Range Online Media: Plays Well With Others

by Blake Suggs on 04/29/2009 at 5:18 pm in Online Strategies, PPC, SEO

I’d like to tell a little story about integration.  Now I know many of you are already rolling your eyes at the sight of what is undoubtedly a buzzword: integration.  Trust me though…this is a good story.

One of our travel clients recently signed on with us to do SEO.  Now keep in mind that this particular client has a very well-established brand and secure market position, so we were going to have to bring EXTRA big value to the table.  Our task from the outset was clear: take SEO and “integrate” it with all other site initiatives to give our client the biggest bang for their buck.  To be fair, the client-side team is excellent and was instrumental in getting this done.  As such, RANGE can’t take all the credit—“Other site initiatives” included copy updates, new page design/implementation and many other projects not strictly related to SEO (rankings and traffic).  Regardless, we knew they were related in this particular situation, and we had to find a way to manage all of them together.

Basically, we got together via the magic of a conference call and divided the labor between the design/copywriting team, the client-side web designers, the client’s account team at Range and Range’s SEO department. We established up front a communication channel and schedule, broke the project up in phases and then got to work.

It sounds pretty intuitive, but the results were almost instant.  Not only did the set-up allow for easier communication between the parties involved, but more importantly it also resulted in better work.  Every design project was SEO-friendly…every SEO project was design-friendly.  As we move ahead into the second quarter of this year, things are rolling along nicely, and the client feels their money is well-spent.  Credit is due all around, but from the RANGE and client side, everyone has just been phenomenal.

So the next time you’re at a loss as to how to position SEO effectively within a larger organization, take it from me, integration can make your life a whole lot easier.