No matter what you are marketing, there are essential tools and approaches to creating a successful SEO inside an organization.
Ruth Burr, Senior Manager, Search Marketing, GameHouse.com, shares her take on moving forward with SEO in 2012. Learn the one tool you need, creating successful and efficient audits, and working successfully between divisions within your company.
1. Pubcon 2011 takeaways
- We are moving away from the idea of exact match key words and are looking towards natural language and semantics terms
2. Be successful, spend time communicating
- One benefit of being in-house is the ability to go deep into research and data
- The Human Element: 40% of time should be spent doing outreach in the company knowing people know what you are doing and why, in terms of SEO
3. Brown bag training, get them involved
- Training is all about lunch or happy hour. Draw people in. It won’t be boring and there will be food.
- Brown-bag with entire teams where you can pick out people who ask questions and respond. You can cultivate and train these people.
- Focus on function and role to target your inside champions.
4. The SEO tool of the moment
- ClueApp- Freeware designed to help develop UI. Creates a URL for a test group. They have 10 seconds to write down everything they can remember about the page.
5. SEO Audits
- It is important for any SEO project to have a list of things you want to do.
- You will always have things you keep coming back to, but never get to do
- An audit should be done every 6 months to 1 year. Do a top-level look once per quarter
- It helps to have fresh eyes taking a look to help you pick out things you overlook
- Have someone who doesn’t know the industry to help you look at it from an outside perspective
6. Get your priorities straight
- Get the technical ops team looped in from the beginning to understand what it takes to get things done
- Know what is possible
- Pitch a realistic budget on time and resources to management
- See what you can squeeze into existing projects instead of doing the work all over again
7. Don’t miss the mark. Successfully communicate with executives
- Number one place SEOs miss the mark is they don’t talk to executives
- Keep SEO top of mind and let them know they can come to you with questions
- Execs are so busy and forget about you if they aren’t looking, so get them to look at you and remember you
- Show them the money! Share your results and show you are championing them
- Strengthen your bonds with your SEO “Secret Agents” and praise them to their bosses.
8. 2012 Advice
- Strong editorial and content calendar is a must-have
- Generate new quality and deep content throughout the year
- Create useful, shareable, deep content in your website
9. Advice for the new SEO
- Check in with people. Make a point to find out what people are working on
- Don’t become complacent.
- Be innovating with new tools and tricks