This document describes Matthew Flessner's journey from SEO consultant to SEO expert for Fanatics, Inc. It outlines his roles as an SEO salesman advocating for SEO's benefits, an educator teaching others about SEO, and an expert managing SEO for major sports brands. As an expert, Flessner addresses enterprise SEO concerns like duplicate content and boilerplate text while exceeding expectations through revenue, rankings, and ROI reporting.
The document discusses why local listings may not be scoring well in search engines and provides solutions. Common mistakes include having a spammy website, poor content, misusing keywords, and not using tags. To improve rankings, businesses should write engaging content, optimize their homepage and images, use title tags well, and evaluate local citations to ensure consistency. The document also provides contact information for a digital marketing company that can help businesses with local and global lead generation.
Personal branding expert Kaitlin Zhang teaches you the 10 questions you must ask before making your website and the essential elements of your website. @KaitlinZhang
www.ovalbranding.com
A quick introduction into Volume 9 inc, an Internet Marketing firm in Denver Colorado, including who we are and what we do. Questions? Please call 303-955-5228
Links in the presentation:
www.volume9inc.com
www.volume9inc.com/clients/
www.volume9inc.com/services/
www.volume9inc.com/learn-more/
Using LinkedIn for Business Growth WorkshopDarren Farris
This document provides an overview of using LinkedIn for business purposes. It discusses optimizing business profiles, targeting specific audiences, and using LinkedIn advertising. It also covers using keywords strategically throughout profiles, giving and receiving recommendations to build connections, and making introductions through shared contacts. The overall aim is to help users market their business, develop partnerships, increase their network and credibility, and find partners, service providers, and employees through LinkedIn.
SEO is short for "search engine optimization." To have your site optimized for the search engines means to attempt to have top placement in the results pages whenever a specific keyword is typed into the query box. There are many search engine optimization services to choose from, so here are some things to keep in mind when seeking SEO services or developing an SEO strategy of your own.
How To Start Amazon Niche Site From ScratchAl-Amin Kabir
This document provides steps for building a successful Amazon affiliate niche site from scratch. It discusses choosing a niche and keywords, setting up a WordPress site, creating detailed product-related content, implementing link building strategies, and monitoring the site over time. Examples are given of niche sites that have been successful, like ones focused on shavers, dehydrators, or rifle scopes. Ongoing learning of skills like content development, SEO, and email marketing is recommended to build an income-generating Amazon affiliate site.
The document discusses how to build a brand on LinkedIn. It provides an overview of LinkedIn and its features, including that it has over 90 million members. It then discusses setting up a profile, connecting with others, joining groups, and creating a company page. It emphasizes keywords, engagement, and providing value over direct selling. The presentation encourages using LinkedIn to invite connections, answer questions, and join groups to build a strong LinkedIn brand.
Advanced LinkedIn covers some more in-depth tips and tricks for your personal LinkedIn profile and reviews LinkedIn Company pages, LinkedIn Groups, LinkedIn Ads, LinkedIn measurements, LinkedIn insights and how to tie everything back to your business goals and report on your social media ROI.
The document discusses why local listings may not be scoring well in search engines and provides solutions. Common mistakes include having a spammy website, poor content, misusing keywords, and not using tags. To improve rankings, businesses should write engaging content, optimize their homepage and images, use title tags well, and evaluate local citations to ensure consistency. The document also provides contact information for a digital marketing company that can help businesses with local and global lead generation.
Personal branding expert Kaitlin Zhang teaches you the 10 questions you must ask before making your website and the essential elements of your website. @KaitlinZhang
www.ovalbranding.com
A quick introduction into Volume 9 inc, an Internet Marketing firm in Denver Colorado, including who we are and what we do. Questions? Please call 303-955-5228
Links in the presentation:
www.volume9inc.com
www.volume9inc.com/clients/
www.volume9inc.com/services/
www.volume9inc.com/learn-more/
Using LinkedIn for Business Growth WorkshopDarren Farris
This document provides an overview of using LinkedIn for business purposes. It discusses optimizing business profiles, targeting specific audiences, and using LinkedIn advertising. It also covers using keywords strategically throughout profiles, giving and receiving recommendations to build connections, and making introductions through shared contacts. The overall aim is to help users market their business, develop partnerships, increase their network and credibility, and find partners, service providers, and employees through LinkedIn.
