Business DNA and SEO

3 Pillars of SEO •On Page •Off Page •Human Behavior

3 Pillars of SEO •On Page •Off Page •Human Behavior What do people do when they

get there?

Influences •Layout •Navigation •Content Do people find what they want?

Business DNA The Convergence:

Where your value meets customer needs

Business DNA

Develop Your Business DNA

Find the Sweet Spot of your business, translate

to your website

Business Segments •Cruisers •Sport Bikes •Dirt Bikes

Business Segments •Sales •Service •Accessories

Customer Segments

Customer Segments

•Age •Gender •Interest •Life Stage

Customer Buying Instincts

What do they really want?

What do customers really want?

Distinctions

What makes you different or better?

Distinctions •Philosophical •Mechanical •Product •Virtual

Philosophical Distinctions

•Values, beliefs, approach, etc.

Philosophical Distinctions

“Live Consciously, Eat Deliciously”

Philosophical Distinctions

•What you don't know will kill you

•Success isn't random

•Knowledge beats information

•Causes Trump Symptoms

•Community is better than isolation

Philosophical Distinctions

•What are your core beliefs?

•What are you passionate about?

•Do you have a unique perspective or approach?

•What do you value most?

Mechanical Distinctions

•How people interact with you or your product •Physical or otherwise

Mechanical Distinctions

•Galaxy S4 Gesture / motion control

Mechanical Distinctions

•Online check-in / app

Mechanical Distinctions

•Addresses and card on file

•Wish lists

•Suggested items

Mechanical Distinctions

•Fast response

•Client portal Online

Mechanical Distinctions

•Any unique features to your product?

•How do people interact with you?

•Have a unique process?

•What promises can you make?

Product Distinctions

•Unique, one-of-a-kind product or service

Product Distinctions

The Nest Thermostat

Product Distinctions

All Wheel Dyno

Product Distinctions

Business DNA

Virtual Distinctions

•Experience, Intelligence, etc

Virtual Distinctions

•Intellectual capital?

•Special expert knowledge?

•Remarkable certification?

Reverse the Lens

W.I.I.F.M. (Customer Benefits)

Reverse the Lens

•Outcome •End result •Satisfaction

Marketing Magnetics

Sticky Sayings

Brand Personality

Express your brand with POWER!

Application

•Layout •Navigation •Content •Color / visuals

Application

•Get Help

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