operational seo - insights into running an seo department

HELLO!Ciao!

Bonjour!#ThinkTank

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OPERATIONAL SEO

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BRAND

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TOOLS

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TEAM / PEOPLE

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Digital merry-go-round

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Understand what talent is in the area

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Don’t always look specifically for those in

SEO

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Create recruitment relationships with local education authorities

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Provide a training/intern

programme

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HAVING THE RIGHT

STRUCTURE#ThinkTank

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Client

SEO

Flat structure

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Departmental ApproachClient

Consultant

OutreachTechnicalContent

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So we changed it, and fast!

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Team approach

Client

OutreachTechnicalContent OutreachTechnicalContent OutreachTechnicalContent

Client Client

Consultant ConsultantConsultant

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There is no correct structure for an SEO team. Just make sure that you choose the one that

works for you!

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PROCESS, TOOLS &

TEMPLATES#ThinkTank

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Use the same tools across all teams.

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Use the same processes across all teams…

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Research Data Capture Categorisation Keyword Testing

Keyword SelectionInput Output

But don’t stop staff challenging those

processes to make them better!

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Utilise templates

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• For common tasks

• Consistencies across

teams

• To be used as a guide

Time Optimisation

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Use tools, process & templates as guides, but allow your staff to challenge & develop them to

enhance projects.

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COMMUNICATION

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Use project management tools

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Use a tool that works best for you.

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Automate duplicate tasks

Client Facing Internal Use

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Provide a forum for discussion/feedback

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TEAM DEVELOPMENT

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Staying ahead of the curve!

80:20 week

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Up skill in all areas.

Employee

SEO

Analytics

Paid Media

Social Media

Content Strategy

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Conferences / Meet-up Attendance

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Give your team the power to create side projects

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Train people well enough so they can leave, treat them well enough so they don’t want to.

cc @richardbranson

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TO DELIVER MARKET

LEADING SEO#ThinkTank

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THE RIGHT TEAM

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A STRUCTURE THAT WORKS

FOR YOU!

A PROCESS THAT GUIDES AND DOESN’T

RESTRICT#ThinkTank

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GOOD COMMUNICATIO

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ABILITY TO CONTINUOUSLY

EVOLVE

Thank you.