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, PresidentSERP StrategiesEnterprise Search Marketing Consultant

www.SERPstrategies.comLinkedin.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 @SERPwww.SERPstrategies.com

#pubcon

Identify 2016 BudgetDATAAre you at the beginning stage of proving ROI? What data do you need for your reporting and how is it currently collected and served?

EDUCATIONDo you have the people in place but lack the “Know How” to execute? Invest in Knowledge.

PEOPLEDo 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 @Brian_McDowell @SERP

www.SERPstrategies.com

#pubcon

Plan for recursive site auditbit.ly/audit-checklist

PPC – 21Video – 32Business Strategy – 15Social – 20Design – 12Branding – 18

Keywords – 11Analytics – 38Ecommerce – 11Mobile – 10International – 12Semantic Markup – 6

Indexing – 32Accessibility – 42Architecture – 15Links – 27On Page – 17Content – 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!


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Do you prefer to grow your own platform?

My Apache – MySQL - PHP


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SERP RANKINGS


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Do you prefer to grow your own?https://www.geckoboard.com/

http://simonhedley.com/wp-content/uploads/geckoboard.png


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http://market.envato.com/


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Establish an education planPROFESSIONAL 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

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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

#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)


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Training people is a time consuming project. Fill your gaps!

Identify needs: Need People


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


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FOCUS ON THE USER FIRST!

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DO NOT NEGLECT THE AUTONOMOUS USER!

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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

Business

Transcript of In-House Tips and Tricks: Pubcon 2015