Agility + Automation: The Optimization Dream Team

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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

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BUSINESS GOALS TRAFFIC CONVERSIONS REVENUE

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AGILITY METRICS CONTENT TIME-TO-LIVE CONTENT CHANGE TIME-TO-LIVE TECHNICAL CHANGE TIME-TO-LIVE

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So, What Do I Do?

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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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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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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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PROCESS CHANGE YOU

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SEO CONTENT DEV TECH Content Ideas / Optimizations Content Creation / Updates Implementation Enabling Agility + Automation Across The Organization