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Peter Leshaw (@peterleshaw)

MDTMarketing.com: Higher Education Marketing

Team SEO:Building A World Class Agency or In-House SEO

Department

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Internet Marketer o 17+ years experience.   LinkedIn.com/in/PeterLeshaw

Core Competency: Internet Lead Generation viao SEO, SEM, Email, ALL other Digital Marketing Channels

Goals as an In-House SEO are to always perform!o Get "the suits" on your sideo  Increase ROIo Provide as much Physical Evidence as possible

Current Position:o Director of Internet Marketing @ MDT Marketingo Focus on Higher Education Marketingo Digital Lead Generation

Peter Leshaw, In-House Team Builder and Strategist

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SEO: The “Bottom Line”1.Robust / Optimized Site2.User and Mobile – Friendly3.Social Awareness (Likes, Shares, and

Follows)4.Accurate Local Citations and Business

Listings

1.UNIQUE-QUALITY CONTENT2.EARNED BACKLINKS from Authority Sites

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Today we will be covering the following:

• Big Company SEO• SEO Metrics• Build SEO into the Company

• Hiring SEO Talent

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Big Company SEO

• Website Development– Robust Content Management System

•User Rights and Management of Property

•Compatible on ALL platforms:– Desktop, Mobile, and Tablet Computers

•Crawl-ability– How efficient can Google bot index pages– Navigation is also key here!

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SEO Metrics• Monitor Analytics (Search Engine Traffic)– Visitors – Keywords Driving Traffic– “Fresh” Backlinks

• Monitor Performance of Content– New Pages Published– Links Earned, Shared, or Liked

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SEO Metrics; continued• Monitor Your Team’s SEO Efforts– Time Spent Optimizing Website– Time Spent Creating Content (if in-

house)– Time Spent on “Webmaster Outreach”• Consider Creating a Custom “Dashboard”– Link to API’s

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Build SEO into the CompanyImplement everything mentioned in the previous slides AND …

•Know How To Hire Talent•Grow the Team

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Process For Hiring SEO Talent• Define Role Description• List Key Performance Indicators– 6-8 KPI’s

• Draft at least 60 questions• Advertise Job Opportunity• Phone Screen• Interview

“This is the only book on hiring that blends the research on levels of work with the discipline of behavioral interviewing. Every role has a level of decision making, a level of problem solving.”

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Process For Hiring SEO Talent

• Understand the Role and what type of “Thinker” is needed– Forward Thinking

• Understand What “Mindset” makes the right candidate– Thinkers

• 1 Day to 1 Week – Day to Day Strategies – Task Manager• 1 Month to 3-6 Months – Short Term Success - Strategists• 1 Year to 3 years – Longer Term Problem Solver - Directors• 3 Years Plus – “Visionaries” – Management Team

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Process For Interviewing SEO Talent

• The Interview Process Should Focus on Specifics

• If You Don’t Get Specifics…Move On• Stay Away From Generalists

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Grading Your Team

• Ask yourself…– Are goals being met?– Are there new ideas being introduced?

•Strategies•Vendors•Client Success Stories

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Thank You!Peter Leshaw, Director of Internet Marketing

Peter@MDTmarketing.com954-764-2630Twitter.com/PeterLeshaw