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Bringing SEO in-house with SEO expert Bob Tripathi, Sears Holdings, at SES Chicago 2010

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Uploaded on Dec 16, 2010

Lisa Buyer, The Buyer Group, interviews Bob Tripathi, Sears Holdings, at SES Chicago 2010 on the subject of bringing seo in-house. Bob discusses how he manages his own seo team. Bob says the first crucial step that all organizations must get right is how to correctly implement the matching of their organizational structure to their seo team design. Because of the blending of search and social, Bob says companies must integrate into their website the opportunity for customers to comment; this includes the creation of a blog and the integration of Twitter. Bob cites the example of Zappos which allows employees to tweet about Zappos products and all of their tweets get archived into the Twitter platform. For Bob, this dovetails into the idea of always thinking about how to bring content onto your own website, while integrating the latest sharing or social media platforms. Integrating external social media platforms into your website also enables the procuring of referring links as well.

For more information about Sears Holdings, please visit: http:/www.searshc.com

For more information on speaking at SES, please visit: http://www.seschicago.com

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