2. ALLISON FABELLA
Twitter: @alli12
• Digital Audience Development Manager
• The Atlanta Journal-Constitution
– The south east’s largest newspaper
– One of the top 10 regional papers in the US
• Manage all strategic and tactical SEO & social
– All done solo
3. DO YOU EVER FEEL LIKE THIS GUY?
http://www.youtube.com/watch?v=uXMuWi0dUBc
4. FACT:
Over 40% of in-house SEO’s
*
operate without a staff
*SEMPO 2010 Salary Survey
6. 9 TIPS
1) Be the guru
2) Deputize your
champions
5) Buddy up with key
players
6) Define SEO in the
workflow
3) Train, train, and
train some more
7) Provide checklists
4) Leverage tools
8) Outsource
9) Set company goals
16. ID YOUR CHAMPIONS
• Look for folks who:
• Send you Search or social articles
• Utilizes your SEO office hours
• Like to talk Search
• Your eyes, ears, and advocates
• Every office has them
17. DEPUTIZE YOUR CHAMPIONS
• Make them co-trainers
• Involve in SEO
– Forward them articles
• Make them feel special
• Reward them
• Publicly send kudos; CC their boss
21. TRAINING
• EVERYONE gets SEO 101 primer
• Crucial stakeholders get additional tailored training
• Dev, designers, project mangers, content producers
• Peer to peer training is effective
– Tap your champions
• Bring in guest speakers & consultants
• “SEO” developers, designers, content producers
• In-house experts (i.e. Jessica Bowman
• Leverage webinars, videos (Fishkin’s White Board Friday)
25. ENTERPRISE TOOL FEATURES
•
•
•
•
•
•
•
Keyword research
Backlink analysis
Ranking data (universal search)
Workflow management
Analytics & Reporting
Competitive data
Social media integration
27. FRIEND #1:
PROJECT/PRODUCT MANAGER
• Your first line of defense
• Can help make sure SEO makes it into and REMAINS in the
project cycle
• Controls the meeting invite list
28. FRIEND #2:
LEAD DEVELOPER
• Holds the keys to the code
• Can watch for critical SEO elements
• Tip: Give them the keys to Webmaster Tools accounts
• Provides ownership of SEO
29. FRIEND #3:
LEAD DESIGNER/UX
• Can create placeholders for SEO elements in wireframes
• Can combat SEO-killing design concepts
• i.e. HTML5 vs. Flash
• Can prevent spider trap site architecture
31. SEO IN THE WORKFLOW
• Written documentation of SEO in lifecycle
• Saves time, frustration, money
• Work with project managers & developers
• Training is key
36. OUTSOURCING
• Good for workload “swells”
• Use for quickie needs
• Keyword research, content creation
• Use one-man (or woman!) shops
• Lower cost, no long-term obligations
38. COMPANY-WIDE GOALS
• ALL have skin in the game
• Helps create an SEO culture
• Relieves the sole burden on the SEO
• Less likely to have SEO requirements bumped from
project list
40. FINAL THOUGHTS
• You can’t do it alone!
• The buck STARTS – not stops – with you
• Everyone in your organization needs to own SEO
– Together you succeed or fail
• Your job is to:
*Train* *Evangelize* *Deputize* *Delegate* *Support*
*Inspire*... and do some SEO too