agile seo - optimizing in real-time - bolo 2012

AGILE SEOOptimizing in Real-Time

Nick RoshonSr. SEO Strategist, iCrossing@nickroshon

A TALE OF TWO PAGES

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The typical lifespan of a post…

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Social-only vs. SEO-only vs. Both

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SOCIAL

SEO

BOTH

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ATTENTION IS SCARCE

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1,000,000,000,000Web pages indexed by Google

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42,000,000Facebook Pages

* Pages with more than 10 likes; as of March 31, 2012

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Active Blogs

181,000,000

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OWN IT

BUY IT

EARN IT

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SOCIAL NEEDS SEARCH

Blog post with social visibility

Blog post with search visibility

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SEARCH NEEDS SOCIAL

INBOUND LINKS

BREADTH, DEPTH & FRESHNESS

SOCIAL SIGNALS

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SEO + Social Together

12Photo credit: http://www.petgeekery.com/tag/cuddling/

AGILE SEO(what are we even talking about?)

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What is Agile?

14Source: http://www.geekherocomic.com/2009/02/21/agile-development-explained/

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What is Agile?

Bringing everyone togetherAn iterative approach

Short cycle timesShowing instead of tellingObjective measurement

Frequent, open communicationMinimal bureaucracy

15Source: http://searchengineland.com/agile-marketing-for-conversion-optimization-37902

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It’s all about speed and responsiveness, without sacrificing coordination or quality

16Source: http://searchengineland.com/agile-marketing-for-conversion-optimization-37902

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So what does this

have to do with SEO?

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SEO is three things

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Keywords & Copy

(copywriters)

Technical Stuff

(developers)

Magic & Luck

(PR & outreach)

PROCESSES performed by PEOPLE

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FRAMEWORK FOR AGILE SEO(How YOU and YOUR CLIENTS can implement)

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Agile SEO is not this…

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COPY TECH PR SEO

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Agile SEO is this…

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SEO

COPY

TECH

OUTREACH

ANALYTICS

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Agile SEO – Avoiding waterfalls

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Source: http://www.commonplaces.com/inspiring-conversation/team-posts/agile-vs-waterfall-how-approach-your-web-development-project

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Agile SEO - Timing & Priority

Organize in short sprints

– Include SEO in each sprint

– Keep each sprint focused on S.M.A.R.T. goals

– Create “Epic” stories with bigger picture goal, user stories with various steps to achieve the Epic

– User stories focus on users

– Strong project management helps

– Avoid “waterfall” project style

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Agile SEO - Goals

Guiding principles of Agile include:

– Focus on USERS first

– Create transparency, collaboration, accountability

– Avoid meetings, siloing, wasted time

– Keep shipping – smaller increments but constant output of work

24Photo credit: http://www.wordstream.com/blog/ws/2012/10/01/agile-marketing-guide

PROCESSES FOR AGILE SEO (or any kind of SEO, for that matter)

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Technical Stuff

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Technical Stuff

(developers)

Agile SEO for Web Development

• SEO requirements for each sprint

• SEO as part of QA for new launches

• SEO training for web team• SEO analysis for each page

template• Accountable for SEO friendly

design• SEO as part of developers job

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Example: Agile SEO in Web Dev

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Audit new pages for: H1 tags Social Sharing

Buttons Microformats No text in images Body text placeholder Breadcrumbs Internal links Site Nav. Elements Loading Speed

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ContentCreators

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Agile SEO for Content Creators

• SEO as part of content brainstorming

• SEO as part of content calendar• SEO performed before content is

published• SEO as part of content QA

process• Accountable for SEO-friendly

copy• SEO as part of copywriters job

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Keywords & Copy

(copywriters)

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Example: Agile SEO in Copy

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Keyword Presence in: Page Title Meta Description Image Name / Text 1st Paragraph Taglines / H2 Internal Links URL External Links

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PR &Marketing

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Magic & Luck

(PR & outreach)

Agile SEO for PR & Marketing

• Influencer outreach for new content

• Social media outreach for new content

• Internal outreach for new content & ideas

• Bridge builder between departments

• Accountable for SEO-friendly social

• SEO as part of marketing’s job

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Example: Agile SEO in PR

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Link to website/owned media in: Email Marketing Social Media Internal Emails Client/Partner Outreach Blog Posts Press Releases Videos Printed Media

ROADBLOCKS TO AGILE SEO (or any kind of SEO, for that matter)

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Roadblock 1: Bad for Users

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SEO is spam and

bad for users.

