This document discusses strategies for building an SEO program without dedicated resources. It recommends establishing SEO as a collaborative process and educating others about their role. Key points include identifying stakeholders, conducting keyword research, maintaining site structure and speed, and creating monthly reports to demonstrate SEO's value. The document also provides tips on gaining executive buy-in, such as aligning SEO with business goals and using metrics to show impact on revenues.
Andolasoft Saves 43% of Digital Marketing Efforts with OrangescrumOrangescrum
End to end coordination and collaboration continued to improve with quality outcomes for all involved. Orangescrum allowing executives to do quick cost benefit analysis of the digital marketing efforts and track productivity across teams.
Here is my presentation from Inbound 2014 titled "Everything You Need to Know About Your Next Website Redesign."
Description Redesigning your website isn't a simple task. There are many parts to pulling off a successful website redesign, and working with a partner on that project can help. In this session Bob Ruffolo from HubSpot partner agency IMPACT Branding & Design will walk through everything you need to know about your website redesign from preparing your content assets to creating your buyer personas to designing the website. If you are planning a website redesign in the next year, don't miss out on this session.
We do into a lot of detail regarding the HubSpot COS.
Until 2017, the intranet homepage of Brookhaven National Laboratory had not been substantially redesigned since 2004. In the intervening 13 years, ideas about web design, content strategy, information architecture, and the function of an employee intranet changed dramatically. Our redesign project addressed the need for an intranet that better served Lab employees as an information resource that made their daily work lives a little easier. This talk reviews how user data was collected and analyzed to arrive at a final product.
Adam Monago | SearchLove San Diego, 'Responsive Delivery: Effective Practises...Distilled
Continuous delivery is becoming the leading method for software teams to be responsive to the needs of their users. Join Adam to learn how online marketers can employ these same principles to collaborate with developers and deliver high-quality digital campaigns.
This template is designed to give some structure and helpful perspective on how to prepare a proposal of for website redesign. You could also use Word, but as a leave behind, this is a helpful piece.
Create your own attribute system on a scale of 1-5 to rank the competition, average it all out and voila. Show that you're on top of the competition and are designing the website with the big picture in mind.
Make 'em say wow!!
Andolasoft Saves 43% of Digital Marketing Efforts with OrangescrumOrangescrum
End to end coordination and collaboration continued to improve with quality outcomes for all involved. Orangescrum allowing executives to do quick cost benefit analysis of the digital marketing efforts and track productivity across teams.
Here is my presentation from Inbound 2014 titled "Everything You Need to Know About Your Next Website Redesign."
Description Redesigning your website isn't a simple task. There are many parts to pulling off a successful website redesign, and working with a partner on that project can help. In this session Bob Ruffolo from HubSpot partner agency IMPACT Branding & Design will walk through everything you need to know about your website redesign from preparing your content assets to creating your buyer personas to designing the website. If you are planning a website redesign in the next year, don't miss out on this session.
We do into a lot of detail regarding the HubSpot COS.
Until 2017, the intranet homepage of Brookhaven National Laboratory had not been substantially redesigned since 2004. In the intervening 13 years, ideas about web design, content strategy, information architecture, and the function of an employee intranet changed dramatically. Our redesign project addressed the need for an intranet that better served Lab employees as an information resource that made their daily work lives a little easier. This talk reviews how user data was collected and analyzed to arrive at a final product.
Adam Monago | SearchLove San Diego, 'Responsive Delivery: Effective Practises...Distilled
Continuous delivery is becoming the leading method for software teams to be responsive to the needs of their users. Join Adam to learn how online marketers can employ these same principles to collaborate with developers and deliver high-quality digital campaigns.
This template is designed to give some structure and helpful perspective on how to prepare a proposal of for website redesign. You could also use Word, but as a leave behind, this is a helpful piece.
Create your own attribute system on a scale of 1-5 to rank the competition, average it all out and voila. Show that you're on top of the competition and are designing the website with the big picture in mind.
Make 'em say wow!!
Building for SEO without a Dedicated Resource | Missi Carmen – VP of SEO, M&T...Conductor
Despite relying on SEO to continually be a top-performing channel, it is typically the most underinvested and misunderstood role. Yet tackling SEO with a lack of resources, executive buy-or departmental alignment is a common challenge for organizations both large and small. So what can you do? Take charge! In this session, you’ll discover what it takes to make progress despite the lack of a dedicated team, how to introduce the SEO channel as a contributor with a positive impact and finally how to successfully build a case for a search resource to achieve organization effectiveness.
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.
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.
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}
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.
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.
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.
The seminar is aimed at Managing Directors, Marketing Directors & Managers looking to use online platforms and techniques to grow their business.
Due to the overriding success of last year's seminar, the Generate UK Online Marketing Extravaganza 2011 is back to provide you with all the latest online marketing information and techniques to help re-energise your strategy and optimise your business performance.
The agenda is packed with useful presentations which will help you develop an integrated approach to online marketing using the newest technology and best practices.
