Seo Integration Across Organizations V4
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Seo Integration Across Organizations V4

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Seo Integration Across Organizations V4 Seo Integration Across Organizations V4 Presentation Transcript

  • SEO Integration across Organizations
  • SEO Integration
      • Why is it important?
      • Things you can do to elevate yourself and the conversation
      • at your agency/client
  • SEO Integration
    • SEO is valuable (we all know this)
      • Traffic, share of voice, online visibility, conversions…….and so on.
    • "Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled."
    • Allan Jenkins
    • Global Communications Consultant
  • SEO Integration
    • Why is it so hard then to integrate?
  • SEO Integration
    • How many of you are involved from:
    • Upfront brand planning and budgeting – through site architecture – through creative – through technical build – through analytics integration – through site launch – through ongoing optimization?
  • SEO Integration
    • Reasons why not all of us are involved throughout?
  • SEO Integration
    • There are so many moving parts
  • SEO Integration
    • The creative ambition or technical limitations often take precedent…
  • SEO Integration
    • The value is often 3-6 months away
  • SEO Integration
    • and the value can be hard to immediately quantify in media or brand comparison (marketing speak)
  • SEO Integration
    • Today…some thoughts integration with:
    • - Planning
    • - Information Architecture
    • - Creative
    • - Media / PR
  • SEO Integration
    • The Big Opportunity
  • SEO Integration
    • You can likely do/own this at your agency
    • Or do/own challenging your agency to do this
  • SEO Integration
    • Integrating with Brand Planning
  • SEO Integration
    • Learn to speak their language (it’s different and it’s visual)
    • And then ADD execution to theory
  • Female: Sweet Spot 30-39 Very likely to have kids More likely to have young kids They have variable incomes & variable education Top Online Activities: Very active email users and searchers Enjoy sharing content such as e-cards Key Influencers: Friends and Family 3 rd- party trusted sources (TV personalities maintain high impact) Example: DQ
  • Women are more likely than men to search for Cakes or Birthday Cakes Source: Microsoft AdCenter 8x Our Audience is “searching”
  • SEO Integration
    • Information Architecture
  • SEO Integration Two things: Show them keyword research…they’ll bite Show how people are using the site now
  • SEO Integration
    • Information Architecture
    • Keyword Research can help define organization of the content
  • SEO Integration
    • Information Architecture
    • Keyword Research can help define organization of the content
  • SEO Integration
    • Information Architecture
    • Keyword Research can help define organization of the content
  • SEO Integration
    • Information Architecture
    • Keyword Research can help define organization of the content
  • SEO Integration
    • CREATIVE
  • SEO Integration Show them you can increase the visibility of their work.
  • SEO Integration
    • CREATIVE
    • Flash content can be made viewable for search engines
  • SEO Integration
    • CREATIVE
  • SEO Integration
    • CREATIVE
    • SEO gone too far?
  • SEO Integration
    • COMMUNICATION TEAMS
  • SEO Integration Show them how you can extend the reach of their current efforts Add in the fact that online….you can track their efforts.
  • SEO Integration
    • COMMUNICATION TEAMS
    • Online PR Optimization and distribution can extend the reach of traditional PR
  • SEO Integration
    • COMMUNICATION TEAMS
  • SEO Integration
    • Planning: Learn to speak their language
    • IA: Show them keyword research and how people are using the site now
    • Creative: Make their work visible to more people
    • Communications: Extend their reach, add tracking to their efforts
  • SEO Integration
    • Questions / Thoughts?