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SCALING SEO WITHIN AN AGENCY
BY RICHARD CHAVEZ, VICE PRESIDENT OF SEO
SEPTEMBER 26, 2013
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Copyright © 2013 PM Digital.
All rights reserved. This information is deemed PROPRIETARY
and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
Creating a SEO practice in an already 20-year established agency was the
biggest challenge of my career. Creating a practice that is competitive,
profitable and scalable is the holy-grail. With limited resources this took a lot of
planning, trial-and-error, time and patience.
About PM Digital
About Me
Creating a SEO Practice in an Established Agency
• Benefit to the Agency
• Challenges
Journey to Success
• Understanding Strengths and Weaknesses
• Initial Success and More Investment
• More Success / Greater Recognition / Integration / Further Advancement
• Continuum of Development and Improvement
Case Studies
OVERVIEW
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
ABOUT PM DIGITAL
Digital Agency servicing clients in
retail, financial services, non-profit, CPG
and more
Primary service offerings:
SEO, SEM, Display, Email
Marketing, Social Media and Creative
Clients include The North
Face, Kirkland’s, Steve Madden, Burt’s
Bees, Cricket Wireless and many more
8 clients in the Internet Retailer Top 100
Based in New York with offices in
Scottsdale, AZ, Minneapolis, San
Francisco and Columbia, SC
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
ABOUT ME
Vice President of SEO at PM Digital
14 years of SEO experience (client side
and agency side)
Cloaking to Today’s Best Practices
World Traveler
Visited over 20 countries and speak
four languages
Rockin’ Guitar Player
Shared the stage with Kenny Wayne
Shepherd, Robin Trower, Big Head
Todd and Blackberry Smoke
I’m also the “nerd” that wrote the
very first SEO rock song
“Bot, Bot, Bot Let Me Show You
What I Got” in 2006
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All rights reserved. This information is deemed PROPRIETARY
and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
Creating a SEO
Practice in an
Established Agency
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
SEO can be a very valuable revenue stream for
agencies and enables them to deepen client
relationships
SEO on average drives 30% of total client site
traffic1
Investment in SEO continues to grow and at a
faster pace than SEM and other channels
With 85% of Search Engine Result Page
(SERP) real estate allocated for natural search2,
SEO is a very powerful channel that cannot be
ignored
BENEFIT TO THE AGENCY
1. Avg. SEO contribution to total site traffic, PM Digital Study
2. Comscore
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
CHALLENGES
Sounds like a “no-brainer” – right? Wrong!
Agency and a lot of SEO talent was in NY
I was in Scottsdale, AZ
This significant and new investment
brought-on a lot of pressure to show ROI
and prove the model for the agency
Other divisions (ex. SEM) had established
client budgets, resources and trust
I inherited a mess of dated deliverables
(SEO products) and few resources (one
employee and free SEO tools)
These limitations took a lot of planning, trial-
and-error, time and patience to persevere
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
Journey to Success
9. 9
Copyright © 2013 PM Digital.
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
JOURNEY TO SUCCESS
How PM Digital grew a thriving SEO practice and more importantly, the steps
taken to financially sustainability and scalability.
Understanding
Strengths &
Weaknesses
Initial Success
& More
Investment
More Success /
Greater
Recognition /
Integration /
Further
Advancement
Continuum of
Development &
Improvement
10. 10
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
Understanding Strengths and Weaknesses
Strengths
• Enthusiastic team
• Current staff adapted quickly to new direction
• Support from Sr. management
• New product & pricing
• Created products based on real client need and competitor
weaknesses
• Overhauled several SEO products (tech, optimization, reporting, link
building, etc.) to add greater value
• Developed retainer model (very common with client renewals – sign of
client trust)
Understanding
Strengths &
Weaknesses
Initial Success &
More Investment
More Success /
Greater
Recognition /
Integration / Further
Advancement
Continuum of
Development &
Improvement
11. 11
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
Understanding Strengths and Weaknesses
Weaknesses
• Created all client strategy, new bus pitches
• Executed and presented all advanced deliverables
• Used free tools and excel for all reporting
• 40 hrs./month minimum on reporting
• Silos within the agency
In the Weeds
Understanding
Strengths &
Weaknesses
Initial Success &
More Investment
More Success /
Greater
Recognition /
Integration / Further
Advancement
Continuum of
Development &
Improvement
12. 12
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
INITIAL SUCCESS & MORE INVESTMENT
Hired experienced Biz Dev Support
Won new accounts and grew existing accounts
• Thorough client review during pitch and renewal with biz dev
Recruited experienced talent, some from out of geo area
• Hired a manager to handle day-to-day activities
• Developed team structure and career path
Invested in team training and education programs (SEMPO, team training[
account management, innovation/knowledge transfer])
• Team’s overall SEO expertise grew
– Promoted strong performers
• Requiring less of my time on client work
Analyst
Strategist
Sr.
