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One Trick Ponies Get Shot, for SEOs

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I do a lot of SEO. And I get fired a lot. Why? Often because the client can't connect the goal to the work: We're getting them higher rankings, etc., but we can't justify it all based on the client's real goal.

By the way, strategy isn't a thing. It's a way of thinking. Learn that, and how to apply it, in this presentation.

Published in: Marketing, Business
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One Trick Ponies Get Shot, for SEOs

  1. HAND-WAVY ONE TRICK PONIES GET SHOT (3.0) CONNECTING TACTICS TO GOALS WITH STRATEGY CONTENT IDEATION STUFF The leading interactive internet marketing agency Ian Lurie @portentint www.portent.com
  2. I GET FIRED IT SUCKS
  3. IT SUCKS
  4. WHY?!!!
  5. FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE 100% 50% 0% Agency Client
  6. PRODUCTS ARE EASIER
  7. SO WE WENT FROM THIS
  8. TO THIS
  9. ONCE, THE OUTCOME WAS THE PRODUCT
  10. NOW, THE TACTIC IS THE PRODUCT
  11. SAFFRINATE FOOGLEBAR IS WHAT WE DO!!!!
  12. SAFFRINATE FOOGLEBAR CONTENT META TAGS SITE SPEED CRAWLS KEYWORD OPTIMIZATION DESIGN SEARCH MARKETING LOCAL SEARCH CONTENT MARKETING LINK BUILDING INBOUND MARKETING SEO VIDEO SEO SOCIAL MEDIA PAID SOCIAL MEDIA BLOG POSTING GUEST POSTING BANNER ADS FRENDIDGES BENIFICENCE FIDDLE-DEE-DEE-DEE E-COMMERCE DEVELOPMENT MOBILE RICH MEDIA CRUNKINATAGE OMNICHANNEL IMAGE SEARCH VIDEO PRODUCT LISTING ADS PAY PER CLICK PROGRAMMATIC BUYING TFIDF LDA PENGUIN PANDA CLOAKING ANALYTICS MEDIA BUYING DEVELOPMENT E-COMMERCE DEVELOPMENT MOBILE RICH MEDIA SCHEMA.ORG
  13. THAT CAUSES UNCERTAINTY
  14. AND COMMODITIZATION
  15. NO ONE CARES ABOUT THE VENDING MACHINE
  16. “WE’VE NOW EDITED 32 TITLE TAGS” “TRAFFIC FROM ORGANIC SEARCH IS UP 10%” “WE GOT YOU MORE LINKS!!!!”
  17. greetings of the day!!!
  18. THE CLIENT BUYS AN OUTCOME
  19. WE’RE SELLING TRICKS
  20. WE’RE ALL ONE-TRICK PONIES
  21. CHECK OUT THE SEO!!!! ulp.
  22. STOP TALKING TRICKS
  23. START TALKING OUTCOME
  24. STRATEGY IS THE FRAMEWORK FOR THE CONVERSATION
  25. STRATEGY MAKES GOALS INTO TOOLS
  26. what is this strategy of which you speak?
  27. FIRST, A FEW MYTHS MUST DIE
  28. $40,000 please NO
  29. “WE NEED A 2-YEAR STRATEGY” NO
  30. THERE IS A STRATEGY NO
  31. STRATEGY = GOAL NO
  32. STRATEGY NO A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL
  33. STRATEGY ISN’T A THING
  34. SEO IS A THING
  35. STRATEGY IS AN APPROACH
  36. STRATEGY TESTING EVERY TACTIC AGAINST A DESIRED OUTCOME
  37. PRACTICING STRATEGY THERE ARE FOUR ELEMENTS
  38. GOAL(S) PARAMETERS FEEDBACK LOOP REPS 1 2 3 4
  39. GOAL 1
  40. A MEASURABLE OUTCOME THAT MEANS SUCCESS
  41. A GOAL = A CONNECTION BETWEEN TACTIC AND STRATEGY
  42. GROW REVENUE N%
  43. DOUBLE SHARE OF VOICE
  44. IMPROVE CONVERSION RATE N%
  45. REVENUE ≥ THE COST TO KEEP BUSINESS ALIVE
  46. OR HIGHER CUSTOMER VALUE NO, NO, I JUST WANT MORE LINKS
  47. “WHY MORE LINKS?”
  48. “WHY RANK HIGHER?”
  49. “HOW MUCH MORE MONEY CAN WE SHOOT FOR?”
