Today and tomorrow I will be covering some of the sessions from the Search & Social Spring Summit based in Tampa, Florida. The coverage is more “note” type as opposed to live blogging format. Here is coverage of the In-House SEO : Tactics for Managing Multiple Sites & Headaches session with Jessica Bowman of SEOinhouse.com, Tony Adam of Myspace! & Kathryn Katz of Consolidated Credit moderated by Loren Baker.

Jessica Bowman

SEO Process
– Research
– SEO strategy
– Present Changes
– Code Changes
– Changes Go Live
– Revise

Most of in-house SEO time is spent in the second half of this process. Why?

– SEO goes against the organization’s status quo
– SEO adds to development timelines
– SEO gets perception of sticking their nose in people’s business
– Developers don’t like SEOs telling them what they should do

But over time people will listen to you for 3 – 6 months and then they stop listening again. This is the honeymoon phase, when people listen to you – but then it ends for two or so years. Ultimately, you hit a point where you are part of the process as a de facto.

In-House SEO Does All Day:
– Sell SEO, why you need SEO to be done
– Review documentation
– Process Changes
– Copyediting
– Analytics

Kathryn Katz

Vendor Management Process
– Accessing
– Engaging
– Managing
– Evaluating

Picking a Vendor:
– Trust via past experience, social networking, word of mouth
– Expertise via industry visibility, 1st consultation, and perceived value
– Wrapping via presentation, professional references and awards/certificates

Evaluate Performance:
– Relationship
– Delivery
– Quality

Tony Adam

Create an SEO Roadmap
– Phase One: Blockers -> Quick Wins -> High Priority
– Phase Two: Long term, high priority, initiatives
– Phase 3, 4, 5: Not major priority, nice to have, not necessary

Limited resources?
– Develop “Go To Market Strategies”
– Spec out new products and features in wire frames
– Create Content Strategy
– Be rounded sales and marketing person (biz dev for link building)
– Create social media marketing strategy
– Do blogger outreach, PR job

Goals:
– Links
– Traffic
– Social Media
– Subscribers
– etc