PubCon Live: In-House SEO

Nov 10, 2009 - 12:50 pm 0 by
Filed Under PubCon 2009

Below is live coverage of the In-House SEO from the PubCon 2009 conference.

This coverage is provided by Brian Ussery - Beu Blog.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

 In-House SEO(11/10/2009) 
Brian Ussery: 
Good morning from Las Vegas and welcome to Pubcon!
Tuesday November 10, 2009 10:22 Brian Ussery
Brian Ussery: 
In-House SEO

If you have a do-it-yourself attitude, then you're probably relying on your own skills for your site SEO. Our panelists are veteran in-house search engine optimizers, and will reveal the best tips, tools and techniques for doing SEO in house. Learn all about the challenges and complications that might arise and the best way to deal with them in order to meet your SEO goals.

Melanie Mitchell

Ash Nallawalla, Traffic Manager, Yellow Pages, Sensis Pty Ltd
Chris Hooley, Owner, MCP Media
Alex Bennert, In-house SEO, Wall Street Journal
Jessica L Bowman, Founder & President,
Tuesday November 10, 2009 10:23 Brian Ussery
Brian Ussery: 
Chirs is going over qualities to look for when building an SEO team in house.

He suggests looking for individuals who aren't big gun but who have the capacity to handle "trial by fire". Look for folks who can influence others and who know what they are talking about.
Tuesday November 10, 2009 10:25 Brian Ussery
Brian Ussery: 
He stresses content production, blogs, press releases or other weekly and says incentives are the best way to get action.
Tuesday November 10, 2009 10:27 Brian Ussery
Brian Ussery: 
He says don't micro-manage. Optimize your talent!
Tuesday November 10, 2009 10:28 Brian Ussery
Brian Ussery: 
Big takeaway is that all content is link opportunity!

Tuesday November 10, 2009 10:29 Brian Ussery
Brian Ussery: 
Up next Alex Bennert from WSJ...
Tuesday November 10, 2009 10:30 Brian Ussery
Brian Ussery: 
According to Alex, train often!
Tuesday November 10, 2009 10:31 Brian Ussery
Brian Ussery: 
Alex suggests breaking sessions on individual topics. She uses the same template but updates examples using in some cases their own work. Rule is to keep presos short.
Tuesday November 10, 2009 10:32 Brian Ussery
Brian Ussery: 
Alex suggests topics like Google Webmaster Tools and Sitemaps for IT.
Tuesday November 10, 2009 10:33 Brian Ussery
Brian Ussery: 
Alex says she talks about duplicate content a lot due to Journal's parameter issues prior to Google canonical tag. She also says she talks about redirects, crawl priority and so on...

When something comes up that nothing can be done about, Alex says yes this isn't optimal but we can impact this issue.
Tuesday November 10, 2009 10:36 Brian Ussery
Brian Ussery: 
When it comes to biz dev and marketing, Alex focuses on SEO value and link equity in additon to microsites and other topics.
Tuesday November 10, 2009 10:38 Brian Ussery
Brian Ussery: 
She talks with biz dev folks about leveraging existing sites to boost new properties.
Tuesday November 10, 2009 10:39 Brian Ussery
Brian Ussery: 
SEO for content development is an important issue for biz dev folks! Which I think it should be KEY!
Tuesday November 10, 2009 10:39 Brian Ussery
Brian Ussery: 
For feature writers, she teaches them how to use keyword tools for annual events.
Tuesday November 10, 2009 10:40 Brian Ussery
Brian Ussery: 
Reporters are unique in that they don't have time to do keyword research when stories are breaking. So... Alex says focus on headline
Tuesday November 10, 2009 10:43 Brian Ussery
Brian Ussery: 
Alex says industry changes and these sessions are when Alex gets to update team!
Tuesday November 10, 2009 10:45 Brian Ussery
Brian Ussery: 
Alex says don't try to know everything! She foucs on domestic but not mobile, ppc, international seo or social.....

Tuesday November 10, 2009 10:46 Brian Ussery
Brian Ussery: 
Next is Ash
Tuesday November 10, 2009 10:46 Brian Ussery
Brian Ussery: 
Alex has worked on 2000 sites in the past 7 years.
Tuesday November 10, 2009 10:47 Brian Ussery
Brian Ussery: 
Ash's company didn't offer SEO until two years ago but has shown it is well worth the investment...
Tuesday November 10, 2009 10:49 Brian Ussery
Brian Ussery: 
Ash says SEO is a long process and in some cases expensive...
Tuesday November 10, 2009 10:51 Brian Ussery
Brian Ussery: 
Think about budget for SEO in terms of hiring someone new... According to Ash, SEO may be pushed into the back in some cases but with the right internal processes SEO can produce major gains.
Tuesday November 10, 2009 10:52 Brian Ussery
Brian Ussery: 
Try to avoid conflict but in SEO it is going to find you, he says.
Tuesday November 10, 2009 10:53 Brian Ussery
Brian Ussery: 
For some sites, in house and out house SEO may be the best bet depending on marketing budget.
Tuesday November 10, 2009 10:54 Brian Ussery
Brian Ussery: 
Ash says, in AUS large companies are slow to adopt SEO but that trend is changing. For SEO to thrive, flat structures seem to work better in terms of management....
Tuesday November 10, 2009 10:55 Brian Ussery
Brian Ussery: 
Ash stresses technical skills and development knowledge. When hiring, he says focus on experience not academic creds or other....


The theme for this session seems to be the importance of experience, expertise and influence when it comes to SEO. These are important qualities to look for when hiring SEOs for in-house success.
Tuesday November 10, 2009 11:00 Brian Ussery



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