Given at Pubcon Pro in Las Vegas, Nevada, USA on Wednesday, October 18, 2018, this presentation discusses the challenges of building teams with well-qualified people and how organizations can still move forward without the necessary in-house SEO teams.

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3. * Disclaimer: Opinions expressed herein are my own. No forward-looking statements regarding IBM have been
included. None of IBM’s secret sauce has been revealed. Statements made in this presentation have not been
tested by the FDA.

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9. Grunt work. Keyword vetting.
PLP assignments. Report building.
Social proof and analysis.
Technical SEO, global templates,
best practices for coding,
establishes guidelines for URLs,
scripts, etc.
BU SEO Focal
Tactical execution. Can be BU
funded hire or HQ SEO or both.
Works directly with stakeholder.
Webmasters
Geo Focals
Localization and regionalization of
content. Regional reporting. Tactical
execution for new campaigns
SEM/Email/Social
Responsible for paid aspects of
search, email campaigns, social
campaigns. Should work with SEO.
HQ Global SEOs
Global vision, education,
enablement, executive
reporting, and prioritization
Agencies

10. In-HouseTeam
Specialists, BI, Manager, Director
Take care of the day-to-day
analysis, stakeholder
meetings, on-going review,
training, reporting
Contractors
Temp-to-Hire, Short-Term Help
Short-term projects, grunt
work, way-station for
potential FTE.
Agency
Including Agencies and Consultants
Long-term advisement,
strategy and planning,
quarter/annual site reviews,
competitive analysis

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31. !!!