managing in-house teams to create successful seo initiatives
DESCRIPTION
PubCon Las Vegas 2008TRANSCRIPT
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Intro
Allison Fabella– SEO Manager @ The Atlanta Journal-Constitution– Direct all strategic & tactical SEO for:
• The AJC; AccessAtlanta; AJCHomefinder; AJCCars; AJCClassifieds; EveningEdge.…
The Atlanta Journal-Constitution• Largest newspaper in the southeast• Top ten regional newspapers in the country• > 3.5 million unique visitors per week
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orchestrating seoManaging In-House teams to
Create Successful SEO Initiatives
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Program
1. SEO: Middle-Management Level• The four “sections”• how they fit in with your seo plan
2. Four Common Scenarios• Challenges/Solutions for seo & four
“sections”
3. Achieving SEO Harmony• Actionable recommendations for creating
seo synergy within your organization
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The Four sections
1. the Product Manager
2. the Developer
3. the Designer
4. the Content Producer
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The Product Manager
Your first & last defense
– they approve each phase of project so…
– Must be made aware of benefits of seo and…
…The consequences of ignoring it
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Scenario #1The Product manager forgets to invite you to
project kick-off meeting
Solutions
• Remind them that their project will yield more traffic if their seo Is baked-in during the planning phase
•Show example of a successful project in which SEO was considered right from the kick-off & backup with data
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The DeveloperMake it or break it
– They create the backbone of your seo
– can directly impact traffic positively…
….Or negatively
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Scenario #2 The developer builds all page links in
JavaScript
Solutions• DON’T tell them to tear it all down & start over!!!
• Explain how the page could lose traffic & suggest that a supplemental HTML links can prevent that from happening
• Show an example of a solution-- Helps illustrate what you mean-- Proves it can be done
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The Designer
Your Content begins here
– Mutual opportunities– Design creates opportunities for seo and…
…seo creates opportunities for their pages to be viewed
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Scenario #3 The designer mocks up a page made entirely of
images …. no text
Solutions
• Tell them how fabulous the page looks!
• Express concern that people might not see their page due to search engines’ limitations with images
• Ask what kind of solution they can think of
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The Content Producer
The bridge between engines & users
– Their content influences
1. search engine behavior2. Human behavior
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Scenario #4 The content producer writes a story about britney
spears slipping on the ice entitled “ouch!”
Solutions
• Google “ouch” and ask the producer if this is where they want their story to appear in the serps. Then…
• Google “spears, slips, ice” and ask the same question
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Achieving SEO Harmony
Establish Your Credibility• Make a quickie change and show results• critical if you’re new to the organization
Document successes• Theirs - not yours• emphasize how SEO benefits THEM not you
Be Omnipresent• locate your SEO @ intersection of dev, design & content, if possible• Weekly update meetings w/ the four “sections”
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Achieving SEO Harmony
Goals & accountability• Attach “success” to their productivity
Check Lists• Each “section” gets tailored checklist + 101• Build seo into life cycle checklists
Training• turn everyone in your organization an SEO especially
the four “sections”
Compromise• “Well, what can be done?”
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In Conclusion
Seo at the middle management level is about…
Leadership
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Thank You!
Allison FabellaThe Atlanta Journal-Constitution