Given at DeepSEOCon on Wednesday, September 8th, 2021 by Keith Goode, Sr. SEO Strategist at IBM.
Scaling SEO and developing a strategy is difficult enough. Add 300,000 co-workers and an army of directors and executives competing for budget, priority and attention, and it becomes exponentially more difficult.
Technical SEO at a large enterprise company isn’t as simple as running a technical audit and then handing a list over to an internal team to fix. There are limits on resources, tools and budget to contend with. Any problem requires a needs assessment, an evaluation on actual impact and any revenue losses before anyone will even consider talking to you.
In addition to fixing technical issues that already exist, there’s a great need to avert additional crises due to CMS platform changes, site migrations, acquisitions, disposals, etc..
In this session, I’ll talk through the process of building taking a technical audit from awareness to implementation, along with the political hurdles in between. I’ll also provide insights on sizing and planning within an Agile environment.
Fail at Scale: Large Enterprises and the Challenges of In-House SEOKeith Goode
Given at Pubcon Virtual 2020 on Thursday, October 15th by Keith Goode, Sr. SEO Strategist at IBM.
Whether the culmination of several big changes on your site results in a massive loss of link equity or one small change breaks your canonical tagging, working on a large enterprise site has its share of dangers and pitfalls. With 20,000 hands in the mix, whether coding or writing content, each one can be a single point of failure or be part of "death by 1,000 cuts."
In this session, Keith Goode will go through examples of site failures that have rocked large sites, how they were diagnosed and the fixes put in place to repair the damage. He'll also cover how you can monitor for small and large changes alike and treat them before they impact the site negatively.
Lastly, he'll walk through his revised position on democratization and how he's modified his training to be more relevant to the disciplines of his students.
Enterprise SEO: Understanding the Power and Peril of SEO at ScaleKeith Goode
Given at SearchHOU on Thursday, July 19, 2018 in Houston, Texas, this was a presentation by Keith Goode, discussing how sites scale as they grow larger, the division of labor in large organizations, the challenges and threats to being a large enterprise SEO, and how to democratize SEO across disciplines in an organization.
Strategies for Coping with a World-wide Shortage of SEOs - State of Search 20...Keith Goode
Presented at State of Search 2020 on October 27, 2020 by Keith Goode, Sr. SEO Strategist at IBM. This session discusses how sites can still do SEO when hiring a full SEO team is not possible. Currently, there are far more job openings in the SEO industry than there are for qualified people to fill those roles.
Knowledge Graph, Instant Answers and the Wisdom of the CrowdsseoClarity
On January 21, 2016, seoClarity's Chief SEO Evangelist, Keith Goode, presented a 30-minute webinar on "Knowledge Graph, Instant Answers, and the Wisdom of the Crowds." In this session, Goode covered the many faces of Google's Knowledge Graph and then discussed the elements of successful content that appears in Instant Answers.
On April 28th, panelists Bill Hunt, Catfish Comstock, and Benj Arriola, along with Chief SEO Evangelist Keith Goode as moderator, discussed AngularJS implementation and how to do it right for SEO.
SEO essentials 2021 - The basics of Search Engine OptimisationBen M Roberts 🐝🐝🐝
What are the SEO fundamentals you need to know in 2021? How can you get your website to appear within Google searches for words and phrases that your customers are using?
In this presentation, Ben M Roberts shares with you the basics of SEO. The important things that you need to get right to give you best chance of ranknig for the terms you desire.
Optimizing Your Website for AccessibilityRebecca Gill
Google is becoming more and more focused on website accessibility. It’s so important, that Google now includes information on accessibility within its development guide for website owners.
If Google cares about accessibility, this means website owners and bloggers need to too. In this presentation, Rebecca is joined by Carrie Dils, Founder of The Fearless Freelancer.
The two will explore common accessibility issues and explain what you can do to optimize your website for accessibility. They’ll break down these technical issues into everyday speak so you can learn what matters, what you should audit, and how you can fix issues.
Fail at Scale: Large Enterprises and the Challenges of In-House SEOKeith Goode
Given at Pubcon Virtual 2020 on Thursday, October 15th by Keith Goode, Sr. SEO Strategist at IBM.
Whether the culmination of several big changes on your site results in a massive loss of link equity or one small change breaks your canonical tagging, working on a large enterprise site has its share of dangers and pitfalls. With 20,000 hands in the mix, whether coding or writing content, each one can be a single point of failure or be part of "death by 1,000 cuts."
In this session, Keith Goode will go through examples of site failures that have rocked large sites, how they were diagnosed and the fixes put in place to repair the damage. He'll also cover how you can monitor for small and large changes alike and treat them before they impact the site negatively.
Lastly, he'll walk through his revised position on democratization and how he's modified his training to be more relevant to the disciplines of his students.
Enterprise SEO: Understanding the Power and Peril of SEO at ScaleKeith Goode
Given at SearchHOU on Thursday, July 19, 2018 in Houston, Texas, this was a presentation by Keith Goode, discussing how sites scale as they grow larger, the division of labor in large organizations, the challenges and threats to being a large enterprise SEO, and how to democratize SEO across disciplines in an organization.
