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SearchLove San Diego 2019 - Heather Physioc - Search vs. Bureaucracy: How to Stand Up an Organic Search Program for Your Client

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Lack of buy-in. Failure to prioritize. Limited budget and resources. Low understanding of search. Corporate silos. All these and more are obstacles standing in the way of getting your best search work implemented - and much of it can be prevented. Based on extensive research into common blockers that search professionals encounter with clients, this talk will teach you how to immerse yourself into a new client relationship, assess the client’s organizational maturity, and uncover those stumbling blocks before you hit them. Heather Physioc will share tools and techniques to prevent and overcome those obstacles so you can get real search work done.

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SearchLove San Diego 2019 - Heather Physioc - Search vs. Bureaucracy: How to Stand Up an Organic Search Program for Your Client

  1. 1. SEARCH VS. BUREAUCRACY HOW TO STAND UP AN ORGANIC SEARCH PROGRAM FOR YOUR CLIENT @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMYLRCONNECT.COM
  2. 2. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM
  3. 3. NORTH AMERICA Dallas Rogers New York DetroitChicago Cincinnati Kansas City ORGANIC SEARCH • PAID SEARCH • PERFORMANCE CONTENT DISCOVERABILITY GROUP
  4. 4. A few of our clients @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM
  5. 5. CONGRATULATIONS! YOU SIGNED A NEW CLIENT. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMYLRCONNECT.COM
  6. 6. Welcome to the honeymoon phase. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  7. 7. But then… @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  8. 8. “Just kidding, we’re going to work on THIS now!” “What exactly am I paying for?” “It’s been two weeks, why don’t I see results yet?” “How come I’m not ranking #1 for x when I Google it?” @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  9. 9. “Everything feels like it’s on fire and no one knows where the fire is coming from.” - Charles Gooch, VMLY&R @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  10. 10. Where did it go wrong? @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  11. 11. OUR 4 BIGGEST MISTAKES THAT DRIVE SEARCH PARTNERSHIPS OFF THE RAILS @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  12. 12. NOT GAUGING CLIENT UNDERSTANDING @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM MISTAKE #1
  13. 13. NOT COMMUNICATING EARLY, OFTEN & CLEARLY @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM MISTAKE #2
  14. 14. BEING REACTIVE INSTEAD OF PROACTIVE @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM MISTAKE #3
  15. 15. FAILING TO ALIGN EXPECTATIONS & OUTCOMES @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM MISTAKE #4 a real doozy
  16. 16. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM Cool Hand Luke, 1967
  17. 17. AN OUNCE OF PREVENTION IS WORTH A POUND OF CURE @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  18. 18. IMMERSE YOURSELF SLOW DOWN TO SPEED UP WITH YOUR SEARCH CLIENT @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  19. 19. THE IMMERSION WORKSHOP INTRODUCING @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  20. 20. RESIST THE TEMPTATION TO DIVE STRAIGHT INTO TACTICAL EXECUTION ONLY @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  21. 21. STRATEGIC IMMERSION TACTICAL EXECUTION DUAL PATHWAYS @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  22. 22. BUILDING THE PLANE WHILE YOU’RE FLYING IT @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  23. 23. PRIORITY # TOP PRIORITIES 1 Knowing Business Goals 2 Knowing Products & Services 3 Knowing Client Contacts 4 Establishing Search Goals 5 Understanding Client Process 6 Learning Search Work History 7 Establishing KPIs & Reporting 8 Gauging Client Maturity 9 Gauging Client Knowledge 10 Securing Technical Resources 11 Learning Legal/Approval Process 12 Identifying Current Tools & Platforms 13 Securing Copywriting Resources SURVEY SAYS… @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  24. 24. important WORKSHOP AGENDA download it here @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  25. 25. WORKSHOP AGENDA download it here @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  26. 26. WORKSHOP AGENDA download it here @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  27. 27. WORKSHOP AGENDA download it here @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  28. 28. WORKSHOP AGENDA download it here @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  29. 29. 1. STANDARD ONBOARDING CHECKLIST download it here @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  30. 30. 2. IMMERSION WORKSHOP DISCUSSION GUIDES download it here @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  31. 31. GETTING ACCESS & INFORMATION @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  32. 32. MEET STAKEHOLDERS, CREATE ADVOCATES @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  33. 33. HEAD OF MARKETING DIGITAL LEADS DAY-TO-DAY ORGANIC SEARCH MANAGERS CONTENT CREATORS TECHNICAL DEVELOPERS BUSINESS UNIT LEADS LOCAL, GLOBAL, OR REGIONAL LEADS DATA & ANALYTICS EXPERTS VERTICALALIGNMENT HORIZONTAL ALIGNMENT CREATE A DISCOVERABILITY TASK FORCE @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  34. 34. LISTEN & UNDERSTAND @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  35. 35. ROOT OUT OBSTACLES @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  36. 36. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  37. 