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.

of

Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 1 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 2 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 3 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 4 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 5 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 6 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 7 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 8 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 9 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 10 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 11 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 12 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 13 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 14 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 15 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 16 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 17 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 18 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 19 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 20 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 21 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 22 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 23 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 24 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 25 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 26 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 27 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 28 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 29 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 30 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 31 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 32 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 33 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 34 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 35 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 36 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 37 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 38 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 39 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 40 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 41 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 42 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 43 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 44 Learn Agile Marketing & SEO from Star Wars Stormtroopers Slide 45
Upcoming SlideShare
Agile for Marketing
Next
Download to read offline and view in fullscreen.

66 Likes

Share

Download to read offline

Learn Agile Marketing & SEO from Star Wars Stormtroopers

Download to read offline

The modern SEO is like "An Army of One", always taking on new roles and responsibilities. But there are many problems and limitations with this model for SEO in large organizations.

We must do better to achieve greater results -- enter Agile development methodology!

In this presentation for the ad:Tech 2012 Marketing Masters panel chaired by Rhonda Hanson from Getty Images, I show how REI used Agile development practices to complete numerous SEO efforts that results in greatly increased organic visibility and traffic.

If you like SEO, the stormtroopers from Star Wars, and shipping iteration after iteration of valuable experiences to your customers, then this is the presentation for you!

You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

Learn Agile Marketing & SEO from Star Wars Stormtroopers

  1. Source: flickr.com/photos/krancien/4117809270/
  2. From an Army of 1 to True Organic Agility Jonathon Colman In-House SEO for REI Twitter @jcolman
  3. From an Army of 1 to True Organic Agility Jonathon Colman In-House SEO for REI Twitter @jcolman
  4. A. K. A. WHAT STORMTROOPERS CAN TEACH US ABOUT AGILE MARKETING
  5. THE PROBLEM: AN ARMY OF ONE ISN’T GOOD ENOUGH
  6. Why? An inability to scale. Source: flickr.com/photos/st3f4n/4125225588/
  7. Why? Capacity issues. Source: flickr.com/photos/kalexanderson/7014655351/
  8. Why? Micromanagement. Source: flickr.com/photos/jdhancock/3591682866/
  9. Why? Can’t accomplish key goals. Source: flickr.com/photos/jdhancock/3734702838/
  10. Why? Lack of fast response. Source: flickr.com/photos/jdhancock/4702387746/
  11. Why? No real colleagues or partners. Source: flickr.com/photos/kalexanderson/6521996943/
  12. Why? Burnout. Source: flickr.com/photos/30966132@N04/
  13. Why? You can’t retain staff. Source: flickr.com/photos/kalexanderson/6413081493/
  14. THE SOLUTION: BUILD AGILITY INTO SEARCH MARKETING
  15. Assemble cross-functional teams Source: flickr.com/photos/jdhancock/3578775702/
  16. Assemble cross-functional teams • Build teams around customer UX. Include designers, IAs, front & back-end devs, SEO • Teams are self- managed, commit to highest priority work, iterate over releases, hold themselves accountable • Your new job? Removing all impediments. Source: flickr.com/photos/jdhancock/3578775702/
  17. Maximize work – not “work” Source: flickr.com/photos/kalexanderson/5334825075/
  18. Maximize work – not “work” • Only three meetings are allowed: planning, the daily stand-up, and retrospective • Team co-located together with an emphasis on face-to- face interactions • Progress measured in experiences launched • SEO consults, does analysis & reporting, creates work items for backlog Source: flickr.com/photos/kalexanderson/5334825075/
  19. Maintain a bias toward action Source: flickr.com/photos/st3f4n/4467912952/
  20. Maintain a bias toward action • Progress does not stop for politics, disagreements, pet projects, turf wars, special events, or other impediments • Team does not produce extensive documentation or other peripheral artifacts • Always be shipping. Source: flickr.com/photos/st3f4n/4467912952/
  21. “Don’t hate, iterate!” Source: flickr.com/photos/st3f4n/4193370268/
  22. “Don’t hate, iterate!” • The goal of each sprint is not to deliver perfection, but instead to deliver iterative value to customers • Get something wrong? Get negative customer feedback? Iterate. • Large or complex projects may last several sprints; projects like site performance are always in play Source: flickr.com/photos/st3f4n/4193370268/
  23. THE RESULTS: AGILE SEO IMPACTS AT
  24. Organic productivity increase 45 Peak number of organic search technical infrastructure iterations that REI shipped via Agile in a single year
  25. Page load time improvement -1.5 s Page load time that REI saved our customers in 2011 through iterative Agile performance optimizations
  26. Aggregate web performance boost 22 Total number of years that REI saved our customers in 2011
  27. Duplicate content reduction -98 % Overall decrease in duplicate content due to Agile iterations on pagination and canonicalization of site content
  28. Non-branded organic traffic growth +50 % REI’s single-year growth rate in non- branded organic search traffic as we iteratively released optimizations
  29. Aggregate organic traffic growth +96 % Overall growth rate of organic search traffic during the two-year switch from waterfall development to Agile
  30. NEXT STEPS: BUILD KNOWLEDGE, LEAD THE WAY
  31. 10 resources to get started in Agile 1. Principles behind the Agile Manifesto 2. Agile software development – Wikipedia 3. Agile Marketing For Conversion Optimization 4. Sex and the Agile Marketer 5. Agile Marketing FWIW, this is one of the best articles I’ve 6. Marketing Experts on Agile Marketing ever read on Search 7. Agile Marketing, the New Black Engine Land. 8. What the F**k is Agile Marketing? 9. Agile for Marketing 10. Rise of the Marketing Technologist
  32. Many thanks! Jonathon Colman In-House SEO for REI Home: about.me/jcolman Twitter: @jcolman E-mail: jcolman@rei.com
  33. BONUS! STORMTROOPER BLOOPER REEL
  34. Source: flickr.com/photos/st3f4n/4286044406/
  35. Source: flickr.com/photos/st3f4n/4056636578/
  36. Source: flickr.com/photos/st3f4n/3884924584/
  37. Source: flickr.com/photos/jojoneil/6359536591/
  38. Source: flickr.com/photos/jdhancock/3777558632/
  39. Source: flickr.com/photos/jdhancock/3587597615/
  40. Source: flickr.com/photos/st3f4n/4429614489/
  41. Source: flickr.com/photos/st3f4n/4370816189/
  42. Source: flickr.com/photos/st3f4n/4322352483/
  43. Source: flickr.com/photos/st3f4n/3951143570/
  44. Many thanks (again!) Jonathon Colman SEO Stormtrooper for REI Home: about.me/jcolman Twitter: @jcolman E-mail: jcolman@rei.com Source: flickr.com/photos/benleto/2212853097/
  • WaleskaCarlo