Strategies for Coping with a World-wide Shortage of SEOs - State of Search 20...Keith Goode
Presented at State of Search 2020 on October 27, 2020 by Keith Goode, Sr. SEO Strategist at IBM. This session discusses how sites can still do SEO when hiring a full SEO team is not possible. Currently, there are far more job openings in the SEO industry than there are for qualified people to fill those roles.
Knowledge Graph, Instant Answers and the Wisdom of the CrowdsseoClarity
On January 21, 2016, seoClarity's Chief SEO Evangelist, Keith Goode, presented a 30-minute webinar on "Knowledge Graph, Instant Answers, and the Wisdom of the Crowds." In this session, Goode covered the many faces of Google's Knowledge Graph and then discussed the elements of successful content that appears in Instant Answers.
On April 28th, panelists Bill Hunt, Catfish Comstock, and Benj Arriola, along with Chief SEO Evangelist Keith Goode as moderator, discussed AngularJS implementation and how to do it right for SEO.
SEO essentials 2021 - The basics of Search Engine OptimisationBen M Roberts 🐝🐝🐝
What are the SEO fundamentals you need to know in 2021? How can you get your website to appear within Google searches for words and phrases that your customers are using?
In this presentation, Ben M Roberts shares with you the basics of SEO. The important things that you need to get right to give you best chance of ranknig for the terms you desire.
Optimizing Your Website for AccessibilityRebecca Gill
Google is becoming more and more focused on website accessibility. It’s so important, that Google now includes information on accessibility within its development guide for website owners.
If Google cares about accessibility, this means website owners and bloggers need to too. In this presentation, Rebecca is joined by Carrie Dils, Founder of The Fearless Freelancer.
The two will explore common accessibility issues and explain what you can do to optimize your website for accessibility. They’ll break down these technical issues into everyday speak so you can learn what matters, what you should audit, and how you can fix issues.
This is not your everyday data talk. Through working deep inside the fastest growing SaaS startups in our space, we've studied the patterns, methods, and models for driving outsized results. The one common thread? How they use their data. (How else would you grow from one marketer through to a $60M+ Series B just 12 months later?). How do they make their data accessible, draw the right insights, set effective goals, prioritise and optimise processes, and automate ALL the (right) things. So brace yourselves: we're going to be navigating through AI, automation, "moving the needle", and a minefield of other buzzwords to try to make sense of using your data for growth. But you'll leave this talk with a simple framework and set of questions you can take and use right away.
Patrick Campbell — Our Fundamental Strategy of Building a Business is Broken ...Turing Fest
We've reached the point in the market where the "best practices" we've been taught are no longer applicable when it comes to growth. Using data from millions of customers and thousands of companies, Patrick will debunk much of the dogma that drives our mental models around building a business, before offering up a practical guide around pricing, building the right product, retention, and targeting the right customers - all to ensure we're building a sustainable, thriving business.
RankBrain, Artificial Intelligence and the Search Experience: The SEO's Roadm...seoClarity
Join seoClarity's own Co-Founder and Chief Architect, Mitul Gandhi, along with Chief SEO Evangelist, Keith Goode, as they discuss the major changes to the search landscape in 2015, what Google's priorities are for the coming year, and how to plan for growth and success in 2016.
Topics will include:
- Google's top priorities - Mobile and Machine Learning
- RankBrain and how it fits into Google's algorithm
- Local search and the increasing prevalence of personalized SERPs
- How to set priorities for your business in 2016
- How to incorporate the Search Experience mentality into your approach to SEO
A brief overview of how Wiideman Consulting Group's new SEO Roadmap solution helps solve the problem of choosing an SEO agency over working on SEO in-house.
Local SEO presentation at Pubcon Austin 2018. In this presentation we examine the current status of Local Search and the Local Search as well as take a peak at what the future might hold.
Have you ever wondered how a particular site comes at the top of a search result on Bing, Google, and other search engines? Let's understand what is seo and how its work Toolforbusiness.com
How to drive seo accountability across your organizationJohnny Russo
Jessica Bowman, founder of SEOinhouse.com, is a leader within the Search Engine Optimization (SEO) industry and a long-time advocate of in-house SEO. She is a well-known international speaker and moderator at SEO events that include: Search Engine Strategies, Search Marketing Expo and International Search Summit. She is also an industry columnist for publications such as Search Engine Watch and Search Engine Land. Audiences benefit from Jessicas knowledge of how to create a sustainable SEO strategy, how to take an SEO program to the next level and leverage existing company resources to produce the maximum return on SEO investment. For companies that are new to in-house SEO, Jessica and the team at SEOinhouse.com get SEO programs up and running quickly, systematically and profitably.
