This document discusses strategies for building an SEO program without dedicated resources. It begins by outlining common challenges faced by SEO teams, such as lack of understanding of SEO's value. It then provides tips for wearing multiple hats and gaining organizational buy-in through education programs, reporting, and aligning SEO with business goals. The document concludes by emphasizing the importance of quantitative metrics in making the case for a dedicated SEO resource.
21 Success Tactics and Your All-In-One Roadmap for Enterprise SEO and Mega Si...Conductor
You’ve got millions of pages, multiple brands, and a enterprise environment to navigate in your in-house SEO role. John Shehata has one detailed, comprehensive roadmap plus 21 actionable tactics tailored for enterprise success. In this presentation, you’ll learn how to establish trust, cut out inefficient tasks, and build a lean SEO team that is flexible enough to maneuver in a complex corporate structure and expert enough to exponentially expand your mega site’s web presence.
Presentation by:
John Shehata – VP SEO, Condé Nast
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
The Ultimate Website Development RoadmapAdina Zaiontz
The 10 Step Guide to Building and Marketing a Sales-Driven Website.
Step 1: Research Competitors
Step 2: Make a List of Functional and Content Requirements.
Step 3: Assemble Team
Step 4: Wireframe
Step 5: Content Creation & Collection, Content Schedule
Step 6: Design
Step 7: Programming
Step 8: Beta
Step 9: Live Launch
Step 10: SEO & Maintenance
Scaling Large Enterprise Technical SEO - Keith Goode - DeepSEOCon 2021Keith Goode
Given at DeepSEOCon on Wednesday, September 8th, 2021 by Keith Goode, Sr. SEO Strategist at IBM.
Scaling SEO and developing a strategy is difficult enough. Add 300,000 co-workers and an army of directors and executives competing for budget, priority and attention, and it becomes exponentially more difficult.
Technical SEO at a large enterprise company isn’t as simple as running a technical audit and then handing a list over to an internal team to fix. There are limits on resources, tools and budget to contend with. Any problem requires a needs assessment, an evaluation on actual impact and any revenue losses before anyone will even consider talking to you.
In addition to fixing technical issues that already exist, there’s a great need to avert additional crises due to CMS platform changes, site migrations, acquisitions, disposals, etc..
In this session, I’ll talk through the process of building taking a technical audit from awareness to implementation, along with the political hurdles in between. I’ll also provide insights on sizing and planning within an Agile environment.
Fail at Scale: Large Enterprises and the Challenges of In-House SEOKeith Goode
Given at Pubcon Virtual 2020 on Thursday, October 15th by Keith Goode, Sr. SEO Strategist at IBM.
Whether the culmination of several big changes on your site results in a massive loss of link equity or one small change breaks your canonical tagging, working on a large enterprise site has its share of dangers and pitfalls. With 20,000 hands in the mix, whether coding or writing content, each one can be a single point of failure or be part of "death by 1,000 cuts."
In this session, Keith Goode will go through examples of site failures that have rocked large sites, how they were diagnosed and the fixes put in place to repair the damage. He'll also cover how you can monitor for small and large changes alike and treat them before they impact the site negatively.
Lastly, he'll walk through his revised position on democratization and how he's modified his training to be more relevant to the disciplines of his students.
21 Success Tactics and Your All-In-One Roadmap for Enterprise SEO and Mega Si...Conductor
You’ve got millions of pages, multiple brands, and a enterprise environment to navigate in your in-house SEO role. John Shehata has one detailed, comprehensive roadmap plus 21 actionable tactics tailored for enterprise success. In this presentation, you’ll learn how to establish trust, cut out inefficient tasks, and build a lean SEO team that is flexible enough to maneuver in a complex corporate structure and expert enough to exponentially expand your mega site’s web presence.
Presentation by:
John Shehata – VP SEO, Condé Nast
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
The Ultimate Website Development RoadmapAdina Zaiontz
The 10 Step Guide to Building and Marketing a Sales-Driven Website.
Step 1: Research Competitors
Step 2: Make a List of Functional and Content Requirements.
Step 3: Assemble Team
Step 4: Wireframe
Step 5: Content Creation & Collection, Content Schedule
Step 6: Design
Step 7: Programming
Step 8: Beta
Step 9: Live Launch
Step 10: SEO & Maintenance
Scaling Large Enterprise Technical SEO - Keith Goode - DeepSEOCon 2021Keith Goode
Given at DeepSEOCon on Wednesday, September 8th, 2021 by Keith Goode, Sr. SEO Strategist at IBM.
Scaling SEO and developing a strategy is difficult enough. Add 300,000 co-workers and an army of directors and executives competing for budget, priority and attention, and it becomes exponentially more difficult.
Technical SEO at a large enterprise company isn’t as simple as running a technical audit and then handing a list over to an internal team to fix. There are limits on resources, tools and budget to contend with. Any problem requires a needs assessment, an evaluation on actual impact and any revenue losses before anyone will even consider talking to you.
In addition to fixing technical issues that already exist, there’s a great need to avert additional crises due to CMS platform changes, site migrations, acquisitions, disposals, etc..
In this session, I’ll talk through the process of building taking a technical audit from awareness to implementation, along with the political hurdles in between. I’ll also provide insights on sizing and planning within an Agile environment.
