laurens mauquoi_how to build an international in-house seo team

© Tirendo Holding GmbH 2014Laurens Mauquoi – Team Lead SEO Offpage

internal use only - Tirendo

Berlin, May 2014

How to build an international in-house SEO team



Who is Tirendo?

Tirendo – #1 shop for your car

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- Online sales of tires, car parts and accessories - Berlin based e-commerce - Active in 12 countries, including Poland - Belongs to the Delticom-Tirendo group - Largest online retailer of tires in Europe



Who am I?

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Laurens Mauquoi – Team Lead SEO Off-page

- Joined Tirendo in October 2012

- Content Marketing and Social Media

- Set up the SEO team in its current form

- Speaks 7 languages fluently



The next steps

Agenda

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1. What does it mean to build an in-house team? - Challenges of going international - Advantages of doing SEO in-house !2. How to build an in-house team?

- Structure of the team

- What profiles should you be looking for?


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What does it mean to build an international SEO team?



Building an international in-house SEO team

What does this mean?

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1. Different countries, different languages !

2. Different mentality and culture !

3. More workload than you think

Going international means a lot of challenges




Different countries, different languages

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Europe means 28 countries!




Different countries, different languages

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The EU counts 24 official languages.

You want to reach your costumers in all these countries?

!You need websites in different languages!



Building an international inhouse SEO team

Different mentality and culture

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Lack of international culture

There is a German A Swedish A Polish culture

You need to understand these cultures:

!1. To reach your customers

2. To work with partners




More workload than you think

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Doing SEO internationally means:

!1. Having a website in different languages

2. Working with partners in all countries

3. Content marketing in different languages !!!!SEO is an ongoing process -> always new pages, features and partners



Advantages of doing SEO in-house

Why do SEO in-house?

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The advantages are clear !1. Control the process and the quality -> Important in times of Google updates !

2. Better international scalability -> Something worked in Poland, let‘s try it in Germany

!3. More durable -> recruiting, schooling and working with the same people


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How to build an in-house team?



How to structure the team

The classical structure

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Head of SEO

Responsible France

Technical

Linkbuilder

Content

Responsible Poland

Technical

Linkbuilder

Content

Responsible Sweden

Technical

Linkbuilder

Content




The Tirendo structure

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TL Onpage

DE/AT/CH FR NL/BE PL IT

TL Offpage

DE/AT/CH FR NL/BE PL IT




Advantages

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1. Less people

2. Scalable

3. Very flexible

4. Easy to implement 5. Can be done at an early stage of the company




Two keys to success:

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Work divided by skills means:

!Advantage for the SEO:

▪ SEOs can specialize ▪ in what they are best at

▪ in what they like most doing

!Advantage for the company ▪ SEO is faster on a certain level !

Division by Skills




Two keys to success:

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Native speakers:

▪ Understand the culture and the language ▪ Can relate to the life of the partners ▪ Will get a better overview of the local SEO scene ▪ Are able to get better deals !

And there is more potential!

!If your native speakers are any good, they can enter the local SEO scene!

Native Speakers




What makes a good SEO?

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Profiles should depend on the type of SEO

The Content Guy

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The Linkbuilder !!

The Technical Geek

!!





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The Content Guy

!- Affinity for languages - Creativity - Structured thinking !

BackgroundJournalism, literature, cultural studies etc. !





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The Linkbuilder !- Open and good with

people - Negotiation skills - Creativity - Structured thinking !BackgroundBusiness development, sales !





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The Technical Geek

!- Structured thinking - IT knowledge - Affinity for technical

stuff !Background

IT, UX, mathematics etc. !




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Thank you for your attention




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Laurens Mauquoi [email protected] +49 30 20 99 36 131

!Tirendo Holding GmbH

Zinnowitzer Straße 810115 BerlinGermany !!

mailto:[email protected]

mailto:[email protected]