Alliances in the Enterprise: How Brands + Agencies Can Thrive & Drive SEO

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How brands and agencies can work together to drive excellence in SEO.

How brands and agencies can work together to drive excellence in SEO.

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  • 1. Alliances in the Enterprise Brands & Agencies: Improving SEO Models Adam Audette :: @audette
  • 2. This talk has three parts 1. Evolution 2. State of the Union 3. Ideal Working Models
  • 3. 1. Evolution
  • 4. SEO started here…
  • 5. SEO started here…
  • 6. (ok more like this guy)
  • 7. (but this guy is cooler)
  • 8. The roots of search engine optimization  Affiliate spam  Link spam  Cloaking  Churn and burn sites  Thin content  Reverse engineering the algorithm  Ranking obsession  Tactical cat and mouse
  • 9. SEO is big $$$$$$$$
  • 10. SEO became institutionalized
  • 11. RKG’s approach to modern SEO  User focused  Sustainable  Relevance  Focus on data  Focus on content  Customer retention & acquisition  Business intelligence
  • 12. 2. State of the Union
  • 13. I want to grow the marketing budget.. In-house guy
  • 14. and use an agency that doesn’t give me interns… In-house guy
  • 15. and actually understands my business. In-house guy
  • 16. I want to grow the agency… Agency gal
  • 17. and scale our teams and processes… Agency gal
  • 18. so we can attract great brands. Agency gal
  • 19. Diverging goals? Brands Agencies
  • 20. Diverging goals? Brands Agencies Need experts Need to scale
  • 21. Agency crux: execution gap
  • 22. Brand crux: resource constraints
  • 23. Agencies aren’t flexible enough
  • 24. Brands aren’t intentional enough
  • 25. Partnerships are the goal, but…
  • 26. RFPs and staff churn are the norm
  • 27. Brands need clear strategy and priorities
  • 28. Agencies give lists of ‘to-dos’
  • 29. What matters is what drives revenue.
  • 30. Agencies need real bench strength
  • 31. Brands need smart selection
  • 32. It always comes down to two things Performance Brands Agencies Relationship
  • 33. 3. Ideal Working Models
  • 34. BRANDS Build from within
  • 35. BRANDS Be the bridge
  • 36. AGENCIES Create flexible delivery models
  • 37. AGENCIES Don’t waste your client’s time
  • 38. BRANDS Never outsource ‘link building’
  • 39. AGENCIES Building links? Better know your s#!t.
  • 40. Agency Team Structures
  • 41. Typical Agency Team Structure Account Executive Expert Expert Point person responsible for relationship Also primary sales function Not heavily client facing
  • 42. Typical Agency Team Structure Account Executive Analyst Analyst Point person responsible for relationship Also primary sales function Often novice hires
  • 43. Example RKG SEO Delivery Model: Technical Global PM Key Reporting Content
  • 44. Example RKG SEO Delivery Model: Content Strategy Social Analytics Comp. Insight (shared)
  • 45. Example RKG SEO Delivery Model: Technical Content PM Analytics Reporting
  • 46. Enterprise SEO is still evolving
  • 47. Adam Audette @audette Q & A