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How to build effective SEO teams from scratch - SMXL (Milan) 2021

Victor Karpenko provides tips for building effective SEO teams from scratch. He recommends extensive research upfront to understand keywords, competitors, and goals. This includes dashboard analysis of pages' trust, links, traffic, content and technical SEO. Proper KPIs and team leads with SEO experience are essential. Regular check-ins with the SEO team help ensure progress towards goals. Ongoing analysis of search results and link building are required to continually improve rankings. Custom tools have also been developed to help manage the SEO process and scale results over time.

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How to build effective SEO teams from scratch Victor Karpenko SeoProfy
Table of contents 1. Research BEFORE EVEN START 2. Right Team Lead and KPI’s 3. Strategy and Plan 4. SEO Team Management: The Process 5. It’s all about RESULTS 6. SCALING the team and SEO results 7. Q/A
Short BIO • 15 years in SEO • 10+ years SEO for international markets (US, UK, AU, NZ, ZA and most European countries) • CEO in SeoProfy – 150+ employees' company that focuses only on SEO traffic for clients • Product owner in LinkChecker.PRO – SaaS tool for effective link building
ALWAYS RESEARCH before start
Quick way to do it Keyword research and clustering Dashboard OVERALL Dashboard for links Dashboard for content Technical Dashboard Calculations: links, content, technical, social + people and other + time = Strategy
Let say, we want to rank for “best credit cards”
We collect keywords just for this URL/Cluster
What is the most important to see? 1. Trust 2. Links 3. Traffic 4. Keywords 5. Age 6. Content 7. Google (speed + core web vitals)
What’s and average?
Average 1. Referring domains per URL 2. URL Age/domain age 3. Content langs 4. Content to code ratio + structure 5. Does URL passed Core web vitals 6. URL trust (UR, DR, TF, CF) 7. Traffic
But average is not enough, lets see this
How many links like 1. Outreach 2. From home pages 3. Forums, comments, etc
Of course, you can do everything in excel with Ahrefs SemRush Majestic It just will take more time 
You can make quick backlink research in excel
Speed matter, especially with big amount of data 1. Before we were spending 2-3 hours for 1 detailed dashboard 2. Now we do it in 2-3 minuets Make sense, right? 
It doesn’t matter how, your main goal is to know With what pages and keyword clusters to start What budget you need for content, links and development Calculate ROI (return on investment) before you start
It’s all about RIGHT expectations How much work need’s to be done Detailed dashboards for 5-500 pages (for every page) Clear vision on what you need to do Only then we start to build effective SEO team
After we know what to do and how to achieve it
KPI’s First you should know about conversion rate For example: 1000 unique visitors from organic (for keyword: best credit cards 2021) = 10 credit card applications through the web site form Conversion rate is 1% Our goal is to: - Analyze how much traffic we approximately can get within the first 6-12 month - Divide it by conversion rate coefficient - Get the numbers of revenue we can achieve for every URL we SEO for - See from the beginning what make sense to FOCUS on
What to look for in SEO Team Lead Critical thinking Experience (3-5+ years of SEO) Strong Technical SEO Expertise in Link Building Manager skills
Conversion rate is <1% From 100 interviews, maybe will be one SEO that we on board to start the project
This helps a lot Company standards Grading (junior SEO, middle SEO, senior SEO, team lead) LMS (learning management system) HR department
Team setup
The Minimum Viable SEO Team
Weekly Magic Touch with SEO team lead and team Plan and Scope of work for 1 week Resources he/she needs to get Help with ideas on certain tasks Tools Trainings (LMS) if needed
1 project = 1 team Project = 1-15 web sites for 1 client
Because FOCUS matters
From the beginning WE RESEARCH AND REVERSE ENGINEER COMPETITORS SEE HOW MUCH WORK NEEDS TO BE DONE SET UP THE PROPER TEAM FOR THIS TASK MANAGE IN TILL RESULTS AND AFTER
To SAVE couple of hours of talking  1. Presentation 1: https://www.slideshare.net/seoprofyteam /victor-karpenko-seoprofy-cmseo-2019- presentation from 0 to 100k$/month 2. Presentation 2: https://www.slideshare.net/seoprofyteam /driving-seo-traffic-to-casino-sites-in- 2021-igb-affiliate-amsterdam interesting insights 3. Presentation 3: https://www.slideshare.net/seoprofyteam /finadtech-warsaw-2019-seoprofy more about teamwork
And then ROUTINE starts Building links Implementing on-page SEO Writing content Technical SEO Analyzing SERPS for every URL cluster
It’s a lot of way get backlinks
For example
But it’s always about dashboards
Dashboards
It’s hard to scale and perform good without Standards Right SEO tools Expertise (stronger people that manage SEO teams) Education (LMS system for every employee type) Management (financial department, HR department, legal department, admin department)
To make this process more efficient, we’ve built 1. https://linkchecker.pro/ - link building management tool (manages teams and link builders) 2. Matrix – in house project management tool 3. Command Control – in house SEO process- oriented tool that helps to research and control all SEO workflow 4. KeySemantics – in house keyword research tool for updating content 5. https://awatchdog.com/ - tracks all web site changes (mostly for uptime and developers, so they don’t fuck up seo efforts)
And we use all the good tools possible Google Search Console, Analytics, Data Studio, trends, Keyword Planner Ahrefs SemRush Majestic SearchMetrics Similarweb Screaming Frog/SiteChecker.pro, Siteliner Copywritely, SurferSEO Others
In the end of the day, it’s all about results = ROI
Thank you for your attention!  Victor Karpenko Web site: https://seoprofy.com Facebook: https://www.facebook.com/victor.k arpenko Linkedin: https://www.linkedin.com/in/victor karpenko/