Agility + Automation:
The Optimization
Dream Team
Pat Reinhart
VP, Services & Thought Leadership
Conductor
/in/patrickreinhart/
Speakerdeck.com/preinhart
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Who Is This Guy?
● VP, Services & Thought
Leadership @ Conductor
● 20 Year SEO Veteran
● Bitmoji Enthusiast
● Jaded Jets Fan
Hi, I’m Pat.
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How Fast Do You Get
Things Done?
How Much Time Do You
Spend On Strategic vs.
Tactical Work?
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SEO CONTENT DEV
Content Ideas /
Optimizations
Technical Fixes
Content Creation /
Updates
Implementation
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SEO CONTENT DEV TECH
Creates Agility
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Broom
Closet
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Not Using Tech Using Tech
You got
this buddy!
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SEO CONTENT DEV TECH
Can’t Get
Buy-In or
Anything
Implemented
Creating
Content Not
Informed By
Search
Knocking Out
Other Projects
Not Adopted
By The Larger
Organization
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REALITY:
SEO IS A TEAM SPORT
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PROBLEM:
NOT EVERYONE KNOWS THEY’RE ON THE TEAM
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Executives
This $#!T
Takes Too
Long.
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That’s Not The
Right Way To
Look At It…
IT Doesn’t Take
Too Long, WE
Take Too Long.
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If This Sounds Familiar, This Is You.
Silos
Bad Process
Bad Communication
Flat Growth.
=
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You Should Be This.
High Growth.
No Silos
Good Process
Good Communication
=
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Publish a New Web Page?
VS
HIGH GROWTH FLAT GROWTH
2 WEEKS
2 MONTHS
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Change A Title Tag?
VS
HIGH GROWTH FLAT GROWTH
3 DAYS
8 WEEKS
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Fix A Technical Issue?
VS
HIGH GROWTH FLAT GROWTH
1 SPRINT DEPRIORITIZED
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V
“It takes us 6 months to update a title tag”
- Fortune 500 Customer
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Weekly Tactical Activities
72%
Tactical Activities
Everything
Else
(many of which can probably be
mostly automated)
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V
IF YOU’RE SLOW =
FLAT GROWTH Silos
Bad Process
Bad Communication
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AGILITY DRIVES
REVENUE No Silos
Good Process
Good Communication
It’s time to look in the mirror and be
honest with yourself y’all.
Are you a flat growth or high growth company?
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Look For Inefficiencies In Your Processes
& Eliminate Them
2 DAYS
CONTENT REVISIONS
SEO DEV
APPROVALS
WEEKS HAVE GONE BY. WEEKS!
LOST
TIME
LOST
TIME
LOST
TIME
APPROVALS
SEO CONTENT
2 DAYS 2 DAYS 5 DAYS 5 DAYS 5 DAYS 7 DAYS
LOST
TIME
Here’s An Example Of A Typical Content Creation Process
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SLOW
SLOWS YOU DOWN
TOO MUCH
BACK & FORTH
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This Is A
Problem
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REPORTING AUDITING DATA PULLS
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WHY?!?
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PUSHING
BUTTONS SLOW
SLOWS YOU DOWN
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I manually
create monthly
reporting
We manually
run audits
every 30 days
I manually create
title tags & meta
descriptions
We manually pull
data for reports
I manually
create monthly
reporting
We manually pull
data for reports
We manually
run audits
every 30 days
I manually create
title tags & meta
descriptions
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No content
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ADOPT AN “ALWAYS ON”
MENTALITY
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Speed Up Your Content Process By
Educating & Automating
Best Practices / Tactics
Best Practices / Tactics
I can help you
research + write
content
I can help you
monitor your site
Tech Enablement
Tech Enablement
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I can do this
myself!
I can do this
myself!
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Yea, you can!
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Instead Of Doing This
2 DAYS
CONTENT REVISIONS
SEO DEV
APPROVALS
WEEKS HAVE GONE BY. WEEKS!
LOST
TIME
LOST
TIME
LOST
TIME
APPROVALS
SEO CONTENT
2 DAYS 2 DAYS 5 DAYS 5 DAYS 5 DAYS 7 DAYS
LOST
TIME
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It Should Look Like This
…Research…DONE
…Tagging…DONE
…Content Outline…DONE
…Optimization Suggestions…DONE
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No content
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2-3 Days
AUDIT 1-2 Weeks 1-2 Weeks
How Most Companies Run Technical Site
Audits
This is a problem
This is a problem
Push Button
Tech
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Always On
This Should Be Automated
Technology Is Always Running
Preset Alerts Based On What
You Want To Look Out For
Real-Time Alerting
Alerts Go Directly To The
Web Team & Are Fixed
Regular Check In’s w/ SEO
Team
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Automated Website Monitoring
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Automated Collection & Alerting
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Automated Content Change Detection
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2-3 Days
DATA 1-2 Weeks
This is a problem
This Shouldn’t Be The Only Time
People See Progress
How Most Companies Do Reporting
Push Button
Tech
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Always On
Technology Is Always Running
Scheduled Reports Specific To
Each Stakeholder
Weekly
Stakeholders Actively Reviewing,
Owning, & Actioning
This Should Be Automated
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No content
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PROCESS
CHANGE
YOU
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SEO CONTENT DEV TECH
Content Ideas /
Optimizations
Content
Creation /
Updates
Implementation Enabling Agility +
Automation
Across The
Organization