Educating the Ruling Class             By: Aaron Friedman SEO Manager, SPARK              1                 For SES Chicag...
And you want SEOTHE RULINGCLASS?                   2   @aaronfriedman
These Guys?     3        @aaronfriedman
Who Am I?I Am Aaron FriedmanSEO Manager at Spark CommunicationsConnect @ aaronfriedmanBlog: http://digitalhighrise.com    ...
I Have Screwed Up A Lot          5               @aaronfriedman
Dear Business Owner,  And you want SEOSo You Have aWebsite…                     6   @aaronfriedman
And you want SEOAND YOUWANT SEO                   7   @aaronfriedman
And you want SEOAND YOUWANT FACBOOK                   8   @aaronfriedman
And you want SEOAND YOUWANT TWITTER                   9   @aaronfriedman
And you want SEOAND YOUWANT ALL THE THINGS                    10   @aaronfriedman
WHY?11     @aaronfriedman
Is it to show             up higher than             the             competition?     Bing On Google????12                ...
To “Increase Followers” or “Engage in Conversations With Customers”?                                 13                   ...
These Are Not Good Reasons            14               @aaronfriedman
WHY DO YOUNEED SEO?WHY DO YOUNEED SOCIAL? http://www.funelf.net/photos/I-found-it!.jpg                                    ...
Are You Prepared For This?                        16   @aaronfriedman
How About All This?        17            @aaronfriedman
Do You Realize That Your Teams Are Divided?                                             18                                ...
This Is Your Companies Org Chart                  And You Think You Are In Charge                         19              ...
Guess What                  Probably never                  thought you would                  hear an agency guy         ...
NOBODY LISTENS!                       They downright ignore                       EVERYTHING I say…                       ...
THIS IS HOW I FEEL                     22   @aaronfriedman
IT Pushback “Our queue is 3 months long” “We have no bandwidth” “We are already doing SEO” “Sure thing” (blatantly ignored...
Legal Pushback“We need legal review”(2 months later)“We can’t say that”“We can say that, except change all thewords”      ...
Branding Teams Pushback“We make bicycle stabilization andtraction surfaces, not tires”.“Sorry, that keyword doesn’t work w...
General Content Confusion“Too much content to keep track of”“Content is useless”“Not enough content beinggenerated”http://...
I GIVE UP!27         @aaronfriedman
NOT SO FAST!               SEO Can Rule The Organization                           Business owners need to                ...
WHO IS THE RULING CLASS?Image Source:http://www.flickr.com/photos/hodolomax/3                                           De...
SEOs,SOMETIMES…             30   @aaronfriedman
… NEED TO SHAKETHINGS UP                  31   @aaronfriedman
SEO’s are in agreat position  to changeorganizations                 32   @aaronfriedman
WHY DO YOU NEED SEO?         YOU DON’T!                  WHY DO YOU NEED SOCIAL?                       33         @aaronfr...
WHATYOUNEEDISTo…Build Another Lead Generation Channel                    34            @aaronfriedman
WHATYOUNEEDISTo…Increase Brand Awareness & Reputation                   35             @aaronfriedman
WHATYOUNEEDISTo…Strengthen Specific Marketing Campaigns                    36            @aaronfriedman
YOU                            ALSO                           NEED                            TO…Shorten Your Sales Cycle ...
YOU                                   ALSO                              NEED                                    TO…Increas...
Which   CAN Be SEO & Social                    39        @aaronfriedman
But         CAN Also Be    SEOs Are Just   Positioned Well       For ThisImage source: http://www.seomoz.org/blog/inbound-...
Search Engines Have Evolved                              The Same Stuff Doesn’t Work                     41               ...
OLD SCHOOLSEO• Keywords• Alt Attributes• H tags• More  Keywords• Links    Image Source: http://cdn.seomoz.org/img/upload/m...
This is SEO                                          WHAT                                      WHATThis is                ...
NEW SCHOOLSEO•   Personalized•   Image•   Rich Snippets•   News•   Video•    Shopping                    44   @aaronfriedman
Future School                                                  SEOEngines are creating something separate from their text ...
Verbs         Action Attribution                            Frictionless Sharing        https://developers.google.com/+/ap...
THESE ARE ALL ENTITIES          47             @aaronfriedman
Wait, That’s A Lot of Stuff            48                @aaronfriedman
REMEMBER                                                                                       OUR FRIENDS                ...
Start To Win Them Over One By One                 50           @aaronfriedman
Connect with them.                                                      Find Common Ground                                ...