On June 28th, 2017, Overdrive Interactive hosted a BrightEdge User Group. The user group provides a friendly setting where local SEO and content marketing professionals can meet and share industry insights and platform best practices while enjoying a delicious dinner and drinks. The following presentation by Erik Newton, VP Customer Marketing and Head of SEO at BrightEdge, and Jeff Selig, VP Search, Social, and Analytics at Overdrive Interactive, covers the latest search and content marketing research and strategies. To watch a recording of the presentation and see pictures of the event, visit: http://bit.ly/2u7I6zt
Pubcon 2023 - In-House SEO Product ManagementKeith Goode
SEOs fight battles on many fronts, whether it’s proving value to a content director for including keyword research into the content planning process or overcoming objections that arise from dealing with bad SEO agencies. One of the biggest battles is getting prioritization with the development team. It seems that updating buttons and color schemes get immediate priority while SEO requests, like minimizing scripts in the or improving Core Web Vitals, take a backseat and are often held to a higher standard when it comes to proving value.
This is not your everyday data talk. Through working deep inside the fastest growing SaaS startups in our space, we've studied the patterns, methods, and models for driving outsized results. The one common thread? How they use their data. (How else would you grow from one marketer through to a $60M+ Series B just 12 months later?). How do they make their data accessible, draw the right insights, set effective goals, prioritise and optimise processes, and automate ALL the (right) things. So brace yourselves: we're going to be navigating through AI, automation, "moving the needle", and a minefield of other buzzwords to try to make sense of using your data for growth. But you'll leave this talk with a simple framework and set of questions you can take and use right away.
Patrick Campbell — Our Fundamental Strategy of Building a Business is Broken ...Turing Fest
We've reached the point in the market where the "best practices" we've been taught are no longer applicable when it comes to growth. Using data from millions of customers and thousands of companies, Patrick will debunk much of the dogma that drives our mental models around building a business, before offering up a practical guide around pricing, building the right product, retention, and targeting the right customers - all to ensure we're building a sustainable, thriving business.
RankBrain, Artificial Intelligence and the Search Experience: The SEO's Roadm...seoClarity
Join seoClarity's own Co-Founder and Chief Architect, Mitul Gandhi, along with Chief SEO Evangelist, Keith Goode, as they discuss the major changes to the search landscape in 2015, what Google's priorities are for the coming year, and how to plan for growth and success in 2016.
Topics will include:
- Google's top priorities - Mobile and Machine Learning
- RankBrain and how it fits into Google's algorithm
- Local search and the increasing prevalence of personalized SERPs
- How to set priorities for your business in 2016
- How to incorporate the Search Experience mentality into your approach to SEO
A brief overview of how Wiideman Consulting Group's new SEO Roadmap solution helps solve the problem of choosing an SEO agency over working on SEO in-house.
Local SEO presentation at Pubcon Austin 2018. In this presentation we examine the current status of Local Search and the Local Search as well as take a peak at what the future might hold.
Have you ever wondered how a particular site comes at the top of a search result on Bing, Google, and other search engines? Let's understand what is seo and how its work Toolforbusiness.com
How to drive seo accountability across your organizationJohnny Russo
Jessica Bowman, founder of SEOinhouse.com, is a leader within the Search Engine Optimization (SEO) industry and a long-time advocate of in-house SEO. She is a well-known international speaker and moderator at SEO events that include: Search Engine Strategies, Search Marketing Expo and International Search Summit. She is also an industry columnist for publications such as Search Engine Watch and Search Engine Land. Audiences benefit from Jessicas knowledge of how to create a sustainable SEO strategy, how to take an SEO program to the next level and leverage existing company resources to produce the maximum return on SEO investment. For companies that are new to in-house SEO, Jessica and the team at SEOinhouse.com get SEO programs up and running quickly, systematically and profitably.
On June 28th, 2017, Overdrive Interactive hosted a BrightEdge User Group. The user group provides a friendly setting where local SEO and content marketing professionals can meet and share industry insights and platform best practices while enjoying a delicious dinner and drinks. The following presentation by Erik Newton, VP Customer Marketing and Head of SEO at BrightEdge, and Jeff Selig, VP Search, Social, and Analytics at Overdrive Interactive, covers the latest search and content marketing research and strategies. To watch a recording of the presentation and see pictures of the event, visit: http://bit.ly/2u7I6zt
Pubcon 2023 - In-House SEO Product ManagementKeith Goode
SEOs fight battles on many fronts, whether it’s proving value to a content director for including keyword research into the content planning process or overcoming objections that arise from dealing with bad SEO agencies. One of the biggest battles is getting prioritization with the development team. It seems that updating buttons and color schemes get immediate priority while SEO requests, like minimizing scripts in the or improving Core Web Vitals, take a backseat and are often held to a higher standard when it comes to proving value.
Tales of {Good Teams'} Failures - Case Studies, Root Causes & RecommendationsMirketa Inc
This article is a collection of short case studies where teams failed to meet the expected results. The underlying companies were of different sizes, culture and industries. The only thing common across the board was the quality of the people – all the teams had bright individuals that had a track record of success.
About the Author --
Rajeev Kumar is a senior partner at Mirketa Inc. Rajeev specializes in managing complex programs, developing lean processes & teams and setting up governance. He has over 18 years of experience working in executive, middle management and individual contributor roles at startups and fortune 500 companies from different industries and countries. Prior to Mirketa, Rajeev founded 2 startups in the financial planning and event management space.
