For this blog I thought I’d do something a little different and give you all a glimpse into the mythical world of online search and tell you a bit about how we operate here at WCR. At White Chalk Road we do things a little differently to most digital agencies. Our team of search marketing managers are not only client relationship managers, we are also responsible for implementing all technical SEO and content marketing strategies. Unlike some of the bigger agencies, our Search Marketing Managers have a small portfolio of 10 to 14 clients so we can be completely across all our accounts. We like to think of ourselves as an extension of our clients marketing team and focus on getting to know them and their business objectives – this way can we start doing our magic and focus on getting results and ultimately seeing a profitable ROI.
What does a WCR Search Marketing Manager actually do?
One of the best things about my job is that no two days are ever the same and working in an industry like SEO, where things change so rapidly, you really have to be on your toes. It’s hard to explain what makes up a typical a day as they are so varied but here's a snapshot of some tasks we perform on a regular basis:
This is first and foremost priority for us. Yes, we come in, check and reply to emails every morning but it’s much more than that. We don’t like to be reactive in responding to queries and issues, we like to keep ahead of the curve, be proactive, and keep our clients up to date on any new initiatives or products that have come on the market, as well as letting them know about any major changes in the Google algorithm which may affect their results. Communication is key to a good working relationship which is why we encourage our clients to treat us as a team member and not be afraid to consult with us, pick our brain and also let us know about any changes that have been happening within their business.
Content Content Content
It comes as no surprise that content takes up a significant part of our roles. It all starts with a content strategy that we prepare for our clients on a 6-12 month basis. At the beginning of every month we’ll brief our copywriting team on the content we have planned and this will be placed either onsite or offsite. As we’re only a small team, Search marketing managers also get their fingers dirty and pen a few onsite articles or web pages themselves. We also optimise any content that clients send us to be uploaded or outreached to other websites.
We know that we create top notch content, but what do we do with it once it’s written? At WCR we’re always on the lookout for great placements, so we use a number of tools and a library of contacts to search out and find some great spots for our client’s content. Effective communication with our clients is also vital as they help us build fruitful relationships with relevant publications. We are always searching for new link building ideas and also spend time monitoring existing links in order to correct issues in our client’s backlink profile.
Education is Key
It’s true that every day is a school day at White Chalk Road. We all spend a portion of our day reading and digesting industry blogs and reaching out to other SEO’s for advice and support. This is a vital part of our role as the world of online marketing changes at such a rapid rate, we need to stay well-informed of any major algorithm changes and new SEO techniques. We read popular industry blogs such as Moz or Search Engine Land and have regular meetings with our Google account managers where they will keep us up to date with all the new products & services. We also hold a weekly team meeting where we all get together to share ideas and methods that we’ve found helpful – sharing is caring after all!
Monitoring Rankings, Traffic, and Conversion Rates
This important task is done using a number of tools. It’s important that we get a good overall picture of how your website is tracking holistically. A downturn in rankings might not be as disastrous as one might think if traffic and conversions haven’t been affected. It’s a minefield of data and it’s our job to read and analyse this data and make decisions based on these figures.
We are constantly working on improving a client’s onsite optimisation, this is an evolving job that will grow as the website grows. The Search Marketing Managers might edit some meta data, add ALT text to images, create some schema mark up for a new blog article or tweak some URL’s – but to name a few. Making small channges like these can make a huge difference to rankings so are worth testing out. Once we’ve made these changes it’s important to monitor and make an informed decision on any changes that occur after implementation.
Often we request that our clients make multiple changes to their website code and/or structure. This means that third parties, such as their web developer or design agency, need to get involved in the process. We take all the pressure off the client and deal directly with the agency (keeping the client informed at all time). All of our OMM’s are across the most popular content management systems and can talk tech with developers on your behalf.
Not only do we specialise in search engine optimisation we also do a pretty good job at Google AdWords too. We are one of only a small number of Google Partners in Perth and all the Search Marketing Mangers at WCR are Google AdWords accredited (meaning we’ve all sat and passed the exams). We offer services across the board from search to video and shopping. We spend time everyday monitoring and tweaking our client AdWords accounts to make sure they are performing according to their marketing objectives.
There are, of course, many many other technical tasks that we perform regularly - too many to go into here but I hope this gives you a better insight into what we do here at White Chalk Road. Whether you’re an existing or potential client wondering what your hard earned cash pays for at WCR or if you are thinking about getting into the industry, I hope this has helped to shed some light on the role of an Search Marketing Manager. Feel free to get in touch with our team if you have any questions.
By Kate Black.