You're already SEOing and you don't even know it.
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There are many aspects of a business that marketers work with to ensure a cohesive approach. In this presentation we discuss the different aspects of a business that can directly or indirectly impact organic visibility in the search engines. Presentation by Matt Lacuesta for Denver Digital Summit 2016
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You're already SEOing and you don't even know it.
- 1. Matt Lacuesta You’re already SEOing and you don’t even know it
- 4. #DSDEN16
- 5. #DSDEN16 | @mattlacuesta | @burnsmarketing
- 6. #DSDEN16 | @mattlacuesta | @burnsmarketing
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- 10. #DSDEN16 | @mattlacuesta | @burnsmarketing Times they are a-changin’
- 11. #DSDEN16 | @mattlacuesta | @burnsmarketing
- 12. #DSDEN16 | @mattlacuesta | @burnsmarketing No more
- 13. #DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
- 14. #DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
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- 17. #DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
- 18. #DSDEN16 | @mattlacuesta | @burnsmarketing
- 19. #DSDEN16 | @mattlacuesta | @burnsmarketing Ugly baby
- 20. #DSDEN16 | @mattlacuesta | @burnsmarketing Be nice
- 21. Sales
- 22. What you’re already doing Sales + Identifying common objections + Understanding the audience
- 23. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Sales + Share content _ FAQs _ Answers to common objections _ Collateral that resonates _ Sales perspective to develop personas
- 24. #DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
- 25. #DSDEN16 | @mattlacuesta | @burnsmarketing
- 26. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Sales + Private social communities IT-specific community that can be used to determine hot topics and build personas. Also has paid opportunities.
- 27. Customer service
- 28. What you’re already doing Customer service + Understanding pain points for clients + Improving products or service
- 29. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Customer service + Share content _ FAQs _ Common issues _ Content that helps manage expectations
- 30. User experience
- 31. What you’re already doing UX + Creating intuitive user flow + Developing conversion-driven user paths + Testing + Increasing on-site engagement
- 32. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further UX _ Mobile usability _ Design as a ranking factor _ https://testmysite.thinkwithgoogle.com/
- 33. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further UX
- 34. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further UX
- 35. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further UX _ In-depth details • https://www.google.com/webmasters/tools/mobile-friendly
- 36. Public relations
- 37. What you’re already doing PR + The original link builders + Relationship building + Brand recognition + Reputation management
- 38. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further PR + Leverage _ Events _ Partnerships _ Volunteerism _ Sponsorships
- 39. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further PR + Use Open Site Explorer to: _ See who is linking to your competition _ Identify opportunities _ https://moz.com/researchtools/ose/
- 40. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further 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.
- 41. #DSDEN16 | @mattlacuesta | @burnsmarketing Social
- 42. What you’re already doing Social + Building community + Sharing content + Understanding the audience + Increasing visibility through Search Engine Result Page (SERP) real estate
- 43. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Social + Indirect ranking factors + Social search
- 44. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Social Provides lists of influencers in specific industries, verticals, and niches to help with outreach.
- 45. #DSDEN16 | @mattlacuesta | @burnsmarketing Paid search
- 46. What you’re already doing Paid search + Improving visibility in SERPs + Sharing keyword insights + Judging quality of content + Testing content and conversions
- 47. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Paid search + Match keywords to search behavior and user intent + Review analytics: User flow data _ Are you providing the right experience?
- 48. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Paid search + Additional keyword tools _ https://ubersuggest.io _ http://keywordtool.io _ https://www.wordtracker.com/
- 49. #DSDEN16 | @mattlacuesta | @burnsmarketing Branding
- 50. What you’re already doing Branding + Developing the brand voice _ The experience your audience has with you _ Putting your best foot forward _ Consistent messaging
- 51. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Branding Type “related:website.com” into Google’s search bar for a domain or page, and the engine will return pages it perceives as similar.
- 52. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Branding + Semantic search + Answers to questions
- 53. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Branding + Answer this: _ How can you help me? + Not this: _ What do you do?
- 54. Content
- 55. What you’re already doing Content + Keyword research + Content gap analysis + Rich content for users, not just search engines + Developing the most valuable asset
- 56. #DSDEN16 | @mattlacuesta | @burnsmarketing
- 57. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Content Shows you content that has performed well around a particular keyword.
