How to Analyze Web Platforms for Sustainable SEO and Web Experiences at Scale.

December 20, 2016

If you’re invested in digital marketing channels, then you’re invested in relevancy and presence.  Digital marketing channels like paid search, seo, programmatic and social media advertising cannot succeed in a vacuum.  They can drive traffic to your site, but without a solid web experience at the core (think sites/ landing pages) that reinforce the message of value, you’re flushing money down the toilet.  It doesn’t matter if your business is a booking engine, car dealership, insurance company with affiliate agencies or a multi-store brand.

Full disclosure, I’m the CEO/ co-Founder of DevHub - a solution that helps companies roll out and scale these types of web experiences.  So, I’m clearly biased.  But I’m also highly experienced in the pitfalls and wrong turns that drive product, digital marketing and brand managers to realize web platforms like DevHub exist.  Untangling the marketing technology landscape is one of things we we do best.

Creating customized, unique content spread across thousands of pages can be a daunting task that can trip up even the most nimble marketing organization.  Finding a flexible, scalable approach to rolling out regional  sites or customized landing pages will help sustain your SEO investments.  And finding technology partners that can work with your product and development teams is key to your success..

Here are a few things to consider as you build out your strategy for rolling out landing pages, multi-store or regional sites at scale:

Integrate with Key Business Systems

Make sure the solutions you choose makes your life easier, not harder.  The platforms and strategies, you choose should be able to integrate with the foundational experience or dashboard you are logging into every day. Along with the host of related marketing tech that product managers can deploy, the last thing the PM wants is a one-dimensional product. Why not utilize best of breed tech that whole companies are built on i.e. email marketing - MailChimp, Constant Contact, etc…or CRM (name them ;)…

Painless Scaling
Make sure that scaling is easy and efficient. When you’re considering technology partners ensure that a flexible API is available to automate (at the minimum) redundant tasks.

Flexes With Your Strategy
Your client(s) make quick decisions - keep up and make sure your solution can do that too. Think through the types of mid-year/season/campaign changes you’ve seen in the past and make sure that your platform can pivot with the random client requests.

Final Thoughts
Ensure that the company you’ve committed to is evolving with you not against you. True martech and adtech partners should streamline the good work you and your team are doing. They’ll provide you a toolbox that will help you build high-quality, long-term results, rather than a wrench and a high-five.

Mark Michael DevHub’s CEO/ co-Founder is a bold entrepreneur. Born in Berkeley, CA and raised in Richland, WA. He received a Bachelor of Science degree in Strategic Marketing Relations from Central Washington University. Mark has led DevHub’s strategy from working with traditional media companies to performance marketing agencies to adtech and martech providers. DevHub - under Mark and his longtime collaborator Daniel Rust DevHub’s CTO/ co-founder are growing to include Fortune 1000 brands and agencies.