Educating the ruling class at ses chicago 2012

Educating the Ruling Class By: Aaron Friedman SEO Manager, SPARK 1 For SES Chicago 2012 @aaronfriedman

And you want SEOTHE RULINGCLASS? 2 @aaronfriedman

These Guys? 3 @aaronfriedman

Who Am I?I Am Aaron FriedmanSEO Manager at Spark CommunicationsConnect @ aaronfriedmanBlog: http://digitalhighrise.com 4 @aaronfriedman

I Have Screwed Up A Lot 5 @aaronfriedman

Dear Business Owner, And you want SEOSo You Have aWebsite… 6 @aaronfriedman

And you want SEOAND YOUWANT SEO 7 @aaronfriedman

And you want SEOAND YOUWANT FACBOOK 8 @aaronfriedman

And you want SEOAND YOUWANT TWITTER 9 @aaronfriedman

And you want SEOAND YOUWANT ALL THE THINGS 10 @aaronfriedman

WHY?11 @aaronfriedman

Is it to show up higher than the competition? Bing On Google????12 @aaronfriedman

To “Increase Followers” or “Engage in Conversations With Customers”? 13 @aaronfriedman

These Are Not Good Reasons 14 @aaronfriedman

WHY DO YOUNEED SEO?WHY DO YOUNEED SOCIAL? http://www.funelf.net/photos/I-found-it!.jpg 15 @aaronfriedman

Are You Prepared For This? 16 @aaronfriedman

How About All This? 17 @aaronfriedman

Do You Realize That Your Teams Are Divided? 18 @aaronfriedman Image Source: http://www.fanlala.com/files/imagecache/photo/gallery/42263/team-jacob-vs-team-edward.jpg

This Is Your Companies Org Chart And You Think You Are In Charge 19 @aaronfriedman

Guess What Probably never thought you would hear an agency guy say this, but SEO might not be for you (at least right now) 20 @aaronfriedman

NOBODY LISTENS! They downright ignore EVERYTHING I say… It Totally Sucks! 21 @aaronfriedman

THIS IS HOW I FEEL 22 @aaronfriedman

IT Pushback “Our queue is 3 months long” “We have no bandwidth” “We are already doing SEO” “Sure thing” (blatantly ignored) 23 @aaronfriedman

Legal Pushback“We need legal review”(2 months later)“We can’t say that”“We can say that, except change all thewords” 24 @aaronfriedman

Branding Teams Pushback“We make bicycle stabilization andtraction surfaces, not tires”.“Sorry, that keyword doesn’t work withthe messaging”http://stevesagjournal.com/wp-content/uploads/2011/02/brand_identity.jpg 25 @aaronfriedman

General Content Confusion“Too much content to keep track of”“Content is useless”“Not enough content beinggenerated”http://im.myincredible.com/wp-content/uploads/2011/03/1-content-is-king.jpg 26 @aaronfriedman

I GIVE UP!27 @aaronfriedman

NOT SO FAST! SEO Can Rule The Organization Business owners need to realize that this is not magic 28 @aaronfriedman

WHO IS THE RULING CLASS?Image Source:http://www.flickr.com/photos/hodolomax/3 Definition: The Class of People Exerting Power or Authority688031170/ 29 @aaronfriedman

SEOs,SOMETIMES… 30 @aaronfriedman

… NEED TO SHAKETHINGS UP 31 @aaronfriedman

SEO’s are in agreat position to changeorganizations 32 @aaronfriedman

WHY DO YOU NEED SEO? YOU DON’T! WHY DO YOU NEED SOCIAL? 33 @aaronfriedman

WHATYOUNEEDISTo…Build Another Lead Generation Channel 34 @aaronfriedman

WHATYOUNEEDISTo…Increase Brand Awareness & Reputation 35 @aaronfriedman

WHATYOUNEEDISTo…Strengthen Specific Marketing Campaigns 36 @aaronfriedman

YOU ALSO NEED TO…Shorten Your Sales Cycle 37 @aaronfriedman

YOU ALSO NEED TO…Increase Overall Customer Satisfaction 38 @aaronfriedman

Which CAN Be SEO & Social 39 @aaronfriedman

But CAN Also Be SEOs Are Just Positioned Well For ThisImage source: http://www.seomoz.org/blog/inbound-marketing-is-taking-off 40 @aaronfriedman

