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Institutionalizing SEO
              Jeremiah Andrick




                                          #C3n
                                            y
#C3ny | September 19-20 | New York City
Perhaps I should tell what I do here:




                                        #C3n
                                          y
                                          2
#C3n
  y
  3
#C3n
  y
  4
The SEO process (The stuff we know):




                                       #C3n
                                         y
                                         5
The SEO process (The stuff we know):



                                NOT ENOUGH!
                                This will get you
                                the job… This
                                won’t help you
                                keep it!



                                                    #C3n
                                                      y
                                                      6
SEO IS THE CANARY IN THE COAL MINE!




                                      #C3n
                                        y
                                        7
#C3n
  y
  8
#C3n
  y
As marketing in “real life” is changing
we “digital marketers” need to change
with it.

Making SEO matter means finding out
what matters to those that don’t
know SEO.

                                          #C3n
                                            y
                                           10
Three types of Search Engine Optimizers




 The Mercenary   The Good Soldier   The General


                                                  #C3n
                                                    y
                                                   11
The Mercenary

                + Gets results what ever the cost.
                + Is all about survival
                + Quickly moves from conflict to
                  conflict
                + Makes an impact…
                + People may not miss you when
                  you are gone



                                                     #C3n
                                                       y
                                                      12
The Good Soldier

                   + Does what they are told
                   + Gets results but is easy target when
                     things go wrong
                   + The job isn’t about strategy it’s
                     about getting stuff done
                   + Will always wonder why the paid
                     search guys get paid more
                   + May make an impact but not a
                     lasting change

                                                            #C3n
                                                              y
                                                             13
The General

              + Is looking for the big picture
              + Responsible to bring people along
              + Doesn’t chase the algo, they build
                systems that weather the changes
              + Makes an impact, but understands
                the implications
              + Your legend will precede you!




                                                     #C3n
                                                       y
                                                      14
Think like a General and SEO
will always have a seat at the
table.


                                 #C3n
                                   y
                                  15
1. Set the Foundation for Long term SEO Success



  The problem is       What was the role
  rarely in just the   of SEO before? Do
  SERPS.               you know who the                               Never stop
                       real players are?
                       Do your
                                                                    talking about it
                       homework.             Put numbers
                                                 on it.             Be the number 1
                                                                    advocate. Find
                                                                    others willing to
                                           Don’t be afraid to put   spread the good
                                           numbers down. Goals      word.
                          What don’t       with out metrics are
                          you know?        meaningless.


      Define the
      problem.

       CLARIFY          RESEARCH           ARTICULATE               EVANGELIZE

                                                                                        #C3n
                                                                                          y
                                                                                         16
2. Think In Terms of Impact


                                      Traffic

            Leads
                              Sales




                                                Brand



                      Support


                                                        #C3n
                                                          y
                                                         17
3. Become a Storyteller! (Part I)
  Share what matters weekly. Only what matters!




 Keep SEO front and center!

                                                  #C3n
                                                    y
                                                   18
3. Become a Storyteller! (Part II)
   My three favorite words: Quarterly Business Review
       Initiatives        Content Updates                Infrastructure                      Link Building
          Top 3




 Revenue = Traffic x Conversion x AOV

            What is the target         What items that you                                    Is there data you can
                                                                 What other levers can        leverage to improve the
  DETAILS




            impact? Which of my        work on will most         you pull? What is the        amount people spend?
            initiatives are most       contribute to traffic     role of AB testing in the    Can you reduce friction?
            critical to my key goal?   wins? Where are you in    results. Can you learn
                                       striking distance?        from paid?
   GOAL




               $1,234,567                 10,000,000                    1.25%                          $90



                                                                                                                         #C3n
                                                                                                                           y
Things SEOs do:


+ Centers of Excellence
+ Vanity Metrics
+ Tweet how much they hate/love Google
+ Fight with Developers
+ Write blog posts for SEL or SEOmoz




                                         #C3n
                                           y
                                          20
Things an SEO General does:


+ Centers of Excellence
+ Buy Beer for Developers!
+ Save your best posts for internal sharing
+ Become a trusted advisor to anyone who will listen.
+ Research, Research, Research




                                                        #C3n
                                                          y
                                                         21
Those who win will be those that try
stuff (quickly), measure then try
something else. watch what
happens…

If you are going to do something make
sure it matters.

