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

evolvedigitallabs.com

!1
Pardon me, but I need something in the range of 30
seconds - 20 minutes to collect myself. 

I am a bit nervous. 

You see...
Pardon me, but I need something in the range of 30 seconds - 20 minutes to collect myself. I am
a bit nervous. 


You see,...
“People don’t want to buy a quarter-inch drill.
They buy a quarter inch hole.”

A quote refined by Theodore Levitt.
what a difference a
year makes?
ONE YEAR AGO
iacquire.com/blog/everybodys-trying-to-give-a-ted-talk-the-shift-from-tactics-to-strategy-in-seo/
iacquire.com/blog/everybodys-trying-to-give-a-ted-talk-the-shift-from-tactics-to-strategy-in-seo/
by Michael King
LET’S GO.
SWOT
quick look at the SEM Industry

s	

w

o

t
SWOT
quick look at the SEM Industry

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

	

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

S

o

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

s	

w

commodity.
Where does that leave us?
IS SEO IN TROUBLE? OR DEAD?
why keywords are
gone.
Google Inc.
Form 10-Q
For the Quarterly Period Ended September 30, 2013
http://www.worldwidewebsize.com/
90% of my inventory is worthless to half
of my audience. !
!

(mobile)
So if keyword data isn’t an issue….
Three Core Industry Issues

1

The gap in digital IQ && business acumen.
The gap in digital IQ business acumen.

2

We are...
Three Core Industry Issues

1

The gap in digital IQ & business acumen.

2

We are an industry of conduit.

3

We are in t...
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 ...
!

POPPYCOCK. RUBBISH. BALDERDASH.
Three Core Industry Issues

that make search engine marketing very difficult.

1

The gap in digital IQ & business acumen.
...
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.
!

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 .
Three Core Industry Issues

that make search engine marketing very difficult.

1

The gap in digital IQ & business acumen.
...
Charles Revson “In the factory we make cosmetics.
…..In the stores we sell hope.”!
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 ? 

!
RCS, YES.

REAL !
CUSTOMER!
STUFF
companies have two jobs

Innovation

we are here

Marketing

!41
New Strategic Framework
A S S E T S . I N C O M E . I N V E S T M E N T.
1

The gap in digital IQ & business acumen.

CLOSE THE GAP
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.
U S E F U L . VA L U A B L E .

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

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

Q U A L I T Y.
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...
these things make us successful.
2

We are a profession of keyword or data conduits.

REVENUE CONDUIT
Income!
noun!
! 1.!Money that an individual or business
receives in exchange for providing a good or
service.
How every business grows.
income from assets.

$

Payment for goods or services.

-

$
Money to keep or invest.
$
Cost of ...
RANKINGS DO NOT EQUAL REVENUE.
Rankings do not equal revenue.
they are a significant part of the equation, but just the start.

Before

After

Traffic Driv...
Measure & Report
On Revenue.
Measure & Report
Customer Behavior.
Measure & Report
In SERPS.
Measure & Report!
In SERPS.

You are managing an expense.
Measure & Report!
Customer Behavior.

You are validating opportunity.
Measure & Report!
On Revenue

You are participating in a!
revenue or profit center.
3

We are in the wrong business.

THE GETTING
CUSTOMERS
BUSINESS.
invest!
verb!
1.expend money with the expectation of achieving a
profit or material result by putting it into financial
sche...
• http://home.earthlink.net/~ralphcooper/

pimagz20.htm

E X P E C TA T I O N
skydiving.com/history-of-skydiving.php
Customer.

Colleague.
30%

of the search engine
opportunity is our most
valuable customer, how
can we make that
transaction easier or
experience...
What would it be worth if we answered this question
better than anyone else?
“THE RICH
INVEST IN
TIME,
!

THE POOR
INVEST IN
M O N E Y. ”

Warren Buffet
Photo by Mark Seliger for TIME
10%

of our time is dedicated to
our most valuable
customer, how can we
make that transaction
easier or experience
better?...
What would it be worth if we solved this problem better
than anyone else?
THANK YOU DALLAS, VERY MUCH.
@derekmabie!
derekm@evolvedigitallabs.com

!
Derek Mabie, State of Search 2013 - "What a Difference a Year Makes: Search Strategies, TED Talks and Tactics"
Derek Mabie, State of Search 2013 - "What a Difference a Year Makes: Search Strategies, TED Talks and Tactics"
Derek Mabie, State of Search 2013 - "What a Difference a Year Makes: Search Strategies, TED Talks and Tactics"
Derek Mabie, State of Search 2013 - "What a Difference a Year Makes: Search Strategies, TED Talks and Tactics"
Derek Mabie, State of Search 2013 - "What a Difference a Year Makes: Search Strategies, TED Talks and Tactics"
Derek Mabie, State of Search 2013 - "What a Difference a Year Makes: Search Strategies, TED Talks and Tactics"
Derek Mabie, State of Search 2013 - "What a Difference a Year Makes: Search Strategies, TED Talks and Tactics"
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Derek Mabie, State of Search 2013 - "What a Difference a Year Makes: Search Strategies, TED Talks and Tactics"

