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.
14. What is Agile?
Source: http://www.geekherocomic.com/2009/02/21/agile-
development-explained/ @nickroshon | #BOLO 14
15. What is Agile?
Bringing everyone together
An iterative approach
Short cycle times
Showing instead of telling
Objective measurement
Frequent, open communication
Minimal bureaucracy
Source: http://searchengineland.com/agile-marketing-for-conversion-
optimization-37902 @nickroshon | #BOLO 15
16. It’s all about speed and
responsiveness, without
sacrificing coordination or
quality
Source: http://searchengineland.com/agile-marketing-for-conversion-
optimization-37902 @nickroshon | #BOLO 16
18. SEO is three things
Technical Keywords Magic
Stuff & Copy & Luck
(copywriters) (PR & outreach)
(developers)
PROCESSES performed by PEOPLE
@nickroshon | #BOLO 18
23. 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
@nickroshon | #BOLO 23
24. 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
Photo credit: http://www.wordstream.com/blog/ws/2012/10/01/agile- @nickroshon | #BOLO 24
marketing-guide
27. 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
Technical
• Accountable for SEO friendly design
Stuff
(developers)
• SEO as part of developers job
@nickroshon | #BOLO 27
28. Example: Agile SEO in Web Dev
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
@nickroshon | #BOLO 28
30. Agile SEO for Content Creators
• SEO as part of content brainstorming
• SEO as part of content calendar
• SEO performed before content is
published
Keywords • SEO as part of content QA process
& Copy • Accountable for SEO-friendly copy
(copywriters)
• SEO as part of copywriters job
@nickroshon | #BOLO 30
31. Example: Agile SEO in Copy
Keyword Presence in:
Page Title
Meta Description
Image Name / Text
1st Paragraph
Taglines / H2
Internal Links
URL
External Links
@nickroshon | #BOLO 31
33. Agile SEO for PR & Marketing
• Influencer outreach for new content
• Social media outreach for new
content
• Internal outreach for new content &
ideas
Magic • Bridge builder between departments
& Luck
(PR & outreach) • Accountable for SEO-friendly social
• SEO as part of marketing’s job
@nickroshon | #BOLO 33
34. Example: Agile SEO in PR
Link to website/owned media in:
Email Marketing
Social Media
Internal Emails
Client/Partner Outreach
Blog Posts
Press Releases
Videos
Printed Media
@nickroshon | #BOLO 34
36. Roadblock 1: Bad for Users
SEO is spam
and bad for
users.
@nickroshon | #BOLO 36
37. SEO is GOOD for users
• 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
@nickroshon | #BOLO 37
38. Roadblock 2: No Time
We don’t
have time
for SEO…
@nickroshon | #BOLO 38
39. You have time for MARKETING
If you have time to proofrad copy
AND
<b>you have time to QA code</br>
AND
you have time to do marketing
THEN
you have time to do (Agile, efficient) SEO
@nickroshon | #BOLO 39
40. Roadblock 3: SEO is unnecessary
Search Engines can
find content on their
own – good content
doesn’t need “SEO”
@nickroshon | #BOLO 40
41. Poor logic is poor
By that same logic, great products
don’t need ANY marketing –
consumers will simply find your
products and buy them based on
quality alone
@nickroshon | #BOLO 41
42. Roadblock 4: No budget
We don’t
have money
for this…
@nickroshon | #BOLO 42
43. SEO is a skillset, not a cost
• 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
@nickroshon | #BOLO 43
49. 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!
@nickroshon | #BOLO 49
50. 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
@nickroshon | #BOLO
52. Quick Wins for Developers
1. Implement Facebook OGP Tags
2. Add Social Sharing Buttons
3. Make Page Speed Enhancements
4. Optimize Page Templates
5. Create Dynamic Titles & Meta Data
6. Add Rel=canonical tags
7. Upload XML Sitemaps
8. Review Google & Bing Webmaster Tools
9. Build SEO tools into your CMS (Keyword Research,
Title Tags, Microformats Markup, etc)
@nickroshon | #BOLO 52
53. Quick Wins for Copywriters
1. Use AdWords Keyword Tool
2. Article/Content Ideas:
1. Ubersuggest
2. Soovle
3. Topix
4. Bottlenose
5. Google Insights / Trends
3. Ensure keywords use in:
1. Page Titles
2. Meta Description
3. Article Name/H1 Tag
4. First Paragraph
More Content Tools for SEO: http://marketingland.com/12-content-research-
tools-you-should-be-using-21773 @nickroshon | #BOLO 53
54. 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 URLs
4. Internal Marketing – leverage employees to help
market important news/content
5. Don’t neglect your blog!
@nickroshon | #BOLO 54
55. 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
@nickroshon | #BOLO 55
56. 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: nick.roshon@gmail.com
• Thank you!
@nickroshon | #BOLO 56
Notas del editor
A quick story on why SEO is important...
Social only approach = short lifespan of content
SEO adds meaningful, long-term visibility to content
Attention is scarce, competition is huge – why do you deserve to be on page 1?
A lot of competition
Social is crowded, too
The blogosphere lives…
SEO focused on earning itStart with owned – limited budget, build out owned assets – website. No sense spending money on media sendignppl to your site if your website sucksThen go to Owned – build traffic to websiteThen go to Buy It – to supplement earned & owned
Agile development - nothing really changes, except that managers, designers and architects have an excuse for changing requirements at last minute
Not really – it’s a fundamental shift based on some pretty appealing principles
Speed & responsiveness – who doesn’t want that!?
SEO, like any marketing process, involves people. It too can be managed in an Agile manner.
How most digital marketing operates
SEO is glue that binds all team members together
Waterfall – trying to do everything at once, gathering all requirements before moving to next step. Basically like doing an “Epic” all at once rather than breaking in to smaller stories/enhancements.
Waterfall – trying to do everything at once, gathering all requirements before moving to next step. Basically like doing an “Epic” all at once rather than breaking in to smaller stories/enhancements.
Waterfall – knowing all requirements up front and doing everything at once (in a giant waterfall) – prone to delays, budget over-run, and taking forever to see any tangible improvements. Agile = smaller increments but constant output & improvements.
Talk about how a high-functional Agile SEO web dev team works…how SEO fits into agile web dev
Example of how SEO can fit into existing development sprints…
Talk about how a high-functional Agile SEO copywriting team works…SEO as part of writing & creative process, not an afterthought for it
Talk about how a high-functional Agile SEO PR & Marketing team works…
We hear this a lot…
Typo and broken code are intentional…will be interesting to see if people pick up on it
Credit Lee Odden for this takeaway, core theme of his book “Optimize” which is worth picking up…