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MODERN SEO FOR
LOCAL DISCOVERY
SETH PRICE VP, INDUSTRY RELATIONS AT PLACESTER
DIGITAL BREAD
CRUMBS OF TRUST
You don’t control your brand anymore, your customers do. Your brand is being shaped by
online reviews, peer referrals, conversations on social networks and the content consumed by
your socially connected customers.
Seth Price @sethstuff
HANSEL & GRETEL HERE WE GO
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
In 2015 found that Google searches containing “near me” have multiplied 34 times since 2011
Seth Price @sethstuff
PEOPLE NEED TO FIND SH*T
3 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 UP AGAINST
STIFF COMP
Surprisingly, the competition is not always who you
think it is.
Seth Price @sethstuff
WE’RE WORSE THAN GOLDFISH
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 requires some thinking,
maybe even a lot of thinking. and a mindset shift to look at your brand
from the customers perspective.
Seth Price @sethstuff
START BY FOCUSING ON YOUR… CUSTOMERS AUDIENCE PEOPLE TRIBE
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?
WHAT DO THEY CARE ABOUT?
Seth Price @sethstuff
HOW CAN YOU MAKE YOUR CUSTOMERS 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"
COLLECT SEO
PUZZLE PIECES
Modern SEO is not one thing, it’s a series breadcrumbs that help consumers find
their way to you.
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."
SEARCHES HAVE
NICHES THAT HAVE
VALUABLERICHES
Seth Price @sethstuffvia @backlinko
SOCIAL SIGNALS
DRIVE DISCOVERY
Seth Price @sethstuff
Americans collectively check their phone upwards of 8 billion times per day.
Seth Price @sethstuff
PLAN TO WIN
Seth Price @sethstuff
@sethstuff @Placester
“Marketing is a contest
for peoples attention"
Seth Godin
Seth Price @sethstuff
USE TOOLS TO HELP YOU MANAGE SOCIAL Seth Price @sethstuff
+
=
+
USE TOOLS TO HELP YOU MANAGE SOCIAL
@sethstuff
- Content Marketing Institute
@sethstuff
CONTENT PROMOTION IS A MUST
ONCE YOU CREATE IT, YOU HAVE TO ACTIVELY PROMOTE. I HATE TO SAY IT, BUT CONTENT CREATION IS THE EASY PART. GETTING PEOPLE TO READ IT IS WORK.
Seth Price @sethstuff
Make Those Around You Look Good
SMS
@Plan Ahead
Grow your influencer network before you
need them.
Co-Create with Them Nothing better than creating content with those you admire and sharing in the promotion and audience building.
Share Their Expertise Classic, Dale Carnegie. We like to hear the sound of our own names. And more than that, we love it when our ideas are discovered by others.
Make Them Successful Sounds counter intuitive, trust me on this one. If you help others succeed, I guarantee all ships will rise with the tide.
Connect on Social Share their content, comment on their content, create content about them.
Seth Price @sethstuff
INFLUENCERS RULE!
Seth Price @sethstuff
Create an Awesome Pieces of Pillar Content
Repurpose In Guest Posts Use pieces of your pillar content within your guest posts and link respectfully
Make Lots of Sharables Images, slides, infographics that can be shared on Pinterest, Instagram,
Twitter, Facebook & more…
Voiceover into Video Make a video from your post, guest post
or slides. For FB, YouTube & your site
Write Umpteen Tweets Use different titles and different images to share your pillar posts on all the platforms that you focus on.
Seth Price @sethstuff
ATOMIZATION ROADMAP
SAY HI… I DON’T BITE
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
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