You are so much more than an SEO - 2014 Moz

#MozCon

Wil Reynolds • SEER Interactive

You are so Much More Than an SEO

@wilreynolds • wilr@seerinteractive.com

@wilreynolds https://www.flickr.com/photos/chezdom

SEOSUX

@wilreynolds

SUX

SEO

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SUX

#SUX?

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RimpingVillage

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I’m a content marketer,

not an SEO

https://www.flickr.com/photos/mikeyphillips/

@wilreynolds

I’m an outreach specialist,

not a link builder

https://www.flickr.com/photos/mikeyphillips/

@wilreynolds

Link Builder

Content Marketer

@wilreynolds

What got you HEREWon’t get you THERE

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Putting your finger on a key doesn’t make you a writer

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Can you deliver a strategy?

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Holistic, End-to-end, Integrated

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What do I mean?

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Links, Rankings, Traffic

Matter

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But so does #SUX

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“I want conversions from links” Rankings are secondary

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Alter YOUR Strategy?

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You know what matters more than links?

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Customers

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#RCS

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Branding

https://www.flickr.com/photos/obis/

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When is your job well done?

https://www.flickr.com/photos/obis/

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When our clients are happy

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It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.

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The stylus was cool

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As if the

fingerwas

deadhttps://www.flickr.com/photos/bayat/

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Fight beingpigeonholed

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SEO’s need to be like

5year olds

Be aYear

Old

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SEO’s need to be like

5year oldsAsk

WhyTimes

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We need 30 links.Why?

Why?

Why?

Why?

Why?

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We need 10 blog posts a month

Because content is king

Because I hear that Google rewards a lot of fresh content

I need to give Google what they want

So I can get customers!

To grow my business!!!!!

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@wilreynolds

Your Response…

What if I could grow your

business without 10 blog

posts a month, is that a fail?

@wilreynolds

You will get

pushback

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You willhear

“Finally”https://www.flickr.com/photos/digimist

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Build content > Promote > Links > Rankings > Traffic > Conversions = Money

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Follow the money…

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Follow the money…

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Tweet > Money

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Win heartsorwalletsorBOTH

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Tweet > Money > Links

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Outputs vs Outcomes

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Getting 30 links is an

outPUT

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Growing a business is an

outCOME

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Make clientshappy

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Make clients’customers happy

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We’ve been celebrating the

first step

https://www.flickr.com/photos/smcgee/

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Start

celebratingthe

LAST https://www.flickr.com/photos/smcgee/

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You follow drugs you get

drug addicts and drug

dealers. But you start to

follow the money….

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And you don’t know

where the FUCK it’s

going to take you--Lester Freamon

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Ever get a check from these guys?

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#SUX requires SOCIAL

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256 Rims

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SEO WE WON!!!

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Good SEO?

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PPC WE WON!!!

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Good PPC?

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FAIL

https://www.flickr.com/photos/stereoscopy/

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SEO

PPC

UX

BIZ

@wilreynoldsWe ALL LOST

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Is that loss going to show up in your ranking report?

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SEO, PPC, UX, y’all getting robbed!

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Not a

soul

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But they are dropping $$ on TV!

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I asked for help

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So I guess I didn’t buy them right?

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CarID & Tirerackwere robbed

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Lost me as a customer

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Relationshipsare Fragile

https://www.flickr.com/photos/filtercollective/

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Relationshipsare Multi-touch

https://www.flickr.com/photos/filtercollective/

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Are you willing to

FIXthat experience?

https://www.flickr.com/photos/filtercollective/

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StopCelebrating the first step?

https://www.flickr.com/photos/filtercollective/

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Change your focus

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Driving clicks

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@wilreynoldsBuilding CLIQUES!!

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How much time do you invest in building cliques?

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Where does this show up in the Omniture report?

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I disrespected the UX of SEO

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SEM#SUX

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2500% ROIFacebook Custom Audiences

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Targeting Journalists

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Built 30 links by doing PPC

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bit.ly/10k-test

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Using analytics to find

socially charged contentPitched as SEM/Media

(A/B testing, remove low performers, etc)SEO gets linksSocial gets engagement

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PR#SUX

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The absolute best way to get in front of reporters I know

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Allmytweets

Mu

ck

rac

k

Allm

ytw

ee

ts

Allm

ytw

ee

ts

Tw

ee

tDe

ck

Tw

ee

tDe

ck

Tw

ee

tDe

ck

Tw

ee

tDe

ck

© 2014 SEER Interactive | All Rights Reservedpage 107

Facebook Graph Search Social + SEOF

ac

eb

oo

k

© 2014 SEER Interactive | All Rights Reservedpage 108

Facebook Graph Search Social + SEOF

ac

eb

oo

k

http://www.facebook.com/

Allm

ytw

ee

ts

http://www.facebook.com/

Allm

ytw

ee

ts

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Target the #’s influencers use most

