Small Teams, Big Ambitions | BrightEdge -Share 18 NYC
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If you are a team of one responsible for SEO (and just about everything else digital), then this session is for you.
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Small Teams, Big Ambitions | BrightEdge -Share 18 NYC
- 2. SMALL TEAMS, BIG AMBITIONS
- 3. How do you do SEO? DCOM for SEO How do you get other people to help with SEO? SEO in one hour per day 01 02 03 04 AGENDA March 14, 2018
- 4. Karina Tama-Rutligliano Senior Manager, Digital Marketing Phil Chevalier Marketing Project Leader Carolyn Bao Sr. Director, Product Marketing BrightEdge Technologies, Inc.
- 5. Difficulty and Obscureness • People hardly know SEO though largest channel Time horizon • SEO takes longer to deliver first results Money • SEO does not use budget in the same way as other channels, harder to attribute Interest • SEO does not hold non-SEO people’s attention Funding, staffing, and running SEO SEO SOMETIMES FEELS LIKE MOVING MOUNTAINS
- 6. HOW DO YOU DO SEO? How Do You Do SEO?
- 7. HOW DO YOU DO SEO? – DCOM METHODOLOGY DCOM for SEO Put the DCOM in your dotcom
- 8. CaringPeople The Boston Consulting Group TWO TALES OF SUCCESS 84.5% Growth of Organic Sessions compared to 2016 100% Increase in Revenue compared to 2016
- 9. Keyword DISCOVER OPPORTUNITIES Content Tech, etc. • Identify key content topics • Add high value topics • Gain buy-in on key target topics • Identify content gaps • Prioritize content creation plans • Identify technical improvement opportunities • Identify opportunities to empower the extended SEO teams
- 10. SEO Optimized Content & Site Enhancements CREATE OPTIMIZE • Create and Optimize content relevant to key buyer personas • Ensure SEO best practices are incorporated into new content • New content is created for the right type of content for the business
- 11. MEASURE Keywords on Page 1 Organic Sessions New Visitors Conversions Revenue
- 12. CARING PEOPLE
- 13. We help seniors with daily living at home for over 20 years. We offer personalized service in very competitive market across 4 states. We are often called in times of crisis – trust is the #1 priority in how we communicate to prospects online. Where we began… • No lead generation on website • Website was out-of-date • No content process • No site management process • No engagement with sales team BACKGROUND
- 14. • New department: Digital Marketing was a new department for the company • New industry: I was new to the industry – I came from e-commerce background • Need to convince company to invest in this initiative • All the marketing content had to be created from scratch • Hard to find skilled writers with industry expertise and SEO knowledge • Collecting reviews for satisfied clients was difficult due to their circumstances CHALLENGES 1-person marketing department, but I’m not an octopus
- 15. • Content marketing strategy • Local listings SEO APPROACH – DCOM Discover
- 16. • Created buyer persona • On-page SEO • Created Backlink strategy • Optimized Social Media and PPC campaigns according to organic insights • Created offers and promotions • Crated videos SEO APPROACH - DCOM Create
- 17. •Migrated website to HTTPS •Redesigned website launching SEO APPROACH - DCOM Optimize
- 18. •Focus on Organic traffic through content using the BrightEdge platform •Company sees value in digital marketing •Testing new strategies •Constant education/updates about industry best practices SEO APPROACH - DCOM Measure
