Date post: | 17-Oct-2014 |
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#MozCon
Wil Reynolds • SEER Interactive
You are so Much More Than an SEO
@wilreynolds • [email protected]
@wilreynolds https://www.flickr.com/photos/chezdom
SEOSUX
@wilreynolds
SUX
SEO
@wilreynolds
SUX
#SUX?
@wilreynolds
RimpingVillage
@wilreynolds
I’m a content marketer,
not an SEO
https://www.flickr.com/photos/mikeyphillips/
@wilreynolds
I’m an outreach specialist,
not a link builder
https://www.flickr.com/photos/mikeyphillips/
@wilreynolds
Link Builder
Content Marketer
@wilreynolds
What got you HEREWon’t get you THERE
@wilreynolds
Putting your finger on a key doesn’t make you a writer
@wilreynolds
Can you deliver a strategy?
@wilreynolds
Holistic, End-to-end, Integrated
@wilreynolds
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@wilreynolds
What do I mean?
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@wilreynolds
Links, Rankings, Traffic
Matter
@wilreynolds
But so does #SUX
@wilreynolds
“I want conversions from links” Rankings are secondary
@wilreynolds
Alter YOUR Strategy?
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@wilreynolds
You know what matters more than links?
@wilreynolds
Customers
@wilreynolds
#RCS
@wilreynolds
Branding
https://www.flickr.com/photos/obis/
@wilreynolds
When is your job well done?
https://www.flickr.com/photos/obis/
@wilreynolds
When our clients are happy
@wilreynolds
@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.
@wilreynolds
The stylus was cool
@wilreynolds
As if the
fingerwas
deadhttps://www.flickr.com/photos/bayat/
@wilreynolds
Fight beingpigeonholed
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@wilreynolds
SEO’s need to be like
5year olds
Be aYear
Old
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@wilreynolds
SEO’s need to be like
5year oldsAsk
WhyTimes
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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?
@wilreynolds
You will get
pushback
@wilreynolds
You willhear
“Finally”https://www.flickr.com/photos/digimist
@wilreynolds
Build content > Promote > Links > Rankings > Traffic > Conversions = Money
@wilreynolds
Follow the money…
@wilreynolds
Follow the money…
@wilreynolds
Tweet > Money
@wilreynolds
Win heartsorwalletsorBOTH
@wilreynolds
@wilreynolds
Tweet > Money > Links
@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 clientshappy
@wilreynolds
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@wilreynolds
Make clients’customers happy
@wilreynolds
We’ve been celebrating the
first step
https://www.flickr.com/photos/smcgee/
@wilreynolds
Start
celebratingthe
LAST https://www.flickr.com/photos/smcgee/
@wilreynolds
You follow drugs you get
drug addicts and drug
dealers. But you start to
follow the money….
@wilreynolds
And you don’t know
where the FUCK it’s
going to take you--Lester Freamon
@wilreynolds
Ever get a check from these guys?
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@wilreynolds
#SUX requires SOCIAL
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@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
256 Rims
@wilreynolds
SEO WE WON!!!
@wilreynolds
Good SEO?
@wilreynolds
PPC WE WON!!!
@wilreynolds
Good PPC?
@wilreynolds
FAIL
https://www.flickr.com/photos/stereoscopy/
@wilreynolds
SEO
PPC
UX
BIZ
@wilreynoldsWe ALL LOST
@wilreynolds
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@wilreynolds
Is that loss going to show up in your ranking report?
@wilreynolds
SEO, PPC, UX, y’all getting robbed!
@wilreynolds
@wilreynolds
Not a
soul
@wilreynolds
But they are dropping $$ on TV!
@wilreynolds
I asked for help
@wilreynolds
So I guess I didn’t buy them right?
@wilreynolds
@wilreynolds
CarID & Tirerackwere robbed
@wilreynolds
Lost me as a customer
@wilreynolds
Relationshipsare Fragile
https://www.flickr.com/photos/filtercollective/
@wilreynolds
Relationshipsare Multi-touch
https://www.flickr.com/photos/filtercollective/
@wilreynolds
Are you willing to
FIXthat experience?
https://www.flickr.com/photos/filtercollective/
@wilreynolds
StopCelebrating the first step?
https://www.flickr.com/photos/filtercollective/
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@wilreynolds
Change your focus
@wilreynolds
Driving clicks
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@wilreynoldsBuilding CLIQUES!!
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@wilreynolds
How much time do you invest in building cliques?
@wilreynolds
Where does this show up in the Omniture report?
