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Tools	
  and	
  techniques	
  to	
  us	
  become	
  
more	
  ‘T-­‐Shaped’	
  in	
  our	
  projects	
  and	
  
practices
SEO	
  AS	
  ‘WHOLE	
  
BRAIN’	
  T-­‐SHAPED	
  
MARKETER’ Dawn	
  Anderson	
  @	
  dawnieando – Move	
  It	
  
Marketing
IN 2012 I HEARD….. 11
AND THEN IT TURNED OUT….. 11
‘YAY’,	
  
‘WHOOP’
THEN I REALISED… SEO HAS MANY LIVES….. 11
AN	
  ESTIMATE	
  IS	
  THAT	
  
SEO	
  ’DEATHS’	
  
CURRENTLY	
  EQUAL	
  
AROUND	
  2	
  X	
  CATS	
  X	
  9	
  
LIVES	
  EACH	
  (CIRCA	
  18	
  
YEARS)
IT	
  DIES	
  ON	
  A	
  
REGULAR	
  
BASIS
BUT…..IT IS EVOLVING 11
X EVOLVE
DIE
….	
  LIKE	
  KETCHUP
BOTTLES…
AND SO MUST WE.. 11
WHAT’S T SHAPED?
02
Deep	
  expertise	
  
in	
  a	
  core	
  
subject	
  and	
  an	
  
understanding	
  
of	
  a	
  wide	
  range	
  
of	
  subjects
04WANTED - WHOLE BRAIN MARKETERS
Those	
  with	
  the	
  
analytical	
  
ability	
  married	
  
to	
  strategic	
  or	
  
creative	
  talents
06
LEFT OR RIGHT BRAIN DOMINANT?
• LOGIC
• ANALYSIS
• SEQUENCING
• LINEAR
• MATHEMATICS
• LANGUAGE
• FACTS
• THINK	
  IN	
  WORDS
• WORDS	
  OF	
  
SONGS
• COMPUTATION
LEFT	
  BRAIN RIGHT	
  BRAIN
• CREATIVITY
• IMAGINATION
• HOLISTIC	
  
THINKING
• ARTS
• RHYTHM
• VISUALISATION
• TUNES	
  OF	
  
SONGS
• NON-­‐VERBAL	
  
FEELINGS
• DAY	
  DREAMING
05
USING BOTH SIDES OF BRAIN
UTILISING	
  BOTH	
  THE	
  LEFT	
  
AND	
  RIGHT	
  SIDE	
  OF	
  THE	
  
BRAIN	
  IN	
  AN	
  EFFECTIVE	
  
AND	
  BALANCED	
  MANNER
BRAIN	
  DOMINANCE	
  
TEST	
  -­‐
http://www.ipn.at/ipn.
asp?BHX
PERCEPTIONS 09
WE	
  ALL	
  MOSTLY	
  SIT	
  AT	
  A	
  
DESK	
  ALL	
  DAY	
  STARING	
  AT	
  
A	
  SCREEN	
  – NOT	
  THAT	
  
DIFFERENT	
  AFTER	
  ALL??
21
TOOLS FOR ‘UN-CREATIVE’ TECHIES
BLOGGING	
  /	
  COPYWRITING
IDEA	
  
GENERATING
PICTURES	
  &	
  COVERS
21
TOOLS FOR ‘UN-CREATIVE’ TECHIES
EBOOK	
  GENERATORS
LOLZ	
  &	
  MEME	
  GENERATORS
DATA	
  VISUALISATION	
  TOOLS
INFOGRAPHIC	
  GENERATORS
MIND	
  MAPPING	
  TOOLS
21TOOLS FOR ‘UN-TECHIE’ CREATIVES
GOOGLE	
  SEARCH	
  CONSOLE
ARCHITECTURAL	
  VIEWS	
  -­‐ POWER	
  MAPPER
META	
  DATA	
  GENERATOR
SITE	
  SPEED
’OUT	
  OF	
  BOX’	
  SEO	
  ‘ESSENTIALS’
HEADER	
  CHECKERS
GOOGLE’S	
  WEBMASTER	
  ACADEMY
W3	
  SCHOOL	
  TUTORIALS	
  AND	
  QUIZZES
SIMILAR	
  PAGE	
  CHECKER
COMPRESSION
INTERNATIONALISATION
DUPLICATE	
  /	
  SIMILAR	
  
