CeBit Presentation Inhouse Seo Final
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The document discusses running an in-house SEO program. It outlines selecting a core SEO team with the right skills and experience. The in-house SEO process includes an audit to identify issues, a plan addressing on-page and off-page factors, implementation, benchmarking, and reporting. Costly mistakes to avoid are misplaced expectations, incongruent teams, self-proclaimed experts, and turf battles. Pillars of success are following the 20-80 rule, having SEO champions, setting milestones and KPIs, and maintaining a knowledgebase.
CeBit Presentation Inhouse Seo Final
- 1. Managing an in-house SEO Program Presenter Jasmine Batra ARROW INTERNET MARKETING www.searchenginerankings.com.au
- 2. Agenda Your Step by Step Guide to running an in-house SEO SEO Process Costly Mistakes (to avoid) 5 pillars of in-house SEO success
- 3. SEO Models From Audit to Implementation Handled by External Agency Strategy & Recommendations by external consultant On-page by Internal IT team & Off-page by External agency
- 5. Selecting the core team Typical Team composition: Traits & Skills to look for Over 4 years full time SEO experience empowered to have the final word. Problem solver with logical bent of mind. Ability to write original and engaging content with research orientation. Relentless executors with Data mining background.
- 7. SEO Audit Tests of a good SEO audit More than stating the obvious Includes specific examples and recommendations What’s broken ? What is working well ? Design and structure flaws Keyword Analysis and positioning Geographical targeting Server checks Pages Indexed by Google / Yahoo / MSN
- 8. Typical SEO Plan On-Page Factors Design Navigation Structure Meta Content & Coding Content Strategy Content Creation Updates Syndication & Distribution Link Popularity Thematic & Contextual links Affiliate and partner links Internal Linking Link bait Strategy Social Media Optimisation Presence in Facebook Microblogging Video Marketing Social Bookmarking
- 9. Implementation Role Clarity Overcoming technology barriers Managing the Approval process Applying your findings from SEO audit and proposed SEO plan to the website in question.
- 10. Benchmarking Internal – Pre and post optimisation. Industry – Benchmarking service from Google Analytics. International - how your conversion rate compares to the competition, how your PPC performance stacks up.
- 11. Review & Reporting What are you measuring? Consistently measuring the same metrics Results from Alpha-Beta testing Celebrating wins Re-defining SEO goals
- 12. Costly Mistakes Misplaced Expectations
- 13. Costly Mistakes In-congruent teams
- 14. Costly Mistakes Self-Proclaimed Gurus
- 15. Costly Mistakes Turf battles
- 16. Pillars of success 20 – 80 Rule SEO Champions Skill Sets Milestones & KPIs Knowledgebase (WIKIS)
- 17. Q & A Arrow Internet Marketing www.searchenginerankings.com.au
Editor's Notes
- #2: Thankyou . Thankyou veruy much Michalel. Good aftertoon. I am Jasmine and welcome to an abridged version of Mangaing an in-house SEOI was speaking to you one of you today, who is sitting in the