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Mozcon 2018 - None Of Us is as Smart as All of Us

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Building successful digital teams is not about hiring based on experience, but rather on how they think, ability to work as a team and encouraging people to disagree. This is my story of building such a team and what I believe is the key.

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Mozcon 2018 - None Of Us is as Smart as All of Us

  1. 1. 16 Awards in last 2 years Best SEO Agency 3 years running
  2. 2. In September 2017 we sold to Omnicom Media Group
  3. 3. We were “testing” gravity
  4. 4. Off Page 70% On Page 20% Tech SEO 10%
  5. 5. Off Page 70%
  6. 6. We changed our strategy
  7. 7. and closed down the “content team”
  8. 8. 74 websites everything else
  9. 9. Target the biggest sites in order to snowball
  10. 10. https://www.vervesearch.com/linkscore/
  11. 11. Create campaigns that deserve more than just links!
  12. 12. Our Work Regularly Receives Print Coverage New York Post Washington Post The Mirror The Metro
  13. 13. Radio Coverage
  14. 14. TV3 (Sweden) NBC ITV AND even TV Coverage
  15. 15. Greenpeace Our work is regularly shared by high-profile organizations WWF NASA
  16. 16. and high profile figures
  17. 17. More sustainable strategy
  18. 18. In print On TVOn Radio New York Post (250k) Yahoo Finance (131k) Today Show (NBC) (2.5 million) Virgin Radio Canada (7.8k) ESPN Radio (59k) WKRC Radio (79k) E!News (3 million)
  19. 19. 165 links 6 million views
  20. 20. GIF For TwitterBehind the Scenes Video for Youtube
  21. 21. 111 Links 350k views
  22. 22. 398 Links 2 million views
  23. 23. Yeah sure, cool campaigns. But does it increase rankings??
  24. 24. After 12 months - 5 campaigns + outreach Their target term, “Contact Lenses”, searched 74k times a month, moved from position 12 at start to position 2 10 12 14 16 18 20 22 24 01/04/2017 31/05/2017 30/07/2017 28/09/2017 27/11/2017
  25. 25. After 4 months: Keyword Search Volume Before After Change CASINO 74,000 33 10 +23 blackjack 27,000 >100 20 ++ roulette 18,000 29 20 +9
  26. 26. Site-Wide Visibility 110,000 115,000 120,000 125,000 130,000 135,000 140,000 145,000 150,000 03/11/2016 03/01/2017 03/03/2017 03/05/2017 03/07/2017 03/09/2017 10% increase in visibility YoY
  27. 27. P E P L E
  28. 28. uper chickens Source: Margaret Heffernan
  29. 29. Finding the “right” people
  30. 30. Experience is kinda bullshit in digital
  31. 31. The right person might not think to apply to your job ad
  32. 32. Different job ads With different titles
  33. 33. CVs are often a shortcut to missing talent
  34. 34. GRIT (passion + perseverance)
  35. 35. Andrew
  36. 36. He’s also a gamer
  37. 37. Find people with DIFFERENT strengths.
  38. 38. Developing People
  39. 39. The importance of NOT being agreeable!
  40. 40. AGREEABLE DISAGREEABLE GIVER TAKER Source: inspired by Adam Grant
  41. 41. Encourage people to ask questions
  42. 42. Help people to be MORE of who they ARE
  43. 43. SHOW them the way!!
  44. 44. Developed a competency framework (single and management track)
  45. 45. Pathway to promotion
  46. 46. Competency Framework
  47. 47. Accountability grows through empathy and understanding of other people
  48. 48. Cheers4Peers
  49. 49. Love Week
  50. 50. Culture is when it grows organically
  51. 51. Take care of people and people will take care of results!
  52. 52. Thank You! Lisa.Myers@vervesearch.com @LisaDMyers

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