Competition and costs are on the rise in the Search Engines, with little signs of change. Search experts are asked to deliver more value and take on a larger percentage of customer acquisition and influence. These request are not easy for a young and inexperienced industry. Website: evolvedigitallabs.com Facebook: facebook.com/EvolveDigitalLabs Twitter: twitter.com/evolvedigitally LinkedIn: linkedin.com/company/evolve-digital-labs

1. What A Difference A Year Makes:
Search Strategies, TED Talks, & Tactics
by Derek Mabie 11-18-13
evolvedigitallabs.com
!1

2. Pardon me, but I need something in the range of 30
seconds - 20 minutes to collect myself.
I am a bit nervous.
You see, about a year ago, I was challenged and
changed.
I want to share a bit with you, today. This presentation
has two options:

4. Pardon me, but I need something in the range of 30 seconds - 20 minutes to collect myself. I am
a bit nervous.
You see, about a year ago, I was challenged
and changed.
I want to share a bit with you, today. This presentation has two options:

5. “People don’t want to buy a quarter-inch drill.
They buy a quarter inch hole.”
A quote refined by Theodore Levitt.

6. what a difference a
year makes?

7. ONE YEAR AGO

8. iacquire.com/blog/everybodys-trying-to-give-a-ted-talk-the-shift-from-tactics-to-strategy-in-seo/

9. iacquire.com/blog/everybodys-trying-to-give-a-ted-talk-the-shift-from-tactics-to-strategy-in-seo/
by Michael King

10. LET’S GO.

11. SWOT
quick look at the SEM Industry
s
w
o
t

12. SWOT
quick look at the SEM Industry
It works.
We blend data and creativity.

13. SWOT
quick look at the SEM Industry
influence much,
much more.

14. SWOT
quick look at the SEM Industry
S
o
we are myopic.
at the mercy of the
engines.

15. SWOT
quick look at the SEM Industry
s
w
commodity.

16. Where does that leave us?

17. IS SEO IN TROUBLE? OR DEAD?

20. why keywords are
gone.

21. Google Inc.
Form 10-Q
For the Quarterly Period Ended September 30, 2013

22. http://www.worldwidewebsize.com/

23. 90% of my inventory is worthless to half
of my audience. !
!
(mobile)

27. So if keyword data isn’t an issue….

28. Three Core Industry Issues
1
The gap in digital IQ && business acumen.
The gap in digital IQ business acumen.
2
We are a profession of keyword/data
conduits.
3
We are in the wrong business.
We are in the wrong business.

29. Three Core Industry Issues
1
The gap in digital IQ & business acumen.
2
We are an industry of conduit.
3
We are in the wrong business.

30. S E R P S . M O B I L E . I N T E G R AT I O N . O R G A N I C . !
I N F L U E N C E R S . R E M A R K E T. A W E S O M E .

31. !
POPPYCOCK. RUBBISH. BALDERDASH.

32. Three Core Industry Issues
that make search engine marketing very difficult.
1
The gap in digital IQ & business acumen.
2
We are a profession of keyword/data
conduits.
3
We are in the wrong business.

33. L E T G E T T H E S E R V E R WA R M E D
U P F O R T H E S E O R E P O R T.

34. !
G O L F. F L O R I D A . R E T I R E M E N T. I W A S 2 8 O N C E .

35. Three Core Industry Issues
that make search engine marketing very difficult.
1
The gap in digital IQ & business acumen.
2
We are an industry of conduit.
3
We are in in the wrong business.
We are the wrong business.

37. Charles Revson “In the factory we make cosmetics.

38. …..In the stores we sell hope.”!

39. We can just RCS this problem, right Wil?
R E A L C O M PA N Y S T U F F, R I G H T ?
!

40. RCS, YES.
REAL !
CUSTOMER!
STUFF

41. companies have two jobs
Innovation
we are here
Marketing
!41

42. New Strategic Framework

43. A S S E T S . I N C O M E . I N V E S T M E N T.

44. 1
The gap in digital IQ & business acumen.
CLOSE THE GAP

45. ASSET!
NOUN!
!
1 . ! A U S E F U L O R VA L U A B L E T H I N G , P E R S O N , O R Q U A L I T Y.

46. U S E F U L . VA L U A B L E .
THING.

47. U S E F U L . VA L U A B L E .
PERSON.

48. U S E F U L . VA L U A B L E .
Q U A L I T Y.

49. U S E F U L . VA L U A B L E .
Q U A L I T Y.
New York Yankees $228,995,945
Los Angeles Dodgers $216,302,909
Philadelphia $159,578,214
Boston $158,967,286
Detroit $149,046,844
San Francisco $142,180,333
Los Angeles Angels $142,165,250
Texas $127,197,575
Chicago White Sox $124,065,277
Toronto $118,244,039
St. Louis $116,702,085

50. these things make us successful.

51. 2
We are a profession of keyword or data conduits.
REVENUE CONDUIT

52. Income!
noun!
! 1.!Money that an individual or business
receives in exchange for providing a good or
service.

53. How every business grows.
income from assets.
$
Payment for goods or services.
-
$
Money to keep or invest.
$
Cost of goods or services.
=

54. RANKINGS DO NOT EQUAL REVENUE.

55. Rankings do not equal revenue.
they are a significant part of the equation, but just the start.
Before
After
Traffic Driving
Rankings.
BRAND TRAFFIC ONLY.
NON-BRANDED
TRAFFIC.
Conversions.
NO PROOF OF
INTEREST.
PROOF OF INTEREST.
Qualified
Leads.
LITTLE VALUE TO
COMPANY.
INCREDIBLE VALUE TO
COMPANY.
Revenue.
INVESTMENT MEETS
SCRUTINY.
INVESTMENT PRAISED.

56. Measure & Report
On Revenue.
Measure & Report
Customer Behavior.
Measure & Report
In SERPS.

57. Measure & Report!
In SERPS.
You are managing an expense.

58. Measure & Report!
Customer Behavior.
You are validating opportunity.

59. Measure & Report!
On Revenue
You are participating in a!
revenue or profit center.

60. 3
We are in the wrong business.
THE GETTING
CUSTOMERS
BUSINESS.

61. invest!
verb!
1.expend money with the expectation of achieving a
profit or material result by putting it into financial
schemes, shares, or property, or by using it to develop a
commercial venture.

62. • http://home.earthlink.net/~ralphcooper/
pimagz20.htm
E X P E C TA T I O N
skydiving.com/history-of-skydiving.php

63. Customer.
Colleague.

64. 30%
of the search engine
opportunity is our most
valuable customer, how
can we make that
transaction easier or
experience better?
!64

65. What would it be worth if we answered this question
better than anyone else?

66. “THE RICH
INVEST IN
TIME,
!
THE POOR
INVEST IN
M O N E Y. ”
Warren Buffet
Photo by Mark Seliger for TIME

67. 10%
of our time is dedicated to
our most valuable
customer, how can we
make that transaction
easier or experience
better?
!67

68. What would it be worth if we solved this problem better
than anyone else?

69. THANK YOU DALLAS, VERY MUCH.
@derekmabie!
derekm@evolvedigitallabs.com
!