@LauraLippay (works @ Yahoo!)
2/3 of online search users are driven to perform searches as a result of exposure to some offline channel
$13 Million Hyundai Super Bowl Ad
Hot Trends in Google Search.
During the Super Bowl -’edit your own” and ‘hyundai’ were “hot trends” – if you did a Google search for Edit your Own the ad nor Hyundai site showed up. Missed opportunity
We are still not connecting offline with online.
SEO as a marketing channel like Television, Direct Mail, Print, Internet, Radio, and Outdoor
SEO has rich web development background.
What can I do?
Integrating search into marketing campaigns. Hasn’t been able to find good examples of this integration. Some aspects of SEO and SEM has to connect with marketing.
Campaign strategy meetings – your SEO can tell you, if there is opportunity in search for this – there is no target market or there is opportunity.
Organic ranking for external advertising
Marketing
PPC <—-SEO Strategy
Engineering
Technical SEO
Agency
SEM needs to be recognized as an integrated marketing channel
SEO/M needs to be looped into campaign strategy meetings for clients
SEM can determine search marketing cost and opportunity
An SEO’s Tale @alli12
Allison Fabella
Launches a site, traffic goes up – Rock Star
Then traffic went down – not a Rock Star anymore
Common Offenders:
Flash
Good Solution: Speak Geek
Speak Money (competitors are getting organic search results)
Solutions: Include All Stakeholder in the discussion
Hit them in the wallet
Suggest Actionable Alternative
Robots.txt
Canonical Tags
Site Map (what can go wrong)
Incorrect Url
Incorrect sitemap protocol
Invalid date, tags, URL
Incorrect sitemap type in GWT
Be the detective
Solutions
Regular meetings with stakeholders:
-Daily or weekly
-Review upcoming & completed changes
-Carefully review code BEFORE launch
Topher Kohan
(does SEO for CNN & Turner Broadcasting)
Build evangelist
ID your support staff
Company
Division
Team
Outside:
Agencies
Contacts
Friends
Build a support network
Evangelize for SEO within the organization
They
Get it?
Wants to get it?
Gets excited by it?
Embraces it?
Find the Evangelist
Treat them as a Team
Conversations on what works and what doesn’t work
Never Stop:
Building them Up
Training Them
Improving the work flow
ID Problems
Getting help
Link value degradation
