search experience spotlight - how paychex is winning at seo

@seoClarity

Search Experience SpotlightHow Paychex is Winning at SEO

Your Presenters

www.linkedin.com/in/keithlgoode

@keithgoode

Keith L. GoodeChief SEO Evangelist

Your Presenters

Erica BizzariSEO & Content Marketing Manager

Democratizing SEOCreating the Synergy that Propels Sites Toward Success

Search Experience Framework

UsabilityIs your site fast, responsive, engaging, shareable, crawlable, and indexable?

Usability 01

Relevance

RelevanceYou establish relevance with great content that inspires, educates, informs, and entertains.

02

AuthorityEarned links, company online reputation, article references, citations, co-citations, etc.

Authority 03

Usability in the URA SEO Framework

Usability is all about providing a fast and responsive experience for users (bots and humans) that enables a flexible foundation for an awesome content strategy.

Disciplines Involved:• Systems Administrators• Designers• UX/UI• Developers/Coders

Relevance in the URA SEO Framework

Relevance is all about addressing the needs of the user and creating an engaging, educational, and/or entertaining experience that fulfills the intended purpose.

Disciplines Involved:• Content Strategists• Content Writers Producers

• Copywriters• Social Media • Video Production• Podcasters

• Marketers/Advertisers

Authority in the URA SEO Framework

Authority is all about user engagement and reaping the rewards of creating a delightful experience by way of earned links, earned notoriety, and earned social media signals.

Disciplines Involved:• Public Relations• C-Suite• Social Media Team• External Bloggers

9

What does Democratization Look Like?

Dev / Tech

Content

PR / MKTG

C-Suite

SEO

• Social• Promotion• Industry Outreach

• Drives Corporate Priorities• Company Vision• Voice of the Company

• Proper Merchandising• Content Best Practices• Building Content for the User

• Proper Coding• Responsive Design• Server Uptime and Speed• Adapting to Tech Advancements

• Audits• Analysis• Education• Staying up-to-date

How Does Democratization Happen?

1. Start the Conversation2. Find Common Goals3. Foster Cooperation on Projects4. Share the Spotlight5. Rinse and Repeat

Erica Bizzari

@ericabizz

SEO & ContentMarketing Manager

THE

PR & SEOI N T E G R AT I O N O F

TO

@ericabizz

D E M O C R A T I Z ESEO IN THE

E N T E R P R I S E

Founded 1971 in

Rochester, New York

135 offices in39 States

Germany & Brazil

#1 Small Business Payroll Provider

#2 Mid-Market Payroll Provider 10M Employees

Paid

#1Retirement

Recordkeeper-70k plans

TOPASO/PEO for

Small Business >850k Worksite

Employees

Agenda

@ericabizz

History

Tips for Success

Case Studies

PR and SEOat PAYCHEX

@ericabizz

@ericabizz

5 Tips to Build a Relationship

With Your PR Team

@ericabizz

1. Get buy-in

@ericabizz

2.Share everything

@ericabizz

3. Set guidelines

@ericabizz

4. Communicate constantly

@ericabizz

5. Measure results

@ericabizz

Case Studies

CASE #1Small Business Week (Campaign Based)

@ericabizz

CASE #1 Small Business Week

@ericabizz

1. Pool your resources2. Set the strategy together

T H ER E S U L T S

@ericabizz

• SlideShare – 3.5k views

• The Washington Post – DA: 98 / 1.5M daily visitors

• Gene Marks – 88,719 Twitter followers

• Inc.com –DA: 93 / 3M Monthly Visits

• Smallbizdaily – DA: 55

CASE #2Industry Conferences(Event Based)

@ericabizz

CASE #2 SHRM

@ericabizz

1. Build a list of target influencers

CASE #2 SHRM15

@ericabizz

1. Build a list of target influencers2. Engage via live social coverage

CASE #2 SHRM15

@ericabizz

1. Build a list of target influencers2. Live Social Coverage3. Blog: daily round ups, top tweets,

etc.

T H ER E S U L T S

@ericabizz

105

513

44

CASE #3Influencer Outreach (day to day)

@ericabizz

CASE #3 Influencer outreach

@ericabizz

1. Share lists

CASE #3 Influencer Outreach

@TracyVanAuker | @ericabizz

1. Share lists2. Reference influencers in content

Example 1

@ericabizz

CASE #3 Influencer Outreach

@ericabizz

1. Share lists2. Reference influencers in content

Example 1Example 2

CASE #3 Influencer Outreach

@ericabizz

1. Share contacts2. Reference influencers in content

Example 1Example 2

3. Build off-page presence

@ericabizz

What are we working on now?

Action Plan

@ericabizz

Find Common GroundPull the Data

Invite PR to your next meeting

Y O U !THANK

@ericabizz

Thank you!Any questions?