SlideShare a Scribd company logo
Source: flickr.com/photos/krancien/4117809270/
From an Army of 1 to
True Organic Agility

Jonathon Colman
In-House SEO for REI

Twitter @jcolman
From an Army of 1 to
True Organic Agility

Jonathon Colman
In-House SEO for REI

Twitter @jcolman
A. K. A.

WHAT STORMTROOPERS
 CAN TEACH US ABOUT

   AGILE
   MARKETING
THE PROBLEM:

 AN ARMY OF ONE

ISN’T GOOD
  ENOUGH
Why? An inability to scale.




Source: flickr.com/photos/st3f4n/4125225588/
Why? Capacity issues.




Source: flickr.com/photos/kalexanderson/7014655351/
Why? Micromanagement.




Source: flickr.com/photos/jdhancock/3591682866/
Why? Can’t accomplish key goals.




Source: flickr.com/photos/jdhancock/3734702838/
Why? Lack of fast response.




Source: flickr.com/photos/jdhancock/4702387746/
Why? No real colleagues or partners.




Source: flickr.com/photos/kalexanderson/6521996943/
Why? Burnout.




Source: flickr.com/photos/30966132@N04/
Why? You can’t retain staff.




Source: flickr.com/photos/kalexanderson/6413081493/
THE SOLUTION:

BUILD AGILITY INTO    SEARCH




MARKETING
Assemble cross-functional teams




Source: flickr.com/photos/jdhancock/3578775702/
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/
Maximize work – not “work”




Source: flickr.com/photos/kalexanderson/5334825075/
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/
Maintain a bias toward action




Source: flickr.com/photos/st3f4n/4467912952/
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/
“Don’t hate, iterate!”




Source: flickr.com/photos/st3f4n/4193370268/
“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/
THE RESULTS:

 AGILE SEO
IMPACTS AT
Organic productivity increase




            45
    Peak number of organic search
 technical infrastructure iterations that
  REI shipped via Agile in a single year
Page load time improvement




   -1.5 s
  Page load time that REI saved our
 customers in 2011 through iterative
  Agile performance optimizations
Aggregate web performance boost




            22
     Total number of years that REI
      saved our customers in 2011
Duplicate content reduction




   -98 %
Overall decrease in duplicate content
due to Agile iterations on pagination
 and canonicalization of site content
Non-branded organic traffic growth




     +50 %
    REI’s single-year growth rate in non-
    branded organic search traffic as we
     iteratively released optimizations
Aggregate organic traffic growth




    +96 %
   Overall growth rate of organic search
  traffic during the two-year switch from
       waterfall development to Agile
NEXT STEPS:

BUILD KNOWLEDGE,
LEAD THE
  WAY
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
Many thanks!

    Jonathon Colman
    In-House SEO for REI
    Home: about.me/jcolman
    Twitter: @jcolman
    E-mail: jcolman@rei.com
BONUS!

 STORMTROOPER
BLOOPER
  REEL
Source: flickr.com/photos/st3f4n/4286044406/
Source: flickr.com/photos/st3f4n/4056636578/
Source: flickr.com/photos/st3f4n/3884924584/
Source: flickr.com/photos/jojoneil/6359536591/
Source: flickr.com/photos/jdhancock/3777558632/
Source: flickr.com/photos/jdhancock/3587597615/
Source: flickr.com/photos/st3f4n/4429614489/
Source: flickr.com/photos/st3f4n/4370816189/
Source: flickr.com/photos/st3f4n/4322352483/
Source: flickr.com/photos/st3f4n/3951143570/
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/

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