SEO is short for "search engine optimization." To have your site optimized for the search engines means to attempt to have top placement in the results pages whenever a specific keyword is typed into the query box. There are many search engine optimization services to choose from, so here are some things to keep in mind when seeking SEO services or developing an SEO strategy of your own.
How To Start Amazon Niche Site From ScratchAl-Amin Kabir
This document provides steps for building a successful Amazon affiliate niche site from scratch. It discusses choosing a niche and keywords, setting up a WordPress site, creating detailed product-related content, implementing link building strategies, and monitoring the site over time. Examples are given of niche sites that have been successful, like ones focused on shavers, dehydrators, or rifle scopes. Ongoing learning of skills like content development, SEO, and email marketing is recommended to build an income-generating Amazon affiliate site.
The document discusses how to build a brand on LinkedIn. It provides an overview of LinkedIn and its features, including that it has over 90 million members. It then discusses setting up a profile, connecting with others, joining groups, and creating a company page. It emphasizes keywords, engagement, and providing value over direct selling. The presentation encourages using LinkedIn to invite connections, answer questions, and join groups to build a strong LinkedIn brand.
Advanced LinkedIn covers some more in-depth tips and tricks for your personal LinkedIn profile and reviews LinkedIn Company pages, LinkedIn Groups, LinkedIn Ads, LinkedIn measurements, LinkedIn insights and how to tie everything back to your business goals and report on your social media ROI.
Why SEO is needed for your business – AresourcePoolAResourcePool
SEO is the process of improving rank of website in search engine results. AresourcePool hire SEO experts India to improve search engine ranking of any particular website.
Bret Phillips is a web consultant who owns the company Web Devils, which offers services in web development, social media management, and search engine optimization (SEO). The document provides tips and best practices for SEO, including keyword research, on-page optimization of titles, descriptions, URLs, and content, and off-page techniques like backlinking through blog comments.
Corporate branding on all sites and apps on Office 365. How does Office 365 being in the Cloud affects branding.
Strategy to keep your branding "safe" and unbroken from continuous updates.
Delve, Video, Team Sites, OneDrive, Publishing Sites, Sway, Office 365 Groups and MySite on Office 365. What it takes to apply consistent corporate branding on Office 365, and how to keep up with Office 365 updates that roll out new features and changes in design and navigation.
Learn how to improve your search engine rankings in this guide to link building from Melbourne-based SEO agency Optimising. Topics covered include citation building, local SEO and content marketing. Originally presented at Small Business Festival Victoria - Thursday 20 August 2015.
How to make your website seo friendly | On-Page SEO GuidelineAl-Amin Kabir
Using Wordpress for a website solves 80-90% of SEO mechanics and is a good starting point. The document provides tips for SEO including using less than 70 characters for page titles, 155 characters for meta descriptions, and 200 characters for meta keywords. It also discusses using a canonical tag, robots.txt file, rewrite URLs to be shorter than 76 characters, and using no more than one H1 tag per page.
Intro To Search Engine Optimization (SEO) for Bloggers - The Internet is filled with bad SEO advice for bloggers and it can be hard to separate truth from fiction. Wayfair’s expert SEO team gives you the inside scoop on what really matters. We’ll explain how Google works, debunk common myths, give practical advice for your blog, and answer your SEO questions.
This document offers SEO services to increase website traffic and rankings on search engines like Google, Bing, and Yahoo. It details a 6 step process including keyword research, competition analysis, optimized content creation, backlink creation, keyword optimization, and search engine submission. The sender claims their team can help businesses rank 1st on Google through their SEO expertise and guarantees results from their services.
