How to be Successful at Bringing SEO In-House

During the recent PubCon South at Austin 2011 conference held in Austin Texas, PubCon video content producer Vanessa Zamora sat down for a video interview with conference speaker Peter Leshaw, director of online marketing at Lakeview Health Systems. Leshaw spoke about in-house search engine optimization (SEO) during PubCon South at Austin 2011, and with Zamora he shared how over the past year he was tasked with the challenge of bringing SEO in house at his company. Leshaw started the transition by getting his team organized and in place, followed with setting up tracking methods, and finally worked to ensure marketing initiatives were being met. To be successful at managing SEO in-house, Leshaw had to re-assign a team that had overlapping responsibilities in SEO and blogging, and cut down on the dozen or so agencies working on everything from pay-per-click (PPC) marketing to video optimization to streamline the marketing team. Online marketing efforts are too hard to control with that many hands in the pot, according to Leshaw.....