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Search Experience Spotlight - How Paychex is Winning at SEO

Search Experience Spotlight - How Paychex is Winning at SEO

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Learn how a Fortune 1000 company wins in their hyper-competitive marketplace with innovative strategies and a Search Experience Optimization alignment.

Through a series of case studies, these industry experts present how Paychex developed a winning SEO content strategy built upon a foundation of cross-functional cooperation.

Here's what you'll get from attending:
- Why SEO has a multiplier effect when properly leveraged across an organization
- How to align Development, Marketing & PR, and the C-Suite in SEO
- How Paychex leveraged its need for relevance to achieve extraordinary results

Learn how a Fortune 1000 company wins in their hyper-competitive marketplace with innovative strategies and a Search Experience Optimization alignment.

Through a series of case studies, these industry experts present how Paychex developed a winning SEO content strategy built upon a foundation of cross-functional cooperation.

Here's what you'll get from attending:
- Why SEO has a multiplier effect when properly leveraged across an organization
- How to align Development, Marketing & PR, and the C-Suite in SEO
- How Paychex leveraged its need for relevance to achieve extraordinary results

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Search Experience Spotlight - How Paychex is Winning at SEO

  1. 1. @seoClarity Search Experience Spotlight How Paychex is Winning at SEO
  2. 2. Your Presenters www.linkedin.com/in/keithlgoode@keithgoode Keith L. Goode Chief SEO Evangelist
  3. 3. Your Presenters Erica Bizzari SEO & Content Marketing Manager
  4. 4. Democratizing SEO Creating the Synergy that Propels Sites Toward Success
  5. 5. Search Experience Framework  Usability Is your site fast, responsive, engaging, shareable, crawlable, and indexable? 01  Relevance You establish relevance with great content that inspires, educates, informs, and entertains. 02  Authority Earned links, company online reputation, article references, citations, co-citations, etc. 03
  6. 6. Usability in the URA SEO Framework Usability is all about providing a fast and responsive experience for users (bots and humans) that enables a flexible foundation for an awesome content strategy. Disciplines Involved: • Systems Administrators • Designers • UX/UI • Developers/Coders
  7. 7. Relevance in the URA SEO Framework Relevance is all about addressing the needs of the user and creating an engaging, educational, and/or entertaining experience that fulfills the intended purpose. Disciplines Involved: • Content Strategists • Content Writers Producers • Copywriters • Social Media • Video Production • Podcasters • Marketers/Advertisers
  8. 8. Authority in the URA SEO Framework Authority is all about user engagement and reaping the rewards of creating a delightful experience by way of earned links, earned notoriety, and earned social media signals. Disciplines Involved: • Public Relations • C-Suite • Social Media Team • External Bloggers
  9. 9. What does Democratization Look Like? 9 • Social • Promotion • Industry Outreach • Drives Corporate Priorities • Company Vision • Voice of the Company • Proper Merchandising • Content Best Practices • Building Content for the User • Proper Coding • Responsive Design • Server Uptime and Speed • Adapting to Tech Advancements • Audits • Analysis • Education • Staying up-to-date
  10. 10. How Does Democratization Happen? 1. Start the Conversation 2. Find Common Goals 3. Foster Cooperation on Projects 4. Share the Spotlight 5. Rinse and Repeat
  11. 11. Erica Bizzari @ericabizz SEO & Content Marketing Manager
  12. 12. THE PR & SEO I N T E G R AT I O N O F
  13. 13. TO @ericabizz D E M O C R A T I Z E SEO IN THE E N T E R P R I S E
  14. 14. Founded 1971 in Rochester, New York 135 offices in 39 States Germany & Brazil #1 Small Business Payroll Provider #2 Mid-Market Payroll Provider 10M Employees Paid #1 Retirement Recordkeeper- 70k plans TOP ASO/PEO for Small Business >850k Worksite Employees
  15. 15. Agenda @ericabizz History Tips for Success Case Studies
  16. 16. PR and SEO at PAYCHEX @ericabizz
  17. 17. @ericabizz 5 Tips to Build a Relationship With Your PR Team
  18. 18. @ericabizz 1. Get buy-in
  19. 19. @ericabizz 2. Share everything
  20. 20. @ericabizz 3. Set guidelines
  21. 21. @ericabizz 4. Communicate constantly
  22. 22. @ericabizz 5. Measure results
  23. 23. @ericabizz Case Studies
  24. 24. CASE #1 Small Business Week (Campaign Based) @ericabizz
  25. 25. CASE #1 Small Business Week @ericabizz 1. Pool your resources 2. Set the strategy together
  26. 26. T H E R E S U L T S @ericabizz • SlideShare – 3.5k views • The Washington Post – DA: 98 / 1.5M daily visitors • Gene Marks – 88,719 Twitter followers • Inc.com –DA: 93 / 3M Monthly Visits • Smallbizdaily – DA: 55
  27. 27. CASE #2 Industry Conferences(Event Based) @ericabizz
  28. 28. CASE #2 SHRM @ericabizz 1. Build a list of target influencers
  29. 29. CASE #2 SHRM15 @ericabizz 1. Build a list of target influencers 2. Engage via live social coverage
  30. 30. CASE #2 SHRM15 @ericabizz 1. Build a list of target influencers 2. Live Social Coverage 3. Blog: daily round ups, top tweets, etc.
  31. 31. T H E R E S U L T S @ericabizz 105 513 44
  32. 32. CASE #3 Influencer Outreach (day to day) @ericabizz
  33. 33. CASE #3 Influencer outreach @ericabizz 1. Share lists
  34. 34. CASE #3 Influencer Outreach @TracyVanAuker | @ericabizz 1. Share lists 2. Reference influencers in content Example 1 @ericabizz
  35. 35. CASE #3 Influencer Outreach @ericabizz 1. Share lists 2. Reference influencers in content Example 1 Example 2
  36. 36. CASE #3 Influencer Outreach @ericabizz 1. Share contacts 2. Reference influencers in content Example 1 Example 2 3. Build off-page presence
  37. 37. @ericabizz What are we working on now?
  38. 38. Action Plan @ericabizz Find Common Ground Pull the Data Invite PR to your next meeting
  39. 39. Y O U ! THANK @ericabizz
  40. 40. Thank you! Any questions?

