jeremiah andrick out of the  box
out of the  box <ul><li>We’ll Explore: </li></ul><ul><li>Chapter 1 | Who are these SEOs?  </li></ul><ul><li>What’s the rol...
Jeremiah who? <ul><li>College Dropout </li></ul><ul><li>Agency superstar by 19 </li></ul><ul><li>Failed Agency superstar b...
Chapter 1: Who are these SEOs?
12%
8 months
32%
Today’s SEO…. <ul><li>Marketer </li></ul><ul><li>Library Scientist </li></ul><ul><li>Information Architect </li></ul><ul><...
Today’s SEO…. <ul><li>Marketer </li></ul><ul><li>Library Scientist </li></ul><ul><li>Information Architect </li></ul><ul><...
<ul><li>Modern customer acquisition is not about &quot;search&quot; or &quot;not search&quot; it is about understanding th...
<ul><li>The time to take counsel of your fears is before you make an important battle decision. That's the time to listen ...
 
<ul><li>OK?   </li></ul><ul><li>So what is the box and how do we get out of it. </li></ul>
The 4 Big Keys to SEO <ul><li>Keywords </li></ul><ul><li>- Speak the customers language. </li></ul><ul><li>Content  </li><...
Chapter 2: Play the role of the insurgent
The insurgent <ul><li>Looks for weaknesses and exploits them </li></ul><ul><li>Builds credibility by winning hearts and mi...
 
introducing the OODA loop <ul><li>The work of John Boyd can help us to think about the practice and discipline of search e...
complexity
contradiction
ambiguity
diversity
OODA
Chapter 3: Use your super power
ATTENTION DEFICIT DISORDER <ul><li>My superpower… </li></ul>
<ul><li>10 </li></ul><ul><li>Superpowers </li></ul>
<ul><li>1. You are a revenue generator not a cost center </li></ul>
<ul><li>2. You never launch you just iterate </li></ul>
<ul><li>3. No really, You never launch you just iterate </li></ul>
<ul><li>4. You create great content experiences </li></ul>
<ul><li>5. The customer is a part of your marketing output </li></ul>
<ul><li>6. You experiment but never fail. </li></ul>
<ul><li>7. Your goals have metrics, metrics have goals </li></ul>
<ul><li>8. They integrate… </li></ul><ul><li>PR, MarCom, HR, Web dev, Sales, Product Development are the new SEO team. </l...
<ul><li>9. Intelligent about what to keep in-house and what to outsource </li></ul>
<ul><li>10. Fearless in dealing with ambiguity </li></ul>
The 4 Big Keys to SEO <ul><li>Keywords </li></ul><ul><li>- Speak the customers language. </li></ul><ul><li>Content  </li><...
The Out of the Box Keys to SEO: <ul><li>Your Site </li></ul><ul><li>- Everything comes back to this. </li></ul><ul><li>Soc...
<ul><li>My dirty tricks  </li></ul><ul><li>for your eyes only </li></ul>
 
 
 
 
 
 
 
<ul><li>Thank You! </li></ul>@jandrick [email_address]
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Out of the Box - Jeremiah Andrick

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Out of the Box - Jeremiah Andrick

