1 @aaronfriedman
Educating the Ruling Class By: Aaron Friedman SEO Manager, SPARK
For SES Chicago 2012
2 @aaronfriedman
And you want SEO
THE RULING
CLASS?
3 @aaronfriedman
These Guys?
4 @aaronfriedman
I Am Aaron Friedman Who Am I?
SEO Manager at Spark Communications
Connect @ aaronfriedman
Blog: http://digitalhighrise.com
5 @aaronfriedman
I Have Screwed Up A Lot
6 @aaronfriedman
And you want SEO
Dear Business Owner,
So You Have a
Website…
7 @aaronfriedman
And you want SEO
AND YOU
WANT SEO
8 @aaronfriedman
And you want SEO
AND YOU
WANT FACBOOK
9 @aaronfriedman
And you want SEO
AND YOU
WANT TWITTER
10 @aaronfriedman
And you want SEO
AND YOU
WANT ALL THE THINGS
11 @aaronfriedman
WHY?
12 @aaronfriedman
Bing On Google????
Is it to show up higher than the competition?
13 @aaronfriedman
To “Increase Followers” or “Engage in Conversations With Customers”?
14 @aaronfriedman
These Are Not Good Reasons
15 @aaronfriedman
WHY DO YOU NEED SEO?
WHY DO YOU NEED SOCIAL?
http://www.funelf.net/photos/I-found-it!.jpg
16 @aaronfriedman
Are You Prepared For This?
17 @aaronfriedman
How About All This?
18 @aaronfriedman
Do You Realize That Your Teams Are Divided? Image Source: http://www.fanlala.com/files/imagecache/photo/gallery/42263/team-jacob-vs-team-edward.jpg
19 @aaronfriedman
This Is Your Companies Org Chart
And You Think You Are In Charge
20 @aaronfriedman
Guess What Probably never
thought you would
hear an agency guy
say this, but SEO
might not be for you
(at least right now)
21 @aaronfriedman
They downright ignore
EVERYTHING I say…
It Totally Sucks!
NOBODY LISTENS!
22 @aaronfriedman
THIS IS HOW I FEEL
23 @aaronfriedman
“Our queue is 3 months long”
“We have no bandwidth”
“We are already doing SEO”
“Sure thing” (blatantly ignored)
IT Pushback
24 @aaronfriedman
“We need legal review”
(2 months later)
“We can’t say that”
“We can say that, except change all the
words”
Legal Pushback
25 @aaronfriedman
“We make bicycle stabilization and
traction surfaces, not tires”.
“Sorry, that keyword doesn’t work with
the messaging”
Branding Teams Pushback
http://stevesagjournal.com/wp-content/uploads/2011/02/brand_identity.jpg
26 @aaronfriedman
“Too much content to keep track of”
“Content is useless”
“Not enough content being
generated”
General Content Confusion
http://im.myincredible.com/wp-content/uploads/2011/03/1-content-is-king.jpg
27 @aaronfriedman
I GIVE UP!
28 @aaronfriedman
Business owners need to
realize that this is not
magic
NOT SO FAST!
SEO Can Rule The Organization
29 @aaronfriedman
WHO IS THE RULING CLASS?
Image Source:
http://www.flickr.com/photos/hodolomax/3
688031170/
Definition: The Class of People Exerting Power or Authority
30 @aaronfriedman
SEOs, SOMETIMES…
31 @aaronfriedman
… NEED TO SHAKE THINGS UP
32 @aaronfriedman
SEO’s are in a
great position
to change
organizations
33 @aaronfriedman
WHY DO YOU NEED SEO?
WHY DO YOU NEED SOCIAL?
YOU DON’T!
