![Page 1: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/1.jpg)
© 2013 SEOinhouse.com 1
@jessicabowman
![Page 2: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/2.jpg)
© 2013 SEOinhouse.com 2
@jessicabowman@jessicabowman
Non-SEO
Teams
![Page 3: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/3.jpg)
© 2013 SEOinhouse.com 3
@jessicabowman@jessicabowman
SEO wasn’t their job
![Page 4: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/4.jpg)
© 2013 SEOinhouse.com 4
@jessicabowman@jessicabowman
Thought someone else
was handling it
![Page 5: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/5.jpg)
© 2013 SEOinhouse.com 5
@jessicabowman@jessicabowman
Didn’t see there was a
SEO Strategy
![Page 6: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/6.jpg)
© 2013 SEOinhouse.com 6
@jessicabowman@jessicabowman
Lacked SEO Knowledge
![Page 7: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/7.jpg)
© 2013 SEOinhouse.com 7
@jessicabowman@jessicabowman
Or….
Had a bit of knowledge
and…
![Page 8: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/8.jpg)
© 2013 SEOinhouse.com 8
@jessicabowman@jessicabowman
Wondered what the SEO
team was doing
![Page 9: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/9.jpg)
© 2013 SEOinhouse.com 9
@jessicabowman@jessicabowman
Inconsistent in how they
work with the SEO Team
![Page 10: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/10.jpg)
© 2013 SEOinhouse.com 10
@jessicabowman@jessicabowman
Got inconsistent guidance
![Page 11: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/11.jpg)
© 2013 SEOinhouse.com 11
@jessicabowman@jessicabowman
Gave what we call
“Passive Pushback”
![Page 12: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/12.jpg)
© 2013 SEOinhouse.com 12
@jessicabowman@jessicabowman
Biggest Surprise….
![Page 13: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/13.jpg)
© 2013 SEOinhouse.com 13
@jessicabowman@jessicabowman
Management
![Page 14: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/14.jpg)
© 2013 SEOinhouse.com 14
@jessicabowman@jessicabowman
Saw that SEO basics were
not be applied
![Page 15: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/15.jpg)
© 2013 SEOinhouse.com 15
@jessicabowman@jessicabowman
Did not see the growth
expected
![Page 16: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/16.jpg)
© 2013 SEOinhouse.com 16
@jessicabowman@jessicabowman
Naturally….
Began to doubt the SEO
team
![Page 17: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/17.jpg)
© 2013 SEOinhouse.com 17
@jessicabowman@jessicabowman
Began prioritizing SEO
changes they thought
should be done
![Page 18: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/18.jpg)
© 2013 SEOinhouse.com 18
@jessicabowman@jessicabowman
SEO
Team
![Page 19: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/19.jpg)
© 2013 SEOinhouse.com 19
@jessicabowman@jessicabowman
Frustrated
![Page 20: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/20.jpg)
© 2013 SEOinhouse.com 20
@jessicabowman@jessicabowman
Some of team deep SEO
knowledge
![Page 21: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/21.jpg)
© 2013 SEOinhouse.com 21
@jessicabowman@jessicabowman
Some of team high level
SEO knowledge
![Page 22: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/22.jpg)
© 2013 SEOinhouse.com 22
@jessicabowman@jessicabowman
Not involved in enough
projects
![Page 23: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/23.jpg)
© 2013 SEOinhouse.com 23
@jessicabowman@jessicabowman
Growing at a lower pace
than other teams
![Page 24: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/24.jpg)
© 2013 SEOinhouse.com 24
@jessicabowman@jessicabowman
SEO Team
Shooting
Themselves in the Foot
![Page 25: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/25.jpg)
© 2013 SEOinhouse.com 25
@jessicabowman@jessicabowman
Not fighting enough for
SEO
![Page 26: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/26.jpg)
© 2013 SEOinhouse.com 26
@jessicabowman@jessicabowman
Not leveraging the data at
their disposal
![Page 27: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/27.jpg)
© 2013 SEOinhouse.com 27
@jessicabowman@jessicabowman
Not fighting for analysis
resources
![Page 28: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/28.jpg)
© 2013 SEOinhouse.com 28
@jessicabowman@jessicabowman
SEO request queue
too small
![Page 29: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/29.jpg)
© 2013 SEOinhouse.com 29
@jessicabowman@jessicabowman
Non-SEO Teams perceived:
Didn’t
give feedback on projects’ results
![Page 30: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/30.jpg)
© 2013 SEOinhouse.com 30
@jessicabowman@jessicabowman
Perception is
Reality
![Page 31: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/31.jpg)
© 2013 SEOinhouse.com 31
@jessicabowman@jessicabowman
How they were communicating
wasn’t working
![Page 32: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/32.jpg)
© 2013 SEOinhouse.com 32
@jessicabowman@jessicabowman
Think this
isn’t
happening at your company?