37. DIAGNOSE SEARCH MATURITY UNCOVERING HIDDEN OBSTACLES TO SEARCH SUCCESS @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  38. 38. How mature is your client? @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  39. 39. What is a maturity model? @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  40. 40. Does a documented, repeatable process for inclusion of organic search exist and is it continuously improving? Does the necessary talent exist at the organization or within the scoped personnel? Is there clear ownership? Is the organization knowledgeable about search? Is it prepared to learn more and evolve with the industry? Does the organization budget for organic search appropriately? Are search tasks prioritized against competing demands? Is organic search aligned to brand goals? Is search engine optimization proactively included in marketing? PROCESS 1 KNOWLEDGE 3 CAPACITY 4 PLANNING 5 PERSONNEL 2 ORGANIZATIONAL SEARCH MATURITY MODEL 5 KEY COMPONENTS !40@HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM download this here
  41. 41. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM INITIAL REPEATABLE DEFINED MANAGED OPTIMIZED PROGRAMMATURITY ORGANIZATIONAL MATURITY Undocumented, no process, no staff, no knowledge, no capacity, no inclusion Basic search work not tied to goals. Low process, documentation, knowledge, unenforced, minimal work and capacity, reactive Clearly defined and documented process, standards and quality control, but flexible and adaptable to rapid change. Quick detection of problems. Dedicated staffing and commitment to knowledge and training. Search is a “way of life.” Search is part of the organization’s marketing DNA. Strong mastery of search, efficiently implement as a matter of policy. Cross- organizational integration. Proactively working to strengthen search program, iterating and improving process. Market-leading and innovative in search. ORGANIZATIONAL SEARCH MATURITY Defined, documented process and standards. Planned, proactive inclusion. Good work but still siloed. Adequate staffing, knowledge, training. Clear strategy aligned to business goals. download this here
  42. 42. YOU ARE HERE. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  43. 43. YOU WANT TO BE HERE. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  44. 44. A collaborative exercise @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  45. 45. download IT here Where the real magic happens @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  46. 46. “I hear about outcomes, results or performance of SEO projects.” “I want to know more about SEO and how it affects my role at the organization.” “We allocate the right amount of personnel to make search successful.” Survey Statements Like… @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  47. 47. STAGE / CRITERIA PROCESS Does a documented, repeatable process for inclusion of organic search exist and is it continuously improving? Undocumented, no search processes exist Search processes exist, not documented, not enforced Search processes documented, enforced, at times reactive inclusion Search processes documented and enforced, proactive inclusion Search processes documented and efficient, proactive inclusion, continual process optimization PERSONNEL RESOURCES & INTEGRATION Does the necessary talent exist at the organization or within the scoped personnel? Staff does not exist, no search work being done Staff exists, minimal search work being done Staff works actively on search, but often independently in silos Staff works actively and collaboratively on search, partially integrated Staff is fully integrated and collaborates across disciplines to execute organic search work KNOWLEDGE & LEARNING Is the organization knowledgeable about search? No knowledge of search, no training, no commitment to learn more Low knowledge of search, some basic training, no commitment to learn more Moderate knowledge and training in search, basic experience, commitment to learning Advanced knowledge and training in search, high commitment to learning Expert-level knowledge and training in search, high commitment to learning and staying current or cutting edge MEANS, CAPACITY & CAPABILITIES Does the organization budget for and prioritize organic search? No means and capacity — never built in Low means, ad hoc inclusion as available Moderate means, frequent inclusion, sometimes prioritized High means, consistent inclusion and prioritization Always built in and prioritized PLANNING & PREPARATION Is organic search aligned to brand goals and proactively planned? Never included, never planned, no awareness of connection to brand goals Occasionally included, rarely planned, largely disconnected from brand goals Usually included, occasionally planned, loosely connected to brand or campaign goals Always included, usually plan, closely connected to brand or campaign goals Always included, always planned, search helps inform brand and campaign goals INITIAL/CHAOTIC 1 REPEATABLE 2 DEFINED 3 MANAGED/CAPABLE 4 EFFICIENT/OPTIMIZING 5 Scorecard Exercise @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  48. 48. Identifying Problem Areas MATURITY SCORES CRITERIA SCORE Knowledge & Learning 3.9 Personnel, Resourcing & Integration 3.6 Means, Capacity & Capabilities 3.4 Process & Documentation 2.9 Planning & Preparation 2.7 @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  49. 49. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM INITIAL REPEATABLE DEFINED MANAGED OPTIMIZED PROGRAMMATURITY ORGANIZATIONAL MATURITY Undocumented, no process, no staff, no knowledge, no capacity, no inclusion Basic search work not tied to goals. Low process, documentation, knowledge, unenforced, minimal work and capacity, reactive Clearly defined and documented process, standards and quality control, but flexible and adaptable to rapid change. Quick detection of problems. Dedicated staffing and commitment to knowledge and training. Search is a “way of life.” Search is part of the organization’s marketing DNA. Strong mastery of search, efficiently implement as a matter of policy. Cross- organizational integration. Proactively working to strengthen search program, iterating and improving process. Market-leading and innovative in search. BRAND ORGANIZATIONAL SEARCH MATURITY Defined, documented process and standards. Planned, proactive inclusion. Good work but still siloed. Adequate staffing, knowledge, training. Clear strategy aligned to business goals. download this here