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SEO is GOOD for users

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• SEO helps users find what they’re looking for

• SEO ensures content speaks same language as customers

• SEO encourages efficient & accessible coding

• SEO emphasizes good user experience & creating like/link-worthy content

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Roadblock 2: No Time

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We don’t have time for SEO…

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You have time for MARKETING

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If you have time to proofrad copyAND <b>you have time to QA code</br>AND you have time to do marketingTHEN you have time to do (Agile, efficient) SEO

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Roadblock 3: SEO is unnecessary

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Search Engines can find content on their own – good content doesn’t need

“SEO”

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Poor logic is poor

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By that same logic, great products don’t need ANY marketing – consumers will simply find your products and buy them based on quality alone

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Roadblock 4: No budget

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We don’t have

money for this…

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SEO is a skillset, not a cost

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• Very little fixed cost involved with SEO (tools & reporting)

• SEO is part of items that DO have budget (copy, web dev., etc.)

• SEO is a highly efficient marketing channel

• SEO can be done for “free” with right people & processes in place

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THE BIG PICTURE

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SEO isn’t a step in the process, it’s part of EACH STEP in the

process

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Once taught and integrated, SEO pays for itself

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Search and Social Media is like1 + 1 = 3

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Optimization is mindset, Not a finite task

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What to do tomorrow

• Web Developers – add SEO to your development sprints

• Copywriters – add SEO into your proofreading/editorial process

• PR & Marketers – add SEO into your outreach

• SEOs – start integrating into the above

• Agency owners/directors – make this happen!

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About Me / iCrossing

iCrossing, Inc.:• Owned by Hearst Corporation• 19 Offices Worldwide • 850 Professionals • 40+ Fortune 500 Clients• iCrossing.com

Nick Roshon:• Sr. SEO Strategist• Blogger / Race Car Driver• Tempe Resident• NickRoshon.com

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APPENDIX / ADDITIONAL WINS

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Quick Wins for Developers

1. Implement Facebook OGP Tags2. Add Social Sharing Buttons3. Make Page Speed Enhancements4. Optimize Page Templates5. Create Dynamic Titles & Meta Data6. Add Rel=canonical tags7. Upload XML Sitemaps8. Review Google & Bing Webmaster Tools9. Build SEO tools into your CMS (Keyword

Research, Title Tags, Microformats Markup, etc)

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Quick Wins for Copywriters

1. Use AdWords Keyword Tool2. Article/Content Ideas:

1. Ubersuggest2. Soovle3. Topix4. Bottlenose5. Google Insights / Trends

3. Ensure keywords use in:1. Page Titles2. Meta Description3. Article Name/H1 Tag4. First Paragraph

53More Content Tools for SEO: http://marketingland.com/12-content-research-tools-you-should-be-using-21773

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Quick Wins for PR & Marketing

1. Influencer prospecting – Klout, Google, Blogs, Books

2. Influencer outreach – Google+, Twitter, Facebook Page Data

3. Social Sharing – use canonical URLs4. Internal Marketing – leverage employees

to help market important news/content5. Don’t neglect your blog!

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Additional Wins for All…

• Leveraged Paid Social + Paid Search to amplify content marketing & SEO

• Practice Social Reciprocation (give to receive)

• Algorithm-proof SEO – Always put users first!– Personas = great way to marry

SEO & user behavior• Utilize Google+ for improved

visibility (in Google)– Brand page– Authorship markup

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DISCLAIMER• All photos, charts & media are copywrite their respective owners –

credit was given where available/possible

• No celebrities are affiliated or have endorsed this presentation

• Please contact the author with any concerns over the fair use of media in this presentation: nick.roshon@gmail.com

• Thank you!

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