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Building your In-house Team.

Building your In-house Team. Building Your In-house Team. Jessica Bowman Director, Search Engine Optimization Email: jbowman@business.com Blog: http://www.SEMinhouse.com. Directory. Built and organized for business. . PPC Network. Our Audience. Our Site. Our Audience. Our Clients.

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Building your In-house Team.

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  1. Building your In-house Team. Building Your In-house Team Jessica BowmanDirector, Search Engine Optimization Email:jbowman@business.com Blog: http://www.SEMinhouse.com

  2. Directory Built and organized for business. PPC Network Our Audience Our Site Our Audience Our Clients 3.5 million monthly users turn to us for lightning-quick access to business-related goods and services. We’ve organized the world of business into 26 industry categories and nearly 65,000 subcategories that make it easy for professionals to find what they’re looking for. Decision Makers use Business.com to make informed business purchase decisions. Our audience of at-work professionals count on us for access to the goods, services, news and information that help them get their jobs done more efficiently. 6,000 Advertisers count on us for access to the web’s most concentrated group of business decision makers from a wide variety of industries… Our Network Through carefully chosen partner sites,The Business.com Networkreaches 32 million professionals per month, delivering quality distribution to our advertising clients.

  3. B2B Distribution Quality Distribution The Business.com Network

  4. B2B Zeitgeist Vertical vs. Horizontal Search Our Audience Horizontal search engines deliver results on everything from Britney Spears to NASCAR. Business.com, the vertical search engine for business, offers content strictly for the goods, services, news and information that are important in the B2B sector. Top Searches in Feb., 2006 1) Olympics 2) Michelle Kwan 3) Walmart 4) Iran 5) Xbox 360 6) Kiera Knightley 7) Jessica Alba 8) Madonna 9) Paris Hilton 10) Britney Spears • Top Searches in Feb., 2006 • 1) Shakira • 2) WWE • 3) Daylight Savings Times • 4) Chris Brown • 5) IRS • 6) NeoPets • 7) RuneScape • 8) Fall Out Boy • 9) Panic At The Disco • 10) NASCAR Top Searches in Feb., 2006 1) Email lists 2) Software applications 3) Currency converters 4) Sample resumes 5) Commercial real estate 6) Sales lead generation 7) Foreclosure listings 8) Display cases and racks 9) Office furniture 10) Starting a small business Business Barometer: http://www.business.com/info/knowledge_center/barometer.asp

  5. The leading business search engine and business directory Building Out the Team • Create demand. • Build allies by thinking beyond site SEO. • Go hire your team.

  6. Create and peddle your “Dog and Pony Show” Meet with other groups: Public Relations Legal Recruiting IT Learn a manager/department’s biggest challenge. Find an SEM tactic to help with their biggest challenge(s). Make them salivate over the potential of SEM to relieve their pain. Make it about their needs. Create Demand BUZZ MARKETING: Get everyone talking & thinking about SEO Never Forget: Search Rankings/Traffic are not a worry for other departments.

  7. Tell people the other benefits of high rankings. Position search as an asset for their department’s goals. Being in the search rankings increases brand awareness. SEO can help with reputation management. Optimizing press releases can increase press release visibility. Etc. Scenario: Conversation with Public Relations Department Biggest Challenge: Needs to work on building brand awareness. Said under his breath during a discussion. (I barely heard it) Response: “Did you know that press releases can be optimized for higher rankings in Google News and Yahoo News? I have a tool that will tell me what people type into news search programs, such as Google News. Does that sound interesting to you?” Think and position yourself beyond traditional SEM.

  8. The Ultimate Goal: Get others to champion your team’s growth. Get other departments to: See the value. Recognize how it will help their agenda. Speak up and say, “We need another person on the search marketing team to do XYZ for us.” Get strategic allies to push for your growth.

  9. Now it’s time to hire your team.

  10. You can’t afford a Michael Jordan. But, you can build a winning team. The Reality…

  11. Hire a Strong Leader: Proven successes in multiple disciplines, including search. Success in getting things done, in-house. Amazing political savvy. Someone that will become your search marketing poster child. Under the Strong Leader: Hire people with: Attitude and aptitude for the job. Strong communication skills and tact. Train them to do SEO. You get to have a team that does it your way. You don’t have to break bad habits. Engage Outside Council: Even corporate attorneys consult with outside council. Your often busy getting things done and not staying on top of industry details. Building a winning team Look at SEMPOs Job Description. Talk to other In-house SEMs

  12. Use experienced new hires as consultants. They’re fresh eyes. It’s like bringing in a consultant. Let them take an unbiased look and audit your efforts. When hiring people with experience

  13. Let your staff do side work. There’s big money in search. Enough companies will let it happen that you will loose great talent opportunities without this. Benefits of side projects: Your staff will learn from these side work. Knowledge gained will make it into your site as well. They begin living and breathing search. Encourage your team to do side work.

  14. People leave. You may not always get 2 weeks notice. Keep centralized information. Logins. (Sitemaps, Directories, etc.) Any/All directory submission details Be prepared…

  15. When you start working with other departments: You’re lucky if they call you. They’ll forget all about search. There will be missed opportunities. You will be frustrated. Don’t get discouraged. Stay in front of them. (Happy Hours, Lunch, Drop-ins, Articles, FYI’s, etc.) Spend time walking the halls. When you hear about missed opportunities, we could have done ABC and it would have also given us XYZ. Look for small, hidden successes. Be prepared…

  16. Management will question your need to attend conferences. Push back. You absolutely need to be here. In no time, you get corporate tinted glasses. Conferences keep you in check. Be prepared…

  17. The In-house SEM team can have amazing visibility and influence. You’re in for a ride, and it’s going to be good. Enjoy! Questions? Jessica Bowman Director of SEO, Business.com Email: jbowman@business.com Blog: http://www.SEMinhouse.com

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