  50. 50. INITIAL REPEATABLE DEFINED MANAGED OPTIMIZED PROGRAMMATURITY ORGANIZATIONAL MATURITY Undocumented, no process, no staff, no knowledge, no capacity, no inclusion Basic search work not tied to goals. Low process, documentation, knowledge, unenforced, minimal work and capacity, reactive Clearly defined and documented process, standards and quality control, but flexible and adaptable to rapid change. Quick detection of problems. Dedicated staffing and commitment to knowledge and training. Search is a “way of life.” Search is part of the organization’s marketing DNA. Strong mastery of search, efficiently implement as a matter of policy. Cross- organizational integration. Proactively working to strengthen search program, iterating and improving process. Market-leading and innovative in search. BRAND ORGANIZATIONAL SEARCH MATURITY Defined, documented process and standards. Planned, proactive inclusion. Good work but still siloed. Adequate staffing, knowledge, training. Clear strategy aligned to business goals. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM download this here
  51. 51. INITIAL REPEATABLE DEFINED MANAGED OPTIMIZED PROGRAMMATURITY ORGANIZATIONAL MATURITY Undocumented, no process, no staff, no knowledge, no capacity, no inclusion Basic search work not tied to goals. Low process, documentation, knowledge, unenforced, minimal work and capacity, reactive Clearly defined and documented process, standards and quality control, but flexible and adaptable to rapid change. Quick detection of problems. Dedicated staffing and commitment to knowledge and training. Search is a “way of life.” Search is part of the organization’s marketing DNA. Strong mastery of search, efficiently implement as a matter of policy. Cross- organizational integration. Proactively working to strengthen search program, iterating and improving process. Market-leading and innovative in search. BRANDORGANIZATIONAL SEARCH MATURITY Defined, documented process and standards. Planned, proactive inclusion. Good work but still siloed. Adequate staffing, knowledge, training. Clear strategy aligned to business goals. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM download this here
  52. 52. Uncover Deeper Problems “I’m very concerned that we’ve had multiple internal leaders and external agencies on this effort and no meaningful progress has been achieved or reported. ” “Content creation has historically been ‘an emergency.’ Because of this mentality, there is zero strategy to content creation, and therefore, zero optimization done proactively. ” real quotes, real clients @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  53. 53. IDENTIFY KEY FOCUS AREAS STRATEGY • ALIGNMENT • KNOWLEDGE-SHARING • DOCUMENTATION • GOVERNANCE • BREAKING DOWN SILOS • EDUCATION • MARKETING SUCCESSES @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  54. 54. PROPOSE SOLUTIONS AND ASSIGN CLEAR OWNERSHIP @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  55. 55. SELL THE SEARCH DREAM BUT NOT THE SEARCH PIPE DREAM @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  56. 56. CLEARLY ARTICULATE SHARED PURPOSE @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  57. 57. PAINT THE PICTURE, SELL THE DREAM @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  58. 58. SHOW THE HORIZON TO RESULTS @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  59. 59. OUTCOMES & EXPECTATIONS @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  60. 60. EXPECTATIONS REALITY IN THE GAP: doubt uncertainty frustration anxiety stress @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  61. 61. BE HONEST. THEY CAN HANDLE IT. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  62. 62. RAISE RED FLAGS EARLY HOW TO GET THE PROGRAM BACK ON TRACK QUICKLY @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
  63. 63. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM TRUE STORY.
  64. 64. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM YOU CAN’T PREVENT EVERYTHING.
  65. 65. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM YOU OWE THEM THE TRUTH.
  66. 66. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM DON’T BOTHER WITH THE BLAME GAME
  67. 67. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM SHOW THE OBSTACLES AND THE WAY FORWARD
  68. 68. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM EXPECTATIONS REALITY IN THE GAP: doubt uncertainty frustration anxiety stress REALIGN ON EXPECTATIONS
  69. 69. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM EXPECTATIONS REALITY
  70. 70. THANK YOU! SEARCHLOVE.VMLYRCONNECT.COM • MATURITY SURVEY QUESTIONS • MATURITY MODELS • IMMERSION WORKSHOP AGENDA • IMMERSION DISCUSSION GUIDES • AND OTHER COOL STUFF @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM

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