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The leading interactive internet marketing agency HAND-WAVY CONTENT IDEATION STUFF ONE TRICK PONIES GET SHOT (3.0) CONNECTING TACTICS TO GOALS WITH STRATEGY Ian Lurie @portentint www.portent.com

One Trick Ponies Get Shot, for SEOs

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I do a lot of SEO. And I get fired a lot. Why? Often because the client can't connect the goal to the work: We're getting them higher rankings, etc., but we can't justify it all based on the client's real goal. By the way, strategy isn't a thing. It's a way of thinking. Learn that, and how to apply it, in this presentation.

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Page 1: One Trick Ponies Get Shot, for SEOs

The leading interactive internet marketing agency

HAND-WAVY CONTENT IDEATION

STUFF

ONE TRICK PONIES GET SHOT (3.0) CONNECTING TACTICS TO GOALS WITH STRATEGY

Ian Lurie @portentint

www.portent.com

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I GET FIRED IT SUCKS

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IT SUCKS

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WHY?!!!

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0%

50%

100%

Agency Client

FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE

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PRODUCTS ARE EASIER

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SO WE WENT FROM THIS

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TO THIS

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ONCE, THE OUTCOME WAS THE PRODUCT

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NOW, THE TACTIC IS THE PRODUCT

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SAFFRINATE FOOGLEBAR IS WHAT WE DO!!!!

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SAFFRINATE FOOGLEBAR CONTENT META TAGS SITE SPEED CRAWLS KEYWORD OPTIMIZATION DESIGN SEARCH MARKETING LOCAL SEARCH CONTENT MARKETING LINK BUILDING INBOUND MARKETING SEO VIDEO SEO SOCIAL MEDIA PAID SOCIAL MEDIA BLOG POSTING GUEST POSTING BANNER ADS FRENDIDGES BENIFICENCE FIDDLE-DEE-DEE-DEE E-COMMERCE DEVELOPMENT MOBILE RICH MEDIA CRUNKINATAGE OMNICHANNEL IMAGE SEARCH VIDEO PRODUCT LISTING ADS PAY PER CLICK PROGRAMMATIC BUYING TFIDF LDA PENGUIN PANDA CLOAKING ANALYTICS MEDIA BUYING DEVELOPMENT E-COMMERCE DEVELOPMENT MOBILE RICH MEDIA SCHEMA.ORG

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THAT CAUSES UNCERTAINTY

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AND COMMODITIZATION

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NO ONE CARES ABOUT THE VENDING MACHINE

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“WE’VE NOW EDITED 32 TITLE TAGS” “TRAFFIC FROM ORGANIC SEARCH IS UP 10%”

“WE GOT YOU MORE LINKS!!!!”

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greetings of the day!!!

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THE CLIENT BUYS AN

OUTCOME

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WE’RE SELLING

TRICKS

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WE’RE ALL ONE-TRICK PONIES

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CHECK OUT THE SEO!!!!

CHECK OUT THE SEO!!!!

ulp.

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STOP TALKING TRICKS

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START TALKING OUTCOME

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STRATEGY IS THE FRAMEWORK FOR THE CONVERSATION

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STRATEGY MAKES GOALS INTO TOOLS

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what is this strategy of which

you speak?

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FIRST, A FEW MYTHS MUST DIE

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$40,000 pleaseNO

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“WE NEED A 2-YEAR STRATEGY” NO “WE NEED A 2-YEAR STRATEGY” NO “WE NEED A 2-YEAR STRATEGY”

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THERE IS A STRATEGY NO THERE IS NO THERE IS ANO A STRATEGY NO STRATEGY

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STRATEGY = GOAL NO STRATEGY = GOAL NO STRATEGY = GOAL

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STRATEGY A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL NO A PLAN OF ACTION OR POLICY NO A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL NO DESIGNED TO ACHIEVE A MAJOR GOAL

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STRATEGY ISN’T A

THING

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SEO IS A THING

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STRATEGY IS AN APPROACH

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STRATEGY TESTING EVERY TACTIC AGAINST A DESIRED OUTCOME

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PRACTICING STRATEGY THERE ARE FOUR ELEMENTS

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GOAL(S) PARAMETERS FEEDBACK LOOP REPS

1

2

3

4

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GOAL 1

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A MEASURABLE OUTCOME THAT MEANS

SUCCESS

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A GOAL = A CONNECTION BETWEEN TACTIC AND STRATEGY

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GROW REVENUE N%

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DOUBLE SHARE OF VOICE

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IMPROVE CONVERSION RATE N%

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REVENUE ≥ THE COST TO KEEP BUSINESS ALIVE

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OR HIGHER CUSTOMER VALUE OR HIGHER CUSTOMER VALUE

NO, NO, I JUST WANT MORE LINKS

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“WHY MORE LINKS?”

