1.
@dalka @pageonepower
#p1pwebinar
Managing SEO Effectively
and Meeting Your Team's
Needs
with David Dalka, Founder, Fearless Revival

2.
#p1pwebinar @djcolinsick
@pageonepower
Marketing Events
Coordinator
Colin Eggleston
Your Host

3.
#p1pwebinar
@dalka @pageonepower
Founder and Managing Director at
Fearless Revival, Global CEO,
CFO, CXO & Board Advisor,
Business Keynote Speaker,
Corporate Governance Expert,
Quoted in Major Press & Guest
Posts
David Dalka
Our Special Guest

4.
Question & Answer
What are you most frustrated by
when it comes to SEO
management in your life.

5.
“I have all these new SEO skills and I
am frustrated. Nobody in upper
management knows how to manage
me.”
#p1pwebinar
@dalka @pageonepower

6.
The Challenges of Managing SEO Teams
SEO work is not understood or respected by
organizations.
#p1pwebinar
@dalka @pageonepower

7.
ANSWER: Awareness. They need
help defining the right changes to
make and help not hinder the
process.
#p1pwebinar
@dalka @pageonepower

8.
The focus needs to go beyond technical
SEO to focus on customer and business
outcomes.
#p1pwebinar
@dalka @pageonepower

9.
The goal of SEO is connecting with the
right customers so they take action.
#p1pwebinar
@dalka @pageonepower

10.
Simple mistake. Huge
consequences.
#p1pwebinar
@dalka @pageonepower

11.
Example: Porters of Racine
#p1pwebinar
@dalka @pageonepower
● Founded 1857 by
WIlliam Porter
● Sold high end
furniture
● 25 miles south of
Milwaukee and 75
miles north of
Chicago
● Advertising innovator
● Had to bring people
from great distance to
buy furniture

12.
Simon Gottlieb Era: Porters of Racine
#p1pwebinar
@dalka @pageonepower
● Gottlieb traveled studying
marketing best practices
● One of a kind museum like
room displays
● People would travel far to
visit, word of mouth
spread
● Radio & TV advertising in
both Chicago & Milwaukee
● Initial 2010 Post:
http://bit.ly/porters-of-
racine

13.
Google Changed Demand & Discovery
#p1pwebinar
@dalka @pageonepower
● Infrequent purchase starts with unbranded search
queries
● If people will search local if they expect to buy local
● Demand capture versus awareness matters
● Below a Google keyword tool screenshot from a
previous era

14.
Porters of Racine - Closed 2010
#p1pwebinar
@dalka @pageonepower
● Founded 1857, Closed
2010
● ~840K missed search
impressions
● Did not migrate to search
marketing effectively as
demand curve shifted
● Initial 2010 Post:
http://bit.ly/porters-of-
racine

15.
Out of
business
after 153
years.
Understanding what went
wrong.
#p1pwebinar
@dalka @pageonepower

16.
What management needs to understand:
#p1pwebinar
@dalka @pageonepower
Search done wrong is a silent business killer.

17.
Rising Above the Noise:
Infinite content on the web
makes it harder to be visible.
#p1pwebinar
@dalka @pageonepower

18.
You need to build high
quality links to overcome the
infinite noise on the Internet.
#p1pwebinar
@dalka @pageonepower

19.
Again, it’s about creating
awareness of the real issues.
#p1pwebinar
@dalka @pageonepower

20.
Integrating SEO into customer and business strategy.
Success means:
#p1pwebinar
@dalka @pageonepower
But many obstacles prevent
organizations from reaching the
summit.

21.
What management needs to understand:
#p1pwebinar
@dalka @pageonepower
Search done wrong is a silent business killer!!!

22.
#p1pwebinar
@dalka @pageonepower
SEO Antagonists

23.
SEO Antagonists
#p1pwebinar
@dalka @pageonepower
The traditional ad agency model

24.
SEO Antagonists
#p1pwebinar
@dalka @pageonepower
Overpaying for PPC & paid media with lack of SEO
focus
Ease of measurability does not equal
effectiveness

25.
SEO Antagonists
#p1pwebinar
@dalka @pageonepower
New websites (over and over)

26.
SEO Antagonists
#p1pwebinar
@dalka @pageonepower
Senior executives obsession with ROI

27.
SEO Antagonists
#p1pwebinar
@dalka @pageonepower
Senior executives preach focusing on the data, but
miss the fact that web analytics is a partial data set

28.
SEO Antagonists
#p1pwebinar
@dalka @pageonepower
Reporting is NOT SEO, proper action is
required
The ultimate reporting is reflected by
business results

29.
SEO Antagonists
#p1pwebinar
@dalka @pageonepower
Emerging and growing crisis in buzzwords,
misinformation and change management

30.
SEO Antagonists
#p1pwebinar
@dalka @pageonepower
Procurement departments managed to buy
lowest cost provider instead of optimal
solutions

31.
SEO Antagonists
#p1pwebinar
@dalka @pageonepower
Lack of clarity on business model, customer,
corporate culture and true enterprise risk

32.
SEO Antagonists
#p1pwebinar
@dalka @pageonepower
Usage of large, leveraged consulting firms
http://fearlessrevival.com/alternatives-to-business-strategy-consulting-firms/

33.
Parting thoughts
#p1pwebinar
@dalka @pageonepower

34.
Question & Answer
Submit your questions now by using the
Questions tab on your control panel.
*all images courtesy of Unsplash.com or wikimedia commons unless otherwise noted
http://fearlessrevival.com/alternatives-to-business-strategy-consulting-firms/
#p1pwebinar
@dalka @pageonepower

35.
info@pageonepower.com /
@pageonepower / 208-229-7046

36.
● Photos sourced from UnSplash.com, except Porter’s of Racine, which
came from portersofracine.com before it went offline and Google Maps
#SEJThinkTank
@pageonepower
Photo Credits