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From Backbone to Beast Mode

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Jesse McDonald
Jesse McDonald

Learn how to best succeed in an in-house SEO position, especially when coming from an agency background, while being able to truly impress your stakeholders and executives.

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Key Takeaways
About Me Global SEO Strategist at IBM Served as a judge for the US Search Awards since 2018 and Global Marketing Awards Listed as one of the top 140 SEOs to follow by Search Engine Journal Contributor to Search Engine Journal, SEMrush blog, Search Talk Live podcast Co-host of the Austin Otaku Podcast with Keith Goode
Before We Move On !!!DISCLAIMER!!! The thoughts and opinions I share in this presentation are my own and do not reflect those of IBM.
Key Takeaways
Reviewing standard SEO performance dashboards is usually not good enough for in-house.
Standard SEO metrics tend to leave executives scratching their heads
Get to know your audience and understand what they want to see in reporting
For the most part, executives want to see how we compare to competitors and how much revenue keywords are driving
Instead of having a client that uses you for their business needs your executives employ your
Key Takeaways
Executives always find something new and shiny to want to try
ChatGPT, AI writing tools, and EEAT are a great example of things an executive might currently be excited to try
Always test if a new tool or the flavor of the moment is right for your organization
Executives tend to want things delivered quickly while the actual implementation will take longer
When working with larger, more established brands the EAT foundation is already there
Key Takeaways
Remember how I said you need to show revenue impact in reporting? The same idea applies to obtaining executive buy-in
How Ive Calculated Value of Keywords to Obtain Executive Buy-In Search Volume / Estimated Click % per Position x Estimated Traffic Value = Potential ROI of Keyword Estimated Clicks by Position and Intent https://www.advancedwebranking.com/ctrstudy/
This formula is a great way to estimate value of work to receive both budget approval and priority within the organization
Key Takeaways
Agency work tends to be more fast-paced while in-house tends to be slower to implement changes
At the end of the day, scale is the biggest difference between the actual work elements of in- house and agency SEO
If the development or webmaster teams dont buy-in to your work it comes to a screeching halt
Key Takeaways
External link building does change a bit due to business conduct guidelines
Dont get folks excited about items outside of your control
If you promise to take on work that it turns out you cant implement, it ends up looking bad on you. Never over promise!
Key Takeaways
Always work to improve your presentation skills and how you speak when presenting. 際際滷s mean nothing if they arent presented well
Get to know the folks that can help make your job easier! You might even be able to make theirs easier in the process.
