Increase your level cap with the SEO performance expansion pack

•

4 likes•1,578 views

This talk was about how bringing design, UX, technical performance, CRO, data dashboards and editorial skills into your daily workflow will make you a better SEOer. As a by-product, you’ll become indispensable to your clients/bosses. This talk was presented at Brighton SEO in September 2019.

Marketing

Increase your level cap with
the SEO Performance
expansion pack
Wez Maynard // The MTM Agency
SLIDESHARE.NET/wezmaynard
@wez

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
HI!

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
-- LEVEL CAP --
(VIDEO GAMES) THE MAXIMUM
ATTAINABLE LEVEL OF THE
PLAYER CHARACTER

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
60

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
70 80 85 90 100 110 120

HTTP://WWW.SUNBURNTECH.COM/BLOG/DIGITAL-MARKETING/SEO-TOOLS-TO-CHECK-GOOGLE-ALGORITHM-UPDATES-AND-CHANGES/

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
1999 2019

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
1. TREES
2. END OF TSS
3. ADVANTAGE
4. APPLICATION

@themtmagency @wez #BrightonSEO
TACTICAL SERVICE SPECIALIST
(VERY PARTICULAR SET OF SKILLS)

@themtmagency @wez #BrightonSEO
SEM BADASS

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
HOW?

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
…NOT THIS KIND

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
…THIS KIND!

@themtmagency @wez #BrightonSEO
A CURRENT SEO SKILL TREE
SOURCE:
HTTPS://MARTIJNSCHEIJBELER.COM/GROWI
NG-AS-AN-SEO-LEVELS-SENIORITY-IN-SEO-
ROLES/
@MARTIJNSCH

@themtmagency @wez #BrightonSEO
SEO CAREER PROGRESSION
SOURCE:
HTTPS://MARTIJNSCHEIJBELER.COM/GROWI
NG-AS-AN-SEO-LEVELS-SENIORITY-IN-SEO-
ROLES/
@MARTIJNSCH

@themtmagency @wez #BrightonSEO
SO IS THAT ALL THERE IS TO IT?

@themtmagency @wez #BrightonSEO
NOT ANY MORE.
IT CAN’T BE.

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
2. THE END OF THE
TACTICAL SERVICE
SPECIALIST

@themtmagency @wez #BrightonSEO
94% OF SEOS BELIEVE UX IS
RELATED TO RANKINGS
HTTPS://WWW.SEROUNDTABLE.COM/MOST-SEOS-FEEL-SITE-UX-MATTERS-27869.HTML

@themtmagency @wez #BrightonSEO
IMPROVEMENTS IN CONTENT
HAVE BEEN KNOWN TO
INCREASE BLOG TRAFFIC BY
AS MUCH AS 2,000%
HTTPS://WWW.MARKETINGSHERPA.COM/CONTENT_BY_LEGACY_ID?LEGACY_ID=32133

@themtmagency @wez #BrightonSEO
130,000 FACEBOOK SHARES
HELPED A SITE RANK IN
POSITION #1 FOR
COMPETITIVE KEYWORD
PHRASES
HTTPS://WWW.MATTHEWWOODWARD.CO.UK/SEO/CASE-STUDIES/UNHEALTHIEST-FOODS/

@themtmagency @wez #BrightonSEO
THE MARKET FOR MACHINE
LEARNING APPLICATIONS IS
SET TO REACH 13 BILLION
DOLLARS BY 2020. AI TO
REACH 5 BILLION.
HTTPS://WWW.FOOL.COM/INVESTING/2016/06/19/10-STATS-ABOUT-ARTIFICIAL-INTELLIGENCE-THAT-WILL-B.ASPX

@themtmagency @wez #BrightonSEO
SEO LEADS HAVE A
14.6% CLOSE RATE,
COMPARED TO 1.7%
FOR OUTBOUND LEADS
HTTPS://WWW.IMFORZA.COM/BLOG/8-SEO-STATS-THAT-ARE-HARD-TO-IGNORE/

@themtmagency @wez #BrightonSEO
NEW TECH, IDEAS AND STRATEGIES
WILL MEAN IF YOU'RE NOT ADDING
STRINGS TO YOUR BOW TO STAND
ON THE FRONT LINE…
…YOU'LL BE MUCKING OUT
LATRINES IN THE REAR GUARD.

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
WHERE TO ADD
THE STRINGS?

@themtmagency @wez #BrightonSEO
PERSONAL INTERESTS
&
BUSINESS INTERESTS

@themtmagency @wez #BrightonSEO
PERSONAL INTERESTS

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
HAPPY

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
CAREER BREAK

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
CAREER CHANGE

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
CHILDREN

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
NOT YOU?

