How Dog Whisperer Cesar Millan Learned New Tricks for His Website Sometimes, paid SEO marketing vehicles aren't enough.

In advance of Cesar Millan's website relaunch this past summer, Dave Rogers, vice president of digital for the famed dog whisperer's Los Angeles-based multimedia empire, wanted to ensure that the site's legacy SEO didn't suffer during the transition. The Millan brand had plenty to bark about, with more than 8 million followers on Facebook and the popular Cesar 911 TV series.

But an audit of cesarsway.com, which sells pet products, books and DVDs and offers a wealth of pet-related information, showed that SEO issues weren't the site's biggest concern. Rather, it was suffering from a lack of focused content that, according to Rogers, kept it from delivering on its revenue potential.

The challenge for Rogers and managing editor Rosalia De Azevedo was to find a tool to help leverage their content across multiple digital channels to engage visitors at various points in the purchasing journey. The duo realized that this fix went beyond well-trod paid SEO marketing vehicles to a broader content optimization approach called web presence management, or WPM.