1.
#MozCon
Wil Reynolds • SEER Interactive
You are so Much More Than
an SEO
@wilreynolds • wilr@seerinteractive.com

2.
@wilreynolds https://www.flickr.com/photos/chezdom
SEOSUX

3.
@wilreynolds
SUX
SEO

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@wilreynolds
SUX
#SUX?

5.
@wilreynolds
Rimping
Village

6.
@wilreynolds
I’m a content marketer,
not an SEO
https://www.flickr.com/photos/mikeyphillips/

7.
@wilreynolds
I’m an outreach specialist,
not a link builder
https://www.flickr.com/photos/mikeyphillips/

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@wilreynolds
Link Builder
Content Marketer

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@wilreynolds
What got you HERE
Won’t get you THERE

10.
@wilreynolds
Putting your finger on a key
doesn’t make you a writer

11.
@wilreynolds
Can you deliver a strategy?

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@wilreynolds
Holistic,End-to-end,Integrated

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@wilreynolds

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@wilreynolds
What do I mean?

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@wilreynolds
Links,
Rankings,
Traffic
Matter

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@wilreynolds
But so does #SUX

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@wilreynolds
“I want conversions from links”
Rankings are secondary

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@wilreynolds
Alter YOUR Strategy?

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@wilreynolds
You know what matters
more than links?

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@wilreynolds
Customers

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@wilreynolds
#RCS

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@wilreynolds
Branding
https://www.flickr.com/photos/obis/

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@wilreynolds
When is your job well done?
https://www.flickr.com/photos/obis/

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@wilreynolds
When our clients are happy

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@wilreynolds

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@wilreynolds
It’s really hard to 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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@wilreynolds
The stylus was cool

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@wilreynolds
As if the
finger
was
dead
https://www.flickr.com/photos/bayat/

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@wilreynolds
Fight being
pigeon
holed

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30
@wilreynolds
SEO’s need to be like
5
year olds
Be a Year
Old

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31
@wilreynolds
SEO’s need to be like
5
year oldsAsk
Why
Times

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@wilreynolds
We need 30 links.
Why?
Why?
Why?
Why?
Why?

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@wilreynolds
We need 10 blog 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!!!!!

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@wilreynolds
Your Response…
What if I could grow your
business without 10 blog
posts a month, is that a fail?

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@wilreynolds
You will
get
pushback

36.
@wilreynolds
You will
hear
“Finally” https://www.flickr.com/photos/digimist

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@wilreynolds
Build content > Promote >
Links > Rankings > Traffic >
Conversions = Money

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@wilreynolds
Follow the
money…

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@wilreynolds
Follow the
money…

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@wilreynolds
Tweet > Money

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@wilreynolds
Win hearts
or
wallets
or
BOTH

42.
@wilreynolds

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@wilreynolds
Tweet > Money > Links

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@wilreynolds
Outputs vs Outcomes

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@wilreynolds
Getting 30 links is an
outPUT

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@wilreynolds
Growing a business is an
outCOME

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@wilreynolds
Make clients
happy

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@wilreynolds

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@wilreynolds
Make clients’
customershappy

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@wilreynolds
We’ve been celebratingthe
first step
https://www.flickr.com/photos/smcgee/

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@wilreynolds
Start
celebrating
the
LAST https://www.flickr.com/photos/smcgee/

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@wilreynolds
You follow drugs you get
drug addicts and drug
dealers. But you start to
follow the money….

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@wilreynolds
And you don’t know
where the FUCK it’s
going to take you
--Lester Freamon

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@wilreynolds
Ever get a check from these guys?

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@wilreynolds
#SUX requires SOCIAL

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds
256 Rims

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@wilreynolds
SEO WE WON!!!

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@wilreynolds
Good SEO?

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@wilreynolds
PPC WE WON!!!

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@wilreynolds
Good PPC?

