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Efficient Website Management for
Digital Marketing Pros
Unlocking Secrets for Successful Campaigns
Agenda
2
NEXT
Website Management
1
Streamlining Operations
2
SEO Best Practices
3
Product-Led Marketing
4
Takeaway Tactics
5
Q&A
6
But why an SEO?
An SEO is often the best candidate to project
manage a website build due to their deep
understanding of search engine algorithms,
focus on user experience, content strategy
expertise, technical proficiency, analytical skills,
communication competencies, and commitment
to continuous optimization.
Efficient web
production requires
mastering the art of
time optimization.
Website Management
Website project management involves balancing priorities,
coordinating teams, and optimizing time to enhance SEO
strategies and achieve high ROI in digital marketing.
Project Timeline
Adherence
Task Completion
Rate
Post-Launch
Performance
CASE STUDY
Total pages produced in 90 days to launch
four client websites in the home services
industry
1.7K
Average lift in organic web impressions
within the first 30 days
22%
Average increase in leads (calls and web
leads) attributed to the website
11%
CASE STUDY
New impressions from Product Snippets
and Review Snippet Results
50K Reduced the time it takes for the Longest
Contentful Paint to load from 5s to 1s
1s
Successful web
production includes
measuring KPIs:
With a team of X, we produced Y
pages, including paid landing pages
The average page on the site was
served X% faster with WP
The design improved LCP, from X
seconds to Y on initial load
An increase on average of X
conversions from organic traffic
Produced in <X days
Xs Improved Load Time
X% Increase in CWV
X% Lift in Conversion
8
NEXT
Streamlining
5 Tips for Efficient
Web Project
Management
Becoming an effective project manager entails mastering the art of time
management, anticipating and addressing obstacles proactively, and swiftly
communicating changes to project stakeholders. These fundamental
principles lay the groundwork for efficiency in website project management,
serving as essential starting points for those aspiring to excel in this role.
Facilitate knowledge transfer to
mitigate risk, promote transparency,
and accountability.
Documentation
Create smooth progression with timely,
effective communication across the
team.
Communication
Allow for adjustments to foster
stakeholder satisfaction and ensure
project alignment with requirements.
Responsive Design
Set clear expectations to minimize
scope creep and enable efficient
resource allocation.
Clear Scope
Foster adaptability, collaboration, and
iteration to ensure flexibility and
responsiveness to evolving challenges.
Agile Methodology
BRANCH GUIDEBOOKS
Document all business aspects for
marketing teams to build effective
campaigns, and link to relevant
source files for accurate reporting.
5 Tools for
Efficient Web
Production
Efficient production rely on utilizing the right tools to streamline workflows,
facilitate communication, and enhance productivity. These tools empower
teams to work seamlessly together regardless of location or time zone. By
leveraging these resources effectively, teams can optimize their production
processes, foster real-time collaboration, and achieve project goals with
greater efficiency and success.
Semrush, aHrefs, Search Consoles for
SEO research for content production.
Research
Get & record feedback with tools like
Pastel for client approvals.
QA & Review
Teams, Zoom, Slack, email, phones
(remember them?!).
Teamwork & Communication
Something collaborative like Notion,
Confluence, Google Docs.
Scope & Documentation
Monday, Teamwork, Jira, something
that produces Gantt charts with
dependencies.
Time Management
NOTION MANAGEMENT
Utilize Notion for project
management with custom tagging,
subtasks, reminders, and assigned
responsible parties to keep projects
clear and organized.
13
NEXT
SEO
Practices
Optimizing individual pages to rank higher and earn more
relevant traffic in search engines. It includes strategies such as
optimizing content quality and relevance, improving HTML
source code and meta tags, enhancing website speed and
mobile-friendliness, and organizing site structure for better
navigation.
On Page SEO
Off-page SEO signals to search engines that your website is
reputable and valuable, ultimately helping to boost your organic
search visibility and drive more traffic to your site. Strategies
focus to improve your site's authority, relevance, and
trustworthiness with efforts like link building, social media
engagement, and online mentions.
Off Page SEO
Create Valuable
Experiences That
Convert
By focusing on delivering personalized, meaningful
interactions and optimizing every touchpoint, you can
significantly boost user engagement and conversion rates,
turning visitors into loyal customers.
ON SITE SEO
Optimize Engagement
for Higher Conversions
SCREAMING FROG
The best way to crawl any website, extract any information, store fully rendered page
information, and utilize ChatGPT API to optimize website content.
KEYWORD RESEARCH
Semrush Keyword Strategy Manager is great for conducting and organizing keywords into
topical groups to identify the biggest opportunity for the website’s visibility.
