sempo 5-stepssempo webinar on organizational nirvana; 5 steps to properly integrate seo
DESCRIPTION
It's not easy being an SEO. With a constantly evolving search landscape and ranking algorithms being updated on a daily basis, the need for integration at all levels of an organization means the difference between a good - and great - SEO team is getting wider.TRANSCRIPT
Organizational Nirvana5 Steps to Properly Integrate SEO
Doug Platts
Vice President, Search Strategy
iCrossing 1
Benefits of SEMPO Membership
• Expand Your Knowledge
with webinars, hangouts, and
annual survey results
• Engage With Industry
Leaders at local networking
events and through
committee involvement
• Grow Your Business and
Maximize Your Career
Growth through the job
board, writing for the blog or
newsletter, and promoting
your brand
2
SEMPO Sponsors and Partners
3
Housekeeping
4
Organizational Nirvana5 Steps to Properly Integrate SEO
Doug Platts
Vice President, Search Strategy
iCrossing 5
5 steps to properly integrate SEO
ADVANCED SEO
CO
LL
AB
OA
RT
ION
SM
AR
T D
ATA
GL
OB
AL
IZA
TIO
N
BIG
GE
R
FU
ND
ING
Source: https://flic.kr/p/da8jMn
Source: https://flic.kr/p/da8jMn
Big data is useless
Source: https://flic.kr/p/da8jMn
Big data is uselessWithout little data
For iCrossing, it’s all about moments
Graduated
College
Baby on
the way
House Hunting
Furniture
Shopping
For iCrossing, it’s all about moments
Graduated
College
Baby on
the way
House Hunting
Furniture
Shopping
For SEOs, its about Google restricting data
• In late 2011, Google began encrypting organic search query data for users
who were logged into a Google service.
• Two years later, brands are observing higher and higher rates of encrypted
Google keyword data, with some reports of sites now seeing a 100% loss.
What business questions should
SEOs be asking?
• What is the trend in Organic Search traffic or
conversions to this section of the site?
• How did a recent site change affect Organic Search
traffic or conversions?
• Which pieces of content are attracting the most traffic
and meeting our objectives for site visitors?
• Are certain pages or site sections attracting search traffic
that we’d rather go to more conversion-friendly pages?
• How is the activity of other channels affecting Organic
Search traffic & conversions, and vice versa?
Don’t forget about keywords though…
• AdWords Paid & Organic Report
• Other search engines
• Webmaster Tools
• Ranking data
• Page level analytics data
• Search data from previous years
Brand Re-versioning by Graham Smith – imjustcreative.com
Find opportunities in your data
• Look at paid search data to discover the highest-converting,
highest-cost, or highest- traffic terms from which to generate new
content ideas.
• Using paid search to identify top keywords is not a new strategy, but
it is more important now as natural search keyword data is
becoming less reliable.
Find opportunities in your data
• Examine bounce rates and unproductive traffic to improve your
conversion rates. If necessary, re-optimize pages to target different
keywords that may perform better.
• Monitor visibility and search engine referral traffic for
fluctuations that may indicate a technical/code issue or a
penalty. While this is of the utmost importance during a redesign or
migration process, these issues can crop up during normal activities
as search engines continue to refine their algorithms.
