Duane Forrester

SEO

Reflecting On What I Have Learned As An InHouse SEM, Time To Move On

Back in 2001 when I started my professional career in online marketing, SEO was still pretty new. Paid search had literally just materialized in the form of goto.com (anyone remember penny bids?!). Everything was still soft and new. Negotiating ad buys was as simple as cutting the seller’s price in half. Paid search could be […]

Link Building

Of Salary Surveys, Training Options And Twelve Days

It’s that time of year again, when an in-house SEO’s mind turns to spiked eggnog at the company party and tinsel around the cubicles. With 2011 looming large in our collective monitors, it feels like the right time to share some love. Again this year SEMPO has run the Industry Salary Survey. Started a few […]

SEO

How To Frame Your SEO Conversations So Work Gets Done

Getting buy in for your SEO work is critical. For in-house SEOs, there is usually at least a small measure of politics involved and a number of different levels of understanding during each phase of sign off. During all of your conversations, pitches and back-room deal making (ex. I’ll wash & wax your car for […]

Link Building

Will Your Inhouse Social Program Win Awards?

Recently I decided to delve deeper into social media than I ever have. Trying to wrap my head around the actual value behind social, in its many forms, I began actively posting on Twitter – like a madman. My goal was simple: get more followers. No clue what I’d do with them, but getting them […]

SEO

The SEO Rap Sheet: What Does Your Mug Shot Look Like?

While attending the SMX Advanced conference in Seattle this year, I was very eager to sit in on the SEO Mega Session to see a panel of industry vets. True to form, this session was chock-full of useful insights, lots of ribbing, and more than a little eye rolling between the panel members. At some […]

Mobile

The Only Constant Is Change

Lately, I’ve heard a lot of folks chattering about the hot topics of the day. Google traffic is down after their update, mobile SEO is the future and now the flutter is about the apparent changes we’re seeing in the sitemap protocol. I suspect in house folks have a split view on these topics. On […]

SEO

Internal SEO Communications: A 3 Step Plan

Are you struggling to communicate your program’s successes and plans across your organization? Do you have a hard time getting people to pay attention to SEO in your company? Let’s take a look at a three step plan to improve your internal SEO communications. Newsletters I’m sure everyone has thought of this approach by now. Not […]

SEO

What To Expect From An SEO/SEM Agency

To many, I must seem like a curmudgeon who hates agencies. I often write about their failure to do this or that, or their overcharging for so little worthwhile output. Today, I’ll broaden the scope a bit and try to create a list of expectations you should have and that your agency should meet. Some […]

Link Building

What The Future Of Search And Social Marketing Means To An InHouse SEM

I’ve been thinking a lot lately about the future of search. What will it look like? What will the changes ahead mean to me as an inhouse search marketer?  Will my work be different? Will I need new skills? It’s almost a dead certain reality that any inhouse search marketer today will need to develop […]

Link Building

When In House Should Opt For Outsourcing

There are not too many times when I advocate that an in-house SEO program should turn to outsourcing. Far too many times I have seen businesses hire agencies to perform SEO work, and it ends up being a case of the visually impaired leading the visually impaired. It’s rare, but some agencies and consultants truly […]

Link Building

In-House Training: The Plan Versus Reality

As part of your job managing in-house search marketing, you’ve no doubt created a training plan. At some point, you either have delivered training, or will need to. Whether it is natural search optimization, paid search management, social media, link building or any of the other disciplines that orbit around the world of search, training […]

Link Building

6 New Years Resolutions For In-House SEMs

Your resolution list might look different than this one, but that’s not the point. The point here is that you actually have an SEO resolution list. Either get cracking on those projects that stalled in 2009 and find your success by managing the work smartly, or use some of these ideas to jumpstart your 2010 […]

SEO

Inside Out: Managing Your Agency

Is it just me, or do too many agencies claim to be able to perform organic search optimization for clients? I mean, really. An agency that charges someone for doing “SEO” as part of a site build should be able to understand how to populate meta descriptions, and what to populate them with. Right? Sitemaps […]

SEO

Fall In Line: Understanding SEO’s Place In Company Ecosystem

We’ve all been there. Heck, many of us are still there right now. We come to work every day, game to do whatever it takes to “move the needle”. You know the importance of your SEO work to your company’s bottom line, so your head is constantly down to get things done. This often means […]

Link Building

7 Touch Points For In-House SEO Success

The goal here today is not to cover every single point in an internal SEO plan, but to provide you a reasonable framework to work from. Using these points and fine tuning to your unique situation, will help you create a detailed plan which will be successful. Domain expertise No program will function without domain […]

SEO

Creating Synergies With Organic & Paid Search

It’s no secret that SEO is but one tactic which can be used to drive traffic to your site.  Anyone who has managed SEO and paid search campaigns can easily point out the advantages of both.  The trick, in larger companies, is to ensure they exist side by side.  Too many times these core traffic […]

SEO

Do You Sound Like A Broken Record? Get Used To It…

In a world where everything changes at break-neck speed, it seems like not a day goes by where I don’t utter some version of the same words and advice.  After a recent chat with a couple of other in-house SEOs, it occurred to me… we sound like a broken record. Are we destined to repeat […]

SEO

The Ebb and Flow of SEO

Like some many things around us, SEO follows a certain organic (if you’ll pardon the pun) ebb and flow.  Support for SEO programs hinges on often fickle politics, in some cases, and in all cases, it happens at the pace resources allow.  In today’s globally depressed economy, how do you manage your program to ensure […]

Link Building

Need A Culture Shift? Build An SEO Taser!

It’s no secret everyone wants to see results these days.  Times are tough, revenues down, expectations are up.  It’s a fight to maintain market share, never mind grow it.  And every day your inbox bubbles up requests for “SEO to drive more traffic, more page views, MORE REVENUE!”  You want to help folks, you want […]