in house
Reporting & Scorecarding for Management
Friday, September 5th, 2008 | in house, industry events | No Comments
SMX East 2008 is just around the corner. Boasting three days of sessions, keynotes, and networking activities, SMX is an opportunity to mingle with some of the greatest minds in internet business.
I’ve been attending search conferences for years, including several SMX events, and look forward to the opportunity to return the favor by sharing my knowledge and expertise with the search marketing community. I’m thrilled that SMX East will be my conference speaking debut. What better place to first take the stage than the greatest city in the world with the premier search engine marketing conference? I am truly humbled.
I’ll be speaking at In House Day, a track focused on addressing the challenges of in house (as opposed to agency or consulting) SEO. The focus of my presentation is Reporting and Scorecarding for Management. I’ll share key learnings from my experience managing the organic search for nine distinct domains, many with their own Executive Leadership but all under a single Board of Directors.
There are three key components in my Executive Management reporting regime;
- Monthly Report (aggregate and by domain)
- Scorecard (updated as often as monthly)
- Impact/Effort Chart (for prioritizing initiatives)
The presentation will outline each of the above reports as well as key metrics and tips for the audience to leverage in complex multi-property reporting to an array of senior stakeholders.
See you there!
Leveraging Linkedin for SEO
Thursday, June 28th, 2007 | in house, link building | No Comments
Sadly, Linkedin links no longer pass value. (6/2008)
Helen of non~linear creations wrote a great article earlier this week about Effective Marketing on Linkedin. Linkedin is frequently critiqued on it’s value as a social networking tool, but with 11 million users (Really?!) they must be doing something right. In her article, Helen speaks to a number of strategies that can be used for marketing on Linkedin.
Her article includes a section called, “Supporting Your SEO”. In this section she suggests sending a company-wide email requesting a link back to the company website. I did just that a couple of months ago in my organization. If you do SEO work in-house, this is one more touch-point in the education and empowerment of individuals with respect to SEO and the success of the corporate website.
Linkedin provides quality back links from public profile pages. By leveraging individuals on a large scale (like in a corporate environment) and controlling the anchor text and destination URLs, this strategy can help with rank. Simple Equation: (Quality Back Links + Keyword Driven Anchor Text) x Lots of Staff Members = Good Stuff.
4 Tips to make your In-House Linkedin SEO Campaign a Success
- Make it a big deal. The subject line of my email was, “You Can Help (Company) SEO Through Linkedin!” When you see people in the halls, at the water cooler, wherever, bring it up. If you participate in company conference calls that include a wrap-up round table discussion, bring it up.
- Provide concise step-by-step instructions. I provided six step instructions, and still got questions. Also, be sure to identify the anchor text you want used. You never know what they will come up with on their own.
- Lead the leaders. Give everyone a few days, then knock on office doors. “Excuse me, CEO, do you have five minutes so that I can walk you through updating your Linkedin profile? I know you are busy, and it will be quicker for you if we walk through it together.”
- Follow-up. Be persistent. Send a follow-up email to those who have not participated and link to the CEO’s public profile as an example. Believe me, it is an excellent motivator to the tardy recipients that the Head Cheese found it important enough to contribute.