Methodology, timelines, assets and priorities all impact how we break down silos and integrate content, search and social. This presentation outlines the operational side of collaboration for exceptional brand digital marketing results.

1. SEO & SEM Collaboration
SEO & SEM Let's Work Together
10 Lessons from Disney Characters
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2. SEO & SEM Collaboration
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3. SEO & SEM Collaboration
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4. SEO & SEM Collaboration
2) Learn to Partner
It's possible to have different objectives and still work together.
When Media and SEO teams work together with content developers on keyword research we can better understand the
customer problem we're trying to collectively solve, rather than doing research or defining personas in silos.
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5. SEO & SEM Collaboration
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6. SEO & SEM Collaboration
3) Create a Culture of Teamwork
Whistle while you work. Are people incentivized to work together? Are there collective goals reached a reflection of project
success or are you defining success in silos?
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7. SEO & SEM Collaboration
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8. SEO & SEM Collaboration
4) Tell a great story
Account managers are like "content concierges" Forrester Research
Bring content developers in at the start of the campaign or project
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9. SEO & SEM Collaboration
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11. SEO & SEM Collaboration
5) Know What it Takes to Win
Be realistic about the potential win and create reasonable expectations up front
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12. SEO & SEM Collaboration
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13. SEO & SEM Collaboration
6) Leverage Leadership
Someone has to own the project outcome, ask the question "who owns the outcome?"
Everyone on the team can be a leader.
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15. SEO & SEM Collaboration
7) Talent Diversification
Respect the different talents necessary to win.
If Technical SEO needs to respect content strategy (aka ranking isn't all that matters, Google doesn't buy stuff, customers do)
Analytics needs to have business objectives shared with them in the beginning not at the end.
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16. SEO & SEM Collaboration
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17. SEO & SEM Collaboration
8) Allow for Change
There's more than just the way you've always done it
Come to the table with an open mind
Make sure all team members and partners have a seat at the table
Test and learn
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9) Deal with Fragmentation
Media fragmentation is reflective of agency or operational fragmentation
SEM might have the bigger budget, show how a more strategic investment might lead to better ROI
Fragmentation works in the short run, but not as well in the long run.
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21. SEO & SEM Collaboration
10) Words Matter
Use more words and fewer numbers in analysis
Not:
34% bounce rate
Rather:
Visitors who read more than 2 articles spent an increase of 37% on their vacation packages
Don't just talk about top-level statistics, talk about collective result over time to help define where to invest
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22. SEO & SEM Collaboration
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23. SEO & SEM Collaboration
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24. SEO & SEM Collaboration
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