Drive By's and High Fives

Drive By’s and High Fives 9 Steps to getting Businesses interested in SEO Tony Adam YAHOO! CONFIDENTIAL About Tony Adam - How I got here? • SEO Manager @ Yahoo! • My Background: – Technology Consulting, Sales, BizDev, etc. – SEO Evangelism – Program/Project Management • Where you’ll find me: http://tonyadam.com/blog http://twitter.com/tonyadam -2- Yahoo! Confidential What are we talking about?! 9 steps to getting Businesses interested in SEO! -3- Yahoo! Confidential Getting Buy In -4- Yahoo! Confidential Step 1: Understand the Culture Pay attention to the Culture of an Organization. -5- Yahoo! Confidential Step 2: Personalities Who are the People and what types of Personalities do you deal with? -6- Yahoo! Confidential The always agreeing co-worker -7- Yahoo! Confidential Ivy League MBA -8- Yahoo! Confidential Always Angry and Combative -9- Yahoo! Confidential Disapproving - 10 - Yahoo! Confidential You want this!!! - 11 - Yahoo! Confidential Step 3: Listen Listen closely to what is Important. - 12 - Yahoo! Confidential There are always timelines and deadlines - 13 - Yahoo! Confidential Everything is going to be urgent! - 14 - Yahoo! Confidential Your Strategy is likely going to get De-Prioritzed! • Picture of sad face - 15 - Yahoo! Confidential Step 4: Relationships Create Relationships and Partnerships! - 16 - Yahoo! Confidential Make meaningful connections - 17 - Yahoo! Confidential Get yourself some BFFs! - 18 - Yahoo! Confidential Step 5: Get Involved! Integrate into company Processes. - 19 - Yahoo! Confidential Get involved in every meeting you can! - 20 - Yahoo! Confidential Step 6: Influencing and Persuasion Get people Interested and Excited! - 21 - Yahoo! Confidential This is where your Chops don’t mean a thing! - 22 - Yahoo! Confidential Take a break and knock one back! Drink with Coworkers and Clients. - 23 - Yahoo! Confidential Go on Drive By’s! Picture of drive by shooting - 24 - Yahoo! Confidential Go on Drive By’s! Picture of me at a desk - 25 - Yahoo! Confidential This is where the High Fives Come in! • High five pic of me - 26 - Yahoo! Confidential Remember…YOU WANT THIS! - 27 - Yahoo! Confidential Step 7: Provide the Resources Necessary You’ve won over the crowd, now help them Achieve Success. - 28 - Yahoo! Confidential Now that you’ve got them won over… - 29 - Yahoo! Confidential Provide the Tools Necessary to Succeed! Create SEO Guidelines! - 30 - Yahoo! Confidential Provide the Tools Necessary to Succeed! Create comprehensive Resources! - 31 - Yahoo! Confidential Provide the Tools Necessary to Succeed! Create avenues of sharing you Knowledge! - 32 - Yahoo! Confidential Step 8: Make sure they play by the Rules You’ve laid the groundwork, now follow up and Review, Review, Review! - 33 - Yahoo! Confidential Pretend YOU are QA, and make sure they… - 34 - Yahoo! Confidential Step 9: Continue the Evangelism You now have Buy In and Relationships, you still need to Prove Success! - 35 - Yahoo! Confidential In order to keep them happy - 36 - Yahoo! Confidential You have to show results! - 37 - Yahoo! Confidential Which will keep them happy… - 38 - Yahoo! Confidential If you take anything away It should be… Relationships - 39 - Yahoo! Confidential If you take anything away It should be… + - 40 - Yahoo! Confidential If you take anything away It should be… Influencing and Persuasion - 41 - Yahoo! Confidential If you take anything away It should be… = - 42 - Yahoo! Confidential If you take anything away It should be… - 43 - Yahoo! Confidential THANK YOU! Tony Adam SEO Manager @ Yahoo! tadam@yahoo-inc.com Find me! Text ‘tonyadam’ to 50500 http://tonyadam.com/blog/ http://twitter.com/tonyadam tony@tonyadam.com - 44 Yahoo! Confidential