Editor's Notes

  • Give some background history to how my relationship with PR came about

    Not an overnight relationship, 3 years in the making. I approached it all wrong in the beginning so I’m hoping you can avoid those pitfalls

    Offer up some tips that I learned along the way to help build a relationship with your PR team

    I have some examples of projects we’ve worked on together on to amplify our content, build influencer relationships, and increase brand awareness, mentions and links
  • PR does not role up under Marketing
    Right off the bat caused problems because we reported to different people meaning
    -Different budget
    -Different resources
    -Different goals/objectives

    When I first proposed outreach I was told I had to get permission from the PR team—didn’t understand because I thought this fell under SEO
    “why wouldn’t PR let me do my job?”

    They felt I was stepping on their toes and I felt they were stepping on mine

    Flew under the radar..hired agency
    Guest blogging-no bylines
    Trying to avoid the PR review



    Couldn’t byline
  • GET BUY-IN-without it, you will never build a true partnership.

    PR needs to understand where you’re coming from and what benefits they’ll get out of the relationship.

    Realize that you both have something to bring to the table:

    PR:
    -Internal Connections-ties with SMEs
    -access to information first (compliance)
    -relationships already built with the media
    -Understands and knows how to pitch

    SEO:
    -different set up data, able to help them vet out sites based on spam score, DA, site traffic, backlink portofolio, etc.
    -Able to show what impact outreach has on bottom line-web traffic, rankings


  • Share:

    Lists-share your list of sites you want to engage with as well as top influencers. Able to see overlap, but also gaps

    Tools-grant access to all of the tools, we have access to the data so should they

    Resources-we have very small team so sharing resources is crucial.