Become audience informed
d a t ac l i e n t
d a t a
Audience informed reporting
Less than HS
Diploma6%
High School
Diploma27%
Some College
31%
Bachelor's Degree
23%
Graduate Degree
13%
Top Level of Education Attained
19.9%
33.9%
14.7% 15.2%
10.4%
5.9%
0%
5%
10%
15%
20%
25%
30%
35%
18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 andOlder
Age Range Distribution
Audience informed strategy
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Under$20,000
$20,000 -$29,000
$30,000 -$39,999
$40,000 -$49,999
$50,000 -$59,999
$60,000 -$74,999
$75,000 -$99,999
$100,000 -$124,999
$125,000 -$149,999
$150,000+
November
December
January
February
March
April
• Leverage existing platforms and identify new technology
to drive audience insights & channel efficiencies
• Drive adoption across Business Units to achieve
consistent data for measurement
• Distill Big Data into Little Data for actionable insights
• Co-ordinate Corporate/Business Unit goals and
opportunity to communicate across stakeholders
‘Smart Data’ can be achieved through:
• Platforms: Site Analytics, Social Media Insights,
Webmaster Tools, Paid Search, Audience Data, Site
Search
• Integration: SEO/SEM, Social/Content/Search, Creative
Execution/Digital Reach
• Internal Communications: Clarify Stakeholders, R&Rs,
Standardization, Direction
Hotels
Things
To Do
Cruises
Packages
Tours
Flights
Car
SEO
Connected data
Source: https://flic.kr/p/dCgGXf
Collaboration
Source: https://flic.kr/p/dCgGXf
• Setting a strong foundation through addressing core
pillars within each digital marketing channel
• Building on core pillars through integration across
channels
• Define touch points and work-flow of both always-on
and campaign activities
• Define clear global governance guidelines and
connect with channel leads as part of a global
council
‘Integration’ can be achieved through:
• Campaign led initiatives coordinated across
channels
• Understanding the interplay between always on
channels, e.g. SEM/SEO
• A consumer focused approach to communication
through collaboration between Media and Social/PR
Media
ATL
BTL
PR.com
Social
SEO
SEO
Collaboration leads to an integrated strategy
SEO + SEM naturally align
Content
Optimizatio
n
Keyword
StrategyTraffic Analytics
Quality
Score
Bid
Optimizatio
n
Conversion Cookie Pool
Audience
data
Shared ROI
goals
Keyword
governance Landing page
experienceCross channel budget
planning
SERP
ownership
SEO work
stream
SEM work
stream
An integrated framework for content
marketing
Audit
&
Planning
Creative Production
&
Media Planning
The
Need
Content
Concepting
&
Development
Content
Launch
Analytics
Media
Phase 1 Phase 2 Phase 3 Phase 4
The Insight The Idea
The
Concepts
The
Release
10 connections in SEO
Source: http://connect.icrossing.co.uk/10-connections-for-the-seo-team-to-make-in-2014_11614
Source: https://flic.kr/p/chEwR9
FUNDING
Source: https://flic.kr/p/4kHkCf
IMPORTANCE
Source: https://flic.kr/p/4kHkCf
IMPORTANCE GROWTH
Source: https://flic.kr/p/4kHkCf
STRATEGY
IMPORTANCE GROWTH
Source: https://flic.kr/p/4kHkCf
STRATEGY
IMPORTANCE GROWTH
INVESTMENT
Greater communication leads to stronger
funding
• Identify areas to connect with Stakeholders and
global Corporate leads to a more effective Search
program
• Become part of Business Unit planning and
Corporate strategy sessions
• Agree touch points with key stakeholders, and
deliverables for communication tailored
‘Communication’ can be achieved through:
• Knowing where to have a seat at the table
• In-person connections to key stakeholders
• Communication – All Hands/Exec/Council
• Activation and knowledge sharing of regional
initiatives
Business Cases for Investment
Channel Guidelines
Quarterly Business Reviews & Reports
POVs for Major Updates
On-demand Best Practice Workshops
Source: https://flic.kr/p/7ys8nH
BRAND AWARENESS BRAND MANAGEMENT
Source: https://flic.kr/p/7ys8nH
BRAND AWARENESS
SMALLER BUDGETS
BRAND MANAGEMENT
LARGER BUDGETS
Source: https://flic.kr/p/7ys8nH
BRAND AWARENESS