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.
Oganic traffic is mostly free of charge and therefore an important channel for startups to reach new customers. How SEO works and what start-ups need to pay attention to, in order to use the full potential of the channel will be explained with examples.
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
Building for SEO without a Dedicated Resource | Missi Carmen – VP of SEO, M&T...Conductor
Despite relying on SEO to continually be a top-performing channel, it is typically the most underinvested and misunderstood role. Yet tackling SEO with a lack of resources, executive buy-or departmental alignment is a common challenge for organizations both large and small. So what can you do? Take charge! In this session, you’ll discover what it takes to make progress despite the lack of a dedicated team, how to introduce the SEO channel as a contributor with a positive impact and finally how to successfully build a case for a search resource to achieve organization effectiveness.
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.
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.
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}
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.
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.
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.
The seminar is aimed at Managing Directors, Marketing Directors & Managers looking to use online platforms and techniques to grow their business.
Due to the overriding success of last year's seminar, the Generate UK Online Marketing Extravaganza 2011 is back to provide you with all the latest online marketing information and techniques to help re-energise your strategy and optimise your business performance.
The agenda is packed with useful presentations which will help you develop an integrated approach to online marketing using the newest technology and best practices.
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.
Oganic traffic is mostly free of charge and therefore an important channel for startups to reach new customers. How SEO works and what start-ups need to pay attention to, in order to use the full potential of the channel will be explained with examples.
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.
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
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.
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.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius
C3 2014 Breakout Missi Carmen
1. BUILDING FOR SEO WITHOUT
A DEDICATED RESOURCE
Missi Carmen
VP, SEO
2. 2
#C3NY
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.
SEO BROKEN RECORD
Do any of these statements sound familiar?
3. 3
#C3NY
• 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.
COMMON CHALLENGE FOR ALL ORGANIZATIONS
SEO is still the least understood area of marketing today
http://partnerwithsheena.com/wp-content/uploads/2014/08/internet-marketing-terms-glossary.png
4. 4
#C3NY
• 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.
MY STORY
Who is Missi? What is she really like?
http://milhouseinc.com/wp-content/uploads/2012/04/Construction-Engineering-large-July-5.jpeg
http://s392.photobucket.com/user/DryKid/media/NoirDetective.jpg.html
6. 6
#C3NY
• 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.
WEARING MULTIPLE HATS
Have our responsibilities and priorities changed?
http://moz.com/blog/4-essential-seo-infographics
Fighting
for SEO
Channel,
Voice,
Budget,
65%
Surviving,
6%
Social
Media,
6%
SEO
Tactics,
25%
How SEOs Really Spend Their Time
*2006 Study by iProspect and Juniper Research
7. 7
#C3NY
WHERE IN THE WORLD IS SEO
Organization placement could impact SEO productivity and awareness.
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
• 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”)
9. 9
#C3NY
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
ATTACK THE LOW-HANGING FRUIT
High value things you can do in the least amount of time
http://magazine3.magazine3.netdna-cdn.com/blog/wp-content/uploads/2014/07/SEO-tips.png
SEO maintenance
10. 10
#C3NY
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
BUILD AN SEO EDUCATION PROGRAM
No introverts allowed! Start on an SEO quest.
SEO awareness
11. 11
#C3NY
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)
SAMPLE SEO EDUCATION PROGRAM
SEO Coffee Talk: 15-minute download of what happened in the
world of Search and how those changes impact Teams.
SEO audience
12. 12
#C3NY
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.
BUILD AN INTERNAL ARMY OF SEO’S
Create goal alignment to help others understand and embrace the impact of SEO.
SEO impact
13. 13
#C3NY
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.
DON’T ALWAYS PITCH YOUR PROJECTS AS “SEO”
Building a case for that dedicated resource
http://seodoze.com/wp-content/uploads/2014/06/seo_1.jpg
14. 14
#C3NY
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.
OUTSOURCING & CONTRACTORS
An extension of your SEO initiative.
“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
16. 16
#C3NY
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.
EXECUTIVE BUY-IN: 5 KEYS TO CREDIBILITY
Gaining the channel recognition for the needed SEO resource
SEMPO’s 2011 report: Challenges for Managing SEO
17. 17
#C3NY
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.
EXECUTIVE BUY-IN: 5 KEYS TO CREDIBILITY
Gaining the channel recognition for the needed SEO resource
18. 18
#C3NY
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
EXECUTIVE BUY-IN: 5 KEYS TO CREDIBILITY
Gaining the channel recognition for the needed SEO resource
20. 20
#C3NY
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!
ESTABLISHING THE CASE FOR A DEDICATED RESOURCE
Summing up the components to build a case.
21. 21
#C3NY
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.
EVERYONE UNDERSTANDS NUMBERS
Building a case for that dedicated resource
22. MISSI CARMEN, VP OF SEO
mcarmen@mtb.com
linkedin.com/in/missicarmen
@missmktr