A lot of time is spent educating others so make sure you stay up to date on changes in the industry and be prepared to speak on them
Dont just sit in the back of the class during conversations. Get out front, when appropriate
Try to find meetup groups or a friend that will let you practice your speaking and presenting skills
Make sure there are clear action items at the end of the presentation
Dont be afraid to take a class to level up yourself both professionally and personally
Confidence is key!!!
Key Takeaways
Expand your coding knowledge even if just to be able to speak to technical teams
If something is mentioned on a meeting that has you stumped, go look it up and learn as much as you can about the topic
Always try to connect your initiatives to impact on revenue
Try to help educate folks across the organization and inform how their work can impact SEO
Showing other stakeholders, even if they dont realize they are, helps more people prioritize your work
Key Takeaways Understand who you are reporting to and what they want to see Keep in mind what you can realistically achieve Keep up with trends and have a POV Always be ready to prove ROI Find ways to scale and speed up work Keep learning and improving Show your value!
With all of these pieces of the puzzle you will become an extremely valuable asset to your organization
Follow Me On Social Have questions? Hit me up on any social media platforms. My handle on all platforms is @jesseseogeek. Id be more than happy to continue the conversation.
Name That Bass Player! 1 - Geddy Lee (Rush) 2 - Jesse McDonald (BravoWhatever) 4 - Thundercat 5 - Felix Pastorius (Hipster Assassins) 6 - Flea (Red Hot Chili Peppers) 7 - Justin Chancellor (Tool) 8 - Uehara Futoshi (Maximum the Hormone) 9 - Verdine White (Earth Wind and Fire) 10 - Jaco Pastorius (Weather Report, Joni Mitchell) 11 - Chris Squire (Yes) 12 - Tina Weymouth (Talking Heads) 13 - John Myung (Dream Theater) 14 - Stanley Clarke (Return to Forever) 15 - Les Claypool (Primus) 16 - Victor Wooten (The Flecktones) 17 - Ron Carter (Miles Davis) 19 - John McVie (Fleetwood Mac) 20 - Cliff Burton (Metallica) 21 - Peter Steele (Type O Negative) 22 - John Entwistle (The Who) 23 - Mike Bendy (Hipster Assassins, Bendy Effect) 24 - Bootsy Collins (Parliament | Funkadelic) 25 - Tal Wilkenfeld (Jeff Beck, Prince, Herbie Hancock, Incubus) 26 - James Jamerson (Motown Records) 27 - John Paul Jones (Led Zeppelin) 28 - Billy Sheehan (David Lee Roth, Steve Vai, Winery Dogs) 29 - Charles Mingus (Dizzy Gillespie, Charlie Parker, Louis Armstrong) 30 - Evan Brewer (The Faceless, Entheos) 31 - Larry Graham (Sly and the Family Stone) 32 - Alex Webster (Cannibal Corpse) 33 - Tim Commerford (Rage Against the Machine, Audioslave) 34 - Steve Harris (Iron Maiden) 35 - Geezer Butler (Black Sabbath) 36 - Phil Lynott (Thin Lizzy) 37 - Marcus Miller (Luther Vandross, Miles Davis) 38 - Jason Newsted (Metallica, Flotsam & Jetsam, Voivod) 39 - Tony Levin (Peter Gabriel, King Crimson, Stick Men) 40 - Lincoln Goines 41 - Hiromu Fukuda (suspended 4th) 42 - Robert Trujillo (Metallica, Suicidal Tendencies, Ozzy Osborne) 44 - Leland Sklar (basically everyone!) 45 - My daughter when she was 8 months old playing my bass