Fail at Scale: Large Enterprises and the Challenges of In-House SEOKeith Goode
Given at Pubcon Virtual 2020 on Thursday, October 15th by Keith Goode, Sr. SEO Strategist at IBM.
Whether the culmination of several big changes on your site results in a massive loss of link equity or one small change breaks your canonical tagging, working on a large enterprise site has its share of dangers and pitfalls. With 20,000 hands in the mix, whether coding or writing content, each one can be a single point of failure or be part of "death by 1,000 cuts."
In this session, Keith Goode will go through examples of site failures that have rocked large sites, how they were diagnosed and the fixes put in place to repair the damage. He'll also cover how you can monitor for small and large changes alike and treat them before they impact the site negatively.
Lastly, he'll walk through his revised position on democratization and how he's modified his training to be more relevant to the disciplines of his students.
SEO in the Age of Artificial Intelligence | How AI influences SearchPhilipp Klöckner
SEO hast changes over the past decade. Understand how classical ranking factors become less important, while user experience dominates the top rankings.
As seen live on stage at @ProjectAcom #PakCon2018 in Berlin.
Enterprise SEO: Understanding the Power and Peril of SEO at ScaleKeith Goode
Given at SearchHOU on Thursday, July 19, 2018 in Houston, Texas, this was a presentation by Keith Goode, discussing how sites scale as they grow larger, the division of labor in large organizations, the challenges and threats to being a large enterprise SEO, and how to democratize SEO across disciplines in an organization.
Strategies for Coping with a World-wide Shortage of SEOs - State of Search 20...Keith Goode
Presented at State of Search 2020 on October 27, 2020 by Keith Goode, Sr. SEO Strategist at IBM. This session discusses how sites can still do SEO when hiring a full SEO team is not possible. Currently, there are far more job openings in the SEO industry than there are for qualified people to fill those roles.
This presentation will present insights into web user psychology, how to think about and write for the web, how to identify common content mistakes and how writing for the web will improve your search engine rankings.
Best Practices in Gathering Requirements for SharePoint ProjectsDux Raymond Sy
Poor requirements can be attributed to failed SharePoint implementations. The key to successful SharePoint implementation is properly developing requirements. A lot of people know that this is important, however, only a handful of folks truly understand what it takes to do this right.
In this presentation participants will be able to identify:
- The key components of requirements gathering process
- Why requirements traceability is paramount in defining ROI in SharePoint projects
- Why having a well defined business case is necessary to effectively initiate requirements gathering
Presented at the Atlanta SharePoint Users Group Meeting on August 17, 2009
This is hands-down the fastest, funnest way to learn how to make your site healthier and more visible. It’s like speed dating for strategy. Join Conductor’s professional service team as they rip through 30 actionable strategies in a rapid-fire fashion that you can implement the minute you leave the room (or even while you’re there!).
Speakers: Pat Reinhart, Stephan Bajaio, Holland Dauterive, Conductor
Moderated by: Katie Greenwood, Conductor
STRATEGY AND SUCCESS WITH OFFICE 365: PRACTICAL TOOLS AND TECHNIQUES FOR THE ...Richard Harbridge
People are complex. Office 365 is complex. Add the two together and you get some of the most challenging, difficult, and stressful situations, especially if you are responsible for facilitating shared understanding between them.
Join Richard Harbridge to learn about actionable techniques to improve, simplify and amplify your leadership, business analysis and information architecture efforts with Office 365. Walk away with improved confidence when dealing with business and non-technical related challenges of Office 365, and be familiarized with effective tools and techniques that make Office 365 implementations more successful.
Our topics, where we will dig into best practices will include:
Aligning with The Microsoft Roadmap, Planning & Implementing for Scale, Aligning with Industry Trends, Pro-Active Planning, Visualizing & Communicating Better.
How do you weigh SEO priorities if you don't know what those priorities are? Whether you're looking for improved rankings, more organic traffic, or a stronger DA, a thorough SEO project plan is instrumental in driving results. It's your tool for setting and measuring against objectives, effectively prioritizing new initiatives, and most importantly, reaching your SEO goals.
During this Web Clinic, our Senior SEO Strategist, Rebecca Berin, covers:
How to audit and analyze your site for opportunity.
Prioritizing SEO opportunities.
Building out an attainable and productive SEO project plan.
SEO in the Age of Artificial Intelligence | How AI influences SearchPhilipp Klöckner
SEO hast changes over the past decade. Understand how classical ranking factors become less important, while user experience dominates the top rankings.
As seen live on stage at @ProjectAcom #PakCon2018 in Berlin.
Enterprise SEO: Understanding the Power and Peril of SEO at ScaleKeith Goode
Given at SearchHOU on Thursday, July 19, 2018 in Houston, Texas, this was a presentation by Keith Goode, discussing how sites scale as they grow larger, the division of labor in large organizations, the challenges and threats to being a large enterprise SEO, and how to democratize SEO across disciplines in an organization.
Strategies for Coping with a World-wide Shortage of SEOs - State of Search 20...Keith Goode
Presented at State of Search 2020 on October 27, 2020 by Keith Goode, Sr. SEO Strategist at IBM. This session discusses how sites can still do SEO when hiring a full SEO team is not possible. Currently, there are far more job openings in the SEO industry than there are for qualified people to fill those roles.
