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C3 2021
April 20, 2021, Online, New York, USA
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C3 2021: SEO Is A Team Sport: How to Align and Empower Cross-Team Success
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About the talk

This panel of digital marketing experts - Jonathan Bleier from McAfee, Kristi Dillman from Zurich North America, Rob Ramirez from Ticketmaster, and Kristen King from Shoe Carnival - breaks down how to align your cross-functional teams for seamless collaboration. Listen as the panelists dive into what it takes to empower all your teams --- and your marketing organization as a whole -- for organic marketing success. Learn how the panelists themselves leverage Conductor’s enterprise SEO platform - with features like Explorer, the Chrome Extension, Workspaces, and Competitive Analyses - to stay ahead of the game

About speakers

Jonathan Bleier
Senior Global Search Engine Optimization Manager at McAfee
Kristi Dillman
Search Manager at Zurich North America
Rob Ramirez
Sr. SEO Manager at Ticketmaster
Kristen King
Associate Marketing Manager at Shoe Carnival, Inc.

As a customer acquisition professional, I conceptualize, develop, and implement regional e-marketing strategies that create engaging, cost effective and brand building campaigns that minimize online expenses for maximum ROI. Using complex analytics and trending CAC models, I deliver fully qualified solutions that are customized to meet business objectives. I have over 20 years of focused experience building SEO, SEM and re-marketing campaigns for motivated B2B and B2C organizations that range from Fortune 1 corporations to Silicon Valley start-ups. Merging web development and an excellent understanding of the financial management of online campaigns, I am able to provide full-spectrum customer engagements that allow for quantitative measurement of ad spend and resultant conversions. I have consulted for Walmart, Apple, McAfee, Autodesk, Electronic Arts, Palantir Technologies, The University of Pennsylvania, and Carnegie Mellon University. My goal is to be an innovative customer acquisition specialist creating marketing models that govern the future of how companies attract, acquire and retain online customers. Specialties: Search Engine Optimization & Marketing, Social Media, E-Commerce, Re-marketing, Big Data Analytics, Website Development, Software Quality Assurance, Business Consulting

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Savvy marketing professional with more than 15 years of experience in both agency and in-house corporate settings. Specialties: analytics-based content strategy and optimization, search engine optimization strategy, content management system usage, digital campaign development and digital marketing Technical Skills: Google Analytics, Oracle Infinity, Google Search Console, Conductor Searchlight, DeepCrawl, various content management systems

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Marketing Manager with a demonstrated history of working in e-commerce and retail marketing. Passionate about the role of digital media in the buying journey, from brand awareness and customer acquisition all the way through to customer retention and consumer brand advocacy. Lover of SEO and content strategy. Strong marketing professional with a Bachelor of Science (BS) in Geology from University of Southern Indiana.

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Hello and welcome by Jonathan flyer local SEO manager, delman a search manager at Zurich North America, Rob Ramirez, Jr. A co-manager at Ticketmaster. Really finished out with you all. Today. We're here to talk about how to align team for seamless operations and how at the old place team sport. So we all know that, it's not always. Rewind. I would love to see your nephew. How big is that in the first place? So I can strengthen. My name is Jonathan senior senior Global, a co-manager at McAfee and my team

my team is about to end and we have it on the consumer growth marketing team, which is about 45. 50 people who Carnival Shoe Carnival for about 6 years and I bought an SEO for most of that time. As I've moved between different departments in different title of the SEO team is just me, but I get a lot of cross-functional support from the other marketing, channel, owners for marketing leadership from the e-com team. And of course, we can talk to her all in all our combined marketing and e-commerce team is Shoe Carnival's about thirty strong currently sit on the marketing side, but I

used to sit on the eCommerce side so I can comfortably have a foot in both worlds. Thank you. Rob Ramirez, the senior technical manager at Live Nation Ticketmaster. Our team of SEO specialist is about 4 right now, although we definitely partner with all kinds of folks. We sit on the marketing team, but we were really closely with product intact, Deb's good Partnerships. I would say with the pretty much everyone across the Fjord. Everybody. I'm Christie Dalton. I work at

