you are so much more than an seo - 2014 moz

#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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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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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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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

Tweet > Money

@wilreynolds

Win heartsorwalletsorBOTH

@wilreynolds

@wilreynolds

Tweet > Money > Links

@wilreynolds

Outputs vs Outcomes

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Getting 30 links is an

outPUT

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@wilreynolds

Growing a business is an

outCOME

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@wilreynolds

Make clientshappy

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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

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


@wilreynolds

Are you willing to

FIXthat experience?


@wilreynolds

StopCelebrating the first step?


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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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2500% ROIFacebook Custom Audiences

@wilreynolds

@wilreynolds

Targeting Journalists

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@wilreynolds

Built 30 links by doing PPC

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@wilreynolds

bit.ly/10k-test

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@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

Tw

ee

tDe

ck

© 2014 SEER Interactive | All Rights Reservedpage 107

Facebook Graph Search Social + SEOF

ac

eb

oo

k


Facebook Graph Search Social + SEOF

ac

eb

oo

k

http://www.facebook.com/

Allm

ytw

ee

ts

@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

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@wilreynolds

DemographicsPro, understand the overlaps in your brand

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@wilreynolds

bit.ly/demopro1

@wilreynolds

@wilreynolds

Product#SUX


• "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

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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

381

@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

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@wilreynolds

SEO was the last STEP

@wilreynolds

Went from

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To

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@wilreynoldsFocus on Search UX

@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?

181

@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

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

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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

@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

#MozCon

Wil Reynolds • SEER Interactive

@wilreynolds • [email protected]

you are so much more than an seo - 2014 moz

Documents

wilreynolds

2014 seer

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10 blog posts

link builder

content marketer

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