You are so much more than an SEO - 2014 Moz

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This presentation focuses on heart, I'm asking people who are responsible to search to go form people who drive clicks to building cliques. What would happen if instead of looking at keyword ranking, we honestly ask ourselves...are we HELPING the user, what is the user experience from search through the process? It is a change in focus, I hope you enjoy.

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You are so much more than an SEO - 2014 Moz

  1. 1. #MozCon Wil Reynolds • SEER Interactive You are so Much More Than an SEO @wilreynolds • wilr@seerinteractive.com
  2. 2. @wilreynolds https://www.flickr.com/photos/chezdom SEOSUX
  3. 3. @wilreynolds SUX SEO
  4. 4. @wilreynolds SUX #SUX?
  5. 5. @wilreynolds Rimping Village
  6. 6. @wilreynolds I’m a content marketer, not an SEO https://www.flickr.com/photos/mikeyphillips/
  7. 7. @wilreynolds I’m an outreach specialist, not a link builder https://www.flickr.com/photos/mikeyphillips/
  8. 8. @wilreynolds Link Builder Content Marketer
  9. 9. @wilreynolds What got you HERE Won’t get you THERE
  10. 10. @wilreynolds Putting your finger on a key doesn’t make you a writer
  11. 11. @wilreynolds Can you deliver a strategy?
  12. 12. @wilreynolds Holistic,End-to-end,Integrated
  13. 13. @wilreynolds
  14. 14. 14 @wilreynolds What do I mean?
  15. 15. 15 @wilreynolds Links, Rankings, Traffic Matter
  16. 16. @wilreynolds But so does #SUX
  17. 17. @wilreynolds “I want conversions from links” Rankings are secondary
  18. 18. @wilreynolds Alter YOUR Strategy?
  19. 19. 19 @wilreynolds You know what matters more than links?
  20. 20. @wilreynolds Customers
  21. 21. @wilreynolds #RCS
  22. 22. @wilreynolds Branding https://www.flickr.com/photos/obis/
  23. 23. @wilreynolds When is your job well done? https://www.flickr.com/photos/obis/
  24. 24. @wilreynolds When our clients are happy
  25. 25. @wilreynolds
  26. 26. @wilreynolds It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.
  27. 27. @wilreynolds The stylus was cool
  28. 28. @wilreynolds As if the finger was dead https://www.flickr.com/photos/bayat/
  29. 29. @wilreynolds Fight being pigeon holed
  30. 30. 30 @wilreynolds SEO’s need to be like 5 year olds Be a Year Old
  31. 31. 31 @wilreynolds SEO’s need to be like 5 year oldsAsk Why Times
  32. 32. 32 @wilreynolds We need 30 links. Why? Why? Why? Why? Why?
  33. 33. 33 @wilreynolds We need 10 blog posts a month Because content is king Because I hear that Google rewards a lot of fresh content I need to give Google what they want So I can get customers! To grow my business!!!!!
  34. 34. 34 @wilreynolds Your Response… What if I could grow your business without 10 blog posts a month, is that a fail?
  35. 35. @wilreynolds You will get pushback
  36. 36. @wilreynolds You will hear “Finally” https://www.flickr.com/photos/digimist
  37. 37. @wilreynolds Build content > Promote > Links > Rankings > Traffic > Conversions = Money
  38. 38. @wilreynolds Follow the money…
  39. 39. @wilreynolds Follow the money…
  40. 40. @wilreynolds Tweet > Money
  41. 41. @wilreynolds Win hearts or wallets or BOTH
  42. 42. @wilreynolds
  43. 43. @wilreynolds Tweet > Money > Links
  44. 44. @wilreynolds Outputs vs Outcomes
  45. 45. 45 @wilreynolds Getting 30 links is an outPUT
  46. 46. 46 @wilreynolds Growing a business is an outCOME
  47. 47. 47 @wilreynolds Make clients happy
  48. 48. @wilreynolds
  49. 49. 49 @wilreynolds Make clients’ customershappy
  50. 50. @wilreynolds We’ve been celebratingthe first step https://www.flickr.com/photos/smcgee/
  51. 51. @wilreynolds Start celebrating the LAST https://www.flickr.com/photos/smcgee/
  52. 52. @wilreynolds You follow drugs you get drug addicts and drug dealers. But you start to follow the money….