                                        #C3n
                                          y
                                         22
Thank You!
             #C3n
               y
              23

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Conductor C3 - 2012: Institutionalizing SEO

  • 1. Institutionalizing SEO Jeremiah Andrick #C3n y #C3ny | September 19-20 | New York City
  • 2. Perhaps I should tell what I do here: #C3n y 2
  • 3. #C3n y 3
  • 4. #C3n y 4
  • 5. The SEO process (The stuff we know): #C3n y 5
  • 6. The SEO process (The stuff we know): NOT ENOUGH! This will get you the job… This won’t help you keep it! #C3n y 6
  • 7. SEO IS THE CANARY IN THE COAL MINE! #C3n y 7
  • 8. #C3n y 8
  • 10. As marketing in “real life” is changing we “digital marketers” need to change with it. Making SEO matter means finding out what matters to those that don’t know SEO. #C3n y 10
  • 11. Three types of Search Engine Optimizers The Mercenary The Good Soldier The General #C3n y 11
  • 12. The Mercenary + Gets results what ever the cost. + Is all about survival + Quickly moves from conflict to conflict + Makes an impact… + People may not miss you when you are gone #C3n y 12
  • 13. The Good Soldier + Does what they are told + Gets results but is easy target when things go wrong + The job isn’t about strategy it’s about getting stuff done + Will always wonder why the paid search guys get paid more + May make an impact but not a lasting change #C3n y 13
  • 14. The General + Is looking for the big picture + Responsible to bring people along + Doesn’t chase the algo, they build systems that weather the changes + Makes an impact, but understands the implications + Your legend will precede you! #C3n y 14
  • 15. Think like a General and SEO will always have a seat at the table. #C3n y 15
  • 16. 1. Set the Foundation for Long term SEO Success The problem is What was the role rarely in just the of SEO before? Do SERPS. you know who the Never stop real players are? Do your talking about it homework. Put numbers on it. Be the number 1 advocate. Find others willing to Don’t be afraid to put spread the good numbers down. Goals word. What don’t with out metrics are you know? meaningless. Define the problem. CLARIFY RESEARCH ARTICULATE EVANGELIZE #C3n y 16
  • 17. 2. Think In Terms of Impact Traffic Leads Sales Brand Support #C3n y 17
  • 18. 3. Become a Storyteller! (Part I) Share what matters weekly. Only what matters! Keep SEO front and center! #C3n y 18
  • 19. 3. Become a Storyteller! (Part II) My three favorite words: Quarterly Business Review Initiatives Content Updates Infrastructure Link Building Top 3 Revenue = Traffic x Conversion x AOV What is the target What items that you Is there data you can What other levers can leverage to improve the DETAILS impact? Which of my work on will most you pull? What is the amount people spend? initiatives are most contribute to traffic role of AB testing in the Can you reduce friction? critical to my key goal? wins? Where are you in results. Can you learn striking distance? from paid? GOAL $1,234,567 10,000,000 1.25% $90 #C3n y
  • 20. Things SEOs do: + Centers of Excellence + Vanity Metrics + Tweet how much they hate/love Google + Fight with Developers + Write blog posts for SEL or SEOmoz #C3n y 20
  • 21. Things an SEO General does: + Centers of Excellence + Buy Beer for Developers! + Save your best posts for internal sharing + Become a trusted advisor to anyone who will listen. + Research, Research, Research #C3n y 21
  • 22. Those who win will be those that try stuff (quickly), measure then try something else. watch what happens… If you are going to do something make sure it matters. #C3n y 22
  • 23. Thank You! #C3n y 23

Hinweis der Redaktion

  1. This is me: Jeremiah Andrick, SEO for more than 10 years, Some of the biggest brands. Bing webmaster tools and developer APIs. Designed a method for crawling code samples on the web. My team will tell you I just like to go to parties.
  2. We have the best job because we can impact so much.So much more than what you think.Product strategyNomenclatureGo-to-marketITData and analytics
  3. I am not going to focus on this… I just want to recognize that the world we live in as SEOs its what we live for.
  4. This point here is that we can’t rely on this alone to be successful.Most of what it means to be an SEO has a lot more to do about the business.
  5. SEO Programs often begin out of a bigger need than just ranking issues.
  6. SEO was one of the solutions but to be effective we have had to recognize it is a part of a bigger change.
  7. Why talk about this? We all have been one of these.We may need to be them again but there are dangers. Most of all for the in-house SEO
  8. This is the sexy side of SEO but they get killed a lot.The same person who hires this person maybe the one who does them in.
  9. When you are new there is now problem playing the role of the soldier, but if you are the only SEO or the head of a team this is not the best way to lead.
  10. SEO was one of the solutions but to be effective we have had to recognize it is a part of a bigger change.
  11. Notice how I didn’t put ranking in there. We must avoid rank as goal and focus on the outcome of what happens when we rank. When we improve our rank we should be moving the needle on the goal of our site.
  12. Report early and often… but just because it matters to you as an SEO doesn’t mean that you want to should share it. Share data that means something. Share data that shows progress against your goal.