This document contains information from an SEO training or presentation by Rob Bertholf. It includes discussions of SEO goals like growing organic revenue, improving search experience, and increasing topical authority. It also outlines SEO disciplines, roles and responsibilities, and recommendations for SEO workflow and communication including sprint planning and periodic reporting. The document provides an overview of fundamental SEO strategies and best practices.

1. @Rob Bertholf
SEO Team Management
& Reporting__
@Rob on...

2. @Rob Bertholf
WiFi Access
Login:
________
Password:
________

3. @Rob Bertholf
@Rob
HELLOmy name is

4. @Rob Bertholf
@Rob’s Experience

5. @Rob Bertholf
@Rob’s Geek Cred
@Rob
WordPress
Plugin
Developer
<>
#IRC Operator
@Zeppo
Former
Board of
Directors
Information Management
Staff Sergeant
US Air Force
Software as a Service
Architect / Growth Hacker
CC Creative
Commons
Contributor
Wikipedia
Editor
PATENT APPLICATION
#US20060294199
Systems &
Methods for a
Standard Web
Platform

6. @Rob Bertholf
Search Engine Optimization Expert
Google Search Engine Optimization Expert
@Rob Bertholf | Search Engine Optimization Expert
rob.bertholf.com
Hi, I’m @Rob on Twitter. California guy living in
Honolulu, Hawaii the last 10 years. I teach at
University of Hawaii’s PNM program and I am
passionate about Development, Social Marketing
Strategy, Web Analytics & Conversion optimization.
Search engine optimization - Wikipedia
en.wikipedia.org/wiki/Search_engine_optimization
About 22,500,000 Results

7. @Rob Bertholf
Get Social! #UHPNM
Pacific New Media
@pacificnewmedia
Follow @PacificNewMedia
Excited to speak at #Clarity15
on #SEO #KPI’s & Reporting!
Rob Bertholf
@Rob
Follow @Rob
Excited to speak at #UHPNM
on #SEO & #ContentMarketing!

8. @Rob Bertholf
Introductions
:)
HELLOyour name is
1) Name
2) Industry
3) Takeaway

9. @Rob Bertholf
What are our
SEO Goals?

10. @Rob Bertholf
1. Grow Organic Revenue
2. Improve Search Experience
3. Increase Topical Authority
4. Improve Reputation in SERP
5. Advance critical thinking and
technical skills to become better
“Content Marketers”

11. @Rob Bertholf
1. Grow Organic Revenue
● Increase Domain Authority
● Improve Page Authority of High-Value Pages
● Target Qualified Queries
● Improve Organic Search Rankings
● Increase CTR

12. @Rob Bertholf
2. Improve Search Experience
● More engaging meta titles and description
● Leverage Schema for enhanced visibility
● More effort on maintaining ZERO crawl errors
● Match visitor intent to appropriate content

13. @Rob Bertholf
3. Increase Topical Authority
● Continue to generate quality content for all
product pages
● More product curation content to build
expertise
● Introduce lifestyle content to build brand affinity

14. @Rob Bertholf
4. Improve Reputation Perception in SERPs
● Lock down first page in Search Engines for
branded queries with managed assets
● Cross distribute reviews across review sites
● Faster response time with Social Media
responses
● Listening & outreach initiatives to uncover
conversations

15. @Rob Bertholf
5. Training & Repositioning
● Reposition and socialize team as Content
Marketers vs old terminology “SEO”s
● Internal Training
● Cross Training
● Socialize & Demystify Activity/Initiatives

16. @Rob Bertholf
SEO =
Tech + Marketing

17. Content Strategy
Content Infrastructure
Content Architecture
Content Production
Content Validation
Content Analysis
Content Marketing
SEO

18. Content Strategy
Content Infrastructure
Content Architecture
Content Production
Content Validation
Content Analysis
Content Marketing
Technology MarketingSEO

19. Content Strategy
Content Infrastructure
Content Architecture
Content Production
Content Validation
Content Analysis
Content Marketing
Technology MarketingShared

20. @Rob Bertholf
Recommended
approach to SEO
& guiding principles

21. @Rob Bertholf
Always Learning
(Stay current, let go of
what we think we know.
read-test-implement)

22. @Rob Bertholf
Work Smarter
(Leverage automation &
streamlined processes
for efficiencies)

23. @Rob Bertholf
Make Data
Backed
Decisions

24. @Rob Bertholf
Profit Oriented
(What business objective
does this action drive?)

25. @Rob Bertholf
Remove the
“Voodoo”
to contribute to a more
informed organization.

26. @Rob Bertholf
Workflow &
Communication

27. @Rob Bertholf
SEO Disciplines
● Self Evaluation
● Career pathing employees

28. @Rob Bertholf
SEO Roles & Responsibilities
SRACI Guide:
● S - Supports (The person who assists as needed)
● R - Responsible (The person who is assigned to do the work)
● A - Accountable (The person who makes the final decision and has ultimate ownership)
● C - Consults (The person who must be consulted before a decision or action is taken)
● I - Informed (The person who must be informed that a decision or action has been made)

29. SEO Wiki

30. @Rob Bertholf
Tactical Protocol Templates

31. ● Grooming
● Backlog
● Sprint “Themes”

32. Team Member Boards

33. @Rob Bertholf
Sprint Planning by Theme (SEO Team)
Daily Standup (SEO & Copy Team)
Weekly Team Meeting (SEO Team)
Weekly KPI Reporting (Executives)
Period Newsletter (Company)
Sprint & Communication

34. @Rob Bertholf
Recap __

35. @Rob Bertholf
Questions?

36. @Rob Bertholf
Thank you!
@rob
rob@bertholf.com

37. @Rob Bertholf
What were your thoughts?
Please tweet:
“Just finished #SEO fundamentals course with
@Rob. It was _________”