@themtmagency @wez #BrightonSEO
BUSINESS INTERESTS

@themtmagency @wez #BrightonSEO
(OR “THE BUSINESS MAYPOLE”)

@themtmagency @wez #BrightonSEO
COMMERCIAL PRESTIGE WELLBEING
ORGANISATION TEAM & CLIENTS INDIVIDUAL

@themtmagency @wez #BrightonSEO
ALL HAVE THE NEED FOR
PERFORMANCE
GAINS IN COMMON

@themtmagency @wez #BrightonSEO
WHY WILL YOUR
BUSINESS CARE?

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
3. ADVANTAGE

@themtmagency @wez #BrightonSEO
COMPETITIVE ADVANTAGE

@themtmagency @wez #BrightonSEO
SYSTEMS ALONE ARE NOT
COMPETITIVE ADVANTAGE

@themtmagency @wez #BrightonSEO
AI ALONE IS NOT
COMPETITIVE ADVANTAGE

@themtmagency @wez #BrightonSEO
TACTICS ALONE ARE NOT
COMPETITIVE ADVANTAGE

@themtmagency @wez #BrightonSEO
THE RIGHT PEOPLE, SKILLS AND
SYSTEMS GIVE BUSINESSES
COMPETITIVE ADVANTAGE

@themtmagency @wez #BrightonSEO
YOU
ARE THE COMPETITIVE
ADVANTAGE

@themtmagency @wez #BrightonSEO
UK SPEND EXPECTED TO
INCREASE 4.6% IN 2020
DIGITAL IS NOW
50% OF ALL BUDGETS
HTTPS://WWW.THEDRUM.COM/NEWS/2019/06/13/GLOBAL-AD-SPEND-SLOW-DIGITAL-WILL-CAPTURE-50-BUDGETS-
2020-SAYS-GROUPM

@themtmagency @wez #BrightonSEO
WHERE SHOULD YOU BUILD TREES?

@themtmagency @wez #BrightonSEO
…SEO / UX / DESIGN / JOURNEY
/ PPC / OPTIMISATION / DATA
SCIENCE / MANAGEMENT /
EDITORIAL / CRO / DEVELOPMENT
/ MARKETING / SALES / MATHS /
PSYCHOLOGY…

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
4. APPLICATION

@themtmagency @wez #BrightonSEO
SEO D-SCI DEV CRO

@themtmagency @wez #BrightonSEO
SEO EDITORIAL MNGMNT PSYC

@themtmagency @wez #BrightonSEO
SEO MATHS SALES MRKTNG

@themtmagency @wez #BrightonSEO
A CLIENT ASKS
YOU TO COME UP
WITH SOME
'NEW' IDEAS TO
GROW ORGANIC
TRAFFIC
Marketing
UX
Design
Client Management

@themtmagency @wez #BrightonSEO
BULLET POINT EMAIL TO CLIENT
VS
20 MINUTE DISCUSSION WITH
SUPPORTING EVIDENCE

@themtmagency @wez #BrightonSEO
WEBSITE
ATTRACTS
A LOT OF
ORGANIC TRAFFIC
TO THE BLOG BUT
CONVERTS LITTLE
Data Science
CRO
UX
Design

@themtmagency @wez #BrightonSEO
PUT MORE CTAS IN THE
BLOG ARTICLES
VS
INVOLVING THE CLIENT IN THE
DIAGNOSIS AND CREATING MORE
REVENUE FOR YOUR BUSINESS

@themtmagency @wez #BrightonSEO
CLIENT SENDS
OVER THE NEW
WEBSITE DESIGN
THEY ARE
CREATING WITH
ANOTHER AGENCY
Data Science
UX
Design
CRO
Client Management

@themtmagency @wez #BrightonSEO
GRIN AND BARE IT
VS
SHOW YOUR VALUE AND KNOW
THAT NEXT TIME YOU CAN HELP
INFLUENCE THE ROUTE TAKEN

@themtmagency @wez #BrightonSEO
THE M-SHAPED WEB MARKETER
EMAILPPC SALES MARKETING DEV UXSEO SOCIALCONTENT

@themtmagency @wez #BrightonSEO
FURTHER READING
HTTPS://INTENSEMINIMALISM.COM/2017/SKILL-TREES-A-FLEXIBLE-WAY-FOR-COMPANIES-TO-DRIVE-PROFESSIONAL-GROWTH/
SKILL TREES: A GETTING STARTED GUIDE

@themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
THANK YOU
SLIDESHARE.NET/WEZMAYNARD
WEZMAYNARD.COM

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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker. Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

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A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience. Key Takeaways: Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.

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