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#MozCon
Wil Reynolds • SEER Interactive
You are so Much More Than
an SEO
@wilreynolds • wilr@seerinteractive.com
@wilreynolds https://www.flickr.com/photos/chezdom
SEOSUX
@wilreynolds
SUX
SEO
@wilreynolds
SUX
#SUX?
@wilreynolds
Rimping
Village
@wilreynolds
I’m a content marketer,
not an SEO
https://www.flickr.com/photos/mikeyphillips/
@wilreynolds
I’m an outreach specialist,
not a link builder
https://www.flickr.com/photos/mikeyphillips/
@wilreynolds
Link Builder
Content Marketer
@wilreynolds
What got you HERE
Won’t get you THERE
@wilreynolds
Putting your finger on a key
doesn’t make you a writer
@wilreynolds
Can you deliver a strategy?
@wilreynolds
Holistic,End-to-end,Integrated
@wilreynolds
14
@wilreynolds
What do I mean?
15
@wilreynolds
Links,
Rankings,
Traffic
Matter
@wilreynolds
But so does #SUX
@wilreynolds
“I want conversions from links”
Rankings are secondary
@wilreynolds
Alter YOUR Strategy?
19
@wilreynolds
You know what matters
more than links?
@wilreynolds
Customers
@wilreynolds
#RCS
@wilreynolds
Branding
https://www.flickr.com/photos/obis/
@wilreynolds
When is your job well done?
https://www.flickr.com/photos/obis/
@wilreynolds
When our clients are happy
@wilreynolds
@wilreynolds
It’s really hard to design products
by focus groups. A lot of times,
people don’t know what they
want until you show it to them.
@wilreynolds
The stylus was cool
@wilreynolds
As if the
finger
was
dead
https://www.flickr.com/photos/bayat/
@wilreynolds
Fight being
pigeon
holed
30
@wilreynolds
SEO’s need to be like
5
year olds
Be a Year
Old
31
@wilreynolds
SEO’s need to be like
5
year oldsAsk
Why
Times
32
@wilreynolds
We need 30 links.
Why?
Why?
Why?
Why?
Why?
33
@wilreynolds
We need 10 blog posts a month
Because content is king
Because I hear that Google rewards a lot of fresh content
I need to give Google what they want
So I can get customers!
To grow my business!!!!!
34
@wilreynolds
Your Response…
What if I could grow your
business without 10 blog
posts a month, is that a fail?
@wilreynolds
You will
get
pushback
@wilreynolds
You will
hear
“Finally” https://www.flickr.com/photos/digimist
@wilreynolds
Build content > Promote >
Links > Rankings > Traffic >
Conversions = Money
@wilreynolds
Follow the
money…
@wilreynolds
Follow the
money…
@wilreynolds
Tweet > Money
@wilreynolds
Win hearts
or
wallets
or
BOTH
@wilreynolds
@wilreynolds
Tweet > Money > Links
@wilreynolds
Outputs vs Outcomes
45
@wilreynolds
Getting 30 links is an
outPUT
46
@wilreynolds
Growing a business is an
outCOME
47
@wilreynolds
Make clients
happy
@wilreynolds
49
@wilreynolds
Make clients’
customershappy
@wilreynolds
We’ve been celebratingthe
first step
https://www.flickr.com/photos/smcgee/
@wilreynolds
Start
celebrating
the
LAST https://www.flickr.com/photos/smcgee/
@wilreynolds
You follow drugs you get
drug addicts and drug
dealers. But you start to
follow the money….
@wilreynolds
And you don’t know
where the FUCK it’s
going to take you
--Lester Freamon
@wilreynolds
Ever get a check from these guys?
55
@wilreynolds
#SUX requires SOCIAL
56
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
256 Rims
@wilreynolds
SEO WE WON!!!
@wilreynolds
Good SEO?
@wilreynolds
PPC WE WON!!!
@wilreynolds
Good PPC?
@wilreynolds
F
A
I
Lhttps://www.flickr.com/photos/stereoscopy/
@wilreynolds
SEO
PPC
UX
BIZ
@wilreynoldsWeALL LOST
@wilreynolds
68
@wilreynolds
Is that loss going to show
up in your ranking report?
