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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

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1. Good People

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2. Constantly evolving

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3. Measure

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4. Employ for attitude

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5. Difference is good

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6. Don’t settle

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Thanks :-)

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www.varn.co.uk @VarnMedia linkedin.com/in/tomvaughton linkedin.com/company/varn