Search Engines Have Evolved The Same Stuff Doesn’t Work 41 @aaronfriedman

OLD SCHOOLSEO• Keywords• Alt Attributes• H tags• More Keywords• Links Image Source: http://cdn.seomoz.org/img/upload/mockup(2).png 42 @aaronfriedman

This is SEO WHAT WHATThis is USER IS THEWhere LOOKING PAGEYOUWIN FOR DELIVERSIdea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-beyond-whiteboard-friday 43 @aaronfriedman

NEW SCHOOLSEO• Personalized• Image• Rich Snippets• News• Video• Shopping 44 @aaronfriedman

Future School SEOEngines are creating something separate from their text index thatconsists of entities and attributes… 45 @aaronfriedman

Verbs Action Attribution Frictionless Sharing https://developers.google.com/+/api/latest/activities http://ogp.me/ 46 @aaronfriedman

THESE ARE ALL ENTITIES 47 @aaronfriedman

Wait, That’s A Lot of Stuff 48 @aaronfriedman

REMEMBER OUR FRIENDS IN IT LEGAL BRANDING and CONTENT? 49Image Source: http://www.lonniehuntermusic.com/wp-content/uploads/2012/04/woman-remembering1.jpg @aaronfriedman

Start To Win Them Over One By One 50 @aaronfriedman

Connect with them. Find Common Ground Geek About Their things… Not just SEOImage Source: http://selfexceed.com/wp-content/uploads/2012/07/Worry-free-268x300.jpg 51 @aaronfriedman

How About Coffee? 52Image Source: http://www.adderworld.com/blog1/wp-content/uploads/2012/04/CoffHap.jpg @aaronfriedman

What is impending this from working? 53 @aaronfriedman

Let Me HELP YouBuild SEO Into YourContent Strategy Image Source: http://family.go.com/images/cms/parenting/man-girl-chore- photo-240x240-j-5295467.jpg 54 @aaronfriedman

Ask Them... • How Do You Use The Web? • What Keywords are important to you? • What Areas Do You Need Help In? • Where Do You See Competitors Beating You?Image Source:http://loyolagreyhound.com/polopoly_fs/1.1771286.1289490016!/image/1708218709.jpg 55 @aaronfriedman

So Business Owner, And you want SEOYou WantAll Those Things? 56 @aaronfriedman

Then Please, Lets Unite Your Organization. 57 @aaronfriedmanImage Source: http://www.post-gazette.com/stories/life/pittsburgh-rides/pittsburgh-rides-traveling-or-a-journey-268449/

Lets Create an Integrated Creative Marketing Strategy• Designers: Ensure that creative and usability Marketing Copywriters are inline with user queries. Strategy• Copywriters: Optimize content and SEO recommend new, trending opportunities• Developers: Optimize code. Inform Meta Data.• PR and Media: SEO friendly press releases, PR & Media Developers social media, and other forms of outreach Partnerships• Marketing Strategy: Support messaging, especially in digital space 58 @aaronfriedman

And you want SEOBecause The ReturnIs Well Worth It 59 @aaronfriedman

Aaron FriedmanSEO Manager at www.digitalhighrise.com aaron.friedman@sparksmg.com @aaronfriedman + 60 @aaronfriedman

Thanks! 61 @aaronfriedman

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Educating the ruling class at ses chicago 2012

by Aaron Friedman on Nov 30, 2012

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Educating the ruling class at ses chicago 2012 Presentation Transcript