The biggest obstacle with actually integrating SEO activities with other business functions is that SEO people don't talk to other teams enough.
This isn't as harsh a criticism as it first sounds -- we're all busy in agencies and passionate about the subject and clients. Time is at a premium. So it isn't as easy as just saying that SEOs are antisocial hermits tucking themselves away in corners.
Good SEO doesn't happen in a vacuum, as we all know. There are many ranking factors that are specifically aimed at ensuring SEO happens as part of a natural online marketing presence and not just a focus on the one goal of getting traffic from Google.
Happily, there is a big plus side to this for digital agencies, as a good display campaign, affiliate campaign, and social media campaign will all help your SEO progress for a range of reasons. Here's a quick list of considerations for SEO teams.
Speak to Your Display Team
Always try and negotiate content hosting arrangements with media buys. If you're buying banner ads on a site, then see if they will also host press releases or product reviews with backlinks.
Alternatively, ask your display/media team for their list of contacts at key industry sites and see if you can negotiate a deal separately.
Finally, see if you can put clean links within display ads so that all ad placements pass direct value back to the client's site.
Speak to Your Affiliate Team
If you're running a good affiliate campaign, see if you can negotiate clean links or content hosting alongside your affiliate links. Some sites already add a clean link as well as a standard affiliate link as a matter of course.
See if you can get a list of affiliate contacts and negotiate deals to put useful content on their sites -- good quality product reviews, for example, can be of real interest.
Speak to Your Social Media Team
It may be jumping the gun slightly, as there is no conclusive data or any confirmation from Google, but I'll join the ranks of SEOs already going with this. A well-run social media campaign will have SEO benefits. If you can get people talking about your special offers on LCD TVs for the World Cup, then you will rank better for related keywords.
One of the benefits of a well-run social media campaign is that key influencers will be identified and directly engaged. Get your social media team to help you out by trying to get that all-important content onto the key blogger sites.
These are some simple solutions to the age-old problem of getting links from important and relevant sites. And remember, if you're extra charming, you might even get other teams to get those links for you -- double whammy!
Join us for SES Toronto June 9-11, 2010 at the Hyatt Regency Toronto. The event will be packed with sessions covering topics such as PPC management, keyword research, SEO, social media, local, mobile, link building, duplicate content, multiple site issues, video optimization, site optimization, usability and more while offering high-level strategy, big picture, keynotes, an exhibit floor with companies that can help you grow your business, networking events, parties and more.