  1. 1. jeremiah andrick out of the box
  2. 2. out of the box <ul><li>We’ll Explore: </li></ul><ul><li>Chapter 1 | Who are these SEOs? </li></ul><ul><li>What’s the role of SEO in future marketing organizations? </li></ul><ul><li>Chapter 2 | Playing the role of insurgent. </li></ul><ul><li>Battlefield tactics to enhance productivity and innovation. </li></ul><ul><li>Chapter 3 | Use your superpowers. </li></ul><ul><li>You’re not good enough alone. </li></ul>
  3. 3. Jeremiah who? <ul><li>College Dropout </li></ul><ul><li>Agency superstar by 19 </li></ul><ul><li>Failed Agency superstar by 22 </li></ul><ul><li>Designed Fedex & Subway Brand Asset Management System at 23 </li></ul><ul><li>Managed Search at MSDN and TechNet at 25 </li></ul><ul><li>Completed college degree at 27 </li></ul><ul><li>Webmaster tools guy at Bing </li></ul><ul><li>Customer Acquisition at Logitech at 30 </li></ul>
  4. 4. Chapter 1: Who are these SEOs?
  5. 5. 12%
  6. 6. 8 months
  7. 7. 32%
  8. 8. Today’s SEO…. <ul><li>Marketer </li></ul><ul><li>Library Scientist </li></ul><ul><li>Information Architect </li></ul><ul><li>Consumer Researcher </li></ul><ul><li>Digital Strategist </li></ul><ul><li>Nomenclature expert </li></ul><ul><li>Trend analyst </li></ul><ul><li>Team builder </li></ul><ul><li>CSS ninja </li></ul><ul><li>Systems Administrator </li></ul><ul><li>CMO </li></ul><ul><li>Sales guy </li></ul>
  9. 9.
  10. 10. Today’s SEO…. <ul><li>Marketer </li></ul><ul><li>Library Scientist </li></ul><ul><li>Information Architect </li></ul><ul><li>Consumer Researcher </li></ul><ul><li>Digital Strategist </li></ul><ul><li>Nomenclature expert </li></ul><ul><li>Trend analyst </li></ul><ul><li>Team builder </li></ul><ul><li>CSS ninja </li></ul><ul><li>Systems Administrator </li></ul><ul><li>CMO </li></ul><ul><li>Sales guy </li></ul>CUSTOMER ACQUISITION BEGINS WHEN SPECIALIZATION ENDS
  11. 11. <ul><li>Modern customer acquisition is not about &quot;search&quot; or &quot;not search&quot; it is about understanding the operational environment. </li></ul><ul><li>Search is a competency necessary for success. </li></ul>
  12. 12. <ul><li>The time to take counsel of your fears is before you make an important battle decision. That's the time to listen to every fear you can imagine! When you have collected all the facts and fears and made your decision, turn off all your fears and go ahead! </li></ul>
  13. 14. <ul><li>OK? </li></ul><ul><li>So what is the box and how do we get out of it. </li></ul>
  14. 15. The 4 Big Keys to SEO <ul><li>Keywords </li></ul><ul><li>- Speak the customers language. </li></ul><ul><li>Content </li></ul><ul><li>– You earn the right to speak to your customers </li></ul><ul><li>Links </li></ul><ul><li>– Links are the coin of the realm </li></ul><ul><li>Site structure </li></ul><ul><li>– This is the foundation that everything is built on </li></ul>
  15. 16. Chapter 2: Play the role of the insurgent
  16. 17. The insurgent <ul><li>Looks for weaknesses and exploits them </li></ul><ul><li>Builds credibility by winning hearts and minds </li></ul><ul><li>Doesn’t loose sleep because they can’t win head on </li></ul><ul><li>IMPACT </li></ul><ul><li>IMPACT </li></ul><ul><li>IMPACT </li></ul>
  17. 19. introducing the OODA loop <ul><li>The work of John Boyd can help us to think about the practice and discipline of search engine optimization. </li></ul><ul><ul><li>Military tactic </li></ul></ul><ul><ul><li>Led to blitzkrieg </li></ul></ul><ul><ul><li>Focuses on unconventional tactics </li></ul></ul><ul><ul><li>Tests outcomes in real time </li></ul></ul>
  18. 20. complexity
  19. 21. contradiction
  20. 22. ambiguity
  21. 23. diversity
  22. 24. OODA
  23. 25. Chapter 3: Use your super power
  24. 26. ATTENTION DEFICIT DISORDER <ul><li>My superpower… </li></ul>
  25. 27. <ul><li>10 </li></ul><ul><li>Superpowers </li></ul>
  26. 28. <ul><li>1. You are a revenue generator not a cost center </li></ul>
  27. 29. <ul><li>2. You never launch you just iterate </li></ul>
  28. 30. <ul><li>3. No really, You never launch you just iterate </li></ul>
  29. 31. <ul><li>4. You create great content experiences </li></ul>
  30. 32. <ul><li>5. The customer is a part of your marketing output </li></ul>
  31. 33. <ul><li>6. You experiment but never fail. </li></ul>
  32. 34. <ul><li>7. Your goals have metrics, metrics have goals </li></ul>
  33. 35. <ul><li>8. They integrate… </li></ul><ul><li>PR, MarCom, HR, Web dev, Sales, Product Development are the new SEO team. </li></ul>
  34. 36. <ul><li>9. Intelligent about what to keep in-house and what to outsource </li></ul>
  35. 37. <ul><li>10. Fearless in dealing with ambiguity </li></ul>
  36. 38. The 4 Big Keys to SEO <ul><li>Keywords </li></ul><ul><li>- Speak the customers language. </li></ul><ul><li>Content </li></ul><ul><li>– You earn the right to speak to your customers </li></ul><ul><li>Links </li></ul><ul><li>– Links are the coin of the realm </li></ul><ul><li>Site structure </li></ul><ul><li>– This is the foundation that everything is built on </li></ul>
  37. 39. The Out of the Box Keys to SEO: <ul><li>Your Site </li></ul><ul><li>- Everything comes back to this. </li></ul><ul><li>Social </li></ul><ul><li>– You make your customers feel like they are the only ones in the room. </li></ul><ul><li>PR is the new link builder </li></ul><ul><li>– PR done right is a huge source of links and relationship management </li></ul><ul><li>Decision loops </li></ul><ul><li>– Testing culture is not enough, you have to know where to lay your cards </li></ul>
  38. 40. <ul><li>My dirty tricks </li></ul><ul><li>for your eyes only </li></ul>
  39. 48. <ul><li>Thank You! </li></ul>@jandrick [email_address]
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