  53. 53. @wilreynolds And you don’t know where the FUCK it’s going to take you --Lester Freamon
  54. 54. @wilreynolds Ever get a check from these guys?
  55. 55. 55 @wilreynolds #SUX requires SOCIAL
  56. 56. 56 @wilreynolds
  57. 57. @wilreynolds
  58. 58. @wilreynolds
  59. 59. @wilreynolds 256 Rims
  60. 60. @wilreynolds SEO WE WON!!!
  61. 61. @wilreynolds Good SEO?
  62. 62. @wilreynolds PPC WE WON!!!
  63. 63. @wilreynolds Good PPC?
  64. 64. @wilreynolds F A I Lhttps://www.flickr.com/photos/stereoscopy/
  65. 65. @wilreynolds SEO PPC UX BIZ
  66. 66. @wilreynoldsWeALL LOST
  67. 67. @wilreynolds
  68. 68. 68 @wilreynolds Is that loss going to show up in your ranking report?
  69. 69. @wilreynolds SEO, PPC, UX, y’all getting robbed!
  70. 70. @wilreynolds
  71. 71. @wilreynolds Not a soul
  72. 72. @wilreynolds But they are dropping $$ on TV!
  73. 73. @wilreynolds I asked for help
  74. 74. @wilreynolds So I guess I didn’t buy them right?
  75. 75. @wilreynolds
  76. 76. @wilreynolds CarID & Tirerack were robbed
  77. 77. @wilreynolds Lost me as a customer
  78. 78. @wilreynolds Relationships are Fragile https://www.flickr.com/photos/filtercollective/
  79. 79. @wilreynolds Relationships are Multi-touch https://www.flickr.com/photos/filtercollective/
  80. 80. @wilreynolds Are you willing to FIX that experience? https://www.flickr.com/photos/filtercollective/
  81. 81. @wilreynolds Stop Celebrating the first step? https://www.flickr.com/photos/filtercollective/
  82. 82. 82 @wilreynolds Change your focus
  83. 83. @wilreynolds Driving clicks
  84. 84. 84 @wilreynolds Building CLIQUES!!
  85. 85. 85 @wilreynolds How much time do you invest in building cliques?
  86. 86. @wilreynolds Where does this show up in the Omniture report?
  87. 87. 87 @wilreynolds I disrespected the UX of SEO
  88. 88. @wilreynolds SEM #SUX
  89. 89. @wilreynolds
  90. 90. 90 @wilreynolds 2500% ROI Facebook Custom Audiences
  91. 91. @wilreynolds
  92. 92. @wilreynolds
  93. 93. @wilreynolds Targeting Journalists
  94. 94. 94 @wilreynolds Built 30 links by doing PPC
  95. 95. 95 @wilreynolds bit.ly/10k-test
  96. 96. 96 @wilreynolds Using analytics to find socially charged content Pitched as SEM/Media (A/B testing, remove low performers, etc) SEO gets links Social gets engagement
  97. 97. @wilreynolds PR #SUX
  98. 98. 98 @wilreynolds The absolute best way to get in front of reporters I know
  99. 99. 99 @wilreynolds Allmytweets
  100. 100. Muckrack
  101. 101. Allmytweets
  102. 102. Allmytweets
  103. 103. TweetDeck
  104. 104. TweetDeck
  105. 105. TweetDeck
  106. 106. TweetDeck
  107. 107. © 2014 SEER Interactive | All Rights Reserved page 107 Facebook Graph Search Social + SEO Facebook
  108. 108. © 2014 SEER Interactive | All Rights Reserved page 108 Facebook Graph Search Social + SEO Facebook
  109. 109. http://www.facebook.com/ Allmytweets
  110. 110. http://www.facebook.com/ Allmytweets
