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Becoming a Digital Super-Hero 
Ade Lewis 
@AdeJLewis 
TEAPOT CREATIVE 
! 
SearchLove London 2014
2011
Who? 
Me?
How to do SEO?
Circa 2009
Circa 2009
2011
?
Diversion
End of 
Diversion
?
?
?
It ain’t what you do it’s the way that you do it !
Becoming a Digital 
Super-Hero
What is a Digital 
Super-Hero ?
Freelance 
Agency 
In-house 
Super-Hero Status
Another 
Diversion
Happy W ife = Happy Life
Happy Kids= Happy W ife = Happy Life
End of 
Diversion
Freelance 
Happy Clients = Happy Life
In-house 
Happy Boss = Happy Life
Agency 
Happy Clients = Happy Boss = Happy Life
Go Home Happy !
Super-Hero Status 
Star t
Understand 
Curate 
Deliver 
Lear n
Star t 
Understand
Would you start trying to optimise a site 
for conversions if you didn’t understand 
what the goals are? 
No W ay !
Would you start working on a piece of 
content if you didn’t understand the 
audience? 
Uuuummm… No
Would you start trying to outreach if you 
didn’t fully understand the content? 
W ell… You shouldn’t do
Would you start working for a new client 
if you didn’t understand their business? 
Hmmmmmm… Yes?
Understand Your Client !
No. Is he 
any good? 
Do you know John?
Like
Trust
Know 
Like 
Tr ust
2.. 3.. 6.. months
!
Get to Know Your Client !
Know When to Refuse a Client !
I shouldn’t have taken this one on…
I’m probably going to regret this…
I don’t have to do this !
Know When to Sack a Client !
Star t 
Understand 
Curate Ideas
Borrow Copy Steal
www.distilled.net/store/linklove2012-imitation
Secret 
Weapon 
Thoughts and Tactics 
Content ideas 
Call for backup
Thoughts and Tactics
www.netnewswireapp.com www.feedly.com
evernote.com 
getpocket.com
Content Ideas
Team Library
Call For Backup
Get Some Buddies 
Share Collaborate 
Challenge Help 
Lear n 
Discuss
Secret 
Weapon 
Thoughts and Tactics 
Content ideas 
Call for backup
Some Juicy Stuff 
Competitor Content Audit 
bit.ly/teapot-audit
#1 Put together a list of successful sites within your niche
#2 Locate Their XML Sitemaps
#2 Locate Their XML Sitemaps 
Failing that: Crawl site using screaming frog 
www.screamingfrog.co.uk
#3 Download URL Profiler 
urlprofiler.com
#3 Download URL Profiler 
Awesome ! 
urlprofiler.com
#4 Import a sitemap or screaming from export 
•
#5 Select data and run 
•
•
#6 Repeat for all competitors
#7 Combine all results in to a single spreadsheet 
Windows Mac 
bit.ly/combine-windows bit.ly/combine-mac
#8 Add social metrics data together in a new column
#9 Create a new sheet and duplicate data 
Create a new sheet 
•
#9 Create a new sheet and duplicate data 
Select all then copy 
•
#9 Create a new sheet and duplicate data 
Select all then Paste 
•
#10 Order sheet 1 by Referring Domains 
Order sheet 2 by Total Social Shares
#11 Cleanup your spreadsheets 
•
#12 Copy and combine 
Take the top 50 rows from both sheet 1 and sheet 2 
Copy in to a New Sheet 
and De-Dupe by URL
10 Reasons to Visit Your Local Library This Summer 
How to Survive the Holidays when Traveling with Kids 
How to Stop a Ch...
Want to get some links ? 
Yeah 
Yeah
#13 Copy content URLs then Add to a Majestic Bucket 
majestic.com •
#14 Download the backlinks for each of these URL’s 
•
#15 Combine all downloads in to a single .csv file 
Windows Mac 
bit.ly/combine-windows bit.ly/combine-mac
#16 order by domain trust flow. De-dupe based on domain
#17 Import into BuzzStream 
www.buzzstream.com
Want more ? 
Yeah 
Yeah 
Yeah 
Yeah
How about social ? 
Yeah 
Yeah 
Yeah 
Yeah
topsy.com
topsy.com
topsy.com
Competitor Content Audit 
bit.ly/teapot-audit
Star t 
Understand 
Curate Ideas 
Deliver
Deliver 
(AKA Get Shit Done!) 
Don’t just think 
about stuff
Deliver 
(AKA Get Shit Done!) 
Do Stuff !
Happy Client 
Happy Life
Happy Client 
Happy Life 
1
Stop Delivering Reports 
Start Delivering Change
The reason why most of us fail…
Distraction
Focus
0 hrs 1 hr 2 hrs
Focus Focus Focus 
0 hrs 1 hr 2 hrs
Apps to help you focus 
Mac Self Control selfcontrolapp.com 
Mac Focus www.heyfocus.com 
Windows Cold Turkey getcoldturkey...
