Alliances in the Enterprise

Transcription

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

2 This talk has four parts 1. Evolution 2. State of the Union 3. Ideal Working Models 4. Parting Thoughts

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 too many lists of todos

29 It always comes down to two things Performance Brands Agencies Relationship

30 Which means

31 Agencies need real bench strength

32 Brands need smart selection

33 3. Ideal Working Models

34 BRANDS Build from within

35 BRANDS Be the bridge

36 The Bridge

37 BRANDS Know what you want from an agency

38 AGENCIES Create flexible delivery models

39 AGENCIES Don t waste your client s time

40 AGENCIES Experienced account teams are a must.

41 BRANDS Be very selective who you hire

42 BRANDS Never outsource link building

43 AGENCIES Building links? Better know your shit.

44 AGENCIES You have a moral and potentially legal responsibility

45 Most Agencies Structure Like This Account Executive Point person responsible for relationship Also primary sales function Expert Not client facing Expert

46 Most Agencies Structure Like This Account Executive Point person responsible for relationship Also primary sales function Analyst Typically novice Analyst

47 Example RKG SEO Delivery Model: Strategy Technical PM Key Analytics Content

48 Example RKG SEO Delivery Model: Content Strategy Social (shared) Analytics Business Intelligence

49 Example RKG SEO Delivery Model:

50 A word on work output

51 Big, tedious audits need to be shot.

52

53 What matters is what drives revenue.

54 Parting Thoughts

55 SEO is an outcome, not a single thing.

56 Search engines follow users.

57 Link building is dead

58 Enterprise SEO is still evolving

59 Let s get there together.

60 Adam

61 It s not actually about this

62 It s about this I use search engines to find stuff. Search Rank & Display Page Content Conversion & Motivation

63 User exp. begins here I use search engines to find stuff. Search Rank & Display Page Content Content creates the conversion It s about this Conversion & Motivation