Interdisciplinarity: How to Integrate Organic Search, Paid Search, and Content Teams

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Posted by HeatherPhysioc As an industry, we talk a good game about collaboration, but the truth is it’s not really happening the way we tell our clients and bosses it happens. We stroll into new business pitches and make big claims about how “integrated” we are. We preach that our recommendations are better because we have a more “holistic” offering. But whether it’s across agencies working on the same client, different teams working within the same agency, or different teams in-house on the client side, collaboration is much harder to achieve in reality than we make it look on the outside. More often than not, experts get sucked into their respective silos, buried by the day-to-day task lists of their jobs, focusing on their own areas of expertise. Agencies write SEO scopes and PPC scopes separately, often without accounting for content resource needs to make the channels successful. Teams bring recommendations forward to their bosses that don’t have buy-in from their peers. We don’t bring each other in, but we complain about not being brought in. Learnings from multiple mergers My company has gone through many mergers and acquisitions over the years, and just in the last three, we’ve merged with three other agencies in our network. We doubled in size and tripled our global footprint overnight. With those mergers came tons of complementary skill sets and client lists we could do great work for. Through the mergers, we had a unique opportunity presented to us to solve persistent collaboration and content problems by bringing the organic search, paid search, and performance content teams together under one unified group. Now our “Discoverability” group is nearly 35 people in four offices across North America. With all this change and merging of teams, we had some hard choices to make and hard work to do to make this integration of different capabilities and cultures successful. Introducing interdisciplinarity I want to introduce you to the concept of interdisciplinarity. It’s an academic term describing when two or more areas of expertise join forces to solve new kinds of problems together. It’s when they combine and bust traditional silos to solve shared challenges, benefiting from integrating and updating their individual approaches into a new, holistic approach. Interdisciplinarity helps with the negative effects of siloing and over-specialization. In the rapidly evolving and increasingly commoditized field of search, we need to be talking about this. Interdisciplinarity is …

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Thinking Beyond the Link Building “Campaign” [Case Study]

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Posted by Paddy_Moogan Over the years, I’ve often referred to our link building work as “campaigns”, which isn't wrong, but isn’t completely right, either. I think that as an industry we need to alter our mindset to focus on what link building should be: an ongoing, integrated, business-as-usual activity. Link building processes that work for brands now and that will continue to work in the future need to sit closer to the rest of the business. This means tighter integration with other disciplines, or at the very least, acknowledgment that link building isn’t a siloed activity or dark art like it used to be. In this post, I’d like to propose how we should think about link building and share some ways to make it more sustainable, efficient, and effective. The problem with campaigns I want to start by being super clear on something, and I make no apologies for …

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Thinking Beyond the Link Building “Campaign” [Case Study]

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Posted by Paddy_Moogan Over the years, I’ve often referred to our link building work as “campaigns”, which isn't wrong, but isn’t completely right, either. I think that as an industry we need to alter our mindset to focus on what link building should be: an ongoing, integrated, business-as-usual activity. Link building processes that work for brands now and that will continue to work in the future need to sit closer to the rest of the business. This means tighter integration with other disciplines, or at the very least, acknowledgment that link building isn’t a siloed activity or dark art like it used to be. In this post, I’d like to propose how we should think about link building and share some ways to make it more sustainable, efficient, and effective. The problem with campaigns I want to start by being super clear on something, and I make no apologies for …

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The MozCon Virtual Video Bundle Is Here (Plus, Our 2019 Videos are FREE!)

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Posted by cheryldraper This year's MozCon was unlike any other. In the midst of a global pandemic, we pivoted from planning our traditional 1,600-plus in-person shindig to an online conference that ended up bigger and more well-attended than anything we'd done before. MozCon Virtual was a delightful journey into the unknown. Just a few of the practical lessons we learned: How to collect, assemble, and ship high-quality at-home filming kits to our speakers How to reimagine online networking (they weren't held over delicious entrees at lunch, but our Birds of a Feather virtual sessions were a big hit!) How to get the most out of an online conference while also caring for your needs and being aware of Zoom fatigue And while it may have felt a little different this year, with 21 industry experts covering topics all the way from easy-to-implement machine learning to effective content promotion to crafting …

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How to Choose The Right Digital Marketing Agency

