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![© 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](https://image.slidesharecdn.com/2014moz-edited-140716111445-phpapp01/75/You-are-so-much-more-than-an-SEO-2014-Moz-137-2048.jpg)
Uploaded byWil Reynolds
You are so much more than an SEO - 2014 Moz
Wil Reynolds emphasizes the importance of focusing on customer needs rather than traditional SEO metrics like links and rankings. He advocates for a holistic approach to content marketing and outreach that prioritizes business growth, client satisfaction, and understanding audience engagement. The presentation highlights that successful strategies must adapt to changing consumer behaviors and prioritize meaningful relationships over mere outputs.
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You are so much more than an SEO - 2014 Moz
- 1. #MozCon Wil Reynolds •SEER Interactive You are so Much More Than an SEO @wilreynolds • wilr@seerinteractive.com
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- 6. @wilreynolds I’m a contentmarketer, not an SEO https://www.flickr.com/photos/mikeyphillips/
- 7. @wilreynolds I’m an outreachspecialist, not a link builder https://www.flickr.com/photos/mikeyphillips/
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- 9. @wilreynolds What got youHERE Won’t get you THERE
- 10. @wilreynolds Putting your fingeron a key doesn’t make you a writer
- 11. @wilreynolds Can you delivera strategy?
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- 17. @wilreynolds “I want conversionsfrom links” Rankings are secondary
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- 19. 19 @wilreynolds You know whatmatters more than links?
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- 23. @wilreynolds When is yourjob well done? https://www.flickr.com/photos/obis/
- 24. @wilreynolds When our clientsare happy
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- 26. @wilreynolds It’s really hardto design products by focus groups. A lot of times, people don’t know what they want until you show it to them.
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- 30. 30 @wilreynolds SEO’s need tobe like 5 year olds Be a Year Old
- 31. 31 @wilreynolds SEO’s need tobe like 5 year oldsAsk Why Times
- 32. 32 @wilreynolds We need 30links. Why? Why? Why? Why? Why?
- 33. 33 @wilreynolds We need 10blog 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. 34 @wilreynolds Your Response… What ifI could grow your business without 10 blog posts a month, is that a fail?
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- 37. @wilreynolds Build content >Promote > Links > Rankings > Traffic > Conversions = Money
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- 43. @wilreynolds Tweet > Money> Links
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- 45. 45 @wilreynolds Getting 30 linksis an outPUT
- 46. 46 @wilreynolds Growing a businessis an outCOME
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- 50. @wilreynolds We’ve been celebratingthe firststep https://www.flickr.com/photos/smcgee/
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- 52. @wilreynolds You follow drugsyou get drug addicts and drug dealers. But you start to follow the money….
- 53. @wilreynolds And you don’tknow where the FUCK it’s going to take you --Lester Freamon
- 54. @wilreynolds Ever get acheck from these guys?
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- 68. 68 @wilreynolds Is that lossgoing to show up in your ranking report?
- 69. @wilreynolds SEO, PPC, UX,y’all getting robbed!
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- 72. @wilreynolds But they are dropping$$ on TV!
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- 74. @wilreynolds So I guessI didn’t buy them right?
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- 77. @wilreynolds Lost me asa customer
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- 80. @wilreynolds Are you willingto FIX that experience? https://www.flickr.com/photos/filtercollective/
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- 85. 85 @wilreynolds How much timedo you invest in building cliques?
- 86. @wilreynolds Where does thisshow up in the Omniture report?
- 87. 87 @wilreynolds I disrespected theUX of SEO
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- 94. 94 @wilreynolds Built 30 linksby doing PPC
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- 96. 96 @wilreynolds Using analytics tofind socially charged content Pitched as SEM/Media (A/B testing, remove low performers, etc) SEO gets links Social gets engagement
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- 98. 98 @wilreynolds The absolute bestway to get in front of reporters I know
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- 107. © 2014 SEERInteractive | All Rights Reserved page 107 Facebook Graph Search Social + SEO Facebook
- 108. © 2014 SEERInteractive | All Rights Reserved page 108 Facebook Graph Search Social + SEO Facebook
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- 116. 116 @wilreynolds Ecommerce client, 1000% increasein a holiday traffic, YOY
- 117. 117 @wilreynolds March 2013 –51 PA | 37 Links March 2014 – 50 PA | 51 Links
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- 119. 119 @wilreynolds 10% improvement inpage 1 rankings that week across all tracked keywords
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- 121. 121 @wilreynolds Turning Views toRevenues (Tutorials)
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- 137. © 2014 SEERInteractive | 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
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- 144. 144 @wilreynolds Too often wedon’t want to give the customer the content they want…
- 145. @wilreynolds We give themthe content we want them to want.https://www.flickr.com/photos/21561428@N03/5556601 381
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- 148. @wilreynolds That’s how desperate we wereto connect w/ a community
- 149. @wilreynolds How many of usstarted HERE??
- 150. 150 @wilreynolds Back in theday who owned keywords? Us & really no one else.
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- 155. 155 @wilreynolds SEO was thelast STEP
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- 165. 165 @wilreynolds How much timeyou putting there?
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- 168. 168 @wilreynolds 160 CMOs 70% believethat creativity is just as important as analytical ability 19% feel their teams strike the right balance
- 169. 169 @wilreynolds “Finding talent witha 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. 170 @wilreynolds “The key isto use analytics to enable and enhance creativity.” Tony Palmer president global brands & innovation Kimberly-Clark Corporation
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- 172. @wilreynolds The MP3 business should putthe CD business out of business & hire them all.
- 173. @wilreynolds “If we don’tkill CDs, someone else will, then we’re all fucked”
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- 181. 181 @wilreynolds Know when theyare starting to get unhappy before the query.
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- 184. 184 @wilreynolds Push notify BEFORE yousearched for a job
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- 187. 187 @wilreynolds This is anopportunity 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..
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- 190. @wilreynolds 83% of SEER peepsnamed their car. https://www.flickr.com/photos/greggjerdingen/
- 191. @wilreynolds Get others to telltheir stories https://www.flickr.com/photos/greggjerdingen/
- 192. 192 @wilreynolds “Love the idea,but how many clicks will we get in each position?”
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- 205. 205 @wilreynolds Lesson, Social donewrong is why clicks don’t turn into cliques
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- 216. @wilreynolds SEO that focuseson the first step
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- 220. #MozCon Wil Reynolds •SEER Interactive @wilreynolds • wilr@seerinteractive.com