one trick ponies get shot, for seos

The leading interactive internet marketing agency

HAND-WAVY CONTENT IDEATION

STUFF

ONE TRICK PONIES GET SHOT (3.0) CONNECTING TACTICS TO GOALS WITH STRATEGY

Ian Lurie @portentint

www.portent.com

I GET FIRED IT SUCKS

IT SUCKS

WHY?!!!

0%

50%

100%

Agency Client

FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE

PRODUCTS ARE EASIER

SO WE WENT FROM THIS

TO THIS

ONCE, THE OUTCOME WAS THE PRODUCT

NOW, THE TACTIC IS THE PRODUCT

SAFFRINATE FOOGLEBAR IS WHAT WE DO!!!!

SAFFRINATE FOOGLEBAR CONTENT META TAGS SITE SPEED CRAWLS KEYWORD OPTIMIZATION DESIGN SEARCH MARKETING LOCAL SEARCH CONTENT MARKETING LINK BUILDING INBOUND MARKETING SEO VIDEO SEO SOCIAL MEDIA PAID SOCIAL MEDIA BLOG POSTING GUEST POSTING BANNER ADS FRENDIDGES BENIFICENCE FIDDLE-DEE-DEE-DEE E-COMMERCE DEVELOPMENT MOBILE RICH MEDIA CRUNKINATAGE OMNICHANNEL IMAGE SEARCH VIDEO PRODUCT LISTING ADS PAY PER CLICK PROGRAMMATIC BUYING TFIDF LDA PENGUIN PANDA CLOAKING ANALYTICS MEDIA BUYING DEVELOPMENT E-COMMERCE DEVELOPMENT MOBILE RICH MEDIA SCHEMA.ORG

THAT CAUSES UNCERTAINTY

AND COMMODITIZATION

NO ONE CARES ABOUT THE VENDING MACHINE

“WE’VE NOW EDITED 32 TITLE TAGS” “TRAFFIC FROM ORGANIC SEARCH IS UP 10%”

“WE GOT YOU MORE LINKS!!!!”

greetings of the day!!!

THE CLIENT BUYS AN

OUTCOME

WE’RE SELLING

TRICKS

WE’RE ALL ONE-TRICK PONIES

CHECK OUT THE SEO!!!!

CHECK OUT THE SEO!!!!

ulp.

STOP TALKING TRICKS

START TALKING OUTCOME

STRATEGY IS THE FRAMEWORK FOR THE CONVERSATION

STRATEGY MAKES GOALS INTO TOOLS

what is this strategy of which

you speak?

FIRST, A FEW MYTHS MUST DIE

$40,000 pleaseNO

“WE NEED A 2-YEAR STRATEGY” NO “WE NEED A 2-YEAR STRATEGY” NO “WE NEED A 2-YEAR STRATEGY”

THERE IS A STRATEGY NO THERE IS NO THERE IS ANO A STRATEGY NO STRATEGY

STRATEGY = GOAL NO STRATEGY = GOAL NO STRATEGY = GOAL

STRATEGY A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL NO A PLAN OF ACTION OR POLICY NO A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL NO DESIGNED TO ACHIEVE A MAJOR GOAL

STRATEGY ISN’T A

THING

SEO IS A THING

STRATEGY IS AN APPROACH

STRATEGY TESTING EVERY TACTIC AGAINST A DESIRED OUTCOME

PRACTICING STRATEGY THERE ARE FOUR ELEMENTS

GOAL(S) PARAMETERS FEEDBACK LOOP REPS

1

2

3

4

GOAL 1

A MEASURABLE OUTCOME THAT MEANS

SUCCESS

A GOAL = A CONNECTION BETWEEN TACTIC AND STRATEGY

GROW REVENUE N%

DOUBLE SHARE OF VOICE

IMPROVE CONVERSION RATE N%

REVENUE ≥ THE COST TO KEEP BUSINESS ALIVE

OR HIGHER CUSTOMER VALUE OR HIGHER CUSTOMER VALUE

NO, NO, I JUST WANT MORE LINKS

“WHY MORE LINKS?”

