In House SEO

Presented by: Joe Laratro

President, Tandem Interactive

SES NY 2010

SEO Department Building

Tony Hsieh, Zappos.com CEO• Quote from Pubcon Keynote Speech “… If we are

choosing between two candidates, one is more qualified and one is a better fit for our corporate culture, we will choose the latter”

SEO Department Building – Option 1

• One SEO Person– Smaller Web Site– Required Skills

• SEO, PPC, Link Building, Social Media, HTML, Analytics, Communication

• Self Management, Fast Paced

– Bonus Skills• Design, Email, Rich Media

SEO Department Building – Option 2

• Online Marketing Team Leader– Skills: Project Management, Online Marketing

Experience, Communication, Reporting / Analytics

– Bonus Skills: SEO, PPC

• Content Writer – Creative Writing• Link Builder – Reporting / Analytics,

Research• PPC Manager – Excel, Analytics, Adwords

Editor, Yahoo Desktop, Adcenter Deskop

Recruiting Sources

• Local IMAs, AMAs, DMAs, SEMPO Chapters• LinkedIn Network• Craigslist• Monster.com• Professional Recruiters

– Aquent– Onward Search

Education Options – The Programs

• Bruce Clay• University of San Francisco• Market Motive• Full Sail University• SEMPO• The DMA

Education Options – In House Training

• Hire Consultants To Train Internal Teams– Quick Bow To Our Moderator– Train Teams On The Same Strategies– Address The Web Sites During Training (2 in

1)

Continuing Education

• Online Seminars• Conferences

– SES, Pubcon, SMX, BlogWorld, AffiliateSummit

• New Employee Training• Forums / Newsletters

– Mediapost, Search Engine Watch, WebmasterWorld

SEO Team Communication & Retention

• Communication Is Key– Promote Marketing & Technology Dept

Interaction– Track All Work For Reporting & Post Mortems

(Bugzilla)

• Retention– Vest Key Employees (Bonuses, Stock Options)– Invest In Ongoing Training / Industry

Participation – (Employment Contracts?)– If Your Employees Are Happy, Poaching Is Not An

Issue

Take Aways• Choose The Department Path – 1 Person or Team• Build The Right Team Starting At The Top• Invest in Education – Distance Learning, Formal

Classes, On Site Training• Communication – Set Realistic Goals, Have

Structured Reporting, Promote Marketing & Technology Harmony

• Retention – If They Keep The Register Ringing, Keep Your SEO Department Happy

• The Zappos Example – Find The Right People For Your Corporate Culture (Wall Street Type A vs. West Coast Laid Back)

Thank YouUniversity of San Francisco

Master Certificate in Internet Marketing

www.usanfranonline.com

ENTER TO WIN A FREE COURSEVALUED AT UP TO $2,280

AT BOOTH 321

*Terms and conditions of raffle available upon request at booth 321