PowerPoint Presentation

Small Thinking in a Big OrganisationHow using a start up approach can work as the perfect SEO strategyIm currently the Director of SEO of Expedia EMEAWho is Jose TruchadoBut apart from that: Im an entrepreneur, Executive coach and Myers Briggs practitioner

Ive spent most of my life building projects and mentoring people, which means that I have a great curiosity in understanding peoples behavior off-line and on-line.

Small ThinkingIn aBig OrganisationHow going against the companys culture worked well for our SEO3Think outside the boxCompanies want you to :4Little room for innovationBut their well established processes are so complex that there is5Happeninginside the boxAnd everything ends up 6Start-up strategyTheSuccessful start-ups have in common their capacity to adapt their product to the market needs almost instantaneously7ChangeThe challenges ofOnline marketing require constant changes in strategies, constant adaptation to the new resources available and flexibility to adapt to new circumstances8Knowing my teamChallenge 19

I have the best team in the worldMyers BriggsToolsThe Myers-Briggs Type Indicator is an instrument designed to evaluate people and provide descriptive profiles of their personality types. It's the most popular and widely used personality-assessment tool of its kind in the world, being administered annually to individuals, including to employees of most Fortune 500 companies11Know your team!2341Guardians: OscarProject Management & Risk assessmentArtisans: RonanDesign & BuildRationals:Jose, David, Roberto, FelixFacts & Fi, guresIdealists: AnnaIdeas, VisionBy knowing my team members skills and preferences I was able to distribute tasks more efficiently

David Keirseys TemperamentsTeam Structure & HeadcountStructure that allows us to achieve scalabilityHaving the correct permanent in-house team is pivotal to the success of the campaign. A team that not only knows the product well but also knows the customer that will consume the product. This team defines the strategy that needs to be followedContent writers, designers, project managers all form part of the SEO team that work in ad-hoc projectsSocial Influencers, local experts and local copywriters that are part of the local marketWhether its about distributing the content to relevant media outlets or developing companies for ad-hoc projects they all play a big role in the success of the SEO campaignIn-house Team ResponsibilitiesThe processesChallenge 2Download link here: http://www.flickr.com/photos/cubagallery/3540475536/sizes/o/in/photostream/14The lean start-up approachBe more innovativeFlexibility to build, measure and learnSpeed in implementationBe reactive to the markets needs

Our start-up way of workingWe created a new step in the usual processIn order to be able to adapt to the constant changes in our strategy we had to circumvent several hurdles created but the companys culture and legacy of stiff processes that didnt allow us to react in time.Working in SilosChallenge 317When KPIs are defined so departments focus on their own objectives without looking at whats going on outside their own projectsKPIsWe we are so focused in the ROI of our own projects without looking at the big picture, and how what we do might affect the other areas of the companyROIWell established processes hinder spontaneity and the capacity to react in a timely manner to the markets needs. It also creates interdepartmental barriersProcessPeople who spend significant time in a single department or division often develop loyalty to their immediate group and distrust in the motives of others, even if they are in the same organisationLoyaltySilosThe words that createvisionOrganizational silos don't just appear spontaneously. They're created by a mix of mindset, culture, and process factors that many associations share.Working in silos make any cross-platform ideas too far fetched as they involve far too many stakeholders to get off the groundOpportunities are missed when information is not shared or its lost in processesPeople in teams cant be developed to their full potential if they are limited in things they can do within a content marketing strategySEO, PPC, Social Media, Email, PR what do they mean other than marketing initiatives for brand positioning and customer acquisition.0504030201passioncreativeWorking as a Silo, why shouldn't we?An efficient team believes in the power of strategic design thinking coupled with hands on execution and is not limited by structures or processesThink of overlapping actions as opportunities for efficient initiatives: i.e. Blogger outreach helps both PR and SEO19PR is looking at brand expansion and is trying to locate and collaborate with influencers that will advocate for the brand, in order to do so PR is organising activities with a selected group of bloggers that is getting some attention from the media. SEO is trying to cover a niche in the market for which they have created a new set of optimised landing pages. They are doing bloggers outreach as part of their link building initiatives. One of the things they are offering bloggers is a new and very interesting infographicPPC team is looking at expanding their campaign and improve their efficiency, for which they need to find a niche and create a set of well optimised landing pages.Email Marketing team is looking for new interesting content that can be included in the newsletters, something that is not the same old deals list, something that engages the consumer into getting used to opening the newsletter and interacting with it.PRContacts BloggersSEO is doing blogger outreachPPC Needs new landing pagesEmail needs interesting contentWho needs who in the processSaving on time and effortBreaking the rulesChallenge 421The rules that we brokeAnd we got into trouble for this

Maximise ROIScallabilityBranding GuidelinesBecause as SEOs we are creating content for users and not for machines, scalability principles cant always be appliedScallabilityAs SEO we had to try new content and optimisation techniques without proving their ROI first.Maximise ROIBrand guidelines tend to be very strict and may clash with SEO on-page optimisation techniquesBranding GuidelinesA pre-imposed structure and the lack of flexibility for hiring temporary workforce may hinder the creativity and execution of projectsTeam StructureTeam StructureOverachievingThe power of23PeopleWe are focusing on creating content for Not for robots! An approach that is not scalable but allows us to be closer to our audience24For the London Olympics we collaborated with PR, Email Marketing and PPC to produce a series of videos about attractive places in LondonThe videos where subtitled in 9 different languages and although in some countries were more successful than others they resulted in an average of 10 30 links from media outlets per videoLondon VideosConcept:Date:2012Tourist VideosLondon VideosCost:$400Clients:9 different Expedia POSServices:Link BuildingPREmail Content

http://www.youtube.com/watch?v=p2BJqbmk5DwWhat my team & I have achievedExpedia UKs has increased its exposure in SE by 766%Expedia.co.ukSource: SEMRush.comWas it worth it?... Yes!http://about.me/truchado

Twitter: TruchadoSEO

Email: jose@truchado.com

LinkedIn: http://uk.linkedin.com/in/josetruchado/

Instagram: joetru

Linkdex SEO Now 2014:http://www.linkdex.com/resources/r/seo-now-2014-ebook/

State of Digital:http://www.stateofdigital.com/digital-marketing-teams/

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