The In-House SEO session at the PubCon Regional event in Austin was moderated by Joe Laratro, President of Tandem Interactive and featured me along with Peter Leshaw and Tron Jordheim. Of course, I didn’t take any notes during my presentation (obviously), but I did jot down a few thoughts from the others:
Practical Ways of Leading Your SEO Team
- Build your case and tell your story. Dashboards are great for illustrating data [Note: This was a central theme throughout the day. Melanie brought it up in her keynote, I mentioned it in my presentation as did many others. Gone are the days when you can just talk about traffic stats – you have to find a way to tie SEO back into revenue.]
- Build your team – Personal Growth through Networking
- Help them to understand the industry and what it’s about. Not just SEO industry, but the industries you’re working in/with
- Provide them with tools to expand their knowledge
- Things change all the time – it’s important to keep on top of new techniques and strategies
- Give the team time to read blogs and such to help them learn and bring knowledge back to the team.
- Pro-bono work can help build skills as well as help worthy causes.
- Watch those who work outside the company. Don’t forbid, but keep track.
Tron Jordheim – CMO of StorageMart
Tron had some very interesting thoughts about local SEO:
- Self-Storage is really a “brick and mortar” operation, but things have changed and now there is a need to be more “e-commerce”
- More than 55% of StorageMart’s business comes from online sources
- Operating in 2 countries
- Several language differences:
- English (U.S. and Canada)
- Competition is huge in the self-storage business
- Everything in SEO
- Back in the day, the Yellow Pages was the local search engine
- Now there are tons of options to help people find what they’re looking for
- For StorageMart, Organic search brings the most conversions when customers get to the website
- Even though a lot of people come in online, the majority still call, and some drive down to their local place. It’s important to tie phone and in-person conversion back to online where appropriate.
- It’s good to simplify the process as much as possible – the challenge is to figure out what not to do.
- Try to figure out where your customers are and be there, too.
- Locations? Local is key. What directories serve where you have locations?
- Sometimes when you’re too close to a situation, outside vendors can help you see things better.
That last point is very valid. Sometimes it does take another set of eyes to see through challenges to better solutions. Outsiders can also give you a fresh perspective on how you might be able to do things better.
Let me also take this opportunity to bring up the new SEO/SEM organization being formed in Austin: ATXSEM.org. You have an opportunity to get in on the ground floor of what will surely be an excellent information-sharing and networking group!
I highly encourage you to attend the next PubCon event which will be held April 22-25, 2013 in New Orleans, LA. This one-day event was great, but the full 3-day PubCon is even better. I will be presenting in a couple of sessions, moderating another and participating in a live site review. It’s going to be great – click the link above for more details.