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Starting An In-House SEO Program

Tips from SMX West

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How do you do in-house SEO if you have never done it before? In the session "In House: I’m responsible for SEO now what?" the panel offers advice on how to create a successful in-house SEO program.

(Coverage of SMX West continues at WebProNews Videos.  Keep an eye on WebProNews for more notes and videos from the event this week.)

Eric Lander,Associate Editor ,Search Engine Journal , said to examine your environment and get people involved in other departments.

"Lead confidently and listen carefully," Lander said. Educate them and mentor the motivated.

Put analytics to work ASAP:
Audit sites immediately
Learn the reporting systems
Automate vital reports
Actionable task and alerts
Review what executives review
Track everything

If you use analytics like Omniture, take a break and try Google Analytics.

Reselling the value of search
Appeal to decision makers:
It solidifies your existence
Avoids power struggles

Jessica Bowman, Founder, SEOinhouse.com
Jessica Bowman

Turn challenges into opportunities and be very open, don’t fear the unknown. "Use transparency for traction."

Growth actually happens quickly, so develop guidelines and be organized.

Jessica Bowman, Founder, SEOinhouse.com, said in the beginning is a honeymoon phase and everyone wants to be involved with SEO at first.

Later the developers go crazy and there seems to be some form of miscommunication. Bowman said to, "Focus on synergy."

In the honeymoon phase:
Build relationships
Ask, don’t tell
Have questions, not solutions

There will be bumps just be willing to overcome.

 WebProNews anchor Abby Johnson contributed to this report. See what other experts had to say on the topic here.

Starting An In-House SEO Program
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  • http://jobsearch.monster.com Matt Evans

    Definitely focus on reporting for the first couple months because you will need as much historical data as possible in order to prove that your SEO enhancements have had an effect.

    Make sure your reporting is filtering out PPC properly, make sure you get more than just the top 200 keyword referrers, breakout reporting by sub-domain, micro site, and even products if necessary…

  • http://www.pr-interactive.com florida web design

    it’s not that easy. there’s alot of variables that aren’t accounted for here.

    Peter Roesler
    President of a Florida Web Design company

  • http://www.endai.com Endai Internet Marketing

    In managing In House SEO, sharing creative work ideas flow better in a free form web of interconnectivity. Managers may be more comfortable with a top down pyramid leadership structure, but timeliness and flexibility suffer.

    The Team should get comfortable taking direction on Vision and then working closely with other tasks to achieve that.

  • http://www.CoinCollectingSolutions.com Ben Goodness

    I agree that one must analyze data, perform market research, etc. However, implementing an SEO strategy is not nearly as difficult as most would have you believe. The simple fact that people over complicate it, causes others to shy away from it, or believe they have to spend a fortune on some course or training, which is far from the case. Those “selling the products” would have you believe it is extremely difficult.