CONTENT	
  CHECKER
LONG-­‐TAIL	
  
KEYWORD	
  
GENERATION
21
‘PEOPLE’TOOLS
HUBSPOT’S	
  – MAKE	
  MY	
  
PERSONA	
  -­‐ TOOL
21
CRYSTAL KNOWS DAVID
EDMUNDSON-BIRD
Crystal	
  says	
  -­‐ “David	
  is	
  a	
  
gifted	
  communicator,	
  
prioritizes	
  relationships,	
  
and	
  trusts	
  his	
  instincts	
  -­‐
sometimes	
  making	
  gut	
  
decisions	
  against	
  logic.”
Personality	
  predictor
WHEN	
  SPEAKING	
  TO	
  
DAVID:
• Emphasize	
  the	
  future
• Use	
  self-­‐deprecating	
  
humour
• Tell	
  a	
  few	
  jokes
• Get	
  right	
  to	
  the	
  bottom	
  
line
Syncs	
  with	
  Gmail	
  +	
  
Social	
  media	
  contacts
Title:	
  Can	
  We	
  Talk?
Body:	
  	
  It’s	
  been	
  a	
  great	
  year	
  and	
  I	
  feel	
  
that	
  I’ve	
  exceeded	
  all	
  of	
  the	
  goals	
  we	
  
set	
  for	
  my	
  performance.	
  When	
  you	
  get	
  
a	
  chance,	
  can	
  we	
  have	
  a	
  conversation	
  
to	
  discuss	
  my	
  compensation?
David	
  Edmundson-­‐Bird
Asking	
  David	
  for	
  a	
  pay	
  rise:
21
PULLING IT ALL TOGETHER
VIA ‘STRATEGIC
FRAMEWORKS’,
‘MODELS’, ‘CASE STUDY
SUCCESS EMULATION’
AND ‘PRODUCTIVITY’
TOOLS
RACE
SOSTAC
CONTENT	
  MARKETING	
  
MATRIX
21
AND FOR PROCRASTINATION AND FOCUS
The	
  ’Pomodoro’
tomato-­‐timer.com
REMEMBER
21
RESOURCES & SOURCES
• LOL	
  Picture	
  Generator	
  -­‐ http://app.cheezburger.com/Builder?v=1
• Answer	
  The	
  Public	
  – http://answerthepublic.com/
• Crystal	
  Knows	
  – https://www.crystalknows.com
• Hubspot’s Blog	
  Topic	
  Generator	
  -­‐ http://www.hubspot.com/blog-­‐topic-­‐generator
• Magazine	
  Cover	
  -­‐ http://bighugelabs.com/magazine.php
• Open	
  Graph	
  Generator	
  -­‐ http://webcodetools.com/open-­‐graph-­‐generator/
• Schema	
  Creator	
  -­‐ http://schema-­‐creator.org/
• Google	
  Markup	
  Helper	
  -­‐ https://www.google.com/webmasters/markup-­‐helper/
• Huballin -­‐ http://huballin.com
• http://www.impactbnd.com/blog-­‐title-­‐generator/blogabout
• Make	
  My	
  Persona	
  -­‐ http://makemypersona.com/
• Keyword	
  Shitter	
  -­‐ http://keywordshitter.com/
• Uberflip Ebook Generator	
  -­‐ http://www.uberflip.com/ebook
• Piktochart – http://piktochart.com
• Trello	
  – http://trello.com
21
RESOURCES & SOURCES
• Smart	
  Insights	
  – Content	
  Marketing	
  Matrix	
  -­‐ http://www.smartinsights.com/content-­‐
management/content-­‐marketing-­‐strategy/the-­‐content-­‐marketing-­‐matrix-­‐new-­‐infographic/
• Smart	
  Insights	
  – SOSTAC	
  Model	
  -­‐ http://www.smartinsights.com/digital-­‐marketing-­‐
strategy/sostac-­‐model/
• Smart	
  Insights	
  – RACE	
  Digital	
  Planning	
  Framework	
  -­‐ http://www.smartinsights.com/digital-­‐
marketing-­‐strategy/race-­‐a-­‐practical-­‐framework-­‐to-­‐improve-­‐your-­‐digital-­‐marketing/
W3	
  Schools	
  -­‐ http://www.w3schools.com/
• Power	
  Mapper	
  -­‐ http://www.powermapper.com/
• Google	
  Search	
  Console	
  -­‐ https://www.google.com/webmasters/tools/home?hl=en-­‐GB
• Google	
  Webmaster	
  Academy	
  -­‐
https://support.google.com/webmasters/answer/6001102?hl=en
• Yoast -­‐ https://yoast.com/
• The	
  Media	
  Flow	
  – Hreflang Generator	
  -­‐ http://www.themediaflow.com/tool_hreflang.php
• Tiny	
  PNG	
  -­‐ https://tinypng.com/
• Tomato	
  Timer	
  – http://tomato-­‐timer.com

