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How brands and agencies can work together to drive excellence in SEO.
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Alliances in the Enterprise
Brands & Agencies: Improving SEO ModelsAdam Audette :: @audette
This talk has three parts
1. Evolution
2. State of the Union
3. Ideal Working Models
1. Evolution
SEO started here…
SEO started here…
(ok more like this guy)
(but this guy is cooler)
The roots of search engine optimization
Affiliate spam
Link spam
Cloaking
Churn and burn sites
Thin content
Reverse engineering the algorithm
Ranking obsession
Tactical cat and mouse
SEO is big $$$$$$$$
SEO becameinstitutionalized
RKG’s approach to modern SEO
User focused
Sustainable
Relevance
Focus on data
Focus on content
Customer retention & acquisition
Business intelligence
2. State of the Union
I want to grow the marketing budget..
In-house guy
and use an agency that doesn’t give me interns…
In-house guy
and actually understands my business.
In-house guy
I want to grow the agency…
Agency gal
and scale our teams and processes…
Agency gal
so we can attract great brands.
Agency gal
Diverging goals?
Brands
Agencies
Diverging goals?
Brands
Agencies
Need experts
Need to scale
Agency crux: execution gap
Brand crux: resource constraints
Agencies aren’t flexible enough
Brands aren’t intentional enough
Partnerships are the goal, but…
RFPs and staff churn are the norm
Brands need clear strategy and priorities
Agencies give lists of ‘to-dos’
What matters is what drives revenue.
Agencies need real bench strength
Brands need smart selection
It always comes down to two things
Brands
Agencie
s
Performance
Relationship
3. Ideal Working Models
Build from within
BRANDS
Be the bridge
BRANDS
Create flexible delivery models
AGENCIES
Don’t waste your client’s time
AGENCIES
Never outsource ‘link building’
BRANDS
Building links? Better know your s#!t.
AGENCIES
Agency Team Structures
Account Executive
Expert
Expert
Typical Agency Team Structure
Point person responsible for relationship
Not heavily client facing
Also primary sales function
Account Executive
Analyst
Analyst
Typical Agency Team Structure
Point person responsible for relationship
Often novice hires
Also primary sales function
Example RKG SEO Delivery Model:
Technical Global
Reporting Content
PMKey
Example RKG SEO Delivery Model:
Content Strategy
Social
AnalyticsComp. Insight
(shared)
Example RKG SEO Delivery Model:
Technical Content
Analytics Reporting
PM
Enterprise SEO is still evolving
Adam Audette@audette
Q & A