I was asked to present a short presentation on the nature of Project Management in the SEO field. The audience was in-house marketers and my goal was to share some thoughts on working around and in some of the traditional complaints of the in-house SEO and digital marketers.

1. Getting to Done:
Strategies for in-house search
Jeremiah Andrick | @JEREMIAH ON TWITTER
@JEREMIAH ON TWITTER

2. GOOD IDEAS WILL COME FROM MANY PLACES.
THE QUESTION IS ARE YOU LOOKING FOR THEM?
@JEREMIAH ON TWITTER

3. FROM CHAOS TO EXCELLENCE
WORKING MODEL
RINSE &
AUDIT PLAN EXECUTE
REPEAT
• Understand the people • Set measureable goals • Work your plan • Measure the effects
• Understand the problems • Define the audience • Report on your progress • Re-audit
• Understand the purpose (Search Personas) • Recognize progress • Train and add governance
• Define your funnels
• Build your plan
@JEREMIAH ON TWITTER

4. AUDIT MORE THAN THE WEBSITE
Map the political terrain
• Who are the stakeholders
• What are the sacred cows
• Who are the enemy’s of progress
Become an evangelist
• Build a elevator pitch
• Always bring data
• Be accountable, then hold people
accountable.
Learn to identify stakeholder motivations
& personalities
• Identify personalities & plan to work with or
around them
• Win them over
@JEREMIAH ON TWITTER

5. AUDIT THE PAGES
THE SEO AUDIT
An audit isn’t your plan; it is DO THIS OVER AND
your source for the low hanging OVER AGAIN
fruit you will use to win hearts Review
and mind. Review the Offpage Factors
Architecture
PREPERATION
• Know how to share what
you find.
• Understand the technical
SHARE
challenges
• Make your audits AUDIT Review
Everything
repeatable
• Date your efforts to
compare future audits
Review the Review the
Navigation homepage
@JEREMIAH ON TWITTER

6. AUDIT THE PURPOSE
• Understand the business goals!
• Understand the risks that have
caused problems in the past.
• There will be conflicting purposes
in most businesses understanding
the conflicts is critical to future
success.
• Work to measure the opportunity
of the targets. Realistic goals that
are measurable are critical.
@JEREMIAH ON TWITTER

7. THE NATURAL BORN LEADER IS A MYTH.
IT’S A PROCESS.
@JEREMIAH ON TWITTER

8. PROJECT MANAGEMENT IS NOT A DIRTY WORD
You are responsible to get the job done:
- SEO’s with skill know how to deliver results
- Lead with authority or without, but lead
- If there isn’t meaningful processes
PROJECT PLAN
FROM MINIMAL PARTICIPATION TO COMPLETE OWNERSHIP
• Long Term Plan
• Continuous Shipping process
• Metrics deep dives –
PROJECT PLAN understanding metrics and
making data driven decisions
PROJECT PLAN
• Understand Resource • Quarterly Business reviews –
• Scope the work Management Report progress
• Schedule the work • Build repeatable processes
• Work the schedule • Handle risk
WHITE BELT BLUE BELT BLACK BELT
Light Weight PM Command & Control Expertise & Ownership
@JEREMIAH ON TWITTER

9. RACISM
@JEREMIAH ON TWITTER

10. EXECUTE AND EVANGELIZE
While executing…
Make sure your work gets noticed.
• Create governance plans
• Build a knowledgebase
• Build your skills, while you work.
• Review
• Reflection
• Repeat
• Share Data with anyone who will listen.
• Be ready to have a POV
@JEREMIAH ON TWITTER

11. THANK YOU FOR YOUR TIME!
JEREMIAH ANDRICK
Digital Strategy & Customer Acquisition
jeremiahandrick@gmail.com
(415) 894-0459
Twitter: @jeremiah
www.linkedin.com/in/jandrick
@JEREMIAH ON TWITTER