Strategist
Manager
Director
Understanding
Strengths &
Weaknesses
Initial Success &
More Investment
More Success /
Greater
Recognition /
Integration /
Further
Advancement
Continuum of
Development &
Improvement
13. 13
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
INITIAL SUCCESS & MORE INVESTMENT
Invested in SEO analytics/reporting
technology (SEO Clarity)
• 400% increase in productivity with
reporting/analytics
• Agency partner contributing to product
roadmap to fit agency model
– Automated SEO reporting
Time is spent on analysis and
insights vs. producing charts
– Client dashboards
– Blended reporting: partner with SEM
(secured increase in client SEM spend)
Shared success upstream (sr. mgmt.)
Moved to bigger office
• Now in third office space due to constant
growth
Understanding
Strengths &
Weaknesses
Initial Success &
More Investment
More Success /
Greater
Recognition /
Integration /
Further
Advancement
Continuum of
Development &
Improvement
14. 14
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
INITIAL SUCCESS & MORE INVESTMENT
Understanding
Strengths &
Weaknesses
Initial Success &
More Investment
More Success /
Greater
Recognition /
Integration /
Further
Advancement
Continuum of
Development &
Improvement
SEO’s Contribution
to Total Site
Performance
Automated SEO KPI
Reporting
Automated SEO /
SEM Blended
Reporting
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
MORE SUCCESS / GREATER RECOGNITION /
INTEGRATION / FURTHER ADVANCEMENT
Won several new accounts and grew/retained existing accounts
• Agency/SEO became competitive with bigger agencies
– Won several RFPs against competitors
Developed New / Advanced SEO Products and Client Strategy
• Local SEO
• Search Behavior Research
– Search Informed Strategies
Taxonomy
Content marketing
– SEO/SEM/Social Collaboration & Action Items
• Cross-Channel Reporting (greater collaboration)
– SEO / SEM (ecommerce and lead-gen)
– SEO / PLA
• SEO as a Multi-Channel Hub
– In-market campaigns influence online behavior (top down)
– Search-Informed Strategy
Growth & Success is recognized throughout the agency
Understanding
Strengths &
Weaknesses
Initial Success
& More
Investment
More Success /
Greater
Recognition /
Integration /
Further
Advancement
Continuum of
Development &
Improvement
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Copyright © 2013 PM Digital.
All rights reserved. This information is deemed PROPRIETARY
and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
MORE SUCCESS / GREATER RECOGNITION /
INTEGRATION / FURTHER ADVANCEMENT
Understanding
Strengths &
Weaknesses
Initial Success
& More
Investment
More Success /
Greater
Recognition /
Integration /
Further
Advancement
Continuum of
Development &
Improvement
Blue = thermoball
Red = better than naked
Source: Growth in search demand, Google Insights
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
MORE SUCCESS / GREATER RECOGNITION /
INTEGRATION / FURTHER ADVANCEMENT
Continued team investment
Acquired competing agency
• Integrated SEO team and accounts
• Increased staff in NY and AZ
• Continued to promote strong performers (AZ and NY)
Launched Account Management Team
• Reduces communication issues from previous silos
• Enables SEO team to focus on SEO work (fewer hats)
– Team focuses on core competencies
Continued investment with SEO Clarity
• More advanced SEO reporting and client insights
– Term Not Provided
– Share of Voice Rankings
– Forecasting Model
– Industry Performance Benchmarks (retail)
– Data analysis for industry insights
• Advance SEO products and selling capabilities
– Local, Schema
Understanding
Strengths &
Weaknesses
Initial Success
& More
Investment
More Success /
Greater
Recognition /
Integration /
Further
Advancement
Continuum of
Development &
Improvement
18. 18
Copyright © 2013 PM Digital.
