2013 SEOinhouse.

com

Message from Jessica Bowman

After 11+ years of working in the in-house SEO arena, I can give you the following insights:
Most SEO teams shoot themselves in the foot. They do not know what they do not know, they do
not understand how to create the ultimate SEO roadmap, nor how to leverage other departments
to their fullest potential. As a result, they leave low- hanging SEO fruit on the ground because
they do not know how to see it.
The SEO team does not control many of the levers impacting SEO success; as a result, SEO
opportunities are mixed and management has doubts concerning the SEO initiative.
Most companies have not integrated SEO into required business operations so that it becomes part
of everyday business activities a process we call Operationalizing SEOSM. As a result, SEO remains
a discipline that is overlooked (intentionally or unintentionally) and rarely reaches its full potential.
This is especially the case with enterprise-level organizations that can lose hundreds of thousands
to millions of dollars in a single release.
This book will challenge your thinking and ask you questions that you may not be able to answer right
now. If you can master the elements in this book, SEO success will increase exponentially. If you cannot
master the elements in this book, the chances of missed opportunities and frustration (by you, your
management and your staff) are guaranteed.
Best of Luck,
Jessica
2013 SEOinhouse.com

TABLE OF
CONTENTS

SEO Success Requires the Right Team

Part 1: SEO Knowledge

Part 2: SEO Execution

Part 3: Redesigns & Large Projects

16

Part 4: Mitigating Risks

22

Part 5: Reporting

27

Part 6: Budgets

16

Part 7: Potential Solutions to the Questions

40

SEO Organization Assessment

SEO Audits & Strategy
SEO Training & Education
Redesigns & Migrations
Common Challenges We Fix
About SEOinhouse.com

41
42
43
44
45
46

2013 SEOinhouse.com

SEO Success Requires the Right Team

1. Executives who know how to most effectively drive SEO, challenge their thinking, insist
upon Operationalizing SEOSM and hold the entire organization accountable for their
respective portion of SEO execution.

2. SEO leadership that embraces cutting edge tactics that create innovative strategies,
define technically feasible roadmaps, and ensure the complete set of SEO requirements
are defined for projects, and knows how to get their teams to work with IT optimally.

3. Everyone involved in the website willing to incorporate SEO into everyday

activities.

4. The right skills set to train everyone on SEO, systematize SEO and evangelize
SEO in a way that drives lasting change.

2013 SEOinhouse.com

Many people have faulty SEO knowledge, dated skills and insufficient
understanding of cutting edge concepts that translate to enterprise-level
environments. Dont let these elements characterize your company.

2013 SEOinhouse.com

Reality:
SEO is a game. Like every game, you have winners and losers,
and the competition is fierce. However, unlike other games,
the rules change and expand without warning.

Questions to ask yourself:

What are you doing to ensure you and your team are
consistently aware of the latest rules of the game?

2013 SEOinhouse.com

Reality:
Many executives are still learning how to effectively manage
SEO.
Questions to ask yourself:
What are your executives doing to improve their SEO skills to
best manage the SEO team? What are you doing to educate
them?

2013 SEOinhouse.com

Reality:
An increase of 1 point in the average IQ of a country's
intellectual elitethe smartest 5% of its populationraises the
country's per capita GDP by an average of $468. (Source:
The Daily Stat from Harvard Business Review).
If you translate this fact to your company, it means that you
will actually see an increase in the bottom line by educating
key employees about SEO.
Questions to ask yourself:
How robust is your SEO education program? Do you have a
plan for identifying key players to become SEO champions?
Are you investing in ongoing training for the SEO team?

2013 SEOinhouse.com

Execution is the ultimate driver of success, yet its execution is what holds
back most SEO programs. Dont be like most companies.

2013 SEOinhouse.com

Reality:
A study conducted by Marketing Sherpa found that
developing an SEO strategy was a top objective for most
companies, but the task of creating one was a low priority!
An SEO strategy guides decision-making and prioritization, yet
few companies have invested in developing a strategy to
help them zero in on clear SEO drivers for success. This
situation results in increasing ROI on SEO being a higher
objective than developing an actual strategy that will make
it happen.

