Show Notes:
- 00:39: Bryan’s original post on how IBM generated over $250M of lifetime traffic value (LTTV) in 2021
- 1:10: IBM’s “Inbound Workbook”
- 8:13: What processes have made the workbook successful?
- 10:41: What is the “diamond team model” and how has it helped SEO in larger organizations
- 16:45: IBM’s SEO team breakdown
- 21:46: The benefits of keyword frameworks
- 14:25: Why user stories are important
- 16:42: What is content engineering?
- 24:54: IBM’s attribution models
- 29:44: How to build an SEO movement at a large organization
- 33:20: The benefit of using keywords in addition to charts in internal reporting
- 40:23: Who do you invite to the internal Slack channel?
- 42:36: Bryan’s evolution of role and management best practices
- 45:19: How IBM uses internal blogging
- 51:54: The pros and cons of email communication
- 53:58: How long does it take to roll out a successful SEO program?
- 1:01:00: The effects of redirects for IBM, link building strategy
Show Links:
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