Talk from Ungagged 2017 on how to scale and grow your seo delivery quickly and effectively

2. H A N N A H T H O R P E
Scaling your SEO
Services in 2018.
@hannahjthorpe

3. A little about me…
Managing
Director
at
White.net
Technical
SEO
&
Content
Marketing
Range
of
brands
– Luxury,
Travel,
Retail

4. There’s so
much changing
in digital

5. Machine Learning

6. Personalisation

7. Automation

8. Information Overload

9. When should
you invest
more in SEO?

10. 0
10
20
30
40
50
60
70
80
0 5 10 15 20 25
Rapid
Growth
DeclineStagnant
Performance

11. Why
Invest? Why
not
to
invest?
Stagnant
Performance
Opportunity
to
fast-­‐track
to
rapid
growth
Lower
revenue
Cash
flow
Rapid Growth Lots
of
revenueto
reinvest
Limit to
ability
to
deliver
product/service
Limit
to
size
of
market
Decline Recover
lost
revenue Not clear
how
long
this
trend
will
last

12. When SEO will have an impact can be a
bit of a gamble

13. You might have some insight…
Time working on
site
Google
algorithm
changes
Experience in
SEO
Competitor
knowledge Historic data
And so much
more…

14. But it’s really hard to be sure!

15. We need
maximum return
for minimum
effort

17. Have the right people
Find time savers
Invest money effectively

18. Invest Money Effectively

19. 3X Rule

20. Invest in Technology
Does it save you time across
multiple clients?
Does it have lots of different
uses?
Does it provide better/more
accurate data?
Does it free up your team’s
headspace for other tasks?

21. Invest in growing tools…

22. Eliminate your ‘most hated’ tasks
Stop doing tasks
you always
procrastinate on or
hate. Someone
else can do them
better and faster
than you.

23. We don’t…
Cold call for
new business
opportunities
Manually find
outreach
targets or
email
addresses
Find venues
for client
entertainment

24. Plan your
budgets
including your
FUF

25. If you’re saving
money, that
means you may
need to invest
more time…

26. Find Time
Savers

27. Organise Automate Template

28. Preparation time
is key

29. Dapulse

30. Batched

31. Processes you need
Client onboarding Sales Work Delivery
Complaint
Handling/Escalation
1-­‐2-­‐1’s Marketing

32. Automate time
drains

33. Little Warden

34. Content King

35. Template all the
things

36. Onboarding
Process

37. Ask Wonder

38. Upwork

39. Stylifyme.com

40. Xtensio
Persona
Builder

41. Dataminer

42. Performance Changes

43. For maximum
return, you
need it to be the
right people’s
time…

44. Find the Right People

45. Personas
THE
PLAYFULS
THE
POWERFULS
THE
PEACEFULS
THE
PRECISES

46. How people
interact is just as
important as who
the people are

47. Drama Triangles
Victim
RescuerPersecutor
Adult

48. Attracting Candidates
Identify
when
you’ll
need
new
skills
Use
a
triggered
budget
Represent
the
role
appropriately
Describe
the
job
well
Use
your
site,
social,
current
team
to
advertise
the
role
Advertise
well
Free Breakfast
Professional
Coaching
Additional
Holiday
Conferences &
Training

49. Have the right job descriptions
Textio

50. Initial Screening
Ask your team
to do a first
review of CVs
Hold an initial
call with all
candidates
before
progressing to
face to face
interviews
Use grammarly
to check all
CVs and cover
letters
Request cover
letters
answering a
specific
question to
see how
someone
makes a
decision

51. Key takeaways
Avoid
the
tasks
you
hate,
slow
you
down
or
drain
you
Accept
no
investment
in
SEO
is
certain
Grow
your
business
with
money,
time
and
the
right
people
Invest
your
money
into
technology
Save
time
with
tools
and
efficient
working
Find
the
right
people
by
having
the
right
process
in
place
for
hiring

52. Thank you!
0203
7333000
@hannahjthorpe
94 White Lion Street
London
N1 9PF
hannah@white.net

53. Personas
-­‐
http://www.forbes.com/sites/hannylerner/2013/03/05/understand-­‐peoples-­‐personalities-­‐and-­‐become-­‐
successful/#3da96fdf6a8bw
Dapulse -­‐ https://dapulse.com/
Batched
-­‐ https://try.batchedinbox.com/
Content
King
-­‐ https://www.contentkingapp.com/
Little
Warden
-­‐ https://littlewarden.com/
Ask
Wonder
-­‐ https://askwonder.com/
Upwork -­‐ https://www.upwork.com/
Stylify -­‐ http://stylifyme.com/
Xtensio -­‐ https://xtensio.com/
Dataminer – https://data-­‐miner.io/
Performance
Changes
– https://tools.jonoalderson.com/whats-­‐changed/
Drama
Triangles
-­‐ http://powerofted.com/the-­‐drama-­‐triangle/
Textio -­‐ https://textio.com/
Resources & Tools