peter leshaw's #pubcon prezo: from dashboard to success and leveraging 3rd parties with your...
DESCRIPTION
From 2011 Las Vegas Pubcon. Tuesday 11/8/2011 Session D: In-House Team Building and Training.TRANSCRIPT
““From DashboardFrom Dashboard To Success and To Success and Leveraging 3Leveraging 3rdrd Parties with Your Parties with Your
In-House SEO Team "In-House SEO Team "
In-House SEO Team Building and TrainingPubcon Las Vegas 2011
Presented By:
Peter LeshawPeter LeshawIn-House SEO Team Builder and Interactive Strategist
Blue Interactive Agency
@peterleshawLinkedin.com/in/peterleshaw
Who’s the Cpt. Of the In-House SEO Team?
Internet Marketer o 13 years experience. LinkedIn.com/in/PeterLeshaw
Core Competency: Internet Lead Generation viao Search Engine Optimizationo Paid Search, PPCo Web / Content Generationo Email Marketingo Affiliate Marketingo Reputation Managemento Social Media Marketingo Webmaster Outreach (Link Building)
Goals as an In-House SEO are to always perform!o Get "the suits" on your sideo Increase ROI
Why You Should Build a "Dashboard" to Report ROI of SEO?
Creating a "dashboard" which tracks and reports all metrics which are relevant to ROI from each online marketing channel including SEO, can help you get "corporate" on your side.
• In-House SEO, like most SEM efforts, are performance driven initiatives.
• It may take longer to recognize success from SEO but measuring it in short term increments can enlighten you to see daily trends.
• Ability to make "snap" SEO decisions to keep up with competitors and market trends are very important to long term success. As long as you can make educated choices.
@peterleshawLinkedin.com/in/peterleshaw
Analytics Page
• Organic Search Metricso Search Engines
Total Referrals Total Keywords
• Paid Search Metricso Total Clickso Total Conversionso Total Spendo CTRo Cost Per Lead
(CPA)
@peterleshawLinkedin.com/in/peterleshaw
Call Metrics Page
• Total Phone Callso Interneto Yellow Pageso Local o Sales Teamo Other Call Sources
• Total Chat Sessionso Internet
Paid Organic Micro-Sites Other
Leads & Conversion Page
• Interneto Paido Organico Localo Affiliateso Etc
• Non Internet Leadso Yellow Pageso Partnershipso Local Marketers
@peterleshawLinkedin.com/in/peterleshaw
Demographic Conversion Page
• Conversions byo Stateo Gendero Marital Statuso Other
• Identified our target demographics on Facebook and other social networks
• Able to identify short term trends to keep momentum trending upwards
• Determine where market-share is being lost and able to identify where to invest.
Building The In-House SEO Team• Webmaster
o Experienced HTML, Java, PHP developero Manages All Web mastering, coding, design.
• Copy Writero Knowledge of Industryo Press Releaseso Sales & Marketing Copy o a little SEO or Direct Marketing can't hurt
• SEO Specialisto In charge of Keyword Inventory / Sandboxo Report on all Web Traffic Analytics and Trends, benchmarkingo Go to person for keyword research and suggestions.o Outlines and assigns all metas, descriptions, linkso Outreach, link builder. Copy Writer's Pimp.
• Social Media Manager o Manages all Status updates & discussionso Monitors comments & social mentionso Writes Daily Blog Posts
Optional Hires•Pay Per Click Specialist*•Project Manager*•Graphic Designer
Services That Can Complement Your In-House SEO Team (When to Outsource)
Third Party Applications
o Call Tracking WhosCalling VoiceStar
o Direct Response Website Alive LivePerson
o Conversion Analysis LiveBall by Ion Crazy Egg
o Affiliate Management ShareASale ClickShare
Consultants
o Usability
o Media Buying & Planning
o PPC Maintenance
o Training / Team Building
Lead Generation
o Staffing
Data Aggregation
o Webmaster Outreach
o Creativeo Multimedia o Video Production
What To Look Out For When Hiring A Consultant: Complements not
Supplements•Make certain that the consultant has the same understanding and approach to SEO as your team. (Best Practices Approach)
•No Stepping On Toes!
•Comfortable in the roll as Consultant.
•Not Too Opportunistic
•Understands the Chain of Command and Commutation Protocols
@peterleshawLinkedin.com/in/peterleshaw
Conclusion • A successful In-House SEO Team is one
that has the “backing” of corporate and which can be graded in short term over long term results.
• A successful dashboard is one that provides the metrics necessary to make day to day business and marketing decisions.
• Outsourcing is a key to success. Great for team building. Improves workflow.
Thank YouThank You
Follow me, I’m Follow me, I’m @PeterLeshaw@PeterLeshaw on Twitter on Twitter
Connect with me on Connect with me on Linkedin.com/In/Peterleshaw
I can help build you an In-House SEO Team I can help build you an In-House SEO Team powered by performance driven ROI. powered by performance driven ROI.
Checkout Blue Interactive Agency .comBlue Interactive Agency .com