Regardless of where your SEO team is housed, the key to this team’s success is constant communication. Keeping them in the loop on pertinent initiatives and ideas will allow them to head off any potential SEO issues, and to offer up implementations that will help the organization reach or exceed its goals. … [Read more...] about Does it matter what department your SEO team is in?
Why does leadership matter
My initial reaction was, “Well, wait a minute. What are you trying to accomplish? Who are you trying to reach? How are you going to measure whether you’re effective?” In some cases they had thought of that already and they worked through it. In other cases they hadn’t. I think stopping and asking yourself those questions, and understanding strategically what is it you’re trying to achieve, and strategically how does it fit within the larger confines of your marketing strategy or your business process. Ultimately if you’re doing this stuff you’re not doing it just to make busy-work. You’re doing it to achieve some sort of business impact, whether it’s to be more efficient, or drive sales, or lower the cost of customer service, or whatever it is. It has to be tied back to some sort of business objective. … [Read more...] about Scott Monty on Leadership, Strategy
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. … [Read more...] about If Online Ad Targeting Works, Does More Targeting Work Better?
If you look at these three pages closely you will see that they are not duplicate content, and they are most likely written by different people. But the problem is, they have the same four basic pieces of information, which we can summarize as: frogs are green, they live in water, they jump, and toads are a sub-species of frogs. In other words, there is NO difference in the actual information provided. Imagine what this does for the person who is trying to find out what frogs eat! … [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. … [Read more...] about How To Work With Four Common SEO Leadership Styles