Sempo 5-stepsSEMPO Webinar on Organizational Nirvana; 5 Steps to Properly Integrate SEO

Organizational Nirvana5 Steps to Properly Integrate SEO

Doug Platts

Vice President, Search Strategy

iCrossing 1

Benefits of SEMPO Membership

• Expand Your Knowledge

with webinars, hangouts, and

annual survey results

• Engage With Industry

Leaders at local networking

events and through

committee involvement

• Grow Your Business and

Maximize Your Career

Growth through the job

board, writing for the blog or

newsletter, and promoting

your brand

2

SEMPO Sponsors and Partners

3

Housekeeping

4

Organizational Nirvana5 Steps to Properly Integrate SEO

Doug Platts

Vice President, Search Strategy

iCrossing 5

5 steps to properly integrate SEO

ADVANCED SEO

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Source: https://flic.kr/p/da8jMn


Big data is useless


Big data is uselessWithout little data

For iCrossing, it’s all about moments

Graduated

College

Baby on

the way

House Hunting

Furniture

Shopping

For SEOs, its about Google restricting data

• In late 2011, Google began encrypting organic search query data for users

who were logged into a Google service.

• Two years later, brands are observing higher and higher rates of encrypted

Google keyword data, with some reports of sites now seeing a 100% loss.

What business questions should

SEOs be asking?

• What is the trend in Organic Search traffic or

conversions to this section of the site?

• How did a recent site change affect Organic Search

traffic or conversions?

• Which pieces of content are attracting the most traffic

and meeting our objectives for site visitors?

• Are certain pages or site sections attracting search traffic

that we’d rather go to more conversion-friendly pages?

• How is the activity of other channels affecting Organic

Search traffic & conversions, and vice versa?

Don’t forget about keywords though…

• AdWords Paid & Organic Report

• Other search engines

• Webmaster Tools

• Ranking data

• Page level analytics data

• Search data from previous years

Brand Re-versioning by Graham Smith – imjustcreative.com

Find opportunities in your data

• Look at paid search data to discover the highest-converting,

highest-cost, or highest- traffic terms from which to generate new

content ideas.

• Using paid search to identify top keywords is not a new strategy, but

it is more important now as natural search keyword data is

becoming less reliable.

Find opportunities in your data

• Examine bounce rates and unproductive traffic to improve your

conversion rates. If necessary, re-optimize pages to target different

keywords that may perform better.

• Monitor visibility and search engine referral traffic for

fluctuations that may indicate a technical/code issue or a

penalty. While this is of the utmost importance during a redesign or

migration process, these issues can crop up during normal activities

as search engines continue to refine their algorithms.

Become audience informed

d a t ac l i e n t

d a t a

Audience informed reporting

Less than HS

Diploma6%

High School

Diploma27%

Some College

31%

Bachelor's Degree

23%

Graduate Degree

13%

Top Level of Education Attained

19.9%

33.9%

14.7% 15.2%

10.4%

5.9%

0%

5%

10%

15%

20%

25%

30%

35%

18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 andOlder

Age Range Distribution

Audience informed strategy

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Under$20,000

$20,000 -$29,000

$30,000 -$39,999

$40,000 -$49,999

$50,000 -$59,999

$60,000 -$74,999

$75,000 -$99,999

$100,000 -$124,999

$125,000 -$149,999

$150,000+

November

December

January

February

March

April

• Leverage existing platforms and identify new technology

to drive audience insights & channel efficiencies

• Drive adoption across Business Units to achieve

consistent data for measurement

• Distill Big Data into Little Data for actionable insights

• Co-ordinate Corporate/Business Unit goals and

opportunity to communicate across stakeholders

‘Smart Data’ can be achieved through:

• Platforms: Site Analytics, Social Media Insights,

Webmaster Tools, Paid Search, Audience Data, Site

Search

• Integration: SEO/SEM, Social/Content/Search, Creative

Execution/Digital Reach

• Internal Communications: Clarify Stakeholders, R&Rs,

Standardization, Direction

Hotels

Things

To Do

Cruises

Packages

Tours

Flights

Car

SEO

Connected data

Source: https://flic.kr/p/dCgGXf

Collaboration

Source: https://flic.kr/p/dCgGXf

• Setting a strong foundation through addressing core

pillars within each digital marketing channel

• Building on core pillars through integration across

channels

• Define touch points and work-flow of both always-on

and campaign activities

• Define clear global governance guidelines and

connect with channel leads as part of a global

council

‘Integration’ can be achieved through:

• Campaign led initiatives coordinated across

channels

• Understanding the interplay between always on

channels, e.g. SEM/SEO

• A consumer focused approach to communication

through collaboration between Media and Social/PR

Media

ATL

BTL

PR.com

Social

SEO

SEO

Collaboration leads to an integrated strategy

SEO + SEM naturally align

Content

Optimizatio

n

Keyword

StrategyTraffic Analytics

Quality

Score

Bid

Optimizatio

n

Conversion Cookie Pool

Audience

data

Shared ROI

goals

Keyword

governance Landing page

experienceCross channel budget

planning

SERP

ownership

SEO work

stream

SEM work

stream

An integrated framework for content

marketing

Audit

&

Planning

Creative Production

&

Media Planning

The

Need

Content

Concepting

&

Development

Content

Launch

Analytics

Media

Phase 1 Phase 2 Phase 3 Phase 4

The Insight The Idea

The

Concepts

The

Release

10 connections in SEO

Source: http://connect.icrossing.co.uk/10-connections-for-the-seo-team-to-make-in-2014_11614

