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
@aaronfriedman
+
61 @aaronfriedman
Thanks!
