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

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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