  111. 111. @wilreynolds Target the #’s influencers use most
  112. 112. @wilreynolds Target the #’s influencers use most
  113. 113. @wilreynolds Got my M%$#@(&%in’ ATTENTION @benwynkoop1
  114. 114. @wilreynolds Brand #SUX
  115. 115. @wilreynolds
  116. 116. 116 @wilreynolds Ecommerce client, 1000% increase in a holiday traffic, YOY
  117. 117. 117 @wilreynolds March 2013 – 51 PA | 37 Links March 2014 – 50 PA | 51 Links
  118. 118. @wilreynolds https://www.flickr.com/photos/zanthia/
  119. 119. 119 @wilreynolds 10% improvement in page 1 rankings that week across all tracked keywords
  120. 120. @wilreynolds YouTube #SUX
  121. 121. 121 @wilreynolds Turning Views to Revenues (Tutorials)
  122. 122. @wilreynolds
  123. 123. 123 @wilreynolds and… custom audiences
  124. 124. @wilreynolds Content #SUX
  125. 125. 125 @wilreynolds bit.ly/hotcontentbymonth
  126. 126. @wilreynolds
  127. 127. @wilreynolds
  128. 128. 128 @wilreynolds DemographicsPro, understand the overlaps in your brand
  129. 129. 129 @wilreynolds bit.ly/demopro1
  130. 130. @wilreynolds
  131. 131. @wilreynolds
  132. 132. @wilreynolds
  133. 133. @wilreynolds
  134. 134. @wilreynolds
  135. 135. @wilreynolds
  136. 136. @wilreynolds Product #SUX
  137. 137. © 2014 SEER Interactive | All Rights Reserved page 137 • "Why can't [client]" "Why doesn't [client]" • "Like [client] but" - gives a small tweak, they really like the concept but would change something...works well for Etsy but maybe not others • "When will [client]" • "Can't [client] just" • "I want [client] to" • "If [client] would add" • "If only [client]" • "[client] should add" • "[client] should have“ • “Does [client] allow” SEO as product
  138. 138. @wilreynolds Why Can’t Etsy
  139. 139. @wilreynolds
  140. 140. @wilreynolds
  141. 141. @wilreynolds
  142. 142. @wilreynolds
  143. 143. @wilreynolds
  144. 144. 144 @wilreynolds Too often we don’t want to give the customer the content they want…
  145. 145. @wilreynolds We give them the content we want them to want.https://www.flickr.com/photos/21561428@N03/5556601 381
  146. 146. @wilreynolds Community Mgr #SUX
  147. 147. @wilreynolds
  148. 148. @wilreynolds That’s how desperate we were to connect w/ a community
  149. 149. @wilreynolds How many of us started HERE??
  150. 150. 150 @wilreynolds Back in the day who owned keywords? Us & really no one else.
  151. 151. @wilreynolds
  152. 152. @wilreynolds
  153. 153. @wilreynolds
  154. 154. @wilreynolds
  155. 155. 155 @wilreynolds SEO was the last STEP
  156. 156. @wilreynolds Went from
  157. 157. @wilreynolds To
  158. 158. 158 @wilreynoldsFocus on Search UX
  159. 159. @wilreynolds
  160. 160. @wilreynolds
  161. 161. @wilreynolds
  162. 162. @wilreynolds
  163. 163. 163 @wilreynolds FREE!!!!!!!!!!!!!!!!!!!!!!
  164. 164. 164 @wilreynolds FREE!!!!!!!!!!!!!!!!!!!!!!
  165. 165. 165 @wilreynolds How much time you putting there?
