SES London 2012 - Jake Langwith - The Business of SEO

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Talk by Jake Langwith at SES Conference & Expo in London, February 2012, on the Business of SEO

Talk by Jake Langwith at SES Conference & Expo in London, February 2012, on the Business of SEO

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  • 1. London | 20–24 Feb, 2012 | #seslondonFirebrand International The Business of SEO Tactics & Strategies Deployed by Headhunters To Source Experienced Talent Within SEO @jakelangwith
  • 2. London | 20–24 Feb, 2012 | #seslondon About Me• Jake Langwith• International Headhunter• SEO, Social Media, Web Analytics• Firebrand Talent International• jlangwith@firebrandtalent.com• @jakelangwith• http://uk.linkedin.com/in/jakelangwith• www.firebrandtalent.com• +44 (0) 20 7299 0350 @jakelangwith
  • 3. London | 20–24 Feb, 2012 | #seslondon Headhunting• Not Just Executive Level Search & Selection• Hard To Find Skills – All Levels• Forget Job Adverts• Targeted Approach• It’s All In Our Networks• People Driven• Confidentiality @jakelangwith
  • 4. London | 20–24 Feb, 2012 | #seslondon Social Media Statistics• Social Media Channels for Recruiting Site % Youtube Twitter Facebook Linkedin 0 20 40 60 80 100 Linkedin Facebook Twitter Youtube Site % 87 55 47 12 @jakelangwith
  • 5. London | 20–24 Feb, 2012 | #seslondon Linkedin Statistics• 150 Million Users Worldwide• 31 Million Users in Europe• 8 Million Users in UK• 25 Million Users Asia Pacific• 2 Million Users Australia• 60 Million Users North America @jakelangwith
  • 6. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Overview• Best Platform for Sourcing People• Better Results Within Linkedin• Can Search Externally• Not Just A Glorified Job Board• Active Social Media Platform• User Profiles• Company Profiles• User Groups• Applications @jakelangwith
  • 7. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Basics• Your Network is Key• Build Network Continuously• Connect To Relevant People• Connect To Influential people• LION’s – Linkedin Open Networker• Size Does Not Matter (much)• Join Relevant groups• Free Account or Paid?• Select Talent if Going Premium• No Contract So Cancel After @jakelangwith
  • 8. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Network• Building A Network• Don’t Spam Invites• 5 Strike Rule – Restricted Account• People You Know• Ask First• Don’t Send Pitch Message With Invite• Message After @jakelangwith
  • 9. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Groups• Join Relevant Groups i.e. SEO Related• Limited To 50 Groups• Groups Influential Industry People Are In• Some Require Approval• Message Group Manager• Can Filter Groups• Results Based On Subscribers• Create Group @jakelangwith
  • 10. London | 20–24 Feb, 2012 | #seslondonLinkedin Strategies Groups @jakelangwith
  • 11. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Searching• Search Within Your Network & Groups• Why Your Network So Important• 1st & 2nd Tier Full Details Shown• 3rd Tier Basic Details• Groups – Partial Visibility• Don’t Worry if Surname Not Shown @jakelangwith
  • 12. London | 20–24 Feb, 2012 | #seslondonLinkedin Strategies Searching @jakelangwith
  • 13. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Searching• Advanced People Search• Start With Broad Criteria• Exact Match Often Misleading Results• User Generated Content• Profiles Not Accurate As CV’s• Out of Date – Joined Years Ago• Not All Boxes Ticked @jakelangwith
  • 14. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Searching1. Search Above The Line2. Multiple Job Titles3. Boolean Search – Use Capitals & Speech Marks4. Use Current5. Set Location Radius To Postcode6. Run Search7. Keywords To Filter @jakelangwith
  • 15. London | 20–24 Feb, 2012 | #seslondonLinkedin Strategies Searching @jakelangwith
  • 16. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Searching1. Select Relevance Drop Down – Use Keyword Match @jakelangwith
  • 17. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Searching1. Use Filters2. Company Filter Useful3. Can Add Companies To List4. Past Companies5. School @jakelangwith
