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


Sales


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/

https://testmysite.thinkwithgoogle.com/

https://testmysite.thinkwithgoogle.com/


Take it furtherUX


Take it furtherUX

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

https://www.google.com/webmasters/tools/mobile-friendly

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/

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/

https://ubersuggest.io/



http://keywordtool.io/

https://www.wordtracker.com/

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/

https://www.thinkwithgoogle.com/

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

http://www.goinflow.com/keep-your-seo-job

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



Happy



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

http://www.slideshare.net/crumplezone/seo-for-answers-ranking-0



http://bit.ly/tech-renaissance

http://bit.ly/tech-renaissance

https://www.youtube.com/watch?v=iJPu4vHETXw

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



Questions?#DSDEN16 | @mattlacuesta | @burnsmarketing

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

Marketing