This presentation will present insights into web user psychology, how to think about and write for the web, how to identify common content mistakes and how writing for the web will improve your search engine rankings.
Best Practices in Gathering Requirements for SharePoint ProjectsDux Raymond Sy
Poor requirements can be attributed to failed SharePoint implementations. The key to successful SharePoint implementation is properly developing requirements. A lot of people know that this is important, however, only a handful of folks truly understand what it takes to do this right.
In this presentation participants will be able to identify:
- The key components of requirements gathering process
- Why requirements traceability is paramount in defining ROI in SharePoint projects
- Why having a well defined business case is necessary to effectively initiate requirements gathering
Presented at the Atlanta SharePoint Users Group Meeting on August 17, 2009
This is hands-down the fastest, funnest way to learn how to make your site healthier and more visible. It’s like speed dating for strategy. Join Conductor’s professional service team as they rip through 30 actionable strategies in a rapid-fire fashion that you can implement the minute you leave the room (or even while you’re there!).
Speakers: Pat Reinhart, Stephan Bajaio, Holland Dauterive, Conductor
Moderated by: Katie Greenwood, Conductor
STRATEGY AND SUCCESS WITH OFFICE 365: PRACTICAL TOOLS AND TECHNIQUES FOR THE ...Richard Harbridge
People are complex. Office 365 is complex. Add the two together and you get some of the most challenging, difficult, and stressful situations, especially if you are responsible for facilitating shared understanding between them.
Join Richard Harbridge to learn about actionable techniques to improve, simplify and amplify your leadership, business analysis and information architecture efforts with Office 365. Walk away with improved confidence when dealing with business and non-technical related challenges of Office 365, and be familiarized with effective tools and techniques that make Office 365 implementations more successful.
Our topics, where we will dig into best practices will include:
Aligning with The Microsoft Roadmap, Planning & Implementing for Scale, Aligning with Industry Trends, Pro-Active Planning, Visualizing & Communicating Better.
How do you weigh SEO priorities if you don't know what those priorities are? Whether you're looking for improved rankings, more organic traffic, or a stronger DA, a thorough SEO project plan is instrumental in driving results. It's your tool for setting and measuring against objectives, effectively prioritizing new initiatives, and most importantly, reaching your SEO goals.
During this Web Clinic, our Senior SEO Strategist, Rebecca Berin, covers:
How to audit and analyze your site for opportunity.
Prioritizing SEO opportunities.
Building out an attainable and productive SEO project plan.
The exploding areas of local, mobile, and social digital contexts offer outstanding ROI prospects for brands and growth potential for digital agencies.
Here is a vision for expanding an inbound marketing capacity either in-house or on the agency side. It's time to move beyond core SEO and PPC into a holistic, social, local, and content-driven world.
How to drive seo accountability across your organizationJohnny Russo
Jessica Bowman, founder of SEOinhouse.com, is a leader within the Search Engine Optimization (SEO) industry and a long-time advocate of in-house SEO. She is a well-known international speaker and moderator at SEO events that include: Search Engine Strategies, Search Marketing Expo and International Search Summit. She is also an industry columnist for publications such as Search Engine Watch and Search Engine Land. Audiences benefit from Jessicas knowledge of how to create a sustainable SEO strategy, how to take an SEO program to the next level and leverage existing company resources to produce the maximum return on SEO investment. For companies that are new to in-house SEO, Jessica and the team at SEOinhouse.com get SEO programs up and running quickly, systematically and profitably.
Setting & Managing Client Expectations During Site Launches - STAT City Crawl...Joe Kelly
After five years of in the field of SEO, I've learned a lot of great lessons about how to effectively communicate during site launches. This presentation will give you clear and actionable takeaways to help enhance your communication with clients during SEO site launches.
Managing Entropy - Clarity '13 - Keith GoodeKeith Goode
"Managing Entropy" is a presentation given by Keith Goode at Clarity '13 on September 26, 2013 in Austin, TX at the Four Seasons Hotel and Conference Center. The session was "Solving SEO Challenges at Scale," and the other panelists were Taylor Pratt, Scott Nickels, and Richard Chavez.
In this presentation, Keith Goode discusses the challenges of scaling SEO efforts without becoming a weighty organization. SEO at scale requires an organization-wide democratization of SEO. Review the slides to find out how.
Sourav SEO Case Study - 1k to 100k trafficsourav kumar
SEO is cool. didn't agree? I have managed to rank keywords like sbi personal loan single handedly. Here are the outcomes of my work: 1. I increased traffic 1k to 100k/pm 2. Increased DA 15 to 30. 3. Got 400+ organic leads. 4. Reduced Spam score 36 to 1. 5. Ranked highly competitive keyword 6. 900+ keywords on first page. 7. Increase High Quality Backlinks { before 400, Now 20k}
The Top 8 Skills That Every Great SEO Professional Requires in Order to Succeed
Although there is no universal list of SEO abilities, there are a few things I look for in every candidate, based on their degree of expertise and position.
You can check my website https://www.sanjaydey.com. You can contact me deysanjay74@gmail.com for any SEO services or consultation
Internet Marketing Academy Melbourne Presentation September 2009Lucio Ribeiro
You can view the Internet Marketing Academy's successful training session on Internet Marketing. The seminar is designed by business people for business people.
