better together: search + social

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March 3, 2015 BETTER TOGETHER: SEARCH+SOCIAL Ellen White Director, Organic Search (SEO) Team Detroit | Ford Motor Company @EllenReathWhite

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Page 1: Better Together: Search + Social

March 3, 2015

BETTER TOGETHER: SEARCH+SOCIAL

Ellen White

Director, Organic Search (SEO) Team Detroit | Ford Motor Company

@EllenReathWhite

Page 2: Better Together: Search + Social

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.”

Page 3: Better Together: Search + Social

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

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Paid Visits from Search - Wired & Mobile Natural Visits from Search - Wired & Mobile

Page 4: Better Together: Search + Social

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.

Page 5: Better Together: Search + Social

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.

Page 6: Better Together: Search + Social

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.

Page 7: Better Together: Search + Social

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.

Page 8: Better Together: Search + Social

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."

Page 9: Better Together: Search + Social

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

Page 10: Better Together: Search + Social

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.

Page 11: Better Together: Search + Social

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.

Page 12: Better Together: Search + 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

Page 13: Better Together: Search + Social

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

Page 14: Better Together: Search + Social

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

Page 15: Better Together: Search + Social

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.

Page 16: Better Together: Search + Social

searchmarketingexpo.com

@EllenReathWhite #SMX #31E

Be LIKEABLE. Tactics.

Page 17: Better Together: Search + Social

searchmarketingexpo.com

@EllenReathWhite #SMX #31E

Navigation can get T R I C K Y .

Tactics.

Page 18: Better Together: Search + Social

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.

Page 19: Better Together: Search + Social

searchmarketingexpo.com

@EllenReathWhite #SMX #31E