You have time for MARKETING Agile SEO - Optimizing in Real-Time - BOLO 2012

AGILE SEO Optimizing in Real-TimeNick RoshonSr. SEO Strategist, iCrossing@nickroshon

A TALE OF TWO PAGES

The typical lifespan of a post… @nickroshon | #BOLO 3

Social-only vs. SEO-only vs. Both SOCIAL SEO BOTH @nickroshon | #BOLO 4

ATTENTION IS SCARCE @nickroshon | #BOLO

1,000,000,000,000Web pages indexed by Google @nickroshon | #BOLO

42,000,000Facebook Pages * Pages with more than 10 likes; as of March 31, 2012 @nickroshon | #BOLO

181,000,000Active Blogs @nickroshon | #BOLO

BUY ITEARN ITOWN IT @nickroshon | #BOLO

Blog post with social visibilitySOCIALNEEDS Blog post with search visibilitySEARCH @nickroshon | #BOLO

INBOUND LINKSBREADTH, DEPTH & FRESHNESS SEARCH NEEDS SOCIALSOCIAL SIGNALS @nickroshon | #BOLO

SEO + Social Together Photo credit: http://www.petgeekery.com/tag/cuddling/ @nickroshon | #BOLO 12

AGILE SEO(what are we even talking about?)

What is Agile? Source: http://www.geekherocomic.com/2009/02/21/agile- development-explained/ @nickroshon | #BOLO 14

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

It’s all about speed andresponsiveness, withoutsacrificing coordination orquality Source: http://searchengineland.com/agile-marketing-for-conversion- optimization-37902 @nickroshon | #BOLO 16

So what doesthis have to do with SEO? @nickroshon | #BOLO 17

SEO is three things Technical Keywords Magic Stuff & Copy & Luck (copywriters) (PR & outreach) (developers) PROCESSES performed by PEOPLE @nickroshon | #BOLO 18

FRAMEWORK FOR AGILE SEO (How YOU and YOUR CLIENTS can implement) 19

Agile SEO is not this…COPY TECH PR SEO @nickroshon | #BOLO 20

Agile SEO is this… TECHCOPY OUTREACH SEO ANALYTICS @nickroshon | #BOLO 21

Agile SEO – Avoiding waterfalls Source: http://www.commonplaces.com/inspiring-conversation/team- posts/agile-vs-waterfall-how-approach-your-web-development-project @nickroshon | #BOLO 22

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

Agile SEO - GoalsGuiding 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

PROCESSES FOR AGILE SEO (or any kind of SEO, for that matter)

TechnicalStuff @nickroshon | #BOLO 26

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

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

ContentCreators @nickroshon | #BOLO 29

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

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

PR &Marketing @nickroshon | #BOLO 32

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

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

ROADBLOCKS TO AGILE SEO (or any kind of SEO, for that matter)

Roadblock 1: Bad for Users SEO is spam and bad for users. @nickroshon | #BOLO 36

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

Roadblock 2: No Time We don’t have time for SEO… @nickroshon | #BOLO 38

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

Roadblock 3: SEO is unnecessary Search Engines can find content on their own – good content doesn’t need “SEO” @nickroshon | #BOLO 40

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

Roadblock 4: No budget We don’t have money for this… @nickroshon | #BOLO 42

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

THE BIG PICTURE 44

SEO isn’t a step in the process, it’s part of EACH STEP in the process @nickroshon | #BOLO 45

Once taught and integrated, SEO pays for itself @nickroshon | #BOLO 46

Search and Social Media is like 1+1=3 @nickroshon | #BOLO 47

Optimization is mindset, Not a finite task

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

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

APPENDIX / ADDITIONAL WINS 51

Quick Wins for Developers1. 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) @nickroshon | #BOLO 52

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

Quick Wins for PR & Marketing1. Influencer prospecting – Klout, Google, Blogs, Books2. Influencer outreach – Google+, Twitter, Facebook Page Data3. Social Sharing – use canonical URLs4. Internal Marketing – leverage employees to help market important news/content5. Don’t neglect your blog! @nickroshon | #BOLO 54

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

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