SOAR with AI: team growth and success in an AI world

Join Travis as he unravels the secrets behind his remarkable journey at Brainlabs, doubling his SEO team to over 70 experts in just two years. He'll share actionable insights on fostering a culture of continuous improvement by nailing the basics, cultivating SEO advocates across departments, and leveraging intelligent analytics to grow your career and team in an AI world.

Transcript

1. 1 SOAR with AI: Team success & growth in an AI world Travis Tallent VP, SEO @ Brainlabs Speakerdeck.com/travistallent /travistallent/ @tallentspeaks
2. 2 2 Jan, 1983 Let’s rewind to
3. 3 3
4. 4 4
5. 5 5
6. 6 Internet The dawn of the internet
7. 7 7 Visionaries see a future of telecommuting workers, interactive libraries and multimedia classrooms…Commerce and business will shift from offices and malls to networks and modems. -Clifford Stoll, 1995 Baloney.
8. 8 8
9. 9 9 Nov, 2022 The world changed
10. 10 10
11. 11 11
12. 12 FOBO (fear of becoming obsolete) /travistallent
14. 14 Your job is to obsolete. become /travistallent
15. 15 Change is the only certainty Status Quo Shoc k Chao s Integratio n New Normal Resol ve Time Performance /travistallent
16. 16 Change is the only certainty Status Quo Shoc k Chao s Integratio n New Normal Resol ve Time Performance /travistallent
17. 17 Bold prediction: I don't think AI/LLMs are "coming for your job." Rand Fishkin Cofounder of Sparktoro In fact, I'm willing to bet $5,000 (in a charitable donation).
18. 18 18
19. 19 CMO Director Manager Specialist AI AI will be in your org structure /travistallent
20. 20 CMO Director Manager Specialist AI The fear is this… /travistallent
21. 21 CMO Director Manager Specialist AI Your job is to stay above AI in the hierarchy /travistallent
22. 22 Brainlabs has seen a 400+% increase in SEO revenue growth in 3 years $ $$$$ $$$ $$
23. 23 S O A R Streamline Orchestrate Automate Reposition /travistallent
24. 24 Streamline the basics
25. 25 matters more than knowing more. Streamline Caring more /travistallent Dharmesh Shah Founder & CTO of Hubspot
26. 26 Align your SEO KPIs to Business KPIs SEO KPIs Keyword Ranking Organic Traffic Site Engagement Conversions Set-up Business Objectives Share of Voice New Audiences Lifetime Value (LTV) Revenue Customer Tracking Streamline /travistallent
27. 27 Streamline Start with revenue Build for audience
28. 28 Silence is a threat, not a relief. Streamline Quarterly Roadmapping Monthly performance Weekly status /travistallent
29. 29 Orchestrate your team
30. 30 Orchestrate Your boss can’t be the only one who believes in SEO. /travistallent
31. 31 Get stakeholders in the room SEO Strategy Flywheel 01 02 03 05 04 Quarterly Opportunity Analysis Discovery Meeting Measurement SEO Roadmap Implementation Orchestrate /travistallent
32. 32 Create a culture of SEO advocacy Brainlabs & MARS Petcare Playbook Partnership Playbook Orchestrate /travistallent
33. 33 Automate monotony
34. 34 Automate Anything done thrice should be automated. Daniel Gilbert Global CEO
35. 35 The root of all automation is human Automate /travistallent
36. 36 The human loop feeds innovation Automate /travistallent
37. 37 The human *can* care more Automate /travistallent
38. 38 Automate /travistallent
39. 39 Automations don’t just save time QA Checklist Automate /travistallent
40. 40 The human loop is essential for quality CMO Director Manager Specialist AI /travistallent
41. 41 Reposition focus
42. 42 Reposition The difference between fear and confidence is knowledge. /travistallent
43. 43 Data is needed for better AI outputs Reposition /travistallent
44. 44 But data isn’t a cure all Reposition /travistallent
45. 45 Change is the only certainty Status Quo Shoc k Chao s Integratio n New Normal Resol ve Time Performance /travistallent So what happens in this new normal?
46. 46 The new normal could save your life, or your loved one’s. /travistallent /travistallent
47. 47 Today…
48. 48 is Justin’s birthday!
49. 49 HBD, Justin!
50. 50 career step? SOAR How will you into your next /travistallent
51. 51 Your personal KPIs to guide you through an AI world /travistallent
52. 52 Next steps for the AI world /travistallent
53. 53 you Thank you!