empowering the agency stakeholder by bill hunt and cindy yerkie

#SMX #24A @cayseo @billhunt

Empowering the Agency Stakeholder

Taking the Brand/Agency

Partnership to the Next Level


Expand size of teamLeverage Agency knowledge & experienceLeverage Agency tools Changes are accepted from 3rd party sourcesSomeone to blame when things go wrong

Why use agencies?


Only 2 on HPE SEO TeamCovering 45 countries with 10 languagesLeverage agency/consultant experience to scale globally Implemented compliance tools not just for SEO but for full site enforcement

Team Expansion Value


Previous agencies were cookie cutter and lacked enterprise scale experienceCurrent agency is hands on, scale focused, and understands our business, culture, product set and competitors. Consultant used to vet difference and manage big pictureCurrently leverage the collective experiences for maximum value

Agency Timeline


Current Search StructureIn-House Team Search Agencies Global Consultant

Manage Search Strategy

Prioritize Resources

Enforce Best Practice Compliance

Stakeholder Education

Agency Management

Execute Search Strategy

Day to Day Improvements

Scaling in Business Units

Performance Monitoring/Management

Content Effectiveness

Global Search Strategy

Trusted Advocate

Special Project Focused

Holistic View & Course Correction

Specialized Enterprise Tools


Maintained program continuity and knowledge

Enables “ad hoc” projects

Leverage collective experiences and challenges from similar companies

Advantages of Consultant Pillar


Multi-party team ensured jargon-free materials vetted from different views and adapted to HP then HPE

Identified workflow challenges and process gaps that resulted in scale and increased efficiency

Materials still used today and were critical in enforcing the HPE split and content migration process

Collaborative Training Materials


Prep prior to migration reduced challenges and negative impact on SEO

Tools and process for large scale migration not available by typical agency

Not a perfect migration but collaboration and experience ensured no key steps were missed

HPI to HPE Migration


Created workflow to identify opportunities for increased leads and sales

Focused on actions that show impact High Ranking Low Click KeywordsPLP Monitoring High CPC No Organic RankHREFLang to ensure correct market pages

Move to Demand Gen/Data Driven SEO


Identified missed opportunities for exposure due to cannibalization, lack of ranking, mixed messages and irrelevant snippets

Consultant is “Neutral Party” between PPC and SEO Agency

DataPrizm acts as natural “Chinese Wall” between agencies

Consultant focused on big picture while agencies & In-house team focused on implementation

PPC/SEO Co-Optimization


Deep technical problems identified with site load balancing and created implementation plan benefiting SEO and IT

Develop countermeasures to expected outcomes to minimize damage

Resolve Complex Problems


Develop unique business case for keeping redirects and identified mission critical redirects

Agency identified most valuable links to update and negative impact if not correctly redirected

Developed “Redirect Traffic Impact” model to support redirects

What is the Value of a 301?


Business Value of Individual SEO Efforts

Crisis Management and Technical Challenges

Content Management System Migrations

Asset alignment and importing into new systems

Non-Traditional SEO Requirements


Find the Agency/Partner mix that works best for you

Leverage & trust partner knowledge to move search forward

Change does not happen overnight

Enforce data sharing between all parties

Closing Tips & Recommendations


LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

empowering the agency stakeholder by bill hunt and cindy yerkie

Marketing