Search is a channel that can’t live in a silo. In order to be its most effective, search teams have to collaborate successfully across paid, organic, content and more. Get tips for integrating and collaborating from the hard knocks and learnings of merging an organic, paid and performance content team into one Discoverability group. Find out how we went from three teams of individual experts to one integrated Discoverability powerhouse, and learn from our mistakes and wins as you apply the principles in your own company.

1. BUILDING A
DISCOVERABILITY
POWERHOUSE
Lessons From Merging Organic Search, Paid Search & Performance Content
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2. JAN. 2018
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3. A FEW OF
OUR CLIENTS
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4. “YEAH, WE TOTALLY
COLLABORATE!”
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5. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM

6. 2017 2018
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7. Paid Media
& Display
Social
Media
Public
Relations
Organic
Search
Connections
Department
Paid Search
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8. Paid Media
& Display
Social
Media
Discoverability Public
Relations
Organic
Search
Connections
Department
Paid SearchPerformance
Content
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9. NOW WHAT DO
WE DO?
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10. INTERDISCIPLINARITY
/in(t)ərˌdisəpləˈnerədē/
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11. neuroscience
biochemistry
cybernetics
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12. COMPLEMENTARITY
PAID
SEARCH
ORGANIC
SEARCH
PERFORMANCE
CONTENT
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13. PAID
SEARCH
INTERDISCIPLINARITY
ORGANIC
SEARCH
PERFORMANCE
CONTENT
Hello,
competitive
advantage!
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14. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM

15. OBSTACLES TIPSWINS
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16. TOUGHEST LESSONS
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17. FROM SAYING IT
TO DOING IT
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18. RISK OF BECOMING
LESS AGILE
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19. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM

20. NEGOTIATING ROLES
& DEFENDING TURF
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21. MERGING
PROCESSES
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22. CHANGE
FATIGUE
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23. BIGGEST GAINS
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24. CROSS-SELLING
& UP-SELLING
Revenue
2014 2015 2016 2017 2018 2019 (Projected)
Organic Search Paid Search Performance Content
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25. CROSS-SELLING
& UP-SELLING
16%
35%
49%
Just One Team
Two Teams
All Three Teams
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26. SPEED & SCALE
REACH NEW LEVELS
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27. KNOWLEDGE SHARING
BECOMES SECOND NATURE
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28. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM

29. A HOLISTIC APPROACH
EMERGES
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30. TRUST & VISIBILITY
INCREASE
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31. NEW CAPABILITIES
EMERGE AT INTERSECTIONS
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32. @HEATHERPHYSIOC // @VMLYR // #SEARCHLOVE // SEARCHLOVE.VMLYRCONNECT.COM

33. HOW YOU CAN DO
IT, TOO
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34. BUILDING THE WORLD’S MOST
CONNECTED BRANDS STARTS
WITH CONNECTED TEAMS.
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35. ANNOUNCE CHANGE
QUICKLY
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36. INTRODUCE & IMMERSE
IMMEDIATELY
Download a
sample
agenda!
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37. Download a
sample
agenda!
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38. IMPLEMENT CHANGE
JOINTLY & STEADILY
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39. NO PROCESS IS
PRECIOUS
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40. CROSS-TRAIN
TO BUILD ADVOCACY
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41. PRODUCTIZE
SERVICE OFFERINGS
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42. Ecomm Roadmap Ecomm Content Planning Content Development
Organic Search
Assessment
Performance Content
Audit
Variant Mapping
Brand Store Strategy
Basic Content
Basic Imagery
Search Primer
Enhanced Content
Keyword Research
Paid Placement
SKU/UPC Prioritization
Product Bid Strategy
Placement ROAS
OUR APPROACH TO
ECOMMERCE DISCOVERABILITY
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43. RECOMMEND & REPORT
TOGETHER
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44. MONTHLY ACCOUNT
STRATEGY SESSIONS
Download a
discussion
guide!
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45. BUILD A
NETWORKED TEAM
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46. CREATE A CULTURE OF
FEEDBACK
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47. MARKET COLLABORATIVE
SUCCESSES
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48. SIT TOGETHER
WHENEVER POSSIBLE
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49. BIG TAKEAWAYS
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50. THE COMPETITIVE
ADVANTAGE IS REAL
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51. THE CULTURAL SHIFT
IS WORTH IT
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52. IF IT WERE EASY,
EVERYONE WOULD DO IT
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53. THANK YOU
➔ SEARCHLOVE.VMLYRCONNECT.COM
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54. THANK YOU
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