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@wilreynolds
I disrespected the UX of SEO
@wilreynolds
SEM#SUX
@wilreynolds
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@wilreynolds
2500% ROIFacebook Custom Audiences
@wilreynolds
@wilreynolds
@wilreynolds
Targeting Journalists
94
@wilreynolds
Built 30 links by doing PPC
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@wilreynolds
bit.ly/10k-test
96
@wilreynolds
Using analytics to find
socially charged contentPitched as SEM/Media
(A/B testing, remove low performers, etc)SEO gets linksSocial gets engagement
@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
Mu
ck
rac
k
Allm
ytw
ee
ts
Allm
ytw
ee
ts
Tw
ee
tDe
ck
Tw
ee
tDe
ck
Tw
ee
tDe
ck
Tw
ee
tDe
ck
© 2014 SEER Interactive | All Rights Reservedpage 107
Facebook Graph Search Social + SEOF
ac
eb
oo
k
© 2014 SEER Interactive | All Rights Reservedpage 108
Facebook Graph Search Social + SEOF
ac
eb
oo
k
http://www.facebook.com/
Allm
ytw
ee
ts
http://www.facebook.com/
Allm
ytw
ee
ts
@wilreynolds
Target the #’s influencers use most
@wilreynolds
Target the #’s influencers use most
@wilreynolds
Got my M%$#@(&%in’
ATTENTION@benwynkoop1
@wilreynolds
Brand#SUX
@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 LinksMarch 2014 – 50 PA | 51 Links
@wilreynolds https://www.flickr.com/photos/zanthia/
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@wilreynolds
10% improvement in page 1 rankings that week across all tracked keywords
@wilreynolds
YouTube #SUX
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@wilreynolds
Turning Views to Revenues(Tutorials)
@wilreynolds
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@wilreynolds
and… custom audiences
@wilreynolds
Content #SUX
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@wilreynolds
bit.ly/hotcontentbymonth
@wilreynolds
@wilreynolds
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@wilreynolds
DemographicsPro, understand the overlaps in your brand
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@wilreynolds
bit.ly/demopro1
@wilreynolds
@wilreynolds
@wilreynolds
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@wilreynolds
Product#SUX
© 2014 SEER Interactive | All Rights Reservedpage 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
@wilreynolds
Why Can’t Etsy
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
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@wilreynolds
Too often we don’t want to give the customer the content they want…
@wilreynolds
We give them the content we
want them to want.https://www.flickr.com/photos/21561428@N03/5556601
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@wilreynolds
Community Mgr#SUX
@wilreynolds
@wilreynolds
That’s how desperate we were to connect w/ a community
@wilreynolds
How many of us started HERE??
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@wilreynolds
Back in the day who owned keywords? Us & really no one else.
@wilreynolds
@wilreynolds
@wilreynolds
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@wilreynolds
SEO was the last STEP
@wilreynolds
Went from
@wilreynolds
To
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@wilreynoldsFocus on Search UX
@wilreynolds
@wilreynolds
@wilreynolds
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@wilreynolds FREE!!!!!!!!!!!!!!!!!!!!!!
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@wilreynolds
FREE!!!!!!!!!!!!!!!!!!!!!!
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@wilreynolds
How much time you putting there?
@wilreynolds
Paint youa
Picture
https://www.flickr.com/photos/78764561@N07/
@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 Palmerpresident global brands & innovation
Kimberly-Clark Corporation
@wilreynolds
Jeff Mad
@wilreynolds
The MP3 business should
put the CD business out of
business & hire them all.
@wilreynolds
“If we don’t kill CDs, someone else will, then
we’re all
fucked”
@wilreynolds
Our
Turn?
https://www.flickr.com/photos/papacamera/
@wilreynolds
It’s a celebration PITCHES
@wilreynolds
Pitch Happiness
@wilreynoldsLost the project
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@wilreynolds
Build an app
@wilreynolds
Trappedat
Work?
@wilreynolds
Trappedat
Work?
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@wilreynolds
Know when they are starting to get unhappy before the query.
@wilreynolds
Sound Familiar?
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@wilreynolds
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@wilreynolds
Push notify BEFORE you searched for a job
@wilreynolds
Trappedat
Work?
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@wilreynolds
Pitch #2
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@wilreynolds
This is an opportunity to engageusers at an emotional level by bringing memories of their beloved named cars to the forefront, which can lead to driving social engagement..
@wilreynolds
@wilreynolds
Big RedChuck
Auntie OGreta the Jetta
@wilreynolds
83% of SEER peeps named
their car.
https://www.flickr.com/photos/greggjerdingen/
@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?”
@wilreynolds
@wilreynolds
@wilreynolds
Keep TRYING!
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@wilreynolds
bit.ly/CTRisbroken
@wilreynolds
Launch your own stuff!
@wilreynolds http://www.flickr.com/photos/theenmoy
RCS.SEERINTERACTIVE.COM
@wilreynolds
Destinationlayover.com
@wilreynolds
@wilreynolds
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Lesson, Social done wrong is why clicks don’t turn into cliques
@wilreynolds
But social done right…
@wilreynolds
Makes every channel more profitable
@wilreynolds
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@wilreynolds
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@wilreynoldsSEO that focuses on the first step
@wilreynolds
Follow the Money!
@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