Global SEO Management, or How to Drop Weight Like a Stone
•
6 likes•996 views
Presentation given at Pubcon Las Vegas 2013, on Wednesday, October 23rd in the Global SEO Management panel by Keith L. Goode, SEO Technology Lead, Global Online, eDell. This presentation is a personal analogy between the mentality and practices behind Global SEO Management and those behind the process of losing over 100 lbs of weight.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (7)
Similar to Global SEO Management, or How to Drop Weight Like a Stone
Similar to Global SEO Management, or How to Drop Weight Like a Stone (20)
More from Keith Goode
More from Keith Goode (20)
Recently uploaded
Recently uploaded (20)
Global SEO Management, or How to Drop Weight Like a Stone
- 1. Global SEO Management, or How to Drop Weight Like a Stone Presented by: Keith L. Goode
- 2. Keith Goode • • Technical SEO Lead – Dell eDell Global Online Team Formerly with: • • • SpareFoot as Director of SEO Builders Digital Experience as SEM Manager HomeAway as SEO Copywriter and SEO Team Lead www.linkedin.com/in/keithlgoode twitter.com/keithgoode
- 3. Keith Goode Platform: • seoClarity Others: • MozBar • Open Site Explorer • Majestic SEO • Screaming Frog • Xenu Link Sleuth • GWT/BWT, etc., etc.
- 4. Limited Liability • The ideas and statements in this presentation do not necessarily reflect the opinions of Dell Inc. but are based on my personal experience in the SEO industry. • Repeat after me: “Keith is not Dell. “
- 5. Personal Analogy to Global SEO Management SHRINKING TO GROW
- 6. Keith Goode 3 • • • • • Years Ago 313 lbs. (142 kg) >38% body fat 54-inch waistline Total Cholesterol of 267 Back Pain • 2 bulging discs • Fused vertebrae & sacrum • Sleep Apnea
- 7. Keith Goode Today • 200 lbs. (90.72kg) (-113 lbs.) • 18% body fat (-20%) • 33-inch waistline (-21”) • Total Cholesterol of 162 (-105) • Back Pain • Managed • Sleep Apnea (Gone) • BP 110/70; HR 56 bpm
- 8. Weight Loss and Global SEO? • Both require: – – – – Fundamental shifts in your mindset Step changes to a variety of areas On-going measurement and analytics Nimbleness and a willingness to change regularly – Socialization and constant learning
- 10. Shifting Your Mindset Weight Loss • Health becomes a part of every decision – – – – Short- and long-term goals Food as fuel Cardio is not optional Weight training is not optional – Sleep is not optional – Learning is ongoing – Socialization
- 11. Shifting Your Mindset Marketer Content Strategist Global SEO Management Content Writer • Search is integrated into every function that touches the site SEO Educator Site Architect Social Media Project Mgmt. IT Director SEO Governance SEO Compliance Coder / Developer SME’s Public Relations Designers – – – – – – – Content Writers Social Media Architects Developers Project Managers Executives SME’s
- 12. Paul Bruemmer’s Guide to Building a Search Marketing Team – 2013
- 13. The Problem with Multi-Touch Content What You May See Content Strategist Analyst Develops content strategy to promote new products and services Reviews natural search volume, keywords that receive traffic, etc. SEO Analyst SEO Agency Provides keyword research, search volume estimates, and SEO recommendations. Provides infographics, guest posts on external blogs, blogger outreach, etc. Content Writer Social Media Researches product and integrates keywords into copy Promotes content via Facebook, Twitter, LinkedIn, etc.
- 14. The Problem with Multi-Touch Content What a Director or Business Owner Sees Content Strategist Develops content strategy to promote new products and services SEO Analyst Provides keyword research, search volume estimates, and SEO recommendations. $$$$ $$$$ Content Writer Researches product and integrates keywords into copy $$$$ $$$$ Analyst Reviews natural search volume, keywords that receive traffic, etc. $$$$ SEO Agency Provides infographics, guest posts on external blogs, blogger outreach, etc. $$$$Social Media Promotes content via Facebook, Twitter, LinkedIn, etc.