5 Tips for
Efficient Content
Production
Before starting web page production, prioritize your key
objectives, templatize recurring elements for consistency,
conduct thorough research, ask critical questions to ensure
clarity, and review all components to maintain high quality
and coherence.
Engage stakeholders to clarify
objectives, expectations, and any
uncertainties before production.
Ask Questions
Carefully review content for accuracy,
coherence, and quality to meet
standards.
QA & Review
Conduct thorough research to gather
accurate information and understand
audience needs.
Research First
Create reusable templates to streamline
production and maintain content
consistency.
Templatize
Focus on key goals to ensure your
content aligns with strategic objectives.
Prioritize
Associate With
Sites Your
Audience Views
The purpose of off-site SEO is to show search engines your
content is valuable. Building relationships with authoritative
industry sites enhances your site's credibility and reach
To find relevant link-building sites, prioritize
reputable industry websites that produce
related content
OFF SITE SEO
Gain Authority with Reputable Links
SEMRUSH LINK AUDIT
Potentially toxic backlinks from years of black
hat link building strategies including content
farms, link wheels, and paid-for blog posts
2.1K
of 300 total pages were duplicative and over
optimized, targeting keywords for local cities
and services on one site
104
SEMRUSH LINK ANALYTICS
Monitor your site's backlink neighborhood to ensure it
appears reputable and natural. Use Semrush Backlink
Analytics' Network Graph to quickly identify and
understand potentially toxic sites and their connections
to you.
5 Tools for
Internal & External
Link Building
Using the right tools is essential for streamlining your efforts.
Identify and capitalize on valuable linking opportunities,
monitor your progress, and ensure your site's structure is
optimized for both users and search engines using
automation and AI-integrated software.
Allows website admins to monitor link
health, identify linking issues, and
optimize link-building strategies.
Search Console
Connects journalists with sources,
offering opportunities for website to
earn high-quality backlinks & citations.
HARO
Optimize on-page SEO and manage
internal linking structures to improve
overall SEO performance.
WordPress Plugins
Allows website managers to identify
new opportunities, analyze competitors'
backlink profiles, and optimize content.
Semrush
Comprehensive website crawling and
analysis including page status, broken
links, and custom extractions.
Screaming Frog
SEO KPIs
PAGE EXPERIENCE
Optimize speed and
responsiveness to
boost user
satisfaction and SEO
rankings
ORGANIC VISIBILITY
Research key topics to
monitor organic
visibility changes and
shape content
strategy
BACKLINKS
Create unique content,
engage with similar
sites, and list on
trustworthy directories
24
NEXT
Product-Led
What is Product Led
Marketing?
Product-led marketing, is a strategy where the
product or service itself is the primary driver of
customer acquisition, retention, and growth. This
approach focuses on creating high-quality, valuable
products or services that naturally attract and retain
customers due to their inherent benefits and user
experiences.
PRINCIPLES OF
PRODUCT-LED MARKETING
User Experience Focus:
The features, usability, and overall
experience are designed to be so
compelling that they drive adoption
and customer satisfaction.
Customer Led Growth:
Customers are acquired through the
product or service, become
advocates, and drive organic growth
through referrals and networks.
Data-Driven Improvements:
Continuous improvements and
updates are based on user feedback
and behavior analytics, ensuring the
product remains valuable and
relevant.
USER EXPERIENCE CUSTOMER-LED DATA-DRIVEN
CASE STUDY
Total FAQs developed with Sales and
CSRs for common customer questions
722
Additional impressions for the site due to
FAQ content in the 30 days post-launch
1.1K
Coordination with
Marketing Strategies
Improved page performance has a
direct impact on the Paid Search
scores
Top performing content can inform
valuable long-tail evergreen strategies
Increasing relevant content in key
areas can reduce CPCs
Content earning traffic can inform
what social media messages to
promote
Quality Scores
Evergreen Campaigns
CPCs
Social Media
29
NEXT
Takeaways
Successful web
production includes:
Avoid delays with thorough planning
and goal-setting with executives
Collaborate regularly setting major
milestones and goal markers
Analyze existing metrics before
making changes for accurate tracking
Celebrate production and post-launch
performance gains broadly
Plan First, Produce Later
Communicate Often
Establish the Baseline
Evangelize Performance
Who is Bird Dog SEO?
Digital Marketer & SEO Specialist
Experienced SEO specialist and digital marketer with
over a decade of experience managing teams for
renowned brands like Kimpton Hotels, MGM
Resorts, and Koons Automotive.
