Pubcon 2013: In-house seo - tools and processes
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Working the in-house side of an online marketing team is a different world than working for an agency. Listen to our panel of experts as they share tactics for successful in-house SEO campaigns. This session will look at some of the internal and external tools that SEOs within corporations use to get their job done.
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Pubcon 2013: In-house seo - tools and processes
- 1. In-House Tools and Processes Presented by: Brian McDowell Director of Search Intelligence Conductor, Inc
- 2. THE CONDUCTOR TEAM 2 WHO WE ARE •Founded in 2006 •Offices in New York and San Francisco SEO LEADERSHIP •150+ pieces of SEO thought leadership in 2012 •C3 , the largest user conference in enterprise SEO •Dedicated to raising the profile of search marketers CONDUCTOR SEARCHLIGHT •Supporting SEO success for over 5,000 leading brands •$4.5B in SEO revenue under management •6TB of SEO data collected weekly @Conductor
- 3. 10 Steps to SEO Domination 1. SEO 90 DAY PLAN 2. TECHNICAL AUDIT 3. CONTENT AUDIT 4. ATTRIBUTION MODELING 5. REPORTING 6. INTERNAL EDUCATION 7. RELATIONSHIPS 8. CONTINUED EDUCATION 9. DIGITAL MEDIA EXPANSION 10. NEXT STEPS @Conductor
- 4. 1. SEO 90 Day Plan @Conductor
- 8. 5. Reporting Create multiple reports and distribute based on specific roles: Executive & Leadership, Marketing Managers, SEO Team, Content Creator, Link Builder, Technical Team, Social Product & Brand Management, E-Commerce, Agency Users, Agency Clients @Conductor
- 12. 9. Digital Media Expansion @Conductor
- 14. THANK YOU We are hiring! http://www.conductor.com/about/careers BRIAN MCDOWELL Director of Search Intelligence Conductor, Inc
Editor's Notes
- Set goals and look at them daily Find a task manager and be adamant on sticking to it SEO Platform Jira Toodledo Include steps 2-10 in your first plan
- Look at URL based / Template based recommendations Segment by business unit if necessary Do a site crawl Review performance metrics in Google Webmaster Tools
- Understand domain clustering Modify content to hummingbird standards – uber suggest / word cloud Track page level insights Identify and fix any duplicate content issues
- http://www.longhop.net/uncovering-the-right-models-for-campaign-attribution/ Look at your top referrals in analytics Review your relationship with affiliates and how your site handles attribution and allocation
- Do not just report upstream, report cross organizationally as well Build a set of reports for the following groups - workspaces
- Put together a recurring training session for different parts of your organization. Retrain on a regular basis showing impact, examples and updated relevant information
- Put together a recurring training session for different parts of your organization. Retrain on a regular basis showing impact, examples and updated relevant information
- This is why you are here now. This is one of the most important aspects of digital marketing. The only constant in that Google and Bing will change.
- Learn how to optimize and manage multiple forms of digital assets. (multiple algorithms) Local listings Video Images PPC Social CMO / Attribution Google Carosel