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Being an Effective SEO within your Organization Tony Adam
November 11th, 2008
- 2 - Yahoo! Confidential
About Tony Adam - How I got here?
• SEO Manager @ Yahoo!
• My Background:
– Technology Consulting, Sales, BizDev, etc.
– SEO Evangelism
– Program/Project Management
• Where you’ll find me:
http://tonyadam.com/blog
http://twitter.com/tonyadam
- 3 - Yahoo! Confidential
How do you start being effective?!
• Get an understanding for the People you work with and interact with.
• Find out who the business stakeholdersare in your organization.
• Know what projects are in progress and if there is any opportunity to create SEO Projects.
- 4 - Yahoo! Confidential
Take a moment…
It is extremely important to understand the “Company Culture”
- 5 - Yahoo! Confidential
How do you learn the “Company Culture”
• Are you in an organization that moves quickly? Slowly?
• What are the personality types? How do you interact with them?
• Who can you approach to move your agenda?
• Be patient and grow thick skin.
- 6 - Yahoo! Confidential
Build Relationships and Partnerships
• Create relationships with the right people.
– At Yahoo!, we call these people our “SEO BFF’s.”
• Partner horizontally with anyone and everyone.
– I’ve found working with Standards teams are your best in.
• Make Friends
– Hang out with people
– Have “Dates”
– Drive By’s!
- 7 - Yahoo! Confidential
Be Everywhere and Get Integrated
• Integrate into Processes:
– Planning & Strategy (get on the release calendar)
– Design & Development (Review Meetings, Guidelines, etc.)
– QA (Ensure things are built correctly)
– Go to Market (Blogging, Social Media, PR, etc.)
• Leads & Review Meetings are VERY important!
- 8 - Yahoo! Confidential
Set and Manage Expectations
• What do you plan on achieving and can it be quantified?
• When are you planning on getting it done by?
• Be clear about the expectations.
• Pick your battles wisely.
- 9 - Yahoo! Confidential
Creating SEO Guidelines
• Build SEO Guidelines into Product Development:
– Content & Copy
– User Experience & Design
– Engineering/Development
– General Guidelines…
• Review Product Specs
- 10 - Yahoo! Confidential
Broaden Your Audience…Reach Everyone
• Train the entire organization on SEO
• Push out SEO Knowledge through:
– Internal Blogs
– Internal Wiki
– Newsletters
• Setup Office Hours
– “SEO Hours”
- 11 - Yahoo! Confidential
Be Passionate and Evangelize SEO
• Be passionate, bring tons of energy & get people excited about SEO.
• Get SEO into every conversation possible.
• Find people that will be your “Mini SEO Evangelists” within your Organization
• Talk about Success Stories
- 12 - Yahoo! Confidential
The Quick and Dirty Key Takeaways
• Understand the Company Culture
• Build Relationships and Partnerships
• Get Integrated into Processes and Manage Expectations
• Create SEO Guidelines
• Train and push knowledge to everyone possible
• Show your passionate and get people excited
- 13 - Yahoo! Confidential
THANK YOU!
Tony Adam - SEO Manager at Yahoo!
Where to find me:
http://tonyadam.com/blog/
http://twitter.com/tonyadam
Text “follow tonyadam” to 40404