in house seo - ses ny 2010
DESCRIPTION
This presentation covers In House SEO from the aspect of department building, recruiting, educating, and retaining.TRANSCRIPT
In House SEO
Presented by: Joe Laratro
President, Tandem Interactive
SES NY 2010
SEO Department Building
Tony Hsieh, Zappos.com CEO• Quote from Pubcon Keynote Speech “… If we are
choosing between two candidates, one is more qualified and one is a better fit for our corporate culture, we will choose the latter”
SEO Department Building – Option 1
• One SEO Person– Smaller Web Site– Required Skills
• SEO, PPC, Link Building, Social Media, HTML, Analytics, Communication
• Self Management, Fast Paced
– Bonus Skills• Design, Email, Rich Media
SEO Department Building – Option 2
• Online Marketing Team Leader– Skills: Project Management, Online Marketing
Experience, Communication, Reporting / Analytics
– Bonus Skills: SEO, PPC
• Content Writer – Creative Writing• Link Builder – Reporting / Analytics,
Research• PPC Manager – Excel, Analytics, Adwords
Editor, Yahoo Desktop, Adcenter Deskop
Recruiting Sources
• Local IMAs, AMAs, DMAs, SEMPO Chapters• LinkedIn Network• Craigslist• Monster.com• Professional Recruiters
– Aquent– Onward Search
Education Options – The Programs
• Bruce Clay• University of San Francisco• Market Motive• Full Sail University• SEMPO• The DMA
Education Options – In House Training
• Hire Consultants To Train Internal Teams– Quick Bow To Our Moderator– Train Teams On The Same Strategies– Address The Web Sites During Training (2 in
1)
Continuing Education
• Online Seminars• Conferences
– SES, Pubcon, SMX, BlogWorld, AffiliateSummit
• New Employee Training• Forums / Newsletters
– Mediapost, Search Engine Watch, WebmasterWorld
SEO Team Communication & Retention
• Communication Is Key– Promote Marketing & Technology Dept
Interaction– Track All Work For Reporting & Post Mortems
(Bugzilla)
• Retention– Vest Key Employees (Bonuses, Stock Options)– Invest In Ongoing Training / Industry
Participation – (Employment Contracts?)– If Your Employees Are Happy, Poaching Is Not An
Issue
Take Aways• Choose The Department Path – 1 Person or Team• Build The Right Team Starting At The Top• Invest in Education – Distance Learning, Formal
Classes, On Site Training• Communication – Set Realistic Goals, Have
Structured Reporting, Promote Marketing & Technology Harmony
• Retention – If They Keep The Register Ringing, Keep Your SEO Department Happy
• The Zappos Example – Find The Right People For Your Corporate Culture (Wall Street Type A vs. West Coast Laid Back)
Thank YouUniversity of San Francisco
Master Certificate in Internet Marketing
www.usanfranonline.com
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AT BOOTH 321
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