Questions to ask yourself:

Does your SEO program have a strategy in place? Is it
thorough enough to drive decision-making and prioritization
of SEO over other company objectives?

2013 SEOinhouse.com

Reality:
Best in class SEO programs have at least one person on the
SEO team who understands every change going onto the
website. This person knows how to define SEO requirements
proactively to the project team.
Questions to ask yourself:
Does your SEO team know what is scheduled to go live in
future releases? Does your SEO team have the experience
and intuition to recognize which changes will have SEO
implications?

2013 SEOinhouse.com

Reality:
A company with SEO engrained in their DNA gives SEO a seat
at the table when release-scoping decisions are made.
Questions to ask yourself:
Does your SEO team have a seat at the table when each
website release is scoped?

2013 SEOinhouse.com

Reality:
Companies with strong SEO programs ensure that, on
average a specific percentage of each release is focused on
SEO. Best in Class SEO programs at web-based organizations
give SEO their own development swim lane to ensure
ongoing SEO activity.
Questions to ask yourself:
What percentage of each release is dedicated to SEO
changes and enhancements? Do you have an SEO
development swimlane, or a dedicated developer(s)?

2013 SEOinhouse.com

Reality:
Part of SEO execution is checking the work when it has been
done. This review includes SEO code checks after
development is complete.
Questions to ask yourself:
Does development invite them to do a code check? Do
they have the skills to do proper code checks?

2013 SEOinhouse.com

Reality:
A vital but often overlooked task is QA testing before a site
goes live. This task usually is deprioritized, rushed, and
executed ineffectively because many SEOs do not know how
to do proper QA testing before a site goes live.
Questions to ask yourself:
Is your team involved in SEO QA testing? Are they pulled in
early enough? Is it being given the proper level of
prioritization? Do they know how to do QA testing
systematically, or are they spot-checking because they are in
a hurry? Worse, could they be failing to realize that they
should be doing more?

2013 SEOinhouse.com

Few SEOs have experience with enterprise-level redesign projects, because

there are few people in the world who have done this well. Be different
Have a redesign project without the Oops! Factor.

2013 SEOinhouse.com

Reality:
There is a single large challenge that enterprise-level
redesigns and large projects face: Often, a non-technical
SEO with only 2-4 years of SEO experience is placed in
discussions that he or she does not understand and has never
experienced. As a result, this individual cannot contribute to
the discussion because they do not know how to identify SEO
risks, opportunities and requirements when they hear other
departments requirements.
Questions to ask yourself:
Are you certain that your SEO team knows how to identify
SEO requirements and needs based on what other
departments (including the IT Department) are requesting for
the project?

2013 SEOinhouse.com

Reality:
SEO needs to contribute to written project documentation.
Unfortunately, few SEOs have experience doing so and know
how to paint a box that defines the parameters for the IT
departments development options.
Questions to ask yourself:
What are you doing to ensure that the project
documentation is thoroughly reviewed? Are you requesting
new SEO requirements weeks or days before launch because
the right SEO reviews did not happen early in the project?

2013 SEOinhouse.com

Reality:
The SEO team needs to write the SEO project requirements.
Unfortunately, most SEOs believe that discussing them in a
meeting is enough; thus, they generate the same results as a
childs telephone game.
Questions to ask yourself:
Is the SEO team writing their SEO requirements for larger
projects, or merely telling others about them in a meeting?

2013 SEOinhouse.com

Reality:
When SEO teams do write SEO requirements, they are
typically very broad and leave many loopholes that allow the
IT department to accidentally code things unfavorable to
SEO.
Questions to ask yourself:
Does the SEO team know how to write proper technical SEO
requirements? What are you doing to train the SEO team on
how to write proper technical documentation?