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“WHY RANK HIGHER?”

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“HOW MUCH MORE MONEY CAN WE SHOOT FOR?”

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I WANT TO EXCEED YOUR EXPECTATIONS. I NEED TO KNOW WHAT SUCCESS MEANS.

“ ”

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PARAMETERS 2

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CONSTRAINTS, OPPORTUNITIES AND METRICS

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CONSTRAINT BUDGET

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CONSTRAINT MONTHLY ROLLOUTS

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CONSTRAINT COMPLEX PROCESSES

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OPPORTUNITY IN-HOUSE CONTENT TEAM

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OPPORTUNITY UPCOMING PR PUSH

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OPPORTUNITY SITE REBUILD

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METRICS VALUE PER CLICK

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METRICS CONVERSION RATE

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METRICS SHARE OF VOICE

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DIG OUT THE PARAMETERS DIG OUT THE PARAMETERS

THERE IS ALWAYS DATA YOU HAVE TO DIG FOR IT

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YOU HAVE TO OBSERVE

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LOG FILES

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CALL VOLUME BY DAY

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TOTAL SALES/DAY

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STUFF THAT WORKS

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STUFF THAT WORKS STUFF THAT DOESN’T

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SOCIAL MEDIA BEHAVIORS

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WEEEEEEEEEE

Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find.

We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers.

Lurie Space Tourism99% survival rate!!!

1.800.SPA.CERS

Free space sickness kits!

Fastest transit to Mars! Start your new life today!

Space travel is cool!

Another happy customer

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ANALYTICS BUSTED FOR SIX MONTHS

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I GET FIRED IT SUCKS

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DIG DEEPER

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ASSET: LOOK AT THAT FACE!

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WEEEEEEEEEE

Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find.

We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers.

Lurie Space Tourism99% survival rate!!!

1.800.SPA.CERS

Free space sickness kits!

Fastest transit to Mars! Start your new life today!

Space travel is cool!

Another happy customer

OPPORTUNITY: LOOK AT THAT SITE!

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METRICS TICKET PRICE: $15.00

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METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00

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METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL

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METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL 50 ORDERS BY PHONE

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METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL 50 ORDERS BY PHONE 250 ORDERS ONLINE

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METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL 50 ORDERS BY PHONE 250 ORDERS ONLINE WEBSITE = $15,000

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METRICS AVERAGE CLICKS: 20,000/MONTH

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METRICS AVERAGE CLICKS: 20,000/MONTH 1% CONVERSION RATE

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METRICS AVERAGE CLICKS: 20,000/MONTH 1% CONVERSION RATE CLICK VALUE: $.75

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WITH NO ANALYTICS BABY!!!!!!!!!!

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CONSTRAINT: $2,500 MONTHLY BUDGET

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FEEDBACK LOOP 3

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DEVELOP TACTICS & TEST AGAINST PARAMETERS

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JUSTIFY AND EXPLAIN EACH TACTIC IN TERMS OF THE GOAL

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GOAL 25% ORGANIC SEARCH REVENUE GROWTH

+$120K/YEAR

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CONSTRAINTS CAN’T EDIT SITE

MONTHLY CODE ROLLOUT

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METRICS CLICK WORTH $.50

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ASSETS & OPPORTUNITY 450,000 SEARCHES/MONTH CAPTURING .5% RIGHT NOW

$1,350 REVENUE

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SITE RE-LAUNCH ON WORDPRESS COST: $40,000

TIME: 2 MONTHS

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SEO IMPACT WE’LL BE ABLE TO DO SEO

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5% SHARE OF VOICE 27,500 CLICKS

$16,500/MONTH $198,000/YEAR

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CONSTRAINT PROBLEM: 2 MONTHS TO LAUNCH $80K GROWTH

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2:1 ROI ISN’T BAD

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BUT…

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15 SECOND HOME PAGE LOAD TIME

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FIX: 8 HOURS’ IT TIME $4,000

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“SAY YOU WANT A 3:1 ROI ON THIS”

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.4% SHARE OF VOICE GROWTH $12,000

10% OF GOAL

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.5% CONVERSION RATE INCREASE $30,000

25% OF GOAL

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ALSO

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