Track your time
Track your time ?
Apps to track time 
Toggl www.toggl.com 
Rescue Time www.rescuetime.com 
Fanurio www.fanuriotimetracking.com 
Timely www.t...
Get Shit Done !
Understand 
Curate Ideas 
AKA Steal) 
Deliver 
Lear n
When things go wrong ! 
www.teapotcreative.com/when-things-go-wrong
When things go right !
Content ? 
T iming ? 
People ?
The bigger the success 
the more you can lear n
Opportunity
almost 
4000 Links !
What can we learn steal borrow from it?
Another 
Diversion
90% of the knowledge 
about 20 hours
almost 
4000 Links !
Another 
Caveat
I haven’t actually done this 
Example Only 
(Honest)
Here’s why it went
distilled created a 
great piece of content
Controversy 
Journalists 
Twitter
If Axl Rose isn’t the Worlds Greatest Singer… Who is ?
Who should answer that question?
The Journalists ? 
Any Music Journalists ???
Music Bloggers ?
The Plan 
If Axl Rose isn’t the Worlds Greatest Singer… Who is ? 
Survey Music Journalists 
Survey Music Bloggers 
Outreac...
Some Juicy Stuff 
Boost Your Social Outreach 
bit.ly/teapot-twitter
Press Pass 
www.presspass.me 
75 Journalists
site:twitter.com -inurl:status -inurl:hash -intitle:search inurl:music-journalists
site:twitter.com inurl:lists inurl:members inurl:music "music journalist"
Results 
•
urlprofiler.com •
8,338 Users
If Axl Rose isn’t the 
Worlds Greatest 
Singer… Who is 
! 
Have your say
Kick-Ass Content !
Your 
Content 
11,000 Users
Reality Check 
11,000 Users 8,250 Users
Reality Check 
8,250 Users 1,650 Engagements 20% 
CTR
Reality Check 
£600 
to 
£900 
1,650 Engagements
The Plan 
If Axl Rose isn’t the Worlds Greatest Singer… Who is ? 
Survey Music Journalists 
Survey Music Bloggers 
Outreac...
Reality Check 
Test a Sample list first !
Remember… 
Get Shit Done 
Focus
Boost Your Social Outreach 
bit.ly/teapot-twitter
Understand 
Curate Ideas 
AKA Steal) 
Deliver 
Super-Hero Status 
Lear n
What is a Digital 
Super-Hero ?
Is someone who loves going to 
work and loves their job.
They love their job because 
their boss or their clients 
recognise and value the work 
that they car r y out.
They are valued because they 
make a difference and deliver 
change.
because they feel valued, they 
are inspired to tr y harder and 
to achieve even greater things
Make a Difference 
Get Shit Done
Understand our Clients 
Deliver Change
Digital 
Super-Hero
Thank You ! 
Ade Lewis 
@AdeJLewis 
TEAPOT CREATIVE 
! 
SearchLove London 2014
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'
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Whilst there are often big differences between working freelance, in-house or as part of an agency, we all face a common set of challenges: how to form lasting relationships with clients, how to learn from our successes, and how to handle things when they go wrong. Ade has actionable tips, tools and takeaways to help us all become digital superheroes.

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SearchLove London | Ade Lewis 'Becoming a Digital Super-Hero'

  1. 1. Becoming a Digital Super-Hero Ade Lewis @AdeJLewis TEAPOT CREATIVE ! SearchLove London 2014
  2. 2. 2011
  3. 3. Who? Me?
  4. 4. How to do SEO?
  5. 5. Circa 2009
  6. 6. Circa 2009
  7. 7. 2011
  8. 8. ?
  9. 9. Diversion
  10. 10. End of Diversion
  11. 11. ?
  12. 12. ?
  13. 13. ?
  14. 14. It ain’t what you do it’s the way that you do it !
  15. 15. Becoming a Digital Super-Hero
  16. 16. What is a Digital Super-Hero ?
  17. 17. Freelance Agency In-house Super-Hero Status
  18. 18. Another Diversion
  19. 19. Happy W ife = Happy Life
  20. 20. Happy Kids= Happy W ife = Happy Life
  21. 21. End of Diversion
  22. 22. Freelance Happy Clients = Happy Life
  23. 23. In-house Happy Boss = Happy Life
  24. 24. Agency Happy Clients = Happy Boss = Happy Life
  25. 25. Go Home Happy !
  26. 26. Super-Hero Status Star t
  27. 27. Understand Curate Deliver Lear n
  28. 28. Star t Understand
  29. 29. Would you start trying to optimise a site for conversions if you didn’t understand what the goals are? No W ay !