- 19. Our Takeaways • What is better than being ranked first in Google? Being in rank zero • Does Quick Answers increase traffic ? - it varies • Our more visited pages are the ones we have Quick Answers • How did we do it? • Use Data Cube to identify Quick Answers opportunities • Targeted several keywords within one piece of content – Got several Quick Answers Supporting Data • The Google Answer Box secures an astounding 32.3% CTR - Search Engine Watch - Feb 2018 QUICK ANSWERS SUCCESS
- 20. DCOM more C for Create • Focus on white papers • Implement email marketing strategy • Social media campaigns • Enhanced collaboration with Sales team NEXT STEPS
- 21. MEASURE – DCOM Blog Traffic last 3 months Increase in 3 months Visits 140% Page Views 150%
- 22. Organic channel grew at a much faster pace than all other channels MEASURE – DCOM Organic Channel
- 23. MEASURE – DCOM • Achieved 100% increase in revenue in 2017 vs 2016. • Forecasting increase of 100% more in revenue in 2018
- 24. THE BOSTON CONSULTING GROUP
- 25. LET'S STEP BACK TO 2016... Fresh from a re-launch of BCG.com Push channels main drivers of website traffic Organic channel stalled, limited use of page metadata, MVP site structure BCG.perspectives migration begins
- 26. Copyright©2018byTheBostonConsultingGroup,Inc.Allrightsreserved. WHERE WE ARE NOW SEO is now a key element of BCG's global marketing strategy Investment in SEO now the norm at BCG global marketing, and a strategic consideration during all steps of content creation SEO-related development items being prioritized Site-wide keyword strategy in place for BCG.com, still evolving and being refined Automated tracking and reporting to key business stakeholders (BrightEdge) Close coordination with Editorial and IT Continuous action in response to data
- 27. Emerging Foundational Scaling High- Performance Innovation 2016 2017 2018 2019 2020 BCG'S SEO MATURITY MAP Where are we now and where are we positioned to go from here?
- 28. Copyright©2018byTheBostonConsultingGroup,Inc.Allrightsreserved. BCG's SEO maturity as a marketing organization Emerging Foundational Scaling High- Performance Innovation 2016 • Education • Page Metadata and on-page SEO • Enterprise tool • Technical "must- haves" – HREFlangs – localizable metadata 2017 • Automated tracking/reporting • Competitive (SoV) • Pilots • Relationship building across the business 2018 • Grow search team • Local • Renewed technical focus • SEO an element of all content workflows • Site structure 2019-20 • Agile coordination with IT • Mobile first (we know we're late) • Expand local search capabilities 2021- • Voice • Partnerships • Testing embedded into processes
- 29. • Rather than two sets of agile topics, one combined set featured in both places • Buy in achieved • Cross functional collaboration • Read draft content • Assist editorial through all steps of content creation • Decision rights • Cross linking • Metadata • URL • What is the purpose of each page? Is it clear? • Enable tracking prior to publish • Share wins as stories, share credit with team (the more the merrier!) • Not about taking credit, but demonstrating value of search Discover Create Optimize Measure DCOM at BCG
- 30. Copyright©2018byTheBostonConsultingGroup,Inc.Allrightsreserved. MEASURE – DCOM Organic sessions on BCG.com (K) +70.0% 2016 +84.5% 2017 2018 (projected) Q 4 Q 3 Q 2 Q 1 0 Apr JunMay AugJulyJan Feb No. of Keywords ranked on page 1 Mar Sep DecNovOct Ranked on Pos. 2 - 5Ranked on Pos. > 5 Ranked on Pos. 1132% Increase in Keywords Ranked on Page 1 *Data: Jan – Dec 2017 (+132%) Total Page 1 Keywords (+59%) Ranked Pos. 1 (+71%) Ranked Pos. 2-5 (+148%) Ranked Pos. >5 85% YoY increase in Organic Sessions in 2017
- 31. MORE TIPS & TRICKS
- 32. • ROI • Leads • Traffic • Insight • Revenue • Exposure • Opportunities • Brand prestige • Displace competitors • Delight and retain customers Lead with the benefits – most relevant to your colleague HOW DO YOU GET OTHERS TO HELP WITH SEO?