SEO: Creating and Converting Lead Opportunities
In this presentation you will learn how to leverage search engine optimization. Learn from the experts ways you can get your company more visible on the web and how to turn your website into a lead generation tool for you. WIth over 1 billion searches daily on Google alone, optimization is a must for businesses and organizations. Without SEO for your company's website, you are missing out on big opportunities.
2023-Pubcon Pro Austin - Navigating Egos Red Tape and Conflicting Priorities ...Keith Goode
No one doubts that business leadership is difficult. With the shifting landscapes of national and regional economies, fluctuating interest rates and their effects on consumer spending, supply chain issues, etc. being able to make quick decisions and shift a business’ focus are vital skills nowadays.
But how do shifting priorities affect SEOs and their ability to address elements like:
- Addressing Technical Debt
- Project Prioritization with other teams
- SEO industry updates and changes in the SERPs
- Creatively and compellingly meeting the needs of the users
- Promoting content and gaining equity
One consistent issue that in-house SEOs face, regardless of organization, is gaining the funding and priority they need in order to do their best work. From tool costs to development resources, there's always a shortage. How can we overcome these challenges? How can we avoid them to begin with?
In this session at Pubcon Pro 2023 in Austin, Texas, on Thursday, September 21, Keith Goode first addresses executives and corporate decision-makers and then SEOs, who are on the front lines of their organizations.
Cirrus ABS, in partnership with Element Three, presented it's Search Engine Optimization (SEO) seminar in Indianapolis. This is the second in a four part series to show businesses how to leverage the investment you have made in your website and how to integrate your offline marketing efforts with your website. Integrated into these slides are specific search engine optimization action items to help you enhance the effectiveness of your website.
It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.
Start with this quick and easy to understand video about search engine optimization.
* Strategies for startup success
* Major reasons for startup failures and how to avoid them
* Company's culture - a key ingredient for a great business
* 5 most important ingredients for a successful fund raising
When Friendly Fire Strikes - True Stories - Pubcon Vegas 2024Keith Goode
Presented on Wednesday, March 6, 2024 at Pubcon in Las Vegas, NV at the Luxor Casino and Resort conference center.
In the trenches of digital marketing, internal conflicts can be just as fierce as external competition. SEO warriors, your greatest foes might not be spam bots or algorithm updates, but colleagues from other departments with good intentions (and sometimes, questionable tactics).
Ever faced these SEO roadblocks?
UX wants to revamp the site structure, throwing your carefully crafted keyword targeting into chaos.
Legal nixes that perfect meta description because it uses a "trademark grey area" term.
Marketing insists on a flashy new subdomain, splintering your precious link juice.
Sound familiar? You're not alone. This session is your battle cry, your guide to navigating the treacherous landscape of in-house SEO conflicts.
Here's what you'll learn:
Identifying common SEO roadblocks from other departments.
Building bridges, not walls: Communication strategies for winning over colleagues.
The art of compromise: Finding SEO-friendly solutions that appease everyone.
Case studies: Real-world examples of SEO victories forged in the fires of friendly fire.
Leave this session armed with the knowledge and tactics to turn internal conflict into collaborative triumph. Remember, SEO isn't a solo mission - it's a team effort. Let's win together!
SEO Whales: Inside Large Enterprise SitesKeith Goode
This was presented at Pubcon Austin, on Thursday, February 6th, 2020 at the AT&T Executive Education and Conference Center at the University of Texas at Austin by IBM Sr. SEO Strategist Keith Goode. Giants chasing giants. Find out what SEO strategies and tech improvements are taking place inside the bowels of one of the largest tech giants.
Rethinking the Buyer's Journey - In-House Content StrategiesKeith Goode
Delivered on October 9th, 2019 at Pubcon Pro Las Vegas, this presentation discusses two journeys - Joseph Campbell's Monomyth and the Buyer's Journey - and why rethinking each journey can present a boon to humanity and to your relationship with your users. By expanding past the "Buy Wall" in your content strategy, you'll uncover new opportunities to serve your user's needs.
Democratization and Decisions through Data: Scaling Search at the Enterprise ...Keith Goode
Presented on Thursday, September 19th, 2019 at the W Hotel in Washington D.C. for Advanced Search Summit D.C. If you want to build an army of minions for your SEO efforts, you'll find quite quickly that scaling with industry pros isn't always practical or possible. In this session, Keith Goode, Sr. SEO Strategist at IBM will discuss how enterprise organizations are building centers of excellence focused on democratizing best search practices, instilling a Decisions through Data mindset, and making the entire digital experience practice Agile. Learn how to establish a solid framework, break that framework into actionable efforts, and enable the entire organization to move your search experience forward.
