Enterprise SEO Strategies and the Art of Resource Alignment
In-House Team Building
Building Your Very Own A-Team
A.K.A.
Who Am I?Keith L. Goode
Chief SEO Evangelist
10+ years in SEO In-house and Enterprise SEO
HomeAwayBDX
SpareFootDell
Is Brett Tabke Psychic?
Going Back to In-House
SEO Enterprise StrategiesFrom Ad-Hoc to Beyond Google
Types of Enterprise SEO Strategies• Ad-hoc “Strategy”• Enterprise SEO Maturity Model• Beyond Google?
What does an ad-hoc SEO Strategy look like?
ReactionaryTraffic LossesRank ChangesLost ConversionsPenaltiesAlgorithm Changes
Photo credit: Taro the Shiba Inu https://flic.kr/p/bk9coA
SEO is likely …Run in a siloA post-event effortAddresses problems after they’ve happened
Photo credit: John Mayer https://flic.kr/p/agXNvA
Why is this a Bad Approach?Lost revenueLost time Lost opportunityEmployee frustrationPlus…
Google’s Rate of Change Accelerating
14
15
16
AI
In SEO, George Harrison is Wrong
“And if you don’t know where you’re going,
any road will take you there”
Photo credit: Gullherme Tavares https://flic.kr/p/4G1NZR
Enterprise SEO Maturity Model
Taking Control of Your Search Experience
Enterprise SEO Maturity Model
02Goal: Increase Traffic and RevenueStrategy: Expand Reach – Build better content, increase target keywords
Intermediate Strategy
03Goal: Increase New Client AcquisitionStrategy: Introduce Brand to new users earlier in the buying cycle
Mature Strategy
01Goal: Improve Rankings for Core KeywordsStrategy: Fix tech issues, Optimize Content, Build Links
Basic Strategy
Search Experience Framework
Usability
Is your site fast, responsive, engaging, shareable, crawlable, and indexable?
Usability 01
Relevance
RelevanceYou establish relevance with great content that inspires, educates, informs, and entertains.
02
AuthorityEarned links, company online reputation, article references, citations, co-citations, etc.Authority
03
Search Experience Roadmap1. Architecture Issues2. Indexing Issues3. Audience and Market Size evaluation (Topic
development)4. Audience segmentation (Topic management)5. Content Mapping6. Content Optimization7. Links (External, Internal & Social)
Usability
Relevance
Authority
Usability
Relevance
Authority
The Challenge as Enterprises Mature
What’s Beyond?
• Users come to my site first for what they need
• Users stay on my site
• Users convert
Challenge: How do I become a replacement for Google?
4
Basic to Mature
• Users start at the SERPs
• Users stay on my site
• Users convert
Challenge: Dependent on external entities, algorithms and experiences
1-3
Enterprise SEO Maturity Model
04
03
02
01
Goal: Be the starting point and end point for a user’s search and purchase cycleStrategy: Build a search experience relevant to any device or location that serves the user’s need. OR build a brand new way to search.
Google Replacement Strategy
Goal: Increase Traffic and RevenueStrategy: Expand Reach – Build better content, increase target keywords
Intermediate Strategy
Goal: Increase New Client AcquisitionStrategy: Introduce Brand to new users earlier in the buying cycle
Mature Strategy
Goal: Improve Rankings for Core KeywordsStrategy: Fix tech issues, Optimize Content, Build Links
Basic Strategy
Google ReplacementWhere can I find a plumber I can trust?
Examples:YelpAngie’s List
Photo credit: Eli Duke https://flic.kr/p/5FhBnn
Google ReplacementI want to listen to Japanese rock.
Examples: iTunesSpotify
Photo credit: Me
Google ReplacementI’m looking for “Plant attacks cat” video.
Example:YouTube
Photo credit: Vladimir Pustovit https://flic.kr/p/qbac9i
Ultimate Google Replacement
From Vision to ActivitiesActivities
Tactics
Strategy
Goals
Vision
Staffing Your SEO StrategyAgencies, Consultants, Contractors, Freelancers, or FTE?
Pros
Cons
01 FTE Pros• Subject matter expertise• A greater sense of team• Additional time to do work doesn’t cost
more (if salaried)• Personal investment in success and brand
02 FTE Cons• 30+% additional in benefits & insurance
(USA)• Discipline and coaching efforts• Career direction advisement• PTO and Sick time
Search Industry Survey
Mostly Individual Contributors or SEO
Managers
Search Industry Survey
Companies are hiring!!!
Average Salaries in SEOSEO Specialist
Sr. SEO Specialist
*Based on US data from Indeed (http://www.indeed.com/salaries)
SEO Manager
Marketing Director
Now add 20% - 33% per employee for …
Health insurance contributionsMatching 401(k)BonusesEquipmentEtc., etc., etc.
Search Industry Survey
#1 comment in Other was that companies are
paying for continuing education and allowing it
to be OTJ.
What are some challenges to hiring in-house team members?
Search Industry Survey
#1 and #2 issues have been either a lack of SEO knowledge or experience
What are the qualities that in-house teams are looking for in candidates?
Search Industry Survey
1.Business intelligence / analytics
2.Marketing copy / writing
3.Using industry point solutions and/or platforms
4.Product or project management
5.Coding
Search Industry Survey
1.Willingness to learn new skills
2.Ability to learn new skills
3.Ability to be self-directed and self-motivated
4.Effective interpersonal skills
5.Effective writing skills
Supplementing in-house team members with agencies, consultants and contractors
Pros
Cons
01 Agency Pros• Established experience in SEO
• Generally have a well-tested approach• Diverse set of skills built in
02 Agency Cons• Retainers can be expensive
• Locked in to contracts• No subject matter expertise in your
company, products or services• Time to work on project limited to contract
Average Monthly Retainer
Average US retainer is between $500 and $5000 USD per month
Source: Moz “SEO Pricing: 600+ Agencies Share Costs of Services & Pricing Models,” January 3rd, 2012
Average Per-Project Cost
Average US project-based contract is between $1001 and $7500 USD**Search Engine Watch says up to $30,000 USD here.
Source: Moz “SEO Pricing: 600+ Agencies Share Costs of Services & Pricing Models,” January 3rd, 2012
Average Hourly Rate
Average US hourly rate is between $76 and $200 USD per hour
Source: Moz “SEO Pricing: 600+ Agencies Share Costs of Services & Pricing Models,” January 3rd, 2012
Assumptions and UsesShared WorkloadShort-Term
AssignmentsMigrationsProblem
MitigationGrunt Work
Other Synergies
Long-Term On-Going Advisement Aid in Planning and Strategy
Additional PerspectivesSocial Proof
Photo credit: The White House https://flic.kr/p/7ok1oi
Blended Approach to SEOIn-House TeamSpecialists, BI, Manager, Director
Take care of the day-to-day analysis, stakeholder meetings, on-going review, training, reporting
ContractorsTemp-to-Hire, Short-Term Help
Short-term projects, grunt work, way-station for potential FTE.
AgencyIncluding Agencies and Consultants
Long-term advisement, strategy and planning, quarter/annual site reviews, competitive analysis
Key TakeawaysRecognize that more effort won’t fix a lack of a strategy
Answer, “What is my vision?” Build from therePlug in to the Search Experience FrameworkWeigh the costs and benefits and build your team accordingly
Thank you!Connect with me at @keithgoode
