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
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
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”
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
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
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.”
