SEO Integration across Organizations

SEO Integration

Why is it important?

Things you can do to elevate yourself and the conversation

at your agency/client

SEO Integration

SEO is valuable (we all know this) – Traffic, share of voice, online visibility,

conversions…….and so on.

"Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled."

Allan Jenkins

Global Communications Consultant

SEO Integration

Why is it so hard then to integrate?

SEO Integration

How many of you are involved from:

Upfront brand planning and budgeting – through site architecture – through creative – through technical build – through analytics integration – through site launch – through ongoing optimization?

SEO Integration

Reasons why not all of us are involved throughout?

SEO Integration

There are so many moving parts

SEO Integration

The creative ambition or technical limitations often take precedent…

SEO Integration

The value is often 3-6 months away

SEO Integration

and the value can be hard to immediately quantify in media or brand comparison (marketing speak)

SEO Integration

Today…some thoughts integration with:

- Planning

- Information Architecture

- Creative

- Media / PR

SEO Integration

The Big Opportunity

SEO Integration

You can likely do/own this at your agency

Or do/own challenging your agency to do this

SEO Integration

Integrating with Brand Planning

SEO Integration

Learn to speak their language (it’s different and it’s visual)

And then ADD execution to theory

Female: Sweet Spot 30-39Very likely to have kidsMore likely to have young kids They have variable incomes & variable education

Top Online Activities:Very active email users and searchersEnjoy sharing content such as e-cards

Key Influencers:Friends and Family3rd-party trusted sources (TV personalities maintain high impact)

Example: DQ

Women are more likely than men to search for Cakes or Birthday Cakes

Source: Microsoft AdCenter

8x

Our Audience is “searching”

SEO Integration

Information Architecture

SEO Integration

Two things:

Show them keyword research…they’ll bite

Show how people are using the site now

SEO Integration

Information Architecture

Keyword Research can help define organization of the content

SEO Integration

Information Architecture

Keyword Research can help define organization of the content

SEO Integration

Information Architecture

Keyword Research can help define organization of the content

SEO Integration

Information Architecture

Keyword Research can help define organization of the content

SEO Integration

CREATIVE

SEO Integration

Show them you can increase the visibility of their work.

SEO Integration

CREATIVE

Flash content can be made viewable for search engines

SEO Integration

CREATIVE

SEO Integration

CREATIVE

SEO gone too far?

SEO Integration

COMMUNICATION TEAMS

SEO Integration

Show them how you can extend the reach of their current efforts

Add in the fact that online….you can track their efforts.

SEO Integration

COMMUNICATION TEAMS

Online PR Optimization and distribution can extend the reach of traditional PR

SEO Integration

COMMUNICATION TEAMS

SEO Integration

Planning: Learn to speak their language

IA: Show them keyword research and how people are using the site now

Creative: Make their work visible to more people

Communications: Extend their reach, add tracking to their efforts

SEO Integration

Questions / Thoughts?