Dating Tips to Maximize the Brand/Agency Relationship
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Dating Tips to Maximize the Brand/Agency Relationship
Sharon Conner@anemptyroadSearch Marketing StrategistChad Gingrich@chadgingrichSr. SEO Manager
#SMX #XX@anemptyroad@chadgingrichSharonIn-house SEO since 2009 for eCommerce retail and software brandsLeads technical SEO, keyword governance and CRO for Autodesk worldwideChadSeer Digital agency in Philadelphia & San DiegoChads been working in the agency since 2012, prior to that SEO for very small businesses & own sitesWere hiring!
Autodesk makes software for people who make things.
Image courtesy of BAC Ltd./Charlie Magee
#SMX #XX@anemptyroad@chadgingrichAutodesk makes make software for people who make things. If youve ever driven a high-performance car, admired a towering skyscraper, used a smartphone, or watched a great film or played an immersive video game, chances are youve experienced what millions of Autodesk customers are doing with our software.
Learning from Past ExperienceEVERYONE HAS A CRAZY EX
#SMX #XX@anemptyroad@chadgingrichSHARON: Prior agency thoughtsHave worked only in-house, but have worked with several agencies for SEO, SEM and Display. Have had some good experiences and bad experiences and have had good experiences go bad. Working with Seer has been a great experience.
CHAD: Client types & setups that havent workedSpeaking to the wrong stakeholderNot setting clear measurable expectations or KPIs up frontThink they know what they want but are looking for pure execution vs. strategic partners (leads into next slide well)
KNOW YOUR TYPE TO FIND THE RIGHT MATCH
#SMX #XX@anemptyroad@chadgingrichCHAD: Get outside of micro-managing scope and solve problems
SHARON: Leverage your agency beyond just checkbox SEOStart with a problem and leverage your agency to find a solutionEx: Sometimes our needs arent necessarily measurable by KPIs, we usually need help most in scaling our solutions. Seer helps us with ad hoc training, SOWs with internal teams we cant prioritize, building our new processes4
Leverage the Respective Strengths of Both TeamsOPPOSITES ATTRACT
#SMX #XX@anemptyroad@chadgingrichSHARON: Knowing and leveraging the strength of both teamsAgency exposure to multiple clients/industriesIn any SEO scenario, always be asking your agency what they did with other clients. Keep challenging them on this. This is the fee for admission.
CHAD: Starting with the need makes it easier to know what skills to offer up to brand where applicable or knowing who to pull in from the larger teamSharing what you know and tying it backLearn from brand needs to grow service offerings and processes internally for agencyEx: Crisis Management Plan
Example: Crisis Management Plan
#SMX #XX@anemptyroad@chadgingrichChad: Crisis Management plan exampleGathered internal scattered knowledgeCompiled for Autodesk but also created a process/document internally that other team members can leverage6
IF YOU THINK YOURE RIGHT, YOURE WRONG
CHAD: Dont be afraid to say I dont know but heres what Im going to do to get an answerCourt Sense & Pivot StrategyDifferent perspectiveCADManager example (execution to teaching)
SHARONLeave Egos at the DoorAmazon not knowing how search worked on Amazon. Also didnt want to delegate work
HONESTY IS THE BEST POLICY
#SMX #XX@anemptyroad@chadgingrichCHADBe real/Open & honestAlways be asking questionsDisarm potential conflict by raising early flagsThis is why its so important to be working towards goals vs. checkbox SEO, setting measurable targets helps you know early when you need to pivot a strategy
KEEP YOUR PRIORITIES IN ORDER
#SMX #XX@anemptyroad@chadgingrichCHAD: Agency respect brands time and present high impact items prioritized for the client
SHARON: Brand help agency prioritizeFire drills can bump every project down, dont only communicate what should come first, but what can come last.9
DONT BE AFRAID TO AIR DIRTY LAUNDRY
#SMX #XX@anemptyroad@chadgingrichSHARON: Give post-project feedbackSometimes its not always metric based, give example of Seer work with Fusion 360 and how they enjoyed the final training session on on-page optimization and link outreachCommunicate everythingEnsure agency understands web publishing and development processesFusion 360 project, didnt explain to Seer that touching content on certain pages Involves a lot of teams and has to be prioritized
Image courtesy of Orange County Choppers
Image courtesy of Under Armour
#SMX #XX@anemptyroad@chadgingrichSHARON - Two examples of products created with Fusion 360:Orange County Choppersof the hit TV show, American Chopper-- is pushing the boundaries of technology and craftsmanship with its custom motorcycles. The team used Fusion 360 to design and manufacture their latest all-electric motorcycle, the Volta, then 3D printed the front fairing (shell placed over the frame) at Autodesks Pier 9 workshop.Under Armour used a combination of generative design and 3D printing to make its first 3D printed performance trainer. Autodesk software was critical to the team at Under Armour achieving some of the key goals for the shoe. Notably, Autodesk Within was used to generatively design the lattice midsole for a stable heel structure with the appropriate elements of cushioning for strength training. Autodesk Fusion 360 software was also integral to the shoes concept development and refinement. The result: the first commercially available 3D printed performance trainer.11
Scaling Successful StrategiesIT TAKES TWO TO TANGO
#SMX #XX@anemptyroad@chadgingrichCHAD - Scalable strategies to address more problemsTalks about scalable strategies to mention how we scale in-house with sending internal partners to Seer.12
Example: Shortcut Keys
#SMX #XX@anemptyroad@chadgingrichCHAD: Shortcut Key StrategySaw success with AutoCADBuild out for other products, replicating the process13
WEATHER THE STORM TOGETHER
#SMX #XX@anemptyroad@chadgingrichCHADView the agency as an extension of the clients teamAgency as mediator when experience internal roadblocks with other teams Office Supply PR Team Example
SHARONLeverage to grow internal buy-inVery necessary for large brandsSchema.org example (next slide)
Example: Structured Data Test
#SMX #XX@anemptyroad@chadgingrichSharon: eCommerce schema implementationWe had waited quite a while to get into a development sprint, when we were finally added, internal team resources were spread thin. Leveraged Seer to create an implementation guide for devs as well as to help QA the implementation before launching the pilot.
ALWAYS HAVE EACH OTHERS BACKS
#SMX #XX@anemptyroad@chadgingrichSHARONGet a second opinion, especially for technical SEOhreflang xml sitemap implementation, HTTPs, etc and getting teams onto SOWs directly with Seer for technical SEO consult32 HREFLANG sitemapsDelcom acquisition millions of backlinks
CHAD:Always help the brand look good internally
THERE ARE PLENTY OF FISH IN THE SEA
#SMX #XX@anemptyroad@chadgingrichCHAD - If it doesnt work out dont be afraid to say soKnow why something didnt work and figure out what learnings you can apply moving forwardBrand Might be better defining what youre looking for or communicating goalsAgency Better showing value or learning where you went wrong strategically17
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