searchlove london 2014 - becoming a digital super-hero
DESCRIPTION
Whilst there are often big differences between working freelance, in-house or as part of an agency, we all face a common set of challenges: how to form lasting relationships with clients, how to learn from our successes, and how to handle things when they go wrong. Ade has actionable tips, tools and takeaways to help us all become digital superheroes.TRANSCRIPT
Becoming a Digital Super-Hero
Ade Lewis @AdeJLewis TEAPOT CREATIVE
!SearchLove London 2014
2011
Who? Me?
How to do SEO?
Circa 2009
Circa 2009
2011
?
Diversion
End of Diversion
?
?
?
It ain’t what you do it’s the way that you do it !
Becoming a Digital
Super-Hero
What is a Digital Super-Hero ?
Freelance
Agency
In-house
Super-Hero Status
Another Diversion
Happy Wife = Happy Life
Happy Kids= Happy Wife = Happy Life
End of Diversion
Happy Clients = Happy Life Freelance
Happy Boss = Happy Life In-house
Happy Clients = Happy Boss = Happy Life Agency
Go Home Happy !
Super-Hero Status Start
Understand
Curate
DeliverLearn
Start
Understand
No Way !
Would you start trying to optimise a site for conversions if you didn’t understand
what the goals are?
Would you start working on a piece of content if you didn’t understand the
audience?
Uuuummm… No
Would you start trying to outreach if you didn’t fully understand the content?
Well… You shouldn’t do
Would you start working for a new client if you didn’t understand their business?
Hmmmmmm… Yes?
Understand Your Client !
Do you know John?
No. Is he any good?
Like
Trust
KnowLike
Trust
2.. 3.. 6.. months
!
Get to Know Your Client !
Know When to Refuse a Client !
I shouldn’t have taken this one on…
I’m probably going to regret this…
I don’t have to do this !
Know When to Sack a Client !
Start
Understand
Curate Ideas
Borrow Copy Steal
www.distilled.net/store/linklove2012-imitation
Secret Weapon
Thoughts and Tactics
Content ideas
Call for backup
Thoughts and Tactics
Content Ideas
Team Library
Call For Backup
Get Some Buddies
Learn
Share Collaborate
Challenge Help
Discuss
Secret Weapon
Thoughts and Tactics
Content ideas
Call for backup
#1 Put together a list of successful sites within your niche
#2 Locate Their XML Sitemaps
#2 Locate Their XML Sitemaps
Failing that: Crawl site using screaming frog
www.screamingfrog.co.uk
#4 Import a sitemap or screaming from export
•
#5 Select data and run
•
•
#6 Repeat for all competitors
#7 Combine all results in to a single spreadsheet
bit.ly/combine-windows bit.ly/combine-macWindows Mac
#8 Add social metrics data together in a new column
#9 Create a new sheet and duplicate data
Create a new sheet
•
#9 Create a new sheet and duplicate data
Select all then copy
•
#9 Create a new sheet and duplicate data
Select all then Paste
•
#10 Order sheet 1 by Referring Domains
Order sheet 2 by Total Social Shares
#11 Cleanup your spreadsheets
•
#12 Copy and combine
Take the top 50 rows from both sheet 1 and sheet 2
Copy in to a New Sheet
and De-Dupe by URL
10 Reasons to Visit Your Local Library This Summer How to Survive the Holidays when Traveling with Kids How to Stop a Child from Being Bossy 100 Safety Rules Every Parent Should Follow 30 Blogs for Reducing Your Family’s Carbon Footprint 20 Blogs Explaining How to Have a Successful School Picture Day 5 Trends for Teaching Kids Languages 4 Ways to Make the Holiday Season More Enjoyable How to Handle it when Your Child Won't Sleep in the Dark How to Get Your Children to Cooperate 30 Blogs With the Best Homeschooling Tips How to Respond to a Poor Evaluation of Your Child How to Promote Healthy Eating Habits in Young Children How to Help a Child Who is Being Bullied 8 Ways to Stay Connected to Your Child While You're at Work 3 Effective Uses of an Allowance What Should You Do if You Think Your Child Has Vision Problems? How to Wean Your Child Off a Pacifier 21 Blogs Celebrating Moms with the Best Poems and Sayings 4 Reasons to Say I'm Sorry to Your Children Teaching Your Child About Peer Pressure
Want to get some links ?