Making Better Decisions Through Data - H/IMA Keith Goode
Given at the April 2019 Houston Interactive Marketing Association Luncheon on April 24, 2019 at 12pm by Keith Goode, Sr. SEO Strategist for IBM, this presentation discusses the reasons to democratize your analytics and how to enable all of your marketers to think critically through the data. Event link here: https://houstonima.org/event/april-luncheon-making-better-decisions-through-data-with-ibms-keith-goode/
Agile Marketing: Embracing Difference and Imprecision for Consistent SuccessKeith Goode
Presented on Thursday, March 7, 2019 at Pubcon Florida, this presentation on Agile Marketing shows how enterprises large and small have taken the Agile software development methodology and used it to maximize their marketing teams' efforts, from SEO to PPC to social, programmatic and display.
Enterprise Team Building - Pubcon Pro - Las Vegas 2018Keith Goode
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.
Steady Success in a Changing Search LandscapeKeith Goode
On the 9th of August, 2018 at Digital Summit in Tampa, Florida, veteran enterprise SEO, Keith Goode, presented how organizations can shift their overall philosophy and approach to site optimization in order to maintain success regardless of search engine algorithm updates. In the same way that ballast stones stabilized empty or nearly-empty cargo ships that were traveling to the New World for cargo, the right philosophy for SEO and the right strategies will help organizations weather any storm that comes there way.
Scaling SEO Across Large Enterprise EcosystemsKeith Goode
Presented at SMX West in San Jose, California on Wednesday, March 14, 2018, "The Art and Science of Wrangling Chaos into Order: Scaling SEO Across Large Enterprise Ecosystems" shows the challenge of large enterprise, big brand SEO, the current state of affairs, and the ideal state of scaling SEO globally. Keith Goode, SEO Manager for IBM Security, discussed this alongside fellow panelists Eli Schwartz and Laura Lippay and moderator, Chris Sherman.
In-House SEO: Teams and Strategies that Work - Pubcon Austin 2018Keith Goode
Delivered on February 21, 2018 at Pubcon Austin in Austin, TX by Keith Goode, this session focuses on how businesses can build their search framework and how to build the team to support that effort. Additionally, Keith Goode walks through the process of building strategies and implementing tactics to get to where you want to go.
Using Competitive Gap Analyses to Discover Low-Hanging FruitKeith Goode
Presented at Pubcon - Las Vegas on Tuesday, November 7th, 2017, for the panel Actionable SEO: Low-Hanging Fruit, this deck discusses the importance of competitive intelligence for keywords and links for finding opportunities that you may have missed.
Enterprise SEO and AI - Houston IMA Interactive Strategies 17Keith Goode
Given at the Houston Internet Marketing Association's Interactive Strategies Conference on September 14th, 2017 in Houston, this presentation discusses how enterprise SEO is having to shift its strategies to align to the ever-changing search engine paradigm.
How SEO Ruined the Internet, and How We Can Save ItKeith Goode
Presented on Wednesday, February 22, 2017 at Pubcon SFIMA for the "In-House SEO - Technical Content" by Keith Goode, SEO Manager at IBM. In this presentation, Keith Goode discusses the history of content in SEO, how SEO ruined the web, and how to begin to align with Google's vision.
Enterprise SEO Strategies and the Art of Resource AlignmentKeith Goode
Given at Pubcon in Las Vegas, NV on 11 October 2016 in the In-House SEO Team Building session, this presentation covers the art of aligning your team building efforts with your SEO strategy.
Cross Forum 2016: SEO Will Become "Search Experience Optimization"Keith Goode
Learn How Successful Online Enterprises are Navigating the Rough Seas of SEO Using a "User-First" Approach. Presented by seoClarity's Chief SEO Evangelist, Keith Goode, at Cross Forum 2016 in Tokyo, Japan. The event was hosted by Crossfinity on Wednesday, June 15th, 2016
SERPs: They're Not All About You - Keith L. Goode - Pubcon Austin 2016Keith Goode
SERPs are all about you as a user. They're not about you as an SEO; they never have been. In this slide deck from Pubcon Austin (May 3rd, 2016), Chief SEO Evangelist at seoClarity, Keith L. Goode discusses the evolution of the SERPs to-date, what we're seeing now, and how SEOs can survive.
Using the Wisdom of the Crowd for Content ExcellenceKeith Goode
Presented at Pubcon SFIMA on February 25, 2016 in the session "Mining the Keyword Goldmine," alongside data guru Bill Hunt, this slide deck covers the process of rethinking your approach to SEO, content creation, keyword research and tapping into the conversations going on around your site's core keywords. This deck was presented by seoClarity's Chief SEO Evangelist, Keith Goode.
Pubcon 2015 - Point Solutions, Platforms and the Politics of In-House SEO Suc...Keith Goode
From Pubcon Las Vegas 2015, in this presentation, Keith Goode discusses the challenge of aggregating, compiling, making sense of, and reporting on the variety of data that in-house SEOs need. Then he discusses the various challenges that in-house teams face when it comes to deciding on whether to use SEO point solutions (SEM Rush, Majestic, Screaming Frog, Tableau) or to invest in an SEO platform. Finally, he finishes his discussion with the 7 habits of highly effective in-house SEOs.