Winning Paid Search Landing Pages - SMX Stockholm 2012SESNordic AB
This document discusses best practices for creating winning paid search landing pages. It recommends testing landing pages through A/B testing to optimize elements like headlines, images, calls to action, and text content. Testing ads that direct to the landing pages is also important. Landing pages should meet visitor expectations and have relevant ads. Continuous testing and analysis of data and visitor behavior can lead to performance increases. The goal is to drive the desired conversions through the landing page.
SEO stands for search engine optimization and involves optimizing a website to improve its ranking in search engine results. There are two types of SEO: on-page optimization which involves optimizing elements directly on the website like keywords, URLs, and content; and off-page optimization which involves activities outside the website like backlink building, directory submissions, and paid campaigns. On-page SEO is important for making a website more search engine, user, and mobile friendly while off-page SEO helps increase rankings, traffic, and trust.
The document discusses how to improve a website's search engine rankings through search engine optimization (SEO). It emphasizes the importance of both on-site and off-site SEO. Specifically, it recommends that the company builds high-quality backlinks to the site from over 100 different domains by writing 200-word reviews with embedded links. The company claims this will help the site dominate search engine results. It also details the ordering and tracking process.
Before you start your website, check out these slides for best practices and tips on website strategies, and something to consider when using Word Press Themes, and a few plugins that we use and recommended.
SEO (search engine optimization) involves optimizing websites to appear higher in search engine results. Working with an SEO company can help leverage time and budget. To get the most value, understand SEO basics and set goals with your SEO company. SEO creates an environment where search engines can easily index your site and understand what it is about. It allows attracting visitors using relevant keywords. Keywords should describe your business and appear on your site's pages in metadata. If SEO is unclear, hiring an expert can help select the best keywords and refine copy. Keywords are important for attracting natural, organic traffic and gaining clients.
LSA Bootcamp Atlanta: SEO Fundamentals for Business Owners (White Shark Media)Localogy
This document discusses SEO fundamentals for small and medium-sized businesses. It provides insights into SEO, including that the difficulty depends on industry and local businesses require less effort. It emphasizes the importance of mobile-friendly websites given increasing mobile searches. On-page SEO elements like titles, descriptions and internal linking are covered. The document advises staying away from low-quality link building and getting relevant local links.
This document discusses how to use LinkedIn effectively for business purposes. It recommends updating personal profiles with professional headshots, clear headlines, and a full profile to attract clients and generate leads. It also suggests leveraging LinkedIn groups to network and position yourself as an industry expert. Finally, it advises businesses to create optimized Company pages to share information and boost engagement.
SEO FOR SMB: 6 ways small businesses can compete with the major playersJosh Gellock
Expander Digital's Josh Gellock goes over 6 ways small businesses can compete with big companies in the world of SEO. This talk was delivered at the 2017 Lehigh Valley WordCamp.
In this presentation, I have mentioned the types of keywords to be used at different phases of SEO of your website. This would help to rank with little effort and without losing your investment.
Search Marketing 101 - University of Toronto Mississauga Lecture 2011Powered by Search
My yearly Search Marketing guest lecture at the University of Toronto Mississauga. This lecture was delivered to the CCT 322 class of the CCIT program at UTM. Thanks go out to Prof. Tim Richardson for inviting me to speak at this continued series of talks.
This document provides information about an SEO training hub located in Ahmedabad, India. It aims to help people pursue careers in internet marketing and SEO. The training covers on-site and off-site SEO optimization techniques like link building, social media optimization, and working on real projects. Trainees learn practical skills and also receive career guidance. The training hub works with both individuals and companies.
The document summarizes the SEO workflow and how to get the most value from SEO work. It outlines the key steps in the SEO workflow including keyword research, content optimization, on-page SEO, and monitoring. It also provides an overview of an SEO tool from Magnolia and Siteimprove that can help with on-page optimization, backlink analysis, keyword discovery and SEO scores. The presentation aims to help practitioners understand and implement an integrated SEO workflow to bridge content and marketing goals.