Source: https://flic.kr/p/chEwR9

FUNDING

Source: https://flic.kr/p/4kHkCf

IMPORTANCE


IMPORTANCE GROWTH


STRATEGY

IMPORTANCE GROWTH


STRATEGY

IMPORTANCE GROWTH

INVESTMENT

Greater communication leads to stronger

funding

• Identify areas to connect with Stakeholders and

global Corporate leads to a more effective Search

program

• Become part of Business Unit planning and

Corporate strategy sessions

• Agree touch points with key stakeholders, and

deliverables for communication tailored

‘Communication’ can be achieved through:

• Knowing where to have a seat at the table

• In-person connections to key stakeholders

• Communication – All Hands/Exec/Council

• Activation and knowledge sharing of regional

initiatives

Business Cases for Investment

Channel Guidelines

Quarterly Business Reviews & Reports

POVs for Major Updates

On-demand Best Practice Workshops

Source: https://flic.kr/p/7ys8nH

BRAND AWARENESS BRAND MANAGEMENT


BRAND AWARENESS

SMALLER BUDGETS

BRAND MANAGEMENT

LARGER BUDGETS


BRAND AWARENESS

SMALLER BUDGETS

BIGGER EXPECTATIONS

BRAND MANAGEMENT

LARGER BUDGETS

MULTIPLE PROJECTS


BRAND AWARENESS

SMALLER BUDGETS

BIGGER EXPECTATIONS

MORE AGILE

BRAND MANAGEMENT

LARGER BUDGETS

MULTIPLE PROJECTS

LONG SIGNOFF


BRAND AWARENESS

SMALLER BUDGETS

BIGGER EXPECTATIONS

MORE AGILE

LESS RESOURCE

BRAND MANAGEMENT

LARGER BUDGETS

MULTIPLE PROJECTS

LONG SIGNOFF

MORE COORDINATION


BRAND AWARENESS

SMALLER BUDGETS

BIGGER EXPECTATIONS

MORE AGILE

LESS RESOURCE

SOLE MARKETING CHANNEL

BRAND MANAGEMENT

LARGER BUDGETS

MULTIPLE PROJECTS

LONG SIGNOFF

MORE COORDINATION

MULTIPLE MARKETING CHANNEL


BRAND AWARENESS

SMALLER BUDGETS

BIGGER EXPECTATIONS

MORE AGILE

LESS RESOURCE


HIGH RELIANCE ON RETURN

BRAND MANAGEMENT

LARGER BUDGETS

MULTIPLE PROJECTS

LONG SIGNOFF

MORE COORDINATION


MARKETSHARE


BRAND AWARENESS

SMALLER BUDGETS

BIGGER EXPECTATIONS

MORE AGILE

LESS RESOURCE



BRAND MANAGEMENT

LARGER BUDGETS

MULTIPLE PROJECTS

LONG SIGNOFF

MORE COORDINATION


MARKETSHARE

NEW TO SEO HIGHER LEVEL OF KNOWLEDGE


BRAND AWARENESS

SMALLER BUDGETS

BIGGER EXPECTATIONS

MORE AGILE

LESS RESOURCE



BRAND MANAGEMENT

LARGER BUDGETS

MULTIPLE PROJECTS

LONG SIGNOFF

MORE COORDINATION


MARKETSHARE

NEW TO SEO

FOCUSSED CAMPAIGN

HIGHER LEVEL OF KNOWLEDGE

BROAD CAMPAIGN


TEST AND LEARN

Source:

http://oculawlib.blogspot.com/2010/04/resourc

es-for-exam-preparation.html

GLOBALIZATION

Source: https://flic.kr/p/7Wctu5

Globalization can get very tactical

Source: http://www.slideshare.net/icrossing/building-a-global-brand-in-the-digital-age

Agree priorities across Corporate, Business Unit and Regional

teams

Understand broader brand vision/initiatives and timelines

Co-ordinate with all channels to have clarity on the bigger

picture of marketing challenges

Continuous development of best practice frameworks, process

and activities for global communication

Evaluation of new approaches to ensure adoption

‘Governance’ can be achieved through:

Redefined globalization infrastructure & approach

Best practices/Boot Camp to support comms

Regionalized service center to cater to all needs

Consistent data, documentation, structure

Activation and success of Corporate initiatives

Return Risk DisruptionIntegration Trends

Successful globalization is more about

operational

Evangelism Platform

Integration Services

Client / iCrossing

Framework for Global SEO

Source: https://flic.kr/p/7bdSg8

FOR SEOs

All of this is

important

Source: http://moz.com/blog/visual-guide-to-keyword-

targeting-onpage-optimization

As well as

gaining these

Source: http://www.searchmetrics.com/en/knowledge-

base/ranking-factors/

Content Syndication Map

Content Mapped to Decision

Process

Content Streams

Content Prescription

Content Creation

Content Object

Spreadsheet

But we have to be connected

But we have to be connected

ADVANCED SEO

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What we’ve learned today

Q & A

55

Thank You!

Doug Platts

VP, Search Strategy, iCrossing

[email protected]

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About iCrossing

iCrossing, recently named a “Leader” in Gartner’s Magic Quadrant for global

digital marketing agencies, builds connected brands for some of the world’s

most recognized companies including Beam Suntory, Inc., The Coca-Cola

Company and LG Electronics. The agency combines its expertise in media,

creative and analytics to create moments that build close relationships with

brands and their customers in real time. iCrossing, a unit of Hearst Corporation,

is headquartered in New York and has 900 employees in 17 offices globally. For

more information, visit www.icrossing.com or its social spaces.

mailto:[email protected]

Sempo 5-stepsSEMPO Webinar on Organizational Nirvana; 5 Steps to Properly Integrate SEO

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