Today and tomorrow I will be covering some of the sessions from the Search & Social Spring Summit based in Tampa, Florida. The coverage is more "note" type as opposed to live blogging format. Here is coverage of the In-House SEO : Tactics for Managing Multiple Sites & Headaches session with Jessica Bowman of SEOinhouse.com, Tony Adam of Myspace! & Kathryn Katz of Consolidated Credit moderated by Loren Baker.
SEO Process - Research - SEO strategy - Present Changes - Code Changes - Changes Go Live - Revise
Most of in-house SEO time is spent in the second half of this process. Why?
- SEO goes against the organization's status quo - SEO adds to development timelines - SEO gets perception of sticking their nose in people's business - Developers don't like SEOs telling them what they should do
But over time people will listen to you for 3 - 6 months and then they stop listening again. This is the honeymoon phase, when people listen to you - but then it ends for two or so years. Ultimately, you hit a point where you are part of the process as a de facto.
In-House SEO Does All Day: - Sell SEO, why you need SEO to be done - Review documentation - Process Changes - Copyediting - Analytics
Vendor Management Process - Accessing - Engaging - Managing - Evaluating
Picking a Vendor: - Trust via past experience, social networking, word of mouth - Expertise via industry visibility, 1st consultation, and perceived value - Wrapping via presentation, professional references and awards/certificates
Evaluate Performance: - Relationship - Delivery - Quality
Create an SEO Roadmap - Phase One: Blockers -> Quick Wins -> High Priority - Phase Two: Long term, high priority, initiatives - Phase 3, 4, 5: Not major priority, nice to have, not necessary
Limited resources? - Develop "Go To Market Strategies" - Spec out new products and features in wire frames - Create Content Strategy - Be rounded sales and marketing person (biz dev for link building) - Create social media marketing strategy - Do blogger outreach, PR job
Goals: - Links - Traffic - Social Media - Subscribers - etc