Why SEO is needed for your business – AresourcePoolAResourcePool
SEO is the process of improving rank of website in search engine results. AresourcePool hire SEO experts India to improve search engine ranking of any particular website.
Bret Phillips is a web consultant who owns the company Web Devils, which offers services in web development, social media management, and search engine optimization (SEO). The document provides tips and best practices for SEO, including keyword research, on-page optimization of titles, descriptions, URLs, and content, and off-page techniques like backlinking through blog comments.
Corporate branding on all sites and apps on Office 365. How does Office 365 being in the Cloud affects branding.
Strategy to keep your branding "safe" and unbroken from continuous updates.
Delve, Video, Team Sites, OneDrive, Publishing Sites, Sway, Office 365 Groups and MySite on Office 365. What it takes to apply consistent corporate branding on Office 365, and how to keep up with Office 365 updates that roll out new features and changes in design and navigation.
Learn how to improve your search engine rankings in this guide to link building from Melbourne-based SEO agency Optimising. Topics covered include citation building, local SEO and content marketing. Originally presented at Small Business Festival Victoria - Thursday 20 August 2015.
How to make your website seo friendly | On-Page SEO GuidelineAl-Amin Kabir
Using Wordpress for a website solves 80-90% of SEO mechanics and is a good starting point. The document provides tips for SEO including using less than 70 characters for page titles, 155 characters for meta descriptions, and 200 characters for meta keywords. It also discusses using a canonical tag, robots.txt file, rewrite URLs to be shorter than 76 characters, and using no more than one H1 tag per page.
Intro To Search Engine Optimization (SEO) for Bloggers - The Internet is filled with bad SEO advice for bloggers and it can be hard to separate truth from fiction. Wayfair’s expert SEO team gives you the inside scoop on what really matters. We’ll explain how Google works, debunk common myths, give practical advice for your blog, and answer your SEO questions.
This document offers SEO services to increase website traffic and rankings on search engines like Google, Bing, and Yahoo. It details a 6 step process including keyword research, competition analysis, optimized content creation, backlink creation, keyword optimization, and search engine submission. The sender claims their team can help businesses rank 1st on Google through their SEO expertise and guarantees results from their services.
Winning Paid Search Landing Pages - SMX Stockholm 2012SESNordic AB
This document discusses best practices for creating winning paid search landing pages. It recommends testing landing pages through A/B testing to optimize elements like headlines, images, calls to action, and text content. Testing ads that direct to the landing pages is also important. Landing pages should meet visitor expectations and have relevant ads. Continuous testing and analysis of data and visitor behavior can lead to performance increases. The goal is to drive the desired conversions through the landing page.
SEO stands for search engine optimization and involves optimizing a website to improve its ranking in search engine results. There are two types of SEO: on-page optimization which involves optimizing elements directly on the website like keywords, URLs, and content; and off-page optimization which involves activities outside the website like backlink building, directory submissions, and paid campaigns. On-page SEO is important for making a website more search engine, user, and mobile friendly while off-page SEO helps increase rankings, traffic, and trust.
The document discusses how to improve a website's search engine rankings through search engine optimization (SEO). It emphasizes the importance of both on-site and off-site SEO. Specifically, it recommends that the company builds high-quality backlinks to the site from over 100 different domains by writing 200-word reviews with embedded links. The company claims this will help the site dominate search engine results. It also details the ordering and tracking process.
Before you start your website, check out these slides for best practices and tips on website strategies, and something to consider when using Word Press Themes, and a few plugins that we use and recommended.
SEO (search engine optimization) involves optimizing websites to appear higher in search engine results. Working with an SEO company can help leverage time and budget. To get the most value, understand SEO basics and set goals with your SEO company. SEO creates an environment where search engines can easily index your site and understand what it is about. It allows attracting visitors using relevant keywords. Keywords should describe your business and appear on your site's pages in metadata. If SEO is unclear, hiring an expert can help select the best keywords and refine copy. Keywords are important for attracting natural, organic traffic and gaining clients.
