The document discusses evolving models for SEO partnerships between brands and agencies. It covers: 1) The evolution of SEO from spammy tactics to a more sustainable, user-focused approach. 2) Current challenges with diverging goals between brands wanting to grow budgets and agencies wanting to scale, and the need for clearer strategies, selection processes, and performance metrics. 3) Ideal future models including agencies providing flexible delivery, expertise rather than interns, and brands building more capabilities in-house while acting as a bridge to external partners.

1. Alliances in the Enterprise
Brands & Agencies: Improving SEO Models
Adam Audette :: @audette

2. This talk has three parts
1. Evolution
2. State of the Union
3. Ideal Working Models

3. 1. Evolution

4. SEO started here…

5. SEO started here…

6. (ok more like
this guy)

7. (but this guy is
cooler)

8. The roots of search engine optimization
 Affiliate spam
 Link spam
 Cloaking
 Churn and burn sites
 Thin content
 Reverse engineering the algorithm
 Ranking obsession
 Tactical cat and mouse

9. SEO is big $$$$$$$$

10. SEO became
institutionalized

11. RKG’s approach to modern SEO
 User focused
 Sustainable
 Relevance
 Focus on data
 Focus on content
 Customer retention & acquisition
 Business intelligence

12. 2. State of the Union

13. I want to grow
the marketing
budget..
In-house guy

14. and use an
agency that
doesn’t give
me interns…
In-house guy

15. and actually
understands
my business.
In-house guy

16. I want to grow
the agency…
Agency gal

17. and scale our
teams and
processes…
Agency gal

18. so we can
attract great
brands.
Agency gal

19. Diverging goals?
Brands Agencies

20. Diverging goals?
Brands Agencies
Need
experts
Need to
scale

21. Agency crux: execution gap

22. Brand crux: resource constraints

23. Agencies aren’t flexible enough

24. Brands aren’t intentional enough

25. Partnerships are the goal, but…

26. RFPs and staff churn are the norm

27. Brands need clear strategy and
priorities

28. Agencies give lists of ‘to-dos’

29. What matters is
what drives
revenue.

31. Agencies need real bench strength

32. Brands need smart selection

33. It always comes down to two things
Performance
Brands Agencies
Relationship

34. 3. Ideal Working
Models

35. BRANDS
Build from within

36. BRANDS
Be the bridge

37. AGENCIES
Create flexible delivery models

38. AGENCIES
Don’t waste your client’s time

39. BRANDS
Never outsource ‘link building’

40. AGENCIES
Building links? Better know your s#!t.

41. Agency Team
Structures

42. Typical Agency Team Structure
Account
Executive
Expert
Expert
Point person responsible for
relationship
Also primary sales function
Not heavily client facing

43. Typical Agency Team Structure
Account
Executive
Analyst
Analyst
Point person responsible for
relationship
Also primary sales function
Often novice hires

44. Example RKG SEO Delivery Model:
Technical Global
PM
Key
Reporting Content

45. Example RKG SEO Delivery Model:
Content
Strategy
Social
Analytics Comp.
Insight
(shared)

46. Example RKG SEO Delivery Model:
Technical Content
PM
Analytics Reporting

47. Enterprise SEO is still evolving

48. Adam Audette
@audette
Q & A