Educating the ruling class at ses chicago 2012
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1 @aaronfriedman
Educating the Ruling Class By: Aaron Friedman SEO Manager, SPARK
For SES Chicago 2012
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2 @aaronfriedman
And you want SEO
THE RULING
CLASS?
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3 @aaronfriedman
These Guys?
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4 @aaronfriedman
I Am Aaron Friedman Who Am I?
SEO Manager at Spark Communications
Connect @ aaronfriedman
Blog: http://digitalhighrise.com
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5 @aaronfriedman
I Have Screwed Up A Lot
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6 @aaronfriedman
And you want SEO
Dear Business Owner,
So You Have a
Website…
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7 @aaronfriedman
And you want SEO
AND YOU
WANT SEO
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8 @aaronfriedman
And you want SEO
AND YOU
WANT FACBOOK
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9 @aaronfriedman
And you want SEO
AND YOU
WANT TWITTER
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10 @aaronfriedman
And you want SEO
AND YOU
WANT ALL THE THINGS
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11 @aaronfriedman
WHY?
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12 @aaronfriedman
Bing On Google????
Is it to show up higher than the competition?
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13 @aaronfriedman
To “Increase Followers” or “Engage in Conversations With Customers”?
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14 @aaronfriedman
These Are Not Good Reasons
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15 @aaronfriedman
WHY DO YOU NEED SEO?
WHY DO YOU NEED SOCIAL?
http://www.funelf.net/photos/I-found-it!.jpg
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16 @aaronfriedman
Are You Prepared For This?
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17 @aaronfriedman
How About All This?
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18 @aaronfriedman
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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19 @aaronfriedman
This Is Your Companies Org Chart
And You Think You Are In Charge
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20 @aaronfriedman
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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21 @aaronfriedman
They downright ignore
EVERYTHING I say…
It Totally Sucks!
NOBODY LISTENS!
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22 @aaronfriedman
THIS IS HOW I FEEL
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23 @aaronfriedman
“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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24 @aaronfriedman
“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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25 @aaronfriedman
“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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26 @aaronfriedman
“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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27 @aaronfriedman
I GIVE UP!
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28 @aaronfriedman
Business owners need to
realize that this is not
magic
NOT SO FAST!
SEO Can Rule The Organization
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29 @aaronfriedman
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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30 @aaronfriedman
SEOs, SOMETIMES…
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31 @aaronfriedman
… NEED TO SHAKE THINGS UP
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32 @aaronfriedman
SEO’s are in a
great position
to change
organizations
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33 @aaronfriedman
WHY DO YOU NEED SEO?
WHY DO YOU NEED SOCIAL?
YOU DON’T!
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34 @aaronfriedman
WHAT YOU NEED IS To…
Build Another Lead Generation Channel
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35 @aaronfriedman
WHAT YOU NEED IS To…
Increase Brand Awareness & Reputation
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36 @aaronfriedman
Strengthen Specific Marketing Campaigns
WHAT YOU NEED IS To…
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37 @aaronfriedman
YOU ALSO
NEED
TO…
Shorten Your Sales Cycle
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38 @aaronfriedman
Increase Overall Customer Satisfaction
YOU ALSO
NEED
TO…
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39 @aaronfriedman
Which CAN Be SEO & Social
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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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41 @aaronfriedman
The Same Stuff Doesn’t Work
Search Engines Have Evolved
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42 @aaronfriedman
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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43 @aaronfriedman
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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44 @aaronfriedman
NEW SCHOOL SEO
• Personalized
• Image
• Rich Snippets
• News
• Video
• Shopping
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45 @aaronfriedman
Engines are creating something separate from their text index that
consists of entities and attributes…
Future School SEO
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46 @aaronfriedman
Frictionless Sharing Verbs Action Attribution
https://developers.google.com/+/api/latest/activities
http://ogp.me/
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47 @aaronfriedman
THESE ARE ALL ENTITIES
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48 @aaronfriedman
Wait, That’s A Lot of Stuff
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49 @aaronfriedman
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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50 @aaronfriedman
Start To Win Them Over One By One
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51 @aaronfriedman
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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52 @aaronfriedman
How About Coffee? Image Source: http://www.adderworld.com/blog1/wp-content/uploads/2012/04/CoffHap.jpg
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53 @aaronfriedman
What is impending this from working?
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54 @aaronfriedman
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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55 @aaronfriedman
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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56 @aaronfriedman
And you want SEO
So Business Owner,
You Want
All Those Things?
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57 @aaronfriedman
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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58 @aaronfriedman
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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59 @aaronfriedman
And you want SEO
Because The Return
Is Well Worth It
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60 @aaronfriedman
Aaron Friedman SEO Manager at
www.digitalhighrise.com
@aaronfriedman
+
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61 @aaronfriedman
Thanks!