C3 2012 Institutionalizing SEO - Jeremiah Andrick, Brian McDowell

1. #C3ny
#C3ny
|
September
19-­‐20
|
New
York
City
Ins$tu$onalizing
SEO
Jeremiah
Andrick
GM
E-­‐commerce,
Logitech

2. #C3ny
2
Perhaps
I
should
tell
what
I
do
here:

3. #C3ny
3

4. #C3ny
4

5. #C3ny
The
SEO
process
(The
stuff
we
know):
5
NOT
ENOUGH!
This
will
get
you
the
job…
This
won’t
help
you
keep
it!

6. #C3ny
6
SEO
IS
THE
CANARY
IN
THE
COAL
MINE!

7. #C3ny
7

8. #C3ny

9. #C3ny
9
As
marke$ng
in
“real
life”
is
changing
we
“digital
marketers”
need
to
change
with
it.
Making
SEO
maNer
means
finding
out
what
maNers
to
those
that
don’t
know
SEO.

10. #C3ny
Three
types
of
Search
Engine
Op$mizers
10
The
Mercenary
The
Good
Soldier
The
General

11. #C3ny
The
Mercenary
11
+ 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

12. #C3ny
The
Good
Soldier
12
+ Does
what
they
are
told
+ Gets
results
but
is
easy
target
when
things
go
wrong
+ The
job
isn’t
about
strategy
it’s
about
execuon
+ Will
always
wonder
why
the
paid
search
guys
get
paid
more
+ May
make
an
impact
but
not
a
lasng
change

13. #C3ny
The
General
13
+ 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
implicaons
+ Your
legend
will
precede
you!

14. #C3ny
14
Think
like
a
General
and
SEO
will
always
have
a
seat
at
the
table.

15. #C3ny
1.
Set
the
Founda$on
for
Long
term
SEO
Success
15
Define
the
problem.
Don’t
be
afraid
to
put
numbers
down.
Goals
with
out
metrics
are
meaningless.
Be
the
number
1
advocate.
Find
others
willing
to
spread
the
good
word.
CLARIFY
RESEARCH
ARTICULATE
EVANGELIZE
The
problem
is
rarely
in
just
the
SERPS.
What
was
the
role
of
SEO
before?
Do
you
know
who
the
real
players
are?
Do
your
homework.
What
don’t
you
know?
Put
numbers
on
it.
Never
stop
talking
about
it

16. #C3ny
2.
Think
In
Terms
of
Impact
16
Sales
Leads
Traffic
Brand
Support

17. #C3ny
3.
Become
a
Storyteller!
(Part
I)
17
Share
what
maeers
weekly.
Only
what
maNers!
Keep
SEO
front
and
center!

18. #C3ny
3.
Become
a
Storyteller!
(Part
II)
What
is
the
target
impact?
Which
of
my
iniaves
are
most
crical
to
my
key
goal?
-­‐ Bundles
&
Configurator
-­‐ Refer
a
Friend
program
-­‐ Exclusives
(engraving
&
future
items)
What
items
that
you
work
on
will
most
contribute
to
traffic
wins?
Where
are
you
in
striking
distance?
DETAILS
GOAL
10,000,000
$1,234,567
Top
3
Ini$a$ves
Content
Updates
Infrastructure
Link
Building
• Launch
Titles
&
Descripons
• Opmize
YouTube
videos
• Arcle
development
plan
• Add
CDN
• Reduce
Load
Time
from
tags
• Add
heatmap
soluon
• Connue
to
develop
PR
as
a
traffic
resource
(Link
building
&
inial
traffic)
• Fix
Broken
links
from
site
move
• Work
on
social
Revenue = Traffic x Conversion x AOV
1.25%
(50000
Units)
$90
What
other
levers
can
you
pull?
Can
you
impact
My
three
favorite
words:
Quarterly
Business
Review

19. #C3ny
Things
SEOs
do:
19
+ Centers
of
Excellence
+ Vanity
Metrics
+ Tweet
how
much
they
hate/love
Google
+ Fight
with
Developers
+ Write
blog
posts
for
SEL
or
SEOmoz

20. #C3ny
Things
an
SEO
General
does:
20
+ Centers
of
Excellence
+ Buy
Beer
for
Developers!
+ Save
your
best
posts
for
internal
sharing
+ Become
a
trusted
advisor
to
the
person
that
maeers
most
+ Research,
Research,
Research

21. #C3ny
!
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
maeers.