All rights reserved. This information is deemed PROPRIETARY
and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
MORE SUCCESS / GREATER RECOGNITION /
INTEGRATION / FURTHER ADVANCEMENT
Understanding
Strengths &
Weaknesses
Initial Success
& More
Investment
More Success /
Greater
Recognition /
Integration /
Further
Advancement
Continuum of
Development &
Improvement
1. % of natural search traffic by page one rank (top PMD client trafficked sites, June 2013)
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
CONTINUUM OF DEVELOPMENT & IMPROVEMENT
Reporting and analytics continue to evolve
• Based on current and future client needs
• Based on perpetual changes in SEO
• Continued efficiencies (increased productivity)
– Site clarity
– Share of Voice
– Integration of 3rd party data (GWT, Majestic,
Moz)
Requires team to use fewer tools
SEO product offering continues to expand and
evolve
• Innovation of current products with regular
review (reality check)
• Develop new products, business intelligence
and thought leadership
Understanding
Strengths &
Weaknesses
Initial Success &
More Investment
More Success /
Greater
Recognition /
Integration /
Further
Advancement
Continuum of
Development &
Improvement
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
CONTINUUM OF DEVELOPMENT & IMPROVEMENT
Business model and processes are evangelized throughout the agency
• Measured growth, profitability, workflow
• Established hiring model
• Process is integrated/replicated in other channels
• SEO is now the fastest growing division within PM Digital
• PM Digital is now becoming a SEO employment destination
– Growth path is readily available for strong performers
Over 2/3 of SEO team has been promoted in less than three years
Understanding
Strengths &
Weaknesses
Initial Success & More
Investment
More Success /
Greater Recognition /
Integration / Further
Advancement
Continuum of
Development &
Improvement
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
KEY TAKEAWAYS
Share successes when they occur
Reinvest success early-on to create greater efficiencies for the future:
• Staff
• Technology
Recognize and reward team contribution
• Success alone is not sustainable
Partner with other channels and make them aware of the benefit to
them (WIIFM)
• Helps reduce silos
• Deepens client relationships
• Access to valuable data
Be humble
• There is always something to learn
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
CASE STUDY
Challenge:
A PM Digital Search Behavior Study of non-branded western wear revealed
that the SEM campaign only had coverage for 2% of the terms analyzed in
the study
With little SEM support, the SEO performance of these terms was low even
though rankings were strong
Client competitors received a lot of traffic from these terms
Solution:
New SEM non-brand campaigns and increased spend (yearly budget was
already sealed, but client did approve additional spend)
Results:
The increased coverage and spend led to a 25% increase in competitive
SEM clicks in Q4 2012
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
CASE STUDY
Challenge:
Bedding retailer carried multiple brands and had
strong sales and rankings for the brands at the carried
While the SEO success was strong, it was limited to
top and bottom levels of the sales funnel
Blended SEO/SEM data showed strong SEM traffic
and high consumer search demand, but low
conversions for mid-tier searches (sub-category /
brand + product type), content did not exist
Solution:
PM Digital created sub-category pages at the
Narrowing Stage for three top-selling brands
• Pages went live in early October 2012
Results:
SEO orders increase: Q4 YOY: 32%
SEO revenue increase: Q4 YOY: 27%
General Interest
(bedding)
Investigational
(brand + bedding)
Narrowing
(brand +
product
type (fitted
sheet)
Conversion
(brand +
product
name
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and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited.
THANK YOU!
Richard Chavez
Vice President, SEO
PM Digital
212-851-8681
rchavez@pmdigital.com
www.pmdigital.com
Blog: http://blog.pmdigital.com/
Twitter:
@PMDigital
@richardachavez