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From Backbone to Beast Mode

  • 2. About Me Global SEO Strategist at IBM Served as a judge for the US Search Awards since 2018 and Global Marketing Awards Listed as one of the top 140 SEOs to follow by Search Engine Journal Contributor to Search Engine Journal, SEMrush blog, Search Talk Live podcast Co-host of the Austin Otaku Podcast with Keith Goode
  • 3. Before We Move On !!!DISCLAIMER!!! The thoughts and opinions I share in this presentation are my own and do not reflect those of IBM.
  • 6. Standard SEO metrics tend to leave executives scratching their heads
  • 7. Get to know your audience and understand what they want to see in reporting
  • 8. For the most part, executives want to see how we compare to competitors and how much revenue keywords are driving
  • 9. Instead of having a client that uses you for their business needs your executives employ your
  • 12. ChatGPT, AI writing tools, and EEAT are a great example of things an executive might currently be excited to try
  • 13. Always test if a new tool or the flavor of the moment is right for your organization
  • 14. Executives tend to want things delivered quickly while the actual implementation will take longer
  • 15. When working with larger, more established brands the EAT foundation is already there
  • 17. Remember how I said you need to show revenue impact in reporting? The same idea applies to obtaining executive buy-in
  • 18. How Ive Calculated Value of Keywords to Obtain Executive Buy-In Search Volume / Estimated Click % per Position x Estimated Traffic Value = Potential ROI of Keyword Estimated Clicks by Position and Intent https://www.advancedwebranking.com/ctrstudy/
  • 19. This formula is a great way to estimate value of work to receive both budget approval and priority within the organization
  • 21. Agency work tends to be more fast-paced while in-house tends to be slower to implement changes
  • 22. At the end of the day, scale is the biggest difference between the actual work elements of in- house and agency SEO
  • 23. If the development or webmaster teams dont buy-in to your work it comes to a screeching halt
  • 25. External link building does change a bit due to business conduct guidelines
  • 26. Dont get folks excited about items outside of your control
  • 27. If you promise to take on work that it turns out you cant implement, it ends up looking bad on you. Never over promise!
  • 29. Always work to improve your presentation skills and how you speak when presenting. 際際滷s mean nothing if they arent presented well
  • 30. Get to know the folks that can help make your job easier! You might even be able to make theirs easier in the process.
  • 31. A lot of time is spent educating others so make sure you stay up to date on changes in the industry and be prepared to speak on them
  • 32. Dont just sit in the back of the class during conversations. Get out front, when appropriate
  • 33. Try to find meetup groups or a friend that will let you practice your speaking and presenting skills
  • 34. Make sure there are clear action items at the end of the presentation
  • 35. Dont be afraid to take a class to level up yourself both professionally and personally
  • 38. Expand your coding knowledge even if just to be able to speak to technical teams
  • 39. If something is mentioned on a meeting that has you stumped, go look it up and learn as much as you can about the topic
  • 40. Always try to connect your initiatives to impact on revenue
  • 41. Try to help educate folks across the organization and inform how their work can impact SEO
  • 42. Showing other stakeholders, even if they dont realize they are, helps more people prioritize your work
  • 43. Key Takeaways Understand who you are reporting to and what they want to see Keep in mind what you can realistically achieve Keep up with trends and have a POV Always be ready to prove ROI Find ways to scale and speed up work Keep learning and improving Show your value!
  • 44. With all of these pieces of the puzzle you will become an extremely valuable asset to your organization
  • 45. Follow Me On Social Have questions? Hit me up on any social media platforms. My handle on all platforms is @jesseseogeek. Id be more than happy to continue the conversation.
  • 46. Name That Bass Player! 1 - Geddy Lee (Rush) 2 - Jesse McDonald (BravoWhatever) 4 - Thundercat 5 - Felix Pastorius (Hipster Assassins) 6 - Flea (Red Hot Chili Peppers) 7 - Justin Chancellor (Tool) 8 - Uehara Futoshi (Maximum the Hormone) 9 - Verdine White (Earth Wind and Fire) 10 - Jaco Pastorius (Weather Report, Joni Mitchell) 11 - Chris Squire (Yes) 12 - Tina Weymouth (Talking Heads) 13 - John Myung (Dream Theater) 14 - Stanley Clarke (Return to Forever) 15 - Les Claypool (Primus) 16 - Victor Wooten (The Flecktones) 17 - Ron Carter (Miles Davis) 19 - John McVie (Fleetwood Mac) 20 - Cliff Burton (Metallica) 21 - Peter Steele (Type O Negative) 22 - John Entwistle (The Who) 23 - Mike Bendy (Hipster Assassins, Bendy Effect) 24 - Bootsy Collins (Parliament | Funkadelic) 25 - Tal Wilkenfeld (Jeff Beck, Prince, Herbie Hancock, Incubus) 26 - James Jamerson (Motown Records) 27 - John Paul Jones (Led Zeppelin) 28 - Billy Sheehan (David Lee Roth, Steve Vai, Winery Dogs) 29 - Charles Mingus (Dizzy Gillespie, Charlie Parker, Louis Armstrong) 30 - Evan Brewer (The Faceless, Entheos) 31 - Larry Graham (Sly and the Family Stone) 32 - Alex Webster (Cannibal Corpse) 33 - Tim Commerford (Rage Against the Machine, Audioslave) 34 - Steve Harris (Iron Maiden) 35 - Geezer Butler (Black Sabbath) 36 - Phil Lynott (Thin Lizzy) 37 - Marcus Miller (Luther Vandross, Miles Davis) 38 - Jason Newsted (Metallica, Flotsam & Jetsam, Voivod) 39 - Tony Levin (Peter Gabriel, King Crimson, Stick Men) 40 - Lincoln Goines 41 - Hiromu Fukuda (suspended 4th) 42 - Robert Trujillo (Metallica, Suicidal Tendencies, Ozzy Osborne) 44 - Leland Sklar (basically everyone!) 45 - My daughter when she was 8 months old playing my bass