    Knowledge- share knowledge of SEO, PR doing seo and didn’t even know it. Educate them on SEO best practices
    -PR links, boiler plate
    -optimize titles/meta for search
    -optimize PR before they go out
    -technical SEO
  • Establish who does what, what makes the most sense from an organizational standpoint. Should the SEO reach out to the CEO, probably not.

    Who pitches who
    Break list into tiers

    Who bylines--We don’t guest blog often but when we do we have a vetting process. My team writes the content, PR works with the internal SME on reviews and securing bylines


    Who writes



  • The more you know about what each other is doing the less likely you are to duplicate efforts. This also helps build the relationship. Don’t work on something and then go silent.

    I invite PR to all of our content meetings, I include them on our strategy meetings. We set up a “content council” to align all content efforts in the organization

    Develop a cadence of communication. Meet weekly.

    Example: when an opportunity presents itself for a “guest blog” I always include PR, and vice versa

    I’m onboarding a new agency to help with content, I’ve included them in the vetting process

    We are launching a new content hub and worked with them to establish technical requirements
  • This is the most important tip.


    Make sure to monitor all activity to prove the value of the relationship and to continue to drive progress.

    Celebrate success and let the larger team know what you’re up to.
  • PR always “owned” content and coverage for small business week and this was the first year we came together to execute a campaign.

    This year’s campaign centered around summer being a prosperous time for small businesses. Used data from our SBJI that showed historical trend of employment growth that wasn’t just seasonal. We created an infographic, distributed a news release, and created a summer-long campaign
    Brought Erica into the fold from an SEO and Content perspective
    Created a Summer of Small Business series for Paychex.com article section as a way to start testing the waters for the content hub that’s now in development

  • EB:
    Paid syndication
    Offered writers to assist with article series

    TVA:
    We also brought in SurePayroll, one of our subsidiaries that has a blog, to help us with disseminating the content
    Did separate blog posts based on our content
    Pitched content to media, and used content for byline opportunities
    Our partner companies got involved too – Biz2Credit



    Working with a lot of different teams, important to bring everyone together at the front end, and give everyone a voice so they can benefit from the campaign
    In addition to our “promotional” partners, worked closely with our data scientists to analyze data and trends for the infographic, and what was really at the heart of the whole campaign
    Our counterparts at SurePayroll have more experience than we do when it comes to this sort of thing, so they offered valuable insight and helped steer us in the right direction
    Social – in this case, not only helped amplify the content Having him at the table from the beginning, he could provide insight into what would resonate in our social channels, how to frame it and design it.
  • Key Takeaway:
    Content truly is at the heart of what we do. It’s not SEO, it’s not PR, it’s content. And when you have good content, and utilize all the teams you can to amplify it, SEO and PR will always benefit.

    Results -
    Second most viewed infographic on our slideshare channel – 3,117 views
    1st is HCR related, and has been on the site for more than a year
    Biz2Credit- Inc. Colum, Gene Marks washington post blog , SurePayroll – smallbizdaily byline (with link back to paychex)
    Gene on Twitter – 88,719 followers, Wash Post Daily visitors – 1,505,548
    Inc daily visitors –
    Smallbizdaily -
    5 SoSB artilcles on .com
  • After working together, we realized that industry bloggers = untapped potential, how do we pool resources to target
    In the HR space, there’s about 2 dozen bloggers that are very influential, especially as we start targeting the mid-market space
    Since neither of us was targeting this group, we decided to approach it together, along with our social media group
    With one of the three major trade shows Paychex participates in right around the corner – SHRM - we decided that would be a great way to start interacting with this group
  • Identified a list of bloggers that would be at SHRM, created profiles, split into tiers-PR took tier 1, SEO took tier 2
    Divide and conquer


  • Team up and live tweet the event-be conscious of mentioning and engaging with influencers

    Target sessions that our key influencers were participating in

    Retweeted and favorited their tweets
  • Get in the content game, create content specifically from the event-able to reference or mention influencers one last time

