2013 pubcon austin seo agency presentation
Post on 19-Oct-2014
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Pubcon Austin presentation - SEO Campaign Management : How Not to Get Fired. Presentation includes, internal set-up and seo agency management tools, platforms for seo success, tools to stay smart on seo trends, how to add value as a seo consultant, and seo audit examples. For more information follow on Twitter at www.twitter.com/jloomstein and www.twitter.com/crown_partners.TRANSCRIPT
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SEO Agency and Campaign Management How Not to Get Fired…..
Presented by: James Loomstein
Sr. Consultant Crown Partners
@jloomstein
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Wait, About Me…. • Integrated marke,ng professional with over 10 years of direct adver,sing agency experience
• Extensive exper,se in core marke,ng – including: – Local search marke,ng – Pay Per Click (Google AdWords) – Search Engine Op,miza,on – Insights and Web Analy,cs (Google Analy,cs) – Marke,ng Strategy – Brand Posi,oning – Targe,ng/Segmenta,on
• Plus – I’m a dad, husband, and Dallas sports junkie • I sit in your spot and use tools like these to build my agency • And, If I wasn’t doing this -‐ I’d love to be a PGA tour player, or storm chaser
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The New Reality……
I was suppose to write something witty here…
But the reality is this
If consumers don’t know our clients are out there, they never get the OPPORTUNITY to be considered
The Customer Is In CONTROL
Our companies, clients, products, services, brands, reputations, etc. are now a
search result…
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So What’s the Fundamental Problem We All Face?
• SMBs: Time, resources, knowledge
• Corporation: Too much budget, directionless, management
• Your client: Justifying value for your service
• Your company: Scalability, repeatability, duplicating yourself
The #1 problem all businesses face is obscurity --- If they don’t know you…..They can’t buy from you.
CHALLENGE
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Overview • A little background • A little GSD process • Some tools, platforms, and services to care about • 10 step “short and long term” strategy • And five things you can do today to impact your clients
and show value starting today
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Step 0 – Standardize Your Process • Identify your team • Create boiler plates
– Contracts – One-pages – Bios – Kick-off documents – Job postings – Client questionnaires
• Standardize tools • Develop a playbook • Build your outsourced
support team
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Step 1 - Kickoff • Client questionnaire • Internal set-up (basecamp, harvest, highrise, quick
books, evernote) • Competitive audit (client / competitor /keywords) • Email access [email protected] (if required) • Reporting / analytics access • Google alerts (brand, c-level, keywords, competitors) • Find the quick win first (stop boiling the ocean)
If you don’t know where you’re going – any road will get you there.
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Internal set-up • Create single source view of your clients, projects, tasks, and
team • Leverage automation tools to reduce non-billable tasks • For billing purposes I recommend Freshbooks, Zoho, Quickbooks
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Client audit example • Client Problem: Understand the digital landscape • Tool set: Screaming Frog, SEOMOZ, Webpagetest.org, SpyFu, and
social sites • Time: 1-2 hours • Process: Competitors, keywords, tools
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Step 2 – Execute (GSD)
• Monthly tasks list • Weekly check-in • Scheduled reporting • Identify opportunities • A couple of ideas….
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Step 3 – Keep adding value • Invest in yourself and your client (on your dime)
– Editorial calendar – Press releases / blog mock-ups – Client specific events (webinar, conference, newsletter) – Industry trend updates (RSS/Google Alerts) – Reporting engine (Raven, MySEOTool.com, etc.)
• Host events – Brainstorming session – Happy hour sponsorship / working lunches
• Find new types of content to create • Remember that clients don’t know what they don’t know • You’re a partner – not a monthly marketing expense
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Step 4 – Standardized toolset Business PPC SEO Competitive
Highrise Buffer Merge words Yellowpipe Muckrack
Basecamp Pocket WordWatch Seo-browser.com Followerwonk
Quickbooks Scribe Callrail SEOMOZ Builtwith.com
Evernote Tweetadder WordTracker Whitespark SEMrush
Harvest Twitterfeed Hitwise Hittail.com SearchMetrics
Boomerang Fliptop SpyFu Crazyegg KeyCompete
Hootsuite Rapleap Google Trends MySeoTool.com AllTop
CrazyEgg Screaming Frog SocialMention
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Step 5 - Don’t leave money on the table
• Yes, we do that • Outsource (know your margins) • Automation tools • Build your team • The objective is scalability / repeatability
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Step 6 – Stay smart SEO Content Marketing Industry Trends
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Step 7 – Network yourself • Create platform partnerships that you can leverage
• Let clients/partners generate leads for you • Be seen and known in the market • My personal goals
– 1-2 lunches/month – 4-6 events/month – 2-4 webinars/month – 1 conference/quarter – 15 minutes Google Reader/day
“Nobody ever got a client sitting at home waiting for the phone to ring.” - me
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Step 8 – Keep perspective • Know your margins • Identify how much non-billable work goes into a billable hour • 200K in sales = $100,000 in salary • Standardize reporting template to streamline the process • Identify the spots that you can add value immediately – get
the quick wins • You’re not charging enough
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Step 9 - My final thoughts… • Stop chasing shinny objects • Replicate, scale, iterate, repeat • Its all sales • Perfection is the enemy of good • Invest in the tools that either save you time, make you
money, or make you look smarter
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Connect with Me….. CrownPartners.com [email protected] Twitter.com/jloomstein Linkedin.com/in/Jloomstein
James Loomstein, MBA Sr. Consultant Crown Partners