  • 18. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Searching1. Save Profiles for Future Use2. Paid Account – Profile Organizer3. Can Add Notes To Profile on Linkedin4. Create Folders5. Free Account – Bookmark Page @jakelangwith
  • 19. London | 20–24 Feb, 2012 | #seslondonLinkedin Strategies Searching @jakelangwith
  • 20. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Boolean1. Linkedin Boolean Weak – Play Around2. Capitals: AND OR NOT3. “Speech Marks”Title:“account manager” OR “account director” NOT “account executive” NOT “account exec” NOT recruitment NOT recruiter NOT headhunter NOT “head hunter” NOT freelance NOT ppc NOT paidKeywords:seo OR search AND “link building” AND “social media”Company:mindshare OR mec OR mediacom OR greenlight NOT omd NOT “omd uk” NOT “omd international” @jakelangwith
  • 21. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Boolean1. Free Account / Small Network / Can’t See Surname?2. Google3. You’re an SEO Right? Site Search4. Not As Accurate5. Broad or Country SpecificSite:linkedin.comSite:uk.linkedin.comSite:au.linkedin.com @jakelangwith
  • 22. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Boolean1. Mixed Results? Jobs etc?2. It’s All In The Boolean3. Example Searches: site:uk.linkedin.com inurl:in OR inurl:pub -inurl:dir -inurl:jobs "seo manager" "london, united kingdom“ site:uk.linkedin.com (inurl:in OR inurl:pub) -dir -jobs "seo manager" "london, united kingdom“ site:uk.linkedin.com (inurl:in | inurl:pub) -dir -jobs "seo manager" "london, united kingdom“ The last 2 search strings return slightly less public profiles on Linkedin @jakelangwith
  • 23. London | 20–24 Feb, 2012 | #seslondonLinkedin Strategies Boolean @jakelangwith
  • 24. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Boolean1. Can’t See Surname or Full Profile?2. Cut & Paste Unique Text from profilesite:linkedin.com "responsible for all UK properties within the Aol Network; in addition to the Huffington Post UK“ @jakelangwith
  • 25. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Contacting1. Paid Account’s Get Inmails2. Unused Inmails Roll Over Monthly3. Inmails Re-Credited After 7 Days If Not Read4. You Don’t Really Get That Many5. 1st Degree Contacts Free To Contact (Network)6. Can Send Mass Mail To 1st Degree Contacts7. Max of 50 At A Time @jakelangwith
  • 26. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Contacting1. Contacts > Connections2. Tick Up to 50 1st Degree Contacts3. Click Send Message4. REMEMBER TO UN-TICK FOLLOWING: Allow recipients to see each other’s names and email addressesTicked By DefaultType Message & Send @jakelangwith
  • 27. London | 20–24 Feb, 2012 | #seslondonLinkedin Strategies Contacting @jakelangwith
  • 28. London | 20–24 Feb, 2012 | #seslondonLinkedin Strategies Contacting @jakelangwith
  • 29. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Contacting1. Free Messaging via Groups2. See Groups You Share3. Join Group Target Profile Is In4. Click Groups > Your Groups5. Go To Group6. Click Members7. Hover Cursor Over Target Member Name > Click Send Message8. Free @jakelangwith
  • 30. London | 20–24 Feb, 2012 | #seslondonLinkedin Strategies @jakelangwith
  • 31. London | 20–24 Feb, 2012 | #seslondonLinkedin Strategies @jakelangwith
  • 32. London | 20–24 Feb, 2012 | #seslondon Linkedin StrategiesYou can search for member to locate quickly @jakelangwith
  • 33. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Additional Tips1. Check The Following:2. Viewers of This Profile Also Viewed3. Company Searches4. Multiple Linkedin Tabs Open5. Avoid Data Overload @jakelangwith
  • 34. London | 20–24 Feb, 2012 | #seslondonLinkedin Strategies @jakelangwith
  • 35. London | 20–24 Feb, 2012 | #seslondon Linkedin Strategies Making Contact1. Old School – Pick Up The Phone2. Personal Introduction3. Message via Linkedin4. Personal Blog (email or whois)5. Personal Email on Profile?6. Via Twitter – Mutual Follow So Can DM7. On Facebook8. Emphasise Confidentiality @jakelangwith
  • 36. London | 20–24 Feb, 2012 | #seslondon Conclusion1. Use Correct Boolean2. Use Site Search3. Can Message For Free4. Don’t Spam5. On Going Process @jakelangwith