Pubcon 2015 - Assessing and Driving SEO Maturity
Post on 22-Jan-2018
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#pubcon
Assessing and driving SEO
Maturity
Alex Volkalex.volk@microsoft.com
@alexvolk
www.linkedin.com/in/alexvolk
@alexvolk
#pubcon
A Brief Background
• 11 years at Microsoft (digital marketing)• 7+ years in SEO• Founded Central SEO team• 10th consecutive Pubcon
@alexvolk
#pubcon
Office
Windows
Support
Dynamics
TechNetSMB
MSFT
Online Store
Windows Phone
XBOX
Overlapping Content
Inconsistent UX
Domains/Subdomains
Product Versions
Internal Kywd Comp
MSN
Yammer
MSDN
Surface
Content Types•Pre-sales•Post-sales•Ecommerce•News/Blogs•Search
Global Markets•1-140+
CMS Platforms•Over 12 in use
Analytics •Webtrends•Omniture•MDA•Other
Stakeholders •IT (OPS)•Design/Dev•Writers•Site Managers•Subsidiaries•Agencies/Vendors•Executives
All-up SEO Challenges
@alexvolk
#pubcon
Assessing organizational readiness
Established goals, KPIs
Dedicated SEO resources and budget
Clear roles and charter
Pervasive reporting and analysis
Investment in platforms and capabilities
Cross team commitment
SEO training & events
Effective opportunity analysis
@alexvolk
#pubcon
The “Hybrid SEO” approacho Assigned designated SEO leado Defined and reporting SEO targetso Categorized lists of targeted keywordso Prioritized technical SEO opportunitieso Adopted our social sharing strategyo On-boarded with Bright Edgeo Utilizes iCrossing or other SEO agency
Central SEO Team
Office
Windows
Support
Dynamics
MSDNSMB
MSFT
Online Store
Windows Phone
XBOXSkype
MSN
Yammer
STB
Surface
@alexvolk
#pubcon
The SEO maturity model across Microsoft
Associated
• SEO as a thought• Few dedicated
resources / budget• KPIs?• Reactive approach
• SEO plan• Agency / 1 FTE• Budget allocated• KPIs.• Table stakes
• SEO strategy• Multiple resources• ROI on spend• KPIs!• Continuous
improvement
• Leading others• Best practice
delivery
Connected Dynamic Innovative
@alexvolk
#pubcon
Assessing your own SEO maturity
@alexvolk
• Org-level maturity vs individual maturity
• Benchmark against other groups/companies
• Willingness and momentum matter
• The curve steepens; not everyone will make it
• Give away 100% of the credit to your “thoroughbreds”
• Place bets strategically; maximize return
#pubcon
#pubcon@alexvolk
Have a solid set of “wins”…
Documented
Attributed
Promoted
#pubcon@alexvolk
No one wants to be responsible for this!
…and losses that you share often
#pubcon
Package and share content for your community
https://moz.com/blog/category/basic-seohttp://searchengineland.com/guide/what-is-seo Microsoft internal Yammer Community
#pubcon
Always be scanning the horizon
#pubcon
Tools matter for scaling
@alexvolk
#pubcon
Use common tools in uncommon ways
@alexvolk
Competitive Audits
Keyword Variant Analysis
Internal Cannibalization
#pubcon
Reporting Accountability
@alexvolk
#pubcon
alex.volk@microsoft.com@alexvolkhttp://www.l inkedin.com/in/alexvolk
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