- 15. Shift From Limited SEOConcentration… IT/Dev Design SEO Marketing Content
- 16. …because as unlimited growth isn’t sustainable or cost-effective… IT/Dev Design Content Marketing Marketing SEO Content Design Design Content IT/Dev Marketing
- 17. … to an organization where SEO is everyone’s responsibility IT/Dev Design SEO Knowledge Base Marketing Content
- 18. Democratization of SEO • Education is Essential – Brown-bag Lunch & Learn Series – Establish a certification curriculum • Developers Track • Content Writing Track • Social Media Track • Analytics Track
- 19. Democratization of SEO • Provide On-Going Input – Site-wide Guidelines and Standards • Codify Best Practices • Reuse Industry Docs, if necessary – Search Governance • Project Planning and Scoping • Core Development Meetings • Require SEO sign-off on site deployments
- 21. Step Changes for Weight Loss • Eating – Seeing food as fuel – Planning meals – Eating more often, reducing meal size – Watching carb/fat/protein ratios • Being aware of the good and bad types of each – Learning Calories In/Calories Out Formula – Accommodating Cheat Meals (Sanity)
- 22. Step Changes for Weight Loss • Physical Activity – Start Slowly and work your way up – Cardio and Weight Training – Add incremental activity throughout the day – Play a sport – Not an “or” scenario
- 23. Step Changes for Global SEO • Architecture – – – – URL Structure Internationalization CMS Canonicals • Dev/Coding – Crawlable UI – Clean code – Fast-loading pages
- 24. Step Changes for Global SEO • Project Management – Involve SEO from start • Content – It should just be awesome. – Use the SEO fields properly • SMaC and PR – Engage and care about the user – Follow linking guidelines
- 26. Ongoing Measurement and Analytics • Know your numbers – Weight, body fat, cholesterol, BP, RHR, RMR • Track your calories – My Fitness Pal (free!) • Track your activity – Polar HRM – BodyMedia, Map My Run • Update regularly
- 27. Ongoing Measurement and Analytics • Know your numbers – Use internal BI resources – Use an SEO Platform • Track your efforts – Page/keyword-level – Conversion Rates • Identify Speed Bumps • Understand you impact to revenue – Fractional Attribution – Multiple Channels
- 28. NIMBLENESS
- 29. Build Nimbleness Into Your Plan • Simply Put: the Body Adjusts to Change – Change Again – Modify Your Routines – Increase Intensity of workouts – Increase or Decrease Caloric Intake* – Remove foods that might be derailing you *Per Nutritionist’s advice.
- 30. Build Nimbleness Into Your Plan • Change is the only constant in SEO – Don’t focus on what’s been lost – Focus on tools and tactics you can still use – Keep trying to build the best site EVER – Communicate industry changes to your peers
- 32. Socialization of Results • Share your successes – It’s okay to gloat. • Use BodySpace or something similar • Get feedback – On your form – On your diet
- 33. Socialization of Results • Weekly Updates – Metrics – Projects – Industry News • Executive Reporting – Revenue, Traffic, Successes – Self-preservation
- 35. Constant Learning • New Research – Food studies – Performance studies • Online Resources – YouTube • Proper form • Cooking videos – Pinterest – Facebook/G+ Pages
- 36. Constant Learning • Blogs – SearchEngineLand.com – Moz.com – Etc. • Forums – WebmasterWorld – Google Webmaster Forum • Conferences/Meetups
- 37. THANK YOU!
Editor's Notes
- Earlier this year, Paul Bruemmer suggested this traditional approach to growing your SEO organization. More site to optimize, add another SEO Analyst, another Paid Search Analyst, and assign a Social Media Analyst to the additional content.
- The problem is that each of these roles and the time that they spend touching each individual piece costs money. The more touches required, the more money it costs to execute and publish content that drives the revenue. To a director or a business owner who is trying to reduce operating expenditure, the goal will be (in the worst of times) to find what steps (i.e. people) can be cut while still maintaining content execution.
- The problem is that each of these roles and the time that they spend touching each individual piece costs money. The more touches required, the more money it costs to execute and publish content that drives the revenue. To a director or a business owner who is trying to reduce operating expenditure, the goal will be (in the worst of times) to find what steps (i.e. people) can be cut while still maintaining content execution.
- It’s really easy when you’re in a smaller organization to imagine that the key to dealing with larger sites and larger ecosystems involves building a larger Search organization
- And, to a degree, that’s true. But as you service more and more search needs in a larger and larger organization, you begin to realize that the unlimited growth strategy isn’t sustainable … from an operating expense standpoint and from a logistics standpoint.
- A more sustainable approach to growing Search in an organization is to evolve from a strictly operational organization into an organization acts as the hub of SEO knowledge and governance for the company.