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SEO Integration across Organizations
SEO Integration
Why is it important?
Things you can do to elevate yourself and the conversation
at your agency/client
SEO Integration
SEO is valuable (we all know this) – Traffic, share of voice, online visibility,
conversions…….and so on.
"Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled."
Allan Jenkins
Global Communications Consultant
SEO Integration
Why is it so hard then to integrate?
SEO Integration
How many of you are involved from:
Upfront brand planning and budgeting – through site architecture – through creative – through technical build – through analytics integration – through site launch – through ongoing optimization?
SEO Integration
Reasons why not all of us are involved throughout?
SEO Integration
There are so many moving parts
SEO Integration
The creative ambition or technical limitations often take precedent…
SEO Integration
The value is often 3-6 months away
SEO Integration
and the value can be hard to immediately quantify in media or brand comparison (marketing speak)
SEO Integration
Today…some thoughts integration with:
- Planning
- Information Architecture
- Creative
- Media / PR
SEO Integration
The Big Opportunity
SEO Integration
You can likely do/own this at your agency
Or do/own challenging your agency to do this
SEO Integration
Integrating with Brand Planning
SEO Integration
Learn to speak their language (it’s different and it’s visual)
And then ADD execution to theory
Female: Sweet Spot 30-39Very likely to have kidsMore likely to have young kids They have variable incomes & variable education
Top Online Activities:Very active email users and searchersEnjoy sharing content such as e-cards
Key Influencers:Friends and Family3rd-party trusted sources (TV personalities maintain high impact)
Example: DQ
Women are more likely than men to search for Cakes or Birthday Cakes
Source: Microsoft AdCenter
8x
Our Audience is “searching”
SEO Integration
Information Architecture
SEO Integration
Two things:
Show them keyword research…they’ll bite
Show how people are using the site now
SEO Integration
Information Architecture
Keyword Research can help define organization of the content
SEO Integration
Information Architecture
Keyword Research can help define organization of the content
SEO Integration
Information Architecture
Keyword Research can help define organization of the content
SEO Integration
Information Architecture
Keyword Research can help define organization of the content
SEO Integration
CREATIVE
SEO Integration
Show them you can increase the visibility of their work.
SEO Integration
CREATIVE
Flash content can be made viewable for search engines
SEO Integration
CREATIVE
SEO Integration
CREATIVE
SEO gone too far?
SEO Integration
COMMUNICATION TEAMS
SEO Integration
Show them how you can extend the reach of their current efforts
Add in the fact that online….you can track their efforts.
SEO Integration
COMMUNICATION TEAMS
Online PR Optimization and distribution can extend the reach of traditional PR
SEO Integration
COMMUNICATION TEAMS
SEO Integration
Planning: Learn to speak their language
IA: Show them keyword research and how people are using the site now
Creative: Make their work visible to more people
Communications: Extend their reach, add tracking to their efforts
SEO Integration
Questions / Thoughts?