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Tools and techniques for becoming a 'whole brain' SEO marketer

  • 1. Tools  and  techniques  to  us  become   more  ‘T-­‐Shaped’  in  our  projects  and   practices SEO  AS  ‘WHOLE   BRAIN’  T-­‐SHAPED   MARKETER’ Dawn  Anderson  @  dawnieando – Move  It   Marketing
  • 2. IN 2012 I HEARD….. 11
  • 3. AND THEN IT TURNED OUT….. 11 ‘YAY’,   ‘WHOOP’
  • 4. THEN I REALISED… SEO HAS MANY LIVES….. 11 AN  ESTIMATE  IS  THAT   SEO  ’DEATHS’   CURRENTLY  EQUAL   AROUND  2  X  CATS  X  9   LIVES  EACH  (CIRCA  18   YEARS) IT  DIES  ON  A   REGULAR   BASIS
  • 5. BUT…..IT IS EVOLVING 11 X EVOLVE DIE ….  LIKE  KETCHUP BOTTLES…
  • 6. AND SO MUST WE.. 11
  • 7. WHAT’S T SHAPED? 02 Deep  expertise   in  a  core   subject  and  an   understanding   of  a  wide  range   of  subjects
  • 8. 04WANTED - WHOLE BRAIN MARKETERS Those  with  the   analytical   ability  married   to  strategic  or   creative  talents
  • 9. 06 LEFT OR RIGHT BRAIN DOMINANT? • LOGIC • ANALYSIS • SEQUENCING • LINEAR • MATHEMATICS • LANGUAGE • FACTS • THINK  IN  WORDS • WORDS  OF   SONGS • COMPUTATION LEFT  BRAIN RIGHT  BRAIN • CREATIVITY • IMAGINATION • HOLISTIC   THINKING • ARTS • RHYTHM • VISUALISATION • TUNES  OF   SONGS • NON-­‐VERBAL   FEELINGS • DAY  DREAMING
  • 10. 05 USING BOTH SIDES OF BRAIN UTILISING  BOTH  THE  LEFT   AND  RIGHT  SIDE  OF  THE   BRAIN  IN  AN  EFFECTIVE   AND  BALANCED  MANNER BRAIN  DOMINANCE   TEST  -­‐ http://www.ipn.at/ipn. asp?BHX
  • 11. PERCEPTIONS 09 WE  ALL  MOSTLY  SIT  AT  A   DESK  ALL  DAY  STARING  AT   A  SCREEN  – NOT  THAT   DIFFERENT  AFTER  ALL??
  • 12. 21 TOOLS FOR ‘UN-CREATIVE’ TECHIES BLOGGING  /  COPYWRITING IDEA   GENERATING PICTURES  &  COVERS
  • 13. 21 TOOLS FOR ‘UN-CREATIVE’ TECHIES EBOOK  GENERATORS LOLZ  &  MEME  GENERATORS DATA  VISUALISATION  TOOLS INFOGRAPHIC  GENERATORS MIND  MAPPING  TOOLS
  • 14. 21TOOLS FOR ‘UN-TECHIE’ CREATIVES GOOGLE  SEARCH  CONSOLE ARCHITECTURAL  VIEWS  -­‐ POWER  MAPPER META  DATA  GENERATOR SITE  SPEED ’OUT  OF  BOX’  SEO  ‘ESSENTIALS’ HEADER  CHECKERS GOOGLE’S  WEBMASTER  ACADEMY W3  SCHOOL  TUTORIALS  AND  QUIZZES SIMILAR  PAGE  CHECKER COMPRESSION INTERNATIONALISATION DUPLICATE  /  SIMILAR   CONTENT  CHECKER LONG-­‐TAIL   KEYWORD   GENERATION
  • 15. 21 ‘PEOPLE’TOOLS HUBSPOT’S  – MAKE  MY   PERSONA  -­‐ TOOL
