To insource digital-marketing needs or outsource them?This is the typical question for many businesses, regardless of size.Both have their benefits. But after two decades of experience that includes positions as an employee and employer, outsourcing has continually claimed the dominant hand.Here’s why, explained from two perspectives:As head of content and business development for a few companies and agencies.As a freelancer and agency owner, the latter one who also outsources content and SEO work.Positives of Outsourcing Digital MarketingThe Big One: MoneyWhen discussing product or service pricing, money talk is always the proverbial elephant in the room.Many businesses won’t provide prospects any cost numbers until the end of a conversation – regardless if that conversation lasts three minutes or three months.But when hiring, money talk takes on a much different story. Most businesses will set a hiring budget for their digital marketing needs and spend little time … [Read more...] about Insourcing vs. Outsourcing: What’s Best for My Digital Marketing?
Team management vs project management
share tweet share pin it e-mail share Who is your favorite Avenger? Recently I worked with a client to put together their SEO team. The question they posed was: “if we have unlimited resources and want to put together the best team for SEO, who and what do we need?” Structuring (old and new) internal resources is a common challenge that’s hardly written about. I want to share my experience and knowledge about this topic with you, because it addresses different needs for different positions out there. With their second movie expected to be one of the best in 2015, let’s use Marvel’s Avengers as an example to determine the type of specialists you need and why they need to work together. Why is this article for you? If you have to put together a team yourself, this article will help you bring structure to your approach. If you are already leading a team of experts, it will provide insights on how you can further improve your … [Read more...] about How to build an SEO Avengers team to capture your market
Why are businesses so persistent about handling search in-house? There are many good reasons for centralizing both natural and paid search in a large organization. We’ll be talking about natural search in this article. Web site optimization for natural search visibility, commonly referred to as SEO, touches every aspect of your site and organization, with people involved at every level. Therefore, the coordination required makes it easier to handle in-house. A fast-moving target like natural search exists in a dynamically changing environment and can challenge even those who have been managing search for more than a decade. Here are some tips that can enable your in-house teams to achieve better performance. Need for diverse resources In my own experience dealing with large Web sites (100,000+ SKUs and 70+ servers), the best way to go about natural search is to acquire ongoing expert training for your internal search team. Hire an expert who specializes in natural search training … [Read more...] about How To Structure An In-House SEO Team
There are many ways to bill for PPC management and each has its own distinct characteristics. Some of these billing techniques align more with an agency, and others more with an advertiser. For agencies, the proper billing types can make the difference between being profitable and going out of business. In addition, if your goals are aligned with your advertisers, then long term synergies usually develop which means longer client retention. For advertisers, it is important to understand the options that exist. Not all agencies offer all of the below pricing options. However, some will be willing to work with you to find a solution that benefits both parties. A contract extends beyond just billing to include contract lengths and contract renewal types. First, we will examine agency fees, then we will dive into contract lengths. By seeing the billing point of view from both an agency and an advertiser, it can be easier to choose the proper type of contract so that both the agency and … [Read more...] about PPC Management Options – Are Your Fees Inline With The Advertiser’s Goals?
Working on the agency side of search for many years has taught me some valuable lessons. I’ve been privileged to work with the best and brightest, and by turns, saddled to work with the worst and dullest. I’ve seen a little bit of everything: those that get it, those that don’t, and those that don’t know what to get! I’ve often been attracted, over the years, by the allure of in-house work (in contradistinction to agency work) for the seeming luxury of focusing on a single company and set of sites (or even a single site). While I’ve never held a full time in-house position (having always been on the consultant or agency side of the fence), my work at Zappos has closely resembled that of an in-house SEO. So while I haven’t been an in-house SEO full time, I’ve stood in those shoes and looked from that desk chair, so to speak. Combined with our work at AudetteMedia with large and leading companies in many industries, I’ve come to know … [Read more...] about Weighing In-House vs Agency SEO For Enterprise Search Strategies