What type of conversion leaks exist? For instance, if the company takes orders over the phone, are those orders being credited to the PPC campaign? Do you have the ability to change the website? If the website is not converting, what are your options? Branded keywords. Are you able to bid on these types of keywords? Additional offerings. As PPC and SEO (as well as display campaigns) can be utilized to create synergies between the advertising outlets to further increase engagement and conversions, do you have control over the SEO or display ads? Tracking. Will the advertiser be fully transparent with their analytics, shopping cart, and billing systems? Can the advertiser track profits (or just gross sales) as it relates to their PPC campaign? Contract length. Setting up a new PPC account can take many hours. If the advertiser walks away after a month you may have produced a profitable campaign yet lost money in the setup process. … [Read more...] about PPC Management Options – Are Your Fees Inline With The Advertiser’s Goals?
Team management vs project management
Social Media manager Analysts On-Page Manager Media manager Editorial team Of course someone has to produce the content and in most cases it’s too much for the content manager to do everything by him or herself. It’s the content managers task to coordinate the editorial team, guest bloggers and other content producers. The produced content needs to also be reviewed (to a manageable degree) and analyzed for search engine relevance (not to say that content is for search engines only, but the best content has to be found). … [Read more...] about How to build an SEO Avengers team to capture your market
Entry level.Pressured for “small” projects by other departments.Not challenged enough due to those below or above them.This all leads to a lack of focus, added pressure, or boredom – any of these elements lead to sloppy delegation. This worsens because when tasks are not properly delegated, these “head ofs” end up completing the work themselves, which puts a pause on long-term term strategy and long-term growth. … [Read more...] about Insourcing vs. Outsourcing: What’s Best for My Digital Marketing?
If I were to construct the SEO dream team for an enterprise-level company, it would certainly include not only an SEO manager, but a whole team of SEOs and a director-level position as well. I would lean on an outside agency, one focused on absolute excellence and with a proven track record. I would advocate for SEO analytics tools such as Brightedge, SEO Clarity, Conductor, or Matrix, and I would attend every search conference I could. The in-house needs conferences even more than the agency does, because it can give them valuable insight into what others are doing in the industry. … [Read more...] about Weighing In-House vs Agency SEO For Enterprise Search Strategies
First things first; everything should point to your business goals. These goals should encompass more than just marketing objectives, since natural search can be leveraged to influence many different aspects of your business. Tracking, measuring, and reporting on the progress of key performance indicators (KPIs) is paramount for benchmarking and driving growth. One crucial step in defining success is segregating brand and non-brand keyword traffic. While both types of traffic are driven by natural search, they are influenced by entirely different marketing strategies and serve different purposes. … [Read more...] about How To Structure An In-House SEO Team