2013 SEOinhouse.com

Reality:
Best in Class SEO programs have SEO fully integrated into
every facet of the development process. Everyone from
project managers to designers and QA testers understand
how they need to work with SEO when executing their portion
of the project.
Questions to ask yourself:
Has your entire development process been audited to ensure
that SEO is integrated in the right places? Does everyone
without SEO in their title understand their impact on SEO? Do
they know when to pull in SEO? Is it happening at the right
times?

2013 SEOinhouse.com

SEO is like accounting and business law It changes. Ensure you have plans
in place to be thorough, cutting edge and playing within the new rules or
risk the penalties (even if rules are broken accidentally by one of the many
cooks in the kitchen).

2013 SEOinhouse.com

Reality:
The SEO industry changes rapidly and tactics evolve. The set
of tactics recommended 2-3 years ago is not necessarily the
same that would be recommended today.
Questions to ask yourself:
What are you doing to give certainty to management and
shareholders that the tactics and strategies being executed
are appropriate for this year? Are you certain the tactics you
employed in the past and today do not present future risks?

2013 SEOinhouse.com

Reality:
SEO is like a drug at many companies. They get a little hit
from something that works and then keep doing more of the
same thingeventually, they overdose.
Many SEO tactics work well when done right. Its exciting to
think about, and it works, for a while. However, many SEO
tactics can reach overdose very quickly, resulting in
diminishing returns. The most common offenders: link-building
tactics and dynamically-generated pages to rank for the
search tail.
Questions to ask yourself:
What tactics might your team be employing that could be
having diminishing returns? Are you at risk of this tactic
having negative consequences when you are not expecting
it? What are you doing to ensure such tactics are not
employed in the future? What past tactics/strategies do you
need to be concerned about?
2013 SEOinhouse.com

Reality:
Employee turnover is a killer for business a lot of history and
know-how walks out the door. When you have a new team,
they do not know the ins and outs discovered in the past. If
they are not senior-level SEO talent, they do not know how to
find all the issues to define an optimal roadmap.
Questions to ask yourself:
What are you doing to ensure that your new team has the
right roadmap to take SEO to the next level?

2013 SEOinhouse.com

Reality:
There are a lot of people who claim they know SEO, and can
talk-a-good-talk to non-SEO managers when interviewing.
This means your replacement may not be the right person for
the challenges they will face on the job. When
SEOinhouse.com is involved in interviewing in-house SEOs we
will easily spend 2-6 hours vetting candidates.
Questions to ask yourself:
How thoroughly are you vetting the in-house SEO? Do you
thoroughly vet their SEO skills? Do you challenge them with
technical situations they will face on the job?

2013 SEOinhouse.com

Avoid ho-hum reporting where everyone only monitors the same KPIs of the
past. Instead, you can study critical drivers for what we call SEO OperationsSM
that will predict future results.

2013 SEOinhouse.com

Reality:
Most SEO reports and dashboards are the same for
executives and practitioners, yet the dials each role needs for
effective measuring are quite different.
Questions to ask yourself:
What reports could you add that would give management
greater insight into SEO, and for comparing SEO to other
marketing channels? What could be added that better
illustrates the success of the SEO program? Is the SEO team
using more detailed SEO reporting for deeper insights and
direction?

2013 SEOinhouse.com

Reality:
KPIs are good indicators of what happened in the past, but
they do not indicate that you are going to achieve the
desired results in the future.
Questions to ask yourself:
What are you measuring and reporting on that will predict
future results?

2013 SEOinhouse.com

Reality:
The right reporting dashboards are as insightful as MRIs are to
a doctor. SEO success requires understanding of the silent but
deadly killers lurking in the organization: The strategy, the
technology and how SEO is executed.
Questions to ask yourself:
What exists that might be holding you back today or in the
future? Are you reporting on these activities?

2013 SEOinhouse.com

Reality:
Business veteran, Keith Cunningham says:
What gets measured is what gets done. What gets
measured is what gets managed. What gets measured and
reported improves exponentially.
Questions to ask yourself:
What are you measuring and how are you holding everyone
accountable? Are you reporting on what needs to improve
exponentially?