Selling Your SEO Value Proposition to Corporate Decision MakersKeith Goode
One of the biggest challenges for in-house SEO professionals is getting corporate buy-in for technical SEO requests, SEO campaigns, and other programs that can help with the optimization of the search experience. In this presentation, Keith Goode, Chief SEO Evangelist for seoClarity, discusses how to measure and evaluate the specific costs and benefits for your value propositions ... and what to do if you fail to convince your corporate decision-makers.
This presentation was given on April 20, 2015 at Pubcon Austin in Austin, Texas at the AT&T Business and Conference Center.
What To Do When You Can't Do Anything - SEO Soft Skills - Clarity '14Keith Goode
In addition to needing to be analytics junkies, excel pros, and technical wizards, SEOs need to have another skill to get their business requirements implemented - soft skills. In this presentation, given at #Clarity14 on September 25, 2014, in Austin, Texas, Keith Goode discusses how to change your perspective after having lost funding or resources.
SEO Soft Skills
What to do when you can’t do anything
Disclaimer Notice
Protection: The ideas and statements in this presentation do not necessarily reflect the opinions of Dell Inc. but are based on my personal experience in the SEO Industry.
The Challenge
Beyond Technical, Beyond Content
External Challenges
The Continual Evolution of SEO
What was acceptable is now unacceptable
Unnatural Link Building
Keyword Stuffing
Flat Content
Inauthentic Social Participation
The SEO’s list of effective activities are being eroded
Reacting to These Challenges
Choose Your Response Wisely
You can cry about it
You can spend hours, days, weeks, and months commiserating with your fellow cryba-, err, SEOs
Or, you can accept that all roles evolve, and yours is no different
All Roles Evolve
In Ancient Rome, a trip to the barber was a daily habit, just as a trip to the public baths
In the Middle Ages, a barber’s responsibilities included:
Surgery
Dentistry
Leeching
Bleeding
Enemas O_o
A Modern Example of an Evolving Role
Internal Challenges
The Other Part of Your Job Description
Budgets, Resources and Priorities
The larger the organization, the larger the pie, but …
Competition for pieces of the pie increase
You can’t always get what you want…
It’s not personal
It’s not malicious
Reacting to These Challenges
Choose Your Response Wisely
You can cry about it
You can spend hours, days, weeks, and months commiserating with your fellow cryba-, err, employees
Or…
You can look for opportunities outside of the standard approach
SEO Job Description – Is something Missing?
I Hate to use the Phrase “Back in My Day…,” but…
Back in my day…
Soft skills were a must
Ability to collaborate was seen as fundamental
The Solution
Use those Soft Skills
Democratization of SEO
SEO embedded into the fabric of your organization
Brown Bag Lunches
Training Programs
Search Certification
The people you train can advocate for you
Build Alliances, Gain Advocates
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. @KEITHGOODE
ABOUT ME
24 Years on Online Marketing
14 Years In-House SEO
IBM
Dell
VRBO/HomeAway
seoClarity
Conference Speaker
Pubcon
DeepSEOCon
SEJ eSummit
Many others
Podcaster, Instructor, Mixologist, Geek
3. @KEITHGOODE
* 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.
SOME LIGHT HOUSEKEEPING
4. Dawn of the
Internet
Moved to ATL –
Internet Startup
Graduated
University
NewEra Co.
Job
First Layoff
Second Layoff
Learned more
tech
Third Layoff
Holy crap! I
know SEO!
Death of
parents
Mental Health
issues
Moved to AUS
Fourth Layoff
HomeAway
BDX
SpareFoot
Dell
seoClarity
NewEra Co.
Job, Part 2
Started
speaking at
conferences
Fifth Layoff
IBM
More
speaking
gigs
SEJ Master
Class
My Journey in Search
AMD
DeepSEOCon
First Patent
Freelance
Copyediting and
Technical Writing
5. @KEITHGOODE
WHAT’S MY TECH STACK?*
Purpose Tool/Platform
Quick Crawls Screaming Frog
Large Crawls DeepCrawl (regular crawls), ContentKing (sitewide persistent
crawling)
Backlink Tracking Ahrefs and Majestic (via API through Br$%&#E!%#)
Keyword Research Ahrefs and DataCube in Br$%&#E!%#
Rank Tracking Br$%&#E!%#
Data aggregation AirTable
Analytics Google Analytics, CMDP, GSC
Technical analysis GSC (and all the Google tools)
Reporting Excel, Tableau, Pearl
*Not an endorsement of these tools or platforms.
6. @KEITHGOODE
KEY TAKEAWAYS
Find the opportunities that your
leadership is missing.
