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I was asked to present a short presentation on the nature of Project Management in the SEO field. The audience was in-house marketers and my goal was to share some thoughts on working around and in some of the traditional complaints of the in-house SEO and digital marketers.
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Getting to Done: Strategies for in-house search Jeremiah Andrick | @JEREMIAH ON TWITTER
@JEREMIAH ON TWITTER
GOOD IDEAS WILL COME FROM MANY PLACES. THE QUESTION IS ARE YOU LOOKING FOR THEM?
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FROM CHAOS TO EXCELLENCE
AUDIT
• Understand the people • Understand the problems • Understand the purpose
PLAN
• Set measureable goals • Define the audience
(Search Personas) • Define your funnels • Build your plan
EXECUTE
• Work your plan • Report on your progress • Recognize progress
RINSE & REPEAT
• Measure the effects • Re-audit • Train and add governance
WORKING MODEL
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AUDIT MORE THAN THE WEBSITE
Map the political terrain • Who are the stakeholders • What are the sacred cows
• Who are the enemy’s of progress
Become an evangelist • Build a elevator pitch • Always bring data
• Be accountable, then hold people accountable.
Learn to identify stakeholder motivations & personalities • Identify personalities & plan to work with or
around them • Win them over
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• Know how to share what you find.
• Understand the technical challenges
• Make your audits repeatable
• Date your efforts to compare future audits
Review the Navigation
Review the homepage
DO THIS OVER AND OVER AGAIN
PREPERATION
SHARE AUDIT
THE SEO AUDIT An audit isn’t your plan; it is your source for the low hanging fruit you will use to win hearts and mind.
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AUDIT THE PAGES
Review the Architecture
Review Offpage Factors
Review Everything
AUDIT THE PURPOSE
• Understand the business goals! • Understand the risks that have
caused problems in the past. • There will be conflicting purposes
in most businesses understanding the conflicts is critical to future success.
• Work to measure the opportunity of the targets. Realistic goals that are measurable are critical.
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@JEREMIAH ON TWITTER
THE NATURAL BORN LEADER IS A MYTH. IT’S A PROCESS.
PROJECT MANAGEMENT IS NOT A DIRTY WORD
WHITE BELT Light Weight PM
BLUE BELT Command & Control
BLACK BELT Expertise & Ownership
PROJECT PLAN
• Scope the work • Schedule the work • Work the schedule
PROJECT PLAN
• Understand Resource Management
• Build repeatable processes • Handle risk
• Long Term Plan • Continuous Shipping process • Metrics deep dives –
understanding metrics and making data driven decisions
• Quarterly Business reviews – Report progress
PROJECT PLAN FROM MINIMAL PARTICIPATION TO COMPLETE OWNERSHIP
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You are responsible to get the job done: - SEO’s with skill know how to deliver results - Lead with authority or without, but lead - If there isn’t meaningful processes
RACISM
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EXECUTE AND EVANGELIZE
While executing… Make sure your work gets noticed. • Create governance plans • Build a knowledgebase • Build your skills, while you work.
• Review • Reflection • Repeat
• Share Data with anyone who will listen. • Be ready to have a POV
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THANK YOU FOR YOUR TIME!
JEREMIAH ANDRICK Digital Strategy & Customer Acquisition [email protected] (415) 894-0459 Twitter: @jeremiah www.linkedin.com/in/jandrick
@JEREMIAH ON TWITTER
