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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