Building #Awesome Relationships to Maximise SEO
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From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Paul Morris, The Co-operative, @searchmuse - Building #Awesome Relationships to Maximise SEO. #benchmarksearchconf
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Building #Awesome Relationships to Maximise SEO
- 1. Building #Awesome Relationships to Maximise SEO
- 2. Paul Morris – Group Head of Digital & Social Media www.searchmuse.com @searchmuse
- 3. The Co-operative Group 900+ Funeral Homes 2,500+ Food Stores £9.4bn Turnover 70,000 Staff Championing a better way of doing business for you and your communities. www.co-operative.coop
- 4. An #Awesome Relationship Defined An association between an individual or company for mutual benefit. What’s key? 1. Reciprocity 2. Being connected SEO Team Bloggers Influencers Internal teams Agencies Partners
- 5. #Awesome Relationship Equation Key Influence: The Trust Equation by Maister, Green and Galford
- 6. Gaining trust and building a relationship • The hardest thing to do when you’re working with new people is to gain their trust and build a solid relationship. • The Trust Equation helps us here: The qualities you have that make people believe in you Be real - showcase your expertise Credibility - Digital Media Forums
- 7. Gaining trust and building a relationship • The hardest thing to do when you’re working with new people is to gain their trust and build a solid relationship. • The Trust Equation helps us here: • Make a routine – make an effort to sit with the internal team on a regular basis to help integrate. Involve other departments for ideation sessions. Consistency is key • Be proactive – offer full solutions to challenges and host regular internal training Reliability – Blogger Events The ability to be relied upon for accuracy, honesty or achievement Make a routine & be proactive
- 8. Gaining trust and building a relationship • The hardest thing to do when you’re working with new people is to gain their trust and build a solid relationship. • The Trust Equation helps us here: Intimacy – Surprise and Delight Make it personal – show your appreciation Meet face to face – take it offline, don’t just communicate over email
- 9. Gaining trust and building a relationship • The hardest thing to do when you’re working with new people is to gain their trust and build a solid relationship. • The Trust Equation helps us here: Self orientation – GBBO Baking Masterclass Listen (actively) more than you talk Give more than you receive
- 10. Gaining trust and building a relationship • The hardest thing to do when you’re working with new people is to gain their trust and build a solid relationship. • The Trust Equation helps us here: Emotion – Always Look on the Bright Side of Life 32K Shares International Reach UK, Ireland, Netherlands, Spain, Portugal, Argentina, Lithuania, Turkey and more… 15 High Authority Backlinks BBC, Telegraph, This is Money, La Vanguardia, El Pais… • Provoke an emotional response • Promote the unexpected Funeral Music Charts bit.ly/FuneralMusic2014
- 11. Be #Awesome Be real Make people believe in you Be relied upon Make it personal Meet face to face Listen more than you talk Give more than you receive Provoke an emotional response
- 12. Thank you
Editor's Notes
- Credibility is all about how we come across and the words we speak. “I can trust X as he’s very credible on Y subject.” Reliability focuses on how punctual we are with our work and deadlines. “She told me Z would be delivered by tomorrow, I trust her due to past deeds, hence I know it will be delivered on time” Intimacy is gained by personal relationship “I trust him with that information as they have never embarrassed me before or violated my confidentiality” Self orientation refers to your focus, is your focus primarily on yourself or on the other person? Basically is it all about ‘them’ or the ‘we’ or the ‘I’ !? “I don’t trust her on this deal as it’s all about what she gets out of it” Emotion You need to provoke an emotional response to make SEO work - to make someone Laugh or at least smile or perhaps even to evoke another emotion of sadness, anger, intrigue, etc
- “I can trust X as he’s very credible on Y subject.” Be relaxed and sell yourself on your expertise and knowledge to help gain trust. The qualities you have that make people believe in you Be real - showcase your expertise Example 1 - from work are our digital and social media and seo forums where we invite people in to learn more about the topic in question Example 2 – more detailed education master class sessions to groups of individuals already practicing that area.
- “She told me Z would be delivered by tomorrow, I trust her due to past deeds, hence I know it will be delivered on time” How to achieve this? Under promise and over deliver! Make a routine – engage with bloggers regularly Example are the regular yet tailored blogger contacts we make where we got local bloggers in to talk to one another and listen to a panel of local bloggers the audience trusted.
- “I trust him with that information as they have never embarrassed me before or violated my confidentiality” Doesn’t mean sleeping with the press of bloggers! But it does mean getting to know them on a level over and above asking for a link on the first date. Meet face to face to strengthen relationships – don’t communicate over email all of the time. Example 1 – taste samples of new products as a thank you for attending a previous event or just because you know they are a foodie. Example 2 – Co-op Food runs Christmas in July and the SEO and PR teams will be inviting a load of London journalists and bloggers down to London next month to learn more about our Food and, to a lesser extent, Electrical ranges over this coming Christmas.
- Basically is it all about ‘them’ or the ‘we’ or the ‘I’ !? “I don’t trust her on this deal as it’s all about what she gets out of it” Understand what “floats their boat” or what challenges they have. Example 1 – At our Christmas event we asked Bloggers, just in passing, what they wanted to see from us. Several mentioned baking and the cooking programs they love watching on TV. Gave the bloggers an opportunity to bake with Luis Troyano from Great British Bake Off. Also gave them exposure for their blogs on the Food site and via our Facebook and Twitter and YouTube channels as we linked to their Easter recipes. A bread demo, using own-brand ingredients and of course our electrical mixer! Blogger clips and a how-to video were shot on the day for later social media promotion 12 links generated from baking bloggers Example 2 – We held an event that featured Jo Middleton a top mummy blogger where she talked about how she made it in blogging, pitfalls, how to negotiate with clients such as us over payment and product placement, etc
- Emotion - You need to provoke an emotional response to make SEO work - to make someone Laugh or at least smile or perhaps even to evoke another emotion of sadness, anger, intrigue, etc Example 1 - We did a funeral music chart campaign which was the top 10 pieces of music played at funerals today where we got results back from over 20,000 of the funeral we carried out. We did videos on the website, we did a press release, and then it all got kind of seeded out [via the PR, SEO and Social teams to bloggers and journalists]. We did some social activity around that, posed some questions, and add some kind of graphics in there and that all linked back to the website. Got featured on sites such as Billboard, Time Magazine, CNN, New York Times and then other international sites; most of which I cannot even pronounce (El Pais, La Vanguardia, etc). Received over 30,000 social media shares. Example 2 – Linked up again with Jo Middleton the mummy blogger I mentioned earlier and ran a twitter Q & A and Google hangout (I’m sure would be much better done now with periscope but wasn’t out then!) on the sexy topic of Wills for our Legal Services division. Again on the face of it not very interesting but we took it from a normal single parent of 2 kids who was asking the questions most people were to scared/stupid to ask and we had 100’s of engagements as a result and we also obviously tapped into Jo’s network and then the networks of her networks so proved very popular and noticed an increase in rankings around the wills terms as a result.