2013 SEOinhouse.com

Reality:
The ultimate success in SEO does not come as the result of
activities conducted by the SEO team or agency alone.
Questions to ask yourself:
Are you holding anyone beyond the SEO team accountable
for SEO success?

2013 SEOinhouse.com

Reality:
Solid management aims to understand what got you the wins
versus the losses. The goal is to sustain the wins, but you can
only do so by taking the following actions:

Measure progress and results

Identify the activities that led to the results
Correct and optimize the activities that led to the result
Repeat

Questions to ask yourself:

Do you really understand what activities led to the wins versus
the losses? Is this getting communicated beyond the SEO
team?

2013 SEOinhouse.com

Reality:
Most SEOs report solely on metrics pulled from search results
(rankings) and analytics systems (Google Analytics, Omniture,
etc.).
Questions to ask yourself:
What do you need to report on that is not in an analytics tool,
but needs to improve? What additional tools are being used?

2013 SEOinhouse.com

Enterprise-level companies can gain or lose millions in any given release (due
to SEO mishaps). Dont be penny wise and pound-foolish.

2013 SEOinhouse.com

Reality:
Overspending on SEO is fatal, but so is under-spending. Many
executives think of SEO traffic as free; therefore, they do
not think they need to invest much in SEO. Many SEO
budgets are less than 5% of the revenue SEO generates. In
contrast, PPC spends are a much larger proportion of the
revenue it generates.
Yet, the instant you stop spending on PPC, the traffic
disappears. In contrast, SEO traffic will coast for a little while if
you need to stop investing in it AND it actually gets a larger
portion of the clicks in the search results, without having to
pay per click.
Questions to ask yourself:
How much are you leaving on the table because you are not
investing as much in SEO as you do in other channels? What
would it cost you to get the SEO traffic volume via other
channels?
2013 SEOinhouse.com

Reality:
Each year, every company needs to invest in training for the
SEO team and the non-SEO staff who work on the website.

Questions to ask yourself:

What types of SEO training do you have planned this year?
What is your education plan?

2013 SEOinhouse.com

Reality:
Best in Class SEO programs engage a third party to conduct an
audit every 1-2 years for two reasons: (1) SEOs often put on
corporate-tinted glasses, being negatively influenced in regards
to SEO tactics. The third party perspective will ensure that the
right things are happening, the wrong things are identified, and
the innovative ideas are brought to the table. (2) Things in the
SEO industry and on your website change rapidly; the fresh set of
expert eyes will see what you missed.

Questions to ask yourself:

Did you budget for a third party to review your SEO teams work?
What are you doing to give certainty to management and
shareholders that the SEO traffic is not at risk? When is the last
time you had an expert set of eyes thoroughly assess your
website?

2013 SEOinhouse.com

The following are the most common items in SEO budgets:

SEO conference(s)
SEOmoz (most common SEO tool)
SEO keyword research tools
Enterprise-level SEO tracking tool
SEO training (for the SEO team)
SEO training (for everyone else)
SEO consulting (advisor/mentoring)
SEO consulting for large projects
SEO consulting for site redesigns
Copywriting (if no one else will do it for SEO)
SEO social media (link bait, promotion of link bait, etc.)
Keyword research (if no staff to do it)
Annual or bi-annual audit
Programming for in-custom SEO tools
SEO process assessment/organization assessment
As-needed consulting
Subscriptions
Developer budget to build tools (found in budgets of advanced Enterprise SEO Programs)

2013 SEOinhouse.com

2013 SEOinhouse.com

Organization Assessment

Its time to say Adios! to the organizational challenges that hold back your SEO program.

Executives engage SEOinhouse.com to improve SEO operationally, not only technically.

Agencies address SEO tactically, but only SEOinhouse.com knows how to address SEO
operationally.

Even if your organization is comprised of superstars, if SEO is not injected in the right places in the
right way, you will never experience operational synergy.
If you do not reach operational synergy, you will never maximize SEO potential because SEO
requires the entire organization to paddle in the same direction, as a team.

Our proprietary approach will examine your organization to get the real skinny on whats going
on, why implementing SEO isnt working as smoothly as it should, and what to do about it.

