Matt Lacuesta Search Con 2016
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The document discusses a conference on strengthening relationships through better SEO integration held in Breckenridge, Colorado in May 2016. It provides tips on increasing the effectiveness of digital efforts, such as being different, making things simple, causing happiness, and shaking things up. Additional tips are given on content development, user experience, creative marketing, social awareness, branding, customer service, sales, public relations and reporting to integrate SEO best practices. The importance of identifying opportunities to show more value to clients through SEO integration is emphasized.
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Matt Lacuesta Search Con 2016
- 1. May 12 & 13, 2016 | Breckenridge, Colorado
- 2. STRENGTHENING RELATIONSHIPS WITH BETTER SEO INTEGRATION
- 3. The 4 things you need to know to ensure breakthrough content
- 4. INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS _ Be different. Really different.
- 5. INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS _ Be different. Really different. _ Make it simple, stupid.
- 6. INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS _ Be different. Really different. _ Make it simple, stupid. _ Cause happiness.
- 7. INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS _ Be different. Really different. _ Make it simple, stupid. _ Cause happiness. _ Shake shit up.
- 8. INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS _ Be different. Really different. _ Make it simple, stupid. _ Cause happiness. _ Shake shit up.
- 9. 55% of all consumers would pay more for a better customer experience -Defaqto Research
- 18. …the best relationships are the ones where you give them something, and then you start forming a relationship that then may benefit you somewhere along the line in the future. -Gary Vaynerchuk
- 26. COOL, SO HOW DO WE DO IT?
- 27. SEO TODAY _ Technical SEO
- 28. SEO TODAY _ Technical SEO _ Content Development
- 29. SEO TODAY _ Technical SEO _ Content Development _ User Experience Advocacy
- 30. SEO TODAY _ Technical SEO _ Content Development _ User Experience Advocacy _ Creative Marketing
- 31. SEO TODAY _ Technical SEO _ Content Development _ User Experience Advocacy _ Creative Marketing _ Social Awareness
- 32. SEO TODAY _ Technical SEO _ Content Development _ User Experience Advocacy _ Creative Marketing _ Social Awareness
- 35. NOT A COMPREHENSIVE LIST, BUT THESE ARE THINGS HAVE MADE FOLKS HAPPY.
- 36. SOCIAL Provide lists of influencers in specific industries and verticals and niches to help with outreach.
- 37. SOCIAL Show you content that has performed well around a particular keyword
- 38. SOCIAL Social signals are not direct ranking factors Indirect Ranking Factors
- 41. BRANDING Answer this: How can you help me? Not this: What do you do?
- 42. UX _ Unify the site's goals _ Architecture _ Global Navigation and internal linking _ How many clicks does it take? _ Time on site signals _ Will others want to link to it? _ User testing before and after site launch
- 43. UX Mobile Usability _ Design now a ranking factor https://www.google.com/webmasters/tools/mobile-friendly/
- 44. UX Deep linking in apps
- 46. CUSTOMER SERVICE FAQ _ What issues come up most often _ Learn to manage expectations in the future
- 47. SALES FAQ _ Identify common objections _ Which collateral resonates?
- 48. SALES Private social communities IT specific community that can be used to determine hot topics and build personas. Also has paid opportunities.
- 53. PR Competitive Backlink Analysis Whose linking to your competition? Identify opportunities.
- 54. PR When you find relevant articles, don’t just focus on the site. Read the author profile, read their other work and connect via LinkedIn.
- 55. SOCIAL // PR // CONTENT Type “related:website.com” into Google’s search bar for a domain or page and the engine will return pages it perceives as similar.
- 57. REPORTING Makes reporting a breeze with over 100 integrations to create custom dashboards.
- 58. Think about current client relationships and where you can show more value
- 59. Look at current processes and look for opportunities for SEO integration
- 60. ’The best SEO’s will put themselves out of a job…’
- 61. …the best SEOs have done such a good job at educating other teams on SEO that, after a while, there doesn’t need to be someone advocating for the ‘right thing for SEO’ because that’s naturally been weaved into the fabric of every digital professional’s job. -Erin Everhart
- 62. thanks
Editor's Notes
- Intro Me – group for 7 years Burns Branding Interactive – build awesome websites that convert And digital marketing Content marketing
- If you follow the leader, you’ll never be a leader. Do things your competitors can’t do and say things they won’t say. Garrett Acott is a great example.
- Ask yourself something. “Would you buy your company’s product over one that simplifies everything into one clear experience?
- Happy Customers spend more They’re more loyal More willing to give you the benefit of the doubt
- Who says you can’t swear in marketing? Market to the beat of your own drummer Disruptive irreverence
- This is the part that stuck out, and it makes sense. I frequent the places I like. I tell people about them. I’m willing to try out their other ventures.
- Al’s Barbershop
- Come see me afterwards for hard copy
- STRENGTHENING RELATIONSHIPS WITH BETTER SEO INTEGRATION Main point today: Making those you work with happy. Clients aren’t just the ones who pay the bills Clients can be your internal team Account Managers, Producers, Developers, Content Development, Paid, UX, Designers, Social, PR Another department Client’s vendor – Play well with others This is was builds relationships and referral business.
- Marketing is hard. SEO is hard. Dealing with clients is hard.
- CORPORATE
- AGENCY
- WORK FROM A COFFEE SHOP
- REGARDLESS OF WHERE YOU WORK, IT CAN FEEL LIKE THIS
- EVER FEEL LIKE YOUR JOB IS CLEANING UP SOMEONE ELSE’S MESS?
- Help people show the added value of their work
- Give them something nice that they’ll appreciate
- HELP PEOPLE SELL, NOT JUST RANK
- SMALL GOALS
- BIG GOALS
- MONEY IN THE BANK
- Situations Can Lead to new business Especially with B2B companies get acquired
- Situations Can Lead to new business Especially with B2B companies get acquired
- Situations Can Lead to new business Especially with B2B companies get acquired
- Situations Can Lead to new business Especially with B2B companies get acquired
- Situations Can Lead to new business Especially with B2B companies get acquired
- We know a lot of the big technical aspects and content pieces that are direct ranking factors We spend a lot of time on them
- REBUILDING THE FOUNDATION Performance – site speed Crawlability – access for engines, JS Structure Content Management – avoiding dupes
- REBUILDING THE FOUNDATION Performance – site speed Crawlability – access for engines, JS Structure Content Management – avoiding dupes
- Many of you are probably familiar with many of these tools BUT Think about the context of how others could find it helpful. These are things that we look at every day. Things we read about every day. Things we try and test. Think about from someone else’s perspective.
- Can they trigger entity association and topic modeling algorithms
- Situations Can Lead to new business Especially with B2B companies get acquired
- Refresh Denver
- Situations Can Lead to new business Especially with B2B companies get acquired
- Content Creation Play
- Situations Can Lead to new business Especially with B2B companies get acquired
- Easy Links, great for local
- Hire them to write a piece. Do an interview. Interview them!
- LinkedIn, Twitter, Facebook, Facebook Ads, GA, GAD Yext, Marchex