Max Brockbank emphasizes the importance of collaboration between in-house SEO teams and agencies for effective digital marketing. He discusses the advantages of PPC over SEO in terms of visibility and ROI, and provides suggestions for in-house SEOs to enhance their effectiveness by maintaining communication and transparency. The document also highlights the need for clarity and simplicity in SEO strategies to make them more appealing to higher management.

1. The Agency & the
In-House SEO
should be
Friends
{ a plea from the heart max brockbank | @maxormark

2. Who the hell is this guy?
§ Married with one wife
§ Two kids + cat
§ Trained as an engineer
§ 20+ years in print
journalism & content
websites
max brockbank | @BiginSEO

3. Who the hell is this guy?
§ Married with one wife
§ Two kids + cat
§ Trained as an engineer
§ 20+ years in print
journalism & content
websites
§ 6 years in SEM agencies
§ SEO Director for Hilton Worldwide
§ Head of Search for AlexAndAlexa.com
max brockbank | @BiginSEO

4. #1
{ In-House vs Agency
max brockbank | @BiginSEO

5. § Agency
max brockbank | @BiginSEO

6. § Agency
§ In-­‐House
max brockbank | @BiginSEO

7. § In-­‐House
max brockbank | @BiginSEO

8. § In-­‐House
§ C-­‐Level
Boss
max brockbank | @BiginSEO

9. § C-­‐Level
Boss
§ The
Bo5om
Line
max brockbank | @BiginSEO

10. § C-­‐Level
Boss
§ PPC
max brockbank | @BiginSEO

11. Why PPC Rules at C-Level
§ Instant
gra<fica<on
§ Visible
costs
§ Transparent
returns
§ Obvious
RoI
§ Full
repor<ng
max brockbank | @BiginSEO

12. Why PPC Rules at C-Level
§ Instant
gra<fica<on
§ Visible
costs
§ Transparent
returns
§ Obvious
RoI
§ Full
repor<ng
§ “The
more
you
spend
the
more
you
get
back”
max brockbank | @BiginSEO

13. #2
{ PPC vs SEO
max brockbank | @BiginSEO

14. PPC
max brockbank | @BiginSEO

15. PPC
max brockbank | @BiginSEO

16. PPC
max brockbank | @BiginSEO

17. PPC
max brockbank | @BiginSEO

18. PPC
max brockbank | @BiginSEO

19. PPC
max brockbank | @BiginSEO

20. PPC
max brockbank | @BiginSEO

21. SEO
max brockbank | @BiginSEO

22. SEO
Link
Building
Social
Media
Enhanced
Content
Microdata
Online
PR
Domain
Authority
Stuff
Things
max brockbank | @BiginSEO

23. SEO
max brockbank | @BiginSEO

24. SEO
max brockbank | @BiginSEO

25. Make SEO Rule
§ Instant
gra<fica<on
§ Visible
costs
§ Transparent
returns
§ Obvious
RoI
§ Full
repor)ng
max brockbank | @BiginSEO

26. #3
{ Help the In-House SEO
max brockbank | @BiginSEO

27. Make SEO “Bottom-Line” Friendly
§ Document
change
§ Itemise
costs
§ Keep
in
regular
contact
§ Suggest
innova<on
§ Explain
what
you’re
doing
max brockbank | @BiginSEO

28. Show your workings
§ Annota<ons
§ Google
Docs
§ Excel
§ Daily
email
max brockbank | @BiginSEO

29. Show your workings
§ Annota<ons
§ Google
Docs
§ Excel
§ Daily
email
§ Consistency
§ Clarity
§ Simplicity
max brockbank | @BiginSEO

30. Thankyou
{ for listening
em: max@alexandalexa.com
tw: @BiginSEO
G+: maxormark.2.0@gmail.com