Search Engine Optimisation (SEO) for VideoRebecca Caroe
Explanation of 5 areas where you can use video and SEO to achieve your marketing goals. practical tips and implementable tools for the small medium (SME) sized business.
Integrated SEO: Combining Different SEO Strategies, Tactics, Techniques and S...Victorino Q. Abrugar
My presentation about Integrated SEO (Combining Different SEO Strategies, Tactics, Techniques and Styles) during the Mastering Online Ranking Conference (MORCon) 2013 organized by SEO Organization Philippines.
Linkdex Operational SEO Think Tank - Small Thinking in a big organisationJose L. Truchado
In today's corporate world organisational structure can be a big hurdle when executing an effective SEO strategy. But using a start up approach can work as the perfect SEO strategy that circumvents the silos created by organisational culture.
SEO essentials 2021 - The basics of Search Engine OptimisationBen M Roberts 🐝🐝🐝
What are the SEO fundamentals you need to know in 2021? How can you get your website to appear within Google searches for words and phrases that your customers are using?
In this presentation, Ben M Roberts shares with you the basics of SEO. The important things that you need to get right to give you best chance of ranknig for the terms you desire.
Similar to Building for SEO without a Dedicated Resource | Missi Carmen – VP of SEO, M&T Bank (20)
Conductor C3 2019 - SEO + Paid: Better TogetherConductor
Jon Chang, IBM
Paid and organic: can this marriage be saved? You may find it’s easier (and more important) than you think.
Learn more at c3.conductor.com
Conductor C3 2019 - NLP and Search Intent: What Happens in Vagueness Stays in...Conductor
Dawn Anderson, Move It Marketing
As the amount of digital content search engines must make sense of increases, so too does the importance of clarity in the written and spoken word. In this session, you’ll learn about challenges and developments in NLP (natural language processing) and how to disambiguate vagueness to focus intent and content in your SEO tactics and strategy.
Learn more at c3.conductor.com
Conductor C3 2019 - What’s Next, Now: The Modern Media MixConductor
Collin Colburn, Forrester
ow does organic marketing fit in with the modern media mix? And how do you make it pay? Guest speaker Collin Colburn will highlight the trends that are shaping ROI metrics and integration of SEO.
Conductor C3 2019 - Trick Shots vs. Epic Fails: Building a Team Culture Aroun...Conductor
Matt Bailey & Aaron Watkins, Johns Hopkins Medicine
Good medicine (and business) starts with good data. But how do we help our teams make data-driven decisions as a rule? Learn how leading light Johns Hopkins Medicine built a culture around SEO, what was a huge success, and what fell flat on its face as they transformed decision-making within the institution and web team.
Conductor C3 2019 - The Circle of Trust: How Making SEO Accessible To Non-Spe...Conductor
Claudia Higgins, Argos | Simon Dale, Organic
Want to save time spent “fixing” issues and optimizing SEO after the fact? Learn how one of the largest online retailers in the UK ensures specialists and non-specialists alike integrate SEO and user insights in their day-to-day work. Hint: free exchange of knowledge and data allows them to prioritize effectively and keep the customer at the center of web production workflow.
Conductor C3 2019 - Quantum Content Theory and the Odd Numbers of Early-Stage...Conductor
Ali Harris, Bitdefender
Proving the value of early-stage content and SEO was never an exact science—but this session comes close. Bonus: Learn how to get all the “fun money” for early-stage content with solid ROI modeling.
Conductor C3 2019 - The Human Side of ROI: CX on a Global ScaleConductor
Murilo de Favari, Omega Engineering
No matter what you sell, customer experience is the product. We’ll show you how to align resources, budgets, and processes to focus marketing goals more on the people. At Omega, we set
goals valuable to both our organization and our customers, measuring results with granularity that actually excites our Analytics teams. It’s not easy, but it is extremely rewarding.
Conductor C3 2019 - R-E-S–P-E-C-T: How to Win Buy-In and Support for SEO in a...Conductor
Ryan Hipp, Amway
What should you do if your company is a complex enterprise with tons of sites to manage and you need more buy-in for SEO in order to succeed? Find out how to build your internal brand to win resources and respect for SEO.
Conductor C3 2019 - Be the Butterfly: How to Transform Your Customer ExperienceConductor
Waseem Kawaf, Stanley Black & Decker
Accelerate your customer experience development with help from Waseem’s foundational tactics, focused on finding your brand’s purpose and passion. No matter what stage of CX you’re in, this session can help your strategy take flight.
Learn more at c3.conductor.com
Miranda Gahrmann, Randstad
You’re a global org but you have to have a local feel in every region. What works in APAC doesn’t work in EMEA. You’ve got different device habits, languages, search engines, and customs to think about — this session will show you how to give that friendly neighborhood feel on a global scale.
Conductor C3 2019 - How to Supercharge Traffic with Evergreen ContentConductor
John Shehata, Condé Nast
New content isn’t always the answer. Condé Nast’s Pine Tree project optimized existing content using key insights from SEO research—and increased traffic more than 200%. This session reveals the details you need to optimize and refresh evergreen content that works harder for you month after month.
Conductor C3 2019 - Advanced SEO AutomationConductor
Garth O'Brien, GoDaddy
Step into the future of SEO with this session on the latest in SEO automation. Learn how to use technology, tools, and tricks to automate manual tasks so you can save time and be more effective.
