CASE STUDY Developing SEO Governance Overview After an initial site migration project, the Smartwool team was looking for recommendations to improve their brand awareness and product offerings. They knew their site needed SEO improvements but did not have the bandwidth to devote to this initiative. Smartwool turned to the Blast Analytics and Marketing team of expert Search Engine Optimization (SEO) consultants for fresh ideas. Challenge In addition to the new site platform and bandwidth challenges, cross team collaboration is needed for SEO recommendation approvals and implementation. These decisions can affect multiple aspects of product marketing, and the multiple Smartwool teams were siloed, focusing on their respective disciplines. Solution The SEO partnership began by

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