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How to develop a winning SEO
team: What Search Marketing can
learn from Formula 1
Tom Vaughton | Varn
https://www.slideshare.net/varnmedia/
@VarnMedia
Quick introductions...
1999
11 Years of Varn SEOing
We love all things SEO, it’s what makes us tick
Our team share a love of data, analytics & have a fierce competitive
streak to ensure our clients’ websites thrive
Did you know SEO is like Formula
1?
Lockdown binge watching got me
thinking...
I couldn’t help but compare
similarities between the SEO
industry….
& the competition that is F1
It’s a zero-sum game
There are only 10 spaces on page
1 of a Google search*
*this can slightly depend on what you search ☺ but you get the point
You need to be there if you want
to be a winner
How you get a podium finish in F1 is
controlled by the car’s engine,
aerodynamics, support team, strategy,
competitor knowledge and driver.
In our SEO world, we similarly are
impacted by multiple factors that
will influence the ranking of a
website
What should you focus on to build a
winning SEO team & make sure you rank
no. 1 on Google ahead of your
competition?
Using our parallel world of F1, let’s
explore how to make sure your
competition is not beating you to the
podium spots
Here are the 4 things to clearly
define and succeed at for an SEO
team to be successful
1
The Driver
=
The Decision Makers
There is no point having a great
Technical and Content Marketing team
if the strategy and client management
decision making is littered with
mistakes
2
The Competition
=
The Competition
A winning SEO team will really
understand what the competition is
up to and why they perform better
or worse than them
3
F1 Aerodynamics
=
Technical SEO
A winning SEO team spends as much
time on Technical SEO as content
creation
4
The F1 engine
=
Content Marketing
A winning SEO team will be able
to focus effort to create leading
engaging content
In summary
The F1 Engine =
Content Marketing
The F1 Aerodynamics =
Technical SEO
The Driver =
The Strategy and
Marketing Manager
The Competition =
The Competition
Make sure your SEO team is a
team
A few additional things to
think about when building
an effective business team,
learnt from the last 20 years
1. Good People
2. Constantly evolving
3. Measure
4. Employ for attitude
5. Difference is good
6. Don’t settle
Thanks :-)
www.varn.co.uk
@VarnMedia
linkedin.com/in/tomvaughton
linkedin.com/company/varn

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