Intro

Allison Fabella– SEO Manager @ The Atlanta Journal-Constitution– Direct all strategic & tactical SEO for:

• The AJC; AccessAtlanta; AJCHomefinder; AJCCars; AJCClassifieds; EveningEdge.…

The Atlanta Journal-Constitution• Largest newspaper in the southeast• Top ten regional newspapers in the country• > 3.5 million unique visitors per week

orchestrating seoManaging In-House teams to

Create Successful SEO Initiatives

Program

1. SEO: Middle-Management Level• The four “sections”• how they fit in with your seo plan

2. Four Common Scenarios• Challenges/Solutions for seo & four

“sections”

3. Achieving SEO Harmony• Actionable recommendations for creating

seo synergy within your organization

The Four sections

1. the Product Manager

2. the Developer

3. the Designer

4. the Content Producer

The Product Manager

Your first & last defense

– they approve each phase of project so…

– Must be made aware of benefits of seo and…

…The consequences of ignoring it

Scenario #1The Product manager forgets to invite you to

project kick-off meeting

Solutions

• Remind them that their project will yield more traffic if their seo Is baked-in during the planning phase

•Show example of a successful project in which SEO was considered right from the kick-off & backup with data

The DeveloperMake it or break it

– They create the backbone of your seo

– can directly impact traffic positively…

….Or negatively

Scenario #2 The developer builds all page links in

JavaScript

Solutions• DON’T tell them to tear it all down & start over!!!

• Explain how the page could lose traffic & suggest that a supplemental HTML links can prevent that from happening

• Show an example of a solution-- Helps illustrate what you mean-- Proves it can be done

The Designer

Your Content begins here

– Mutual opportunities– Design creates opportunities for seo and…

…seo creates opportunities for their pages to be viewed

Scenario #3 The designer mocks up a page made entirely of

images …. no text

Solutions

• Tell them how fabulous the page looks!

• Express concern that people might not see their page due to search engines’ limitations with images

• Ask what kind of solution they can think of

The Content Producer

The bridge between engines & users

– Their content influences

1. search engine behavior2. Human behavior

Scenario #4 The content producer writes a story about britney

spears slipping on the ice entitled “ouch!”

Solutions

• Google “ouch” and ask the producer if this is where they want their story to appear in the serps. Then…

• Google “spears, slips, ice” and ask the same question

Achieving SEO Harmony

Establish Your Credibility• Make a quickie change and show results• critical if you’re new to the organization

Document successes• Theirs - not yours• emphasize how SEO benefits THEM not you

Be Omnipresent• locate your SEO @ intersection of dev, design & content, if possible• Weekly update meetings w/ the four “sections”

Achieving SEO Harmony

Goals & accountability• Attach “success” to their productivity

Check Lists• Each “section” gets tailored checklist + 101• Build seo into life cycle checklists

Training• turn everyone in your organization an SEO especially

the four “sections”

Compromise• “Well, what can be done?”

In Conclusion

Seo at the middle management level is about…

Leadership

Thank You!

Allison FabellaThe Atlanta Journal-Constitution

Afabella@ajc.com404-526-2246