Jessica Bowman caught up with Markus Renstrom, Head of SEO at Yahoo, to talk about his thoughts on training, what they do at Yahoo, and to glean more of his juicy tidbits for the in-house SEO community. Take it away Markus:
- Get really smart at training, is Makus’ advice. Tailor the material based on what your audience does. Make it crystal clear (so that even your granny can understand) exactly what they need to do when they go back to their desk. Don’t forget to follow-up. Too often trainings are conducted, new tasks/processes are assigned, but accountabilities, check-ins, and adjustments are not made. The end result is nothing happens.
- Get really great at executing SEO training is SEOinhouse.com’s advice. This is crucial, but not everyone has the “aptitude” to execute great training. Few subject matter experts are good at communicating their technical expertise in a way that others can understand and get excited about. You need to have passion about SEO, and the ability to drop the jargon and talk about SEO in everyday language so that someone who knows nothing about SEO can grasp the concepts AND how they act on them in their everyday activities.
- Create the process and supporting materials first. Then, create a standard and implement it by training the company on the new standard. This is great in theory, but too often it fails during execution because the materials are poorly thought through, overwhelming and not understandable by non-SEOs. Ideally people/SEO teams with the “aptitude” for creating brilliant resources would create resources for other departments. If you do not have this skill, outsource it. When SEO generates millions in revenue a year, this is money well spent.
Watch all of Markus’ geniusness.