matt lacuesta search con 2016
TRANSCRIPT
May 12 & 13, 2016 | Breckenridge, Colorado
STRENGTHENING RELATIONSHIPS WITH BETTER SEO INTEGRATION
The 4 things you need to know to
ensure breakthrough content
INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS
_ Be different. Really different.
INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS
_ Be different. Really different._ Make it simple, stupid.
INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS
_ Be different. Really different._ Make it simple, stupid._ Cause happiness.
INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS
_ Be different. Really different._ Make it simple, stupid._ Cause happiness._ Shake shit up.
INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS
_ Be different. Really different._ Make it simple, stupid._ Cause happiness._ Shake shit up.
55% of all consumers would pay more for a better customer experience
-Defaqto Research
www.burnsmarketing.com/digital-standout-searchcon-2016
…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
COOL, SO HOW DO WE DO IT?
SEO TODAY
_ Technical SEO
SEO TODAY
_ Technical SEO_ Content Development
SEO TODAY
_ Technical SEO_ Content Development_ User Experience Advocacy
SEO TODAY
_ Technical SEO_ Content Development_ User Experience Advocacy_ Creative Marketing
SEO TODAY
_ Technical SEO_ Content Development_ User Experience Advocacy_ Creative Marketing_ Social Awareness
SEO TODAY
_ Technical SEO_ Content Development_ User Experience Advocacy_ Creative Marketing_ Social Awareness
NOT A COMPREHENSIVE LIST, BUT THESE ARE THINGS HAVE MADE FOLKS HAPPY.
SOCIAL
Provide lists of influencers in specific industries and verticals and niches to help with outreach.
SOCIAL
Show you content that has performed well around a particular keyword
SOCIAL
Social signals are not direct ranking factors
Indirect Ranking Factors
SOCIAL
Indirect Ranking Factors
BRANDING
Semantic SearchAnswer Questions
BRANDING
Answer this:How can you help me?
Not this:What do you do?
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
UX
Mobile Usability_ Design now a ranking factor
https://www.google.com/webmasters/tools/mobile-friendly/
UX
Deep linking in apps
SOCIAL
Indirect Ranking Factors
CUSTOMER SERVICE
FAQ_ What issues come up most often_ Learn to manage expectations in
the future
SALES
FAQ_ Identify common objections_ Which collateral resonates?
SALES
Private social communities
IT specific community that can be used to determine hot topics and build personas. Also has paid opportunities.
SOCIAL
Indirect Ranking Factors
PR
Original Link Builders
PR
Leverage:EventsPartnershipsVolunteerSponsorships
PR
Competitive Backlink Analysis
Whose linking to your competition? Identify opportunities.
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.
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.
REPORTING
http://www.goinflow.com/keep-your-seo-job/
Cross-Departmental Reporting Templates
REPORTING
Makes reporting a breeze with over 100 integrations to create custom dashboards.
Think about current client relationships and where you can show more value
Look at current processes and look for opportunities for SEO integration
’The best SEO’s will put themselves out of a job…’
…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
thanks
@mattlacuesta
mattl@burnsmarketin g.com