Conductor C3 2019 - A Sound Advantage: How Voice Search Works & Works For YouConductor
Upasna Gautam, Manager, Search, Ziff Davis
Become fluent in voice search form, function, and success. Learn how Google processes sound and conducts speech modeling; the four voice search quality metrics Google applies; and how to enhance your own strategy with tactics for targeting content by searcher need states.
Conductor C3 - Influence. Not Influencers - Rand Fishkin, SparkToroConductor
Rand Fishkin, SparkToro
The field of influencer marketing in the last five years has taken an unwise turn toward a narrow definition of “influencers,” that harms the potential of this powerful strategy. In this presentation, Rand will show the dangers of leaning exclusively on heavily-followed individuals, and offer a broader, more impactful, higher ROI path to reach the *right* customers, in the *right* places. Get ready to have myths dismantled and add new tactics to your toolbox.
Learn more about C3 at c3.conductor.com
40 Tips & Tricks with Conductor Pro ServicesConductor
40 Tips & Tricks with Conductor Pro Services at C3 2018 with:
Kenyon Adei-Manu, Amazon
Stephan Bajaio, Conductor
Bill Sebald, Greenlane Search Marketing
Using Search Data to Influence Organizational Decision MakingConductor
James Patterson, Senior Manager, SEO, American Eagle at C3 2018
While SEO is typically viewed as one channel within a larger digital marketing portfolio, the research that we do can drive content and technical decisions that impact all digital marketing channels. Identifying useful SEO data and using it to educate key functional teams is a core competency of an in-house SEO. Whether you are involved in early Ideation or tactical Implementation, SEO data should feed your decision making.
Walking a Tightrope: Balancing Organic Traffic Growth with Content Monetizati...Conductor
Matt Crowley, Sr. Director of Optimized Services,MoreVisibility | Lisa Morris Bonsall, Clinical Editor, Lippincott Nursing Center at C3 2018
Any organization that publishes content has likely faced the challenge of balancing the need to grow traffic organically with the need to monetize their content. There are often competing needs; do you put content behind a gate and risk losing organic traffic or offer unrestricted access but risk losing conversions? We would all love to run the same paywall tests as publications such as The New York Times, but that’s not always accessible to every brand. We would also all love to think that organic traffic growth cures all when it comes to business goal growth, but that’s not always the case. Join NursingCenter and MoreVisibility in a discussion of key lessons learned from running content gating experiments, dealing with duplicate content issues, and supplementing legacy content types with new formats.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Old Oak - Press Kit - Cannes Film Festival 2023
Building for SEO without a Dedicated Resource | Missi Carmen – VP of SEO, M&T Bank
1. BUILDING FOR SEO WITHOUT
A DEDICATED RESOURCE
Missi Carmen
VP, SEO
2. #C3NY
2
SEO BROKEN RECORD
Do any of these statements sound familiar?
1. There is no way we can address all of your requests for go live?
2. I didn’t know you needed to be involved.
3. Do you need to be involved?
4. We didn’t have SEO include in the original project scope
5. I don’t know SEO so I didn’t include it in the project brief.
6. We went with that product name because it was “brand-right”. Who cares
what the customers call it?
7. I just don’t understand the value of SEO
8. Can you teach me quick SEO?
9. Can you put some numbers behind that?
10. They’ll never go for it.
11. This is how it’s always been done.
3. #C3NY
3
COMMON CHALLENGE FOR ALL ORGANIZATIONS
SEO is still the least understood area of marketing today
• Misconception:
– SEO is a job description, a person or a team.
• Reality:
– SEO is a process.
– SEO is a team culture.
– SEO is any input that engines use to rank
pages.
– SEO is anything that people or technology do
to influence ranking elements.
Ultimately, everyone is responsible for and can
contribute to SEO.
http://partnerwithsheena.com/wp-content/uploads/2014/08/internet-marketing-terms-glossary.png
4. #C3NY
4
MY STORY
Who is Missi? What is she really like?
• My Background:
– Marketing meets IT.
– ESTJ (Extravert, Sensing, Thinking, Judging)
• ESTJ is outspoken, a person of principles, which
are readily expressed. ESTJ is not afraid to
stand up for what he/she believes is right even
in the face of overwhelming odds.
• My Work:
– Construction Engineer
• Deals with the designing, planning, construction,
and management of infrastructures (highways,
bridges, roads)
– Detective
• Collects forensic evidence to solve crimes.
Interviews informants, suspects and witnesses.
• Keeps detailed records. Follow up on leads.
Prepare investigative reports.
http://s392.photobucket.com/user/DryKid/media/NoirDetective.jpg.html
http://milhouseinc.com/wp-content/uploads/2012/04/Construction-Engineering-large-July-5.jpeg
6. #C3NY
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WEARING MULTIPLE HATS
Have our responsibilities and priorities changed?
• Study*: Respondents asked to
identify all of the job functions
they were involved with.
• Findings: “Most search marketers
perform an average of five job
functions in addition to their core
responsibilities.”
Takeaway: Many SEO responsibilities
that are successful come with
increasing appreciation and
awareness within the organization.
How SEOs Really Spend Their Time
Fighting
for SEO
Channel,
Voice,
Budget,
65%
http://moz.com/blog/4-essential-seo-infographics
Social
Media,
6%
Surviving,
6%
SEO
Tactics,
25%
*2006 Study by iProspect and Juniper Research
7. #C3NY
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WHERE IN THE WORLD IS SEO
Organization placement could impact SEO productivity and awareness.
