Because the rules of SEO have changed in the past 6-18 months, especially with the release of algorithms such as Panda and Penguin, as digital marketers we now have to think broader about how our work affects the other parts of the marketing ecosystem. Like Hugo said in his recent post:
…[W]hat I didn’t realize at the time was how this relatively small sharing gesture would result in a significant surge in collaboration, implementation, and general advocacy on the part of this particular division. In fact, the amount of effort and emphasis that this group provided extended beyond SEO and into one of the other channels that I manage.
And the result has been obvious lift in ROI for both of these channels as well as a much stronger sense of rapport between my team and this parallel business group.
Being in New York City, I’ve had the fortune to be able to go work onsite with a few of my clients. This has afforded me to the opportunity to get to know all of the employees as friends (we’ve been working together for over 6 months now), which is a greatly underestimated competitive advantage when working with a consultant. Couple people who are motivated, talented, and smart with mentors who are experts in their fields, and all of a sudden you have a very formidable company pushing flywheels that are all pushing a larger company flywheel. Continue Reading…