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SearchLove London 2019 - Heather Physioc - Building a Discoverability Powerhouse

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Search is a channel that can’t live in a silo. In order to be its most effective, search teams have to collaborate successfully across paid, organic, content and more. Get tips for integrating and collaborating from the hard knocks and learnings of merging an organic, paid and performance content team into one Discoverability group. Find out how we went from three teams of individual experts to one integrated Discoverability powerhouse, and learn from our mistakes and wins as you apply the principles in your own company.

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SearchLove London 2019 - Heather Physioc - Building a Discoverability Powerhouse

  1. 1. BUILDING A DISCOVERABILITY POWERHOUSE 
 Lessons From Merging Organic Search, Paid Search & Performance Content @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  2. 2. JAN. 2018 @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  3. 3. A FEW OF OUR CLIENTS @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  4. 4. “YEAH, WE TOTALLY COLLABORATE!” @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  5. 5. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  6. 6. 2017 2018 @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  7. 7. Paid Media & Display Social Media Public Relations Organic Search Connections Department Paid Search @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  8. 8. Paid Media & Display Social Media Discoverability Public Relations Organic Search Connections Department Paid SearchPerformance Content @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  9. 9. NOW WHAT DO WE DO? @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  10. 10. INTERDISCIPLINARITY /in(t)ərˌdisəpləˈnerədē/ @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  11. 11. neuroscience biochemistry cybernetics @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  12. 12. COMPLEMENTARITY PAID SEARCH ORGANIC SEARCH PERFORMANCE CONTENT @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  13. 13. PAID SEARCH INTERDISCIPLINARITY ORGANIC SEARCH PERFORMANCE CONTENT Hello, competitive advantage! @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  14. 14. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  15. 15. OBSTACLES TIPSWINS @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  16. 16. TOUGHEST LESSONS @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  17. 17. FROM SAYING IT TO DOING IT @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  18. 18. RISK OF BECOMING LESS AGILE @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  19. 19. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  20. 20. NEGOTIATING ROLES & DEFENDING TURF @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  21. 21. MERGING PROCESSES @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  22. 22. CHANGE FATIGUE @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  23. 23. BIGGEST GAINS @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  24. 24. CROSS-SELLING & UP-SELLING Revenue 2014 2015 2016 2017 2018 2019 (Projected) Organic Search Paid Search Performance Content @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  25. 25. CROSS-SELLING & UP-SELLING 16% 35% 49% Just One Team Two Teams All Three Teams @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  26. 26. SPEED & SCALE REACH NEW LEVELS @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  27. 27. KNOWLEDGE SHARING BECOMES SECOND NATURE @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  28. 28. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  29. 29. A HOLISTIC APPROACH EMERGES @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  30. 30. TRUST & VISIBILITY INCREASE @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  31. 31. NEW CAPABILITIES EMERGE AT INTERSECTIONS @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  32. 32. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  33. 33. HOW YOU CAN DO IT, TOO @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  34. 34. BUILDING THE WORLD’S MOST CONNECTED BRANDS STARTS WITH CONNECTED TEAMS. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  35. 35. ANNOUNCE CHANGE QUICKLY @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  36. 36. INTRODUCE & IMMERSE IMMEDIATELY Download a sample agenda! @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  37. 37. Download a sample agenda! @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  38. 38. IMPLEMENT CHANGE JOINTLY & STEADILY @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  39. 39. NO PROCESS IS PRECIOUS @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  40. 40. CROSS-TRAIN TO BUILD ADVOCACY @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  41. 41. PRODUCTIZE SERVICE OFFERINGS @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  42. 42. Ecomm Roadmap Ecomm Content Planning Content Development Organic Search Assessment Performance Content Audit Variant Mapping Brand Store Strategy Basic Content Basic Imagery Search Primer Enhanced Content Keyword Research Paid Placement SKU/UPC Prioritization Product Bid Strategy Placement ROAS OUR APPROACH TO ECOMMERCE DISCOVERABILITY @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  43. 43. RECOMMEND & REPORT TOGETHER @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  44. 44. MONTHLY ACCOUNT STRATEGY SESSIONS Download a discussion guide! @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  45. 45. BUILD A NETWORKED TEAM @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  46. 46. CREATE A CULTURE OF FEEDBACK @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  47. 47. MARKET COLLABORATIVE SUCCESSES @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  48. 48. SIT TOGETHER WHENEVER POSSIBLE @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  49. 49. BIG TAKEAWAYS @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  50. 50. THE COMPETITIVE ADVANTAGE IS REAL @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  51. 51. THE CULTURAL SHIFT IS WORTH IT @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  52. 52. IF IT WERE EASY, EVERYONE WOULD DO IT @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  53. 53. THANK YOU ➔ SEARCHLOVE.VMLYRCONNECT.COM @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  54. 54. THANK YOU @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM

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