Passionate traveler and dedicated house-sitter/pet
watcher. Feel free to ask me about digital strategies
or to take care of your pets while you’re away!
Combining Expertise with a Personal Touch
Thank You
lauren@birddogseo.com
birddogseo.com
linkedin.com/in/lpolinsky

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Efficient Website Management for Digital Marketing Pros

  • 1. Efficient Website Management for Digital Marketing Pros Unlocking Secrets for Successful Campaigns
  • 2. Agenda 2 NEXT Website Management 1 Streamlining Operations 2 SEO Best Practices 3 Product-Led Marketing 4 Takeaway Tactics 5 Q&A 6
  • 3. But why an SEO? An SEO is often the best candidate to project manage a website build due to their deep understanding of search engine algorithms, focus on user experience, content strategy expertise, technical proficiency, analytical skills, communication competencies, and commitment to continuous optimization.
  • 4. Efficient web production requires mastering the art of time optimization. Website Management Website project management involves balancing priorities, coordinating teams, and optimizing time to enhance SEO strategies and achieve high ROI in digital marketing. Project Timeline Adherence Task Completion Rate Post-Launch Performance
  • 5. CASE STUDY Total pages produced in 90 days to launch four client websites in the home services industry 1.7K Average lift in organic web impressions within the first 30 days 22% Average increase in leads (calls and web leads) attributed to the website 11%
  • 6. CASE STUDY New impressions from Product Snippets and Review Snippet Results 50K Reduced the time it takes for the Longest Contentful Paint to load from 5s to 1s 1s
  • 7. Successful web production includes measuring KPIs: With a team of X, we produced Y pages, including paid landing pages The average page on the site was served X% faster with WP The design improved LCP, from X seconds to Y on initial load An increase on average of X conversions from organic traffic Produced in <X days Xs Improved Load Time X% Increase in CWV X% Lift in Conversion
  • 9. 5 Tips for Efficient Web Project Management Becoming an effective project manager entails mastering the art of time management, anticipating and addressing obstacles proactively, and swiftly communicating changes to project stakeholders. These fundamental principles lay the groundwork for efficiency in website project management, serving as essential starting points for those aspiring to excel in this role. Facilitate knowledge transfer to mitigate risk, promote transparency, and accountability. Documentation Create smooth progression with timely, effective communication across the team. Communication Allow for adjustments to foster stakeholder satisfaction and ensure project alignment with requirements. Responsive Design Set clear expectations to minimize scope creep and enable efficient resource allocation. Clear Scope Foster adaptability, collaboration, and iteration to ensure flexibility and responsiveness to evolving challenges. Agile Methodology
  • 10. BRANCH GUIDEBOOKS Document all business aspects for marketing teams to build effective campaigns, and link to relevant source files for accurate reporting.
  • 11. 5 Tools for Efficient Web Production Efficient production rely on utilizing the right tools to streamline workflows, facilitate communication, and enhance productivity. These tools empower teams to work seamlessly together regardless of location or time zone. By leveraging these resources effectively, teams can optimize their production processes, foster real-time collaboration, and achieve project goals with greater efficiency and success. Semrush, aHrefs, Search Consoles for SEO research for content production. Research Get & record feedback with tools like Pastel for client approvals. QA & Review Teams, Zoom, Slack, email, phones (remember them?!). Teamwork & Communication Something collaborative like Notion, Confluence, Google Docs. Scope & Documentation Monday, Teamwork, Jira, something that produces Gantt charts with dependencies. Time Management
  • 12. NOTION MANAGEMENT Utilize Notion for project management with custom tagging, subtasks, reminders, and assigned responsible parties to keep projects clear and organized.
  • 14. Optimizing individual pages to rank higher and earn more relevant traffic in search engines. It includes strategies such as optimizing content quality and relevance, improving HTML source code and meta tags, enhancing website speed and mobile-friendliness, and organizing site structure for better navigation. On Page SEO Off-page SEO signals to search engines that your website is reputable and valuable, ultimately helping to boost your organic search visibility and drive more traffic to your site. Strategies focus to improve your site's authority, relevance, and trustworthiness with efforts like link building, social media engagement, and online mentions. Off Page SEO
  • 15. Create Valuable Experiences That Convert By focusing on delivering personalized, meaningful interactions and optimizing every touchpoint, you can significantly boost user engagement and conversion rates, turning visitors into loyal customers. ON SITE SEO Optimize Engagement for Higher Conversions
  • 16. SCREAMING FROG The best way to crawl any website, extract any information, store fully rendered page information, and utilize ChatGPT API to optimize website content.