  30. 30. Would you start working on a piece of content if you didn’t understand the audience? Uuuummm… No
  31. 31. Would you start trying to outreach if you didn’t fully understand the content? W ell… You shouldn’t do
  32. 32. Would you start working for a new client if you didn’t understand their business? Hmmmmmm… Yes?
  33. 33. Understand Your Client !
  34. 34. No. Is he any good? Do you know John?
  35. 35. Like
  36. 36. Trust
  37. 37. Know Like Tr ust
  38. 38. 2.. 3.. 6.. months
  39. 39. !
  40. 40. Get to Know Your Client !
  41. 41. Know When to Refuse a Client !
  42. 42. I shouldn’t have taken this one on…
  43. 43. I’m probably going to regret this…
  44. 44. I don’t have to do this !
  45. 45. Know When to Sack a Client !
  46. 46. Star t Understand Curate Ideas
  47. 47. Borrow Copy Steal
  48. 48. www.distilled.net/store/linklove2012-imitation
  49. 49. Secret Weapon Thoughts and Tactics Content ideas Call for backup
  50. 50. Thoughts and Tactics
  51. 51. www.netnewswireapp.com www.feedly.com
  52. 52. evernote.com getpocket.com
  53. 53. Content Ideas
  54. 54. Team Library
  55. 55. Call For Backup
  56. 56. Get Some Buddies Share Collaborate Challenge Help Lear n Discuss
  57. 57. Secret Weapon Thoughts and Tactics Content ideas Call for backup
  58. 58. Some Juicy Stuff Competitor Content Audit bit.ly/teapot-audit
  59. 59. #1 Put together a list of successful sites within your niche
  60. 60. #2 Locate Their XML Sitemaps
  61. 61. #2 Locate Their XML Sitemaps Failing that: Crawl site using screaming frog www.screamingfrog.co.uk
  62. 62. #3 Download URL Profiler urlprofiler.com
  63. 63. #3 Download URL Profiler Awesome ! urlprofiler.com
  64. 64. #4 Import a sitemap or screaming from export •
  65. 65. #5 Select data and run •
  66. 66.
  67. 67. #6 Repeat for all competitors
  68. 68. #7 Combine all results in to a single spreadsheet Windows Mac bit.ly/combine-windows bit.ly/combine-mac
  69. 69. #8 Add social metrics data together in a new column
  70. 70. #9 Create a new sheet and duplicate data Create a new sheet •
  71. 71. #9 Create a new sheet and duplicate data Select all then copy •
  72. 72. #9 Create a new sheet and duplicate data Select all then Paste •
  73. 73. #10 Order sheet 1 by Referring Domains Order sheet 2 by Total Social Shares
  74. 74. #11 Cleanup your spreadsheets •
  75. 75. #12 Copy and combine Take the top 50 rows from both sheet 1 and sheet 2 Copy in to a New Sheet and De-Dupe by URL
  76. 76. 10 Reasons to Visit Your Local Library This Summer How to Survive the Holidays when Traveling with Kids How to Stop a Child from Being Bossy 100 Safety Rules Every Parent Should Follow 30 Blogs for Reducing Your Family’s Carbon Footprint 20 Blogs Explaining How to Have a Successful School Picture Day 5 Trends for Teaching Kids Languages 4 Ways to Make the Holiday Season More Enjoyable How to Handle it when Your Child Won't Sleep in the Dark How to Get Your Children to Cooperate 30 Blogs With the Best Homeschooling Tips How to Respond to a Poor Evaluation of Your Child How to Promote Healthy Eating Habits in Young Children How to Help a Child Who is Being Bullied 8 Ways to Stay Connected to Your Child While You're at Work 3 Effective Uses of an Allowance What Should You Do if You Think Your Child Has Vision Problems? How to Wean Your Child Off a Pacifier 21 Blogs Celebrating Moms with the Best Poems and Sayings 4 Reasons to Say I'm Sorry to Your Children Teaching Your Child About Peer Pressure
  77. 77. Want to get some links ? Yeah Yeah
  78. 78. #13 Copy content URLs then Add to a Majestic Bucket majestic.com •
  79. 79. #14 Download the backlinks for each of these URL’s •
  80. 80. #15 Combine all downloads in to a single .csv file Windows Mac bit.ly/combine-windows bit.ly/combine-mac
  81. 81. #16 order by domain trust flow. De-dupe based on domain
  82. 82. #17 Import into BuzzStream www.buzzstream.com
  83. 83. Want more ? Yeah Yeah Yeah Yeah
  84. 84. How about social ? Yeah Yeah Yeah Yeah
  85. 85. topsy.com
  86. 86. topsy.com
  87. 87. topsy.com
  88. 88. Competitor Content Audit bit.ly/teapot-audit
  89. 89. Star t Understand Curate Ideas Deliver
  90. 90. Deliver (AKA Get Shit Done!) Don’t just think about stuff
  91. 91. Deliver (AKA Get Shit Done!) Do Stuff !