Yeah
Yeah
#14 Download the backlinks for each of these URL’s
•
#15 Combine all downloads in to a single .csv file
Windows Macbit.ly/combine-windows bit.ly/combine-mac
#16 order by domain trust flow. De-dupe based on domain
Want more ?
Yeah
YeahYeah Yeah
How about social ?
Yeah
YeahYeah Yeah
Start
Understand
Curate Ideas
Deliver
Deliver (AKA Get Shit Done!)
Don’t just think
about stuff
Deliver (AKA Get Shit Done!)
Do Stuff !
Happy Client
Happy Life
Happy Client
Happy Life 1
Stop Delivering Reports
Start Delivering Change
The reason why most of us fail…
Distraction
Focus
0 hrs 1 hr 2 hrs
0 hrs 1 hr 2 hrs
Focus Focus Focus
Mac Self Control selfcontrolapp.com
Mac Focus www.heyfocus.com
Windows Cold Turkey getcoldturkey.com
Chrome Time Warp bit.ly/1uY0GY6
Firefox Leech Block bitly.com/gBKzd7
Apps to help you focus
Track your time
Track your time
?
Toggl www.toggl.com
Rescue Time www.rescuetime.com
Fanurio www.fanuriotimetracking.com
Timely www.timelyapp.com
TimeSheet bitly.com/140XjD9
Apps to track time
Get Shit Done !
Start
Understand
Curate Ideas (AKA Steal)
Deliver
Learn
When things go wrong !
www.teapotcreative.com/when-things-go-wrong
When things go right !
Content ?
People ?Timing ?
The bigger the success the more you can learn
Opportunity
almost
4000 Links !
What can we learn steal borrow from it?
Another Diversion
90% of the knowledge
about 20 hours
almost
4000 Links !
Another Caveat
I haven’t actually done this
Example Only
(Honest)
Here’s why it went
distilled created a great piece of content
Controversy
Journalists
If Axl Rose isn’t the Worlds Greatest Singer… Who is ?
Who should answer that question?
The Journalists ?
Any Music Journalists ???
Music Bloggers ?
If Axl Rose isn’t the Worlds Greatest Singer… Who is ?
Survey Music Journalists
Survey Music Bloggers
The Plan
Outreach to Music Journalists and Bloggers
site:twitter.com -inurl:status -inurl:hash -intitle:search inurl:music-journalists
site:twitter.com inurl:lists inurl:members inurl:music "music journalist"
Results
•
8,338 Users
If Axl Rose isn’t the Worlds Greatest Singer… Who is !
Have your say
Kick-Ass Content !
Your
Content
11,000 Users
Reality Check
11,000 Users 8,250 Users
Reality Check
8,250 Users 1,650 Engagements20% CTR
Reality Check
£600 to
£9001,650 Engagements
If Axl Rose isn’t the Worlds Greatest Singer… Who is ?
Survey Music Journalists
Survey Music Bloggers
The Plan
Outreach to Music Journalists and Bloggers
Reality Check
Test a Sample list first !
Focus
Remember…Get Shit Done
Start
Understand
Curate Ideas (AKA Steal)
Deliver
Learn
Super-Hero Status
What is a Digital Super-Hero ?
Is someone who loves going to work and loves their job.
They love their job because their boss or their clients
recognise and value the work that they carry out.
They are valued because they make a difference and deliver
change.
because they feel valued, they are inspired to try harder and to achieve even greater things
Make a Difference
Get Shit Done
Understand our Clients
Deliver Change
Digital
Super-Hero
Thank You !
Ade Lewis @AdeJLewis TEAPOT CREATIVE
!SearchLove London 2014