adtech sf 2012 search new frontiers in paid and organic search by jonathon colman
TRANSCRIPT
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From an Army of 1 toTrue Organic Agility
Jonathon ColmanIn-House SEO for REI
Twitter @jcolman
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PLAY THE LONG GAME
BUILD A FOUNDATION
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Be generous, cultivate relationships
Source: flickr.com/photos/doug88888/2953428679/
• Be pro-active in meeting teams and external partners
• Get a sense of their goals and “pain-points”
• What are they trying to achieve? What impediments stand in their way?
• Do lots of favors without expecting quick returns
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Know your numbers
Source: flickr.com/photos/mervynchua/5441109097/
• Become familiar with baselines, forecasting, and performance for programs beyond your own
• Use your data to tell the story of how – at some level – everyone supports SEO
• Quantify this and start gaining acceptance for targets, goals, and annual reviews
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Find (or make) your champions
Source: flickr.com/photos/robbie1/9002112/
• Find your A-Team players at the grassroots level and enable them with tools, tips, and reporting
• Find your peers in management and build alliances by making them look good via your program’s traffic
• Persuade leaders with high-ROI growth projections
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TRUST DRIVES SUCCESS
BUILD ACCOUNTABILITY
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Make it measurable
Source: flickr.com/photos/jordanjames/287489527/
• Be a business case Jedi – measure out incremental gains for each effort
• Show your partners how they’re growing the business without increasing advertising budget
• Think “Big Tent” about organic search to get more allies: IA, UX, Ops, Performance, etc.
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Break down the silos
Source: flickr.com/photos/demolitioncontractor/2035319766/
• Create shared goals between teams to encourage partnership, efficiency, and accountability
• Begin focusing on cross-team test efforts rather than waiting for perfect solutions
• Reward intrapreneurship, incentivize learning from failures
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Focus on quick wins and have fun
Source: flickr.com/photos/bagels/2774976682/
• “Shrink the change” by going after small, simple projects first
• As confidence grows and results add up, challenge teams with new tests, larger chunks
• Don’t strive to be perfect – just be good enough
• Err on the side of generosity, stay focused on the long view
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PLANNING < DOING
BUILD AGILITY
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“Assemble” cross-functional teams
Source: filmofilia.com/wp-content/uploads/2012/02/The_Avengers.jpg
• Build teams around customer experiences, include UX designers, IAs, front/back-end devs, and SEO
• Teams are self-managed, commit to highest priority work items at regular intervals, hold themselves accountable
• Your new job? Removing all impediments.
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Maximize actual work, not “work”
Source: flickr.com/photos/roxocubes/5786665820/
• Only three meetings are allowed: planning, the daily stand-up, and retrospective
• Team co-located together with an emphasis on face-to-face interactions
• Progress measured in experiences launched
• SEO consults, does analysis/reporting, creates work items for backlog
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Maintain a bias toward action
Source: flickr.com/photos/westedmontonlocal/5537074645/
• Team members’ progress is not stopped for politics, turf wars, disagreements, pet projects, special events, or other impediments
• Team does not produce extensive documentation or other peripheral artifacts
• Always be shipping.
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“Don’t hate, iterate!”
Source: flickr.com/photos/congvo/301678287/
• Each sprint’s goal is not perfection, but instead to deliver iterative value to customers
• Get something wrong? Get negative customer feedback? Iterate.
• Large or complex projects may last several sprints; projects like site performance are always in play as new features are added to the site
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ACHIEVE ASPIRATIONAL GOALS
BUILD SUCCESS
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Organic productivity increase
45Peak number of organic search
technical infrastructure iterations shipped via Agile in a single year.
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Page load time improvement
-1.5 sNumber of seconds per page load that
we saved our customers in 2011 through iterative Agile performance
optimizations.
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Aggregate web performance boost
22Total number of years that we saved
our customers in 2011.
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Duplicate content reduction
-98 %Overall decrease in duplicate content
due to Agile iterations on rel=canonical and rel=prev/next pagination <link>s
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Organic share of total traffic
+10 %Organic search traffic grew its share of all incoming traffic by this amount due to Agile optimizations even as budgets
increased for other programs.
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Non-brand organic traffic growth
+50 %Growth rate in non-branded organic traffic once Agile project work was
shipped to REI.com and iterated upon.
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Aggregate organic traffic growth
+96 %Overall growth rate of organic search
traffic during the two-year switch from waterfall development to Agile.
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LEARN MORE
BUILD KNOWLEDGE
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Get started with Agile Marketing
• Principles behind the Agile Manifesto
• Agile Marketing For Conversion Optimization
• Sex and the Agile Marketer
• Agile Marketing
• Marketing Experts on Agile Marketing
• Agile Marketing, the New Black
• What the F**k is Agile Marketing?
• Agile for Marketing
• Rise of the Marketing Technologist
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Source: artwallpapers.biz/vintage/Keep-Calm-and-Carry-On-Wallpaper/imagepages/image1.htm
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Source: artwallpapers.biz/vintage/Keep-Calm-and-Carry-On-Wallpaper/imagepages/image1.htm
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Source: flickr.com/photos/blackbeltjones/3365682994/
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Many thanks!
Jonathon ColmanIn-House SEO for REIHome: about.me/jcolman
Twitter: @jcolman
E-mail: [email protected]