From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Taking The Brand/Agency Partnership To The Next Level. PRESENTATION: Empowering the Agency Stakeholder - Given by Bill Hunt/Cindy Yerkie. #SMX #24A

1. #SMX #24A @cayseo @billhunt
Empowering the Agency Stakeholder
Taking the
Brand/Agency
Partnership to the
Next Level

2. #SMX #24A @cayseo @billhunt
Empowering the Agency Stakeholder
Taking the
Brand/Agency
Partnership to the
Next Level

3. #SMX #24A @cayseo @billhunt
Expand size of team
Leverage Agency knowledge & experience
Leverage Agency tools
Changes are accepted from 3rd party sources
Someone to blame when things go wrong
Why use agencies?

4. #SMX #24A @cayseo @billhunt
Only 2 on HPE SEO Team
Covering 45 countries with 10 languages
Leverage agency/consultant experience to scale globally
Implemented compliance tools not just for SEO but for full site
enforcement
Team Expansion Value

5. #SMX #24A @cayseo @billhunt
Previous agencies were cookie cutter and lacked enterprise scale
experience
Current agency is hands on, scale focused, and understands our
business, culture, product set and competitors.
Consultant used to vet difference and manage big picture
Currently leverage the collective experiences for maximum value
Agency Timeline

6. #SMX #24A @cayseo @billhunt
Current Search Structure
In-HouseTeam Search Agencies Global Consultant
Manage Search Strategy
Prioritize Resources
Enforce Best Practice
Compliance
Stakeholder Education
Agency Management
Execute Search Strategy
Day to Day
Improvements
Scaling in Business Units
Performance
Monitoring/Management
Content Effectiveness
Global Search Strategy
Trusted Advocate
Special Project Focused
HolisticView & Course
Correction
Specialized Enterprise
Tools

7. #SMX #24A @cayseo @billhunt
Maintained program continuity and knowledge
Enables “ad hoc” projects
Leverage collective experiences and challenges from similar
companies
Advantages of Consultant Pillar

8. #SMX #24A @cayseo @billhunt
Multi-party team ensured jargon-free materials vetted from
different views and adapted to HP then HPE
Identified workflow challenges and process gaps that resulted in
scale and increased efficiency
Materials still used today and were critical in enforcing the HPE
split and content migration process
Collaborative Training Materials

9. #SMX #24A @cayseo @billhunt
Prep prior to migration reduced challenges and negative impact on
SEO
Tools and process for large scale migration not available by typical
agency
Not a perfect migration but collaboration and experience ensured
no key steps were missed
HPI to HPE Migration

10. #SMX #24A @cayseo @billhunt
Created workflow to identify opportunities for increased leads and
sales
Focused on actions that show impact
High Ranking Low Click Keywords
PLP Monitoring
High CPC No Organic Rank
HREFLang to ensure correct market pages
Move to Demand Gen/Data Driven SEO

11. #SMX #24A @cayseo @billhunt
Identified missed opportunities for exposure due to cannibalization,
lack of ranking, mixed messages and irrelevant snippets
Consultant is “Neutral Party” between PPC and SEO Agency
DataPrizm acts as natural “Chinese Wall” between agencies
Consultant focused on big picture while agencies & In-house team
focused on implementation
PPC/SEO Co-Optimization

12. #SMX #24A @cayseo @billhunt
Deep technical problems identified with site load balancing and
created implementation plan benefiting SEO and IT
Develop countermeasures to expected outcomes to minimize
damage
Resolve Complex Problems

13. #SMX #24A @cayseo @billhunt
Develop unique business case for keeping redirects and identified
mission critical redirects
Agency identified most valuable links to update and negative
impact if not correctly redirected
Developed “Redirect Traffic Impact” model to support redirects
What is the Value of a 301?

14. #SMX #24A @cayseo @billhunt
Business Value of Individual SEO Efforts
Crisis Management and Technical Challenges
Content Management System Migrations
Asset alignment and importing into new systems
Non-Traditional SEO Requirements

15. #SMX #24A @cayseo @billhunt
Find the Agency/Partner mix that works best for you
Leverage & trust partner knowledge to move search forward
Change does not happen overnight
Enforce data sharing between all parties
Closing Tips & Recommendations

16. #SMX #24A @cayseo @billhunt
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THANK YOU!
SEE YOU AT THE NEXT #SMX