  • 16. 21 CRYSTAL KNOWS DAVID EDMUNDSON-BIRD Crystal  says  -­‐ “David  is  a   gifted  communicator,   prioritizes  relationships,   and  trusts  his  instincts  -­‐ sometimes  making  gut   decisions  against  logic.” Personality  predictor WHEN  SPEAKING  TO   DAVID: • Emphasize  the  future • Use  self-­‐deprecating   humour • Tell  a  few  jokes • Get  right  to  the  bottom   line Syncs  with  Gmail  +   Social  media  contacts Title:  Can  We  Talk? Body:    It’s  been  a  great  year  and  I  feel   that  I’ve  exceeded  all  of  the  goals  we   set  for  my  performance.  When  you  get   a  chance,  can  we  have  a  conversation   to  discuss  my  compensation? David  Edmundson-­‐Bird Asking  David  for  a  pay  rise:
  • 17. 21 PULLING IT ALL TOGETHER VIA ‘STRATEGIC FRAMEWORKS’, ‘MODELS’, ‘CASE STUDY SUCCESS EMULATION’ AND ‘PRODUCTIVITY’ TOOLS RACE SOSTAC CONTENT  MARKETING   MATRIX
  • 18. 21 AND FOR PROCRASTINATION AND FOCUS The  ’Pomodoro’ tomato-­‐timer.com
  • 20. 21 RESOURCES & SOURCES • LOL  Picture  Generator  -­‐ http://app.cheezburger.com/Builder?v=1 • Answer  The  Public  – http://answerthepublic.com/ • Crystal  Knows  – https://www.crystalknows.com • Hubspot’s Blog  Topic  Generator  -­‐ http://www.hubspot.com/blog-­‐topic-­‐generator • Magazine  Cover  -­‐ http://bighugelabs.com/magazine.php • Open  Graph  Generator  -­‐ http://webcodetools.com/open-­‐graph-­‐generator/ • Schema  Creator  -­‐ http://schema-­‐creator.org/ • Google  Markup  Helper  -­‐ https://www.google.com/webmasters/markup-­‐helper/ • Huballin -­‐ http://huballin.com • http://www.impactbnd.com/blog-­‐title-­‐generator/blogabout • Make  My  Persona  -­‐ http://makemypersona.com/ • Keyword  Shitter  -­‐ http://keywordshitter.com/ • Uberflip Ebook Generator  -­‐ http://www.uberflip.com/ebook • Piktochart – http://piktochart.com • Trello  – http://trello.com
  • 21. 21 RESOURCES & SOURCES • Smart  Insights  – Content  Marketing  Matrix  -­‐ http://www.smartinsights.com/content-­‐ management/content-­‐marketing-­‐strategy/the-­‐content-­‐marketing-­‐matrix-­‐new-­‐infographic/ • Smart  Insights  – SOSTAC  Model  -­‐ http://www.smartinsights.com/digital-­‐marketing-­‐ strategy/sostac-­‐model/ • Smart  Insights  – RACE  Digital  Planning  Framework  -­‐ http://www.smartinsights.com/digital-­‐ marketing-­‐strategy/race-­‐a-­‐practical-­‐framework-­‐to-­‐improve-­‐your-­‐digital-­‐marketing/ W3  Schools  -­‐ http://www.w3schools.com/ • Power  Mapper  -­‐ http://www.powermapper.com/ • Google  Search  Console  -­‐ https://www.google.com/webmasters/tools/home?hl=en-­‐GB • Google  Webmaster  Academy  -­‐ https://support.google.com/webmasters/answer/6001102?hl=en • Yoast -­‐ https://yoast.com/ • The  Media  Flow  – Hreflang Generator  -­‐ http://www.themediaflow.com/tool_hreflang.php • Tiny  PNG  -­‐ https://tinypng.com/ • Tomato  Timer  – http://tomato-­‐timer.com