This year was my first presentation at pubcon and I was super excited to get the opportunity to participate. The area of my presentation was to evaluate how to be an effective in house SEO and I was lucky enough to be on the panel with Aaron Shear, Tony Adam, Jessica Bowman and Scott Polk. Lou Ragg was the moderator which in Vegas was pretty cool.
The main topic of all our talks was how do you convince your company to support you in doing SEO and the talks split into two fronts… play company politics or push positive results and momentum. I was definitely in the second bucket.
I essentially had 5 points:
- You must be aligned with your companies #1 goal in SEO
- Discard everything but that target: eBay = ROI, facebook = user growth
- sometimes you can get support just by measuring how much value seo is generating
- whatever happens you are in a measurable field, you can quantify your impact and so be that guy, measure your results and hang your hat on them
- do something simple and get a result to build credibility…
- for example a really really small thing like swapping “<company name> | <page title>” to “<page title> | <company name>” can drive results and doing that and instantly driving the company’s #1 goal is so powerful
- double down
- you got a result… now get more. Keep it small, keep it coming and show that you are an expert
- I think this momentum building is 10x more positive as an approach rather than going out and producing a powerpoint strategy deck
- now start to share your success, start to teach people how to do it themselves. Build that powerpoint and let the senior folks know what you need to do even more.
I think this is the secret to be successful in almost any internet marketing role to get success. You can be the person who says “I am positive”,”I can do more with less than you believe” and above all let your work speak for itself and you can do no wrong.