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.
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
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 the
words”
24 @aaronfriedman
25. Branding Teams Pushback
“We make bicycle stabilization and
traction surfaces, not tires”.
“Sorry, that keyword doesn’t work with
the 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 being
generated”
http://im.myincredible.com/wp-content/uploads/2011/03/1-content-is-king.jpg 26 @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 Authority
688031170/ 29 @aaronfriedman
42. OLD SCHOOL
SEO
• 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 WHAT
This is USER IS THE
Where LOOKING PAGE
YOU
WIN FOR DELIVERS
Idea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-
beyond-whiteboard-friday 43 @aaronfriedman
44. NEW SCHOOL
SEO
• Personalized
• Image
• Rich Snippets
• News
• Video
• Shopping
44 @aaronfriedman
45. Future School
SEO
Engines are creating something separate from their text index that
consists of entities and attributes…
45 @aaronfriedman
49. REMEMBER
OUR FRIENDS
IN
IT
LEGAL
BRANDING
and
CONTENT?
49
Image 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 SEO
Image Source: http://selfexceed.com/wp-
content/uploads/2012/07/Worry-free-268x300.jpg 51 @aaronfriedman
52. How About Coffee?
52
Image Source: http://www.adderworld.com/blog1/wp-content/uploads/2012/04/CoffHap.jpg @aaronfriedman
54. Let Me HELP You
Build SEO Into Your
Content 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/17082187
09.jpg 55 @aaronfriedman
56. So Business Owner,
And you want SEO
You Want
All Those Things?
56 @aaronfriedman
57. Then Please, Lets Unite Your Organization.
57 @aaronfriedman
Image 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 SEO
Because The Return
Is Well Worth It
59 @aaronfriedman
60. Aaron Friedman
SEO Manager at
www.digitalhighrise.com
aaron.friedman@sparksmg.com
@aaronfriedman
+
60 @aaronfriedman