out of the box
We’ll Explore:Chapter 1 | Who are these SEOs?
What’s the role of SEO in future marketing organizations?Chapter 2 | Playing the role of insurgent.
Battlefield tactics to enhance productivity and innovation.
Chapter 3 | Use your superpowers.You’re not good enough alone.
Jeremiah who?
• College Dropout• Agency superstar by 19• Failed Agency superstar by 22• Designed Fedex & Subway Brand Asset Management
System at 23• Managed Search at MSDN and TechNet at 25• Completed college degree at 27• Webmaster tools guy at Bing • Customer Acquisition at Logitech at 30
Today’s SEO….
• Marketer• Library Scientist• Information Architect• Consumer Researcher• Digital Strategist• Nomenclature expert• Trend analyst• Team builder• CSS ninja• Systems Administrator• CMO• Sales guy
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Today’s SEO….
• Marketer• Library Scientist• Information Architect• Consumer Researcher• Digital Strategist• Nomenclature expert• Trend analyst• Team builder• CSS ninja• Systems Administrator• CMO• Sales guy
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CUSTOMER CUSTOMER ACQUISITION ACQUISITION BEGINS WHEN BEGINS WHEN SPECIALIZATIOSPECIALIZATION ENDSN ENDS
Modern customer acquisition is not about "search" or "not
search" it is about understanding the operational
environment. Search is a competency necessary for success.
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The time to take counsel of your fears is before you make an important battle decision. That's the time to
listen to every fear you can imagine! When you have collected all the facts
and fears and made your decision, turn off all your fears and go ahead!
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The 4 Big Keys to SEO
Keywords- Speak the customers language.
Content – You earn the right to speak to your customers
Links – Links are the coin of the realm
Site structure – This is the foundation that everything is built on
The insurgent
• Looks for weaknesses and exploits them• Builds credibility by winning hearts and
minds• Doesn’t loose sleep because they can’t
win head on• IMPACT• IMPACT• IMPACT
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introducing the OODA loop
The work of John Boyd can help us to think about the practice and discipline of search engine optimization.
- Military tactic- Led to blitzkrieg- Focuses on unconventional tactics- Tests outcomes in real time
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The 4 Big Keys to SEO
Keywords- Speak the customers language.
Content – You earn the right to speak to your customers
Links – Links are the coin of the realm
Site structure – This is the foundation that everything is built on
The Out of the Box Keys to SEO:
Your Site- Everything comes back to this.
Social – You make your customers feel like they are the only ones in the room.
PR is the new link builder – PR done right is a huge source of links and relationship management
Decision loops – Testing culture is not enough, you have to know where to lay your cards