In-House SEO Turnaround Story As Told by Jessica Bowman

@jessicabowman

@jessicabowman@jessicabowman

Non-SEO

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

Began prioritizing SEO

changes they thought

should be done

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

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

Reality Synergy

companies

leverage

phases

Most companies

operate here

We get you here,

in the shortest

amount of time

Reality Synergy

companies

leverage

phases

Most companies

operate here

We get you here,

in the shortest

amount of time

Reality Synergy

companies

leverage

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

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