Challenges of Big Brand SEO and Finding the Right Partners for Success
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Challenges of Big Brand SEO and Finding the Right Partners for Success
- 1. THE CHALLENGES OF Search marketing For big brands & picking the right partners for success Interactive Minds | Brisbane | 05 Oct2011 Richard Greenwood | SEO Manager | Flight Centre t: @expressseo 01 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 2. Search Marketing at flight centre 02 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 3. Our brands Our core search team manages SEO and SEM for three of Flight Centre Ltds largest retail brands. Flight Centre Escape travel Studentflights 03 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 4. MeetThe Search Team Our search team has separate specialists for both SEO and SEM and feeds into senior management and site managers for each brand . Jordan payne Richard greenwood DAVID TAIT Online execs FC: Fran Curro ET: Michelle Bianchi SF: Dan Shaw Online Marketing Manager SEO Manager SEM Manager 04 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 6. Manage relationships with SEO agencies and link builders
- 7. Provide input on improvements on site architecture, coding, content and design.
- 8. Reporting to management and other business areas
- 10. Reporting to management and other business areas
- 11. Input on ad creative and account structure to improve QS/QI
- 12. Managing creation of landing pages
- 13. Management of budgets across a portfolio of accounts
- 14. Analysis of marketing activity to improve ROI
- 15. Manage relationship with SEM agencies05 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 16. Setting the scene 06 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 18. Search should be an integral part of your entire marketing mix.
- 19. Keep search in mind throughout the business
- 20. e.g. If you sponsor an event, ask for link.
- 21. Starting with search in mind – Better results when thinking of search from the start of any new web project than trying to fix things up afterwards.} { Search should Not be an afterthought 07 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 23. What worked a few years ago might not work now – e.g. meta keywords
- 25. Don’t rely on outdated knowledge
- 26. Don’t assume others will already know . e.g. developers
- 27. In house experience critical to drive projects and keep your agency to task.
- 28. Be prepared to change the way you do thingsA few blogs to follow.. econsultancy.com seomoz.org searchengineland.com 08 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 29. The changing face Of Search 09 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 30. { Google panda really changes The way a lot of us Need to approach Seo forever Rand fishkin - seomoz } 10 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 31. Panda meetsflight centre Impacts of Panda and preparing for further waves Thin content Tens of thousands of pages of thin content on product pages, legacy content and strategies. Duplicate content Content duplicatedacross brands and othersuppliers. Legacy site issues Content on multiple systems causingmessy site architecture and crawl errors. 11 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 32. Lookingahead Customisedresults Traditionaladsacross top and side plus ten standard organicresultsbecominglesscommon. Google flights Huge impact on travelsector. Similarthingsrolling out in other competitive industries. Social drivensearch Social signalsinfluencingsearchresults and changing how people findwhattheywant and need. Mobile search Google takingintoaccount mobile accessibility plus impact of apps. 12 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 33. Life on the inside 13 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 34. Pros and cons of big brand search A big brand name and organisation lends some advantages to search marketing but also presents many challenges in keeping up with smaller, nimbler online only competitors. cons Pros oftencompetitiveindustry In house resources Complexorg structure Bigger budgets Hard to benimble expertise Manyplatforms & systems Brand strength Conflictinginterests Google Account managers Legacy content BUreaucratICprocesses 14 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 35. How we’vetackledthese issues And how you can too.. Project management Knowledge sharing Sharedproject management toolssuch as Basecamp and JIRA for trackingtasks. Twowayknowledge sharing amongother teams and to senior management. Increasedresources Consolidatesystems Moving content awayfromlegacysystems. For example, movingmost content onto a single CMS. Allocatedadditional budgets for content creation, development and link building. Site ownership Seofrom the start SEO no longer treated as an afterthought. Feedback providedfrom the start for new site sections and redevlopment in the works. Currentlyhiring a webmaster whowillbe beresponsible for site issues such as crawl errorsfound in Google Webmaster Tools. 15 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 36. Tips for Picking Your NExt Search agency 16 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 38. Do they delivery what was promised?
- 39. Ensure transparency is maintained.
- 40. Don’t let yourself be forgotten once the honeymoon period ends.
- 41. Experience
- 42. Resources
- 43. Technology
- 44. Reporting
- 45. Inclusions
- 46. Transparency (it’s not magic)
- 47. Client Retention
- 48. Client Case Studies
- 49. Agencies own results
- 50. Value / ROI
- 51. Terms of contract - include a get out clause
- 52. Set expectations and service standards
- 53. Establish key contacts17 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 54. A few pitfalls To avoid 18 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 55. The Cookie cutter won’tcutit Picking your own package is often ineffective for client and agency Premium Basic Regular 5 Keywords 10 Keywords 20 Keywords CompetitorAnalysis 2 HoursConsultancy 5 HoursConsultancy Analytics Setup Directory Submissions Monthly Report Monthly Report Monthly Report Account Manager 29995 39995 $ $ 49995 $ mo. mo. mo. Buy Buy Buy 19 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 57. Can push focus onto secondary terms so agency meets terms of guarantee rather than focusing on the harder to achieve high traffic terms.20 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 58. Stay in control Make sure you own your key accounts rather than your agency to avoid being trapped or losing vital data if you ever change providers. examples Google analyticsaccount Google webmaster toolsaccount Google adwordsaccount Equivalents for othersearchengines 21 Search Challenges| Richard Greenwood | @expressseo| 05/10/2011
- 59. Thank You For LIstENING ANY Questions? Slidedeckavailable via Slidesharelink via Twitter @expressseo Richard Greenwood | Follow me: @expressseo
Editor's Notes
- Flight Centre is the largest travel agency in Australia with over 600 stores. Escape Travel has over 100 additional stores.
- Searchisstill the mostpopularway for users to find a website (on average)accounts for more than direct, email or social referals (for most sites).
- Starting with search in mind – Better results when thinking of search from the start of any new web project than trying to fix things up afterwards. Can ensure good structure and design for well optimised pages that will be good for SEO and as high quality SEM landing pages.
- Keeping up date with algorithm updates and new factors impacting search.
- Bigger doesn’t mean better. Try to be lean and nimble with a focus on quality and user experience. Always put the user first. Google making these changes for a reason and the focus is all about quality. Generally speaking, SEO and providing great content and pages that customers will enjoy and will convert well are now all in line. Good opportunity to improve your site and be deserving of high rankings.
- Check out Youtubevideo on Google Flights: http://www.youtube.com/watch?v=OC2bUYVkjrY
- Focus is on quality, user experience and conversion. Creating a smaller, higher quality site with content that is share worthy. Still in development and will take time to roll out in phases.
- 3 mains steps are research, select, manage
- Check experience of agency in terms of the staff doing the work and experience with other clients.
- Owning your Google Adwords account may not always be possible but always ensure you have full access. No reason an agency should ever insist on owning the Analytics and Webmaster accounts – just insist they use your accounts.
- If you have any questions after reviewing this on Slidedeck – just tweet me.