educating the ruling class at ses chicago 2012

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?

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These Guys?

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I Am Aaron Friedman Who Am I?

SEO Manager at Spark Communications

Connect @ aaronfriedman

Blog: http://digitalhighrise.com

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I Have Screwed Up A Lot

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And you want SEO

Dear Business Owner,

So You Have a

Website…

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And you want SEO

AND YOU

WANT SEO

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And you want SEO

AND YOU

WANT FACBOOK

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And you want SEO

AND YOU

WANT TWITTER

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And you want SEO

AND YOU

WANT ALL THE THINGS

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WHY?

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Bing On Google????

Is it to show up higher than the competition?

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To “Increase Followers” or “Engage in Conversations With Customers”?

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These Are Not Good Reasons

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WHY DO YOU NEED SEO?

WHY DO YOU NEED SOCIAL?

http://www.funelf.net/photos/I-found-it!.jpg

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Are You Prepared For This?

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How About All This?

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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

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This Is Your Companies Org Chart

And You Think You Are In Charge

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Guess What Probably never

thought you would

hear an agency guy

say this, but SEO

might not be for you

(at least right now)

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They downright ignore

EVERYTHING I say…

It Totally Sucks!

NOBODY LISTENS!

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THIS IS HOW I FEEL

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“Our queue is 3 months long”

“We have no bandwidth”

“We are already doing SEO”

“Sure thing” (blatantly ignored)

IT Pushback

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“We need legal review”

(2 months later)

“We can’t say that”

“We can say that, except change all the

words”

Legal Pushback

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“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

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“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

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I GIVE UP!

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Business owners need to

realize that this is not

magic

NOT SO FAST!

SEO Can Rule The Organization

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WHO IS THE RULING CLASS?

Image Source:

http://www.flickr.com/photos/hodolomax/3

688031170/

Definition: The Class of People Exerting Power or Authority

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SEOs, SOMETIMES…

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… NEED TO SHAKE THINGS UP

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SEO’s are in a

great position

to change

organizations

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WHY DO YOU NEED SEO?

WHY DO YOU NEED SOCIAL?

YOU DON’T!

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WHAT YOU NEED IS To…

Build Another Lead Generation Channel

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WHAT YOU NEED IS To…

Increase Brand Awareness & Reputation

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Strengthen Specific Marketing Campaigns

WHAT YOU NEED IS To…

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YOU ALSO

NEED

TO…

Shorten Your Sales Cycle

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Increase Overall Customer Satisfaction

YOU ALSO

NEED

TO…

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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

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The Same Stuff Doesn’t Work

Search Engines Have Evolved

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OLD SCHOOL SEO

Image Source: http://cdn.seomoz.org/img/upload/mockup(2).png

• Keywords

• Alt Attributes

• H tags

• More

Keywords

• Links

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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

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NEW SCHOOL SEO

• Personalized

• Image

• Rich Snippets

• News

• Video

• Shopping

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Engines are creating something separate from their text index that

consists of entities and attributes…

Future School SEO

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Frictionless Sharing Verbs Action Attribution

https://developers.google.com/+/api/latest/activities

http://ogp.me/

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THESE ARE ALL ENTITIES

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Wait, That’s A Lot of Stuff

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REMEMBER OUR FRIENDS IN IT LEGAL BRANDING and CONTENT?

Image Source: http://www.lonniehuntermusic.com/wp-content/uploads/2012/04/woman-remembering1.jpg

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Start To Win Them Over One By One

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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

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How About Coffee? Image Source: http://www.adderworld.com/blog1/wp-content/uploads/2012/04/CoffHap.jpg

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What is impending this from working?

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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

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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

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And you want SEO

So Business Owner,

You Want

All Those Things?

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Then Please, Lets Unite Your Organization.

Image Source: http://www.post-gazette.com/stories/life/pittsburgh-rides/pittsburgh-rides-traveling-or-a-journey-268449/

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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

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And you want SEO

Because The Return

Is Well Worth It

60 @aaronfriedman

Aaron Friedman SEO Manager at

www.digitalhighrise.com

aaron.friedman@sparksmg.com

@aaronfriedman

+

61 @aaronfriedman

Thanks!