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The Secrets of In-House SEO Teams
Linkdex CRO@gincollette
@gincolle)e
9yearscombined‘in-house’experience
Questions were themed: ✎ SEO representation @ C-Level ✎ Relationships & resource ✎ Prioritize workflow ✎ Monitoring Success ✎ Communication with the business ✎ What goes wrong
PlayingwiththeC-Suite
C-Suite Representation ü Newer, digital businesses built from the
ground-up have ‘all things digital’ represented well
ü SEO must be represented at Director level. CMO, Marketing Director or ideally Digital Director
ü C-Suite must recognize that SEO is an on-going requirement, not a project
“(we’re) building a new site, we asked for a quote with built SEO in, rather than as an after-thought.
That’s real progress”
Cri?calRela?onships
BFF’s ü Content & Engineering teams ü Communicate accordingly
“be a communication chameleon”
Communica?on
Communication ü Be clear about industry challenges ü Continually educate ü Experiments are a great way of engaging ü Transparency
“make yourself as available as possible. Even if the request is random, its an opportunity
for education”
Resource
Who does what? ü Outsource only commoditized & specialist
tasks ü Keep multi-skilled team to constantly cross-
skill ü Ensure right people are involved in the project
MonitoringSuccess
KPIs & Reporting ü Ensuring that the whole organization sees the
same reports ü Humanize reporting ü K.I.S.S.
“wherever possible speak, rather than bamboozle
with complicated reporting”
Priori?za?on
What to-do, today? ü Autonomy & freedom, in amongst clear team/
individual KPIs ü Learn patience, things can take a long time
“have a monthly meeting to focus on exactly what has been achieved”
Whatgoeswrong?
What goes wrong? ü Communication. The business has the same
goals, but lack of SEO understanding can mean that things can happen with SEO team knowledge
ü Recruiting & retaining the right people
“everything! But that’s ok, because then it gets fixed!”
• Communica?on,communica?on,communica?on• In-houseteamneedtooperateinaconsulta?venatureandmakethemselvesavailable
• Althoughthepercep?onofworkingforabrandorin-houseisthatitcanbeslow,actuallytheteamneedstobeflexibleandbeabletopivotandchangedirec?onasrequired
• In-houserolesprovidehugecareerbenefitdeepeningbusinessunderstanding
WhatdidIlearn
Thankyou