Pubcon Austin presentation - SEO Campaign Management : How Not to Get Fired. Presentation includes, internal set-up and seo agency management tools, platforms for seo success, tools to stay smart on seo trends, how to add value as a seo consultant, and seo audit examples. For more information follow on Twitter at www.twitter.com/jloomstein and www.twitter.com/crown_partners.

1. SEO Agency and Campaign Management
How Not to Get Fired…..
Presented by:
James Loomstein
Sr. Consultant
Crown Partners
@jloomstein

2. Wait, About Me….
• Integrated
marke,ng
professional
with
over
10
years
of
direct
adver,sing
agency
experience
• Extensive
exper,se
in
core
marke,ng
–
including:
– Local
search
marke,ng
– Pay
Per
Click
(Google
AdWords)
– Search
Engine
Op,miza,on
– Insights
and
Web
Analy,cs
(Google
Analy,cs)
– Marke,ng
Strategy
– Brand
Posi,oning
– Targe,ng/Segmenta,on
• Plus
–
I’m
a
dad,
husband,
and
Dallas
sports
junkie
• I
sit
in
your
spot
and
use
tools
like
these
to
build
my
agency
• And,
If
I
wasn’t
doing
this
-­‐
I’d
love
to
be
a
PGA
tour
player,
or
storm
chaser

3. The New Reality……
I was suppose to write something witty here…
But
the
reality
is
this
If consumers don’t know our clients are out there,
they never get the OPPORTUNITY to be considered
The Customer Is In CONTROL
Our companies, clients, products, services, brands, reputations, etc. are now a
search result…

4. GE
CHALLEN
So What’s the Fundamental Problem We All
Face?
• SMBs: Time, resources, knowledge
• Corporation: Too much budget, directionless, management
• Your client: Justifying value for your service
• Your company: Scalability, repeatability, duplicating yourself
The #1 problem all businesses face is obscurity --- If they don’t know
you…..They can’t buy from you.

5. Overview
• A little background
• A little GSD process
• Some tools, platforms, and services to care about
• 10 step “short and long term” strategy
• And five things you can do today to impact your clients
and show value starting today

6. Step 0 – Standardize Your Process
• Identify your team
• Create boiler plates
– Contracts
– One-pages
– Bios
– Kick-off documents
– Job postings
– Client questionnaires
• Standardize tools
• Develop a playbook
• Build your outsourced
support team

7. Step 1 - Kickoff
• Client questionnaire
• Internal set-up (basecamp, harvest, highrise, quick
books, evernote)
• Competitive audit (client / competitor /keywords)
• Email access you@clientdomain.com (if required)
• Reporting / analytics access
• Google alerts (brand, c-level, keywords, competitors)
• Find the quick win first (stop boiling the ocean)
If you don’t know where you’re going – any road will get you there.

8. Internal set-up
• Create single source view of your clients, projects, tasks, and
team
• Leverage automation tools to reduce non-billable tasks
• For billing purposes I recommend Freshbooks, Zoho, Quickbooks

9. Client audit example
• Client Problem: Understand the digital landscape
• Tool set: Screaming Frog, SEOMOZ, Webpagetest.org, SpyFu, and
social sites
• Time: 1-2 hours
• Process: Competitors, keywords, tools

10. Step 2 – Execute (GSD)
• Monthly tasks list
• Weekly check-in
• Scheduled reporting
• Identify opportunities
• A couple of ideas….

11. Step 3 – Keep adding value
• Invest in yourself and your client (on your dime)
– Editorial calendar
– Press releases / blog mock-ups
– Client specific events (webinar, conference, newsletter)
– Industry trend updates (RSS/Google Alerts)
– Reporting engine (Raven, MySEOTool.com, etc.)
• Host events
– Brainstorming session
– Happy hour sponsorship / working lunches
• Find new types of content to create
• Remember that clients don’t know what they don’t know
• You’re a partner – not a monthly marketing expense

12. Step 4 – Standardized toolset
Business PPC SEO Competitive
Highrise Buffer Merge words Yellowpipe Muckrack
Basecamp Pocket WordWatch Seo-browser.com Followerwonk
Quickbooks Scribe Callrail SEOMOZ Builtwith.com
Evernote Tweetadder WordTracker Whitespark SEMrush
Harvest Twitterfeed Hitwise Hittail.com SearchMetrics
Boomerang Fliptop SpyFu Crazyegg KeyCompete
Hootsuite Rapleap Google Trends MySeoTool.com AllTop
CrazyEgg Screaming Frog SocialMention

13. Step 5 - Don’t leave money on the table
• Yes, we do that
• Outsource (know your margins)
• Automation tools
• Build your team
• The objective is scalability / repeatability

14. Step 6 – Stay smart
SEO
Content
Marketing
Industry
Trends

15. Step 7 – Network yourself
• Create platform partnerships that you can leverage
• Let clients/partners generate leads for you
• Be seen and known in the market
• My personal goals
– 1-2 lunches/month
– 4-6 events/month
– 2-4 webinars/month
– 1 conference/quarter
– 15 minutes Google Reader/day
“Nobody ever got a client sitting at home waiting for the phone to ring.” - me

16. Step 8 – Keep perspective
• Know your margins
• Identify how much non-billable work goes into a billable hour
• 200K in sales = $100,000 in salary
• Standardize reporting template to streamline the process
• Identify the spots that you can add value immediately – get
the quick wins
• You’re not charging enough

17. Step 9 - My final thoughts…
• Stop chasing shinny objects
• Replicate, scale, iterate, repeat
• Its all sales
• Perfection is the enemy of good
• Invest in the tools that either save you time, make you
money, or make you look smarter

18. Connect with Me…..
CrownPartners.com
jloomstein@crownpartners.com
Twitter.com/jloomstein
Linkedin.com/in/Jloomstein
James Loomstein, MBA
Sr. Consultant
Crown Partners