- 58. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Content + Use Open Site Explorer to: _ Determine types of content or themes that generate links from other sites. _ https://moz.com/researchtools/ose/
- 59. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Content + Industry trends + Tools _ https://www.thinkwithgoogle.com/
- 60. Reporting
- 61. What you’re already doing Reporting + Tracking performance _ Vanity metrics _ KPIs _ Goals _ $$$
- 62. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Reporting + Cross-departmental reporting templates _ eCommerce directors _ Copywriters _ PR and development teams _ Customer service and merchandisers _ http://www.goinflow.com/keep-your-seo-job
- 63. #DSDEN16 | @mattlacuesta | @burnsmarketing Take it further Reporting Makes reporting a breeze with more than100 integrations to create custom dashboards.
- 64. #DSDEN16 | @mattlacuesta | @burnsmarketing
- 65. #DSDEN16 | @mattlacuesta | @burnsmarketing Same goals
- 66. #DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
- 67. #DSDEN16 | @mattlacuesta | @burnsmarketing Money in the bank #DSDEN16 | @mattlacuesta | @burnsmarketing
- 68. #DSDEN16 | @mattlacuesta | @burnsmarketing Happy
- 69. 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
- 70. #DSDEN16 | @mattlacuesta | @burnsmarketing Next steps
- 71. #DSDEN16 | @mattlacuesta | @burnsmarketing Think about current client relationships and where you can show more value.
- 72. #DSDEN16 | @mattlacuesta | @burnsmarketing Look at current processes and look for opportunities for SEO integration.
- 73. Thank you
- 74. BURNS MARKETING | Copyright 2016 | All Rights Reserved | 74 @burnsmarketing
- 75. #DSDEN16 | @mattlacuesta | @burnsmarketing Questions?
Editor's Notes
- What we’re trying to accomplish is hard. How do I see people struggle. I’ve seen many companies who don’t know how their work affects SEO, or don’t work together with other departments.agencies.
- This pertains to you at the Enterprise level, can help make better business cases, and work cross-departmentally. You may be working with outside agencies and other departments. It may be difficult to make a business case. Showing how your work has additional value can be helpful. You internal stakeholders are the clients you need to make happy.
- Agency world – work across many different external clients and across different departments. Partnering with other vendors.
- Whatever your situation, your job is to deliver work that performs and makes your client happy.
- SEO Changes a lot.
- SEO has been a siloed service but with modern search, the lines are becoming blurred. SEO involves a technical aspect, developing content, PR, social, working with paid search, customer service, sales, etc…
- SILO NO MORE – the lines have blurred. No more just optimizing title tags and inserting keywords into copy.
- Classic SEO packages.
- No more 10 Blue links.
- The way our search has become more conversational.
- • You’re likely to step on toes. While it may be tempting to jump into a new project and start ordering SEO-based code changes or say that it’s SEO’s job to provide the language used in copy development, be aware that there are likely IT and PR departments in the room who think those things are their job. My advice: Before calling their baby ugly, always acknowledge the necessary role of IT to provide a good code base and/or PR to craft the brand’s message — then explain how SEO can enhance, not replace, their work.
- • You’re likely to step on toes. While it may be tempting to jump into a new project and start ordering SEO-based code changes or say that it’s SEO’s job to provide the language used in copy development, be aware that there are likely IT and PR departments in the room who think those things are their job. My advice: Before calling their baby ugly, always acknowledge the necessary role of IT to provide a good code base and/or PR to craft the brand’s message — then explain how SEO can enhance, not replace, their work.
- • You’re likely to step on toes. While it may be tempting to jump into a new project and start ordering SEO-based code changes or say that it’s SEO’s job to provide the language used in copy development, be aware that there are likely IT and PR departments in the room who think those things are their job. My advice: Before calling their baby ugly, always acknowledge the necessary role of IT to provide a good code base and/or PR to craft the brand’s message — then explain how SEO can enhance, not replace, their work.
- Need to determine best footer for this slide
- Whether you’re trying to boost traffic to the company website. Create more engagement on social channels Build an email list Manage a company’s reputation