Agility + Automation: The Optimization Dream Team

Transcript

1. Agility + Automation: The Optimization Dream Team Pat Reinhart VP, Services & Thought Leadership Conductor /in/patrickreinhart/ Speakerdeck.com/preinhart
2. Who Is This Guy? • VP, Services & Thought Leadership @ Conductor • 20 Year SEO Veteran • Bitmoji Enthusiast • Jaded Jets Fan Hi, I’m Pat.
3. How Fast Do You Get Things Done? How Much Time Do You Spend On Strategic vs. Tactical Work?
4. SEO CONTENT DEV Content Ideas / Optimizations Technical Fixes Content Creation / Updates Implementation
5. SEO CONTENT DEV TECH Creates Agility
6. Broom Closet
7. Not Using Tech Using Tech You got this buddy!
8. 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
9. REALITY: SEO IS A TEAM SPORT
10. PROBLEM: NOT EVERYONE KNOWS THEY’RE ON THE TEAM
11. Executives This $#!T Takes Too Long.
12. That’s Not The Right Way To Look At It… IT Doesn’t Take Too Long, WE Take Too Long.
13. If This Sounds Familiar, This Is You. Silos Bad Process Bad Communication Flat Growth. =
14. You Should Be This. High Growth. No Silos Good Process Good Communication =
15. Publish a New Web Page? VS HIGH GROWTH FLAT GROWTH 2 WEEKS 2 MONTHS
16. Change A Title Tag? VS HIGH GROWTH FLAT GROWTH 3 DAYS 8 WEEKS
17. Fix A Technical Issue? VS HIGH GROWTH FLAT GROWTH 1 SPRINT DEPRIORITIZED
18. V “It takes us 6 months to update a title tag” - Fortune 500 Customer
19. Weekly Tactical Activities 72% Tactical Activities Everything Else (many of which can probably be mostly automated)
20. V IF YOU’RE SLOW = FLAT GROWTH Silos Bad Process Bad Communication
21. AGILITY DRIVES REVENUE No Silos Good Process Good Communication
22. BUSINESS GOALS TRAFFIC CONVERSIONS REVENUE
23. AGILITY METRICS CONTENT TIME-TO-LIVE CONTENT CHANGE TIME-TO-LIVE TECHNICAL CHANGE TIME-TO-LIVE
24. So, What Do I Do?
25. It’s time to look in the mirror and be honest with yourself y’all. Are you a flat growth or high growth company?
26. 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
27. SLOW SLOWS YOU DOWN TOO MUCH BACK & FORTH
28. This Is A Problem
29. REPORTING AUDITING DATA PULLS
30. WHY?!?
31. PUSHING BUTTONS SLOW SLOWS YOU DOWN
32. 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
34. ADOPT AN “ALWAYS ON” MENTALITY
35. 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
36. I can do this myself! I can do this myself!
37. Yea, you can!
38. 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
39. It Should Look Like This …Research…DONE …Tagging…DONE …Content Outline…DONE …Optimization Suggestions…DONE
41. 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
42. 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
43. Automated Website Monitoring
44. Automated Collection & Alerting
45. Automated Content Change Detection
46. 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
47. Always On Technology Is Always Running Scheduled Reports Specific To Each Stakeholder Weekly Stakeholders Actively Reviewing, Owning, & Actioning This Should Be Automated
49. PROCESS CHANGE YOU
50. SEO CONTENT DEV TECH Content Ideas / Optimizations Content Creation / Updates Implementation Enabling Agility + Automation Across The Organization
51. Broom Closet
53. Thanks y’all!