5 Steps to Guiding and Trusting Your Developers
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Transcript of 5 Steps to Guiding and Trusting Your Developers
5 Steps to Guiding and Trusting Your
Developers
5 Steps to Guiding and Trusting Your
DevelopersKeith L. Goode
SEO Technology LeadDCSG, Dell
Keith L. GoodeSEO Technology Lead
DCSG, Dell
Your PresenterYour Presenter
Keith L. Goode• 15 years of Online
Experience• Prior employment
– AMD– HomeAway– Builders Digital
Experience
• Dell (2 ½ years)– SEO Technology Lead,
DCSG (formerly eDell)– Technical SEO Instructor
• Presentations– Clarity ‘13– Pubcon Vegas– Pubcon Austin
Twitter: @keithgoode
Standard Presentation StatementStandard Presentation Statement
The ideas and statements in this presentation do not necessarily reflect the opinions of Dell Inc. but are based on my personal experience in the SEO Industry.
Tl;dr: Keith is not Dell.
The Challenge of Current-state SEOThe Challenge of Current-state SEO
The Challenge of Current-state SEOThe Challenge of Current-state SEO
• Do More With Less
– Budgets are always an issue and generally only get worse
– Algorithm shifts have generally eroded what “direct” control we have over ranking
– Quality and technical capability expectations are higher amidst decreasing budgets
The Democratization of
SEO
The Democratization of
SEO
The Democratization of SEOThe Democratization of SEO
• Content
– You get what you pay for– Cheap content = Bad Rankings,
Poor Engagement, No Social Promotion
– Use your internal SME’s to promote your product or service
The Democratization of SEOThe Democratization of SEO
• Development/Architecture
– Prepare– Teach– Communicate– Monitor– Recognize
THE DEMOCRATIZATION OF SEOTHE DEMOCRATIZATION OF SEO
PreparePrepare
PreparePrepare
• To Teach, You Must First Learn
– If you’re not technical, become technical
– Start with HTML as a basic skillset, then CSS, XML, etc.
– Learn about your site’s architecture– Understand and plug in to the
development process– Brewskis work, but so does food,
snacks, and banter
THE DEMOCRATIZATION OF SEOTHE DEMOCRATIZATION OF SEO
Teach
TeachTeach
• Get Executive Buy-in, Approval, and Prioritization
– Show the financial benefit– Get prioritization– Integrate into Individual
Development Plans
TeachTeach
• Develop Your Training Materials
– Customize your training materials per specialization
– Use real-world examples– Update regularly
TeachTeach
• Establish your Classes
– Medium and Large Businesses• Full course curriculum• Lunch and Learn refreshers
– Small and Medium Businesses• Lunch and Learn Classes• Individual Sessions
THE DEMOCRATIZATION OF SEOTHE DEMOCRATIZATION OF SEO
Communicate
CommunicateCommunicate
• Update your knowledge regularly
– Blogs (moz.com, Inbound.org, searchengineland.com, etc.)
– Webmaster Help Videos– Google Developer and
Webmaster Blogs– Forums (WebmasterWorld.com)– Meetups and Conferences
CommunicateCommunicate
• Share your updated knowledge
– Filter industry updates to what’s meaningful
– Relate industry changes to existing or future projects
– Communicate regularly but meaningfully• Updating to just update can
devalue your communication efforts
THE DEMOCRATIZATION OF SEOTHE DEMOCRATIZATION OF SEO
Monitor
MonitorMonitor
• Use Analytics to look for sudden, unseasonal changes– Google Analytics– Omniture
MonitorMonitor
• Monitor Indexation and Ranking– Google Webmaster Tools– SEO Platforms (seoClarity, Brightedge,
Conductor)– Ranking Software (Advanced Web Ranking, Rank
Tracker, etc.) – USE WITH CAUTION
MonitorMonitor
• Recognize that mistakes happen. It’s not personal or intentional.
Monitor – Bonus TipMonitor – Bonus Tip
• Plug In to Regular (Core) Development Team Meetings – Attend Project Scrum sessions, if necessary– Even if you’re just listening mostly, listen for
potentially impactful issues• Work with your Product Manager
– Prioritize technical requests– Look for new opportunities– Share learnings
THE DEMOCRATIZATION OF SEOTHE DEMOCRATIZATION OF SEO
Recognize
RecognizeRecognize
• … In Personal Thank-You Notes• … In Your Post-Launch Notes
– You are doing post-launch notes … right?• … In Quarterly Recognition Awards
– In lieu of recognition awards, comment to the developer’s manager or director
• … In Your Regular SEO Updates
ConclusionConclusion
ConclusionConclusion
• Meet Your Developers / Architects Where They Are
• Customize and Personalize Training Materials As Necessary
• Communicate Industry Changes as Well as Success Metrics Around Updates
• Monitor for Issues and Successes• Recognize the Effort to Encourage Future
Participation
ConclusionConclusion
• Questions?• Follow Me Here:
– twitter.com/keithgoode– google.com/+KeithGoode– linkedin.com/in/keithlgoode