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Alliances in the Enterprise 
Brands & Agencies: Improving SEO Models 
Adam Audette :: @audette
This talk has three parts 
1. Evolution 
2. State of the Union 
3. Ideal Working Models
1. Evolution
SEO started here…
SEO started here…
(ok more like 
this guy)
(but this guy is 
cooler)
The roots of search engine optimization 
 Affiliate spam 
 Link spam 
 Cloaking 
 Churn and burn sites 
 Thin content...
SEO is big $$$$$$$$
SEO became 
institutionalized
RKG’s approach to modern SEO 
 User focused 
 Sustainable 
 Relevance 
 Focus on data 
 Focus on content 
 Customer ...
2. State of the Union
I want to grow 
the marketing 
budget.. 
In-house guy
and use an 
agency that 
doesn’t give 
me interns… 
In-house guy
and actually 
understands 
my business. 
In-house guy
I want to grow 
the agency… 
Agency gal
and scale our 
teams and 
processes… 
Agency gal
so we can 
attract great 
brands. 
Agency gal
Diverging goals? 
Brands Agencies
Diverging goals? 
Brands Agencies 
Need 
experts 
Need to 
scale
Agency crux: execution gap
Brand crux: resource constraints
Agencies aren’t flexible enough
Brands aren’t intentional enough
Partnerships are the goal, but…
RFPs and staff churn are the norm
Brands need clear strategy and 
priorities
Agencies give lists of ‘to-dos’
What matters is 
what drives 
revenue.
Agencies need real bench strength
Brands need smart selection
It always comes down to two things 
Performance 
Brands Agencies 
Relationship
3. Ideal Working 
Models
BRANDS 
Build from within
BRANDS 
Be the bridge
AGENCIES 
Create flexible delivery models
AGENCIES 
Don’t waste your client’s time
BRANDS 
Never outsource ‘link building’
AGENCIES 
Building links? Better know your s#!t.
Agency Team 
Structures
Typical Agency Team Structure 
Account 
Executive 
Expert 
Expert 
Point person responsible for 
relationship 
Also primar...
Typical Agency Team Structure 
Account 
Executive 
Analyst 
Analyst 
Point person responsible for 
relationship 
Also prim...
Example RKG SEO Delivery Model: 
Technical Global 
PM 
Key 
Reporting Content
Example RKG SEO Delivery Model: 
Content 
Strategy 
Social 
Analytics Comp. 
Insight 
(shared)
Example RKG SEO Delivery Model: 
Technical Content 
PM 
Analytics Reporting
Enterprise SEO is still evolving
Adam Audette 
@audette 
Q & A
Alliances in the Enterprise: How Brands + Agencies Can Thrive & Drive SEO
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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.

Published in: Marketing

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

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