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: [email protected]
• Thank you!
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