SEO Integration by Matt Lacuesta | SEMPO Cities KC 2016
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This document summarizes Matt Lacuesta's presentation on integrating SEO into other marketing functions at the SEMPO Cities Kansas City event. It discusses how activities in areas like sales, customer service, public relations, social media, paid search, and content can be enhanced to further SEO goals. For each area, it outlines what is already being done and provides suggestions for how to "take it further" by leveraging SEO best practices. The presentation aims to help attendees look for opportunities to better integrate SEO into their existing processes across different marketing channels.
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Corporate Branding That Sticks Slideshare
The document discusses the importance of developing a strong corporate brand. It notes that corporate brands have more complex audiences than consumer brands, including customers, employees, investors, and governments. This requires tighter branding and communication strategies. The document also outlines several benefits that a strong corporate brand can provide, such as capturing a company's vision and values, guiding its strategy, uniting employees, and maximizing value. It emphasizes that an effective corporate brand needs a compelling story behind it.
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How To Navigate AI - The Future is Yours to Define - Tim Hayden
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Generative AI - Unleash Creative Opportunity - Peter Weltman
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
Etsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital Products
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
SEO Integration by Matt Lacuesta | SEMPO Cities KC 2016
- 1. Matt Lacuesta SEMPO Cities Kansas City October 27, 2016
- 5. | @mattlacuesta | @burnsmarketing Times have changed
- 6. Hot topics In the news • Penguin 4.0 • Quality Updates (Phantom) • Machine Learning • Semantic Search • Engagement • Mobile • AMP • Mobile Index
- 7. | @mattlacuesta | @burnsmarketing No more
- 8. | @mattlacuesta | @burnsmarketing All the things affect SEO
- 9. Sales
- 10. What you’re already doing Sales • Identifying common objections • Understanding the audience Take it further • Share content • FAQs • Answers to common objections • Collateral that resonates • Sales perspective to develop personas
- 11. Customer service
- 12. What you’re already doing Customer service • Understanding pain points for clients • Improving products or service Take it further • Share content • FAQs • Common issues • Content that helps manage expectations
- 13. Public relations
- 14. What you’re already doing PR • The original link builders • Relationship building • Brand recognition Take it further • Events • Partnerships • Volunteerism • Sponsorships
- 15. | @mattlacuesta | @burnsmarketing Social
- 16. What you’re already doing Social • Building community • Sharing content • Understanding the audience • Increasing visibility through Search Engine Result Page (SERP) real estate Take it further • Indirect ranking factors • Social search
- 17. | @mattlacuesta | @burnsmarketing Paid search
- 18. What you’re already doing Paid search • Improving visibility in SERPs • Sharing keyword insights • Judging quality of content • Testing content and conversions Take it further • Match keywords to search behavior and user intent
- 19. Content
- 20. What you’re already doing Content • Keyword research • Content gap analysis • Rich content for users, not just search engines • Developing the most valuable asset
- 21. | @mattlacuesta | @burnsmarketing Look at current processes and look for opportunities for SEO integration.
- 22. | @mattlacuesta | @burnsmarketing Burnsmarketing.com/KC
- 23. Helpful links • Ranking for #0 – Dr. Pete Meyers | Moz • http://www.slideshare.net/crumplezone/seo-for-answers-ranking-0 • Technical SEO Renaissance – Michael King | iPullRank • http://bit.ly/tech-renaissance • How Google Works – Paul Haahr | Google • https://www.youtube.com/watch?v=iJPu4vHETXw
- 24. Thank you
Editor's Notes
- These are the big SEO things that are new, have changed and will be a big focus in 2017.
- SILO NO MORE – the lines have blurred. No more just optimizing title tags and inserting keywords into copy.
- So many aspects play a part in SEO as part of improving overall site quality
- Utilizing the sales team for content ideas