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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

Published in: Marketing
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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?

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