LSA Bootcamp Atlanta: SEO Fundamentals for Business Owners (White Shark Media)Localogy
This document discusses SEO fundamentals for small and medium-sized businesses. It provides insights into SEO, including that the difficulty depends on industry and local businesses require less effort. It emphasizes the importance of mobile-friendly websites given increasing mobile searches. On-page SEO elements like titles, descriptions and internal linking are covered. The document advises staying away from low-quality link building and getting relevant local links.
This document discusses how to use LinkedIn effectively for business purposes. It recommends updating personal profiles with professional headshots, clear headlines, and a full profile to attract clients and generate leads. It also suggests leveraging LinkedIn groups to network and position yourself as an industry expert. Finally, it advises businesses to create optimized Company pages to share information and boost engagement.
SEO FOR SMB: 6 ways small businesses can compete with the major playersJosh Gellock
Expander Digital's Josh Gellock goes over 6 ways small businesses can compete with big companies in the world of SEO. This talk was delivered at the 2017 Lehigh Valley WordCamp.
In this presentation, I have mentioned the types of keywords to be used at different phases of SEO of your website. This would help to rank with little effort and without losing your investment.
Search Marketing 101 - University of Toronto Mississauga Lecture 2011Powered by Search
My yearly Search Marketing guest lecture at the University of Toronto Mississauga. This lecture was delivered to the CCT 322 class of the CCIT program at UTM. Thanks go out to Prof. Tim Richardson for inviting me to speak at this continued series of talks.
This document provides information about an SEO training hub located in Ahmedabad, India. It aims to help people pursue careers in internet marketing and SEO. The training covers on-site and off-site SEO optimization techniques like link building, social media optimization, and working on real projects. Trainees learn practical skills and also receive career guidance. The training hub works with both individuals and companies.
The document summarizes the SEO workflow and how to get the most value from SEO work. It outlines the key steps in the SEO workflow including keyword research, content optimization, on-page SEO, and monitoring. It also provides an overview of an SEO tool from Magnolia and Siteimprove that can help with on-page optimization, backlink analysis, keyword discovery and SEO scores. The presentation aims to help practitioners understand and implement an integrated SEO workflow to bridge content and marketing goals.
Driving SEO traffic to casino sites in 2021 (IGB Affiliate Amsterdam)SeoProfy Presentations
This document discusses strategies for driving SEO traffic to casino sites in 2021. It recommends taking a data-driven approach to SEO by analyzing keyword clusters and competitor backlinks to understand what strategies are most effective. Specific tactics mentioned include using links from main pages, private blog networks (PBNs), outreach links, and free link types. It also stresses the importance of setting up the right SEO team to implement strategies, collect data, and protect against negative SEO attacks.
This document discusses search engine optimization (SEO) and how to effectively optimize a website. It explains that SEO involves techniques to promote a website and bring targeted traffic from search engines. While large companies may not need SEO due to brand recognition, smaller businesses benefit greatly from driving traffic through search results. Proper SEO implementation, including keyword research, optimized content and metadata, and search engine submission, can help a website rank higher and get more visitors over competitors on search engine result pages. The success of an SEO campaign is measured by monitoring increases in traffic and page rankings over time. Constant monitoring is needed as search engine algorithm and ranking factors regularly change.
This document is a presentation about search engine optimization (SEO) techniques given by Pete Hooley, an SEO consultant. The presentation covers the basics of SEO, how search engines view websites, keyword research, link building strategies like article submissions and forum posts, and two case studies showing large increases in organic traffic from SEO campaigns.
Ethical Search Engine Optimization | White Hat SEO Tips and TechniquesNathan Ketsdever
Ethical search engine optimization is critical for increasing Google ranking and web traffic to your website or blog. This is a how to tutorial for white hat search engine optimization.
Creative Content Marketing: From Strategy to ExecutionBenj Arriola
Creative Content Marketing: From Strategy to Execution
SMX Sydney 2015 Presentation
Benj Arriola, Internet Marketing Inc.
