Looking to build the right set of SEO resources for your company? In this webinar, Jimmy Page and Wes Flippo of Inseev Interactive will share the clearest framework for establishing your ideal SEO resource stack. You will learn: - How to identify what you really need from your SEO team. - The 5-7 core skillsets needed to execute on SEO programs, and how to establish those competencies in different kinds of companies including yours. - The value of establishing dedicated and immovable SEO resources. - Different ways of configuring hybridized in-house and agency resource solutions. - Where waste and inefficiency are most common in SEO budgets. Executing successfully on SEO is a challenge for companies of all shapes and sizes. Building the right set of resources from day one is the most critical component for success. Should we hire more in-house staff? Maybe we need to add agency partners? Would it be best to enable our current team with software? Page and Flippo have observed and developed SEO teams for thousands of brands from startups to Fortune 500s. In this webinar, they will help bring a supplemental perspective on resource allocation as planning gets underway for 2021.

1. Optimize Your SEO Resource Stack:
Get What You Need, Get Rid of What You Don’t
Jimmy Page & Wes Flippo
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2. Wes Flippo, Vice President SEO
wflippo@inseev.com
https://www.linkedin.com/in/wesleyflippo/
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Jimmy Page, CEO and Founder
jpage@inseev.com
https://www.linkedin.com/in/jipage/

3. #SEJWebinar
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The Recipe for SEO Success in Mid-Market
and Enterprise Businesses

6. SEO is an Orchestrated Effort
Across Departments, Teams,
and Skillsets
The greatest challenge is not in knowing how to
optimize a website, it’s in getting the right
amounts of each of these facets to function
together at the right times
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Dedicated Resources are Critical
Strategists and channel owners need continuous access to the resources on this
bottom tier or processes break down
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SEO Strategy
The lead SEO strategist serves
as:
• The representative of the
channel’s performance to the
business
• The project planner and
manager or “orchestrator” of
all SEO execution
• The subject matter expert
Executives
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The Lead SEO Strategist Drives Annual Planning
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Monthly deep-dives and
strategic alignment.
Reconfigure the service mix
each month
Quarterly Business Reviews.
Executive presentations, recap
progress and future actions
Repeat the cycle annually,
beginning with the annual audit
and strategy formulation project

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Link Development
• Authority metrics still make up the backbone
of the algorithm
• Link acquisition for a large brand looks
different than link acquisition for a mid-
market business
• Linking strategy is derived from the Strategy
team, and communicated outwardly to
outsourced partners / internal teams
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Editorial Creative
• Content will continue to be an invaluable piece of the SEO mix
• The editorial team is made up of writers approaching topics with a journalistic perspective
• Content strategy is derived from the Strategist who understands the goals of the business
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Graphics & Rich Media
• Google increasingly rewards creative
media experiences because they produce
strong engagement signals
• Content must stand out in a world where
pages are produced in multitudes
• Strong collaboration between the SEO
strategy team, editorial creative and
graphics is critical
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UI / UX
• Overarching all web marketing is UI/UX
• The SEO team needs someone to
represent the traffic upside of certain
UI/UX strategies versus other needs for
UI/UX
• Google increasingly understands quality of
experience
• All page types can rank better with strong
UI/UX
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Web Development
• The web development team is
responsible for implementing changes
driven by the SEO Strategist’s
roadmap, designed by the UI/UX
team’s guidance, and approved by e-
comm or site experience managers
• Failing to consistently clear this chain
of resources is one of the biggest
hindrances to success
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Analytics & Technology
• The Analytics & Technology team
powers the insight engine for the
SEO strategy team
• SEO technology advancements
power A/B testing, crawlability, and
automation
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Hypothetical SEO Needs Over Time
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
SEO Strategy Editorial Content Link Development Graphics & Rich Media UI/UX Web Development Analytics & Technology

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The Spectrum of Ways to Get it Done
SOFTWARE COST
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Annual Levels of SEO Investment
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If You Have Under $150,000 per Year to
Dedicate to Organic Search ….
• Minimizing Overhead is Critical
• It is rarely wise to spend 50% or more of your
budget on a fulltime Lead SEO Strategist- smart
to fractionalize
• Resources should be focused as much as
possible on creating site assets and authority to
impact rankings
• Outsourced options are key
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If You Have $150,000-500,000 Year to Dedicate
to Organic Search ….
• Hybridized solutions with a strong
in-house SEO Strategist (or two),
managing specialized agency
services start to look really attractive
• Resource allocation must be
carefully assessed to determined if
a dedicated team is feasible-
flexibility is also key at this level, so
having dedicated resources can
limit agility
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If You Have $500,000+ per Year to Dedicate to
Organic Search ….
• I hope you’re pretty experienced
• May want to look hard at efficiencies of
bringing outsourced work in-house
• Still likely need some level of outsourcing to
manage bandwidth spikes
• A vast array of options are open to you
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Poll Question: How Much Does Your
Company Invest in SEO Annually
• $0
• Less than $150,000
• $150,000-$500,000
• $500,000+
• Doesn’t apply to me
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Poll Question: On a Scale of 1-5 How Well
Allocated is That Investment?
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How Do I Know What I Actually Need?
Every situation is unique- what works for one business won’t work for another.
Consulting with an expert can help choose the right areas to work with a partner,
keep it internal, or focus budget elsewhere.
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26. #SEJWebinar
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