How to develop a winning SEO
team: What Search Marketing can
learn from Formula 1
Tom Vaughton | Varn
https://www.slideshare.net/varnmedia/
@VarnMedia
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Quick introductions...
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1999
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11 Years of Varn SEOing
We love all things SEO, it’s what makes us tick
Our team share a love of data, analytics & have a fierce competitive
streak to ensure our clients’ websites thrive
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Did you know SEO is like Formula
1?
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Lockdown binge watching got me
thinking...
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I couldn’t help but compare
similarities between the SEO
industry….
& the competition that is F1
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It’s a zero-sum game
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There are only 10 spaces on page
1 of a Google search*
*this can slightly depend on what you search ☺ but you get the point
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You need to be there if you want
to be a winner
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How you get a podium finish in F1 is
controlled by the car’s engine,
aerodynamics, support team, strategy,
competitor knowledge and driver.
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In our SEO world, we similarly are
impacted by multiple factors that
will influence the ranking of a
website
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What should you focus on to build a
winning SEO team & make sure you rank
no. 1 on Google ahead of your
competition?
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Using our parallel world of F1, let’s
explore how to make sure your
competition is not beating you to the
podium spots
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Here are the 4 things to clearly
define and succeed at for an SEO
team to be successful
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1
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The Driver
=
The Decision Makers
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There is no point having a great
Technical and Content Marketing team
if the strategy and client management
decision making is littered with
mistakes
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2
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The Competition
=
The Competition
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A winning SEO team will really
understand what the competition is
up to and why they perform better
or worse than them
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3
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F1 Aerodynamics
=
Technical SEO
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A winning SEO team spends as much
time on Technical SEO as content
creation
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4
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The F1 engine
=
Content Marketing
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A winning SEO team will be able
to focus effort to create leading
engaging content
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In summary
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The F1 Engine =
Content Marketing
The F1 Aerodynamics =
Technical SEO
The Driver =
The Strategy and
Marketing Manager
The Competition =
The Competition
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Make sure your SEO team is a
team
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A few additional things to
think about when building
an effective business team,
learnt from the last 20 years