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@wilreynolds
F
A
I
Lhttps://www.flickr.com/photos/stereoscopy/

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@wilreynolds
SEO
PPC
UX
BIZ

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@wilreynoldsWeALL LOST

67.
@wilreynolds

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@wilreynolds
Is that loss going to show
up in your ranking report?

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@wilreynolds
SEO, PPC, UX, y’all getting robbed!

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@wilreynolds

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@wilreynolds
Not a
soul

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@wilreynolds
But they are
dropping $$
on TV!

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@wilreynolds
I asked for
help

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@wilreynolds
So I guess I didn’t buy them right?

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@wilreynolds

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@wilreynolds
CarID &
Tirerack
were robbed

77.
@wilreynolds
Lost me as a
customer

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@wilreynolds
Relationships
are
Fragile
https://www.flickr.com/photos/filtercollective/

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@wilreynolds
Relationships
are
Multi-touch
https://www.flickr.com/photos/filtercollective/

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@wilreynolds
Are you willing to
FIX
that experience?
https://www.flickr.com/photos/filtercollective/

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@wilreynolds
Stop
Celebrating
the first step?
https://www.flickr.com/photos/filtercollective/

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@wilreynolds
Change your focus

83.
@wilreynolds
Driving clicks

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@wilreynolds
Building CLIQUES!!

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@wilreynolds
How much time do you
invest in building cliques?

86.
@wilreynolds
Where does this show up in the
Omniture report?

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@wilreynolds
I disrespected the UX of
SEO

88.
@wilreynolds
SEM
#SUX

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@wilreynolds

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@wilreynolds
2500% ROI
Facebook Custom Audiences

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@wilreynolds

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@wilreynolds

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@wilreynolds
Targeting
Journalists

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@wilreynolds
Built 30 links by doing PPC

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@wilreynolds
bit.ly/10k-test

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@wilreynolds
Using analytics to find
socially charged content
Pitched as SEM/Media
(A/B testing, remove low
performers, etc)
SEO gets links
Social gets engagement

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@wilreynolds
PR
#SUX

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@wilreynolds
The absolute best way to
get in front of reporters I
know

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@wilreynolds
Allmytweets

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Muckrack

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Allmytweets

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Allmytweets

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TweetDeck

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TweetDeck

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TweetDeck

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TweetDeck

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© 2014 SEER Interactive | All Rights Reserved
page 107
Facebook Graph Search Social + SEO
Facebook

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© 2014 SEER Interactive | All Rights Reserved
page 108
Facebook Graph Search Social + SEO
Facebook

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http://www.facebook.com/
Allmytweets

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http://www.facebook.com/
Allmytweets

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@wilreynolds
Target the
#’s
influencers
use most

112.
@wilreynolds
Target the
#’s
influencers
use most

113.
@wilreynolds
Got my M%$#@(&%in’
ATTENTION
@benwynkoop1

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@wilreynolds
Brand
#SUX

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@wilreynolds

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@wilreynolds
Ecommerce client, 1000%
increase in a holiday traffic,
YOY

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@wilreynolds
March 2013 – 51 PA | 37 Links
March 2014 – 50 PA | 51 Links

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@wilreynolds https://www.flickr.com/photos/zanthia/

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@wilreynolds
10% improvement in page 1
rankings that week across all
tracked keywords

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@wilreynolds
YouTube
#SUX

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@wilreynolds
Turning Views to Revenues
(Tutorials)

122.
@wilreynolds

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@wilreynolds
and… custom audiences

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@wilreynolds
Content
#SUX

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@wilreynolds
bit.ly/hotcontentbymonth

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@wilreynolds

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@wilreynolds

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@wilreynolds
DemographicsPro, understand
the overlaps in your brand

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@wilreynolds
bit.ly/demopro1

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds
Product
#SUX

137.
© 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

138.
@wilreynolds
Why
Can’t
Etsy

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds
Too often we don’t want to
give the customer the
content they want…

145.
@wilreynolds
We give them the content we
want them to want.https://www.flickr.com/photos/21561428@N03/5556601
381

146.
@wilreynolds
Community
Mgr
#SUX

147.
@wilreynolds

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@wilreynolds
That’s how
desperate
we were to
connect w/
a
community

149.
@wilreynolds
How many
of us started
HERE??

