enterprise seo strategies and the art of resource alignment

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Enterprise SEO Strategies and the Art of Resource Alignment

Enterprise SEO Strategies and the Art of Resource Alignment In-House Team Building

Building Your Very Own A-TeamA.K.A.

Who Am I?Keith L. GoodeChief SEO Evangelist

10+ years in SEOIn-house and Enterprise SEOHomeAwayBDXSpareFootDell

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 theyve happenedPhoto credit: John Mayer https://flic.kr/p/agXNvA

Why is this a Bad Approach?Lost revenueLost time Lost opportunityEmployee frustrationPlus

Googles Rate of Change Accelerating

141516AI

In SEO, George Harrison is WrongAnd if you dont know where youre going,any road will take you therePhoto credit: Gullherme Tavares https://flic.kr/p/4G1NZR

Enterprise SEO Maturity ModelTaking Control of Your Search Experience

Enterprise SEO Maturity Model

02

Goal: Increase Traffic and RevenueStrategy: Expand Reach Build better content, increase target keywordsIntermediate Strategy

03

Goal: Increase New Client AcquisitionStrategy: Introduce Brand to new users earlier in the buying cycleMature Strategy

01

Goal: Improve Rankings for Core KeywordsStrategy: Fix tech issues, Optimize Content, Build LinksBasic Strategy

Search Experience Framework

UsabilityIs your site fast, responsive, engaging, shareable, crawlable, and indexable?Usability01

RelevanceRelevanceYou establish relevance with great content that inspires, educates, informs, and entertains.02

AuthorityEarned links, company online reputation, article references, citations, co-citations, etc.Authority03

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Search Experience RoadmapArchitecture IssuesIndexing IssuesAudience and Market Size evaluation (Topic development)Audience segmentation (Topic management)Content MappingContent OptimizationLinks (External, Internal & Social)

Usability

Relevance

Authority

Usability

Relevance

Authority

18

The Challenge as Enterprises Mature

Whats Beyond?

Users come to my site first for what they needUsers stay on my siteUsers convert

Challenge: How do I become a replacement for Google?

4

Basic to Mature

Users start at the SERPsUsers stay on my siteUsers convert

Challenge: Dependent on external entities, algorithms and experiences

1-3

Enterprise SEO Maturity Model

04030201

Goal: Be the starting point and end point for a users search and purchase cycleStrategy: Build a search experience relevant to any device or location that serves the users need. OR build a brand new way to search. Google Replacement Strategy

Goal: Increase Traffic and RevenueStrategy: Expand Reach Build better content, increase target keywordsIntermediate Strategy

Goal: Increase New Client AcquisitionStrategy: Introduce Brand to new users earlier in the buying cycleMature Strategy

Goal: Improve Rankings for Core KeywordsStrategy: Fix tech issues, Optimize Content, Build LinksBasic Strategy

Google ReplacementWhere can I find a plumber I can trust?

Examples:YelpAngies List

Photo credit: Eli Duke https://flic.kr/p/5FhBnn

Google ReplacementI want to listen to Japanese rock.

Examples: iTunesSpotify

Photo credit: Me

Google ReplacementIm looking for Plant attacks cat video.

Example:YouTube

Photo credit: Vladimir Pustovit https://flic.kr/p/qbac9i

Ultimate Google Replacement

From Vision to Activities

Staffing Your SEO StrategyAgencies, Consultants, Contractors, Freelancers, or FTE?

Pros

Cons01FTE ProsSubject matter expertiseA greater sense of teamAdditional time to do work doesnt cost more (if salaried)Personal investment in success and brand

02FTE Cons30+% additional in benefits & insurance (USA)Discipline and coaching effortsCareer direction advisementPTO and Sick time

Search Industry Survey

Mostly Individual Contributors or SEO Managers

Search Industry Survey

Companies are hiring!!!

Average Salaries in SEO

SEO 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

Business intelligence / analyticsMarketing copy / writingUsing industry point solutions and/or platformsProduct or project managementCoding

Search Industry Survey

Willingness to learn new skillsAbility to learn new skillsAbility to be self-directed and self-motivatedEffective interpersonal skillsEffective writing skills

Supplementing in-house team members with agencies, consultants and contractors

Pros

Cons01Agency ProsEstablished experience in SEOGenerally have a well-tested approachDiverse set of skills built in

02Agency ConsRetainers can be expensiveLocked in to contractsNo subject matter expertise in your company, products or servicesTime to work on project limited to contract

Average Monthly Retainer

Average US retainer is between $500 and $5000 USD per monthSource: Moz SEO Pricing: 600+ Agencies Share Costs of Services & Pricing Models, January 3rd, 2012

Average Per-Project CostAverage 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 RateAverage US hourly rate is between $76 and $200 USD per hourSource: Moz SEO Pricing: 600+ Agencies Share Costs of Services & Pricing Models, January 3rd, 2012

Assumptions and Uses

Shared WorkloadShort-Term AssignmentsMigrationsProblem MitigationGrunt Work

43

Other SynergiesLong-Term On-Going Advisement Aid in Planning and StrategyAdditional PerspectivesSocial ProofPhoto credit: The White House https://flic.kr/p/7ok1oi

Blended Approach to SEOIn-House TeamSpecialists, BI, Manager, DirectorTake care of the day-to-day analysis, stakeholder meetings, on-going review, training, reportingContractorsTemp-to-Hire, Short-Term HelpShort-term projects, grunt work, way-station for potential FTE.AgencyIncluding Agencies and ConsultantsLong-term advisement, strategy and planning, quarter/annual site reviews, competitive analysis

Key TakeawaysRecognize that more effort wont fix a lack of a strategyAnswer, 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