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-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