SearchLove San Diego 2019 - Heather Physioc - Search vs. Bureaucracy: How to Stand Up an Organic Search Program for Your Client

SEARCH VS. BUREAUCRACY
HOW TO STAND UP AN ORGANIC SEARCH PROGRAM FOR YOUR CLIENT
@HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMYLRCONNECT.COM

@HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLCONNECT.COM

NORTH AMERICA
Dallas
Rogers
New York
DetroitChicago
Cincinnati
Kansas City
ORGANIC SEARCH • PAID SEARCH • PERFORMANCE CONTENT
DISCOVERABILITY GROUP

A few of
our clients

CONGRATULATIONS!
YOU SIGNED A NEW CLIENT.
@HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMYLRCONNECT.COM

Welcome to the honeymoon phase.
@HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM

But then…

“Just kidding, we’re
going to work on
THIS now!”
“What exactly am I paying for?”
“It’s been two weeks, why
don’t I see results yet?”
“How come I’m not ranking
#1 for x when I Google it?”

“Everything feels like it’s on fire and no
one knows where the fire is coming from.”
- Charles Gooch, VMLY&R

Where did it go wrong?

OUR 4 BIGGEST MISTAKES
THAT DRIVE SEARCH PARTNERSHIPS OFF THE RAILS

NOT GAUGING CLIENT
UNDERSTANDING
MISTAKE #1

NOT COMMUNICATING EARLY,
OFTEN & CLEARLY
MISTAKE #2

BEING REACTIVE INSTEAD OF
PROACTIVE
MISTAKE #3

FAILING TO ALIGN
EXPECTATIONS & OUTCOMES
MISTAKE #4
a real doozy

Cool Hand Luke, 1967

AN OUNCE OF PREVENTION
IS WORTH A POUND OF CURE

IMMERSE YOURSELF
SLOW DOWN TO SPEED UP WITH YOUR SEARCH CLIENT

THE IMMERSION
WORKSHOP
INTRODUCING

RESIST THE TEMPTATION
TO DIVE STRAIGHT INTO
TACTICAL EXECUTION ONLY

STRATEGIC IMMERSION
TACTICAL EXECUTION
DUAL
PATHWAYS

BUILDING THE PLANE
WHILE YOU’RE FLYING IT

PRIORITY # TOP PRIORITIES
1 Knowing Business Goals
2 Knowing Products & Services
3 Knowing Client Contacts
4 Establishing Search Goals
5 Understanding Client Process
6 Learning Search Work History
7 Establishing KPIs & Reporting
8 Gauging Client Maturity
9 Gauging Client Knowledge
10 Securing Technical Resources
11 Learning Legal/Approval Process
12 Identifying Current Tools & Platforms
13 Securing Copywriting Resources
SURVEY
SAYS…

important
WORKSHOP
AGENDA
download it here

WORKSHOP
AGENDA
download it here

1. STANDARD ONBOARDING CHECKLIST
download it here

2. IMMERSION WORKSHOP DISCUSSION GUIDES
download it here

GETTING
ACCESS & INFORMATION

MEET STAKEHOLDERS,
CREATE ADVOCATES

HEAD OF
MARKETING
DIGITAL LEADS
DAY-TO-DAY
ORGANIC SEARCH
MANAGERS
CONTENT
CREATORS
TECHNICAL
DEVELOPERS
BUSINESS UNIT
LEADS
LOCAL, GLOBAL, OR
REGIONAL LEADS
DATA & ANALYTICS
EXPERTS
VERTICALALIGNMENT
HORIZONTAL ALIGNMENT
CREATE A DISCOVERABILITY TASK FORCE

LISTEN &
UNDERSTAND

ROOT OUT
OBSTACLES

DIAGNOSE SEARCH MATURITY
UNCOVERING HIDDEN OBSTACLES TO SEARCH SUCCESS

How mature is your client?

What is a maturity model?

Does a documented,
repeatable process for
inclusion of organic
search exist and is it
continuously improving?
Does the necessary
talent exist at the
organization or within
the scoped personnel?
Is there clear
ownership?
Is the organization
knowledgeable about
search? Is it prepared to
learn more and evolve
with the industry?
Does the organization
budget for organic
search appropriately?
Are search tasks
prioritized against
competing demands?
Is organic search aligned
to brand goals? Is
search engine
optimization proactively
included in marketing?
PROCESS
1
KNOWLEDGE
3
CAPACITY
4
PLANNING
5
PERSONNEL
2
ORGANIZATIONAL SEARCH MATURITY MODEL
5 KEY COMPONENTS
!40@HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM
download this here

INITIAL REPEATABLE DEFINED MANAGED OPTIMIZED
PROGRAMMATURITY
ORGANIZATIONAL MATURITY
Undocumented, no
process, no staff, no
knowledge, no capacity,
no inclusion
Basic search work not
tied to goals. Low
process, documentation,
knowledge, unenforced,
minimal work and
capacity, reactive
Clearly defined and
documented process,
standards and quality
control, but flexible and
adaptable to rapid
change. Quick detection
of problems. Dedicated
staffing and commitment
to knowledge and
training. Search is a “way
of life.”
Search is part of the
organization’s marketing
DNA. Strong mastery of
search, efficiently
implement as a matter of
policy. Cross-
organizational
integration. Proactively
working to strengthen
search program,
iterating and improving
process. Market-leading
and innovative in search.
ORGANIZATIONAL
SEARCH MATURITY
Defined, documented
process and standards.
Planned, proactive
inclusion. Good work but
still siloed. Adequate
staffing, knowledge,
training. Clear strategy
aligned to business goals.
download this here

YOU ARE HERE.

