How IBM Generated $250M of Lifetime Traffic Value (LTTV)

Content and Conversation: SEO Tips from Siege Media

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

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