© ZEON SOLUTIONS INC.

ONLINE MARKETING

Breaking Down the Silos Aligning Cross-Functional Teams for Maximum Search Engine Visibility

JULY 26, 2012

Connect with Us!

@ZeonSearch or @ZeonSolutions #BreakingDownTheSilos Download: http://bit.ly/zeon-breaking-silos-slides

Agenda

• Introduction

• Why Align?

• Teams and Resources Involved

– Who They Are

– How They Can Help

• Practical Examples

• Q&A

Anthony Piwarun

• Specialization: SEO

• 4+ years SEM experience

• Brand Experience:

– Samsung Security

– Johnson Controls

– Wheaton Franciscan Healthcare

– American Society of Quality (ASQ)

• Contributing author to Search Engine Journal and Search News Central

Sr. Search Marketing Specialist

Allie Kelly

• Specialization: SEO, PPC

• 3+ years SEM experience

• Brand Experience:

– American Society of Quality (ASQ)

– RIDGID

– Scafftag

– Wacker Neuson

• Active on the Zeon Solutions blog

Sr. Search Marketing Specialist

Why align?

Build Efficiencies

Build Efficiencies

• Reduced duplicate efforts across mediums saves time and $$$

• Streamlined processes through training

• Faster problem solution times through constant communication

Coordinate Strategies

Coordinate Strategies

• Strategy coordination allows each group to see what the other is doing

• Reduces overlap across channels

• Highlights gaps in goals and objectives

Promote Cross-Vertical Communication

Promote Cross-Vertical Communication

• Shared sources of data to uncover hidden gems of insight

• Don’t reinvent the wheel – take advantage of work done across other mediums

• Get in touch with each channels target market

Measure Results

Measure Results

• So many metrics, so little time – define what matters the most to your client / stakeholder

• Manage only what you can measure

• Measure the right metrics – report on what matters the most (KPIs, KPIs, KPIs!)

Who’s All Involved?

SEO

The Cast

SEO

PPC

Design

Copy Social

Dev.

Analytics

SEO

• Who are they?

– Search Engine Optimization Specialists

• Work to make websites visible in search engines

SEO

• How can they help?

– Provide do’s and don'ts, initiatives & roadmaps

• Technical

• On-page

• Off-page

– Prioritize focus-areas of the website

– Increase visibility

SEO • Examples

– Any stakeholder can work with SEOs to identify opportunities throughout the website

– If you’re in PPC, ask SEOs which pages need SERP visibility

PPC

The Cast

SEO

PPC

Design

Copy Social

Dev.

Analytics

PPC • Who are they?

– Pay-per-Click Marketing Specialists

• Search engine “paid listings”

• Comparison shopping feed listings

• Social media advertisements

PPC

• How can they help?

– Guarantee visibility in search engines and external websites

– Provide tangible keyword, landing page and investment-return data

PPC • Examples

– If you’re an SEO, ask PPCs how a keyword converted before optimizing a page for it

– If you’re a writer, ask PPCs how searchers react to different marketing messages

Design

The Cast

SEO

PPC

Design

Copy Social

Dev.

Analytics

Design

• Who are they?

– Website Designers, UX Designers

– Work to create and implement converting:

• Wireframes

• Information Architecture

• Overall Website Experience

Design

• How can they help?

– Ensure best practices are integrated into the site before any launches or redesigns

– Prevent duplicated work

Design

• Examples

– If you’re a developer, provide formatting requirements for seamless builds

– If you’re an SEO, provide naming conventions for ideal URLs

– If you’re in PPC or social, request user-friendly pages for landing and sharing

Copy

The Cast

SEO

PPC

Design

Copy Social

Dev.

Analytics

Copy

• Who are they?

– Copywriters, Content Strategists

• Write and release website content & brand information

Copy

• How can they help?

– Write optimized copy based off keyword insights

– Generate linkable content

• Website pages

• Blog posts

Copy

• Example

– If you’re an SEO, teach your writers how to write optimized copy

– If you’re in social, request copy on topics of interest

– If you’re in PPC, request copy for landing pages based on search queries

– If you’re in design or development, understand how writers will fill the pages you make

Social Media

The Cast

SEO

PPC

Design

Copy Social

Dev.

Analytics

Social Media

• Who are they?

– Social Media Strategists, Social Media Managers

• Brand management through social media platforms

• Identify and interact with target market

Social Media

• How can they help?

– Provide insight to target market interests

– Gauge and monitor customer feedback

– Publicize & make content easier to share

Social Media

• Examples

– If you’re in design, ensure your social media managers have corresponding branding, images

– If you’re in PPC, understand where your audience is outside of search

– If you’re in design or development, understand how the site is received

Web Development

The Cast

SEO

PPC

Design

Copy Social

Dev.

Analytics

Web Development

• Who are they?

– Developers, IT Professionals

– Write and code websites, software, apps & more

Web Development

• How can they help?

– Provide access to the backend of your website

– Easily write in languages that look foreign

Web Development

• Examples

– If you’re an SEO, ask them to make technical changes quickly

• Robots.txt

• XML sitemap

• Add alt-text

• Quickly write redirects

– If you’re in analytics, ask them to write & add tracking scripts for reporting

Analytics

The Cast

SEO

PPC

Design

Copy Social

Dev.

Analytics

Analytics

• Who are they?

– Web Analysts

– Manage, report and provide insights based on website analytics

Analytics

• How can they help?

– Cut through the data to identify key areas of opportunity

Analytics

• Examples

– Any stakeholder can prioritize work leveraging their insights

– Any stake holder can gain easy insight with custom reports

Practical Examples

Daily Stand-Ups

• Daily meeting briefs are effective in promoting cross-channel alignment

• 10-15 minutes to discuss high-priority tasks and intended results

• Make it educational by providing insight into why the task is important

Daily Stand-Ups

Conference Calls

• Viable alternative for multiple office locations (share screens, decks, and visual examples)

• Screen sharing bridges the visual gap

• A quick group chat, one-on-one, or weekly meetings will do just fine

Conference Calls

Lunch-N-Learn • Share vision and align with groups beyond the

digital team

• Bring in other groups like sales, traditional marketing, and even project management so they know what they’re selling

• Nothing worse than a client asking status of their program and the PM doesn’t know

Lunch-N-Learns

Happy Hour!

Grand Finale

Overall…

• Be aligned

– Internal vs. Third Parties

• We’re surrounded by experts

• Communicate

– Save time

– Save money

Q & A

PRESENTERS: CONTACT ZEON SOLUTIONS:

Kortney Moss Sales Specialist 414.847.1158 Kortney.moss@zeonsolutions.com

Download Link for Slides:

http://bit.ly/zeon-breaking-silos-slides

Thank You!

Anthony Piwarun Sr. Search Marketing Specialist @apiwarun

Allie Kelly Sr. Search Marketing Specialist @allieakelly