SEO For CEO's: The Basics of Building an in-house SEO organization
The Basics of Building An In-House SEO Organization John Denny@johnhdenny
Who I am (and how I traveled down the path of creating an SEO Dept)• 25 years in marketing, early career spent at NY ad agencies leading brands like Staples, Sony, Royal Caribbean cruise lines• Spent tens and hundreds of millions for these brands on mass media– primarily broadcast TV• First search experience: AltaVista in 1996
Who I am (and how I traveled down the path of creating an SEO Dept)• Currently head up marketing for Advance Digital (division of Advance Publications, Inc)• Wear 2 hats – As a Marketer (in many cases spending $$ with media companies) – As a Media Seller (helping to develop strategies to sell products & services to people like me)
Our Path To Creating An SEO Dept.• 10 years ago team used many media channels to promote – TV, Radio, Newspaper, Online Display• Began experimenting with paid search• Learned key role search marketing plays as part of overall marketing mix.• But…. Paid Search expenditures started rising rapidly- started exploring SEO
Paid Search vs Organic Search• Renting a house (PPC) vs Owning a house (SEO) – Paid search is immediate, but once you stop paying, the results end. In contrast, SEO is an investment you own. – Paid search = market pricing (your costs can go up at any time). – 56% of Google Queries don’t show any paid ads at all (source: comScore). – Organic listing on page 1 is between two and six times more visible than a paid listing (source: Enquiro). – 77% of search users choose organic over paid listing when searching (source: Content Marketing Institute)
Building an SEO team: Finding Talent• Finding the right SEO talent is both the critical factor in driving results, and incredibly difficult• Recommend you have partners in the recruitment space to help you.• The way you work with them dictates what you get out of the relationship.
Building an SEO Team: Finding The Right Talent• Challenges to hiring the right team members: – There are so many aspects to SEO (content, link-building, site architecture) a candidate might know one, and think he knows all he needs to know about SEO – Typically only 10% of candidates are fully qualified (no matter how many buzzwords they use).
Building an SEO Team: Finding The Right Talent• You have to find people who have a passion for the craft
Building an SEO Team: Budgeting• Very useful: Salary Guide by Onward Search – http://www.onwardsearch.com/SEO-Salary/
Building an SEO Team:Structuring The Department • Two broad ways to approach the dept. – Hire people capable of doing the majority of work in-house – Bring in experienced “Quarterbacks” to identify and manage vendors.
Local Media: Thoughts on Shifts in Spending in local Markets
Thank you!Follow me on Twitter: @johnhdenny Blog: JohnHDenny.com