Know how to prioritize work and
justify the focus on SEO
Execute a strategy across the entire
organization
Build alliances and embed SEO
knowledge across teams
8. @KEITHGOODE
THE DIFFERENT TYPES OF ORGS I’VE WORKED AT
Worst
Knows the Value of
SEO: No
Actually Understands
the Value of SEO: No
Thinks they know
SEO: Yes
Expects Results:
Quickly
Bad
Knows the Value of
SEO: No
Actually Understands
the Value of SEO: No
Thinks they know
SEO: No
Expects Results: No
Good
Knows the Value of
SEO: Yes
Actually Understands
the Value of SEO: Yes
Thinks they know
SEO: No
Expects Results: Yes
Best
Knows the Value of
SEO: Yes
Actually Understands
the Value of SEO: Yes
Thinks they know
SEO: Yes
Expects Results:
Certain
9. @KEITHGOODE
MOST LEADERSHIP DOESN’T
UNDERSTAND SEO
They:
Hire SEOs
Expect 1:1 ROI Immediately
(“Dance monkey!”)
Aren’t sure how to get there
Think meetings are productive
time
10. @KEITHGOODE
NOISE ATTRACTS
ATTENTION
Those who report the most
get the most attention
Those who speak up the
most get the most
attention
Those who cheerlead the
most get the most
attention
Go against your better
nature and insert yourself
Older reference lost
on a younger
generation
11. @KEITHGOODE
WHAT LEADERSHIP THINKS CHANGE MEANS
Second
We’re Going to Switch to
a New Productivity Model
First
We’ll Rename the
Department
Fourth
Over-communicate about the
change.
Fifth
Update the marketing stack to
align to the department
change
Third
Update the Brand of the
Department and Align Teams
Sixth Tout how well we did with this
change … and start all over again
14. @KEITHGOODE
SCENARIO
Day 1 at a new in-house role
Outside of corporate requirements:
What’s the first thing you do?
How do you set expectations?
What should your expectations be?
What alliances will you need?
15. @KEITHGOODE
BE REALISTIC
Determine what you have
control over
Understand political
boundaries
Keep account of anything you
discover that you have no
control over
16. @KEITHGOODE
UNDERSTAND HOW MUCH CAN I CONTROL
8% 17% 62% 13%
Developer
Super-important
community pages with
high engagement
Support Docs
Support and how-to
documents, technical
specifications, etc.
Marketing
A very liberal estimation
of pages I can influence
as part of the buyer’s
journey
Essential pages for
supporting old and
new products and
services
17. @KEITHGOODE
THE TEMPTATION WHEN STARTING OUT
1. Run a site-wide audit
2. Create a list of all the issues across the site
3. Hand problem list to leadership
4. Identify that list as your strategy
18. @KEITHGOODE
UNPRIORITIZED AUDITS
ARE A DIME A DOZEN
Audits are often just a list of
all the problems on a site
In many cases, audits are
bought and paid for but not
acted upon
Lack of context,
understanding of impact, etc.
prevent action
19. @KEITHGOODE
PROVIDE A FRAMEWORK
FOR UNDERSTANDING
AUDIT
Usability – generally technical
elements of the site and
ecosystem
Relevance – content, media,
and other elements of the
user experience
Authority – Links, both
internal and external; brand
perception, etc.
21. @KEITHGOODE
Authority
Teams: Digital PR, Social
Campaigns become more
restrictive as the brand grows
in order to protect the brand
Usability
Teams: IA, Dev, Webmasters
Tend to require integration into
scrum teams, funding and
priority
Relevance
Teams: Content, Brand
Tend to be more tactical than
strategic, but can have faster
results
UNDERSTANDING TEAM FUNCTIONS
22. @KEITHGOODE
WORK WITH YOUR
TEAMS TO SEE
WHAT’S POSSIBLE
Establish your baseline with
each team member
Ask: “What is one task on this
list you can easily accomplish
in one sprint?” That’s a 2.
A 13 is the limit for one
person and one task per sprint
21 is the point at which your
story needs to be broken
down into smaller tasks
The key is communication!
23. @KEITHGOODE
FIBONACCI OR T-
SHIRT SIZING
This is a mental exercise; not a
prescription
Fibonacci is a sequence of
numbers in which a number is
the additive result of the
previous two numbers.
1, 2, 3, 5, 8, 13, 21, 34, 55, etc.
XS, S, M, L, XL, XXL, XXXL, etc.
24. @KEITHGOODE
PLOT YOUR WORK OUT IN A PRIORITIZATION MATRIX
Direct your activities based on
what will drive the most results for
the least cost/effort
Focus on activities that are “fix
once; affect many” items
Don’t mistake activity for
accomplishment
Work with each of the teams who
you’ll need to help accomplish
these items
High Difficulty
Low Benefit
High Difficulty
High Benefit
Low Difficulty /
Low Benefit
Low Difficulty /
High Benefit
Quick
Wins
Incremental
Busy Work
Money Pit
27. @KEITHGOODE
WATERFALL
PROBLEM #1
2013 - CEO googled
company name with a site
operator and noticed “far too
many pages” in the index (at
3am)
Sparked a massive page
reduction effort across the
site
Implemented canonicals on
heavily parameterized
portion of site
Waited 8 months for
implementation
All canonical tags were self-
referential due to a
specification
misunderstanding
28. @KEITHGOODE
WATERFALL
PROBLEM #2
Massive drop in inbound external links in a very short period
Resulting decline in ranking and traffic
2 Massive changes to fight spam were the cause
January 2020 September 2020
30. @KEITHGOODE
TWO BIG TAKEAWAYS
Never just hand off your
specifications and just wait for
the resulting product. Always
QA. Implement incrementally,
measure, adjust and refine.