34 @aaronfriedman
WHAT YOU NEED IS To…
Build Another Lead Generation Channel
35 @aaronfriedman
WHAT YOU NEED IS To…
Increase Brand Awareness & Reputation
36 @aaronfriedman
Strengthen Specific Marketing Campaigns
WHAT YOU NEED IS To…
37 @aaronfriedman
YOU ALSO
NEED
TO…
Shorten Your Sales Cycle
38 @aaronfriedman
Increase Overall Customer Satisfaction
YOU ALSO
NEED
TO…
39 @aaronfriedman
Which CAN Be SEO & Social
40 @aaronfriedman Image source: http://www.seomoz.org/blog/inbound-marketing-is-taking-off
But CAN Also Be
SEOs Are Just
Positioned Well
For This
41 @aaronfriedman
The Same Stuff Doesn’t Work
Search Engines Have Evolved
42 @aaronfriedman
OLD SCHOOL SEO
Image Source: http://cdn.seomoz.org/img/upload/mockup(2).png
• Keywords
• Alt Attributes
• H tags
• More
Keywords
• Links
43 @aaronfriedman
WHAT USER IS LOOKING
FOR
WHAT THE
PAGE DELIVERS
This is Where YOU WIN
This is SEO
Idea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-
beyond-whiteboard-friday
44 @aaronfriedman
NEW SCHOOL SEO
• Personalized
• Image
• Rich Snippets
• News
• Video
• Shopping
45 @aaronfriedman
Engines are creating something separate from their text index that
consists of entities and attributes…
Future School SEO
46 @aaronfriedman
Frictionless Sharing Verbs Action Attribution
https://developers.google.com/+/api/latest/activities
http://ogp.me/
47 @aaronfriedman
THESE ARE ALL ENTITIES
48 @aaronfriedman
Wait, That’s A Lot of Stuff
49 @aaronfriedman
REMEMBER OUR FRIENDS IN IT LEGAL BRANDING and CONTENT?
Image Source: http://www.lonniehuntermusic.com/wp-content/uploads/2012/04/woman-remembering1.jpg
50 @aaronfriedman
Start To Win Them Over One By One
51 @aaronfriedman
Connect with them.
Find Common Ground
Geek About Their things…
Not just SEO
Image Source: http://selfexceed.com/wp-
content/uploads/2012/07/Worry-free-268x300.jpg
52 @aaronfriedman
How About Coffee? Image Source: http://www.adderworld.com/blog1/wp-content/uploads/2012/04/CoffHap.jpg
53 @aaronfriedman
What is impending this from working?
54 @aaronfriedman
Build SEO Into Your Content Strategy
Let Me HELP You
Image Source: http://family.go.com/images/cms/parenting/man-girl-chore-
photo-240x240-j-5295467.jpg
55 @aaronfriedman
Ask Them...
• How Do You Use The Web?
• What Keywords are important to you?
• What Areas Do You Need Help In?
• Where Do You See Competitors Beating You?
Image Source:
http://loyolagreyhound.com/polopoly_fs/1.1771286.1289490016!/image/17082187
09.jpg
56 @aaronfriedman
And you want SEO
So Business Owner,
You Want
All Those Things?
57 @aaronfriedman
Then Please, Lets Unite Your Organization.
Image Source: http://www.post-gazette.com/stories/life/pittsburgh-rides/pittsburgh-rides-traveling-or-a-journey-268449/
58 @aaronfriedman
Lets Create an Integrated
Marketing Strategy
SEO
Creative
Copywriters
Developers PR & Media Partnerships
Marketing Strategy
• Designers: Ensure that creative and usability
are inline with user queries.
• Copywriters: Optimize content and
recommend new, trending opportunities
• Developers: Optimize code. Inform Meta
Data.
• PR and Media: SEO friendly press releases,
social media, and other forms of outreach
• Marketing Strategy: Support messaging,
especially in digital space
59 @aaronfriedman
And you want SEO
Because The Return
Is Well Worth It
60 @aaronfriedman
Aaron Friedman SEO Manager at
www.digitalhighrise.com
@aaronfriedman
+
61 @aaronfriedman
Thanks!
Recommended