empowering the agency stakeholder by bill hunt and cindy yerkie
Post on 05-Apr-2017
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#SMX #24A @cayseo @billhunt
Empowering the Agency Stakeholder
Taking the Brand/Agency
Partnership to the Next Level
#SMX #24A @cayseo @billhunt
Empowering the Agency Stakeholder
Taking the Brand/Agency
Partnership to the Next Level
#SMX #24A @cayseo @billhunt
Expand size of teamLeverage Agency knowledge & experienceLeverage Agency tools Changes are accepted from 3rd party sourcesSomeone to blame when things go wrong
Why use agencies?
#SMX #24A @cayseo @billhunt
Only 2 on HPE SEO TeamCovering 45 countries with 10 languagesLeverage agency/consultant experience to scale globally Implemented compliance tools not just for SEO but for full site enforcement
Team Expansion Value
#SMX #24A @cayseo @billhunt
Previous agencies were cookie cutter and lacked enterprise scale experienceCurrent agency is hands on, scale focused, and understands our business, culture, product set and competitors. Consultant used to vet difference and manage big pictureCurrently leverage the collective experiences for maximum value
Agency Timeline
#SMX #24A @cayseo @billhunt
Current Search StructureIn-House Team Search Agencies Global Consultant
Manage Search Strategy
Prioritize Resources
Enforce Best Practice Compliance
Stakeholder Education
Agency Management
Execute Search Strategy
Day to Day Improvements
Scaling in Business Units
Performance Monitoring/Management
Content Effectiveness
Global Search Strategy
Trusted Advocate
Special Project Focused
Holistic View & Course Correction
Specialized Enterprise Tools
#SMX #24A @cayseo @billhunt
Maintained program continuity and knowledge
Enables “ad hoc” projects
Leverage collective experiences and challenges from similar companies
Advantages of Consultant Pillar
#SMX #24A @cayseo @billhunt
Multi-party team ensured jargon-free materials vetted from different views and adapted to HP then HPE
Identified workflow challenges and process gaps that resulted in scale and increased efficiency
Materials still used today and were critical in enforcing the HPE split and content migration process
Collaborative Training Materials
#SMX #24A @cayseo @billhunt
Prep prior to migration reduced challenges and negative impact on SEO
Tools and process for large scale migration not available by typical agency
Not a perfect migration but collaboration and experience ensured no key steps were missed
HPI to HPE Migration
#SMX #24A @cayseo @billhunt
Created workflow to identify opportunities for increased leads and sales
Focused on actions that show impact High Ranking Low Click KeywordsPLP Monitoring High CPC No Organic RankHREFLang to ensure correct market pages
Move to Demand Gen/Data Driven SEO
#SMX #24A @cayseo @billhunt
Identified missed opportunities for exposure due to cannibalization, lack of ranking, mixed messages and irrelevant snippets
Consultant is “Neutral Party” between PPC and SEO Agency
DataPrizm acts as natural “Chinese Wall” between agencies
Consultant focused on big picture while agencies & In-house team focused on implementation
PPC/SEO Co-Optimization
#SMX #24A @cayseo @billhunt
Deep technical problems identified with site load balancing and created implementation plan benefiting SEO and IT
Develop countermeasures to expected outcomes to minimize damage
Resolve Complex Problems
#SMX #24A @cayseo @billhunt
Develop unique business case for keeping redirects and identified mission critical redirects
Agency identified most valuable links to update and negative impact if not correctly redirected
Developed “Redirect Traffic Impact” model to support redirects
What is the Value of a 301?
#SMX #24A @cayseo @billhunt
Business Value of Individual SEO Efforts
Crisis Management and Technical Challenges
Content Management System Migrations
Asset alignment and importing into new systems
Non-Traditional SEO Requirements
#SMX #24A @cayseo @billhunt
Find the Agency/Partner mix that works best for you
Leverage & trust partner knowledge to move search forward
Change does not happen overnight
Enforce data sharing between all parties
Closing Tips & Recommendations
#SMX #24A @cayseo @billhunt
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
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