Check the other presentations Benj presented at SMX Sydney 2015. Visit: http://bit.ly/smxsydney2015
Mark Munroe discusses strategies for long-term SEO success. He advocates for embedding SEO intelligence throughout an organization by closely collaborating with teams like content, engineering, and marketing. This creates an "SEO machine" where everyone understands SEO goals. Key aspects include over-communicating about SEO, answering all SEO questions with explanations, setting aggressive linking goals across teams, and protecting important page templates that drive traffic. Link building remains important but requires earned strategies like content marketing rather than manipulative tactics. Testing changes is important to avoid traffic drops. The overall goal is for SEO strategies to match Google's intent for a long-lasting reputation and organic success.
An SEO specialist tests, analyzes, and optimizes websites to improve their rankings in search engine results pages. They conduct keyword research, implement on-page and technical SEO strategies, and build links to help drive traffic and sales for clients. SEO specialists work closely with development, content, and marketing teams to ensure websites follow best practices. They are also responsible for ongoing optimization, content creation, and measuring performance metrics.
This document provides an overview of search engine optimization (SEO) including what SEO is, why websites need it, how search engines work, the order in which SEO techniques should be implemented, career opportunities in SEO, and benefits of SEO for businesses. Key points covered include that SEO is the process of optimizing a website to appear high in organic search results, on-page SEO such as meta tags and content should come before off-page SEO like backlinks, and that SEO provides long-term benefits like increased traffic, leads and sales over time.
Seo basics -_tips_for_small_business_ownersiWeb Solutions
The document provides an introduction to search engine optimization (SEO) basics and tips for small business owners. It defines SEO and search engine marketing (SEM), discusses important SEO terminology including keywords, backlinks, and search engine results pages. The document then covers selecting keywords, on-page website factors that affect SEO, the importance of building quality backlinks, and tips for small businesses to improve their SEO. The overall document serves as an introductory guide to SEO strategies and tactics for small business owners.
Seo basics -_tips_for_small_business_ownersiWeb Solutions
The document provides tips on search engine optimization (SEO) for small business owners. It defines SEO and search engine marketing (SEM), and explains some common SEO terminology. It discusses that while web designers create websites, they often lack expertise in SEO. The document emphasizes the importance of keyword research and selection, noting factors like search volume, competition, and intent to determine the best keywords for a site. Overall, the document offers basic guidance on SEO strategies and considerations for small businesses.
This document provides tips for doing SEO like a "super affiliate" with three or more characteristics: a well-known brand, substantial revenue/profits, many employees, and real offices. It recommends becoming an expert in a sector through extensive research of top competitors and developing high-quality, keyword-rich content while building many natural backlinks over thousands of keywords through press releases, guest blogging, and link building processes. The ideal SEO team structure separates SEO, PPC, analytics, and commercial teams to focus on their specialties like regular keyword research and link analysis of competitors.
svnaikseo is an SEO firm that provides SEO services and training in Bangalore, India. They help businesses develop and promote their online presence through search engine optimization to increase visitors. Their SEO training courses cover on-page optimization like keyword research, title tags and social media marketing. The training also includes off-page optimization topics such as link building strategies, site speed and international SEO.
Search Marketing 101 - University of Toronto MGTD06 LecturePowered by Search
Dev Basu is a guest lecturer for 3rd and 4th year information marketing courses at the University of Toronto.
The following lecture was delivered to 4th year students taking the "Marketing in the Information Age" (MGTD06) course at the University of Toronto Scarborough.
I'd like to thank Prof. Tim Richardson for continuing to invite me to his courses, including adding lecture content into relevant course material such as exams, presentations, and assignments.
Our primary focus is organic SEO, also called natural optimization. Organic SEO means search engines tend to move you to higher rankings based on changes and updates found on your website.
Our primary focus is organic SEO, also called natural optimization. Organic SEO means search engines tend to move you to higher rankings based on changes and updates found on your website.
