Mark will talk about working as a product owner as in-house seo. To get your SEO changes seen and implemented and to be the first thought for any site changes. Ultimately getting other teams to say how will this affect SEO early on and to come to you!

2. •I’ve worked in SEO for a while
•I’ve done SEO in house for these
brands:
•I like lemon and herb, ok, I
admit it!
Who am I?

3. Lets get the questions
out of the way first
shall we?

4. Do Nando’s black
cards exist????

5. Who am i?

6. Do Nando’s
employees get free
Nando’s for lunch ???

7. Who am i?

8. Is it ok for me to order water, get
a glass then switch to drinking
coke and get free refills to cheat
the system???

9. Who am I to judge
I’ve never done this,
so I can’t say ;)

10. Questions all done


11. So you’re probably asking
yourself, what am I going
to get out of this talk?

12. “Ways to get shit done and
show everyone that SEO
works, and get their buy in”

13. As SEO experts we know
what tactics works and how
Google works, mostly

14. But as in-house SEO’s one
of our biggest jobs, is to
educate everyone else on
how good it is

15. As an in-house SEO I feel
like this…

17. There’s a lot to do, and
we have to prove are
worth at the same time

18. Our default setting is to
think of SEO as a specialist
in depth topic…

19. Start thinking like a product
manager and split it into
experiments and problems to
solve

20. For those that don’t know Google defines product
management as:
“an organisational function within a company dealing with new product
development, business justification, planning, verification, forecasting,
pricing, product launch, and marketing of a product or products at all
stages of the product lifecycle.”

21. Some of the problems we
face as in house SEOs…

22. 1. Getting thought
about after a
change has been
put live

23. 2. Were out of
the loop on
everything

24. 3. Struggle to get
buy in from people

25. 4. Budget limitations,
sometimes

26. 5. Hitting internal
blockers

27. 6.Stepping on
people’s toes

28. 7. Work in small
teams or on our
own

29. The tasks of a product manager
and an in house SEO naturally
start to overlap…

30. But we need to put
ourselves in the
middle more

31. Over time I believe SEO and product will join
together, as we simply work towards doing
things that are right for users and aligned to
business goals…

32. …meaning we
can relax a bit
more

33. How is working as a product
manager for SEO, helping us
inhousers??? (this is a word )

34. 1. It allows us to work in silos
and deal with tasks in a more
controlled way

35. 2.Gives you a better
understanding of the
priorities

36. 3.Allows you to react
quicker and removes
barriers

37. 4.Frees us from metrics and
algorithm changes

38. How do we become
product managers?

39. Speak to them!

40. Understand the frameworks that
your product managers and dev
teams use..

41. Agile or waterfall learn the
basics

42. Build your work into projects
with tools like Trello or
Asana

43. How do you
work as a
product
manager to get
SEO tasks
done???

44. 1. Dig into you
customer
feedback to find
problems

45. 2. Work on a
hypothesis basis
and remove search
volume

46. 3. Test a small
section to prove
your hypothesis is
correct

47. 4. Create reports
that avoid vanity
metrics

48. 5. Show people in
charge the
opportunity and
make it clear what
your asking of them

49. 6. Don’t be scared to
invite stakeholders to a
kick off meeting. You’ll be
surprised who in the
business is looking at a
similar thing

50. 7. Refer back
to your
business goals
regularly

51. 8. Avoid low
impact high effort
changes

52. Simple Process
Find user
problem
Speak to
people
Get
solution
Everyone
happy

53. I don’t do all these things all of the
time and I do default back to type.
But I’m aware of the need to do
this to grow into my role.

54. Thanks for listening
cluckers
Twitter @markseosborne