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Target the #’s influencers use most

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Got my M%$#@(&%in’

ATTENTION@benwynkoop1

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Brand#SUX

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Ecommerce client, 1000% increase in a holiday traffic, YOY

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March 2013 – 51 PA | 37 LinksMarch 2014 – 50 PA | 51 Links

@wilreynolds https://www.flickr.com/photos/zanthia/

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10% improvement in page 1 rankings that week across all tracked keywords

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YouTube #SUX

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Turning Views to Revenues(Tutorials)

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and… custom audiences

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Content #SUX

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bit.ly/hotcontentbymonth

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DemographicsPro, understand the overlaps in your brand

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bit.ly/demopro1

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Product#SUX

© 2014 SEER Interactive | All Rights Reservedpage 137

• "Why can't [client]""Why doesn't [client]"

• "Like [client] but" - gives a small tweak, they really like the concept but would change something...works well for Etsy but maybe not others

• "When will [client]"

• "Can't [client] just"

• "I want [client] to"

• "If [client] would add"

• "If only [client]"

• "[client] should add"

• "[client] should have“

• “Does [client] allow”

SEO as product

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Why Can’t Etsy

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Too often we don’t want to give the customer the content they want…

@wilreynolds

We give them the content we

want them to want.https://www.flickr.com/photos/21561428@N03/5556601

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Community Mgr#SUX

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That’s how desperate we were to connect w/ a community

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How many of us started HERE??

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Back in the day who owned keywords? Us & really no one else.

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SEO was the last STEP

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Went from

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To

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@wilreynoldsFocus on Search UX

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@wilreynolds FREE!!!!!!!!!!!!!!!!!!!!!!

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FREE!!!!!!!!!!!!!!!!!!!!!!

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How much time you putting there?

@wilreynolds

Paint youa

Picture

https://www.flickr.com/photos/78764561@N07/

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160 CMOs

70% believe that creativity is

just as important as analytical ability

19% feel their teams strike

the right balance

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@wilreynolds

“Finding talent with a proper blend of the creative and analytical is a challenge, say the CMOs, especially amid fierce competition for the scarce experts with both skills.”

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“The key is to use analytics to enable and enhance creativity.”

Tony Palmerpresident global brands & innovation

Kimberly-Clark Corporation

@wilreynolds

Jeff Mad

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The MP3 business should

put the CD business out of

business & hire them all.

@wilreynolds

“If we don’t kill CDs, someone else will, then

we’re all

fucked”

@wilreynolds

Our

Turn?

https://www.flickr.com/photos/papacamera/

@wilreynolds

It’s a celebration PITCHES

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Pitch Happiness

@wilreynoldsLost the project

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Build an app

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Trappedat

Work?

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Trappedat

Work?

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Know when they are starting to get unhappy before the query.

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Sound Familiar?

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Push notify BEFORE you searched for a job

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Trappedat

Work?

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Pitch #2

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This is an opportunity to engageusers at an emotional level by bringing memories of their beloved named cars to the forefront, which can lead to driving social engagement..

@wilreynolds

@wilreynolds

Big RedChuck

Auntie OGreta the Jetta

@wilreynolds

83% of SEER peeps named

their car.

https://www.flickr.com/photos/greggjerdingen/

@wilreynolds

Get others to

tell their stories

https://www.flickr.com/photos/greggjerdingen/

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“Love the idea, but how many clicks will we get in each position?”

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Keep TRYING!

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bit.ly/CTRisbroken

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Launch your own stuff!

@wilreynolds http://www.flickr.com/photos/theenmoy

RCS.SEERINTERACTIVE.COM

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Destinationlayover.com

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Lesson, Social done wrong is why clicks don’t turn into cliques

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But social done right…

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Makes every channel more profitable

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@wilreynoldsSEO that focuses on the first step

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Follow the Money!

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Titles don’t matter

Customers Do!

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@wilreynolds

@chadgingrich@Afreezee@alisa_scharf@HarrisNeifield@Nick_Vigg@ethanlyon@mmstll

@up_for_GRABS89@danaforman@teresa_a_lopez@Brian_A_Jensen@AudreyBloemer@AndrewMeyer8@stephbeadell@KellyMCallas

#MozCon

Wil Reynolds • SEER Interactive

@wilreynolds • wilr@seerinteractive.com