• 2011: SEO in Marketing, Product,
Technology and Web Operations
— SEO on Product teams more successful
• 2012: SEO has matured in the
organization, with increased
resources, budget and technology
adoption
— 16% had SEO in its own department
— 65% say natural search is influences
revenue strategy
(SEW & Conductor study “Why 2013 is the
Year of the SEO”)
http://chameleon.conductor.com/blog/wp-content/uploads/sites/5/2011/08/SEO-in-the-org-350.png
http://www.conductor.com/blog/2011/08/thoughts-on-where-seo-belongs-in-the-organization/
http://ww2.conductor.com/rs/conductor2/images/Conductor-Why_2013_Year_SEO.pdf
8. MAKING THE CASE
Shifting Organization Perspectives to Include SEO
9. #C3NY
9
SEO maintenance
ATTACK THE LOW-HANGING FRUIT
High value things you can do in the least amount of time
1. Prepare monthly reporting (high-level)
2. Conduct keyword research
– Striking distance and emerging
3. Stay on top of duplicate content issues
4. Maintain good site structure & speed
5. Local SEO (if applicable)
6. Conduct or get a site audit
– Create an easy to read scorecard or roadmap
of current SEO on/off-page priorities
http://magazine3.magazine3.netdna-cdn.com/blog/wp-content/uploads/2014/07/SEO-tips.png
10. #C3NY
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BUILD AN SEO EDUCATION PROGRAM
No introverts allowed! Start on an SEO quest.
SEO awareness
1. SEO Office Hours: Great way for people to come and ask questions.
– Be the guru! Be the go-to person.
– HOW SEO impacts them and WHAT can be done about it collaboratively.
2. SEO News Resource: Filter relevant news, add your spin and tailor it
for team priorities or business goals.
– Send out SEO articles in-house.
– Outline HOW changes impact departments and WHAT can be done about it.
3. SEO Education Activities: Invest time in regular SEO activities to
keep the topic alive.
– Meetings with a Purpose, SEO Task Force (Seasonal), Training, SEO Coffee Talk
11. #C3NY
11
SEO audience
SAMPLE SEO EDUCATION PROGRAM
SEO Coffee Talk: 15-minute download of what happened in the
world of Search and how those changes impact Teams.
Focus: Five Ws (who, what, where, when, why)
Schedule: Piggy back on existing team meetings
SEO Coffee Talk Agenda (example):
1. New “Pigeon” Algorithm (impacts to Retail, Social & Local SEO)
2. Foursquare to Swarm & Yelps New Video Feature (impacts Social & Retail)
3. Google Adds Images to Quick Answers (impacts Media, Investors, Social & Retail)
4. Paid Search Spend in Q2, Mobile Up 98% (by Covario) (impacts Marketing)
5. SEO Strategy: What Is Really Needed (impacts everyone)
12. #C3NY
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BUILD AN INTERNAL ARMY OF SEO’S
Create goal alignment to help others understand and embrace the impact of SEO.
1. Get out of your chair!
2. Identify key stakeholders: Ask questions and listen.
– Share the SEO why behind the what, because understanding builds a sense of ownership.
3. Discover internal advocates: Those an interest can be your allies, eyes and ears.
– Make them co-trainers. Give them kudos and brag about a job well done to their boss.
4. Get SEO involved: Early in development process.
– Example: If UX/UI team has a style guide, ask if you can incorporate SEO guidelines for
internal linking, ALT text, and headlines.
5. Create department internal “aids”: Documentation or best practices early on to
avoid repeating mistakes.
– Jessica Bowman, founder and CEO of SEO In-House uses the word “aids” not checklists
because they are not always definitive.
SEO impact
13. #C3NY
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DON’T ALWAYS PITCH YOUR PROJECTS AS “SEO”
Building a case for that dedicated resource
1. Align with Department Goals:
– Know what matters to the business.
– Map projects to goals/KPIs by presenting SEO
techniques and initiatives that can help.
– Position projects that benefit the customer or
other teams before someone has a chance to
push back on a pure SEO project.
2. Align with Reporting:
– Know what matters to the business…again!
– Choose tools that give you actionable info and
show executives how SEO initiatives contributed
to the bottom line.
– Synch SEO reporting into other teams metrics.
Make your job easier not harder.
http://seodoze.com/wp-content/uploads/2014/06/seo_1.jpg
14. #C3NY
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OUTSOURCING & CONTRACTORS
An extension of your SEO initiative.
1. Great for Short-term projects:
— Wireframes, code review, copywriting, link building,
training.
2. Outsource Recommendations:
– Create a relationship with an agency that offloads
workload.
3. Outsourcing cons:
– Dependent on individuals and agency turnover.
– Limited access to full business scope or access based on
your availability.
Follow through: You’re going to get busy. Don’t
assume that just because you’ve hired them that
things are being handled well.
“top three reasons for using
an outside provider for
search engine optimization as
opposed to doing it in-house
are lack of in-house skills
(44%), too-time consuming
(41%) and lack of in-house
tools and technology (38%).”
