1. Building an Integrated
Marketing Solution with SEO
STEPHANIE CHANG

2. STEPHANIE CHANG
Consultant/Team Lead, Distilled
stephanie.chang@distilled.net
@stephpchang

3. Understand a Company‟s
Key Business Values

4. Example: Maintaining Brand Image
A brand is a person‟s feelings about the
company/product/service
http://www.slideshare.net/coolstuff/the-brand-gap

5. Likewise Being Off Brand
Can feel like a company is breaking their promise,
which results in decreased trust

6. Especially for larger, more
established companies
SEOs must absolutely understand brand
considerations
Image Credit: Portent

7. Otherwise they risk
the relationship they have with the company = no
changes made and no value created

8. This includes everything from
Keyword Research

9. to Content Creation
(especially when creating on-page content or content
for PR)

10. to Content Design
Example: a modern, fashion-forward company might
not want to promote fun/cute-looking content

11. Because that‟s not the company‟s
key target audience

12. It‟s Your Job as a SEO to ensure
that you have a full understanding of all brand
considerations before you start anything
http://moz.com/rand/domain-bias-why-branding-search-marketing-cannot-be-separated/

13. Ask these type of questions
to ensure you have full understanding of a
company‟s brand considerations
What is the mission/vision of the organization?
What are your company-wide initiatives for the year (including
development, redesigns, etc…)?
Can we gain access to your company‟s brand guide and style guide?
Who approves the posting of new content to the blog?
Who approves the creation of new page types?

14. Doing so builds trust, while
creating opportunities to move up the organizational
chain and get buy in for bigger projects

15. Case Study 1:
Fashion Brand

16. Company came to us for a very
short-term, defined project
with tight deadlines & relatively limited access to
teams

17. Their brand was their number 1
priority
They were willing to risk organic search traffic
numbers in order to fulfill brand considerations

18. All recommendations for this
company
were extremely tailored (like keyword research) and
not based on what‟s best for only SEO

19. Although SEO quick wins were not
achieved as a result,
ultimately the client‟s trust was earned. Your goal is
to meet and exceed expectations.

20. And we became the company‟s go-
to SEO company
While also gaining access to additional teams and
negotiations for larger projects, such as

21. Helping the company develop a
brand new site
that would integrate several teams (PR, social,
content, retail) to provide a consistent online UX
Stake Holders

22. Understand a Company‟s
Needs

23. Ask questions until you have a clear
understanding of the company‟s
Business Goal
•Increase Sales
Business Strategy
•Target mommy
bloggers looking for a
bargain
Marketing/
Communication Goal
•Create awareness
among mommy
bloggers
KPIs (long-term/short-term goals, metrics, soft
benefits) and internal governance processes

24. When you do, outline a strategy that
directly addresses the company‟s key needs and
existing processes
http://www.slideshare.net/juliancole/what-is-digital-strategy-14637370

25. Always recommend the right
strategy
regardless of how difficult the solution may be
Even if it feels like
you aren’t getting
anywhere keep
edging your way
in the right
direction

26. With a clear risk/reward assessment
that will make it easy for the company to say “Yes”

27. Case Study 2:
Job Search Site

28. The Problem: Legacy Site
The company‟s site structure/UX had not changed in
over 10 years

29. Technical issues
Duplicate content across multiple URLs, poor UX to
users who land on expired job listings, etc…
www.example.com/jobs?city=5&marketing=6
www.example.com/jobs?marketing=6&city=5

30. Proposed Strategy
Redesign of site to ensure that only 1 URL existed for
each job search facet combination
Priority:
Create a single URL using each
parameter as a unique identifier
This means parameters with the
same combinations need to
appear in the same order each
time

31. The Result
Company has agreed to dedicate 6 months of development resources
to improve URL structure with full integration from marketing
teams, analytics teams, product managers, and access to Directors

32. Selling Your Ideas Into the
Company

33. Once you have the initial buy in for
your strategy,
provide the company with data that they didn‟t
already have to meet their goals

34. This can be in the form of market
research or gap analysis
which will make subsequent marketing
implementations more efficient and accurate

35. Case Study 3:
B2B Company

36. The Problem
Consistent leads from organic traffic, but no long-
term strategy for sustained and improved growth

37. Stephanie Chang@stephpchang
Adria Saracino, Head of Outreach at Distilled
“In the future, content
marketing will become more
strategic.
We‟ll start front-loading the
planning with extensive
customer research to make
informed decisions and not
making content as marketers
and calling it „content
marketing‟.”

38. The Strategy
Used market information, customer research, and
existing assets to develop a content strategy

39. Customer Surveys and Interviews
Results: 917 responses or approximately 50% of
customer email list

40. Content Funnel + Metrics
Assess existing assets using qualitative +
quantitative metrics
Awareness
Trigger
Search
Consideration
Buy
Stay
Consumption
Metrics
Share Metrics
Lead Generation
Metrics
Sales Metrics
http://www.convinceandconvert.com/content-marketing-2/the-4-types-of-content-metrics-that-matter/

41. Findings
Content was disorganized and duplicated with too much
emphasis on sales and retention. Few pages resulted in
conversions.

42. Output: On-going content plan + creation of
an internal governance process for all on-
page content
Work gained the attention and subsequent collaboration of the
Senior Marketing Director, Product, Customer Experience, Social
Media, and PR Teams
“Create
Relevant,
Purposeful
Content.”

43. Thanks.
Any questions?
STEPHANIE CHANG
Stephanie.chang@distilled.net
@stephpchang