This document summarizes Peter Leshaw's presentation on building a world-class in-house SEO team or agency. It discusses establishing robust metrics to monitor SEO performance, building SEO best practices into company processes, and providing guidance on hiring qualified SEO talent. Specifically, it outlines the importance of having a user-friendly website, quality content and backlinks, and monitoring key analytics. It also describes a process for defining job roles, screening candidates, and assessing a team's performance against goals. The overall message is on implementing the right strategies, structures and hiring practices to ensure an SEO team delivers results.

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Peter Leshaw (@peterleshaw)
MDTMarketing.com: Higher Education Marketing
Team SEO:Building A World Class
Agency or In-House SEO Department

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Internet Marketer
o 17+ years experience.
 LinkedIn.com/in/PeterLeshaw
Core Competency: Internet Lead Generation via
o SEO, SEM, Email, ALL other Digital Marketing Channels
Goals as an In-House SEO are to always perform!
o Get "the suits" on your side
o Increase ROI
o Provide as much Physical Evidence as possible
Current Position:
o Director of Internet Marketing @ MDT Marketing
o Focus on Higher Education Marketing
o Digital Lead Generation
Peter Leshaw, In-House Team Builder and Strategist

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SEO: The “Bottom Line”
1. Robust / Optimized Site
2. User and Mobile – Friendly
3. Social Awareness (Likes, Shares, and Follows)
4. Accurate Local Citations and Business
Listings
1. UNIQUE-QUALITY CONTENT
2. EARNED BACKLINKS from Authority Sites

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Today we will be covering the following:
• Big Company SEO
• SEO Metrics
• Build SEO into the Company
• Hiring SEO Talent

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Big Company SEO
• Website Development
– Robust Content Management System
• User Rights and Management of Property
• Compatible on ALL platforms:
– Desktop, Mobile, and Tablet Computers
• Crawl-ability
– How efficient can Google bot index pages
– Navigation is also key here!

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SEO Metrics
• Monitor Analytics (Search Engine Traffic)
– Visitors
– Keywords Driving Traffic
– “Fresh” Backlinks
• Monitor Performance of Content
– New Pages Published
– Links Earned, Shared, or Liked

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SEO Metrics; continued
• Monitor Your Team’s SEO Efforts
– Time Spent Optimizing Website
– Time Spent Creating Content (if in-house)
– Time Spent on “Webmaster Outreach”
• Consider Creating a Custom “Dashboard”
– Link to API’s

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Build SEO into the Company
Implement everything mentioned in the
previous slides AND …
•Know How To Hire Talent
•Grow the Team

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Process For Hiring SEO Talent
• Define Role Description
• List Key Performance Indicators
– 6-8 KPI’s
• Draft at least 60 questions
• Advertise Job Opportunity
• Phone Screen
• Interview
“This is the only book on hiring that blends the
research on levels of work with the discipline of
behavioral interviewing. Every role has a level of
decision making, a level of problem solving.”

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Process For Hiring SEO Talent
• Understand the Role and what type of “Thinker” is needed
– Forward Thinking
• Understand What “Mindset” makes the right candidate
– Thinkers
• 1 Day to 1 Week – Day to Day Strategies – Task Manager
• 1 Month to 3-6 Months – Short Term Success - Strategists
• 1 Year to 3 years – Longer Term Problem Solver - Directors
• 3 Years Plus – “Visionaries” – Management Team

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Process For Interviewing SEO Talent
• The Interview Process Should Focus on Specifics
• If You Don’t Get Specifics…Move On
• Stay Away From Generalists

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Grading Your Team
• Ask yourself…
– Are goals being met?
– Are there new ideas being introduced?
• Strategies
• Vendors
• Client Success Stories

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Thank You!
Peter Leshaw, Director of Internet Marketing
Peter@MDTmarketing.com
954-764-2630
Twitter.com/PeterLeshaw