When everyone works together, SEO just works
Ian Lurie Jul 11 2011
SEO works best when everyone works together: Creative, PR, social media, writers and yes, the SEO team.
I’ve preached that for years. But it almost never happens. The PR agency ignores us. The dev team smiles like they just smelled sour milk and then leaves. The branding team holds up relevant holy symbols and backs out of the room. And I spend much of my day justifying, pleading, begging and cursing my way towards an aneurysm I’ll no doubt have around age 50.
Every now and then, though it all falls into place, and you get a fantastic demonstration of just how much butt a company can kick if they get everyone working together. This is one of those times.
So I’m going to brag. Deal with it.
Last week one of our clients, Full Circle, launched their service in Boise, Idaho. They wanted to make a decent-sized splash. We wanted to start moving up in the rankings. They do organic produce delivery. It didn’t take a keyword research genius to realize we needed to rank for phrases like “Boise organic produce delivery”.
We get rolling
Full Circle and their PR agency, Brotherton Strategies, put together a press release. They wrote the press release with their audience and SEO in mind. The title fully describes the release, and there are even links:
At the same time, we created a set of dedicated Boise-related pages for their site:
Instead of making these ‘orphaned’ PPC landers, though, we connected them to the rest of the site, too. Full Circle’s team let us move around the site and add links here and there to ensure the page had parents.
I find new friends
I’ve never met 75% of the people involved with the Boise launch. But they’re all my friends forever:
- The PR agency told us when the press release would hit the wire.
- They coordinated with us regarding outreach. We contacted some bloggers and influencers, and they contacted others. We used a Google spreadsheet to track progress.
- Full Circle’s team bought a Living Social deal in Boise, timed for the launch.
- Everyone responded near-instantly regarding copy drafts, page designs and strategy.
It works! It really, really works!
A quick look at today’s rankings shows Full Circle dominating the rankings. I don’t think this’ll last—there’s some audition effect, plus the third-party pages will fall off after a while. But it’s sure a nice way to launch in a new city. Here are the rankings for “Boise produce delivery:”
And “Boise organic produce delivery:”
It was easy
Here’s the thing: With everyone in communication, working together, it was easy. OK, the Portent account manager on the project will probably club me to death for saying that. But it was fairly straightforward. Minimal drama. It seemed almost… routine. If everyone works together, SEO works, too. Imagine.
Now I’ve doomed us. I actually said that something went well. I’m knocking wood. spitting over my left shoulder, throwing salt over my right and saying kinna hurra four times. Remember, when Google suddenly adopts a “pesticides-only” policy bans all of my client because of their association with organic produce, it’s not my fault.
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More