searchcon 2016 | adding more value to your relationships with better seo integration with matt...
TRANSCRIPT
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May 12 & 13, 2016 | Breckenridge, Colorado
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STRENGTHENING RELATIONSHIPS WITH BETTER SEO INTEGRATION
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The 4 things you need to know to
ensure breakthrough content
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INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS
_ Be different. Really different.
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INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS
_ Be different. Really different._ Make it simple, stupid.
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INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS
_ Be different. Really different._ Make it simple, stupid._ Cause happiness.
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INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS
_ Be different. Really different._ Make it simple, stupid._ Cause happiness._ Shake shit up.
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INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS
_ Be different. Really different._ Make it simple, stupid._ Cause happiness._ Shake shit up.
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55% of all consumers would pay more for a better customer experience
-Defaqto Research
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www.burnsmarketing.com/digital-standout-searchcon-2016
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…the best relationships are the ones where you give them something, and then you start forming a relationship that then may benefit you somewhere along the line in the future.
-Gary Vaynerchuk
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COOL, SO HOW DO WE DO IT?
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SEO TODAY
_ Technical SEO
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SEO TODAY
_ Technical SEO_ Content Development
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SEO TODAY
_ Technical SEO_ Content Development_ User Experience Advocacy
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SEO TODAY
_ Technical SEO_ Content Development_ User Experience Advocacy_ Creative Marketing
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SEO TODAY
_ Technical SEO_ Content Development_ User Experience Advocacy_ Creative Marketing_ Social Awareness
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SEO TODAY
_ Technical SEO_ Content Development_ User Experience Advocacy_ Creative Marketing_ Social Awareness
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NOT A COMPREHENSIVE LIST, BUT THESE ARE THINGS HAVE MADE FOLKS HAPPY.
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SOCIAL
Provide lists of influencers in specific industries and verticals and niches to help with outreach.
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SOCIAL
Show you content that has performed well around a particular keyword
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SOCIAL
Social signals are not direct ranking factors
Indirect Ranking Factors
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SOCIAL
Indirect Ranking Factors
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BRANDING
Semantic SearchAnswer Questions
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BRANDING
Answer this:How can you help me?
Not this:What do you do?
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UX
_ Unify the site's goals_ Architecture_ Global Navigation and internal
linking_ How many clicks does it take?_ Time on site signals_ Will others want to link to it?_ User testing before and after site
launch
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UX
Mobile Usability_ Design now a ranking factor
https://www.google.com/webmasters/tools/mobile-friendly/
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UX
Deep linking in apps
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SOCIAL
Indirect Ranking Factors
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CUSTOMER SERVICE
FAQ_ What issues come up most often_ Learn to manage expectations in
the future
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SALES
FAQ_ Identify common objections_ Which collateral resonates?
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SALES
Private social communities
IT specific community that can be used to determine hot topics and build personas. Also has paid opportunities.
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SOCIAL
Indirect Ranking Factors
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PR
Original Link Builders
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PR
Leverage:EventsPartnershipsVolunteerSponsorships
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PR
Competitive Backlink Analysis
Whose linking to your competition? Identify opportunities.
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PR
When you find relevant articles, don’t just focus on the site. Read the author profile, read their other work and connect via LinkedIn.
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SOCIAL // PR // CONTENT
Type “related:website.com” into Google’s search bar for a domain or page and the engine will return pages it perceives as similar.
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REPORTING
http://www.goinflow.com/keep-your-seo-job/
Cross-Departmental Reporting Templates
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REPORTING
Makes reporting a breeze with over 100 integrations to create custom dashboards.
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Think about current client relationships and where you can show more value
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Look at current processes and look for opportunities for SEO integration
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’The best SEO’s will put themselves out of a job…’
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…the best SEOs have done such a good job at educating other teams on SEO that, after a while, there doesn’t need to be someone advocating for the ‘right thing for SEO’ because that’s naturally been weaved into the fabric of every digital professional’s job.
-Erin Everhart
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thanks
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@mattlacuesta
mattl@burnsmarketin g.com