SlideShare a Scribd company logo
How to convince even
the pickiest editors to
take SEO more seriously
slideshare.net/IanHelms
@ianhelms
Ian Helms
Q.Digital
@ianhelms
It’s so great to
be back!!!
2
@ianhelms
Since last year…
3
@ianhelms
I started a
new job!
4
@ianhelms
With that came some
new challenges…
5
@ianhelms
Will my new
coworkers like
me?
6
@ianhelms
Hopefully!
7
@ianhelms
Will they adore
my cute dog,
Chip?
8
@ianhelms
No doubt!
9
@ianhelms
How do I make
the biggest
impact the
fastest?
10
Web illustrations by Storyset
@ianhelms
Organic search!
11
@ianhelms
9.5+ million
Total monthly audience
12
@ianhelms
So like…why
would they care
about SEO?
13
Web illustrations by Storyset
@ianhelms
14
Goal 2:
Ad revenue
Web illustrations by Storyset
Goal 1:
Visibility
@ianhelms
We already had
email + social
media working
15
Web illustrations by Storyset
@ianhelms
But never really
focused on
organic search
16
Web illustrations by Storyset
@ianhelms
SEO offers consistency
17
@ianhelms
Okay…but how?
18
@ianhelms
Step 1: Showed them
some existing content
performance data
19
@ianhelms
Our total traffic looks like this…
20
@ianhelms
Our organic traffic is more stable
21
@ianhelms
Step 2: Highlighted
competitors’ efforts
22
@ianhelms
23
Gaps
Footprint
“Is SpongeBob gay”
(14,800 MSV)
(us)
(them)
@ianhelms
Step 3: Identified
unique priorities for
each site
24
@ianhelms
Projections helped show potential
25
@ianhelms
And demonstrate how we’d increase
the baseline for our peaks and valleys
26
@ianhelms
Step 4: I addressed the
editors’ concerns
27
@ianhelms
What will we
even write
about?
28
Web illustrations by Storyset
@ianhelms
Who will be
managing all of
this new
content?
29
Web illustrations by Storyset
@ianhelms
Where will we
find the time to
create even
more content?
30
Web illustrations by Storyset
@ianhelms
Will it actually
be as
successful as
we hope it will?
31
Web illustrations by Storyset
@ianhelms
The answer was staring
them right in the face…
32
@ianhelms
Me!
(or you in your cases)
+ our developer
(+ them, of course!)
33
@ianhelms
Step 5: Worked
together to create (and
evolve) processes
34
@ianhelms
Aligned on
process and set
SMART goals
35
Web illustrations by Storyset
@ianhelms
Set up regular
meetings for
candid
feedback
36
Web illustrations by Storyset
@ianhelms
Evolved our
process and
fixed issues
along the way
37
Web illustrations by Storyset
@ianhelms
Created
resources and
bite-sized
trainings
38
Web illustrations by Storyset
@ianhelms
Easier said than done?
39
@ianhelms
1. Leverage case studies + data
40
@ianhelms
2. Position opportunities as tests
41
@ianhelms
3. Collaborate as much as possible
42
@ianhelms
And then… 🥁🥁🥁
43
@ianhelms
Watch the results flow in!
44
@ianhelms
You can do it, too!
45
@ianhelms
1. Show data
2. Get competitive
3. Make it personal
4. Address concerns
5. Stay agile
46
@ianhelms
Thank you!
47
Thank you!

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