“WHY RANK HIGHER?”

“HOW MUCH MORE MONEY CAN WE SHOOT FOR?”

I WANT TO EXCEED YOUR EXPECTATIONS. I NEED TO KNOW WHAT SUCCESS MEANS.

“ ”

PARAMETERS 2

CONSTRAINTS, OPPORTUNITIES AND METRICS

CONSTRAINT BUDGET

CONSTRAINT MONTHLY ROLLOUTS

CONSTRAINT COMPLEX PROCESSES

OPPORTUNITY IN-HOUSE CONTENT TEAM

OPPORTUNITY UPCOMING PR PUSH

OPPORTUNITY SITE REBUILD

METRICS VALUE PER CLICK

METRICS CONVERSION RATE

METRICS SHARE OF VOICE

DIG OUT THE PARAMETERS DIG OUT THE PARAMETERS

THERE IS ALWAYS DATA YOU HAVE TO DIG FOR IT

YOU HAVE TO OBSERVE

LOG FILES

CALL VOLUME BY DAY

TOTAL SALES/DAY

STUFF THAT WORKS

STUFF THAT WORKS STUFF THAT DOESN’T

SOCIAL MEDIA BEHAVIORS

WEEEEEEEEEE

Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find.

We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers.

Lurie Space Tourism99% survival rate!!!

1.800.SPA.CERS

Free space sickness kits!

Fastest transit to Mars! Start your new life today!

Space travel is cool!

Another happy customer

ANALYTICS BUSTED FOR SIX MONTHS

I GET FIRED IT SUCKS

DIG DEEPER

ASSET: LOOK AT THAT FACE!

WEEEEEEEEEE

Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find.

We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers.

Lurie Space Tourism99% survival rate!!!

1.800.SPA.CERS

Free space sickness kits!

Fastest transit to Mars! Start your new life today!

Space travel is cool!

Another happy customer

OPPORTUNITY: LOOK AT THAT SITE!

METRICS TICKET PRICE: $15.00

METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00

METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL

METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL 50 ORDERS BY PHONE

METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL 50 ORDERS BY PHONE 250 ORDERS ONLINE

METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL 50 ORDERS BY PHONE 250 ORDERS ONLINE WEBSITE = $15,000

METRICS AVERAGE CLICKS: 20,000/MONTH

METRICS AVERAGE CLICKS: 20,000/MONTH 1% CONVERSION RATE

METRICS AVERAGE CLICKS: 20,000/MONTH 1% CONVERSION RATE CLICK VALUE: $.75

WITH NO ANALYTICS BABY!!!!!!!!!!

CONSTRAINT: $2,500 MONTHLY BUDGET

FEEDBACK LOOP 3

DEVELOP TACTICS & TEST AGAINST PARAMETERS

JUSTIFY AND EXPLAIN EACH TACTIC IN TERMS OF THE GOAL

GOAL 25% ORGANIC SEARCH REVENUE GROWTH

+$120K/YEAR

CONSTRAINTS CAN’T EDIT SITE

MONTHLY CODE ROLLOUT

METRICS CLICK WORTH $.50

ASSETS & OPPORTUNITY 450,000 SEARCHES/MONTH CAPTURING .5% RIGHT NOW

$1,350 REVENUE

SITE RE-LAUNCH ON WORDPRESS COST: $40,000

TIME: 2 MONTHS

SEO IMPACT WE’LL BE ABLE TO DO SEO

5% SHARE OF VOICE 27,500 CLICKS

$16,500/MONTH $198,000/YEAR

CONSTRAINT PROBLEM: 2 MONTHS TO LAUNCH $80K GROWTH

2:1 ROI ISN’T BAD

BUT…

15 SECOND HOME PAGE LOAD TIME

FIX: 8 HOURS’ IT TIME $4,000

“SAY YOU WANT A 3:1 ROI ON THIS”

.4% SHARE OF VOICE GROWTH $12,000

10% OF GOAL

.5% CONVERSION RATE INCREASE $30,000

25% OF GOAL

ALSO

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