My presentation on "Agile SEO" given at the BOLO 2012 conference in Scottsdale, AZ. The presentation discusses how to apply agile methodology to SEO and marketing more broadly to help agencies and brands be more fluid & responsive in optimizing their assets. Image credit and resource links are given within the slide and appendix where appropriate.

1. AGILE SEO
Optimizing in Real-Time
Nick Roshon
Sr. SEO Strategist, iCrossing
@nickroshon

2. A TALE OF TWO PAGES

3. The typical lifespan of a post…
@nickroshon | #BOLO 3

4. Social-only vs. SEO-only vs. Both
SOCIAL
SEO
BOTH
@nickroshon | #BOLO 4

5. ATTENTION
IS SCARCE
@nickroshon | #BOLO

6. 1,000,000,000,000
Web pages indexed by Google
@nickroshon | #BOLO

7. 42,000,000
Facebook Pages
* Pages with more than 10 likes; as of March 31, 2012 @nickroshon | #BOLO

8. 181,000,000
Active Blogs
@nickroshon | #BOLO

9. BUY IT
EARN IT
OWN IT
@nickroshon | #BOLO

10. Blog post with social visibility
SOCIAL
NEEDS Blog post with search visibility
SEARCH
@nickroshon | #BOLO

11. INBOUND LINKS
BREADTH, DEPTH & FRESHNESS SEARCH
NEEDS
SOCIAL
SOCIAL SIGNALS
@nickroshon | #BOLO

12. SEO + Social Together
Photo credit: http://www.petgeekery.com/tag/cuddling/ @nickroshon | #BOLO 12

13. AGILE SEO
(what are we even talking about?)

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

15. What is Agile?
Bringing everyone together
An iterative approach
Short cycle times
Showing instead of telling
Objective measurement
Frequent, open communication
Minimal bureaucracy
Source: http://searchengineland.com/agile-marketing-for-conversion-
optimization-37902 @nickroshon | #BOLO 15

16. It’s all about speed and
responsiveness, without
sacrificing coordination or
quality
Source: http://searchengineland.com/agile-marketing-for-conversion-
optimization-37902 @nickroshon | #BOLO 16

17. So what does
this have to do
with SEO?
@nickroshon | #BOLO 17

18. SEO is three things
Technical Keywords Magic
Stuff & Copy & Luck
(copywriters) (PR & outreach)
(developers)
PROCESSES performed by PEOPLE
@nickroshon | #BOLO 18

19. FRAMEWORK FOR AGILE SEO
(How YOU and YOUR CLIENTS can implement)
19

20. Agile SEO is not this…
COPY TECH PR SEO
@nickroshon | #BOLO 20

21. Agile SEO is this…
TECH
COPY OUTREACH
SEO
ANALYTICS
@nickroshon | #BOLO 21

22. Agile SEO – Avoiding waterfalls
Source: http://www.commonplaces.com/inspiring-conversation/team-
posts/agile-vs-waterfall-how-approach-your-web-development-project @nickroshon | #BOLO 22

23. Agile SEO - Timing & Priority
Organize in short sprints
– Include SEO in each sprint
– Keep each sprint focused on
S.M.A.R.T. goals
– Create “Epic” stories with bigger
picture goal, user stories with
various steps to achieve the Epic
– User stories focus on users
– Strong project management helps
– Avoid “waterfall” project style
@nickroshon | #BOLO 23

24. Agile SEO - Goals
Guiding principles of Agile include:
– Focus on USERS first
– Create transparency, collaboration, accountability
– Avoid meetings, siloing, wasted time
– Keep shipping – smaller increments but constant output of work
Photo credit: http://www.wordstream.com/blog/ws/2012/10/01/agile- @nickroshon | #BOLO 24
marketing-guide

25. PROCESSES FOR AGILE SEO
(or any kind of SEO, for that matter)

26. Technical
Stuff
@nickroshon | #BOLO 26

27. Agile SEO for Web Development
• SEO requirements for each sprint
• SEO as part of QA for new launches
• SEO training for web team
• SEO analysis for each page template
Technical
• Accountable for SEO friendly design
Stuff
(developers)
• SEO as part of developers job
@nickroshon | #BOLO 27

28. Example: Agile SEO in Web Dev
Audit new pages for:
 H1 tags
 Social Sharing Buttons
 Microformats
 No text in images
 Body text placeholder
 Breadcrumbs
 Internal links
 Site Nav. Elements
 Loading Speed
@nickroshon | #BOLO 28

29. Content
Creators
@nickroshon | #BOLO 29

30. Agile SEO for Content Creators
• SEO as part of content brainstorming
• SEO as part of content calendar
• SEO performed before content is
published
Keywords • SEO as part of content QA process
& Copy • Accountable for SEO-friendly copy
(copywriters)
• SEO as part of copywriters job
@nickroshon | #BOLO 30

31. Example: Agile SEO in Copy
Keyword Presence in:
 Page Title
 Meta Description
 Image Name / Text
 1st Paragraph
 Taglines / H2
 Internal Links
 URL
 External Links
@nickroshon | #BOLO 31

