modern seo creates a path to canada
TRANSCRIPT
MODERN SEO CREATES A PATH TO CANADA
@sethstuffSeth Price, Chief Instigator @Placester / Craft of Marketing
HANSEL AND GRETEL WERE RIGHT
We need to create the breadcrumbs for discovery today. Otherwise it’s far too easy for our prospects and customers to get lost along the way
Seth Price @sethstuff
Hi.Author. Speaker. Educator. Podcast Host. Chief Instigator at Placester
@sethstuff @Placester
I’m Seth Price
In 2015 found that Google searches containing “near me” have multiplied 34 times since 2011
Seth Price @sethstuff
PEOPLE NEED TO FIND SH*T
Three Billion Searches on Google Every Day
THERE ARE MORE THAN
Seth Price @sethstuff
how do i stand out?????
Forrester Research
Seth Price @sethstuff
“70-90 percent of the consumer journey happens
online"
WE’RE WORSE THAN GOLD- FISH
Seth Price @sethstuff
The average human attention span in 2000 was 12 seconds, but by 2013 it was only 8 seconds (1 second shorter than a goldfish)
“We do a lot of one night stands in lead gen, not
enough long term relationships."
Michael King @ipullrank
IS IT ROCKET
SCIENCE?Well…it does require some
thinking, maybe even a lot of thinking. and a mindset shift to look at discovery from the
customers perspective.
Seth Price @sethstuff
EFFICIENCY OCCURS BY FOCUSING ON A NICHE. NOT EVERYONE CAN BE A CUSTOMER!
Seth Price @sethstuff
Age, Education, Sex, Sexual orientation? Political party? Active? Activist? Environmentally conscious? Sports fan? Which one? Exercise? Vacation?
Local, Domestic, International or never? Where do they shop for food?
WholeFoods, Kmart? Do they get the news?
TV, Online, Cable, RSS or Newspaper? Kindle or books? Flip phone, Android or iPhone?
Dine out? Fast food or farm to table? Any children? How many and how old?
If they don’t have children, why? Any pets? How many and what are they? What type of home do they currently live in? Who (if anyone) shares their home? How many friends do they have? Explore this further by asking how many
close friends they have vs. more casual acquaintances.
WHAT DO THEY CARE ABOUT?
Seth Price @sethstuff
HOW CAN YOU MAKE YOUR CUSTOMERS LIVES BETTER, HEALTHIER, RICHER, HAPPIER?
Seth Price
Seth Price @sethstuff
“Modern SEO is about creating
value & the signals of trust all along the consumer’s
journey"
SEO IS A PATH
NOT A CHECK
BOXModern SEO is not one thing,
it’s a series breadcrumbs that help consumers find their
way to you.
Seth Price @sethstuff
MAKE YOUR WEBSITE A DESTINATION FOR YOUR AUDIENCE TO FIND ANSWERS TO THEIR MOST PRESSING PROBLEMS Seth Price @sethstuff
© 2009-2014 SEOmoz, Inc. and David Mihm, Inc. All rights reserved. All logos are the intellectual property of the companies described.
Based on independent research with help from Darren Shaw (http://whitespark.ca), Dana DiTomaso (http://kickpoint.ca) and Jim Rudnick (http://canuckseo.com).
TERTIARY FEED
LOCATION SYNC
PRIMARY FEED
SECONDARY FEED
PASSIVE FEED
The Local Search Ecosystem (Canada)
SOMEONE TO DO CITATIONS FOR YOU
CAPTURE REVIEWS
LIKE YOUR BUSINESS DEPENDS
ON IT Seth Price @sethstuff
Seth Price @sethstuff
“72% of online consumers say they
will only do business with a company if
they read a positive review."
SOCIAL SIGNALS
DRIVE LEAD
& SEARCH VALIDATION
Seth Price @sethstuff
Americans collectively check their phone
upwards of 8 billion times per day.
“Marketing is a contest
for peoples attention"
Seth Godin
Seth Price @sethstuff
Seth Price @sethstuff
+
=+
USE TOOLS TO HELP YOU MANAGE SOCIAL
@sethstuff
How long will it take to sell my house
Best Neighborhoods for Historic Homes in Charlotte
8 Mistakes every seller makes
How do I get the best deal on a mortgage
How do I get ready to buy a house
How much commission do I have to pay to sell my house
I don't like my realtor, what should I do?
How do I Find The Best Real Estate Attorneys in Hudson, New York
How do I know my agent is really working on selling my house?
What are the best towns to live within commuting distance to NYC
What neighborhoods have the best property tax rates
What are the best neighborhoods to live in Marin County
What does $500K buy me in San Francisco
10 tips buyers would give sellers if they could
What kind of fees do I need to pay to sell my home
Do I need to pay a realtor?
How do I find a good home for assisted living
When I sell my home, what does the commission cover?
ANSWER LIKE YOU
MEAN IT
@sethstuff
SOME- TIMES
ANSWER TO
SEGMENT YOUR
AUDIENCE
Best lobster rolls in Bar Harbor, Maine
Corpus Christi’s most popular beaches to bring a family
South Boston complete list of back to school supply lists
Local pre schools in and around Providence
Best restaurants for date night in Atlanta
Most popular streets for scoring great candy trick-o-treating
Most beautiful scenic hikes in North Andover
Best burgers in Louisville, KY
The 10 best new restaurants in Greenville NC
Best parks for dogs Ft Lauderdale
Best bars for a Mom’s night out
@sethstuff
CREATE CONTENT
THAT FOSTERS
COMM- UNITYLOVE
DON’T DO TOO
MUCH AT ONCE
OR YOU’LL DECIDE
THIS DOESN’T
WORKSeth Price @sethstuff
START SMALLCREATE ONE EPIC PIECE OF CONTENT GEARED TOWARDS YOUR MOST IMPORTANT CUSTOMER SEGMENT
Co-Create Collaborate on content with the best of the best. Then share in the promotion to build a greater audience and awareness.
Attribute Call attention to their best ideas, link to their sites, showcase their success. Be their best cheerleader.
Connect Connect on social, share their posts, comment on their content. Make them look good.
Seth Price @sethstuff
INFLUENCER MARKETING WILL HELP YOUR CONTENT SPREAD FASTER
SPEND 5XMORE TIME
PROMOTINGYOUR CONTENT
THAN YOU DOCREATING IT
ONCE YOU CREATE IT, YOU HAVE TO ACTIVELY PROMOTE IT. I HATE TO
SAY IT, BUT CONTENT CREATION IS THE EASY PART. GETTING PEOPLE
TO READ IT IS THE HEAVY LIFT
Seth Price @sethstuff
BEST TIME TO
START WAS 5 YEARS AGO
2ND BEST TIME TO
START IS NOW!
Seth Price @sethstuff
The great news is, this is just the beginning…
Seth Price @sethstuff
I’m writing my new book for YOU!
Seth Price @sethstuff
Say Hi.
@sethstuff @Placester
@sethstuff
WHERE TO FIND ME…
Placester
Why I Get Up In The Morning If you’re a professional in Real Estate, we build amazing tech.
Craft of Marketing
Why I Stay Up At Night The blog and podcast where
I share everything I learn about marketing.
Speaking
How I Share Have me come speak at
your event. I’m on a mission to help others win.
Seth Price @sethstuff