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Being an Effective SEO within your Organization Tony Adam

Being an Effective SEO within your Organization Tony Adam. November 11 th , 2008. About Tony Adam - How I got here?. SEO Manager @ Yahoo! My Background: Technology Consulting, Sales, BizDev, etc. SEO Evangelism Program/Project Management Where you’ll find me: http://tonyadam.com/blog

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Being an Effective SEO within your Organization Tony Adam

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  1. Being an Effective SEO within your Organization Tony Adam November 11th, 2008

  2. About Tony Adam - How I got here? • SEO Manager @ Yahoo! • My Background: • Technology Consulting, Sales, BizDev, etc. • SEO Evangelism • Program/Project Management • Where you’ll find me: http://tonyadam.com/blog http://twitter.com/tonyadam

  3. How do you start being effective?! • Get an understanding for the People you work with and interact with. • Find out who the business stakeholdersare in your organization. • Know what projects are in progress and if there is any opportunity to create SEO Projects.

  4. Take a moment… It is extremely important to understand the “Company Culture”

  5. How do you learn the “Company Culture” • Are you in an organization that moves quickly? Slowly? • What are the personality types? How do you interact with them? • Who can you approach to move your agenda? • Be patient and grow thick skin.

  6. Build Relationships and Partnerships • Create relationships with the right people. • At Yahoo!, we call these people our “SEO BFF’s.” • Partner horizontally with anyone and everyone. • I’ve found working with Standards teams are your best in. • Make Friends • Hang out with people • Have “Dates” • Drive By’s!

  7. Be Everywhere and Get Integrated • Integrate into Processes: • Planning & Strategy (get on the release calendar) • Design & Development (Review Meetings, Guidelines, etc.) • QA (Ensure things are built correctly) • Go to Market (Blogging, Social Media, PR, etc.) • Leads & Review Meetings are VERY important!

  8. Set and Manage Expectations • What do you plan on achieving and can it be quantified? • When are you planning on getting it done by? • Be clear about the expectations. • Pick your battles wisely.

  9. Creating SEO Guidelines • Build SEO Guidelines into Product Development: • Content & Copy • User Experience & Design • Engineering/Development • General Guidelines… • Review Product Specs

  10. Broaden Your Audience…Reach Everyone • Train the entire organization on SEO • Push out SEO Knowledge through: • Internal Blogs • Internal Wiki • Newsletters • Setup Office Hours • “SEO Hours”

  11. Be Passionate and Evangelize SEO • Be passionate, bring tons of energy & get people excited about SEO. • Get SEO into every conversation possible. • Find people that will be your “Mini SEO Evangelists” within your Organization • Talk about Success Stories

  12. The Quick and Dirty Key Takeaways • Understand the Company Culture • Build Relationships and Partnerships • Get Integrated into Processes and Manage Expectations • Create SEO Guidelines • Train and push knowledge to everyone possible • Show your passionate and get people excited

  13. THANK YOU! Tony Adam - SEO Manager at Yahoo! tadam@yahoo-inc.com Where to find me: http://tonyadam.com/blog/ http://twitter.com/tonyadam Text “follow tonyadam” to 40404 tony@tonyadam.com

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