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Seo Integration Across Organizations V4


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Seo Integration Across Organizations V4

  1. 1. SEO Integration across Organizations
  2. 2. SEO Integration <ul><ul><li>Why is it important? </li></ul></ul><ul><ul><li>Things you can do to elevate yourself and the conversation </li></ul></ul><ul><ul><li>at your agency/client </li></ul></ul>
  3. 3. SEO Integration <ul><li>SEO is valuable (we all know this) </li></ul><ul><ul><li>Traffic, share of voice, online visibility, conversions…….and so on. </li></ul></ul>
  4. 4. <ul><li>&quot;Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled.&quot; </li></ul><ul><li>Allan Jenkins </li></ul><ul><li>Global Communications Consultant </li></ul>
  5. 5. SEO Integration <ul><li>Why is it so hard then to integrate? </li></ul>
  6. 6. SEO Integration <ul><li>How many of you are involved from: </li></ul><ul><li>Upfront brand planning and budgeting – through site architecture – through creative – through technical build – through analytics integration – through site launch – through ongoing optimization? </li></ul>
  7. 7. SEO Integration <ul><li>Reasons why not all of us are involved throughout? </li></ul>
  8. 8. SEO Integration <ul><li>There are so many moving parts </li></ul>
  9. 9. SEO Integration <ul><li>The creative ambition or technical limitations often take precedent… </li></ul>
  10. 10. SEO Integration <ul><li>The value is often 3-6 months away </li></ul>
  11. 11. SEO Integration <ul><li>and the value can be hard to immediately quantify in media or brand comparison (marketing speak) </li></ul>
  12. 12. SEO Integration <ul><li>Today…some thoughts integration with: </li></ul><ul><li>- Planning </li></ul><ul><li>- Information Architecture </li></ul><ul><li>- Creative </li></ul><ul><li>- Media / PR </li></ul>
  13. 13. SEO Integration <ul><li>The Big Opportunity </li></ul>
  14. 14. SEO Integration <ul><li>You can likely do/own this at your agency </li></ul><ul><li>Or do/own challenging your agency to do this </li></ul>
  15. 15. SEO Integration <ul><li>Integrating with Brand Planning </li></ul>
  16. 16. SEO Integration <ul><li>Learn to speak their language (it’s different and it’s visual) </li></ul><ul><li>And then ADD execution to theory </li></ul>
  17. 17. 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
  18. 18. Women are more likely than men to search for Cakes or Birthday Cakes Source: Microsoft AdCenter 8x Our Audience is “searching”
  19. 19. SEO Integration <ul><li>Information Architecture </li></ul>
  20. 20. SEO Integration Two things: Show them keyword research…they’ll bite Show how people are using the site now
  21. 21. SEO Integration <ul><li>Information Architecture </li></ul><ul><li>Keyword Research can help define organization of the content </li></ul>
  22. 22. SEO Integration <ul><li>Information Architecture </li></ul><ul><li>Keyword Research can help define organization of the content </li></ul>
  23. 23. SEO Integration <ul><li>Information Architecture </li></ul><ul><li>Keyword Research can help define organization of the content </li></ul>
  24. 24. SEO Integration <ul><li>Information Architecture </li></ul><ul><li>Keyword Research can help define organization of the content </li></ul>
  25. 25. SEO Integration <ul><li>CREATIVE </li></ul>
  26. 26. SEO Integration Show them you can increase the visibility of their work.
  27. 27. SEO Integration <ul><li>CREATIVE </li></ul><ul><li>Flash content can be made viewable for search engines </li></ul>
  28. 28. SEO Integration <ul><li>CREATIVE </li></ul>
  29. 29. SEO Integration <ul><li>CREATIVE </li></ul><ul><li>SEO gone too far? </li></ul>
  30. 30. SEO Integration <ul><li>COMMUNICATION TEAMS </li></ul>
  31. 31. 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.
  32. 32. SEO Integration <ul><li>COMMUNICATION TEAMS </li></ul><ul><li>Online PR Optimization and distribution can extend the reach of traditional PR </li></ul>
  33. 33. SEO Integration <ul><li>COMMUNICATION TEAMS </li></ul>
  34. 34. SEO Integration <ul><li>Planning: Learn to speak their language </li></ul><ul><li>IA: Show them keyword research and how people are using the site now </li></ul><ul><li>Creative: Make their work visible to more people </li></ul><ul><li>Communications: Extend their reach, add tracking to their efforts </li></ul>
  35. 35. SEO Integration <ul><li>Questions / Thoughts? </li></ul>