In-House SEO Turnaround Story As Told by Jessica Bowman

© 2013 SEOinhouse.com 1

@jessicabowman


@jessicabowman@jessicabowman

Non-SEO

Teams



SEO wasn’t their job



Thought someone else

was handling it



Didn’t see there was a

SEO Strategy



Lacked SEO Knowledge



Or….

Had a bit of knowledge

and…



Wondered what the SEO

team was doing



Inconsistent in how they

work with the SEO Team



Got inconsistent guidance



Gave what we call

“Passive Pushback”



Biggest Surprise….



Management



Saw that SEO basics were

not be applied



Did not see the growth

expected



Naturally….

Began to doubt the SEO

team



Began prioritizing SEO

changes they thought

should be done



SEO

Team



Frustrated



Some of team deep SEO

knowledge



Some of team high level

SEO knowledge



Not involved in enough

projects



Growing at a lower pace

than other teams



SEO Team

Shooting

Themselves in the Foot



Not fighting enough for

SEO



Not leveraging the data at

their disposal



Not fighting for analysis

resources



SEO request queue

too small



Non-SEO Teams perceived:

Didn’t

give feedback on projects’ results



Perception is

Reality



How they were communicating

wasn’t working



Think this

isn’t

happening at your company?



Guess again.


@jessicabowman



Distributed SEO tasks



Hired SEO Manager

& Technical SEO


@jessicabowman

IntenseSEO vetting and interviews



We kept moving Forward

DO NOT WAIT to start such a plan until after you hire a SEO



Moved them into the

“Honeymoon

Phase” of the In-house SEO Life Cycle



In-house SEO Life Cycle

Co

urt

ship

Ho

ne

ym

oo

n

Reality Synergy

Few

companies

leverage

these

phases

Most companies

operate here

We get you here,

in the shortest

amount of time




Co

urt

ship

Ho

ne

ym

oo

n

Reality Synergy

Few

companies

leverage

these

phases

Most companies

operate here

We get you here,

in the shortest

amount of time



SEO Training for

EVERYONEUS and International Resources



ProcessAnalysis & Improvements



Revised & added to

Standards



Created

SEO Resources


@jessicabowman@jessicabowmanPrioritized analyzing



Created

Education Plan



Created

Communication Plan


@jessicabowman

Let’s do this together. Differently.


@jessicabowman



1. Expand SEO beyond the SEO team

2. Train everyone on SEO

3. If you’re hiring, hire differently

4. Sell SEO to the organization, not just your chain of command

5. Analyze your processes for SEO integration

Resources and 10 THINGS YOU CAN DO NOW at

SEOinhouse.com/smxeast

In-House SEO Turnaround Story As Told by Jessica Bowman

Technology

Transcript of In-House SEO Turnaround Story As Told by Jessica Bowman