BRIAN-MCDOWELL-Austin2016-v2

#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
#Pubcon @Brian_McDowell @SERP
Sustained SEO Career Path in 10 Steps
1. Shark Tank Mentality
2. Attribution Modeling
3. Audit Account Credentials
4. Build a channel P&L (Budget is your starting capital)
5. Continued Keyword Discovery
6. Technical Site Audit (Autonomous User)
7. Collateral Publishing Calendar (Human User)
8. Reporting Platforms and RFPs
9. Team Expansion
10. Continued Education

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1: Have a Shark Tank Mentality

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Shark Tank Mentality
1. SHARK TANK MENTALITY

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http://techcrunch.com/2014/02/21/women-outnumber-men-for-the-first-time-in-berkeleys-intro-to-computer-science-course/
TECHNOLOGY
MARKETING
MEN
WOMEN

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Engineering Web Development E-Commerce PPC
SEO SEM Marketing Web Analytics
Public Relations Web Design Content Social Media
Gender Distribution by Field
Data extracted from https://moz.com/blog/2015-online-marketing-industry-survey

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2: Understand Your Attribution Model

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Attribution Modeling
http://www.forbes.com/sites/forbesinsights/2014/12/02/cross-channel-attribution/#280bda433741
SEO
Typical Customer Purchase Journey

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ATTRIBUTIONPROTIP

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Attribution Modeling

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3: Audit Account Credentials

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PRO TIP: CHECK ROOT DIRECTORY FOR ANY VALIDATION FILES

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4: Build a Channel P&L

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Your P&L Helps With Budget Requests
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

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5: Continuous Keyword Discovery

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6: Conduct a Technical Site Audit

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FOCUS ON THE USER FIRST!

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DO NOT NEGLECT THE AUTONOMOUS USER!

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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

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Complete audit of architecture and assets
XENU

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Complete audit of architecture and assets

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Audit Your Backlinks
• 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

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7: Establish A Collateral Publishing Calendar

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Schedule All Content
• Written
• Video
• Images
• Interactive
Be on a constant look out for
new distribution channels!
https://wordpress.org/plugins/editorial-calendar/

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8: Reporting Platforms and RFPs

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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.”

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

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SERP RANKINGS

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

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

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http://market.envato.com/

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9: Pitch For Team Expansion

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•Time to hire
•Average Salary
•Vetting Process
•Length of tenure
•Cost to Develop Training
•Average Investment During Tenure
•Advancement Track (the revolving door)
PRO TIP: USE AGENCY PARTNERS TO PROVE ROI. FIRE FAST!

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Identify needs: Need People
http://www.conductor.com/blog/2015/03/seo-jobs-seo-salary-growth/

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http://www.conductor.com/blog/2015/03/seo-jobs-seo-salary-growth/
Identify needs: Need People

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10: Continued Education

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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

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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

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

BRIAN-MCDOWELL-Austin2016-v2

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