How About Coffee?                                                             52Image Source: http://www.adderworld.com/bl...
What is impending this from working?                           53          @aaronfriedman
Let Me                 HELP YouBuild SEO Into YourContent Strategy Image Source: http://family.go.com/images/cms/parenting...
Ask Them...                                                                                   • How Do You Use The        ...
So Business Owner,  And you want SEOYou WantAll Those Things?                     56   @aaronfriedman
Then Please, Lets Unite Your Organization.                                                                  57            ...
Lets Create an      Integrated                                                       Creative   Marketing Strategy• Design...
And you want SEOBecause The ReturnIs Well Worth It                    59   @aaronfriedman
Aaron FriedmanSEO Manager at           www.digitalhighrise.com           aaron.friedman@sparksmg.com           @aaronfried...
Thanks!          61   @aaronfriedman
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Educating the ruling class at ses chicago 2012

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This was a presentation I put on at SES Chicago helping spread the message that SEO and social for the sake of SEO and Social is pointless. It has to be part of something larger.

Educating the ruling class at ses chicago 2012

  1. Educating the Ruling Class By: Aaron Friedman SEO Manager, SPARK 1 For SES Chicago 2012 @aaronfriedman
  2. And you want SEOTHE RULINGCLASS? 2 @aaronfriedman
  3. These Guys? 3 @aaronfriedman
  4. Who Am I?I Am Aaron FriedmanSEO Manager at Spark CommunicationsConnect @ aaronfriedmanBlog: http://digitalhighrise.com 4 @aaronfriedman
  5. I Have Screwed Up A Lot 5 @aaronfriedman
  6. Dear Business Owner, And you want SEOSo You Have aWebsite… 6 @aaronfriedman
  7. And you want SEOAND YOUWANT SEO 7 @aaronfriedman
  8. And you want SEOAND YOUWANT FACBOOK 8 @aaronfriedman
  9. And you want SEOAND YOUWANT TWITTER 9 @aaronfriedman
  10. And you want SEOAND YOUWANT ALL THE THINGS 10 @aaronfriedman
  11. WHY?11 @aaronfriedman
  12. Is it to show up higher than the competition? Bing On Google????12 @aaronfriedman
  13. To “Increase Followers” or “Engage in Conversations With Customers”? 13 @aaronfriedman
  14. These Are Not Good Reasons 14 @aaronfriedman
  15. WHY DO YOUNEED SEO?WHY DO YOUNEED SOCIAL? http://www.funelf.net/photos/I-found-it!.jpg 15 @aaronfriedman
  16. Are You Prepared For This? 16 @aaronfriedman
  17. How About All This? 17 @aaronfriedman
  18. Do You Realize That Your Teams Are Divided? 18 @aaronfriedman Image Source: http://www.fanlala.com/files/imagecache/photo/gallery/42263/team-jacob-vs-team-edward.jpg
  19. This Is Your Companies Org Chart And You Think You Are In Charge 19 @aaronfriedman
  20. Guess What Probably never thought you would hear an agency guy say this, but SEO might not be for you (at least right now) 20 @aaronfriedman
  21. NOBODY LISTENS! They downright ignore EVERYTHING I say… It Totally Sucks! 21 @aaronfriedman
  22. THIS IS HOW I FEEL 22 @aaronfriedman
  23. IT Pushback “Our queue is 3 months long” “We have no bandwidth” “We are already doing SEO” “Sure thing” (blatantly ignored) 23 @aaronfriedman
  24. Legal Pushback“We need legal review”(2 months later)“We can’t say that”“We can say that, except change all thewords” 24 @aaronfriedman
  25. Branding Teams Pushback“We make bicycle stabilization andtraction surfaces, not tires”.“Sorry, that keyword doesn’t work withthe messaging”http://stevesagjournal.com/wp-content/uploads/2011/02/brand_identity.jpg 25 @aaronfriedman
  26. General Content Confusion“Too much content to keep track of”“Content is useless”“Not enough content beinggenerated”http://im.myincredible.com/wp-content/uploads/2011/03/1-content-is-king.jpg 26 @aaronfriedman
  27. I GIVE UP!27 @aaronfriedman
  28. NOT SO FAST! SEO Can Rule The Organization Business owners need to realize that this is not magic 28 @aaronfriedman
