agile seo - optimizing in real-time - bolo 2012
Post on 19-Oct-2014
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DESCRIPTION
My presentation on "Agile SEO" given at the BOLO 2012 conference in Scottsdale, AZ. The presentation discusses how to apply agile methodology to SEO and marketing more broadly to help agencies and brands be more fluid & responsive in optimizing their assets. Image credit and resource links are given within the slide and appendix where appropriate.TRANSCRIPT
AGILE SEOOptimizing in Real-Time
Nick RoshonSr. SEO Strategist, iCrossing@nickroshon
A TALE OF TWO PAGES
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The typical lifespan of a post…
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Social-only vs. SEO-only vs. Both
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SOCIAL
SEO
BOTH
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ATTENTION IS SCARCE
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1,000,000,000,000Web pages indexed by Google
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42,000,000Facebook Pages
* Pages with more than 10 likes; as of March 31, 2012
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Active Blogs
181,000,000
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OWN IT
BUY IT
EARN IT
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SOCIAL NEEDS SEARCH
Blog post with social visibility
Blog post with search visibility
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SEARCH NEEDS SOCIAL
INBOUND LINKS
BREADTH, DEPTH & FRESHNESS
SOCIAL SIGNALS
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SEO + Social Together
12Photo credit: http://www.petgeekery.com/tag/cuddling/
AGILE SEO(what are we even talking about?)
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What is Agile?
14Source: http://www.geekherocomic.com/2009/02/21/agile-development-explained/
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What is Agile?
Bringing everyone togetherAn iterative approach
Short cycle timesShowing instead of tellingObjective measurement
Frequent, open communicationMinimal bureaucracy
15Source: http://searchengineland.com/agile-marketing-for-conversion-optimization-37902
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It’s all about speed and responsiveness, without sacrificing coordination or quality
16Source: http://searchengineland.com/agile-marketing-for-conversion-optimization-37902
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So what does this
have to do with SEO?
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SEO is three things
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Keywords & Copy
(copywriters)
Technical Stuff
(developers)
Magic & Luck
(PR & outreach)
PROCESSES performed by PEOPLE
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FRAMEWORK FOR AGILE SEO(How YOU and YOUR CLIENTS can implement)
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Agile SEO is not this…
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COPY TECH PR SEO
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Agile SEO is this…
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SEO
COPY
TECH
OUTREACH
ANALYTICS
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Agile SEO – Avoiding waterfalls
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Source: http://www.commonplaces.com/inspiring-conversation/team-posts/agile-vs-waterfall-how-approach-your-web-development-project
@nickroshon | #BOLO
Agile SEO - Timing & Priority
Organize in short sprints
– Include SEO in each sprint
– Keep each sprint focused on S.M.A.R.T. goals
– Create “Epic” stories with bigger picture goal, user stories with various steps to achieve the Epic
– User stories focus on users
– Strong project management helps
– Avoid “waterfall” project style
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Agile SEO - Goals
Guiding principles of Agile include:
– Focus on USERS first
– Create transparency, collaboration, accountability
– Avoid meetings, siloing, wasted time
– Keep shipping – smaller increments but constant output of work
24Photo credit: http://www.wordstream.com/blog/ws/2012/10/01/agile-marketing-guide
PROCESSES FOR AGILE SEO (or any kind of SEO, for that matter)
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Technical Stuff
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Technical Stuff
(developers)
Agile SEO for Web Development
• SEO requirements for each sprint
• SEO as part of QA for new launches
• SEO training for web team• SEO analysis for each page
template• Accountable for SEO friendly
design• SEO as part of developers job
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Example: Agile SEO in Web Dev
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Audit new pages for: H1 tags Social Sharing
Buttons Microformats No text in images Body text placeholder Breadcrumbs Internal links Site Nav. Elements Loading Speed
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ContentCreators
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Agile SEO for Content Creators
• SEO as part of content brainstorming
• SEO as part of content calendar• SEO performed before content is
published• SEO as part of content QA
process• Accountable for SEO-friendly
copy• SEO as part of copywriters job
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Keywords & Copy
(copywriters)
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Example: Agile SEO in Copy
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Keyword Presence in: Page Title Meta Description Image Name / Text 1st Paragraph Taglines / H2 Internal Links URL External Links
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PR &Marketing
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Magic & Luck
(PR & outreach)
Agile SEO for PR & Marketing
• Influencer outreach for new content
• Social media outreach for new content
• Internal outreach for new content & ideas
• Bridge builder between departments
• Accountable for SEO-friendly social
• SEO as part of marketing’s job
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Example: Agile SEO in PR
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Link to website/owned media in: Email Marketing Social Media Internal Emails Client/Partner Outreach Blog Posts Press Releases Videos Printed Media
ROADBLOCKS TO AGILE SEO (or any kind of SEO, for that matter)
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Roadblock 1: Bad for Users
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SEO is spam and
bad for users.
