search experience spotlight - how paychex is winning at seo
TRANSCRIPT
@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
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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
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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?