  92. 92. Happy Client Happy Life
  93. 93. Happy Client Happy Life 1
  94. 94. Stop Delivering Reports Start Delivering Change
  95. 95. The reason why most of us fail…
  96. 96. Distraction
  97. 97. Focus
  98. 98. 0 hrs 1 hr 2 hrs
  99. 99. Focus Focus Focus 0 hrs 1 hr 2 hrs
  100. 100. Apps to help you focus Mac Self Control selfcontrolapp.com Mac Focus www.heyfocus.com Windows Cold Turkey getcoldturkey.com Chrome Time Warp bit.ly/1uY0GY6 Firefox Leech Block bitly.com/gBKzd7
  101. 101. Track your time
  102. 102. Track your time ?
  103. 103. Apps to track time Toggl www.toggl.com Rescue Time www.rescuetime.com Fanurio www.fanuriotimetracking.com Timely www.timelyapp.com TimeSheet bitly.com/140XjD9
  104. 104. Get Shit Done !
  105. 105. Understand Curate Ideas AKA Steal) Deliver Lear n
  106. 106. When things go wrong ! www.teapotcreative.com/when-things-go-wrong
  107. 107. When things go right !
  108. 108. Content ? T iming ? People ?
  109. 109. The bigger the success the more you can lear n
  110. 110. Opportunity
  111. 111. almost 4000 Links !
  112. 112. What can we learn steal borrow from it?
  113. 113. Another Diversion
  114. 114. 90% of the knowledge about 20 hours
  115. 115. almost 4000 Links !
  116. 116. Another Caveat
  117. 117. I haven’t actually done this Example Only (Honest)
  118. 118. Here’s why it went
  119. 119. distilled created a great piece of content
  120. 120. Controversy Journalists Twitter
  121. 121. If Axl Rose isn’t the Worlds Greatest Singer… Who is ?
  122. 122. Who should answer that question?
  123. 123. The Journalists ? Any Music Journalists ???
  124. 124. Music Bloggers ?
  125. 125. The Plan If Axl Rose isn’t the Worlds Greatest Singer… Who is ? Survey Music Journalists Survey Music Bloggers Outreach to Music Journalists and Bloggers
  126. 126. Some Juicy Stuff Boost Your Social Outreach bit.ly/teapot-twitter
  127. 127. Press Pass www.presspass.me 75 Journalists
  128. 128. site:twitter.com -inurl:status -inurl:hash -intitle:search inurl:music-journalists
  129. 129. site:twitter.com inurl:lists inurl:members inurl:music "music journalist"
  130. 130. Results •
  131. 131. urlprofiler.com •
  132. 132. 8,338 Users
  133. 133. If Axl Rose isn’t the Worlds Greatest Singer… Who is ! Have your say
  134. 134. Kick-Ass Content !
  135. 135. Your Content 11,000 Users
  136. 136. Reality Check 11,000 Users 8,250 Users
  137. 137. Reality Check 8,250 Users 1,650 Engagements 20% CTR
  138. 138. Reality Check £600 to £900 1,650 Engagements
  139. 139. The Plan If Axl Rose isn’t the Worlds Greatest Singer… Who is ? Survey Music Journalists Survey Music Bloggers Outreach to Music Journalists and Bloggers
  140. 140. Reality Check Test a Sample list first !
  141. 141. Remember… Get Shit Done Focus
  142. 142. Boost Your Social Outreach bit.ly/teapot-twitter
  143. 143. Understand Curate Ideas AKA Steal) Deliver Super-Hero Status Lear n
  144. 144. What is a Digital Super-Hero ?
  145. 145. Is someone who loves going to work and loves their job.
  146. 146. They love their job because their boss or their clients recognise and value the work that they car r y out.
  147. 147. They are valued because they make a difference and deliver change.
  148. 148. because they feel valued, they are inspired to tr y harder and to achieve even greater things
  149. 149. Make a Difference Get Shit Done
  150. 150. Understand our Clients Deliver Change
  151. 151. Digital Super-Hero
  152. 152. Thank You ! Ade Lewis @AdeJLewis TEAPOT CREATIVE ! SearchLove London 2014
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Whilst there are often big differences between working freelance, in-house or as part of an agency, we all face a common set of challenges: how to form lasting relationships with clients, how to learn from our successes, and how to handle things when they go wrong. Ade has actionable tips, tools and takeaways to help us all become digital superheroes.

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