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SEO is GOOD for users
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• SEO helps users find what they’re looking for
• SEO ensures content speaks same language as customers
• SEO encourages efficient & accessible coding
• SEO emphasizes good user experience & creating like/link-worthy content
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Roadblock 2: No Time
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We don’t have time for SEO…
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You have time for MARKETING
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If you have time to proofrad copyAND <b>you have time to QA code</br>AND you have time to do marketingTHEN you have time to do (Agile, efficient) SEO
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Roadblock 3: SEO is unnecessary
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Search Engines can find content on their own – good content doesn’t need
“SEO”
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Poor logic is poor
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By that same logic, great products don’t need ANY marketing – consumers will simply find your products and buy them based on quality alone
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Roadblock 4: No budget
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We don’t have
money for this…
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SEO is a skillset, not a cost
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• Very little fixed cost involved with SEO (tools & reporting)
• SEO is part of items that DO have budget (copy, web dev., etc.)
• SEO is a highly efficient marketing channel
• SEO can be done for “free” with right people & processes in place
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THE BIG PICTURE
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SEO isn’t a step in the process, it’s part of EACH STEP in the
process
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Once taught and integrated, SEO pays for itself
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Search and Social Media is like1 + 1 = 3
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Optimization is mindset, Not a finite task
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What to do tomorrow
• Web Developers – add SEO to your development sprints
• Copywriters – add SEO into your proofreading/editorial process
• PR & Marketers – add SEO into your outreach
• SEOs – start integrating into the above
• Agency owners/directors – make this happen!
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@nickroshon | #BOLO
About Me / iCrossing
iCrossing, Inc.:• Owned by Hearst Corporation• 19 Offices Worldwide • 850 Professionals • 40+ Fortune 500 Clients• iCrossing.com
Nick Roshon:• Sr. SEO Strategist• Blogger / Race Car Driver• Tempe Resident• NickRoshon.com
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APPENDIX / ADDITIONAL WINS
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Quick Wins for Developers
1. Implement Facebook OGP Tags2. Add Social Sharing Buttons3. Make Page Speed Enhancements4. Optimize Page Templates5. Create Dynamic Titles & Meta Data6. Add Rel=canonical tags7. Upload XML Sitemaps8. Review Google & Bing Webmaster Tools9. Build SEO tools into your CMS (Keyword
Research, Title Tags, Microformats Markup, etc)
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@nickroshon | #BOLO
Quick Wins for Copywriters
1. Use AdWords Keyword Tool2. Article/Content Ideas:
1. Ubersuggest2. Soovle3. Topix4. Bottlenose5. Google Insights / Trends
3. Ensure keywords use in:1. Page Titles2. Meta Description3. Article Name/H1 Tag4. First Paragraph
53More Content Tools for SEO: http://marketingland.com/12-content-research-tools-you-should-be-using-21773
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Quick Wins for PR & Marketing
1. Influencer prospecting – Klout, Google, Blogs, Books
2. Influencer outreach – Google+, Twitter, Facebook Page Data
3. Social Sharing – use canonical URLs4. Internal Marketing – leverage employees
to help market important news/content5. Don’t neglect your blog!
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@nickroshon | #BOLO
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Additional Wins for All…
• Leveraged Paid Social + Paid Search to amplify content marketing & SEO
• Practice Social Reciprocation (give to receive)
• Algorithm-proof SEO – Always put users first!– Personas = great way to marry
SEO & user behavior• Utilize Google+ for improved
visibility (in Google)– Brand page– Authorship markup
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DISCLAIMER• All photos, charts & media are copywrite their respective owners –
credit was given where available/possible
• No celebrities are affiliated or have endorsed this presentation
• Please contact the author with any concerns over the fair use of media in this presentation: [email protected]
• Thank you!
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