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@wilreynolds
Back in the day who owned
keywords? Us & really no
one else.

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds
SEO was the last STEP

156.
@wilreynolds
Went from

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@wilreynolds
To

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@wilreynoldsFocus on Search UX

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds
FREE!!!!!!!!!!!!!!!!!!!!!!

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@wilreynolds
FREE!!!!!!!!!!!!!!!!!!!!!!

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@wilreynolds
How much time you putting
there?

166.
@wilreynolds
Paint you
a
Picture
https://www.flickr.com/photos/78764561@N07/

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@wilreynolds

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@wilreynolds
160 CMOs
70% believe that creativity is
just as important as analytical
ability
19% feel their teams strike
the right balance

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@wilreynolds
“Finding talent with a proper blend of the
creative and analytical is a challenge, say the
CMOs, especially amid fierce competition for
the scarce experts with both skills.”

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@wilreynolds
“The key is to use
analytics to enable and
enhance creativity.”
Tony Palmer
president global brands & innovation
Kimberly-Clark Corporation

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@wilreynolds
Jeff
Mad

172.
@wilreynolds
The MP3
business should
put the CD
business out of
business & hire
them all.

173.
@wilreynolds
“If we don’t kill
CDs, someone
else will, then
we’re all
fucked”

174.
@wilreynolds
Our
Turn?
https://www.flickr.com/photos/papacamera/

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@wilreynolds
It’s a celebration PITCHES

176.
@wilreynolds
Pitch Happiness

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@wilreynolds
Lost the project

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@wilreynolds
Build an app

179.
@wilreynolds
Trapped
at
Work?

180.
@wilreynolds
Trapped
at
Work?

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181
@wilreynolds
Know when they are
starting to get unhappy
before the query.

182.
@wilreynolds
Sound Familiar?

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@wilreynolds

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@wilreynolds
Push notify BEFORE
you searched for a job

185.
@wilreynolds
Trapped
at
Work?

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@wilreynolds
Pitch #2

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@wilreynolds
This is an opportunity 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..

188.
@wilreynolds

189.
@wilreynolds
Big Red
Chuck
Auntie O
Greta the Jetta

190.
@wilreynolds
83% of SEER
peeps named
their car.
https://www.flickr.com/photos/greggjerdingen/

191.
@wilreynolds
Get others to
tell their stories
https://www.flickr.com/photos/greggjerdingen/

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@wilreynolds
“Love the idea, but how
many clicks will we get in
each position?”

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@wilreynolds

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@wilreynolds

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@wilreynolds
Keep TRYING!

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@wilreynolds
bit.ly/CTRisbroken

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@wilreynolds
Launch your own stuff!

198.
@wilreynolds http://www.flickr.com/photos/theenmoy
RCS.SEERINTERACTIVE.COM

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@wilreynolds
Destinationlayover.com

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds
Lesson, Social done wrong
is why clicks don’t turn into
cliques

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@wilreynolds
But social done right…

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@wilreynolds
Makes every channel more
profitable

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds

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@wilreynolds
SEO that focuses on the first step

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@wilreynolds
Follow the Money!

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@wilreynolds
Titles don’t matter
Customers Do!

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@wilreynolds
@chadgingrich
@Afreezee
@alisa_scharf
@HarrisNeifield
@Nick_Vigg
@ethanlyon
@mmstll
@up_for_GRABS89
@danaforman
@teresa_a_lopez
@Brian_A_Jensen
@AudreyBloemer
@AndrewMeyer8
@stephbeadell
@KellyMCallas

220.
#MozCon
Wil Reynolds • SEER Interactive
@wilreynolds • wilr@seerinteractive.com