Zurich North America and their I am a team of one, one SEO, but I do work cross-functionally with our our external Communications teams, which our writers as well as our web team and then I sit on our digital marketing team. You knowing that it on here between a Christian and a very small team. But you enter the number of content creators really set up at that way. Sure. So when we started tackling Sao at Zurich, I start working with our Raiders to create templates. So

there were four terms of form for them to fill out. Every time they are working on a new piece of contents. So that would include, you know, your age ones, the keywords, you were targeting, basically all the best practices. So that nothing was really forgotten because since I'm only a team of one, I can't be there. Every step of their Journey when they were right to think about SEO. And I felt that that really helped for them to help kind of check those boxes off as they were going. But also to really bake SEO into the writing process and not sprinkle it on top after the fact and

mind you we still do try to sprinkle it on after but we try to start with that approach that we're really putting the best piece of content out there the first time, No, I've had a really similar experience, you know, Nico in and of itself can be a full-time job, but I always content creation. And what's been really helpful with my cross collaborative. Relationships is just that the content creators out for six Bass by providing them with research up front. And also to give them access and empowerment to use, SEO tools and stop to add on to what you give them at the

beginning. Yeah, that's exactly what we do as well. That McAfee. We try to empower the copywriters ahead of time with the SEO recommendations from tools like conduct her and that really help us pick up our recommendations with data and help the copywriters. Have that semantically related, keywords and titles and descriptions and all the right heading H1 tags, excetera for the page before they start writing. Has been very helpful for us for something very similar, you know, we want to make sure that

all the Riders are equipped with everything that they need to write the content that's going to speak to the one of the things has changed in general about sto, is the better. Now that identifying based on, on the intent of your of your words and what you're writing about in in ranking things properly in that fashion. So I think he would still matter, they always will but I'll make sure that we are discussing topics from a point of view of authority, and immuno leftover kind of fall into place. Now, we still do, you have really stretched strict controls and input on

things like heading tags, you know, title description tags, all of those types of elements. And then we make sure that we're always there. I'm offering our guidance, for those elements on power, our writers, write this piece of content if they possibly can. One thing that I'll add is that I also work with my writers to set up work spaces and conductor so that not only when they're writing, but after their writing, they could actually see how their pieces are performing our head of external communication. External Communications can also see

all of that. So then she has an idea of what pieces are working. Well for us, and then the Raiders also feel that sensitive like I did it. Right. It does motivate the Riders to continue to you. No, take your advice and, and, you know, think about it cuz they're kind of crafting the content and showing them work performing really well for us because of the types of things that you thought about was you were crafting. The content is really kind of like a positive feedback loop that I do the same thing. The front-end and back-end developer says, well, I tried to show them all the SEO winds that

we're getting that really helps encourage and motivate people to continue to do these type of change, is because a lot of times, the front-end and back-end Engineers are unclear as to your reasons why these SEO recommendations are trying to be deployed. So it really helps to show to show them as well as successes that you get from making these changes funny. Jonathan, cuz I was going to chime in with an almost identical to talk about copywriter this content creators, but there's also the front and back in Oliver's and their content creators in their own, right? And bringing in that

space design and sew development, team leads into the technical SEO, conversations and granting them access to the SEO tools. Also improves the overall performance of your society and therefore the content you're putting out your publishing year. Jama need counter space and the product listing. It is all. So interconnected. It sounds like, you know, you're all had a really great place with rental, seems to where you really are getting them with this. Is there a specific example of how you got there

and how you determined? It's just an ongoing process for us. You know, it's, it's not perfect. You know, when we definitely have issues as we stay. Let's write more content. Coming out is, the covid-19 process something that we are always trying to refine the folks that having sessions in partnering with conductor and making sure that we're kind of training books to use the tools and all the cool things that you guys are building has been really valuable for us to you know, things

like explore. Their, there's so much and even though the developer Chrome types, of things can be really helpful and exciting for Content creators because we're just giving them more tools to do their job a little bit better. So, that's been really an ongoing process. I totally agree. There's so many cool functions and conductor prior to us using conductor. A lot of our SEO was done manually, and I'll tell you that once we did go to conductor and implemented it and everyone had to access. That is really what

helped, like just springboard all of our SEO because it wasn't being kind of held with me. It was really empowering the writers, the web team, the marketing managers to really not just do their own research, but to have tools that they could use. And then also to be getting automated reporting sent to them cuz I have those types of things set up with our marketing managers that they, hey, we did make this change three months ago or two months ago. And are we still seeing improvements? And I feel like all of those aspects have really helped

