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Real company stuff…It’s a struggle
             Wil Reynolds
               Associate
            SEER Interactive
           Seerinteractive.com
              @wilreynolds
Warning - Warning - Warning
@wilreynolds
Scale – Scale - Scale
@wilreynolds
Ya’ll talkin about “LINK Juice?” Not Revenue,
      Not Engagement, Not SOV, LINKS, Ya’ll talkin’ about Links, man?
@wilreynolds
Business existed before search engines
@wilreynolds
1986
@wilreynolds
How would you sell…
           Software

@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
#RCS

@wilreynolds
Before this?
@wilreynolds
Thinking…

@wilreynolds
Buy old
domains and        Buy text links                  Buy text
 301 them           in footers
                                     10,000     links in copy
                                    pinterest
     Cloaking Fake                        Reciprocal
                                    accounts
   Linkbait stumbles                DIGG    links
               3 way link         Network
               exchange      IMG Alt         White text
Private link                                 On White
 network                     stuffing       background
@wilreynolds
@wilreynolds
@wilreynolds
#RCS is tough

@wilreynolds
True Story…

@wilreynolds
Mommy Bloggers
           for a construction
               company?
@wilreynolds
Yeah, it’ll get links

@wilreynolds
Get you laughed out of the VP’s office
@wilreynolds
OR

@wilreynolds
“Our company wants to
     inspire the next
       generation of
       engineers…”
@wilreynolds
#RCS gets results
         non-RCS can’t
@wilreynolds
@wilreynolds
Real      Co.   Sh*t

@wilreynolds
@wilreynolds
REALLY?

@wilreynolds
Protip: Find people copying
        your fashionistas images
             @alliebrown89

@wilreynolds
Tweet their post when they credit you
@wilreynolds
SEO’s w/ marketing plans?
@wilreynolds
Google’s favoring brands….
@wilreynolds
Finally rewarding brand activity
@wilreynolds
no followers
               no engagement
               no cust. service
                 no content
@wilreynolds
WINNER!
@wilreynolds
I can build a legit business on…this strategy??
@wilreynolds
This sounds like some hokey bullshit, but OK
@wilreynolds
Cutts          Mueller
               You            You




                     Penguin Slap!
@wilreynolds
Cleaning up low
                quality links?

@wilreynolds
@wilreynolds
Develop a clean up
            your crappy
           business tool
@wilreynolds
Still not getting it

@wilreynolds
Today’s SEO wants
            Clients who

@wilreynolds
Engage
@wilreynolds
Rabid Fans
@wilreynolds
Stand for something
@wilreynolds
Share their expertise
@wilreynolds
Share their data
@wilreynolds
Share their data
@wilreynolds
Share their data
@wilreynolds
@wilreynolds
Real company sh*t
               #RCS
               j.mp/PdH1dc
@wilreynolds
Building followers
 is the new link building

@wilreynolds
What writers, bloggers
   are following you?

@wilreynolds
Followerwonk

@wilreynolds
Writers




               56
@wilreynolds
OUTCOME




               57
@wilreynolds
RWW




               58
@wilreynolds
No followers?
Do it to a competitor!
Client challenge
No new stuff for links
Image search for logo +
     sponsorship
   @adammelson
[companyname] +
     event
DON’T EVEN THINK ABOUT IT!
bit.ly/localmoz



@kanejamison
Company already
 has done #RCS
  w/ content?
30 second
               #RCS Test?
                            68
@wilreynolds
69
@wilreynolds
70
@wilreynolds
71
@wilreynolds
How quick is your
            “fall off”?
                             72
@wilreynolds
How well do you
                blanket your
                  industry?
                                 73
@wilreynolds
74
http://bit.ly/rank-checker-seobook   75
@wilreynolds
#RCS gets copied
  @JHTScherck
Protip: Set up G alerts after
 every major content push
How do you develop
  content ideas?
30 second guide to
  content ideas
How to sell #RCS
  to your boss
Curious
Built entire microsites
 off of this strategy!
Q’s the web hasn’t answered
Revenue matters
How much traffic, newsletter
 signups, and conversions?

     Are you getting it?
bit.ly/conversions-and-links
         @jasonacidre
Giveaway = $3900 (eevenue)
250+ Social shares (engagement)
  50 comments (engagement)
      10 sales (customers)
  1 new blogger (relationship)
Giving away product
    made client
 $3900 in 1 week
Oh, and their rankings
     are going up
You talkin’ bout
 “LINK JUICE”
“Vs”
searches
97
@wilreynolds
98
@wilreynolds
SEOMOZ SEOBOOK
Who is going to
               own that convo?

                                 100
@wilreynolds
101
@wilreynolds
Do you have the
                  content?

                                 102
@wilreynolds
B2B?
        #RCS is even easier

                              103
@wilreynolds
Use PPC data!
                  (client story)



                                   104
@wilreynolds
Don’t need big brand
  $$ to do #RCS
Skateboard Client
@nicomicelli
HOLD THE FREAK UP!
   (retrain the SEO mind)
Add value
Interview the builders
  Create a Google map of gov’t parks
 Most friendly cities for skate boarders
        # of skate parks [study]
             Go shoot video
How to get your city to build a skate park
There will be turbulence
I’m gonna
sue your
client
There will be HUGE
    wins too…
“Search strategy should
   be driving content
       strategy”
              - Marketing VP of MAJOR brand
SEO’s are best to drive
content strategy IF (BIG IF) we
 can understand our role in a
        larger context
We MUST stop this!!
We are the ugly fish of marketing, embrace it
I need the right PH & someone to feed me
We eat shit….survive – you die
Stop making our
work about links &
    shortcuts
=
Start making our
work about industry
    leadership
Start making our
work about caring
 for customers
Start making our work
 about engagement
Start making our work
   about education
=
I love those SEO guys
We can win the
budgets we deserve
Your first attempts
     will suck
#RCS starts
somewhere
Now, its … THIS!
This is
REAL COMPANY SHIT
Wil Reynolds
    Associate
 SEER Interactive
Seerinteractive.com
   @wilreynolds

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