  • We’ve made online connections with our target influencers
    They are following us personally, as well as Paychex
    They are retweeting us
    Learned just how interconnected they are
    Already had connection with Steve Boese – HR Executive Magazine, HR Happy Hour, HR Tech Co-Chair, best buds with Trish McFarlane
    Trish McFarlane – Blogger, CEO of HR Advisory firm, Co-founder of WomenofHR.com with Jennifer Payne
    Solidified 3-part series on Women of HR around American Business Women’s Day
    At HR Tech last week, one of our key influencers moderated a panel that one of our executives participated in – if we hadn’t started this initiative wouldn’t have known who he was
    Created 3 content pieces for paychex.com, referencing influencers

    Of note – We’re still in the beginning stages of this initiative, and we are expanding our efforts for more day-to-day interaction. For now, a lot of our success is anecdotal, but as we continue to grow this initiative, we’re confident we’ll have start to see quantifiable results.
  • Some of these examples of how we continue to work together on a day to day basis to achieve small wins in the outreach space
  • Add image of PR media list tool

    [TVA] 1. Share contact lists-PR shared media list and EB gave access to Buzzstream-we both knew who each other wanted/needed to target, no overlap
    2. But then we realized overlap is ok, as long as you are communicating about it. Need to make sure you’re working as team, otherwise reflects poorly

    PR uses our content to pitch

  • 2. Reference influencers in content
    [TVA] Background - PR Team’s worked with him in the past as part of his small business influencers program. Not much else
    Example 1 [EB]-Ramon Ray-targeted small business influencer
    In 2014 we reached out to Ramon Ray for a quote
    June 2015-Ramon was on a panel with colleague, met in person, what’s next?
    September 2015-did an interview –PR was on the phone
    [TVA] now has an opening to build a partnership – working to solidify ongoing contribution, and see how we may be able to work with him on snap polling – what does he want to know from SBOs
  • Example 2
    [EB] business news daily is creeping in on organic S.O.V.
    Published an article, linked to an article from business news daily editor
    Reached out for permission
    She said of course, and tweeted ‘thanks’
    [TVA]-able to build relationship with Biz news daily – In the past had a really solid relationship with BND, recently they haven’t been interested in the story ideas we’ve been pitching. This gives us a way back in.
  • Off-page presence:

    SmallBizDaily – opportunity landed by SEO, PR executed
    HRO Today, Employee Benefit Advisor, CPA Practice Advisor, HR Magazine (print edition) – PR pitched publication using an article from paychex.com
    WomenofHR – opportunity landed through relationships built at SHRM


    Not sure where to begin?

    We work with a lot of associations and alliances …they are craving content
  • --Since Tracy has left, will need to work on re-creating the partnership with PR
    Teaming up with our social team we are trying to put a standard process in place for interacting and building relationships with influencers

    So far, we’ve come up with our top list of influencers and sites that we want to target based on our own set of criteria.
    NOTE: Buzzstream has a discovery tool in beta to help search for influencers, but you can see their engagement and activity levels as well as who they influence and who influences them.

    We’ve pooled them together and narrowed down the list to make it more maintainable.

    We’ve put all of twitter and blog feeds into one location. We are using Dynamic Signal

    Now, we assembling a larger team to amplify our efforts.

    We will create a calendar for the year with events such as podcasts, webinars, twitter chats, conferences, etc. where we can monitor and cover from a social perspective and create content accordingly.
  • Find Common Ground-What’s in it for them? Educate PR that the lines are starting to blurring. There are over 33 million results with PR & SEO in Google…this is definitely a thing
    Figure out what they are doing and how you can help them.
    Pull the data-pull a report to show PR how they are influencing SEO and web traffic

    Can you help attribute what PR activity is driving traffic to the main site. Can you build a dashboard for them to take to their boss. Can you help them optimize their PR?

    3. Include them-invite them to your next strategy meeting, give them access to tools that will benefit them The more they know and the more they feel included they will want to help

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