  50. “ I WANT TO EXCEED YOUR EXPECTATIONS. I NEED TO KNOW WHAT SUCCESS MEANS. ”
  51. PARAMETERS 2
  52. CONSTRAINTS, OPPORTUNITIES AND METRICS
  53. CONSTRAINT BUDGET
  54. CONSTRAINT MONTHLY ROLLOUTS
  55. CONSTRAINT COMPLEX PROCESSES
  56. OPPORTUNITY IN-HOUSE CONTENT TEAM
  57. OPPORTUNITY UPCOMING PR PUSH
  58. OPPORTUNITY SITE REBUILD
  59. METRICS VALUE PER CLICK
  60. METRICS CONVERSION RATE
  61. METRICS SHARE OF VOICE
  62. THERE IS ALWAYS DATA YOU HAVE TO DIG FOR IT DIG OUT THE PARAMETERS
  63. YOU HAVE TO OBSERVE
  64. LOG FILES
  65. CALL VOLUME BY DAY
  66. TOTAL SALES/DAY
  67. STUFF THAT WORKS
  68. STUFF THAT WORKS STUFF THAT DOESN’T
  69. SOCIAL MEDIA BEHAVIORS
  70. Lurie Space Tourism 99% survival rate!!! WEEEEEEEEEE Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find. We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers. 1.800.SPA.CERS Free space sickness kits! Fastest transit to Mars! Start your new life today! Space travel is cool! Another happy customer
  71. ANALYTICS BUSTED FOR SIX MONTHS
  72. I GET FIRED IT SUCKS
  73. DIG DEEPER
  74. ASSET: LOOK AT THAT FACE!
  75. Lurie Space Tourism 99% survival rate!!! WEEEEEEEEEE Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find. We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers. 1.800.SPA.CERS Free space sickness kits! Fastest transit to Mars! Start your new life today! Space travel is cool! Another happy customer OPPORTUNITY: LOOK AT THAT SITE!
  76. METRICS TICKET PRICE: $15.00
  77. METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00
  78. METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL
  79. METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL 50 ORDERS BY PHONE
  80. METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL 50 ORDERS BY PHONE 250 ORDERS ONLINE
  81. METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL 50 ORDERS BY PHONE 250 ORDERS ONLINE WEBSITE = $15,000
  82. METRICS AVERAGE CLICKS: 20,000/MONTH
  83. METRICS AVERAGE CLICKS: 20,000/MONTH 1% CONVERSION RATE
  84. METRICS AVERAGE CLICKS: 20,000/MONTH 1% CONVERSION RATE CLICK VALUE: $.75
  85. WITH NO ANALYTICS BABY!!!!!!!!!!
  86. CONSTRAINT: $2,500 MONTHLY BUDGET
  87. FEEDBACK LOOP 3
  88. DEVELOP TACTICS & TEST AGAINST PARAMETERS
  89. JUSTIFY AND EXPLAIN EACH TACTIC IN TERMS OF THE GOAL
  90. GOAL 25% ORGANIC SEARCH REVENUE GROWTH +$120K/YEAR
  91. CONSTRAINTS CAN’T EDIT SITE MONTHLY CODE ROLLOUT
  92. METRICS CLICK WORTH $.50
  93. ASSETS & OPPORTUNITY 450,000 SEARCHES/MONTH CAPTURING .5% RIGHT NOW $1,350 REVENUE
  94. SITE RE-LAUNCH ON WORDPRESS COST: $40,000 TIME: 2 MONTHS
  95. SEO IMPACT WE’LL BE ABLE TO DO SEO
  96. 5% SHARE OF VOICE 27,500 CLICKS $16,500/MONTH $198,000/YEAR
  97. CONSTRAINT PROBLEM: 2 MONTHS TO LAUNCH $80K GROWTH
  98. 2:1 ROI ISN’T BAD
  99. BUT…
  100. 15 SECOND HOME PAGE LOAD TIME
  101. FIX: 8 HOURS’ IT TIME $4,000
  102. “SAY YOU WANT A 3:1 ROI ON THIS”
  103. .4% SHARE OF VOICE GROWTH $12,000 10% OF GOAL
  104. .5% CONVERSION RATE INCREASE $30,000 25% OF GOAL
  105. ALSO
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