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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

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Transcript of "Derek Mabie, State of Search 2013 - "What a Difference a Year Makes: Search Strategies, TED Talks and Tactics""

  1. 1. What A Difference A Year Makes: Search Strategies, TED Talks, & Tactics by Derek Mabie 11-18-13 evolvedigitallabs.com !1
  2. 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:
  3. 3. 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. 4. “People don’t want to buy a quarter-inch drill. They buy a quarter inch hole.” A quote refined by Theodore Levitt.
  5. 5. what a difference a year makes?
  6. 6. ONE YEAR AGO
  7. 7. iacquire.com/blog/everybodys-trying-to-give-a-ted-talk-the-shift-from-tactics-to-strategy-in-seo/
  8. 8. iacquire.com/blog/everybodys-trying-to-give-a-ted-talk-the-shift-from-tactics-to-strategy-in-seo/ by Michael King
  9. 9. LET’S GO.
  10. 10. SWOT quick look at the SEM Industry s w o t
  11. 11. SWOT quick look at the SEM Industry It works. We blend data and creativity.
  12. 12. SWOT quick look at the SEM Industry influence much, much more.
  13. 13. SWOT quick look at the SEM Industry S o we are myopic. at the mercy of the engines.
  14. 14. SWOT quick look at the SEM Industry s w commodity.
  15. 15. Where does that leave us?
  16. 16. IS SEO IN TROUBLE? OR DEAD?
  17. 17. why keywords are gone.
  18. 18. Google Inc. Form 10-Q For the Quarterly Period Ended September 30, 2013
  19. 19. http://www.worldwidewebsize.com/
  20. 20. 90% of my inventory is worthless to half of my audience. ! ! (mobile)
  21. 21. So if keyword data isn’t an issue….
  22. 22. 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.
  23. 23. 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.
  24. 24. 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 .
  25. 25. ! POPPYCOCK. RUBBISH. BALDERDASH.
  26. 26. 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.
  27. 27. 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.
  28. 28. ! 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 .
  29. 29. 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.
  30. 30. Charles Revson “In the factory we make cosmetics.
  31. 31. …..In the stores we sell hope.”!
  32. 32. 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 ? !
  33. 33. RCS, YES. REAL ! CUSTOMER! STUFF
  34. 34. companies have two jobs Innovation we are here Marketing !41
  35. 35. New Strategic Framework
  36. 36. A S S E T S . I N C O M E . I N V E S T M E N T.
  37. 37. 1 The gap in digital IQ & business acumen. CLOSE THE GAP
  38. 38. 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.
  39. 39. U S E F U L . VA L U A B L E . THING.
  40. 40. U S E F U L . VA L U A B L E . PERSON.
  41. 41. U S E F U L . VA L U A B L E . Q U A L I T Y.
  42. 42. 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
  43. 43. these things make us successful.
  44. 44. 2 We are a profession of keyword or data conduits. REVENUE CONDUIT
  45. 45. Income! noun! ! 1.!Money that an individual or business receives in exchange for providing a good or service.
  46. 46. How every business grows. income from assets. $ Payment for goods or services. - $ Money to keep or invest. $ Cost of goods or services. =
  47. 47. RANKINGS DO NOT EQUAL REVENUE.
  48. 48. 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.
  49. 49. Measure & Report On Revenue. Measure & Report Customer Behavior. Measure & Report In SERPS.
  50. 50. Measure & Report! In SERPS. You are managing an expense.
  51. 51. Measure & Report! Customer Behavior. You are validating opportunity.
  52. 52. Measure & Report! On Revenue You are participating in a! revenue or profit center.
  53. 53. 3 We are in the wrong business. THE GETTING CUSTOMERS BUSINESS.
  54. 54. 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.
  55. 55. • http://home.earthlink.net/~ralphcooper/ pimagz20.htm E X P E C TA T I O N skydiving.com/history-of-skydiving.php
  56. 56. Customer. Colleague.
  57. 57. 30% of the search engine opportunity is our most valuable customer, how can we make that transaction easier or experience better? !64
  58. 58. What would it be worth if we answered this question better than anyone else?
  59. 59. “THE RICH INVEST IN TIME, ! THE POOR INVEST IN M O N E Y. ” Warren Buffet Photo by Mark Seliger for TIME
  60. 60. 10% of our time is dedicated to our most valuable customer, how can we make that transaction easier or experience better? !67
  61. 61. What would it be worth if we solved this problem better than anyone else?
  62. 62. THANK YOU DALLAS, VERY MUCH. @derekmabie! derekm@evolvedigitallabs.com !
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