No Magic Wands…
No Hidden Tricks…
No Secret Handshakes…


Just Knowledge Sharing.

White Papers

27 Strategies for working with the key roles involved in website development.


Leap over obstacles and jump to the next level - synergy with the rest of the organization.



Video Tutorials


Web Developer Toolbar for SEO
How-to Videos
Matt Cutts Video Tutorials
Organized by SEO Genre

Video Interviews


Alex Volk
In-house SEO
Topher Kohan
SEO Coordinator
David Roth
Sr. Director, Search Marketing

Bing Webmaster
Duane Forrester
Sr. Product Manager
Ruth Burr
Senior Manager, Search Marketing
Paul Edmondson

Dennis Goedegebuure
VP of Marketing
Markus Renstrom
Head of SEO
Nima Asrar Haghighi
Head of Internet Marketing

Michael Nguyen
SEO Strategist
Survey Monkey
Eli Schwartz
Online Marketing Manager
E! Online
Becky Westmoreland
SEO Manager


Check Lists



Presentation Gallery



Resources by Challenge


In-house SEO Life Cycle

The In-house SEO Life Cycle, Search Engine Land
When the Honeymoon Ends, Search Engine Watch

Starting Your In-house SEO Program

When to bring SEO In-house, Search Engine Land
In-Housekeeping 101: Where to Put Your SEO Department, Search Engine Land
Hit the Ground Running with In-house SEO, Search Engine Land
Do you need SEO standards for your company? , Search Engine Land

In-house SEO Staffing

No, Jr. You Can’t be our SEO Leader (Yet), Search Engine Land
Tips for Your First Days In-house, Search Engine Watch

Working With the Rest of the Company

Raising the Organizational Visibility of the Search Marketing Function, Search Engine Land
Where SEO Belongs in the Development Life Cycle, Search Engine Land
Nobody Likes to Hear Their Baby is Ugly, Search Engine Watch
IT Roadblocks? Try some In-house SEO Training, Search Engine Watch

Misc. In-house SEO Articles

SEO Site Audit – A Wise Investment for All Companies, Search Engine Land
SEOs Should Understand Network Infrastructure, Search Engine Land
Directory Sumission Vitals, 2007 Essential Guide to Search Engine Marketing (PDF, page 18)

Reputation Management

What are Search Engines Saying about Your Brand
13 Tips for Getting Page 1 Rankings for your Brand
Dominate Page One for your Brand Phrases
What to do When Your Company Wikipedia Brand Goes Bad
Protect your Employees Online
Search Engine Reputation Management: Setting and Maintaining Expectations


B2B Issues: How to Beat Out Competition with Keyword Intelligence
Business Case for Expanding B2B SEM

Interviews with Leading In-house SEOs

In-house Spotlight: Baron Ginetti with (Formerly with
In-house Spotlight: Bill Macaitis with Fox Interactive Media
In-house Spotlight: Tim Dineen with
In-house Spotlight: Marcus Couch with
In-house Spotlight: Shane Vaughan with Balihoo
In-house Spotlight: Christian Science Monitor’s SEO
In-house Spotlight: Duane Forrester with Sports Direct Inc.
In-house Spotlight: Dustin Woodeard with
In-house Spotlight: Tanya Vaughan, HP’s in-house SEO
In-house Spotlight:’s Manager of Search Initiatives
In-house Spotlight: Aaron Shear,’s former in-house SEO
In-house Spotlight: Dave Roth, Yahoo! Inc.’s Director of Search Marketing