Laurens Mauquoi presentation "How to biuld an international in-house SEO team" during Power of Content Marketing Conference in Warsaw, May 2014

1. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
Berlin, May 2014
How to build an international in-house
SEO team

2. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
Who is Tirendo?
Tirendo – #1 shop for your car
2
- Online sales of tires, car parts and accessories
- Berlin based e-commerce
- Active in 12 countries, including Poland
- Belongs to the Delticom-Tirendo group
- Largest online retailer of tires in Europe

3. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
Who am I?
3
Laurens Mauquoi – Team Lead SEO Off-page
- Joined Tirendo in October 2012
- Content Marketing and Social Media
- Set up the SEO team in its current form
- Speaks 7 languages fluently

4. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
The next steps
Agenda
4
1. What does it mean to build an in-house team?
- Challenges of going international
- Advantages of doing SEO in-house
!
2. How to build an in-house team?
- Structure of the team
- What profiles should you be looking for?

5. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo 5
What does it mean to build
an international SEO team?

6. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
Building an international in-house SEO team
What does this mean?
6
1. Different countries, different languages
!
2. Different mentality and culture
!
3. More workload than you think
Going international means a lot of challenges

7. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
Building an international in-house SEO team
Different countries, different languages
7
Europe means 28 countries!

8. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
Building an international in-house SEO team
Different countries, different languages
8
The EU counts 24 official languages.
You want to reach your costumers in all these countries?
!
You need websites in different languages!

9. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
Building an international inhouse SEO team
Different mentality and culture
9
Lack of international culture
There is a German A Swedish A Polish culture
You need to understand these cultures:
!
1. To reach your customers
2. To work with partners

10. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
Building an international in-house SEO team
More workload than you think
10
Doing SEO internationally means:
!
1. Having a website in different languages
2. Working with partners in all countries
3. Content marketing in different languages
!
!
!
!
SEO is an ongoing process -> always new pages, features and partners

11. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
Advantages of doing SEO in-house
Why do SEO in-house?
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The advantages are clear
!
1. Control the process and the quality -> Important in times of Google updates
!
2. Better international scalability -> Something worked in Poland, let‘s try it in
Germany
!
3. More durable -> recruiting, schooling and working with the same people

12. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo 12
How to build an in-house team?

13. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
How to structure the team
The classical structure
13
Head of SEO
Responsible
France
Technical
Linkbuilder
Content
Responsible
Poland
Technical
Linkbuilder
Content
Responsible
Sweden
Technical
Linkbuilder
Content

14. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
How to structure the team
The Tirendo structure
14
TL Onpage
DE/AT/CH FR NL/BE PL IT
TL Offpage
DE/AT/CH FR NL/BE PL IT

15. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
How to structure the team
Advantages
15
1. Less people
2. Scalable
3. Very flexible
4. Easy to implement
5. Can be done at an early stage of the company

16. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
How to structure the team
Two keys to success:
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Work divided by skills means:
!
Advantage for the SEO:
▪ SEOs can specialize
▪ in what they are best at
▪ in what they like most doing
!
Advantage for the company
▪ SEO is faster on a certain level
!
Division by Skills

17. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
How to structure the team
Two keys to success:
17
Native speakers:
▪ Understand the culture and the language
▪ Can relate to the life of the partners
▪ Will get a better overview of the local SEO scene
▪ Are able to get better deals
!
And there is more potential!
!
If your native speakers are any good, they can enter the local SEO scene!
Native Speakers

18. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
How to structure the team
What makes a good SEO?
18
Profiles should depend on the type of SEO
The Content Guy
!
!
The Linkbuilder
!
!
The Technical Geek
!
!

19. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
How to structure the team
What makes a good SEO?
19
The Content Guy
!
- Affinity for languages
- Creativity
- Structured thinking
!
Background
Journalism, literature,
cultural studies etc.
!

20. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
How to structure the team
What makes a good SEO?
20
The Linkbuilder
!
- Open and good with
people
- Negotiation skills
- Creativity
- Structured thinking
!
Background
Business development,
sales
!

21. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
How to structure the team
What makes a good SEO?
21
The Technical Geek
!
- Structured thinking
- IT knowledge
- Affinity for technical
stuff
!
Background
IT, UX, mathematics etc.
!

22. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
How to build an international in-house SEO team
22
Thank you for your attention

23. © Tirendo Holding GmbH 2014
Laurens Mauquoi – Team Lead SEO Offpage
internal use only - Tirendo
How to build an international in-house SEO team
23
Laurens Mauquoi
laurens.mauquoi@tirendo.com
+49 30 20 99 36 131
!
Tirendo Holding GmbH
Zinnowitzer Straße 8
10115 Berlin
Germany
!
!