4. @SimonHeseltine
Time in industry:
Why am I here?
Time in industry: >12-1/2 years
Agency Experience: 2 years
In-House Experience: 10-1/2 years
September 2008
12. @SimonHeseltine
In House SEO Training Q’s
• Who to train?
• What do they need to know?
• Delivery mechanisms?
• How to observe training
effectiveness?
• Retraining timeline?
15. Organizational Structure?
• Embedded
• The SEO team member works directly within the team as a regular
member of that team, reporting to the team manager
• Matrixed
• The SEO team member works directly within the team as a regular
member of that team, reporting into the SEO organization
• Internal Consultancy
• There are no team members dedicated to a particular site, instead
they work on requests on a needs basis
16. @SimonHeseltine
Team Structures
• Regionally diverse
• Distributed team
• Matrixed structure
• 135 sites
• Team of 10
• No agencies
• Globally diverse
• Remote team
• Centralized structure
• 1 global site
• Team of 2
• Multiple agencies
• Globally diverse
• Remote team
• Centralized structure
• 25 sites
• Team of 2
• No agencies
18. @SimonHeseltine
Our Marketing Goals
Attract
Goal: Targeting
renters w/o a
particular brand
search in mind
Engage
Goal: We’ve got the
prospect interested in
our brand, now get
them to more content
that will answer their
questions and provide
them the best fit
apartments
Convert
Goal: As the prospect
digs deeper, present
them with the
opportunity to convert
to whatever action we
want
20. @SimonHeseltine
2015 - Optimize
• Identify the objectives and how PPC can deliver
• Capitalize on quick wins
• Identify future opportunities
2016 - Maximize
• Take 2015 insights and run with them
• Completely align the accounts with objectives
• Cross team collaboration / alignment
2017 – Sophisticate
• Automated strategies
• Leverage audience data to efficiently target converters
• Layer external data for better insights / smarter decisions
2015 - Optimize
• Identify the objectives and how PPC can deliver
• Capitalize on quick wins
• Identify future opportunities
2015 - Optimize
• Identify the objectives and how PPC can deliver
• Capitalize on quick wins
• Identify future opportunities
2016 - Maximize
• Take 2015 insights and run with them
• Completely align the accounts with objectives
• Cross team collaboration / alignment
Paid Search
Strategy
23. @SimonHeseltine
SEO
Delivering for the User
What Questions are people asking?
- Cost of living
- Culture
- Jobs & employment
- Sports
- Universities
- Things to see and do
- Neighborhood information
- Local cities