EnablingyourCompanytoEmbraceSEO

ByNakulGoyal

@nakulgoyal

Source: http://michaeldorausch.com/2011-faces-of-pubcon-las-vegas/

Faces of Pubcon 2011 by Michael Dorausch“Year after year, there is always someone that asks a question during a keynote or widely attended session, that gets the entireaudience chuckling. Nakul Goyal receives the honor for this year’s keynote question that will go down in PubCon history. It never hurts to ask eh?”

@nakulgoyal

Take control of your SEO program

@nakulgoyal@nakulgoyal

@nakulgoyal@nakulgoyal

Source: http://michaeldorausch.com/2011-faces-of-pubcon-las-vegas/

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NetworkingOpportunity?

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AudiencePoll

In-houseSEOs?AgencySEOs?

Entrepreneurs?DirectorsorAbove?

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QuickIntroduction

@nakulgoyal

@nakulgoyal

• DirectorofMarketing&SEOatCARFAX

• PreviouslySEOManageratTripAdvisor

• HeadofSEOatOrientalTradingCompany

• Pubcon veteransince2004

• Marriedmyelementaryschoolsweetheart

• Proudparentsofouridenticaltwins

• Haveasweettooth andIenjoymakingcocktails

• FeelfreetohitmeuponTwitterorLinkedIn

Tidbits

@nakulgoyal

Enabling your Company to Embrace SEO

@nakulgoyal

► Lackof resources (human, capital, IT)► Lackof prioritization of SEOprojects► Speed asanobstacle► Inadequate SEOevangelism► Lackof debrief culture post implementation

In-HouseSEO

► Implementation by clients afrustrating and timeconsuming task► Inadequate visibility indaily challenges ofclient

SEOAgencies

SEOBottlenecks

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BuildingAWinningSEOProgram

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@nakulgoyal

TheRightRecipeforAnEnterpriseSEOProgram

SEOTeam

EvangelizingSEO

SEOEducation&Training

SEOGoals&Roadmap

SEOTools;Technology&Resources

Test&Learn

23456

ExecutiveBuy-In

1

#RCS

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TheRightRecipeforAnEnterpriseSEOProgram

SEO Plan Executive Buy-In

SuccessfulSEO

Program

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@nakulgoyal

BuildaBusinessCase

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BuiltaBusinessCase(Step1)Describedwhat’satstake IllustrativeExample

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BuiltaBusinessCase(Step2)QuantifiedthevalueofSEO(UsingRankingsData) IllustrativeExample

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BuiltaBusinessCase(Step3)QuantifiedthevalueofSEO(BringinCTRData)

Source: http://www.seoclarity.net/mobile-desktop-ctr-study-11302/

IllustrativeExample

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BuiltaBusinessCase(Step4)QuantifiedthevalueofSEO(EstimatePotential) IllustrativeExample

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BuiltaBusinessCase(Step5)QuantifiedthevalueofSEO(EstimatePotential) IllustrativeExample

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Whatcanexecutivebuy-indoforyou?

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WhatDoHighlySuccessfulBigBrandSEOProgramsLookLike?

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HowdoHighlySuccessfulSEOProgramsLookLike?ComponentsofSEOcultureasthekeyenabler forsuccessatmajorbrands

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HowdoHighlySuccessfulSEOProgramsLookLike?Examplecomponentsofenterprise SEOthatenablesuccess

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Questions?

Pubcon ConferenceLasVegasOctober11,12,13

@nakulgoyal

NakulGoyalDirectorofMarketingandSEOCARFAX.comnakulgoyal@carfax.comTweetMe@nakulgoyalwww.linkedin.com/in/nakulgoyal

CARFAXisHiring!