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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