SEMPO’s 2011 State of Search
Marketing Report
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EXECUTIVE BUY-IN: 5 KEYS TO CREDIBILITY
Gaining the channel recognition for the needed SEO resource
1. Executive sponsorship
for building SEO team
– Educate and empower
your Executive Sponsor
with high-level SEO
insights that are or will
direct impact a project, a
team or a campaign.
– Their initial impression
with you and SEO is key
to the success of the
program sponsorship.
SEMPO’s 2011 report: Challenges for Managing SEO
17. #C3NY
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EXECUTIVE BUY-IN: 5 KEYS TO CREDIBILITY
Gaining the channel recognition for the needed SEO resource
2. Use objective measures for comparisons (Goobly-gook!)
– Score campaigns or business lines with a search score using measurements
based on competitive research, geo, site performance, pre & post.
– Prove the SEO impact to the business by translating SEO initiatives into
revenues or success metrics
3. Establish concrete milestones throughout the project/campaign
– Provides team and executives with paced channel performance against
established objectives. If SEO succeeds, attention is gained.
– Visible progress and success measurement are critical to communicate
expectedly, on a consistent basis; not by request.
18. #C3NY
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EXECUTIVE BUY-IN: 5 KEYS TO CREDIBILITY
Gaining the channel recognition for the needed SEO resource
4. Make SEO part of the regular workflow with ease
– Understand current workflow within other departments and merge SEO
activities into their existing process.
– Incorporate your SEO reporting with their dashboard for an all up
executive view.
5. Create a sense of SEO comradery
– A little competition never hurt anyone! SEO achievements that gain the
recognition of a C-Suite with a little fun can go a long way.
– Even weekly report cards on performance with gold stars for top
performing business units brings a new take on weekly reports.
• Example: Zebra report card
20. #C3NY
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ESTABLISHING THE CASE FOR A DEDICATED RESOURCE
Summing up the components to build a case.
1. SEO Success
– Much of SEO success lies in the perception of the current SEO program and
the current resources at play… evaluate yourself
2. Uphill Battle
– Embrace that SEO is never easy. Many teams face a battle when looking to
add a dedicated resources.
– Reach out to your SEO community for feedback and support.
3. Structure and Workflow
– Make SEO part of everyone’s jobs. Get SEO involved early and find your
internal army (product managers, developers, key stakeholders).
4. Avoid SEO Pitfalls
– Not speaking up. Not communicating wins & losses. Spread the love to
those who have helped you succeed!
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EVERYONE UNDERSTANDS NUMBERS
Building a case for that dedicated resource
5. Be Aware of Politics!
– Be aware of it and either try to avoid the conflict OR…
– Bring organization to the table and merge ideas.
6. Align with Departments Goals
– How they are measured? Don’t forget to explain the opportunity SEO
offers.
7. SEO Channel Contribution
– Focus on the HOW, the approach taken, the impact and WHAT was done.
– Show traffic improvement can be attributed to particular tasks or projects,
give those teams credit when it’s appropriate publicly.
8. Executive Perception
– Show management the opportunities and competition in natural search.
22. MISSI CARMEN, VP OF SEO
mcarmen@mtb.com
linkedin.com/in/missicarmen
@missmktr
Editor's Notes
So SEO has come a long way in terms of visibility within the organization but perhaps you are still facing the misconception.
How do you bring reality to your organization?
Next we’re going to talk about some of the low-hanging fruit, the high-value tactics to bring SEO appreciate and awareness to your organization.
2006 Study by iProspect and Juniper Research. Participants in the study reported the following job functions included “search engine optimization (88%) and paid search advertising (77%), fully 58% also said that they were involved in web site design and 57% with email advertising.”
Will there be a continued evolution for SEO job responsibilities?
Where are you spending your time?
Infographics (Rand Fishkin) paints the picture of the many SEO responsibilities that come with increasing appreciation and awareness within the organization.
Based on my keen intuition and math skills, I’ve broken down Rand’s pie chart even farther65% of time spent trying to give SEO a voice, a budget and a seat at the table
25% of time actually doing SEO (monitoring, keyword research, onsite and link building)
6% on Twitter/FB/Google+
6% trying to survive
2011: SEO is found in Marketing, Product, Technology and Web Operations
SEO on Product teams was more successful (strong Senior Exec belief, SEOs were empowered, agile and productive implementing SEO tactics)
(Seth Besmertnik “Organizational Structure for Paid and Natural Search Teams”)
2012: SEO has matured in the organization, with increased resources, budget and technology adoption
2nd most common place (16%) for SEO was its own department
6 out of 10 organizations expect to increase SEO headcount
63% of executive teams are more familiar with SEO metrics than 12 months prior
65% say natural search is influences revenue strategy
(SEW & Conductor study “Why 2013 is the Year of the SEO”)
Nice survey results but who can really relate?
Despite the evolution of SEO’s placement in the organization, there is still the usual suspects of challenges:
Executive Buy-In
Insufficient understanding of SEO within the organization
Having a seat or voice at the table
We already know you’re strapped for time and resources or that you’re wearing multiple hats. But you know the organization needs SEO. You’ve got to continue to attack the low-hanging fruit and monthly reporting to set a baseline for success when you do build the SEO program.
While there are checklists just about everywhere on the web or recommendations in your enterprise tool of choice, the point of a site audit is to give you, a resource, or vendor, a snapshot or roadmap of SEO activities that need to be addressed.