32. PR &
Marketing
@nickroshon | #BOLO 32

33. Agile SEO for PR & Marketing
• Influencer outreach for new content
• Social media outreach for new
content
• Internal outreach for new content &
ideas
Magic • Bridge builder between departments
& Luck
(PR & outreach) • Accountable for SEO-friendly social
• SEO as part of marketing’s job
@nickroshon | #BOLO 33

34. Example: Agile SEO in PR
Link to website/owned media in:
 Email Marketing
 Social Media
 Internal Emails
 Client/Partner Outreach
 Blog Posts
 Press Releases
 Videos
 Printed Media
@nickroshon | #BOLO 34

35. ROADBLOCKS TO AGILE SEO
(or any kind of SEO, for that matter)

36. Roadblock 1: Bad for Users
SEO is spam
and bad for
users.
@nickroshon | #BOLO 36

37. SEO is GOOD for users
• SEO helps users find what they’re
looking for
• SEO ensures content speaks same
language as customers
• SEO encourages efficient &
accessible coding
• SEO emphasizes good user
experience & creating like/link-
worthy content
@nickroshon | #BOLO 37

38. Roadblock 2: No Time
We don’t
have time
for SEO…
@nickroshon | #BOLO 38

39. You have time for MARKETING
If you have time to proofrad copy
AND
<b>you have time to QA code</br>
AND
you have time to do marketing
THEN
you have time to do (Agile, efficient) SEO
@nickroshon | #BOLO 39

40. Roadblock 3: SEO is unnecessary
Search Engines can
find content on their
own – good content
doesn’t need “SEO”
@nickroshon | #BOLO 40

41. Poor logic is poor
By that same logic, great products
don’t need ANY marketing –
consumers will simply find your
products and buy them based on
quality alone
@nickroshon | #BOLO 41

42. Roadblock 4: No budget
We don’t
have money
for this…
@nickroshon | #BOLO 42

43. SEO is a skillset, not a cost
• Very little fixed cost involved with
SEO (tools & reporting)
• SEO is part of items that DO have
budget (copy, web dev., etc.)
• SEO is a highly efficient marketing
channel
• SEO can be done for “free” with right
people & processes in place
@nickroshon | #BOLO 43

44. THE BIG PICTURE
44

45. SEO isn’t a step in the process,
it’s part of EACH STEP in the
process
@nickroshon | #BOLO 45

46. Once taught and integrated,
SEO pays for itself
@nickroshon | #BOLO 46

47. Search and Social Media is like
1+1=3
@nickroshon | #BOLO 47

48. Optimization is mindset,
Not a finite task

49. What to do tomorrow
• Web Developers – add SEO to your development
sprints
• Copywriters – add SEO into your proofreading/editorial
process
• PR & Marketers – add SEO into your outreach
• SEOs – start integrating into the above
• Agency owners/directors – make this happen!
@nickroshon | #BOLO 49

50. About Me / iCrossing
iCrossing, Inc.:
• Owned by Hearst Corporation
• 19 Offices Worldwide
• 850 Professionals
• 40+ Fortune 500 Clients
• iCrossing.com
Nick Roshon:
• Sr. SEO Strategist
• Blogger / Race Car Driver
• Tempe Resident
• NickRoshon.com
@nickroshon | #BOLO

51. APPENDIX / ADDITIONAL WINS
51

52. Quick Wins for Developers
1. Implement Facebook OGP Tags
2. Add Social Sharing Buttons
3. Make Page Speed Enhancements
4. Optimize Page Templates
5. Create Dynamic Titles & Meta Data
6. Add Rel=canonical tags
7. Upload XML Sitemaps
8. Review Google & Bing Webmaster Tools
9. Build SEO tools into your CMS (Keyword Research,
Title Tags, Microformats Markup, etc)
@nickroshon | #BOLO 52

53. Quick Wins for Copywriters
1. Use AdWords Keyword Tool
2. Article/Content Ideas:
1. Ubersuggest
2. Soovle
3. Topix
4. Bottlenose
5. Google Insights / Trends
3. Ensure keywords use in:
1. Page Titles
2. Meta Description
3. Article Name/H1 Tag
4. First Paragraph
More Content Tools for SEO: http://marketingland.com/12-content-research-
tools-you-should-be-using-21773 @nickroshon | #BOLO 53

54. Quick Wins for PR & Marketing
1. Influencer prospecting – Klout, Google, Blogs,
Books
2. Influencer outreach – Google+, Twitter,
Facebook Page Data
3. Social Sharing – use canonical URLs
4. Internal Marketing – leverage employees to help
market important news/content
5. Don’t neglect your blog!
@nickroshon | #BOLO 54

55. Additional Wins for All…
• Leveraged Paid Social + Paid Search to
amplify content marketing & SEO
• Practice Social Reciprocation (give to
receive)
• Algorithm-proof SEO – Always put users
first!
– Personas = great way to marry SEO &
user behavior
• Utilize Google+ for improved visibility (in
Google)
– Brand page
– Authorship markup
@nickroshon | #BOLO 55

56. DISCLAIMER
• All photos, charts & media are copywrite their respective owners – credit
was given where available/possible
• No celebrities are affiliated or have endorsed this presentation
• Please contact the author with any concerns over the fair use of media in
this presentation: nick.roshon@gmail.com
• Thank you!
@nickroshon | #BOLO 56