2. Matthew Flessner
Senior Manager of SEO
Fanatics, Inc.
I manage the Natural Search Optimization efforts for a
number of internationally known sports apparel
sites, including NFL Shop, NBA
Store, FansEdge.com, Majestic Athletic, NBC Sports, and
numerous NCAA, NFL and NBA team stores.
Are you a consultant looking to break into the world of in-house SEO? Or are you new to enterprise SEO and looking for some tips to make a difference? I want to walk you through some of the issues and situations I have seen arise previously, and ideas to get past these issues and other ones that could come up as well. While I’m not going to give a lot of specific Seo tips to help your site rank better, what I’ve learned is that in the corporate world the successful in-house SEO knows how to get things done by working with other people in different departments to make the entire site better. From copywriting to IT, it is the relationships that you form and the things you can do behind the scenes that can make the difference between doing a average job and doing a great one.
There are a lot of skills you have learned as a SEO consultant. You have learned to sell yourself, and the value of SEO. You have learned how to educate your clients (and your family and friends) on the do’s and don’t of title tags and link building. You have talked a graphic artist or web designer out of that flash-based website they wanted to build. And you have become an expert by reading, listening, and performing SEO on possibly hundreds of websites. The great news is, all of that experience, everything you have done to this point, can be and will be used when you are working on enterprise sites. In fact you can’t do the job without it.
Because you will hear it over and over in the corporate world – SEO is “free.” They are willing to pay you, but then when you approach them with a budget including SEO tools that run in the thousands of $$ per month, money for Press Release sites, Directories (what do you mean Yahoo directory is $300 a year? I thought Yahoo was free), sending your entire team to Vegas for a tradeshow… there is definitely some selling involved here. And here is the rub – once you present your management team with your SEO budget for the year, the first question invariably is going to be, “If we approve this budget, how much of a gain in natural search revenue will we see”? Which is why you will want to become good at..
One of the first things you will be asked when you start in corporate, is “What do you need”? Some companies are more giving than others – one company presented me with an AMEX business card in my name on my first day – but almost none of them will have your SEO tools, software, and needs planned out for you. That’s why it’s best to go into your first day with a list of everything you use and will need. This includes all of your SEO software tools, conference(s) you would like to attend, and anything else you can think of. Need Dreamweaver? Screaming Frog? SEOMoz Pro? Put it all on your list. In fact, I would even write down all of your Firefox and Chrome extensions so you don’t have to search for them all over again.
You can put everything you want out there, but it is most likely going to be shot down. The best idea in my experience is to come up with several budget numbers – and of course they will want to know how much revenue they will get for each budget. Which means you will need to use your experience as a …
I know one of the things that shocked me was that within a week, they wanted a forecast of all SEO revenue for the first year. And I was going to be held to it. That’s a lot for your first week when you have never forecast revenue at any level before. It seems like it would be easier to look into a crystal ball… You obviously need to start with an SEO Audit, which I won’t go into here – and look at historical revenue numbers, trends, and current rankings. How much change can you get done in a year? How many of those changes will move a large number of keywords in the rankings? Can you raise conversion rates through better descriptions and titles? Tying multiple forecasts to multiple budget numbers can mitigate some of your risk. But remember, if it’s a big brand and there are a lot of things that can be fixed, you can expect to see a decent % increase for every change you make.
One thing you have to realize right away is that unlike consulting, you can’t do it all yourself. It may not be as easy as pulling up the HTML in Dreamweaver and changing a Title Tag on the fly. There are often approvals that need to take place as well. There are other people in the organization that you need to get on your team. Want to make a change to the home page? At first, you may have to get 3-4 people to sign off on it. Hopefully, as everyone starts to trust you, it will be easier.. But at the beginning you have to tread carefully or someone is going to feel unimportant. On the opposite side, if design wants to make a change to the graphics on a page, you as the SEO should be involved, to talk about image names, alt text, copy on the page vs in images, etc. You need to start as soon as possible inserting yourself into all of the discussions in the early stages.
