Tools  and  techniques   to  us  become  more  ‘T-­‐Shaped’  in  our  projects  and  practices

SEO  AS  ‘WHOLE  BRAIN’  T-­‐SHAPED  MARKETER’ Dawn  Anderson  @  dawnieando –Move  It  

Marketing

IN 2012 I HEARD….. 11

AND THEN IT TURNED OUT….. 11

‘YAY’,  ‘WHOOP’

THEN I REALISED… SEO HAS MANY LIVES….. 11

AN  ESTIMATE  IS  THAT  SEO  ’DEATHS’  CURRENTLY  EQUAL  AROUND  2  X  CATS  X  9  LIVES  EACH  (CIRCA  18  YEARS)

IT  DIES  ON  A  REGULAR  BASIS

BUT…..IT IS EVOLVING 11

X EVOLVE

DIE….  LIKE  KETCHUPBOTTLES…

AND SO MUST WE.. 11

WHAT’S T SHAPED? 02

Deep  expertise  in  a  core  subject  and  an  understanding  of  a  wide  range  of  subjects

04WANTED - WHOLE BRAIN MARKETERS

Those  with  the  analytical  ability  married  to  strategic  or  creative  talents

06LEFT OR RIGHT BRAIN DOMINANT?

• LOGIC• ANALYSIS• SEQUENCING• LINEAR• MATHEMATICS• LANGUAGE• FACTS

• THINK  IN  WORDS• WORDS  OF  

SONGS• COMPUTATION

LEFT  BRAIN RIGHT  BRAIN

• CREATIVITY• IMAGINATION• HOLISTIC  

THINKING• ARTS• RHYTHM

• VISUALISATION• TUNES  OF  

SONGS• NON-­‐VERBAL  

FEELINGS• DAY  DREAMING

05USING BOTH SIDES OF BRAINUTILISING  BOTH  THE  LEFT  AND  RIGHT  SIDE  OF  THE  BRAIN  IN  AN  EFFECTIVE  AND  BALANCED  MANNER

BRAIN  DOMINANCE  TEST  -­‐http://www.ipn.at/ipn.asp?BHX

PERCEPTIONS 09

WE  ALL  MOSTLY  SIT  AT  A  DESK  ALL  DAY  STARING  AT  A  SCREEN  – NOT  THAT  DIFFERENT  AFTER  ALL??

21TOOLS FOR ‘UN-CREATIVE’ TECHIESBLOGGING  /  COPYWRITING

IDEA  GENERATING

PICTURES  &  COVERS

21TOOLS FOR ‘UN-CREATIVE’ TECHIESEBOOK  GENERATORS LOLZ  &  MEME  GENERATORS

DATA  VISUALISATION  TOOLS

INFOGRAPHIC  GENERATORSMIND  MAPPING  TOOLS

21TOOLS FOR ‘UN-TECHIE’ CREATIVES

GOOGLE  SEARCH  CONSOLE

ARCHITECTURAL  VIEWS  -­‐ POWER  MAPPER

META  DATA  GENERATOR

SITE  SPEED

’OUT  OF  BOX’  SEO  ‘ESSENTIALS’

HEADER  CHECKERS

GOOGLE’S  WEBMASTER  ACADEMY

W3  SCHOOL  TUTORIALS  AND  QUIZZES

SIMILAR  PAGE  CHECKER

COMPRESSION

INTERNATIONALISATION

DUPLICATE  /  SIMILAR  CONTENT  CHECKER

LONG-­‐TAIL  KEYWORD  GENERATION

21‘PEOPLE’ TOOLS

HUBSPOT’S  – MAKE  MY  PERSONA  -­‐ TOOL

21CRYSTAL KNOWS DAVIDEDMUNDSON-BIRD

Crystal  says  -­‐ “David  is  a  gifted  communicator,  prioritizes   relationships,  and  trusts  his  instincts  -­‐sometimes  making  gut  decisions  against  logic.”

Personality  predictor

WHEN  SPEAKING  TO  DAVID:• Emphasize  the  future• Use  self-­‐deprecating  

humour• Tell  a  few  jokes• Get  right   to  the  bottom  

line

Syncs  with  Gmail  +  Social  media  contacts

Title:  Can  We  Talk?

Body:    It’s  been  a  great  year  and  I  feel  that  I’ve  exceeded  all  of  the  goals  we  set  for  my  performance.  When  you  get  a  chance,  can  we  have  a  conversation  to  discuss  my  compensation?

David  Edmundson-­‐Bird

Asking  David  for  a  pay  rise:

21PULLING IT ALL TOGETHER

VIA ‘STRATEGIC FRAMEWORKS’, ‘MODELS’, ‘CASE STUDY SUCCESS EMULATION’ AND ‘PRODUCTIVITY’ TOOLS

RACE

SOSTAC

CONTENT  MARKETING  MATRIX

21AND FOR PROCRASTINATION AND FOCUS

The  ’Pomodoro’

tomato-­‐timer.com

REMEMBER

21RESOURCES & SOURCES• LOL  Picture  Generator  -­‐ http://app.cheezburger.com/Builder?v=1• Answer  The  Public  – http://answerthepublic.com/• Crystal  Knows  – https://www.crystalknows.com• Hubspot’s Blog  Topic  Generator  -­‐ http://www.hubspot.com/blog-­‐topic-­‐generator• Magazine  Cover  -­‐ http://bighugelabs.com/magazine.php• Open  Graph  Generator  -­‐ http://webcodetools.com/open-­‐graph-­‐generator/• Schema  Creator  -­‐ http://schema-­‐creator.org/• Google  Markup  Helper   -­‐ https://www.google.com/webmasters/markup-­‐helper/• Huballin -­‐ http://huballin.com• http://www.impactbnd.com/blog-­‐title-­‐generator/blogabout• Make  My  Persona  -­‐ http://makemypersona.com/• Keyword  Shitter  -­‐ http://keywordshitter.com/• Uberflip Ebook Generator  -­‐ http://www.uberflip.com/ebook• Piktochart – http://piktochart.com• Trello  – http://trello.com

21RESOURCES & SOURCES• Smart  Insights  – Content  Marketing  Matrix  -­‐ http://www.smartinsights.com/content-­‐

management/content-­‐marketing-­‐strategy/the-­‐content-­‐marketing-­‐matrix-­‐new-­‐infographic/• Smart  Insights  – SOSTAC  Model   -­‐ http://www.smartinsights.com/digital-­‐marketing-­‐

strategy/sostac-­‐model/• Smart  Insights  – RACE  Digital  Planning  Framework  -­‐ http://www.smartinsights.com/digital-­‐

marketing-­‐strategy/race-­‐a-­‐practical-­‐framework-­‐to-­‐improve-­‐your-­‐digital-­‐marketing/W3  Schools   -­‐ http://www.w3schools.com/

• Power  Mapper   -­‐ http://www.powermapper.com/• Google  Search  Console   -­‐ https://www.google.com/webmasters/tools/home?hl=en-­‐GB• Google  Webmaster  Academy  -­‐

https://support.google.com/webmasters/answer/6001102?hl=en• Yoast -­‐ https://yoast.com/• The  Media  Flow  – Hreflang Generator  -­‐ http://www.themediaflow.com/tool_hreflang.php• Tiny  PNG  -­‐ https://tinypng.com/• Tomato  Timer  – http://tomato-­‐timer.com