  • 17. KEYWORD RESEARCH Semrush Keyword Strategy Manager is great for conducting and organizing keywords into topical groups to identify the biggest opportunity for the website’s visibility.
  • 18. 5 Tips for Efficient Content Production Before starting web page production, prioritize your key objectives, templatize recurring elements for consistency, conduct thorough research, ask critical questions to ensure clarity, and review all components to maintain high quality and coherence. Engage stakeholders to clarify objectives, expectations, and any uncertainties before production. Ask Questions Carefully review content for accuracy, coherence, and quality to meet standards. QA & Review Conduct thorough research to gather accurate information and understand audience needs. Research First Create reusable templates to streamline production and maintain content consistency. Templatize Focus on key goals to ensure your content aligns with strategic objectives. Prioritize
  • 19. Associate With Sites Your Audience Views The purpose of off-site SEO is to show search engines your content is valuable. Building relationships with authoritative industry sites enhances your site's credibility and reach To find relevant link-building sites, prioritize reputable industry websites that produce related content OFF SITE SEO Gain Authority with Reputable Links
  • 20. SEMRUSH LINK AUDIT Potentially toxic backlinks from years of black hat link building strategies including content farms, link wheels, and paid-for blog posts 2.1K of 300 total pages were duplicative and over optimized, targeting keywords for local cities and services on one site 104
  • 21. SEMRUSH LINK ANALYTICS Monitor your site's backlink neighborhood to ensure it appears reputable and natural. Use Semrush Backlink Analytics' Network Graph to quickly identify and understand potentially toxic sites and their connections to you.
  • 22. 5 Tools for Internal & External Link Building Using the right tools is essential for streamlining your efforts. Identify and capitalize on valuable linking opportunities, monitor your progress, and ensure your site's structure is optimized for both users and search engines using automation and AI-integrated software. Allows website admins to monitor link health, identify linking issues, and optimize link-building strategies. Search Console Connects journalists with sources, offering opportunities for website to earn high-quality backlinks & citations. HARO Optimize on-page SEO and manage internal linking structures to improve overall SEO performance. WordPress Plugins Allows website managers to identify new opportunities, analyze competitors' backlink profiles, and optimize content. Semrush Comprehensive website crawling and analysis including page status, broken links, and custom extractions. Screaming Frog
  • 23. SEO KPIs PAGE EXPERIENCE Optimize speed and responsiveness to boost user satisfaction and SEO rankings ORGANIC VISIBILITY Research key topics to monitor organic visibility changes and shape content strategy BACKLINKS Create unique content, engage with similar sites, and list on trustworthy directories
  • 25. What is Product Led Marketing? Product-led marketing, is a strategy where the product or service itself is the primary driver of customer acquisition, retention, and growth. This approach focuses on creating high-quality, valuable products or services that naturally attract and retain customers due to their inherent benefits and user experiences.
  • 26. PRINCIPLES OF PRODUCT-LED MARKETING User Experience Focus: The features, usability, and overall experience are designed to be so compelling that they drive adoption and customer satisfaction. Customer Led Growth: Customers are acquired through the product or service, become advocates, and drive organic growth through referrals and networks. Data-Driven Improvements: Continuous improvements and updates are based on user feedback and behavior analytics, ensuring the product remains valuable and relevant. USER EXPERIENCE CUSTOMER-LED DATA-DRIVEN
  • 27. CASE STUDY Total FAQs developed with Sales and CSRs for common customer questions 722 Additional impressions for the site due to FAQ content in the 30 days post-launch 1.1K
  • 28. Coordination with Marketing Strategies Improved page performance has a direct impact on the Paid Search scores Top performing content can inform valuable long-tail evergreen strategies Increasing relevant content in key areas can reduce CPCs Content earning traffic can inform what social media messages to promote Quality Scores Evergreen Campaigns CPCs Social Media
  • 30. Successful web production includes: Avoid delays with thorough planning and goal-setting with executives Collaborate regularly setting major milestones and goal markers Analyze existing metrics before making changes for accurate tracking Celebrate production and post-launch performance gains broadly Plan First, Produce Later Communicate Often Establish the Baseline Evangelize Performance
  • 31. Who is Bird Dog SEO? Digital Marketer & SEO Specialist Experienced SEO specialist and digital marketer with over a decade of experience managing teams for renowned brands like Kimpton Hotels, MGM Resorts, and Koons Automotive. Passionate traveler and dedicated house-sitter/pet watcher. Feel free to ask me about digital strategies or to take care of your pets while you’re away! Combining Expertise with a Personal Touch