- 33. • Monday o 15 minutes checking dashboards o 15 minutes identifying keywords o 30 minutes optimizing the site and build backlinks • Tuesday o 1 hour writing new content or managing content writers • Wednesday o 15 minutes optimizing the new content o 30 minutes running the SEO team meeting or evangelizing or training o 15 minutes filing tasks for others to do to improve SEO • Thursday o 30 minutes benchmarking competitors or reading SEO literature o 30 minutes meeting with BrightEdge CS Manager • Friday o 1 hour to apply to any area of DCOM as needed Created by Erik Newton, Head of SEO, BrightEdge SEO IN 5-HOUR/WEEK
- 34. Insights Reco Optimization Workflow CONTENT OPTIMIZATION ACTIVATATION Alt text Links Keywords Meta Schem a Site speed Header AMP Title SEARCH DATA CAN BE HEART OF MARKETING Optimized, high-performing content using search data as insights can fuel all marketing channel
- 35. SEO is manageable, either small or big teams Put the DCOM in your dotcom • Discover - identify keyword, content and technical gaps • Create new content • Optimize existing content + optimize technical capabilities of the site • Measure and celebrate your successes, iteratively KEY TAKEAWAYS
Notas del editor
- Speaker introduction Should I use an agency? How much will it cost? Can I use an outside writer? What is schema? Do I need to have a mobile site? Should be responsive. How much time does it cost to do SEO. Do I want to have Quick Answers? Do I lose traffic from QA? What does BrightEdge do? What’s your blog cadence – 2 per week We spend 10 hours… What does an SEO do, if they don’t have access to content producers? Influence, persuade… Brand guidelines with SEO check list on our website.
- When I train new BrightEdge employees in onboarding, I like to use this simple, small data, framework. That’s what BrightEdge calls winning the moments that matter.
- When I train new BrightEdge employees in onboarding, I like to use this simple, small data, framework. That’s what BrightEdge calls winning the moments that matter.
- Successful Migration from HTTP to HTTPS The website didn’t loss any traffic and Google crawl all the pages within a week. I used BrightEdge for the Migration – I crawled the site before and after - Helped me with redirections – Great Technical Support. Increase in Traffic and Revenue We have increase traffic in 140% We have increase revenue in 100% Content Creation From 0 blogs to 100 blogs with Infographics Acquisition of several Rich Snippets Content getting natural backlinks and social media engagement Content Audit Currently working on Topic Cluster
- Successful Migration from HTTP to HTTPS The website didn’t loss any traffic and Google crawl all the pages within a week. I used BrightEdge for the Migration – I crawled the site before and after - Helped me with redirections – Great Technical Support. Increase in Traffic and Revenue We have increase traffic in 140% We have increase revenue in 100% Content Creation From 0 blogs to 100 blogs with Infographics Acquisition of several Rich Snippets Content getting natural backlinks and social media engagement Content Audit Currently working on Topic Cluster
- When BCG relaunched their website bcg.com, website search was not utilized to its full potential. For instance most meta information was not used. Also, BCG’s main thought leadership content was not on bcg.com main website.
- Today, search has become the norm within BCG global marketing – not an afterthought, but incorporated into all stages of content creation. And in many cases. the central point for bcg global marketing. Throughout two years, instead of making pitches to editorial & IT, we are entrusted with recommended actions.
- This was the operating model unveiled by Alex Volk at Share 2015 – it helps leadership to understand where we are going – there is light at the end of the tunnel, which lends support & trust to the SEO manager who often times leads through influence, but without authority. 2016 Education Page Metadata and on-page SEO Enterprise tool Technical "must-haves" HREFlangs localizable metadata 2017 Automated tracking/reporting Competitive (SoV) Pilots Relationship building across the business 2018 Grow search team Local Renewed technical focus SEO an element of all content workflows Site structure 2019-20 Agile coordination with IT Mobile first (we know we're late) Expand local search capabilities 2021- Voice Partnerships Testing embedded into processes
- After Phil and team have accomplished many of the foundational programs in the past years, BCG is positioned to scale up the SEO programs by adding another FTE with SEO expertise already. The team is planning to hire someone to support all SEO project leaders. Assembling a global team. We are also planning to grow the team in the local markets – hybrid of enhancing existing capabilities & filling the technical or people gaps.
- In Discover: the main actions we took were inspecting competitors – what are the things they are talking about, while we are not. We scout for content areas that we can talk about. The main focus is: the business priorities that already exist, but we don’t have content yet.
- Btw, this data easily found from Data Cube, and ”# of keywords on page 1” is a metric that is easily understood and appreciated by leadership.