Upload
search-marketing-expo-smx
View
791
Download
1
Tags:
Embed Size (px)
Citation preview
March 3, 2015
BETTER TOGETHER: SEARCH+SOCIAL
Ellen White
Director, Organic Search (SEO) Team Detroit | Ford Motor Company
@EllenReathWhite
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
E L L E N W H I T E • Employer – Team Detroit • Client – Ford Motor Company • Search Marketing Specialist – SEO/SEM • Digital Analytics – Omniture
Ellen White is Director of Organic Search (SEO) for the Ford Motor Company. She excels at communicating in a plain, straightforward fashion the complexities of today’s emerging Search/Social environment. Committed to bringing rigor, discipline and standardization to the Search/Social trades. Tired of the egos. Ready for the next wave. Having sold all worldly goods, Ellen is living in a dilapidated cottage on a northern Michigan lake with her husband of 32 years (and lots of visitors). Her Motto: “Sink or swim, I’ll dive right in.”
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
The SEO team bubbles up recommendations based on analytics data • “There is a great deal of interest in [FILL IN THE BLANK], Our site is the best source of information
regarding this topic. But the way the site is designed blocks search engines from finding that information.” Recommendation • Help search engine crawlers find and understand content Implementation • Discovery Design Develop Deploy Post-Deployment • Research UXA & Copywriter Input Engineering Input QA Reporting + Additional Optimizations
How the Organic Search (SEO) team works within the agency
Insights, Recommendations & Implementation
-
100,000
200,000
300,000
400,000
500,000
600,000
Dec 2
014
Oct
20
14
Au
g 2
014
Jun
20
14
Ap
r 20
14
Fe
b 2
014
Dec 2
013
Oct
20
13
Au
g 2
013
Jun
20
13
Ap
r 20
13
Fe
b 2
013
Dec 2
012
Oct
20
12
Au
g 2
012
Jun
20
12
Ap
r 20
12
Fe
b 2
012
Dec 2
011
Oct
20
11
Au
g 2
011
Jun
20
11
Ap
r 20
11
Fe
b 2
011
Dec 2
010
Oct
20
10
Au
g 2
010
Jun
20
10
Ap
r 20
10
Fe
b 2
010
Dec 2
009
Oct
20
09
Au
g 2
009
Paid Visits from Search - Wired & Mobile Natural Visits from Search - Wired & Mobile
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
S e a r c h M a r ke t i n g .
There we were, Search Marketing professionals, finally established, sitting at anchor on calm waters.
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
S O C I A L M E D I A .
And suddenly our little sister hit the scene…and our parents were enamored.
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
Characterized by • Rivalry • Jockeying for position • Fear of showing our inadequacies
Dependence Independence Rugged Individualism Unique Expertise
Let’s Evolve. We are here.
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
Be Humble. Be Teachable.
Keep these five truths in mind. 1. No single person or team can master the
complexities in today’s Search/Social discipline
2. Your knowledge in no way diminishes me. 3. Sharing my knowledge in no way threatens
my place in this world. 4. Knowledge gaps are not intelligence gaps. 5. We are all capable of learning.
Dependence Independence Rugged Individualism Leveraging Unique Expertise
Let’s get here.
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
Better Together. Moving from rugged individualism to leveraging unique expertise.
Deadlines Fast Pace Constant Change = Profound Complexities
"The fox knows many things, but the hedgehog knows one big thing."
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
Feel Safe.
Ongoing & Continuous Change • Search algorithms • Social media sites & their influence Emerging • Vocabulary • Thought-leaders • Strategies • Tactics • Analytics • Goals & Objectives • Your knowledge & the knowledge of
others
E V E R Y T H I N G is emerging.
N O O N E is a complete expert
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
Ford.com
Consumer
Consumer Consumer
Standard Search Marketing Model Drive consumers to our platform from Google, Yahoo! And Bing.
How we did it • Content • Links • Site Architecture
Where we struggle • Content • Links • Site Architecture
Search vs Social Search.
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
Consumer
Ford Content
Ford Content
Ford Content
Ford Content
Social Media’s Distributed Content Model Meet consumers on their platforms.
How its being done. • Content • Links
Search vs Social Social.
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
Search vs Social
Search Strengths “We know exactly what we want
and how to get it.”
Social Strengths “We will come to you.”
Search Challenges “You must come to us.”
• Deep research on important terms • Strong knowledge of ranking factors • Success measured on one platform
• Quick insertion into the cultural conversation
• Ability to use common language
• Slow turnaround • Architecture & Design Roadblocks • Frequently restrained from using
common language
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
Create a R O A D M A P .
Create a Strategy.
Social can leverage the SEO team in the following ways: • Knowledge of linking • Keyword research data
SEO can leverage the Social team in the following ways: • Ability to deploy content
when brand site content is thin, non-existent or unable to be reached by search engine crawlers
Work together to craft a linking strategy and a
content calendar
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
Establish B R A N D .
Tactics.
What is your brand’s theme? For what topics do you want your brand to show up? Where online should your brand show up? Extend branding to all • Copy (posts/tweets) • Images • Videos
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
D e t e r m i n e V O I C E a n d C A D E N C E .
Tactics.
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
Be LIKEABLE. Tactics.
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
Navigation can get T R I C K Y .
Tactics.
searchmarketingexpo.com
@EllenReathWhite #SMX #31E
Refine your R O A D M A P .
Get Your B E A R I N G S . Refine the Strategy.
searchmarketingexpo.com
@EllenReathWhite #SMX #31E