  166. 166. @wilreynolds Paint you a Picture https://www.flickr.com/photos/78764561@N07/
  167. 167. @wilreynolds
  168. 168. 168 @wilreynolds 160 CMOs 70% believe that creativity is just as important as analytical ability 19% feel their teams strike the right balance
  169. 169. 169 @wilreynolds “Finding talent with a proper blend of the creative and analytical is a challenge, say the CMOs, especially amid fierce competition for the scarce experts with both skills.”
  170. 170. 170 @wilreynolds “The key is to use analytics to enable and enhance creativity.” Tony Palmer president global brands & innovation Kimberly-Clark Corporation
  171. 171. @wilreynolds Jeff Mad
  172. 172. @wilreynolds The MP3 business should put the CD business out of business & hire them all.
  173. 173. @wilreynolds “If we don’t kill CDs, someone else will, then we’re all fucked”
  174. 174. @wilreynolds Our Turn? https://www.flickr.com/photos/papacamera/
  175. 175. @wilreynolds It’s a celebration PITCHES
  176. 176. @wilreynolds Pitch Happiness
  177. 177. @wilreynolds Lost the project
  178. 178. 178 @wilreynolds Build an app
  179. 179. @wilreynolds Trapped at Work?
  180. 180. @wilreynolds Trapped at Work?
  181. 181. 181 @wilreynolds Know when they are starting to get unhappy before the query.
  182. 182. @wilreynolds Sound Familiar?
  183. 183. 183 @wilreynolds
  184. 184. 184 @wilreynolds Push notify BEFORE you searched for a job
  185. 185. @wilreynolds Trapped at Work?
  186. 186. 186 @wilreynolds Pitch #2
  187. 187. 187 @wilreynolds This is an opportunity to engage users at an emotional level by bringing memories of their beloved named cars to the forefront, which can lead to driving social engagement..
  188. 188. @wilreynolds
  189. 189. @wilreynolds Big Red Chuck Auntie O Greta the Jetta
  190. 190. @wilreynolds 83% of SEER peeps named their car. https://www.flickr.com/photos/greggjerdingen/
  191. 191. @wilreynolds Get others to tell their stories https://www.flickr.com/photos/greggjerdingen/
  192. 192. 192 @wilreynolds “Love the idea, but how many clicks will we get in each position?”
  193. 193. @wilreynolds
  194. 194. @wilreynolds
  195. 195. @wilreynolds Keep TRYING!
  196. 196. 196 @wilreynolds bit.ly/CTRisbroken
  197. 197. @wilreynolds Launch your own stuff!
  198. 198. @wilreynolds http://www.flickr.com/photos/theenmoy RCS.SEERINTERACTIVE.COM
  199. 199. @wilreynolds Destinationlayover.com
  200. 200. @wilreynolds
  201. 201. @wilreynolds
  202. 202. @wilreynolds
  203. 203. @wilreynolds
  204. 204. @wilreynolds
  205. 205. 205 @wilreynolds Lesson, Social done wrong is why clicks don’t turn into cliques
  206. 206. @wilreynolds But social done right…
  207. 207. @wilreynolds Makes every channel more profitable
  208. 208. @wilreynolds
  209. 209. @wilreynolds
  210. 210. @wilreynolds
  211. 211. @wilreynolds
  212. 212. @wilreynolds
  213. 213. @wilreynolds
  214. 214. @wilreynolds
  215. 215. @wilreynolds
  216. 216. @wilreynolds SEO that focuses on the first step
  217. 217. @wilreynolds Follow the Money!
  218. 218. @wilreynolds Titles don’t matter Customers Do!
  219. 219. 219 @wilreynolds @chadgingrich @Afreezee @alisa_scharf @HarrisNeifield @Nick_Vigg @ethanlyon @mmstll @up_for_GRABS89 @danaforman @teresa_a_lopez @Brian_A_Jensen @AudreyBloemer @AndrewMeyer8 @stephbeadell @KellyMCallas
  220. 220. #MozCon Wil Reynolds • SEER Interactive @wilreynolds • wilr@seerinteractive.com

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