    Jan. 17, 2020
  • yasotov

    Sep. 19, 2018
  • seyah25

    Mar. 7, 2018
  • diazsiles

    Jan. 5, 2018
  • xhiguera

    Jul. 26, 2017
  • JenniferHolderness

    Apr. 27, 2017
  • briancrouch

    Jul. 19, 2016
  • hhmacedo

    Jun. 27, 2016
  • GODISNOWHERE

    May. 2, 2016
  • AgileNights

    Apr. 19, 2016
  • KevinJohnson166

    Feb. 13, 2016
  • karlogilmar1

    Feb. 4, 2016
  • tovolkov

    Jun. 15, 2015
  • KenTippens

    Mar. 28, 2015
  • waltharpernet

    Mar. 1, 2015
  • KyleBenson1

    Oct. 25, 2014
  • carubio1977

    Oct. 23, 2014
  • HollySimmons

    Oct. 21, 2014
  • freddiefredriksen

    Oct. 20, 2014
  • rucount

    Sep. 20, 2014

The modern SEO is like "An Army of One", always taking on new roles and responsibilities. But there are many problems and limitations with this model for SEO in large organizations. We must do better to achieve greater results -- enter Agile development methodology! In this presentation for the ad:Tech 2012 Marketing Masters panel chaired by Rhonda Hanson from Getty Images, I show how REI used Agile development practices to complete numerous SEO efforts that results in greatly increased organic visibility and traffic. If you like SEO, the stormtroopers from Star Wars, and shipping iteration after iteration of valuable experiences to your customers, then this is the presentation for you! You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Views

Total views

60,205

On Slideshare

0

From embeds

0

Number of embeds

22,055

Actions

Downloads

399

Shares

0

Comments

0

Likes

66

×