![Page 33: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/33.jpg)
© 2013 SEOinhouse.com 33
@jessicabowman@jessicabowman
Guess again.
![Page 34: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/34.jpg)
© 2013 SEOinhouse.com 34
@jessicabowman
![Page 35: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/35.jpg)
© 2013 SEOinhouse.com 35
@jessicabowman@jessicabowman
Distributed SEO tasks
![Page 36: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/36.jpg)
© 2013 SEOinhouse.com 36
@jessicabowman@jessicabowman
Hired SEO Manager
& Technical SEO
![Page 37: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/37.jpg)
© 2013 SEOinhouse.com 37
@jessicabowman
IntenseSEO vetting and interviews
![Page 38: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/38.jpg)
© 2013 SEOinhouse.com 38
@jessicabowman@jessicabowman
We kept moving Forward
DO NOT WAIT to start such a plan until after you hire a SEO
![Page 39: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/39.jpg)
© 2013 SEOinhouse.com 39
@jessicabowman@jessicabowman
Moved them into the
“Honeymoon
Phase” of the In-house SEO Life Cycle
![Page 40: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/40.jpg)
© 2013 SEOinhouse.com 40
@jessicabowman@jessicabowman
In-house SEO Life Cycle
Co
urt
ship
Ho
ne
ym
oo
n
Reality Synergy
Few
companies
leverage
these
phases
Most companies
operate here
We get you here,
in the shortest
amount of time
![Page 41: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/41.jpg)
© 2013 SEOinhouse.com 41
@jessicabowman@jessicabowman
In-house SEO Life Cycle
Co
urt
ship
Ho
ne
ym
oo
n
Reality Synergy
Few
companies
leverage
these
phases
Most companies
operate here
We get you here,
in the shortest
amount of time
![Page 42: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/42.jpg)
© 2013 SEOinhouse.com 42
@jessicabowman@jessicabowman
In-house SEO Life Cycle
Co
urt
ship
Ho
ne
ym
oo
n
Reality Synergy
Few
companies
leverage
these
phases
Most companies
operate here
We get you here,
in the shortest
amount of time
![Page 43: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/43.jpg)
© 2013 SEOinhouse.com 43
@jessicabowman@jessicabowman
SEO Training for
EVERYONEUS and International Resources
![Page 44: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/44.jpg)
© 2013 SEOinhouse.com 44
@jessicabowman@jessicabowman
ProcessAnalysis & Improvements
![Page 45: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/45.jpg)
© 2013 SEOinhouse.com 45
@jessicabowman@jessicabowman
Revised & added to
Standards
![Page 46: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/46.jpg)
© 2013 SEOinhouse.com 46
@jessicabowman@jessicabowman
Created
SEO Resources
![Page 47: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/47.jpg)
© 2013 SEOinhouse.com 47
@jessicabowman@jessicabowmanPrioritized analyzing
![Page 48: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/48.jpg)
© 2013 SEOinhouse.com 48
@jessicabowman@jessicabowman
Created
Education Plan
![Page 49: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/49.jpg)
© 2013 SEOinhouse.com 49
@jessicabowman@jessicabowman
Created
Communication Plan
![Page 50: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/50.jpg)
© 2013 SEOinhouse.com 50
@jessicabowman
Let’s do this together. Differently.
![Page 51: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/51.jpg)
© 2013 SEOinhouse.com 51
@jessicabowman
![Page 52: In-House SEO Turnaround Story As Told by Jessica Bowman](https://reader033.vdocuments.us/reader033/viewer/2022051208/546fbbebaf7959b30a8b465c/html5/thumbnails/52.jpg)
© 2013 SEOinhouse.com 52
@jessicabowman@jessicabowman
1. Expand SEO beyond the SEO team
2. Train everyone on SEO
3. If you’re hiring, hire differently
4. Sell SEO to the organization, not just your chain of command
5. Analyze your processes for SEO integration
Resources and 10 THINGS YOU CAN DO NOW at
SEOinhouse.com/smxeast