Whether in an agency environment or inside a business, your SEO team is affected by where it’s placed within the organization. But first, a caveat: there isn’t one correct answer for how every company or agency should do things. With that said, understanding the influences in play with certain organizational placements can help you make wiser decisions as you look at the logistics of categorizing an SEO team. So what are the options for where you locate your SEO team? Separate SEO department We’ll start with the obvious answer. Let SEO be its own department. This works for medium to large teams that are able to have their own leadership structure and growth opportunities. The benefits of having this team operate independently include being able to segment the department into functional groups, such as technical SEO, content marketing, link building, etc. Another benefit is that SEO processes are not biased by another department’s focus. When recommendations come … [Read more...] about Does it matter what department your SEO team is in?
Why does leadership matter
Podcast: Download Subscribe: iTunes | Android | RSS Visit our Marketing Nerds archive to listen to other Marketing Nerds podcasts! Whether you are building yourself up as a thought leader, or you want to start implementing more marketing campaigns, it’s important to develop a strategy. This is what I talked about with Scott Monty of Scott Monty Strategies on this week’s podcast. Scott was formally the head of social media at Ford Motor Company, and has since branched out to have his own consultancy and a chance to work with brands and organizations in several different industries. We touched on growing your personal brand, as well as social media strategy and Scott’s new newsletter, The Full Monty. Here’s an edited transcribed version of our podcast, but be sure to listen so you can hear everything! When you were starting out, what were some of the most important things you did to get you set on the right path? That’s a good question. I think you can … [Read more...] about Scott Monty on Leadership, Strategy
A former colleague at Forrester Research recently published a study that described his view of the future of online marketing. The study is available to Forrester clients only, but the crux of the argument is laid out in a blog post: Why Google – Not Facebook – Will Build The Database Of Affinity. The author, Nate Elliot, describes large media companies building a “database of affinity,” which he described thusly: Recently we described an idea called the database of affinity: A catalogue of people’s tastes and preferences collected by observing their social behaviors on sites like Facebook and Twitter. Why are we so excited about this idea? Because if Facebook or Twitter or some other company can effectively harness the data from all the likes and shares and votes and reviews they record, they could bring untold rigor, discipline, and success to brand advertising. Nate’s argument as to why the database of affinity represents the future of online … [Read more...] about If Online Ad Targeting Works, Does More Targeting Work Better?
Long ago and far away, there was a world where there was no Web. Back in those early years (such as the 1960’s through the mid-1990s), there were certain basic concepts that guided the world of marketing. One of the facts of life during those times was that each market space tended to support somewhere between three and five major brands, and no more. The major brands were the ones competing for general merchandise or services on a national or global scale. Regardless of where you went, they were there. There were other companies in these market spaces, too, but they operated in a niche fashion. They constrained their efforts to a local market, or a specific subset of the products in a given market space. They also could do quite well, but they were inherently smaller, and they were not in a position to cover the broad market the same way the big brands did. The Great Disruption Then came the Web. Suddenly, leadership was defined by understanding the universe of terms that a user … [Read more...] about The Concept Of Sameness & Why It Should Matter
I’ve had the pleasure of working on SEO in a variety of companies both in house and, frequently, through casual advice to other companies. After eight years in the business, I’m convinced that the success of search for an in-house person hinges on their ability to work within a leader’s approach to search. This is due to the interdepartmental cooperation needed to effectively run search as well as the fluid nature of our business. What follows are four extreme leadership caricatures, vis-a-vis search, and recommendations on how to most effectively work search into an organization within a specific leadership perspective regarding search leadership styles. Hands Off Leaders The hands-off leader is usually old school and has been successful either prior to the advent of the Interweb or through other online channels such as highly measureable PPC, email or display. Mr. Hands Off probably still has an AOL email address for personal use. In these organizations, search … [Read more...] about How To Work With Four Common SEO Leadership Styles