2013 SEOinhouse.com

SEO Audits & Strategy

Focus less on the what do we need to fix and more on the fixing.

SEO Audits:

SEO Strategy:

Technical SEO Audit

International SEO Audit
Mobile SEO Audit
Video Audit
Social Media for SEO Audit
SEO Reporting Audit
Why Not Ranking Audit

SEO Strategy
SEO Link Building Strategy
SEO Content Strategy
SEO Keyword Targeting Strategy
SEO Roadmap

2013 SEOinhouse.com

SEO Training & Education

Theres training (snore!) and there is I cant get enough of it ah-ha moment training. We believe in
the less snoozy sort.

Customized SEO Training

We follow a proprietary training methodology that trains for different learning styles to ensure
every attendee remembers the most crucial elements. More importantly, we get people
thinking about how to integrate SEO into their everyday activities. We are trainersnot just SEO
gurus armed with a PowerPoint presentation.

In-house SEO Exchange

A closed-door workshop and online community specifically for non-agency SEOs, designed by
in-house SEOs for in-house SEOs. Its an intimate, facilitated, open-the-kimono atmosphere
where you can ask anything and get a candid answer not laced with expectations for a sale.
Get insider tips and tactics from some of the industrys best in-house search marketers. Past
speakers have included top SEOs from eBay, AT&T, Adobe, Shopzilla and many more. Workshop
curriculum and topics are attendee driven, and no subject is off limits.

2013 SEOinhouse.com

Redesigns & Migrations

So many risks. So many anti-SEO requirements & restrictions. This when its time for 3rd Party
expertisefrom someone who knows enterprise-level technical SEO.

Few SEOs have the experience integrating SEO successfully in website redesigns. We know the
process, and we know how to identify the requirements that paint a box within which the IT
department can code. We know enterprise-level development, its challenges, the unexpected
loopholes, and how to work with the various stakeholders. We minimize risk, maximize potential,
and ensure smooth operations post-launch.
We have a methodology for enterprise-level redesigns (yes, we said the m word). We have an
approach that works so that you can breathe easy on the day of launch and watch your SEO
key performance indicators soar. Get it right, before you launch your fancy new site so you can
avoid the SEO scramble post-launch.

2013 SEOinhouse.com

Common Challenges We Fix

Common challenges that cause companies to hire SEOinhouse.com

SEO is left out of project discussions

SEO is executed solely by the SEO team, yet others have to do what needs to be done
You are having the same discussions you had 6 months ago
You need other roles to do SEO, but it hasnt happened yet
You are bringing SEO in-house for the first time
You have an SEO program and want to take it to the next level
You need a roadmap for what to do, in what order, so that you can focus on execution
You take 2 steps forward, and 1-3 steps back
You have a major project/redesign/migration that your team hasnt faced before
You need a trusted advisor with 10+ years of enterprise-level SEO experience on your team
You need to fill knowledge gaps on your SEO team
You need a technical SEO to work with your in-house SEO team, to get things right the first
time
You need SEO integrated into everyday business activities throughout the organization
2013 SEOinhouse.com

About SEOinhouse.com

An enterprise-level consultancyNot an agency. There is a big a difference.

SEOinhouse.com knows enterprise-level Internet marketing. We are the experts at in-house

programs that leverage in-house resources and opportunities to their maximum potential. We
deliver sustainable, scalable and successful strategies that you can actually implement in your
world, with your legacy systems, challenges, and hurdles.
We sit where marketing and IT converge. We understand what is going on in both worlds and
how to integrate the two.
We are marketing-to-IT translators. We know both languages. We can speak IT in one sentence
and marketing in the next.
Plain English is our native language. We dont throw around jargon you may not understand. We
recognize the audience and remove the jargon as needed, opting for plain English that even
grandma would understand.
We are marketing operations and process experts. We can see multiple spectrums, agendas,
and processes while understanding where and how they need to merge. We put things in place
to integrate search marketing into everyday business activities.

2013 SEOinhouse.com