Commentary…
Don’t use parameters in places where they’ll get indexed.
Consistent URLs for both mobile/desktop versions of your site.
Can’t fix a wrong link? Use 301 redirects.
Can’t get rid of duplicate content, can’t redirect, then use the meta tags like rel=canonical or noindex.
If you can’t do that, then just fight it any way you can.
Commentary…
Ask yourself: Should I link to every page from the homepage or just the main ones? Should I repeat everything in the footer or should I cut the footer all together? Can I hide the homepage text?
While good site structure typically falls more into the UI/UX category, it’s also an SEO concern. When you design a site with the intention of getting a visitor to the right page or right information they’re looking for, you’re inherently creating a page that does the same for the search engines.
Commentary…
Claim your listings, check your NAP, and monitor your reviews.
Create storefront pages and make sure they are associated with your local listings.
And if you don’t have a storefront, create a page(s) that talks about the area you serve.
So with reporting and SEO low-hanging fruit running in the background and you know your internal stakeholders, the most important thing to craft time for: Bringing SEO out of the shadows and into the light! How? Build your internal SEO education program.
Commentary…
Here’s where the “multiple hats” comes into play.
Make all news items actionable - This part is key. If individuals don’t care about SEO, the org won’t. Time management is key here as is respecting others inboxes. Don’t just forward a mass amount of emails. Instead pull the synopsis and create a catchy headline IF there is an impact that’s easy to understand and appreciated in less then 2 minutes. Think of an elevator speech.
SEO Coffee Talk is a 15-minute download of what happened the previous month in the world of Search and how those changes impact our Marketing Teams. In this brief presentation, July game changers will be highlighted including how these changes can and will impact M&T Bank’s digital marketing efforts, social profile and reach, Retail team, campaign data interpretation and Analytics. Questions? Sure! 5-10 minutes will be open at the end of Coffee Talk for questions.
Take the first 15-minutes of an existing meeting
Relate the topics to initiatives that affect the attendees
Try to include 3-5 talking points per month that touch all departments
If you’re not a morning person, you could always do SEO Chocolate Talk for those afternoon sessions
Example: Under Armour, R2i
To build your internal army, you’ve got to get out of your chair and into other departments. Don’t sit on a silo. Be a fly on the wall every meeting your calendar allows
Talk to key stakeholders about their big initiatives, their current challenges with achieving goals (revenue, conversion). The point here is to shut your mouth and open your ears. Figure out how SEO can be of value to them. Be a detective. Investigate, document, interview.
Example: If designers or product teams are revamping pages or updating wireframes, get involved.
Get out of your chair: Make SEO and yourself known. Don’t sit in a silo.
Identify key stakeholders: Learn to talk with confidence. Ask questions. Listen.
Share the SEO why behind the what, because understanding builds a sense of ownership.
Discover internal advocates: Those with an interest to be your allies, eyes and ears.
Make them co-trainers. When you impart knowledge, you gain evangelists.
Give them kudos and brag about a job well done to their boss.
Get SEO involved: Don’t bring SEO in after the fact. Early in development process.
Example: If UX/UI team has a style guide, ask if you can incorporate SEO guidelines for internal linking, ALT text, and headlines.
Create department internal “aids”: Documentation or best practices early on to avoid repeating mistakes.
Jessica Bowman, founder and CEO of SEO In-House uses the word “aids” not checklists because they are not always definitive.
Commentary: drive qualified search traffic
Commentary: Try to ensure each release includes a fixed allocation for small maintenance tasks.
Commentary: Under Armour – dedicated hours a month from IT for SEO
Department Goals:
Map projects to others common goals and KPIs by presenting the SEO techniques and initiatives that can help.
Position ideas that benefit other teams before they have a chance to push back on a pure SEO project.
May help drive your project forward (Internal army)
Your ideas may align with customer needs but could also support other business goals.
Reporting: Know what matters to the business.
Choose tools that give you actionable info and show executives how SEO initiatives contributed to the bottom line.
Synch SEO reporting into other teams performance metrics. Make your job easier not harder.
Commentary…
If you do bring in a vendor, scope out the project fully. Make sure you’ll receive what you’ll expect and that you’ll pay what you expect.
Commentary:
Training - No brown bags because it feels squeezed in.
Get an executive sponsor who is at a level where he/she can reach across teams and organizations to ge things done and to get other folks to cooperate with you
Respondents: 210
Break out SEO into projects (even with names), seasonal campaigns, quarterly phases.
4. Asking departments to do something different than they’re currently doing will be like pulling teeth. Work SEO requests into what they’re already doing to win well with an internal army of SEOs.
5. Executive reporting. In fact, at UA we created the Zebra report card, it was a project partnered with SEO, inventory planning and merchandising. Every week we’d use our dashboards from Conductor to monitor the product pages that not only partnered with SEO on and off-page activities but were also top performers for revenue and inventory depletion.
As an SEO, you’re bound to upset someone somewhere.
Commentary: Don’t simply demand that colleagues meet your SEO goals
Creating an understanding of the commercial ecosystem that you work in is core to developing a long-term SEO strategy. SEO should be able to show genuine insights into the website, and company revenue model.
Example: Help your PPC team by targeting terms that are unprofitable from a paid perspective. Then let PPC return the favor by informing your SEO team about which ad copy drives the highest CTRs and which keywords convert the best.