seo is hard!
TRANSCRIPT
SEO IS HARD!
Confusing
Contradictory
Overwhelming
SEOADVICE
SEO TACTICS EMPLOYED
110 blog articles per month
competitor monitoring
directory submissions
on-page optimization
social media
promotionarticle
syndication
email outreach for backlinks
ongoing keyword research for new content
monthly performance analysis
3 Google news articles per day
rank tracking
• Trying to do too much
• Not knowing where to focus
• Creating too much content
We eliminated most of their tactics
Social mediacampaigns
Directory submissions
Competitormonitoring
On-going pageoptimizations
Site speedimprovements
Fluffyblog posts
Google newsfeed updates
We fixed the campaign by narrowing the focus
Link building
Content
Key Takeaways There are A LOT of SEO advice and tactics out there. Don’t stretch your resources too thin1
Find a strategy that works and double down2
Winning SEO strategies focus on content and authority building3
My Background• Intersection of technology and marketing
• Studied AI in graduate school
• Built a super computer for the NSA
• 12 years working on digital marketing strategy
• Founded Fire&Spark digital marketing agency
Passion for Giving Back
FDC Organic TrafficJanuary 2018 – December 2020
Google Starts to Take Notice
What Did Google Notice?
Engagement Mentions Reviews Returning visitors Click-throughs in the SERPs Backlinks
Brand building momentum
Rankings
“The connection with our community is definitely key to
our SEO success”-Brad Flaherty, CMO at Fire Dept. Coffee
Authentic Brand Content
Key Takeaways
1
Pursue a minimum viable technical and on-page SEO strategy
2 Brands that resonate with online consumers crush SEO
3
Google’s AI is looking for brands that are gaining momentum
4 Focus on authority building and content to significantly grow organic traffic
B2B Software CompanyDesign Management Software
Authority First SEO
ProductDriven
MissionDriven
StoryDriven
Complementary Authority StrategyKeyword Targeted Content Authority Building Content
+
Product-driven SEOCandy Brand
Mission-driven SEOOnline Publisher
Go beyond keyword targeted content
Create content that connects with your audience
Partner with like-minded individuals
Outreach to promote your mission, not your content
Do good in the world
Why Should Your SEO have a Purpose?
Purpose must be authentic to your organization’s values and compelling to influencers
You Don’t Need a Social Mission
Founder’s backstory Craftsmanship behind the products Democratizing an industry Shop local Make luxury available to the masses
Purpose-driven Content
Interviews Proprietary data Surveys Position/policy article Opinion
Create citable contentCraft content that like-minded individuals can use to advance THEIR cause
PITCH THE PURPOSEnot the content, not the product
Purpose-driven Outreach
Content partnerships Link building Customer acquisition
Purpose-driven SEO
Findpartners
Alignwith yourvalues
Buildcitable content
Connectwith like-minded
individuals
Ramp-up Phase Growth Phase
Connectwith
like-minded individuals
Build citable content
Grow audience and
visibility
Developcontent
partnerships
Purpose-driven SEO Process
Examine your brand
Research partners
Identify Issues
Tell brand stories
Launch a campaign
Reach out