SMALLER BUDGETS
BIGGER EXPECTATIONS
BRAND MANAGEMENT
LARGER BUDGETS
MULTIPLE PROJECTS
Source: https://flic.kr/p/7ys8nH
BRAND AWARENESS
SMALLER BUDGETS
BIGGER EXPECTATIONS
MORE AGILE
BRAND MANAGEMENT
LARGER BUDGETS
MULTIPLE PROJECTS
LONG SIGNOFF
Source: https://flic.kr/p/7ys8nH
BRAND AWARENESS
SMALLER BUDGETS
BIGGER EXPECTATIONS
MORE AGILE
LESS RESOURCE
BRAND MANAGEMENT
LARGER BUDGETS
MULTIPLE PROJECTS
LONG SIGNOFF
MORE COORDINATION
Source: https://flic.kr/p/7ys8nH
BRAND AWARENESS
SMALLER BUDGETS
BIGGER EXPECTATIONS
MORE AGILE
LESS RESOURCE
SOLE MARKETING CHANNEL
BRAND MANAGEMENT
LARGER BUDGETS
MULTIPLE PROJECTS
LONG SIGNOFF
MORE COORDINATION
MULTIPLE MARKETING CHANNEL
Source: https://flic.kr/p/7ys8nH
BRAND AWARENESS
SMALLER BUDGETS
BIGGER EXPECTATIONS
MORE AGILE
LESS RESOURCE
SOLE MARKETING CHANNEL
HIGH RELIANCE ON RETURN
BRAND MANAGEMENT
LARGER BUDGETS
MULTIPLE PROJECTS
LONG SIGNOFF
MORE COORDINATION
MULTIPLE MARKETING CHANNEL
MARKETSHARE
Source: https://flic.kr/p/7ys8nH
BRAND AWARENESS
SMALLER BUDGETS
BIGGER EXPECTATIONS
MORE AGILE
LESS RESOURCE
SOLE MARKETING CHANNEL
HIGH RELIANCE ON RETURN
BRAND MANAGEMENT
LARGER BUDGETS
MULTIPLE PROJECTS
LONG SIGNOFF
MORE COORDINATION
MULTIPLE MARKETING CHANNEL
MARKETSHARE
NEW TO SEO HIGHER LEVEL OF KNOWLEDGE
Source: https://flic.kr/p/7ys8nH
BRAND AWARENESS
SMALLER BUDGETS
BIGGER EXPECTATIONS
MORE AGILE
LESS RESOURCE
SOLE MARKETING CHANNEL
HIGH RELIANCE ON RETURN
BRAND MANAGEMENT
LARGER BUDGETS
MULTIPLE PROJECTS
LONG SIGNOFF
MORE COORDINATION
MULTIPLE MARKETING CHANNEL
MARKETSHARE
NEW TO SEO
FOCUSSED CAMPAIGN
HIGHER LEVEL OF KNOWLEDGE
BROAD CAMPAIGN
Source: https://flic.kr/p/7ys8nH
TEST AND LEARN
Source:
http://oculawlib.blogspot.com/2010/04/resourc
es-for-exam-preparation.html
GLOBALIZATION
Source: https://flic.kr/p/7Wctu5
Globalization can get very tactical
Source: http://www.slideshare.net/icrossing/building-a-global-brand-in-the-digital-age
Agree priorities across Corporate, Business Unit and Regional
teams
Understand broader brand vision/initiatives and timelines
Co-ordinate with all channels to have clarity on the bigger
picture of marketing challenges
Continuous development of best practice frameworks, process
and activities for global communication
Evaluation of new approaches to ensure adoption
‘Governance’ can be achieved through:
Redefined globalization infrastructure & approach
Best practices/Boot Camp to support comms
Regionalized service center to cater to all needs
Consistent data, documentation, structure
Activation and success of Corporate initiatives
Return Risk DisruptionIntegration Trends
Successful globalization is more about
operational
Evangelism Platform
Integration Services
Client / iCrossing
Framework for Global SEO
Source: https://flic.kr/p/7bdSg8
FOR SEOs
All of this is
important
Source: http://moz.com/blog/visual-guide-to-keyword-
targeting-onpage-optimization
As well as
gaining these
Source: http://www.searchmetrics.com/en/knowledge-
base/ranking-factors/
Content Syndication Map
Content Mapped to Decision
Process
Content Streams
Content Prescription
Content Creation
Content Object
Spreadsheet
But we have to be connected
But we have to be connected
But we have to be connected
ADVANCED SEO
CO
LL
AB
OA
RT
ION
SM
AR
T D
ATA
GL
OB
AL
IZA
TIO
N
BIG
GE
R
FU
ND
ING
What we’ve learned today
Q & A
55
Thank You!
Doug Platts
VP, Search Strategy, iCrossing
56
About iCrossing
iCrossing, recently named a “Leader” in Gartner’s Magic Quadrant for global
digital marketing agencies, builds connected brands for some of the world’s
most recognized companies including Beam Suntory, Inc., The Coca-Cola
Company and LG Electronics. The agency combines its expertise in media,
creative and analytics to create moments that build close relationships with
brands and their customers in real time. iCrossing, a unit of Hearst Corporation,
is headquartered in New York and has 900 employees in 17 offices globally. For
more information, visit www.icrossing.com or its social spaces.