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Deciding to hire a digital marketing agency is easy. The hard part is deciding which digital marketing agency to hire. In today’s world, anyone with an internet connection can create a website and start offering services as an entrepreneur. The barriers to entry are slim to none. Which… is what makes choosing the right digital marketing agency so tricky. However, I know a few things that can help simplify the decision-making process. In this article, I cover what to look for, things to avoid, how to make the most of your digital marketing agency, and my top recommendations. But first, let’s start at the beginning. Know your goals and desired outcomes Every business is different, as is every digital marketing agency. Digital marketing agencies usually specialize in one or two areas. And while many of them are “full-service,” they typically prefer projects within their specialty. So the first step in …

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Two things you need to turn PPC campaigns into winners

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How do you set yourself apart in PPC when Google and Microsoft are continually adding more automated capabilities that effectively level the playing field? We believe there are a few critical factors that can tip the scales back to your advantage: Better strategy and better execution, tied together with an awesome process. On the surface, these factors may seem like common sense, “Business 101” tactics, but the real challenge comes into play when businesses attempt to build the processes that closely tie strategy to execution. We believe that companies with a great process will be the ones best positioned to deliver successful results. When your process enables you to be nimble and adapt to new strategies quickly, and you can quickly get your whole team to shift into execution mode on the new strategy without dropping balls left and right, that’s when you win. Business case study: Why process matters …

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How to Get Quick Results With SEO Sprints: The DriveSafe Case Study

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Posted by ChristopherHofman Currently, many businesses face challenging times and are moving their SEO budget to disciplines which offer quicker wins. But you can also create instant results with SEO, and it can be done on a small budget even when you are up against bigger players in your industry. In this blog post I will show you my framework to do SEO sprints. I will show you how you can use Google’s ability to index and rank faster to your advantage. Later, you will be presented with a case study, where we used SEO sprints for a chain of opticians. The result: an increase in bookings of vision tests of 73%. But first, let's have a look at the layout on page one of Google (for most queries). Google never took SEOs into account when designing for the user. As a result, their transformation over the last few years …

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The 6 Best Digital Marketing Companies of 2020

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Digital marketing covers everything from SEO and content marketing to email campaigns, social media strategy, and video marketing too. With new digital marketing companies popping up left and right offering a bit of everything (and truly speaking to no one), it’s no surprise you’re having a hard time finding the right one. The best thing to do is narrow down your options by bypassing those digital marketing companies trying to do too many things at once. Why? Because true highly-niched experts are the best way to get the results you want (and deserve) for your business. But, it’s not always easy to find those experts when you need them. So, I put together a list of the top digital marketing companies who genuinely excel at what they do to help you find the right fit for your business depending on what you need. Then, we’re going to talk about what …

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Benchmark for Success: What Your Vertical Can Achieve With Content Marketing

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Posted by Domenica You’ve produced a piece of content you thought was going to be a huge success, but the results were underwhelming. You double and triple checked the content for all the crucial elements: it’s newsworthy, data-driven, emotional, and even a bit controversial , but it failed to “go viral”. Your digital PR team set out to pitch it, but writers didn’t bite. So, what's next? Two questions you might ask yourself are: Do I have unrealistic link expectations for my link-building content? Is my definition of success backed by data-driven evidence? Fractl has produced thousands of content marketing campaigns across every topic — sports, entertainment, fashion, home improvement, relationships — you name it. We also have several years’ worth of campaign performance data that we use to learn from our successes and mistakes . In this article, I’m going to explain how businesses and agencies across seven different …

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Two things you need to turn PPC campaigns into winners

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How do you set yourself apart in PPC when Google and Microsoft are continually adding more automated capabilities that effectively level the playing field? We believe there are a few critical factors that can tip the scales back to your advantage: Better strategy and better execution, tied together with an awesome process. On the surface, these factors may seem like common sense, “Business 101” tactics, but the real challenge comes into play when businesses attempt to build the processes that closely tie strategy to execution. We believe that companies with a great process will be the ones best positioned to deliver successful results. When your process enables you to be nimble and adapt to new strategies quickly, and you can quickly get your whole team to shift into execution mode on the new strategy without dropping balls left and right, that’s when you win. Business case study: Why process matters …

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How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)

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Posted by amandamilligan I’m a big fan of the Lore podcast, and in a recent episode , the host discussed a book called the Malleus Maleficarum. Two words starting with the “mal” prefix doesn’t sound super friendly, right? Well, the book is essentially a guide on how to identify witches and conduct witch trials. It turned out to have quite the horrible impact on society — as we’ve learned in history classes — but the host notes that it’s also one of the first how-tos ever written. And it was published in 1486, ore than 500 years ago. How-to content isn’t new, and from what I can tell, it isn’t going anywhere. Look at how many search results come back when you narrow content down to titles including “how to.”   It’s not just that there’s a ton of this type of content, either. People want to read it. …

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