Business Leaders are often the person in charge of the overall strategy for a site. They may be called ecommerce managers, project managers, or something else, but you can identify them because they typically have goals tied to revenue growth, so working with them is a natural fit. Once they realize how much you can help them, they can often be your biggest ally.
Great team to work with, because higher conversion rates help SEO numbers. However, they will want everything to look nice… no huge blocks of copy at the top of the page, more images and less text, maybe even Flash and Javascript. The key here is to let them know you don’t’ care what it looks like… that’s their job! Let the designers design. But, CSS works well as a substitute for JS, and expandable boxes or tabs can get in the copy without hurting the design.Their job is based on increasing the conversion rate for your site. Which is a great thing! If you don’t increase traffic at all, a higher conversion rate will make your revenue numbers look even better. IN fact you can help them as well… maybe through different landing pages for organic and paid for example (don’t forget to block the paid pages)
Panda! We all know how important unique content is. When you have a site with 100,000 plus pages, duplicate and shallow content can be a huge problem, incurring the wrath of the Panda. But, the odds are that you aren’t going to be creating all of that content yourself.
There may be a person who is in charge of all of the content on your site. There may be an entire team of people. You may have a team of copywriters or just one. But odds are, if you are dealing with an enterprise level site, it’s someone’s job to make sure the copy on the site is fresh, factually correct, and error free. And this person probably won’t just want you writing and adding copy all over without their consent.However, you can make this work to your advantage. Writing all of your own SEO copy is time consuming, and probably not scalable over the long term. This is where your job as an SEO teacher comes in. Create a SEO best practices document for your copywriters, so they know how many words is optimal, and teach them about keyword variation. They will be happy to not only help make the site more revenue, and help defeat the big bad Panda, but to be able to claim Seo copywriting on their resume (or linkedin profile!) Work with them to add SEO requirements to their style guide. And make sure to be able to get commitments from the department on timetables for deliverables and keeping the content on the site fresh!
The scary IT department, the downfall of many an inhouse SEO. They are the final gatekeepers to getting many of your SEO projects finished. As an SEO, you have to get changes made to the website(s) on a regular basis. This often means you will have to rely on IT to get your jobs prioritized and done quickly. I have found that finding things you have in common is one of the best ways to strike a friendship with the IT dept. Maybe you both love craft beer or are Cubs fans, but find something that you can bond over.Also have a strong technical knowledge will go a long way. If you can make their job easier, they will be more likely to fit your jobs in, because your specs are very detailed and don’t require interpretation, and if you want copy inserted on a page, give it to them with the HTML tags already embedded. In one company, the IT dept trusted me so much that they turned over the rewrite rules to me, which I had to write in RegEx.Remember, when extra research is needed, make sure that you do it yourself and don’t rely on the IT dept to do it for you. They remember who makes their day run smoother.
Of course, you couldn’t do this job if you haven’t been working in the SEO field for a while. You are the expert in SEO, and everything you have learned through your consulting comes into play on enterprise sites as well..
Reporting tools are different. Where before you probably only used Google Analytics for your reports, you not might have to learn how to use Omniture (Adobe Site Catalyst). If you used AuthorityLabs for ranking reports, now the company may have Conductor Searchlight, SEO Clarity, or BrightEdge installed. Throw yourself into learning these tools, because even though they are a lot more advanced (and complicated) than what you have used before, the insight they can give is that much greater.
Exceed Expectations. If your boss is looking for year over year revenue growth, give him that on a weekly, monthly and yearly basis. Where before you wanted to WOW your clients so you could get repeat business and referrals, now you need to treat your boss as your client… especially when he is the person in charge of your bonuses and pay raises. It’s not for everyone. But either is working from home alone on a different website every week. Working in-house lets you feel part of a team, all working together for a common goal, and often on a site that all your friends and family have heard of. The challenges are very different, but rewarding in their own right. Although you may feel like a fish out of water at first, in the end it can be a great move. Plus, it’s fun being the big fish on occasion.