22. #C3ny
#C3ny
|
September
19-­‐20
|
New
York
City
Panda
and
Penguin
@Brian_McDowell
Director
of
Search
Intelligence,
Conductor

23. #C3ny

24. #C3ny
Who
wants
to
be
an
SEO
Janitor?
If
all
SEO
is
in
an
organizaon,
is
constantly
reacng,
how
will
you
get
ahead?
Does not
use target
terms
302 Redirects instead
of 301
Names a product
something crazy
Training

25. #C3ny
Explain 301 value and
impact
Teach Adwords
Build
an
SEO
culture
and
holding
groups
accountable
for
their
acons
based
on
industry
standards
for
internet
markeng.
Teach
Adwords
Other
groups
are
ACCOUNTABLE
for
SEO

26. #C3ny
1. SEO as a Marketing Channel
2. SEO as a Business
Managing SEO Cultural
Theologies
Major Talent Differentials!

27. #C3ny
VINCE
-­‐
LEADER
JIM
-­‐
EXECUTION
Ø Larger Scale Sites
Ø Segmented Org Structures
Ø Manage SEO Agency / Tools
Ø Excellent People Skills
Ø Runs SEO like a Business
Ø Smaller Scale Sites
Ø Complete Access to CMS
Ø Jack of All Trades
Ø Highly Analytic / Data Driven
Ø Treats SEO as a Channel

28. #C3ny
“Individual commitment to a group effort – that is what makes a team work, a
company work, a society work, a civilization work”
~Vince Lombardi~

29. #C3ny
Evangelism
is
Never
Ending

30. #C3ny
Building
An
Effec$ve
SEO
Channel
is
Challenging…

31. #C3ny
4
Factors
That
Help
Matura$on
Educaon
(Why
do
we
do
it?)
Help
educate
departments,
individuals,
and
or
management
to
SEO
Best
pracces
Advise
(How
do
we
execute?)
Provide
a
consultave
sounding
board
to
key
players
regarding
overall
strategy
as
well
as
specific
taccs
Evangelism
(Who
needs
to
be
involved?)
Work
closely
with
teams
to
evangelize
the
role
and
value
of
SEO
within
the
organizaon
Analysis
(What
were
the
results?)
Help
measure
goal
aeainment,
define
KIPs,
and
determine
impact
of
strategies
&
taccs

32. #C3ny
Iden$fy
Target
Areas

33. #C3ny
Accountability
Develop
Training
and
a
SOW
material
for
all
pares.

34. #C3ny
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Repeon
Reinforcement
WHY
/
HOW
/
WHO
/
WHAT
New
Guy
Confused
SEM
Rookie
Distracted
Know-­‐It-­‐All

35. #C3ny

36. #C3ny
Audits
Each
Team’s
Progress

37. #C3ny
Schedule
Updates
for
Each
Team
Monthly
Team
Updates
with
each
group
Bring
their
contribuon
metrics
Share
industry
shiss
Review
wins
and
losses
Review
implementaon
and
execuon
Resources
is
always
an
issue
–
be
ready
Quarterly
Trainings
Consistently
educate
Keep
it
excing
and
grab
their
aeenon

38. #C3ny
Report
Key
Metrics
That
are
Applicable
to
Each
Team

39. #C3ny
Priority
Management
–
Keeping
Track
of
Deadlines

40. #C3ny
Set
Goals
With
Each
Team

41. #C3ny
Give
Teams
the
Credit
–
You
Couldn’t
Do
It
Without
Them

42. #C3ny
Mo
Most
importantly,
hold
teams
accountable.
This
also
means
that
failure
to
execute
should
be
reflected
on
annual
reviews.

43. #C3ny
43