@wilreynolds
SEO, PPC, UX, y’all getting robbed!
@wilreynolds
@wilreynolds
Not a
soul
@wilreynolds
But they are
dropping $$
on TV!
@wilreynolds
I asked for
help
@wilreynolds
So I guess I didn’t buy them right?
@wilreynolds
@wilreynolds
CarID &
Tirerack
were robbed
@wilreynolds
Lost me as a
customer
@wilreynolds
Relationships
are
Fragile
https://www.flickr.com/photos/filtercollective/
@wilreynolds
Relationships
are
Multi-touch
https://www.flickr.com/photos/filtercollective/
@wilreynolds
Are you willing to
FIX
that experience?
https://www.flickr.com/photos/filtercollective/
@wilreynolds
Stop
Celebrating
the first step?
https://www.flickr.com/photos/filtercollective/
82
@wilreynolds
Change your focus
@wilreynolds
Driving clicks
84
@wilreynolds
Building CLIQUES!!
85
@wilreynolds
How much time do you
invest in building cliques?
@wilreynolds
Where does this show up in the
Omniture report?
87
@wilreynolds
I disrespected the UX of
SEO
@wilreynolds
SEM
#SUX
@wilreynolds
90
@wilreynolds
2500% ROI
Facebook Custom Audiences
@wilreynolds
@wilreynolds
@wilreynolds
Targeting
Journalists
94
@wilreynolds
Built 30 links by doing PPC
95
@wilreynolds
bit.ly/10k-test
96
@wilreynolds
Using analytics to find
socially charged content
Pitched as SEM/Media
(A/B testing, remove low
performers, etc)
SEO gets links
Social gets engagement
@wilreynolds
PR
#SUX
98
@wilreynolds
The absolute best way to
get in front of reporters I
know
99
@wilreynolds
Allmytweets
Muckrack
Allmytweets
Allmytweets
TweetDeck
TweetDeck
TweetDeck
TweetDeck
© 2014 SEER Interactive | All Rights Reserved
page 107
Facebook Graph Search Social + SEO
Facebook
© 2014 SEER Interactive | All Rights Reserved
page 108
Facebook Graph Search Social + SEO
Facebook
http://www.facebook.com/
Allmytweets
http://www.facebook.com/
Allmytweets
@wilreynolds
Target the
#’s
influencers
use most
@wilreynolds
Target the
#’s
influencers
use most
@wilreynolds
Got my M%$#@(&%in’
ATTENTION
@benwynkoop1
@wilreynolds
Brand
#SUX
@wilreynolds
116
@wilreynolds
Ecommerce client, 1000%
increase in a holiday traffic,
YOY
117
@wilreynolds
March 2013 – 51 PA | 37 Links
March 2014 – 50 PA | 51 Links
@wilreynolds https://www.flickr.com/photos/zanthia/
119
@wilreynolds
10% improvement in page 1
rankings that week across all
tracked keywords
@wilreynolds
YouTube
#SUX
121
@wilreynolds
Turning Views to Revenues
(Tutorials)
@wilreynolds
123
@wilreynolds
and… custom audiences
@wilreynolds
Content
#SUX
125
@wilreynolds
bit.ly/hotcontentbymonth
@wilreynolds
@wilreynolds
128
@wilreynolds
DemographicsPro, understand
the overlaps in your brand
129
@wilreynolds
bit.ly/demopro1
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
Product
#SUX
© 2014 SEER Interactive | All Rights Reserved
page 137
• "Why can't [client]"
"Why doesn't [client]"
• "Like [client] but" - gives a small tweak, they really like the concept but would change
something...works well for Etsy but maybe not others
• "When will [client]"
• "Can't [client] just"
• "I want [client] to"
• "If [client] would add"
• "If only [client]"
• "[client] should add"
• "[client] should have“
• “Does [client] allow”
SEO as product
@wilreynolds
Why
Can’t
Etsy
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
144
@wilreynolds
Too often we don’t want to
give the customer the
content they want…
@wilreynolds
We give them the content we
want them to want.https://www.flickr.com/photos/21561428@N03/5556601
381
@wilreynolds
Community
Mgr
#SUX
@wilreynolds
@wilreynolds
That’s how
desperate
we were to
connect w/
a
community
@wilreynolds
How many
of us started
HERE??