YOU WANT TO BE HERE.

A collaborative exercise

download IT here
Where the real magic happens

“I hear about outcomes, results or performance of SEO projects.”
“I want to know more about SEO and how it affects my role at the
organization.”
“We allocate the right amount of personnel to make search successful.”
Survey Statements Like…

STAGE /
CRITERIA
PROCESS
Does a documented, repeatable
process for inclusion of organic
search exist and is it continuously
improving?
Undocumented, no search
processes exist
Search processes exist, not
documented, not enforced
Search processes
documented, enforced, at
times reactive inclusion
Search processes documented
and enforced, proactive
inclusion
Search processes documented
and efficient, proactive
inclusion, continual process
optimization
PERSONNEL RESOURCES &
INTEGRATION
Does the necessary talent exist at
the organization or within the
scoped personnel?
Staff does not exist, no search
work being done
Staff exists, minimal search
work being done
Staff works actively on search,
but often independently in
silos
Staff works actively and
collaboratively on search,
partially integrated
Staff is fully integrated and
collaborates across disciplines
to execute organic search
work
KNOWLEDGE & LEARNING
Is the organization knowledgeable
about search?
No knowledge of search, no
training, no commitment to
learn more
Low knowledge of search,
some basic training, no
commitment to learn more
Moderate knowledge and
training in search, basic
experience, commitment to
learning
Advanced knowledge and
training in search, high
commitment to learning
Expert-level knowledge and
training in search, high
commitment to learning and
staying current or cutting edge
MEANS, CAPACITY & CAPABILITIES
Does the organization budget for
and prioritize organic search?
No means and capacity —
never built in
Low means, ad hoc inclusion
as available
Moderate means, frequent
inclusion, sometimes
prioritized
High means, consistent
inclusion and prioritization
Always built in and prioritized
PLANNING & PREPARATION
Is organic search aligned to brand
goals and proactively planned?
Never included, never
planned, no awareness of
connection to brand goals
Occasionally included, rarely
planned, largely disconnected
from brand goals
Usually included, occasionally
planned, loosely connected to
brand or campaign goals
Always included, usually plan,
closely connected to brand or
campaign goals
Always included, always
planned, search helps inform
brand and campaign goals
INITIAL/CHAOTIC
1
REPEATABLE
2
DEFINED
3
MANAGED/CAPABLE
4
EFFICIENT/OPTIMIZING
5
Scorecard Exercise

Identifying Problem Areas
MATURITY SCORES
CRITERIA SCORE
Knowledge & Learning 3.9
Personnel, Resourcing & Integration 3.6
Means, Capacity & Capabilities 3.4
Process & Documentation 2.9
Planning & Preparation 2.7

PROGRAMMATURITY
Undocumented, no
no inclusion
tied to goals. Low
minimal work and
capacity, reactive
Clearly defined and
documented process,
adaptable to rapid
to knowledge and
of life.”
search, efficiently
policy. Cross-
organizational
search program,
BRAND
ORGANIZATIONAL
SEARCH MATURITY
Defined, documented
Planned, proactive
download this here

PROGRAMMATURITY
Undocumented, no
no inclusion
tied to goals. Low
minimal work and
capacity, reactive
Clearly defined and
documented process,
adaptable to rapid
to knowledge and
of life.”
search, efficiently
policy. Cross-
organizational
search program,
BRANDORGANIZATIONAL
SEARCH MATURITY
Defined, documented
Planned, proactive
download this here

Uncover Deeper Problems
“I’m very concerned that
we’ve had multiple
internal leaders and
external agencies on this
effort and no meaningful
progress has been
achieved or reported.
”
“Content creation has
historically been ‘an
emergency.’ Because of
this mentality, there is
zero strategy to content
creation, and therefore,
zero optimization done
proactively.
”
real quotes,
real clients

IDENTIFY KEY
FOCUS AREAS
STRATEGY • ALIGNMENT • KNOWLEDGE-SHARING • DOCUMENTATION •
GOVERNANCE • BREAKING DOWN SILOS • EDUCATION • MARKETING SUCCESSES

PROPOSE
SOLUTIONS
AND ASSIGN CLEAR OWNERSHIP

SELL THE SEARCH DREAM
BUT NOT THE SEARCH PIPE DREAM

CLEARLY ARTICULATE
SHARED PURPOSE

PAINT THE PICTURE,
SELL THE DREAM

SHOW THE HORIZON
TO RESULTS

OUTCOMES &
EXPECTATIONS

EXPECTATIONS REALITY
IN THE GAP:
doubt
uncertainty
frustration
anxiety
stress

BE HONEST.
THEY CAN HANDLE IT.

RAISE RED FLAGS EARLY
HOW TO GET THE PROGRAM BACK ON TRACK QUICKLY

TRUE STORY.

YOU CAN’T PREVENT
EVERYTHING.

YOU OWE THEM THE TRUTH.

DON’T BOTHER WITH
THE BLAME GAME

SHOW THE OBSTACLES
AND THE WAY FORWARD

IN THE GAP:
doubt
uncertainty
frustration
anxiety
stress
REALIGN ON EXPECTATIONS

THANK YOU!
SEARCHLOVE.VMLYRCONNECT.COM
• MATURITY SURVEY QUESTIONS
• MATURITY MODELS
• IMMERSION WORKSHOP AGENDA
• IMMERSION DISCUSSION GUIDES
• AND OTHER COOL STUFF

SearchLove San Diego 2019 - Heather Physioc - Search vs. Bureaucracy: How to Stand Up an Organic Search Program for Your Client

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