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•I’ve worked in SEO for a while
•I’ve done SEO in house for these
brands:
•I like lemon and herb, ok, I
admit it!
Who am I?
Lets get the questions
out of the way first
shall we?
Do Nando’s black
cards exist????
Who am i?
Do Nando’s
employees get free
Nando’s for lunch ???
Who am i?
Is it ok for me to order water, get
a glass then switch to drinking
coke and get free refills to cheat
the system???
Who am I to judge
I’ve never done this,
so I can’t say ;)
Questions all done

So you’re probably asking
yourself, what am I going
to get out of this talk?
“Ways to get shit done and
show everyone that SEO
works, and get their buy in”
As SEO experts we know
what tactics works and how
Google works, mostly
But as in-house SEO’s one
of our biggest jobs, is to
educate everyone else on
how good it is
As an in-house SEO I feel
like this…
There’s a lot to do, and
we have to prove are
worth at the same time
Our default setting is to
think of SEO as a specialist
in depth topic…
Start thinking like a product
manager and split it into
experiments and problems to
solve
For those that don’t know Google defines product
management as:
“an organisational function within a company dealing with new product
development, business justification, planning, verification, forecasting,
pricing, product launch, and marketing of a product or products at all
stages of the product lifecycle.”
Some of the problems we
face as in house SEOs…
1. Getting thought
about after a
change has been
put live
2. Were out of
the loop on
everything
3. Struggle to get
buy in from people
4. Budget limitations,
sometimes
5. Hitting internal
blockers
6.Stepping on
people’s toes
7. Work in small
teams or on our
own
The tasks of a product manager
and an in house SEO naturally
start to overlap…
But we need to put
ourselves in the
middle more
Over time I believe SEO and product will join
together, as we simply work towards doing
things that are right for users and aligned to
business goals…
…meaning we
can relax a bit
more
How is working as a product
manager for SEO, helping us
inhousers??? (this is a word )
1. It allows us to work in silos
and deal with tasks in a more
controlled way
2.Gives you a better
understanding of the
priorities
3.Allows you to react
quicker and removes
barriers
4.Frees us from metrics and
algorithm changes
How do we become
product managers?
Speak to them!
Understand the frameworks that
your product managers and dev
teams use..
Agile or waterfall learn the
basics
Build your work into projects
with tools like Trello or
Asana
How do you
work as a
product
manager to get
SEO tasks
done???
1. Dig into you
customer
feedback to find
problems
2. Work on a
hypothesis basis
and remove search
volume
3. Test a small
section to prove
your hypothesis is
correct
4. Create reports
that avoid vanity
metrics
5. Show people in
charge the
opportunity and
make it clear what
your asking of them
6. Don’t be scared to
invite stakeholders to a
kick off meeting. You’ll be
surprised who in the
business is looking at a
similar thing
7. Refer back
to your
business goals
regularly
8. Avoid low
impact high effort
changes
Simple Process
Find user
problem
Speak to
people
Get
solution
Everyone
happy
I don’t do all these things all of the
time and I do default back to type.
But I’m aware of the need to do
this to grow into my role.
Thanks for listening
cluckers
Twitter @markseosborne

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Clucking Good In-House SEO Product Management - Brighton SEO September 2021

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