in it. It's been ever evolving for the last three years. It it's never just stopped. It's not like we put one thing and place has been This thing through a lot of things at the dartboard and see what sticks and the thing that sticks. Let's improve upon it. There can be a lot of drawbacks to working on a small team, but one of them really awesome things about working on a small team is that you do get to learn a lot about, you know, what, your, your fellow Channel owners are doing. We get to have group meetings, where we talked about, you know, our wins and losses, for the week, for the

quarter, we get to share in each other's successes and learned from the things that didn't quite stick. The landing and that's been truly awesome. Also, just, again, being in the e-commerce. Retail space like a lining on kpix for us is relatively easy, right? Ultimately. We were driving traffic to the website and we're driving in store and online conversion, but you know, as with all things is not like a Theo, you can exactly have a rough. As that means the same thing as in the CPC world or is it in the social media were also, there is also that bit of

the expectations that are appropriate for for the organic start. Gentle and understanding that the way you gave your eyes and the way you guys might be a little bit different than how you present it in other parts of marketing. No, we talked a little bit about the way is that you Don, excuse me, coolers are using the conductor platform with it. But we have seen a lot of technical SEO is a little bit more about you know, that you have teams that are in the platform. Is there anything specifically within the platform that those teams are getting value out of

that might be helpful for other folks, if you are up. So, one thing that I taught my writers about is it a lot of times when they go into Explorer. They think that Explorer is really just for keyword research, and I really showed them how they could also use it for competitive. Research of putting different, domains are different pages in to that into that tool to see. You know, what other type of like specifically another competitor. What are they writing about? What what keywords do their content rank? Four is? To try to help them build. Sometimes that key word list, if I'm not providing

it to them. So they just have some other ideas of maybe something that they weren't really thinking of additionally. We use workspaces wheat leaves. Work site has so much and just making sure that they have access to data of how their pieces are performing. So they can see how it's working. A lot of times I go into their workspaces and I leave comments. Hey, this piece works really well or you know, I think if we took this piece and optimize it around this key word or added to skiward into a header tag, like it might help and just having that open communication kind of threw

the workspaces. What's the alphabet? You know, some of the features that you guys have added to things like Explorer like this social sharing and the social data has been super valuable for Riders and in for folks that don't have necessarily Nico background because it just speaks to, you know, what we all are know about. And they're the types of things that, you know, virality and these types of things that were really kind of concerned with, and just having that at your fingertips and have it there. As you doing research on the topic is really helpful. I'm in able to really speak to the riders

that we work with. I picked up that so that's how I learned how to do was looking at what ranks number one in Google, for that key word and to use the tools that I'm just looking at your own website to look at the competitors. Number one ranking positions and their pages and to take to take Use them for your own, for your own pages. So I like to encourage the competitive analysis. If you want to touch on today, when you're given how much I guess you changed over the past 10 years, a Jonathan, you know, you

mentioned earlier 20 years. And I think historically it has always been a one-person TM & Whistle by. It is growing in other cases first. And kind of knowing that SEO is really a pillar across many marketing organization. How have you at the serc champion? Been able to get buying from leadership across two or four Organic Market because for many years. And that's what I got. That really force me to work cross-functionally and to try and get buy-in from leadership at cetera. I'm fortunate in this at McAfee.

Dad, senior leadership, all value, SEO greatly. So, it's been much easier for me here, plus, the budget for growing the team Sarah, when when the executive level leadership. It is been a very challenging to do by yourself. There's so much to do there, so much analysis to do and also that, you know, during the creation process there, so many different moving pieces of copywriters and product, managers need to look at pages and legal and all these different moving pieces that you really need

more than a one-man. Show needs to be because there's so much going on. So for me, I'm very excited. Just over the last 20 years. I've seen so much progress and you're sure Putting emphasis on SEO and giving us budget and resources for awesome tools, like conductor to get the job done, efficiently and I have speech Market. I've been doing feo at Zurich for about three years, three and a half years and while previous to me. We didn't have anyone doing it at all. I saw it as an

opportunity. I saw a lot of our Pages didn't rain for keywords that I thought they should ring for. And I kind of just took it upon myself to try. So it grew from really not focusing on this and let you know what industry that has been so focused on relationships and relationship-building in the past, to trying to get people onto our website. And, you know, getting them in for those entry-level type keywords, people are doing research, are there looking online for commercial insurance? Which is kind of surprising sometimes. But yeah, it's a lot of people do and that's one