Even a BILLION extremely
spammy and bad links lost can
result in ranking losses.
32. @KEITHGOODE
COST AND ROI ESTIMATION
Reset the Expectation of Quick
Turn-arounds
Ranking is Only One KPI
What KPI’s Really Matter?
Widening the Net
Set an Expectation of Many Small
Wins Rather than One Big Win
This Photo by Unknown Author is licensed under CC BY-SA
33. @KEITHGOODE
ONESEARCH AND HOW SEO SAVED MILLIONS
Each BU had its own
budget and targeted
whatever keyword they
wanted and assigned any
landing page they wanted
Quality scores were
generally under 5, leading
to a massively inefficient
and expensive paid cost
SEO noticed and reported
that many of the
campaigns were pointing
to irrelevant or ineffective
pages, forms, etc.
After proving the value of
effective targeting and
keyword governance, SEO
was able to dictate who
received paid funding and
who didn’t
34. @KEITHGOODE
A RISING TIDE LIFTS
ALL BOATS
Technical SEO is One of the
Greatest Undertakings IF You Can
Get Priority
Fix One Issue; Fix Thousands of
Problems
Commit One Template Change;
Fix Page Issues Across the Board
This Photo by Unknown Author is licensed under CC BY
35. @KEITHGOODE
APPEAL TO PRIDE
SWOT Share of Voice Content Gap
Analysis
Visual Analysis
What are your…
• Strengths
• Weaknesses
• Opportunities
• Threats
How well do you
stack up against
all your
competitors
across unbranded
search teams.
What content is
ranking for your
competitors? For
what keywords do
they rank for which
you should also
rank?
Side by side
comparison of SERP
results, content and
user experience
37. @KEITHGOODE
EDUCATION IS THE GREATEST WAY TO EXPAND YOUR TEAM
Key Points
Customize Per Discipline
Provide Ongoing Updates to
Knowledge
Show If and How SEO News
Impacts Them
Report Regularly
38. @KEITHGOODE
SHOW TEAMS WHERE THEY IMPACT SEARCH
Crawling
•Googlebot
•Barriers to
Success:
•No Nav Links
•Not in Sitemap
•Robots.txt
Disallow
•Content in
JavaScript
•Orphaned Pages
•Robots
“Nofollow”
Indexing
•Caffeine
•Stored @ Google
•Barriers to
Success:
•Robots
“Noindex” tag
•Excessive
Duplication (bad
canonical tag)
•Innaccurate
Localization
•Text isn’t
readable
Ranking
•Organic SERP
•MUM?
•Barriers to
Success:
•No relevance
•Slow Page Load
•Not mobile
responsive
•No internal links
•No external links
•No Keyword Use
Useful
Responses
•Instant Answer
•Knowledge
Graph
•Barriers to
Success:
•No Structured
Markup
•No Schema
•Lack of relevant,
easy-to-follow
content
39. @KEITHGOODE
SHOW EACH TEAM HOW THEY CAN BOLSTER SEO EFFICACY
• Social
• Promotion
• Industry Outreach
• Drives Corporate Priorities
• Company Vision
• Voice of the Company
• Proper Merchandising
• Content Best Practices
• Building Content for the
User
• Proper Coding
• Responsive Design
• Server Uptime and Speed
• Adapting to Tech
Advancements
• Audits
• Analysis
• Education
• Staying up-to-date
41. @KEITHGOODE
BUILD A CULTURE OF MEANINGFUL REPORTING
Everyone wants more Data. Ask why?
Target your reporting by audience
Focus on data that’s meaningful to
them and that’s actionable
Tie your actions to what matters
most – money
Present any problems with solutions
42. @KEITHGOODE
KEYWORDS FOR REPORTING TYPES
Persona Keyword Report Types
Individual Contributor (IC) Tactical • Page-level ranking reports
• Individual burn-down chart
Technical Partner Problems • Overall burn-down chart
• Technical SEO issues resolved
• Technical performance improvements
Stakeholder Progress • Ranking improvements for pages on which you’ve
worked
• Results of any prioritized work
• Topic or Industry-level Share of Voice
Executive Summary • Share of Voice
• Revenue
• Traffic and Engagement
43. @KEITHGOODE
GUIDELINES FOR EXECUTIVE REPORTING
Choose 2 to 3 metrics to report MAX
Too much information will distract and frustrate them
No keyword ranking reports
No link-building reports
Show the forest, not the trees
Metrics should be meaningful to executives
Revenue (Required)
Share of Voice/Share of Market
Traffic and Conversion Rate
Lifetime Value of Users
Remember: You Control the Narrative
Keep data available in backup just in case they ask for it.
45. @KEITHGOODE
KEY TAKEAWAYS
Find the opportunities that your
leadership is missing.
Know how to prioritize work and
justify the focus on SEO
Execute a strategy across the entire
organization
Build alliances and embed SEO
knowledge across teams