Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht
-
Upload
search-marketing-expo-smx -
Category
Business
-
view
571 -
download
1
description
Transcript of Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht
![Page 1: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/1.jpg)
@aknecht
In-house SEO & Social Media
How to Work Together?
Why Bring The Teams Together?
Alan K’necht
![Page 2: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/2.jpg)
@aknecht
About Me
• Working with the Internet since 1994
• Also been a:
– Web developer
– Analyst
– SEO/Social Media
• Teach Digital Analytics for USF Online
• Published 1st book in 2010
![Page 3: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/3.jpg)
@aknecht
About DAM
• Provide: SEO, Social & Analytics
Services, Training & Consulting
![Page 4: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/4.jpg)
@aknecht
In The Beginning!
![Page 5: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/5.jpg)
@aknecht
In The Beginning!
• 1st instinct of humans was Search
– We had to search for food
![Page 6: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/6.jpg)
@aknecht
In The Beginning!
• 1st instinct of humans was Search
– we had to search for food
• 2nd instinct of humans was Social
– we needed to procreate
![Page 7: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/7.jpg)
@aknecht
In The Beginning!
• 1st instinct of humans was Search
– we had to search for food
• 2nd instinct of humans was Social
– we needed to procreate
• Combing Search & Social ensured survival
![Page 8: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/8.jpg)
@aknecht
In The Beginning!
• 1st instinct of humans was Search
– we had to search for food
• 2nd instinct of humans was Social
– we needed to procreate
• Combing Search & Social ensured survival
• The same evolution has come to business
– Most business created an unnatural structure
![Page 9: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/9.jpg)
@aknecht
Typical Business Organization
VP Marketing
![Page 10: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/10.jpg)
@aknecht
Typical Business Organization
VP Marketing
Dir Online
Marketing
Dir Other
Marketing
![Page 11: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/11.jpg)
@aknecht
Typical Business Organization
VP Marketing
Dir Online
Marketing
Dir Other
Marketing
Paid Search SEO Social
![Page 12: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/12.jpg)
@aknecht
How SEO vs. Social is Viewed
![Page 13: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/13.jpg)
@aknecht
How SEO vs. Social is Viewed
![Page 14: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/14.jpg)
@aknecht
How SEO vs. Social is Viewed
SEO’s focus is words on the
page to drive actions
Social’s focus is communication via
words to drive actions
![Page 15: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/15.jpg)
@aknecht
If you Don’t Combine!
• Like trying create a spark with a flint &
rock but not letting them touch!
![Page 16: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/16.jpg)
@aknecht
When Not Combined
• Silos make it difficult to communicate
• Can't have relationships without formal
communication
• Conflicting strategies can negatively
impact ROI (conflicting MBO)
![Page 17: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/17.jpg)
@aknecht
Separation Creates Formality
• Each team has:
– Different objectives
– Different goals
– Different ways of measuring success
• Formality creates:
– Scheduling of regular formal meetings
– Distrust (competing goals & objectives)
![Page 18: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/18.jpg)
@aknecht
When SEO vs. Social Combine
One cohesive strategy for maximum impact & ROI
![Page 19: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/19.jpg)
@aknecht
When Combined
• Unified team has:
– Common objectives
– Common goals
– On way of measuring success
• Informality creates:
– Less meetings & more informal discussions
– Trust (understanding of each other’s hurdles)
![Page 20: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/20.jpg)
@aknecht
How to Bring Them Together
• Cross Training
– Formal or Informal sessions
• Shadowing for 2-3 days
• Unified publishing & social schedule
• Establish dependencies
– Common goals & success measurements
![Page 21: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/21.jpg)
@aknecht
Intra-Team Interactions
• Have Social share with Search:
– Common terms used in social engagement
– Industry related topics being talked about
• Have Search share with Social:
– Keywords that convert well for social to
use in online conversations (conversation
influencing)
![Page 22: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/22.jpg)
@aknecht
Intra-Team Interactions
• Avoid conflicts by:
– Shared content amplification goal:
• What is the push
• When
• Where to it point all back to
– Remind everyone:
• It's all marketing with one common objective
“Improve sales & hence ROI for the company”
![Page 23: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/23.jpg)
@aknecht
SEO and SM are often like
R2D2 and C3PO making
their way through the
desert. Need to work as a
team with common goals
Reuben Yau @ReubenYau
Via #SocialChat
![Page 24: Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht](https://reader033.fdocuments.in/reader033/viewer/2022052823/55510daab4c9052d0e8b4665/html5/thumbnails/24.jpg)
@aknecht
Not Typical Results
• Search & Social teams combined
– 6 people in total
• Within 6 months
– Social interactions increased 250%
– Organic search based traffic lift of 53%
– Conversions increase 68%