What I thor­ough­ly love about Search Dis­cov­ery is the true inte­gra­tion our teams have across a client engage­ment from sales to plan­ning, strat­e­gy, exe­cu­tion and mea­sure­ment.  Agen­cies always pitch the idea of inte­gra­tion but Search Dis­cov­ery ACTUALLY has it work­ing like a well-oiled machine.

Search Discovery Integrated Team Planning

In an inte­grat­ed client team hav­ing col­lab­o­ra­tive team meet­ings, mea­sure­ment and plan­ning is cru­cial but the eas­i­est step you can take to begin work­ing bet­ter togeth­er.  SEO and Media teams pos­si­bly have dif­fer­ent client con­tacts how­ev­er the main client may need to hear the aggre­gate sto­ry so make it work with both clients with­out adding an addi­tion­al meet­ing.

Inte­gra­tion is vital to suc­cess in today’s dig­i­tal ecosys­tem.

  • Con­tent, Social and SEO go hand in hand and sup­ports new ways for con­sumers to engage with your brand.  This is why Search Discovery’s SEO prac­tice is not only tech­ni­cal­ly awe­some at code based rec­om­men­da­tions and mon­i­tor­ing algo­rithm trends, but we also have a kick ass con­tent mar­ket­ing and strat­e­gy lay­er built in to be a full-pow­ered mighty machine of excel­lence.
  • And Paid Media can dri­ve peo­ple to those con­tex­tu­al (and opti­mized) expe­ri­ences via Search, Social or Dis­play
  • Mea­sure every­thing across chan­nels and cam­paigns but have mean­ing­ful data to pull out action­able insights and trends

To be suc­cess­ful in the above view, being struc­tured in silos at an agency or work­ing with mul­ti­ple agen­cies is doable but cer­tain­ly adds a lot of addi­tion­al coor­di­na­tion to ensure a brand mes­sage is con­sis­tent across chan­nels and every­one is work­ing with an inte­grat­ed strat­e­gy (many call this agency “co-ope­ti­tion”).   Agen­cies will always remain on guard and nev­er show their entire hand and there­fore inte­gra­tion is nev­er its’ fullest.  Con­sol­i­da­tion of paid media, SEO and ana­lyt­ics is cru­cial for teams to com­mu­ni­cate, learn, share, exe­cute, plan and strate­gize togeth­er.   Search Dis­cov­ery is not only con­sol­i­dat­ed in these areas of excel­lence but also very inte­grat­ed in our day-to-day busi­ness.  Our clients like the ROI and we like being able to share in-per­son high-fives upon see­ing suc­cess of their inte­grat­ed approach.

An exam­ple of how inte­gra­tion dri­ves suc­cess is shown in our work with Atlanta Bal­let.  The Nut­crack­er pro­gram is the biggest per­for­mance (and cam­paign) of each sea­son.   Our team:

  • Designed and opti­mized a new respon­sive design site www.atlantaballet.com(Cre­ative, SEO)
  • Man­aged and exe­cut­ed a tar­get­ed paid media cam­paign and drove scale through new place­ments at strate­gic times and enabled pre & post show engage­ment through social media to extend the con­ver­sa­tion (Media, Social)
  • Ongo­ing A/B test­ing of dis­play media cre­ative and site assets to strength­en per­for­mance (Cre­ative, Ana­lyt­ics, Media)
  • Pro­gram analy­sis and imple­ment­ing test and learn strate­gies drove fur­ther per­for­mance enhance­ments (Ana­lyt­ics, Media)

RESULTS:

  • The site redesign and SEO has helped dri­ve an increase in site vis­its 51% and report­ing a 163% increase in mobile vis­its the first quar­ter in mar­ket
  • The past two years Search Dis­cov­ery has helped Atlanta Bal­let exceed their goals and dri­ve year over year tick­et rev­enue gains for the Nut­crack­er

By Lind­say Blanken­ship

@lcblankenship