Effective In-House SEO shows some examples of work done by James Norquay. The presentation was presented at SMX Sydney 2012 on the main stage, it deals with in house SEO issues. James Norquay is a well known Australian SEO consultant. You can visit his blog at : http://jamesnorquay.com

1. Effective In House SEO
By James Norquay
Senior Consultant – SEO & Social Media
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2. Who Am I?
James Norquay
7+ Years SEO/Social Media Experience
Worked for – Aegis Media / Columbus Search, Virgin
Mobile Australia, Havas Digital, RJ Network, Various
Private SEO contract roles + Many more online
contracts.
Regular Poster on the following sites:
Ranked 10 out of 11,800+ global SEO’s on SEOmoz
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3. Agenda
1. Working with Staff
2. Business Research and Planning
3. Leveraging Media and content
4. Getting More SEO Budget
5. Large Scale Link Building
6. Working with Social Media Teams
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4. Working with Staff
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5. Pre Results and Post Results
Image: Distilled.net
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6. Working with Developers
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7. Developers Get Things Done
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8. Development Road Blocks
-Development Cycle: SEO changes can take
6 months if there is a long release cycle.
- Developers not wanting to implement SEO
recommendations.
- How to speed things up?
- Development KPI’s SEO.
- Development SEO training
- Make Developers a key part of the project.
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9. Create Mandatory Development Check Lists
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10. Use SEO Checklists for Design and Creative Teams
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11. Start Treating SEO pages as sales pages
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12. Leverage PPC Teams and Work Together
-Take the conversion information
from PPC to assist SEO.
- Take Traffic data from PPC to
assist SEO.
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13. Working with Legal Teams
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14. SEO Training for Staff
- Have SEO 101’s for all new staff in web dev/
Online Marketing and social media monthly or
quarterly.
- Hold brain storming sessions monthly.
- Hold in work shops quarterly.
- Inform staff of the latest industry
developments from top sites below:
searchengineland.com searchenginewatch.com SEOmoz.org
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15. Business Research and SEO Planning
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16. Planning and Research
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17. Knowledge of Product Range
Investigate the company in depth, history, research existing and plan for new
products which are yet to be released.
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18. Knowledge of Company History and Campaigns
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19. Leveraging Media and Content Assets
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20. Leverage Media Buys
If you invest large sums into online media buys,
you can easily leverage SEO value adds into
these media buys.
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21. Integrating offline to online
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22. Leverage Offline Media For SEO, don’t just use PPC
Opportunities
Paid search presence (Yes) Mobile Presence (Yes)
Organic SEO presence (NO)
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23. Find People taking your content
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24. How to find people taking your content +
Ask them to link to you!
www.tineye.com
www.google.com/alerts
www.copyscape.com
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26. Typical Online Budgets Neglect SEO
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27. Setting Basic KPI’s
Increase on Brand (organic) Traffic % & Orders
Increase on Generic (organic) Non Brand Traffic % & Orders
Increase in total number of keywords driving traffic
Increase in referring domain traffic

28. Setting ROI Forecasting

29. SEO KPI and Bench Mark Reporting for Management
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30. Start using Multi Channel Conversions,
Claim all SEO assisted conversions.
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31. Provide Case Studies When Things Work
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32. Aim for the 80/20 Rule - PPC/ SEO Spend
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33. Link Building
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34. Link metrics are still Important!
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35. Use PR wisely for link building!
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36. PR for link building – Examples
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37. Social Media Competitions for Link Building
- Create apps which emphasise
sharing back to the main website!
- 5,590+ links built to destination
site from Facebook app.
- People love a give away!
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38. Agency Management - OSE and Majestic –
Check Past Work of Agency Partners
www.opensiteexplorer.org
www.majesticseo.com
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39. Link Building Management
www.buzzstream.com
www.ontolo.com
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40. Watch out for people selling blog network links
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41. Start working with Social Media Teams!
Working with
Social Media Teams

42. Google+ Opportunity
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43. Reach out to Brand Ambassadors on Social Media
www.topsy.com
www.followerwonk.com
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44. Pinterest SEO Opportunity – Make Great
info graphics or images people love!
•14,000 RE pins
•40,000+ website visitors from the image.
Source: http://www.seomoz.org/blog/going-viral-on-
pinterest-driving-big-traffic-and-making-pinterest-a-real-
marketing-solution

45. Pinterest SEO Opportunity
- 40,000+ Additional Visitors in a 1 day period from Pinterest.
Source: http://www.seomoz.org/blog/going-viral-on-pinterest-driving-big-
traffic-and-making-pinterest-a-real-marketing-solution
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46. Make Sure you also have sharing buttons where
possible!
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47. Become Content Marketers on Social Media
Flickr
White
YouTube
Papers
Blogs Google+
Website
Guides Twitter
Guest
Posts LinkedIn
PR
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48. A Company Blog is still Highly Important!
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49. Rel Author Use – On Blogs (Highly Important)
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50. Great Content = Great Links
Source: SEOmoz.org
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51. Thank You

52. Contact Me
JamesNorquay.com
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au.linkedin.com/in/norquay
James.norquay@columbussearch.com.au