Agile SEO - Optimizing in Real-Time - BOLO 2012
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My presentation on "Agile SEO" given at the BOLO 2012 conference in Scottsdale, AZ. The presentation discusses how to apply agile methodology to SEO and marketing more broadly to help agencies and brands be more fluid & responsive in optimizing their assets. Image credit and resource links are given within the slide and appendix where appropriate.
Agile SEO - Optimizing in Real-Time - BOLO 2012
- 1. AGILE SEO Optimizing in Real-Time Nick Roshon Sr. SEO Strategist, iCrossing @nickroshon
- 2. A TALE OF TWO PAGES
- 3. The typical lifespan of a post @nickroshon | #BOLO 3
- 4. Social-only vs. SEO-only vs. Both SOCIAL SEO BOTH @nickroshon | #BOLO 4
- 5. ATTENTION IS SCARCE @nickroshon | #BOLO
- 6. 1,000,000,000,000 Web pages indexed by Google @nickroshon | #BOLO
- 7. 42,000,000 Facebook Pages * Pages with more than 10 likes; as of March 31, 2012 @nickroshon | #BOLO
- 8. 181,000,000 Active Blogs @nickroshon | #BOLO
- 9. BUY IT EARN IT OWN IT @nickroshon | #BOLO
- 10. Blog post with social visibility SOCIAL NEEDS Blog post with search visibility SEARCH @nickroshon | #BOLO
- 11. INBOUND LINKS BREADTH, DEPTH & FRESHNESS SEARCH NEEDS SOCIAL SOCIAL SIGNALS @nickroshon | #BOLO
- 12. SEO + Social Together Photo credit: http://www.petgeekery.com/tag/cuddling/ @nickroshon | #BOLO 12
- 13. AGILE SEO (what are we even talking about?)
- 14. What is Agile? Source: http://www.geekherocomic.com/2009/02/21/agile- development-explained/ @nickroshon | #BOLO 14
- 15. 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
- 16. Its all about speed and responsiveness, without sacrificing coordination or quality Source: http://searchengineland.com/agile-marketing-for-conversion- optimization-37902 @nickroshon | #BOLO 16
- 17. So what does this have to do with SEO? @nickroshon | #BOLO 17
- 18. SEO is three things Technical Keywords Magic Stuff & Copy & Luck (copywriters) (PR & outreach) (developers) PROCESSES performed by PEOPLE @nickroshon | #BOLO 18
- 19. FRAMEWORK FOR AGILE SEO (How YOU and YOUR CLIENTS can implement) 19
- 20. Agile SEO is not this COPY TECH PR SEO @nickroshon | #BOLO 20
- 21. Agile SEO is this TECH COPY OUTREACH SEO ANALYTICS @nickroshon | #BOLO 21
- 22. 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
- 23. 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
- 24. Agile SEO - Goals Guiding 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
- 25. PROCESSES FOR AGILE SEO (or any kind of SEO, for that matter)
- 26. Technical Stuff @nickroshon | #BOLO 26
- 27. 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
- 28. 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
- 29. Content Creators @nickroshon | #BOLO 29
- 30. 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
- 31. 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
- 32. PR & Marketing @nickroshon | #BOLO 32
- 33. 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 marketings job @nickroshon | #BOLO 33
- 34. 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
- 35. ROADBLOCKS TO AGILE SEO (or any kind of SEO, for that matter)
- 36. Roadblock 1: Bad for Users SEO is spam and bad for users. @nickroshon | #BOLO 36
- 37. SEO is GOOD for users SEO helps users find what theyre 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
- 38. Roadblock 2: No Time We dont have time for SEO @nickroshon | #BOLO 38
- 39. 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
- 40. Roadblock 3: SEO is unnecessary Search Engines can find content on their own good content doesnt need SEO @nickroshon | #BOLO 40
- 41. Poor logic is poor By that same logic, great products dont need ANY marketing consumers will simply find your products and buy them based on quality alone @nickroshon | #BOLO 41
- 42. Roadblock 4: No budget We dont have money for this @nickroshon | #BOLO 42
- 43. 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
- 44. THE BIG PICTURE 44
- 45. SEO isnt a step in the process, its part of EACH STEP in the process @nickroshon | #BOLO 45
- 46. Once taught and integrated, SEO pays for itself @nickroshon | #BOLO 46
- 47. Search and Social Media is like 1+1=3 @nickroshon | #BOLO 47
- 48. Optimization is mindset, Not a finite task
- 49. 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
- 50. 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
- 51. APPENDIX / ADDITIONAL WINS 51
- 52. Quick Wins for Developers 1. Implement Facebook OGP Tags 2. Add Social Sharing Buttons 3. Make Page Speed Enhancements 4. Optimize Page Templates 5. Create Dynamic Titles & Meta Data 6. Add Rel=canonical tags 7. Upload XML Sitemaps 8. Review Google & Bing Webmaster Tools 9. Build SEO tools into your CMS (Keyword Research, Title Tags, Microformats Markup, etc) @nickroshon | #BOLO 52
- 53. 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
- 54. Quick Wins for PR & Marketing 1. Influencer prospecting Klout, Google, Blogs, Books 2. Influencer outreach Google+, Twitter, Facebook Page Data 3. Social Sharing use canonical URLs 4. Internal Marketing leverage employees to help market important news/content 5. Dont neglect your blog! @nickroshon | #BOLO 54
- 55. 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
- 56. 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
Editor's Notes
- #3: A quick story on why SEO is important...
- #4: Social only approach = short lifespan of content
- #5: SEO adds meaningful, long-term visibility to content
- #6: Attention is scarce, competition is huge why do you deserve to be on page 1?
- #7: A lot of competition
- #8: Social is crowded, too
- #9: The blogosphere lives
- #10: SEO focused on earning itStart with owned limited budget, build out owned assets website. No sense spending money on media sendignppl to your site if your website sucksThen go to Owned build traffic to websiteThen go to Buy It to supplement earned & owned
- #15: Agile development - nothing really changes, except that managers, designers and architects have an excuse for changing requirements at last minute
- #16: Not really its a fundamental shift based on some pretty appealing principles
- #17: Speed & responsiveness who doesnt want that!?
- #19: SEO, like any marketing process, involves people. It too can be managed in an Agile manner.
- #21: How most digital marketing operates
- #22: SEO is glue that binds all team members together
- #23: Waterfall trying to do everything at once, gathering all requirements before moving to next step. Basically like doing an Epic all at once rather than breaking in to smaller stories/enhancements.
- #24: Waterfall trying to do everything at once, gathering all requirements before moving to next step. Basically like doing an Epic all at once rather than breaking in to smaller stories/enhancements.
- #25: Waterfall knowing all requirements up front and doing everything at once (in a giant waterfall) prone to delays, budget over-run, and taking forever to see any tangible improvements. Agile = smaller increments but constant output & improvements.
- #28: Talk about how a high-functional Agile SEO web dev team workshow SEO fits into agile web dev
- #29: Example of how SEO can fit into existing development sprints
- #31: Talk about how a high-functional Agile SEO copywriting team worksSEO as part of writing & creative process, not an afterthought for it
- #34: Talk about how a high-functional Agile SEO PR & Marketing team works
- #37: We hear this a lot
- #40: Typo and broken code are intentionalwill be interesting to see if people pick up on it
- #49: Credit Lee Odden for this takeaway, core theme of his book Optimize which is worth picking up