  29. WHO IS THE RULING CLASS?Image Source:http://www.flickr.com/photos/hodolomax/3 Definition: The Class of People Exerting Power or Authority688031170/ 29 @aaronfriedman
  30. SEOs,SOMETIMES… 30 @aaronfriedman
  31. … NEED TO SHAKETHINGS UP 31 @aaronfriedman
  32. SEO’s are in agreat position to changeorganizations 32 @aaronfriedman
  33. WHY DO YOU NEED SEO? YOU DON’T! WHY DO YOU NEED SOCIAL? 33 @aaronfriedman
  34. WHATYOUNEEDISTo…Build Another Lead Generation Channel 34 @aaronfriedman
  35. WHATYOUNEEDISTo…Increase Brand Awareness & Reputation 35 @aaronfriedman
  36. WHATYOUNEEDISTo…Strengthen Specific Marketing Campaigns 36 @aaronfriedman
  37. YOU ALSO NEED TO…Shorten Your Sales Cycle 37 @aaronfriedman
  38. YOU ALSO NEED TO…Increase Overall Customer Satisfaction 38 @aaronfriedman
  39. Which CAN Be SEO & Social 39 @aaronfriedman
  40. But CAN Also Be SEOs Are Just Positioned Well For ThisImage source: http://www.seomoz.org/blog/inbound-marketing-is-taking-off 40 @aaronfriedman
  41. Search Engines Have Evolved The Same Stuff Doesn’t Work 41 @aaronfriedman
  42. OLD SCHOOLSEO• Keywords• Alt Attributes• H tags• More Keywords• Links Image Source: http://cdn.seomoz.org/img/upload/mockup(2).png 42 @aaronfriedman
  43. This is SEO WHAT WHATThis is USER IS THEWhere LOOKING PAGEYOUWIN FOR DELIVERSIdea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-beyond-whiteboard-friday 43 @aaronfriedman
  44. NEW SCHOOLSEO• Personalized• Image• Rich Snippets• News• Video• Shopping 44 @aaronfriedman
  45. Future School SEOEngines are creating something separate from their text index thatconsists of entities and attributes… 45 @aaronfriedman
  46. Verbs Action Attribution Frictionless Sharing https://developers.google.com/+/api/latest/activities http://ogp.me/ 46 @aaronfriedman
  47. THESE ARE ALL ENTITIES 47 @aaronfriedman
  48. Wait, That’s A Lot of Stuff 48 @aaronfriedman
  49. REMEMBER OUR FRIENDS IN IT LEGAL BRANDING and CONTENT? 49Image Source: http://www.lonniehuntermusic.com/wp-content/uploads/2012/04/woman-remembering1.jpg @aaronfriedman
  50. Start To Win Them Over One By One 50 @aaronfriedman
  51. Connect with them. Find Common Ground Geek About Their things… Not just SEOImage Source: http://selfexceed.com/wp-content/uploads/2012/07/Worry-free-268x300.jpg 51 @aaronfriedman
  52. How About Coffee? 52Image Source: http://www.adderworld.com/blog1/wp-content/uploads/2012/04/CoffHap.jpg @aaronfriedman
  53. What is impending this from working? 53 @aaronfriedman
  54. Let Me HELP YouBuild SEO Into YourContent Strategy Image Source: http://family.go.com/images/cms/parenting/man-girl-chore- photo-240x240-j-5295467.jpg 54 @aaronfriedman
  55. Ask Them... • How Do You Use The Web? • What Keywords are important to you? • What Areas Do You Need Help In? • Where Do You See Competitors Beating You?Image Source:http://loyolagreyhound.com/polopoly_fs/1.1771286.1289490016!/image/1708218709.jpg 55 @aaronfriedman
  56. So Business Owner, And you want SEOYou WantAll Those Things? 56 @aaronfriedman
  57. Then Please, Lets Unite Your Organization. 57 @aaronfriedmanImage Source: http://www.post-gazette.com/stories/life/pittsburgh-rides/pittsburgh-rides-traveling-or-a-journey-268449/
  58. Lets Create an Integrated Creative Marketing Strategy• Designers: Ensure that creative and usability Marketing Copywriters are inline with user queries. Strategy• Copywriters: Optimize content and SEO recommend new, trending opportunities• Developers: Optimize code. Inform Meta Data.• PR and Media: SEO friendly press releases, PR & Media Developers social media, and other forms of outreach Partnerships• Marketing Strategy: Support messaging, especially in digital space 58 @aaronfriedman
  59. And you want SEOBecause The ReturnIs Well Worth It 59 @aaronfriedman
  60. Aaron FriedmanSEO Manager at www.digitalhighrise.com aaron.friedman@sparksmg.com @aaronfriedman + 60 @aaronfriedman
  61. Thanks! 61 @aaronfriedman

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