brian-mcdowell-austin2016-v2

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Establishing the Sustained Center of

ExcellencePresented by:

Brian McDowell, President SERP Strategies

@Brian_McDowell @SERP

#pubcon

Brian McDowell, PresidentSERP StrategiesEnterprise Search Marketing Consultant

www.SERPstrategies.comLinkedin.com/in/mcdowell

@Brian_McDowell@SERP

-Web Marketing Since 1997-SEO Focus Since 2006-Built SEO Channel at Red Ventures-Established Conductor Consulting Services

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#Pubcon @Brian_McDowell @SERPwww.SERPstrategies.com

Sustained SEO Career Path in 10 Steps1. Shark Tank Mentality2. Attribution Modeling3. Audit Account Credentials4. Build a channel P&L (Budget is your starting

capital)5. Continued Keyword Discovery6. Technical Site Audit (Autonomous User)7. Collateral Publishing Calendar (Human User)8. Reporting Platforms and RFPs9. Team Expansion10.Continued Education

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1: Have a Shark Tank Mentality

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Shark Tank Mentality


1. SHARK TANK MENTALITY

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http://techcrunch.com/2014/02/21/women-outnumber-men-for-the-first-time-in-berkeleys-intro-to-computer-science-course/

TECHNOLOGY

MARKETING

MENWOMEN

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EngineeringWeb Devel-

opment E-Commerce PPC

SEO SEM Marketing Web Analytics

Public Re-lations Web Design Content Social Media

Gender Distribution by FieldData extracted from https://moz.com/blog/2015-online-marketing-industry-survey


https://moz.com/blog/2015-online-marketing-industry-survey

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2: Understand Your Attribution Model


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Attribution Modeling

http://www.forbes.com/sites/forbesinsights/2014/12/02/cross-channel-attribution/#280bda433741

SEO

Typical Customer Purchase Journey$#Pubcon @Brian_McDowell @SERP

www.SERPstrategies.com

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ATTR

IBU

TIO

N P

RO T

IP


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Attribution Modeling


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3: Audit Account Credentials


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PRO TIP: CHECK ROOT DIRECTORY FOR ANY VALIDATION FILES


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4: Build a Channel P&L


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Your P&L Helps With Budget RequestsDATA

Are you at the beginning stage of proving ROI? What data do you need for your reporting and how is it currently collected and served?

EDUCATIONDo you have the people in place but lack the “Know How” to execute? Invest in Knowledge.

PEOPLEDo you have the team needed to grow your organization? Where are your gaps in execution and how much will those gaps cost to fill?

Image Source: Third Door Mediahttp://blogs.position2.com/enterprise-seo-platforms-in-2015


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5: Continuous Keyword Discovery


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6: Conduct a Technical Site Audit


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FOCUS ON THE USER FIRST!

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DO NOT NEGLECT THE AUTONOMOUS USER!

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bit.ly/audit-checklist

PPC – 21Video – 32Business Strategy – 15Social – 20Design – 12Branding – 18

Keywords – 11Analytics – 38Ecommerce – 11Mobile – 10International – 12Semantic Markup – 6

Indexing – 32Accessibility – 42Architecture – 15Links – 27On Page – 17Content – 26


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Complete audit of architecture and assets XENU


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Complete audit of architecture and assets


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Audit Your Backlinks• Process your 404 report• Guest blog / content• Advocate building• Article Syndication & Press Releases• Directory Submission• Forum Signatures• Infographics• Viral Marketing• Paid links• Sponsored Blog Reviews• Hosted Content• Sponsoring Events• Reciprocal Exchange• Social Media Profiles• Recover from expired domains• Shares, Likes, Mentions, Citations• Cannibalism• Get noticed for what you do well


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7: Establish A Collateral Publishing Calendar


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Schedule All Content• Written• Video• Images• Interactive

Be on a constant look out for new distribution channels!

https://wordpress.org/plugins/editorial-calendar/


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8: Reporting Platforms and RFPs


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Baseline reporting and KPI for success

“Choosing the right partner means conducting a rigorous internal evaluation to determine your business priorities, needs, and goals.”

http://searchengineland.com/buyers-guides/enterprise-seo-tools-the-marketers-guide

• Consumer reports style comparisons• Understanding if a platform is right for

you• Top questions to ask vendors• Covers all functional areas of earned

media• Focus on modern tactics• Brief look at product roadmaps

“If you are considering licensing an SEO software tool, this report will help you decide whether or not you need to.”


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http://searchengineland.com/buyers-guides/enterprise-seo-tools-the-marketers-guide

PRO TIP:BUILD AN

RFP!

PRO TIP:BUILD AN

RFP!


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SERP RANKINGS


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Do you prefer to grow your own platform?

My Apache – MySQL - PHP


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Do you prefer to grow your own?https://www.geckoboard.com/

http://simonhedley.com/wp-content/uploads/geckoboard.png


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GECK

OBOA

RD I

NTEG

RATI

ONS

http

s://w

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m/in

tegr

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http://market.envato.com/#Pubcon @Brian_McDowell @SERP


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9: Pitch For Team Expansion


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• Time to hire• Average Salary• Vetting Process• Length of tenure• Cost to Develop Training• Average Investment During Tenure• Advancement Track (the revolving door)

PRO TIP: USE AGENCY PARTNERS TO PROVE ROI. FIRE FAST!


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Identify needs: Need People

http://www.conductor.com/blog/2015/03/seo-jobs-seo-salary-growth/#Pubcon @Brian_McDowell @SERP


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http://www.conductor.com/blog/2015/03/seo-jobs-seo-salary-growth/



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http://www.conductor.com/blog/2015/03/seo-jobs-seo-salary-growth/#Pubcon @Brian_McDowell @SERP


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10: Continued Education


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Establish an education planPROFESSIONAL DEVELOPMENT

"Continuing education within enterprise level corporations is of the utmost importance for SEO success. Working with different groups that include developers, product managers, and content writers, to name a few, the SEO expert must educate them on algorithmic changes that occur monthly and help convey which changes will have the largest impact on their enterprise SEO efforts.”

Keith Schilling - SEO Specialist, IBM / Co-Founder & Owner, Search Exchange / @KeithSchilling @IBM @SearchEx


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Identify needs: Need Education?continued education / networking

“The ‘big boys’ (Amazon, Google, Apple, etal) have so raised the bar-of-expectations, that just knowing the tried-and-true ‘best practice’ tactics and techniques is no longer good enough to compete. You need to know the leading and bleeding edge strategies to have a chance of succeeding on today's fast paced web. The only way to learn those strategies and techniques is to be plugged into a community of peers to use as an on-going education resource.”

Brett Tabke – CEO, Pubcon Inc / @BTabke @Pubcon


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THANK YOU!

Presented by:Brian McDowell, President SERP

Strategies@Brian_McDowell @SERP

brian-mcdowell-austin2016-v2

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