Pete Campbell

SEO Blog with a mix of all things Geek, Web & Tech.

November 20, 2013

4 AWESOME Ways to Scale Up SEO

There is a TON of responsibility that sits on the shoulders of today’s SEO geek (or whatever we affectionately call ourselves as a group now).

The average day job typically includes ownership of content, link acquisition, UX, social, conversion and reporting across multiple local markets, which have thousands of pages and often within a competitive vertical. Add to the recipe the need to be highly analytical, technical and creative and as a bonus, knowing more than one language if you can.

Ok, that might be a slightly extreme example, but for example, the average in-house SEO team comprises of one person (or two if they’re lucky) and delivering on the above to achieve success in SEO is a massive challenge single-handily.

So what techniques can you employ to successfully scale SEO?

I’ve worked both in-house and agency side, so I appreciate the challenge and have over the years built up what I feel are the most effective techniques to scale organic search.

Build an SEO nerd army via outside resource

The Perfect SEO Team?

Tapping into an outside cloud of creative resource, whether it be contractors or an agency allows you to ramp up your SEO efforts quickly and recruit the best-in-breed talent, creating an SEO army.

In my experience, outside resource can be most helpful as part of recurring, time-intensive creative projects such as content marketing and blogger outreach. I recommend People Per Hour and oDesk in particular to find good folks. The trick is to retain strict editorial control, acting as the over-arching strategist and pulling each individual string.

Get stuff done quicker by managing your workflow better

SEO’s tend to have a mixture of long-term, reactive and collaborative projects all going on at once. Task management apps such as Trello and Basecamp can help manage your workload for you – reducing the need for all those conference calls and morning meetings.

Get rid of murder-inducing Excel reports

Championing back to the business the performance of organic search is absolutely crucial, but pretty time intensive. Platforms such as BrightEdge can help you automate the process, producing client-pretty dashboards that showcase organic visibility and conversions with slick Google Analytics & SiteCatalyst integration. For an over-arching perspective, SearchMetrics lets you see marketshare and competitor performance (and soon, an awesome Not Provided workaround).

One other sneaky trick, I upload all reports I send via Hightail (previously YouSendIt), which lets you monitor whether or not my client has bothered to download it – the results will open your eyes, believe me.

Create an SEO Toolbox

Build an SEO toolbox to help you analyse site content and backlink profiles in a flash. DeepCrawl gives you the ability to scale on-site analysis, providing automated, detailed reporting and highlighting site architecture issues. Similarly, Link Research Tools takes advantage of the Moz & Majestic APIs letting you get under the skin of your backlink profile with minimal effort. Dodgy links? Try LinkRisk for that. Need Bloggers & Journalist contacts? Check out Cision.

In conclusion, the trick to scaling SEO is to harness the power of external resource combined with the best SEO tools out there to help you deliver an awesome SEO campaign without losing sleep at night.

P.S. This article was originally meant to be published as part of a marketing-magazine advertising supplement, so forgive the more corporate tone.

Categories: Tips | Permalink

November 3, 2013

How to Run a Successful SEO Agency (I have no idea, but I’m going to start one)

So, I’ve took the nerve-wracking decision to quit my full-time job to fulfil my lifelong dream (at 25) of starting my own business.

At the moment, I have a senior role at iProspect UK as an SEO Account Director. I have big-brand clients and a 6-person strong team where we go on our nerdy SEO adventures pretty much tell Google whose boss, obviously. In short, it’s great.

But, in the past year I’ve be given a few amazing opportunities outside of iProspect that will now form the basis of Kaizen, my own SEO agency, which I incorporated last week for a small £15 fee + £100 in capital.

Kaizen (改善) means ‘improvement’ or ‘change for the better’ in Japanese. It’s also known as the process of continuous improvement in business, which I think is a great representation of what the very core of SEO is, and the way I try to work.

To prevent the very realistic risk of becoming homeless in 2014, I’ve been saving like crazy to so that I can setup my little empire. I’ve raised a healthy sum of money in savings (or as I also like to call it, 6-months rent + beer money) providing a little window of financial freedom to really go for it.

So what will make Kaizen unique? Especially when SEO agencies are progressively becoming as common as chip shops these days!

2 USP’s

Firstly, and I’m being a bit arrogant here – I believe that I am truly unique enough myself to standout from the crowd, with my own approach to SEO that’s fuelled by my nerdy background and experiences gained from it.

Also, I think the most unique part of any successful business is it’s founder (think Mr Zuckerberg, Mr Branson, Mr Jobs).

I grew up in the forgettable midlands, building my own websites from 11, the biggest of which (Kingdom Hearts Ultimania) drew 80K daily visits at it’s peak – purely because of it’s content, community and tireless hours of outreach that sparked tons of natural links.

It was only 3 years after launching this site I heard of SEO, but in fact I had been doing it all along. I want to take the core of that philosophy and do it for businesses big and small. Now on to my second point.

I feel there is a HUGE misconception in SEO at the moment that if you just make an awesome tool or a flashy, parallax scrolling infographic, the links, shares and eventually the rankings will just come.

Google themselves are part-blame for this, and too many businesses are buying into the myth. The great secret of modern SEO is that it’s not just making amazing content, but having a killer battle plan in place to get that content in front of the right audience, thats what gets you awesome links. Although, it’s so tough to do right, but, I believe I’ve stumbled upon a few very original ways to do it.

As a hint, it isn’t just sending a generic email to a list of bloggers begging them to post your infographic on “the history of toothpaste” – although I would definitely share that on at least MySpace.

I’ll have to hold off for now on sharing what I have in mind (wouldn’t have much of business!) but from January 1st 2014, I’ll be living and breathing it.
Wish me luck!


Categories: SEO | Tags: , , , | Permalink

July 4, 2013
1 Comment

What the hell is it with SEO these days?

Google Analytics feels my pain, well, at least one visitor to this site did.

(The answer is to be a mini-Don Draper in the morning and then be a PR Guru in the afternoon, good luck)

Categories: SEO | Permalink