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The Democratization of SEO

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How much time and money do we collectively burn by fixing the same kinds of basic, "binary," well-defined things over and over again (e.g., meta tags, 404s, URLs, etc), when we could be teaching others throughout our organizations not to break them in the first place?
As long as we "own" technical SEO, there's no reason (for example) for the average developer to learn it or care — so they keep making the same mistakes. We proclaim that others are doing things wrong, but by doing so we only reinforce the line between our skills and theirs. We need to start giving away bits of the SEO discipline, and technical SEO is the easiest piece for us to stop owning.
It's time for more democratization, education, collaboration, and investment in open-source projects so we can fix things once, rather than a million times.

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The Democratization of SEO

  1. 1. THE DEMOCRATIZATION OF SEO
  2. 2. I have a confession
  3. 3. I HATE technical SEO.
  4. 4. Cool, right?
  5. 5. But this is cooler!
  6. 6. @jonoalderson | Yoast Or, maybe not...
  7. 7. Round we go...
  8. 8. So what?
  9. 9. Is it just me?
  10. 10. bit.ly/tech-seo-poll
  11. 11. Is this a problem?
  12. 12. But we’re optimisers, right?
  13. 13. So, how optimal are we?
  14. 14. There are between 40,000 & 380,000 “technical SEO” folks on LinkedIn
  15. 15. Based on my survey, that’s 1-9 million hours
  16. 16. The average US SEO salary is $46,466 ( payscale.com )
  17. 17. That’s somewhere between $20m & $200m of ‘waste’ every month
  18. 18. But… why?
  19. 19. Think about doctors
  20. 20. They fix the root cause
  21. 21. And it’s not just tech SEO...
  22. 22. So we just run campaigns.
  23. 23. Can we fix this?
  24. 24. Except, our model is flawed
  25. 25. Digital marketing TechnicalSEO
  26. 26. Writing Digital marketing TechnicalSEO Webdev
  27. 27. Digital marketing TechnicalSEO Webdev Writing Digital marketing
  28. 28. Digital marketing TechnicalSEO ProjectManagement Training Webdev Psychology MarketingStrategy Writing
  29. 29. Digital marketing PWAs TechnicalSEO ProjectManagement Training Webdev Psychology Javascript Performance MarketingStrategy Devops&Docs Writing Analytics
  30. 30. Digital marketing PR Creative&Design PWAs TechnicalSEO ProjectManagement Training Webdev Psychology Javascript Performance MarketingStrategy Devops&Docs Writing Analytics Outreach
  31. 31. Digital marketing PR Creative&Design PWAs TechnicalSEO ProjectManagement Training Webdev Psychology Javascript Performance MarketingStrategy Devops&Docs Writing Analytics Outreach Everything else
  32. 32. We need a new model
  33. 33. Let’s go back in time
  34. 34. Today’s model
  35. 35. Learn all of the things
  36. 36. Rockstars don’t scale
  37. 37. We’re not rockstars
  38. 38. “Buy them beer.”
  39. 39. ...and nobody likes us, anyway!
  40. 40. I HATE technical SEO.
  41. 41. I’m a little ashamed to identify as an SEO.
  42. 42. Maybe the problem is us
  43. 43. Every time that...
  44. 44. We build walls
  45. 45. Control is not the answer
  46. 46. It’s not just developers
  47. 47. We’re clinging on
  48. 48. Stop being rockstars
  49. 49. Why now?
  50. 50. Gutenberg
  51. 51. Gutenberg yoast.com/what-is-gutenberg/
  52. 52. So what?
  53. 53. The problem with Schema...
  54. 54. Err…?
  55. 55. Voice
  56. 56. Isn’t this a bit of a tangent?
  57. 57. Alex Shiels, flickr.com/photos/wceu/42086304325/
  58. 58. Alex Shiels, flickr.com/photos/wceu/42086304325/
  59. 59. Alex Shiels, flickr.com/photos/wceu/42086304325/
  60. 60. For years, we’ve worked with individual [websites], one at a time, to help them [add schema], and never once did we think to ask them what CMS they were running “
  61. 61. A new paradigm
  62. 62. Except...
  63. 63. So...
  64. 64. They’ll fix the root causes
  65. 65. DO NOT WANT?
  66. 66. “But I do content”
  67. 67. What happens when everybody’s website is fixed?
  68. 68. Don’t react like an SEO
  69. 69. Let’s be democratic
  70. 70. Let’s be open source
  71. 71. Here’s something scary...
  72. 72. They’re going to mess it up.
  73. 73. They don’t understand SEO
  74. 74. But you do...
  75. 75. So here’s the pitch...
  76. 76. Let’s stop competing.
  77. 77. I want you to get involved with open source
  78. 78. make.wordpress.org
  79. 79. I get that this sounds scary
  80. 80. I get that’s not for everyone
  81. 81. So I also want you to stop being “the SEO”
  82. 82. When did you last...
  83. 83. We can build bridges
  84. 84. Stop fixing your problems.
  85. 85. Start fixing our problems.
  86. 86. Lets optimise us.
  87. 87. Thanks.

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