150
@wilreynolds
Back in the day who owned
keywords? Us & really no
one else.
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
155
@wilreynolds
SEO was the last STEP
@wilreynolds
Went from
@wilreynolds
To
158
@wilreynoldsFocus on Search UX
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
163
@wilreynolds
FREE!!!!!!!!!!!!!!!!!!!!!!
164
@wilreynolds
FREE!!!!!!!!!!!!!!!!!!!!!!
165
@wilreynolds
How much time you putting
there?
@wilreynolds
Paint you
a
Picture
https://www.flickr.com/photos/78764561@N07/
@wilreynolds
168
@wilreynolds
160 CMOs
70% believe that creativity is
just as important as analytical
ability
19% feel their teams strike
the right balance
169
@wilreynolds
“Finding talent with a proper blend of the
creative and analytical is a challenge, say the
CMOs, especially amid fierce competition for
the scarce experts with both skills.”
170
@wilreynolds
“The key is to use
analytics to enable and
enhance creativity.”
Tony Palmer
president global brands & innovation
Kimberly-Clark Corporation
@wilreynolds
Jeff
Mad
@wilreynolds
The MP3
business should
put the CD
business out of
business & hire
them all.
@wilreynolds
“If we don’t kill
CDs, someone
else will, then
we’re all
fucked”
@wilreynolds
Our
Turn?
https://www.flickr.com/photos/papacamera/
@wilreynolds
It’s a celebration PITCHES
@wilreynolds
Pitch Happiness
@wilreynolds
Lost the project
178
@wilreynolds
Build an app
@wilreynolds
Trapped
at
Work?
@wilreynolds
Trapped
at
Work?
181
@wilreynolds
Know when they are
starting to get unhappy
before the query.
@wilreynolds
Sound Familiar?
183
@wilreynolds
184
@wilreynolds
Push notify BEFORE
you searched for a job
@wilreynolds
Trapped
at
Work?
186
@wilreynolds
Pitch #2
187
@wilreynolds
This is an opportunity to engage
users at an emotional level by
bringing memories of their
beloved named cars
to the forefront, which can lead to
driving social engagement..
@wilreynolds
@wilreynolds
Big Red
Chuck
Auntie O
Greta the Jetta
@wilreynolds
83% of SEER
peeps named
their car.
https://www.flickr.com/photos/greggjerdingen/
@wilreynolds
Get others to
tell their stories
https://www.flickr.com/photos/greggjerdingen/
192
@wilreynolds
“Love the idea, but how
many clicks will we get in
each position?”
@wilreynolds
@wilreynolds
@wilreynolds
Keep TRYING!
196
@wilreynolds
bit.ly/CTRisbroken
@wilreynolds
Launch your own stuff!
@wilreynolds http://www.flickr.com/photos/theenmoy
RCS.SEERINTERACTIVE.COM
@wilreynolds
Destinationlayover.com
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
205
@wilreynolds
Lesson, Social done wrong
is why clicks don’t turn into
cliques
@wilreynolds
But social done right…
@wilreynolds
Makes every channel more
profitable
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
SEO that focuses on the first step
@wilreynolds
Follow the Money!
@wilreynolds
Titles don’t matter
Customers Do!
219
@wilreynolds
@chadgingrich
@Afreezee
@alisa_scharf
@HarrisNeifield
@Nick_Vigg
@ethanlyon
@mmstll
@up_for_GRABS89
@danaforman
@teresa_a_lopez
@Brian_A_Jensen
@AudreyBloemer
@AndrewMeyer8
@stephbeadell
@KellyMCallas
#MozCon
Wil Reynolds • SEER Interactive
@wilreynolds • wilr@seerinteractive.com

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