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AGILE SEO Optimizing in Real-TimeNick RoshonSr. SEO Strategist, iCrossing@nickroshon
A TALE OF TWO PAGES
The typical lifespan of a post…                                  @nickroshon | #BOLO   3
Social-only vs. SEO-only vs. Both                 SOCIAL                  SEO                  BOTH                       ...
ATTENTION      IS SCARCE      @nickroshon | #BOLO
1,000,000,000,000Web pages indexed by Google                              @nickroshon | #BOLO
42,000,000Facebook Pages     * Pages with more than 10 likes; as of March 31, 2012   @nickroshon | #BOLO
181,000,000Active Blogs               @nickroshon | #BOLO
BUY ITEARN ITOWN IT          @nickroshon | #BOLO
Blog post with social visibilitySOCIALNEEDS    Blog post with search visibilitySEARCH                                 @nic...
INBOUND LINKSBREADTH, DEPTH & FRESHNESS   SEARCH                             NEEDS                             SOCIALSOCIA...
SEO + Social Together  Photo credit: http://www.petgeekery.com/tag/cuddling/   @nickroshon | #BOLO   12
AGILE SEO(what are we even talking about?)
What is Agile?  Source: http://www.geekherocomic.com/2009/02/21/agile-  development-explained/                            ...
What is Agile?                 Bringing everyone together                    An iterative approach                      Sh...
It’s all about speed andresponsiveness, withoutsacrificing coordination orquality  Source: http://searchengineland.com/agi...
So what doesthis have to do  with SEO?                  @nickroshon | #BOLO   17
SEO is three things     Technical       Keywords          Magic       Stuff          & Copy           & Luck              ...
FRAMEWORK FOR AGILE SEO (How YOU and YOUR CLIENTS can implement)                                            19
Agile SEO is not this…COPY     TECH            PR       SEO                              @nickroshon | #BOLO   20
Agile SEO is this…                       TECHCOPY                          OUTREACH                 SEO   ANALYTICS       ...
Agile SEO – Avoiding waterfalls   Source: http://www.commonplaces.com/inspiring-conversation/team-   posts/agile-vs-waterf...
Agile SEO - Timing & Priority              Organize in short sprints                 – Include SEO in each sprint         ...
Agile SEO - GoalsGuiding principles of Agile include:   – Focus on USERS first   – Create transparency, collaboration, acc...
PROCESSES FOR AGILE SEO   (or any kind of SEO, for that matter)
TechnicalStuff            @nickroshon | #BOLO   26
Agile SEO for Web Development                 •   SEO requirements for each sprint                 •   SEO as part of QA f...
Example: Agile SEO in Web Dev                 Audit new pages for:                  H1 tags                  Social Shar...
ContentCreators           @nickroshon | #BOLO   29
Agile SEO for Content Creators                  • SEO as part of content brainstorming                  • SEO as part of c...
Example: Agile SEO in Copy                  Keyword Presence in:                   Page Title                   Meta Des...
PR &Marketing            @nickroshon | #BOLO   32
Agile SEO for PR & Marketing                   • Influencer outreach for new content                   • Social media outr...
Example: Agile SEO in PR                Link to website/owned media in:                 Email Marketing                 ...
ROADBLOCKS TO AGILE SEO   (or any kind of SEO, for that matter)
Roadblock 1: Bad for Users                    SEO is spam                     and bad for                       users.    ...
SEO is GOOD for users           • SEO helps users find what they’re             looking for           • SEO ensures conten...
Roadblock 2: No Time                        We don’t                       have time                       for SEO…       ...
You have time for MARKETING          If you have time to proofrad copy          AND          <b>you have time to QA code</...
Roadblock 3: SEO is unnecessary                 Search Engines can                 find content on their                 o...
Poor logic is poor                 By that same logic, great products                 don’t need ANY marketing –          ...
Roadblock 4: No budget                    We don’t                   have money                    for this…              ...
SEO is a skillset, not a cost            • Very little fixed cost involved with              SEO (tools & reporting)      ...
THE BIG PICTURE                  44
SEO isn’t a step in the process, it’s part of EACH STEP in the                         process                       @nick...
Once taught and integrated,        SEO pays for itself                   @nickroshon | #BOLO   46
Search and Social Media is like                    1+1=3                       @nickroshon | #BOLO   47
Optimization is mindset,        Not a finite task
What to do tomorrow• Web Developers – add SEO to your development  sprints• Copywriters – add SEO into your proofreading/e...
About Me / iCrossing                       iCrossing, Inc.:                       • Owned by Hearst Corporation           ...
APPENDIX / ADDITIONAL WINS                             51
Quick Wins for Developers1.   Implement Facebook OGP Tags2.   Add Social Sharing Buttons3.   Make Page Speed Enhancements4...
Quick Wins for Copywriters 1. Use AdWords Keyword Tool 2. Article/Content Ideas:    1.      Ubersuggest    2.      Soovle ...
Quick Wins for PR & Marketing1. Influencer prospecting – Klout, Google, Blogs,   Books2. Influencer outreach – Google+, Tw...
Additional Wins for All…               • Leveraged Paid Social + Paid Search to                 amplify content marketing ...
DISCLAIMER•   All photos, charts & media are copywrite their respective owners – credit    was given where available/possi...
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What is Agile? Source: http://www.geekherocomic.com/2009/02/21/agile- Agile SEO - Optimizing in Real-Time - BOLO 2012

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What is Agile? Source: http://www.geekherocomic.com/2009/02/21/agile- development-explained/ @nickroshon | #BOLO 14

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  • Nicely done -- a really thoughtful and useful presentation...!
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  • Smart work . Good presentation and information provided by you is very useful.. Scottsdale SEO
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  • @jimewel Thanks, Jim! Mr. Coleman has some great work, I definitely drew upon a lot of it as inspiration...
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  • Nick, nice job on the presentation. You and Jonathon Coleman should get together. SEO and Agile.

    Jim
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