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Punk Rock SEO from State of Search 2015

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Check out my presentation from State of Seach 2015 in Dallas, Texas on "Punk Rock SEO". Want to reach a more in-depth blog post after you click through the slides? Check out the blog post version of this presentation here: http://www.upbuild.io/blog/punk-rock-seo/

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Punk Rock SEO from State of Search 2015

  1. 1. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Punk Rock SEO State of Search 2015
  2. 2. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Hey State of Search!!! Mike Arnesen Founder & CEO at UpBuild upbuild.io This is me now
  3. 3. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io This was me then Mikkei Guitarist Punk
  4. 4. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io So what happened?
  5. 5. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io I decided it was time to get a real job. I fell into this SEO thing. So what happened?
  6. 6. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io F the Man?
  7. 7. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io I’m still a punk...kinda
  8. 8. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Shout out to TheHardTimes.net
  9. 9. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Navigating bureaucracies was… frustrating
  10. 10. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Making a lot of noise or doing it yourself and generally making shit happen Getting results looked a lot like this
  11. 11. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Values Here
  12. 12. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Values Here Anti-Establishment
  13. 13. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Values Here Anti-Establishment Part of the Scene
  14. 14. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Values Here Anti-Establishment Part of the Scene Do It Yourself
  15. 15. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Values Here Anti-Establishment Part of the Scene Do It Yourself Play it Faster, Forget Perfection
  16. 16. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io There are two choices
  17. 17. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Por que no los dos?
  18. 18. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io State of Search = One Big Punk Show It’s Day 2. Let’s get worked up, get wild, and make some change
  19. 19. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io 13 Punk Rock Lessons for SEOs & marketers
  20. 20. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Adopt a DIY Ethic “We had no idea how to make a record. We took apart a sleeve from a 7-inch record to see how it was configured."
  21. 21. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io “We opened it up, sketched it on a piece of paper, put our own art into that and took it to a print shop. Then using scissors and glue, we cut and folded every single record sleeve." - Ian MacKaye Adopt a DIY Ethic
  22. 22. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Take a DIY-first approach. Don’t wait for budget. Don’t wait for resources. Take things apart to see how they work and then do it yourself! Adopt a DIY Ethic
  23. 23. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Join a Band You need other people. Nobody cares about the singer’s acoustic project. Good things happen when like- minded people play together.
  24. 24. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io It’s hard to be successful in SEO by yourself. Find those who are as stoked about SEO as you are and create a work group. Join a Band
  25. 25. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io “Against the grain That's where I'll stay Swimming upstream I maintain against the grain” - Greg Graffin, Bad Religion Go Against the Grain
  26. 26. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Note where everyone’s going. That place’ll be lame in a few years. Go against the grain. Swim upstream. Go Against the Grain
  27. 27. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io The tactics, hacks, and sites that everyone’s using will get overused. Look for the unconventional, hard to get SEO opportunities. These will outlast the others. Go Against the Grain
  28. 28. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io It’s not enough to play a good song. Show your audience you mean it once you have their attention. Play faster, rock out harder than anyone else. Songs Aren’t Enough
  29. 29. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Nobody wants to grill with Rich. 0 external links 2 tweets in 3 years More info at www.sadtrombone. com Songs Aren’t Enough
  30. 30. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Songs Aren’t Enough “Good” content doesn’t deserve attention just for existing. If you aren’t absolutely stoked about your content no one else is going to be either.
  31. 31. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io You’ve gotta play songs about the change they want to see, about who they want to be. Don’t play songs about how their mom got them a leather jacket for Christmas. Know Your Audience
  32. 32. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Know Your Audience You want your audience to recommend your content? Don’t create content about who they are. Create content that speaks to who they want to be.
  33. 33. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Know where to flyer Cross promote and help others Sell Out The Show
  34. 34. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Sell Out The Show Be smart and efficient. Spread your message where it’s going to be heard. Find where your audience hangs out and post there, not where the most traffic is.
  35. 35. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Sell Out The Show On, and make sure you have a solid set. Practice and share something great. Don’t earn a reputation for being a waste of time.
  36. 36. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Being covered means you did something awesome. Covering another band’s songs allows you to learn and shows where your strengths are. Covers Are Awesome
  37. 37. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Turn over your ideas to the community and interpret the ideas of others. Everyone wins. Covers Are Awesome
  38. 38. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Pop punk caught on because it appealed to a lot of people. There was something there. Pop Isn’t Always Bad
  39. 39. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io You can still learn from the popular bands, even if you hate them. Analyze brands getting the results you want. Leverage their tactics to spread your content. Pop Isn’t Always Bad
  40. 40. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io One band put in the work to look like an overnight success. The Ceremony Lesson
  41. 41. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io The Ceremony Lesson If you want your content to succeed, you need to put in the effort and make an investment up front.
  42. 42. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io The Ceremony Lesson ❏ Build a foundation first. ❏ Involve people you know and respect. ❏ Let your fans know about what you’re doing. ❏ Leverage social momentum. It’s a gamble, but your odds go up with increased effort.
  43. 43. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io The Ceremony Lesson It’s great to have ROI goals, but... Only using ideas with a proven ROI is why we've had to deal with shitty infographics for 5 years.
  44. 44. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Tear It All Down Tear it down, brick by brick. Dismantle the system that doesn’t work. Replace it with something better.
  45. 45. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Tear It All Down You can’t change the world overnight. Pick one thing to tear down and rebuild. Soon, you’ll have built something completely new.
  46. 46. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Nothing you buy from a retail store is punk. Just sayin’. Mass Production Isn’t Punk
  47. 47. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Mass Production Isn’t Punk Beware of anything claiming to be a “One Stop Shop” or an “SEO Solution”. Tools only get your so far. A good tool is not an “SEO Tool”; it’s a “Tool for SEOs”.
  48. 48. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Seek to change what pisses you off. Pick your battle and fight it. Anger & Frustration
  49. 49. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Let the hate flow through you. Anger & Frustration
  50. 50. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Anger & Frustration Get into the habit of getting mad about crappy search results. Don’t do SEO because it’s your job. Do it because the SERPs suck.
  51. 51. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Anger & Frustration Meet Jarno He was pissed about microdata ...so he changed HTML5.
  52. 52. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io http://codepen.io/mike_arnesen/pen/MaLJBW.html Enter ItemID
  53. 53. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io http://codepen.io/mike_arnesen/pen/MaLJBW.html Enter ItemID
  54. 54. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Learn to be comfortable in the center of the chaos. There’s a place of peace and clarity in the circle pit. There’s A Place of Peace
  55. 55. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io There’s A Place of Peace Learn to accept uncertainty and turmoil in SEO. Get up when you stumble and keep moving.
  56. 56. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Thank you!
  57. 57. #StateOfSearch #PunkRockSEO @mike_arnesen upbuild.io Slide Deck bit.ly/punkrockseo Blog Post Version upbuild.io/blog/punk-rock-seo Punk Rock SEO Playlist bit.ly/punkrockseoplaylist Punk Rock SEO Resources www.upbuild.io

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