THANK YOU FOR YOUR TIME! JEREMIAH ANDRICK Digital Strategy & Customer Acquisition jeremiahandrick@gmail.com (415) 894-0459 Twitter: @jeremiah www.linkedin.com/in/jandrick @JEREMIAH ON TWITTER

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