In-House Tips and Tricks: Pubcon 2015

#pubcon
Establishing the Sustained
Center of Excellence
Presented by:
Brian McDowell, President SERP Strategies
@Brian_McDowell @SERP

#pubcon
Brian McDowell, President
SERP Strategies
Enterprise Search Marketing Consultant
www.SERPstrategies.com
Linkedin.com/in/mcdowell
@Brian_McDowell
@SERP
-Web Marketing Since 1997
-SEO Focus Since 2006
-Built SEO Channel at Red Ventures
-Established Conductor Consulting Services

#pubcon
Data-driven roadmaps for in-house SEOs
• Forecasting and budget request
• Complete audit of architecture and assets
• Plan for recursive site audit
• Baseline reporting and KPI for success
• Build an RFP for missing elements
• Build or buy your platform
• Establish an education plan
• Focus on the autonomous user
#Pubcon @Brian_McDowell @SERP

#pubcon
Identify 2016 Budget
DATA
Are you at the beginning stage of proving ROI? What
data do you need for your reporting and how is it
currently collected and served?
EDUCATION
Do you have the people in place but lack the “Know
How” to execute? Invest in Knowledge.
PEOPLE
Do you have the team needed to grow your
organization? Where are your gaps in execution and
how much will those gaps cost to fill?
Image Source: Third Door Media
http://blogs.position2.com/enterprise-seo-platforms-in-2015

#pubcon
Complete audit of architecture and assets
XENU

#pubcon
Complete audit of architecture and assets

#pubcon

#pubcon
Plan for recursive site audit
bit.ly/audit-checklist
PPC – 21
Video – 32
Business Strategy – 15
Social – 20
Design – 12
Branding – 18
Keywords – 11
Analytics – 38
Ecommerce – 11
Mobile – 10
International – 12
Semantic Markup – 6
Indexing – 32
Accessibility – 42
Architecture – 15
Links – 27
On Page – 17
Content – 26

#pubcon
Baseline reporting and KPI for success
“Choosing the right partner means
conducting a rigorous internal
evaluation to determine your business
priorities, needs, and goals.”
http://searchengineland.com/buyers-guides/enterprise-seo-tools-the-marketers-guide
•Consumer reports style comparisons
•Understanding if a platform is right for you
•Top questions to ask vendors
•Covers all functional areas of earned media
•Focus on modern tactics
•Brief look at product roadmaps
“If you are considering licensing an SEO
software tool, this report will help you
decide whether or not you need to.”

#pubcon
http://searchengineland.com/buyers-guides/enterprise-seo-tools-the-marketers-guide
BUILD AN RFP! BUILD AN RFP!

#pubcon
Do you prefer to grow your own platform?
My Apache – MySQL - PHP

#pubcon
SERP RANKINGS

#pubcon
Do you prefer to grow your own?
https://www.geckoboard.com/
http://simonhedley.com/wp-content/uploads/geckoboard.png

#pubcon
GECKOBOARDINTEGRATIONS
https://www.geckoboard.com/integrations/

#pubcon
http://market.envato.com/

#pubcon
Establish an education plan
PROFESSIONAL DEVELOPMENT
"Continuing education within enterprise level corporations is of the
utmost importance for SEO success. Working with different groups that
include developers, product managers, and content writers, to name a few,
the SEO expert must educate them on algorithmic changes that occur
monthly and help convey which changes will have the largest impact on their
enterprise SEO efforts.”
Keith Schilling - SEO Specialist, IBM / Co-Founder & Owner, Search Exchange / @KeithSchilling @IBM @SearchEx

#pubcon
Identify needs: Need Education?
continued education / networking
“The ‘big boys’ (Amazon, Google, Apple, etal) have so raised the bar-of-
expectations, that just knowing the tried-and-true ‘best practice’ tactics
and techniques is no longer good enough to compete. You need to know the
leading and bleeding edge strategies to have a chance of succeeding on
today's fast paced web. The only way to learn those strategies and
techniques is to be plugged into a community of peers to use as an on-
going education resource.”
Brett Tabke – CEO, Pubcon Inc / @BTabke @Pubcon

#pubcon
Identify needs: Need People?
•Time to hire
•Average Salary
•Vetting Process
•Length of tenure
•Cost to Develop Training
•Average Investment During Tenure
•Advancement Track (the revolving door)

#pubcon
Training people is a time consuming project. Fill your gaps!
Identify needs: Need People

#pubcon
http://www.conductor.com/blog/2015/03/seo-jobs-seo-salary-growth/

#pubcon
FOCUS ON THE USER FIRST!

#pubcon
DO NOT NEGLECT THE AUTONOMOUS USER!

#pubcon
FIXING 404s
Fixing 404s reduce bounce rate and increase conversion rates.
Support with Analytics Data
Fixing 404s support crawl efficiency, collect authority and
repair negative filters.
Support with crawl data, Search Console and log files.

#pubcon
Audit Your Linking Opportunities
• Process your 404 report
• Guest blog / content
• Advocate building
• Article Syndication & Press Releases
• Directory Submission
• Forum Signatures
• Infographics
• Viral Marketing
• Paid links
• Sponsored Blog Reviews
• Hosted Content
• Sponsoring Events
• Reciprocal Exchange
• Social Media Profiles
• Recover from expired domains
• Shares, Likes, Mentions, Citations
• Cannibalism
• Get noticed for what you do well

#pubcon
• Forecasting and budget request
• Complete audit of architecture and assets
• Plan for recursive site audit
• Baseline reporting and KPI for success
• Build an RFP for missing elements
• Build or buy your platform
• Establish an education plan
• Focus on the autonomous user
RECAP:
data-driven roadmaps for in-house SEOs

#pubcon
THANK YOU!
Presented by:
Brian McDowell, President SERP Strategies
@Brian_McDowell @SERP

In-House Tips and Tricks: Pubcon 2015

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