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THE
DEMOCRATIZATION
OF SEO
I have a confession
I HATE technical SEO.
Cool, right?
But this is cooler!
@jonoalderson | Yoast
Or, maybe not...
Round we go...
So what?
Is it just me?
bit.ly/tech-seo-poll
Is this a problem?
But we’re optimisers, right?
So, how optimal are we?
There are between
40,000 & 380,000
“technical SEO” folks on LinkedIn
Based on my survey, that’s
1-9 million hours
The average US SEO salary is
$46,466
( payscale.com )
That’s somewhere between
$20m & $200m
of ‘waste’ every month
But… why?
Think about doctors
They fix the root cause
And it’s not just tech SEO...
So we just run campaigns.
Can we fix this?
Except, our model is flawed
Digital marketing
TechnicalSEO
Writing
Digital marketing
TechnicalSEO
Webdev
Digital marketing
TechnicalSEO
Webdev
Writing
Digital marketing
Digital marketing
TechnicalSEO
ProjectManagement
Training
Webdev
Psychology
MarketingStrategy
Writing
Digital marketing
PWAs
TechnicalSEO
ProjectManagement
Training
Webdev
Psychology
Javascript
Performance
MarketingStrategy
Devops&Docs
Writing
Analytics
Digital marketing
PR
Creative&Design
PWAs
TechnicalSEO
ProjectManagement
Training
Webdev
Psychology
Javascript
Performance
MarketingStrategy
Devops&Docs
Writing
Analytics
Outreach
Digital marketing
PR
Creative&Design
PWAs
TechnicalSEO
ProjectManagement
Training
Webdev
Psychology
Javascript
Performance
MarketingStrategy
Devops&Docs
Writing
Analytics
Outreach
Everything else
We need a new model
Let’s go back in time
Today’s model
Learn all of the things
Rockstars don’t scale
We’re not rockstars
“Buy them beer.”
...and nobody likes us, anyway!
I HATE technical SEO.
I’m a little ashamed
to identify as an SEO.
Maybe the problem is us
Every time that...
We build walls
Control is not the answer
It’s not just developers
We’re clinging on
Stop being rockstars
Why now?
Gutenberg
Gutenberg
yoast.com/what-is-gutenberg/
So what?
The problem with
Schema...
Err…?
Voice
Isn’t this a bit of a tangent?
Alex Shiels, flickr.com/photos/wceu/42086304325/
Alex Shiels, flickr.com/photos/wceu/42086304325/
Alex Shiels, flickr.com/photos/wceu/42086304325/
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
“
A new paradigm
Except...
So...
They’ll fix the root causes
DO NOT WANT?
“But I do content”
What happens when everybody’s
website is fixed?
Don’t react like an SEO
Let’s be democratic
Let’s be open source
Here’s something scary...
They’re going to mess it up.
They don’t understand SEO
But you do...
So here’s the pitch...
Let’s stop competing.
I want you to get involved
with open source
make.wordpress.org
I get that this sounds scary
I get that’s not for everyone
So I also want you to
stop being “the SEO”
When did you last...
We can build bridges
Stop fixing your problems.
Start fixing our problems.
Lets optimise us.
Thanks.

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The Democratization of SEO