of the things that I've been trying to show everybody is that people do look for this type of information, you know, not every company is, you know, Nike or Amazon or someone who's really huge and has someone Specializes in what we provide some of them are smaller companies that don't have that role. So they're doing kind of like how I do SEO in three or four other things, they're doing Insurance in three or four other things. So, you know why we haven't been able to add more employees or more STDs that focus on SEL. We've been able to increase our support conductor. And,

you know, I kind of have someone over and conductor that could help me and be an extension of me since I can't add more people, and that's been very helpful. First of all, I think to it to Jonathan's point, I think senior leadership in general in the industry. There's been a bit of a shift where they do value SPO a little more than they had previously. I'm just a lot of mystery mystery around s c o r. I v if there is kind of like this black box mentality, like they go off and they do their thing and we make more money but there's a better understanding and I think of how search works in

general and in certainly the revenue that SEO is a channels able to generate is something that gets everyone in the past as well. You know, what, the difficulty is carving out the time to make sure to celebrate those winds, communicate them, and also frame the opportunity that exists. If you did have more resources, right? We get so caught up in executing and getting through our roadmap items and making sure that you know, we get done what we say. We're

going to get done. I'll wait, we tend not to. About time to actually, you don't communicate those winds communicate opportunity, you know. And and again The organization is one really said. Implement now your changes and show them what the benefit of what it is. They worked on is it's having for the side overall, you know, end in the other part that's really important. Obviously, you know, how much revenue you're actually generating for, you know, for for marketing or 4, We're very clearly

so that becomes our of Revenue making Channel and one of the strongest. Hopefully, our Revenue making channels up. My favorite feature in the conductor platform is the business case tool. That business schedule has helped us get so many projects off the ground because we can start to Ballpark something like an Roi. If we, if we do this, we know there's soup level investment, getting it off the ground. And here's the reins of payoffs. We can potentially expect to see if we execute

this. Then get the results. We are hoping for but if you don't have kidnapped or you know, what an elegant stool, there's other things out there that can help you start to demonstrate the r o. I s e o. I mean if you were already using Google analytics or do the Omnitrix, I mean you should be able to see with relative ease that the piece of the pie of of Revenue or referral coming on your website that are attributable to organic sir, or as low as a fun experiment. Get the get the person. You're trying to get the buy-in from whether

it's an executive leader, or the head of the marketing, team of the e-commerce team has the Google something. Don't know how to do with something directly related to your business. Doesn't have a very close and then ask them to click on the things I think is most helpful, nine times out of 10. They're clicking on an organic link or if it's eat Harbor speech. They might hit click audit hate shopping. Like they'll almost never click on a traditional case search Lake and not right there. Shows you the user behavior that you're there to capture. And this is why I love at the

El Rey. Ultimately. It is the cheapest and most effective way to Market to a potential consumer. She's self-selecting in the audience with her search query and there's no CPC. Absolutely. I would imagine Chrissy and especially in a space is competitive. His shoe carnival is in its really valuable to see that our lives. So that's great. And one of the most valuable things we ever did was designed to Envy Organics pay as we needed to own kids, do keywords. You know, we do Family Footwear. That's the, that's the Gap that we needed to own. That was the

goal and we've got aggressively after that for the past several years. And, of course, there's ups and downs. Algorithm changes different competitors. Go in and out of the market but consistently staying in top top three, top 5 positions for the cluster, keyworth Rod, kids usually really care about Traffic as well, you know, we're all interested in at least at McAfee. We're strongly into the globalization and the localization. I like to say, we do globalization through localization. So

I'm focused on having a managers in different regions around the world and to to do that to do that kind of an effort. You need tools that can give you a global traffic data so that I can see you which countries and improve, which countries are declining in. And look at the localization efforts in each of those countries to see how I can improve conversion. And so, it was like, conductor are necessary for a disc Global kind of you a lot. The other tools are mostly us. Don't have a way to display that kind of data.

So I think that's really exciting about the conductor. Thank you all so much. This was an amazing conversation today. I think we get a really highlighted that I see you. Truly is a team sport, requiring buying. If so many different teams in parts of the organization, and to thank you again just for your valuable insights and 4-channel, as well as dependency 3 in general. We're really excited to see the ongoing success of your SEO programs, and your personal success as well. So, thank you again.

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Jonathan Bleier
Kristi Dillman
Rob Ramirez
Kristen King