you're already seoing and you don't even know it

Matt Lacuesta

You’re already SEOing and you don’t even know it

#DSDEN16 | @mattlacuesta | @burnsmarketing

@mattlacuesta

@burnsmarketing

#DSDEN16

#DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing

Times they are a-changin’

No more

Ugly baby#DSDEN16 | @mattlacuesta | @burnsmarketing

Be nice#DSDEN16 | @mattlacuesta | @burnsmarketing

What you’re already doingSales

+ Identifying common objections+ Understanding the audience

Take it furtherSales

+ Share content_ FAQs_ Answers to common objections_ Collateral that resonates_ Sales perspective to develop personas

Take it furtherSales

+ Private social communities

IT-specific community that can be used to determine hot topics and build personas. Also has paid opportunities.

Customer service

What you’re already doingCustomer service

+ Understanding pain points for clients+ Improving products or service

Take it furtherCustomer service

+ Share content_ FAQs_ Common issues_ Content that helps manage expectations

User experience

What you’re already doingUX

+ Creating intuitive user flow+ Developing conversion-driven user paths+ Testing+ Increasing on-site engagement

Take it furtherUX

_ Mobile usability_ Design as a ranking factor_ https://testmysite.thinkwithgoogle.com/

Take it furtherUX

_ In-depth details• https://www.google.com/webmasters/tools/mobile-friendly

Public relations

What you’re already doingPR

+ The original link builders+ Relationship building+ Brand recognition+ Reputation management

Take it furtherPR

+ Leverage_ Events_ Partnerships_ Volunteerism_ Sponsorships

Take it furtherPR

+ Use Open Site Explorer to:_ See who is linking to your competition _ Identify opportunities_ https://moz.com/researchtools/ose/

Take it furtherPR

When you find relevant articles, don’t just focus on the site. Read the author profile, read their other work, and connect via LinkedIn.

Social

What you’re already doingSocial

+ Building community+ Sharing content+ Understanding the audience+ Increasing visibility through Search Engine Result Page (SERP)

real estate

Take it furtherSocial

+ Indirect ranking factors+ Social search

Take it furtherSocial

Provides lists of influencers in specific industries, verticals, and niches to help with outreach.

Paid search

What you’re already doingPaid search

+ Improving visibility in SERPs+ Sharing keyword insights+ Judging quality of content+ Testing content and conversions

Take it furtherPaid search

+ Match keywords to search behavior and user intent+ Review analytics: User flow data

_ Are you providing the right experience?

Take it furtherPaid search

+ Additional keyword tools_ https://ubersuggest.io _ http://keywordtool.io_ https://www.wordtracker.com/

Branding#DSDEN16 | @mattlacuesta | @burnsmarketing

What you’re already doingBranding

+ Developing the brand voice_ The experience your audience has with you_ Putting your best foot forward_ Consistent messaging

Take it furtherBranding

Type “related:website.com” into Google’s search bar for a domain or page, and the engine will return pages it perceives as similar.

+ Semantic search+ Answers to questions

+ Answer this:_ How can you help me?

+ Not this:_ What do you do?

Content

What you’re already doingContent

+ Keyword research+ Content gap analysis+ Rich content for users, not just search engines+ Developing the most valuable asset

Take it furtherContent

Shows you content that has performed well around a particular keyword.

+ Use Open Site Explorer to:_ Determine types of content

or themes that generate links from other sites.

_ https://moz.com/researchtools/ose/

+ Industry trends+ Tools

_ https://www.thinkwithgoogle.com/

Reporting

What you’re already doingReporting

+ Tracking performance_ Vanity metrics_ KPIs_ Goals_ $$$

Take it furtherReporting

+ Cross-departmental reporting templates_ eCommerce directors_ Copywriters_ PR and development teams_ Customer service and merchandisers_ http://www.goinflow.com/keep-your-seo-job

Take it furtherReporting

Makes reporting a breeze with more than100 integrations to create custom dashboards.

Same goals

Money in the bank

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

Next steps#DSDEN16 | @mattlacuesta | @burnsmarketing

Think about current client relationships and where you

can show more value.

Look at current processes and look for opportunities for

SEO integration.

Thank you

@burnsmarketing

Questions?#DSDEN16 | @mattlacuesta | @burnsmarketing

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