SES London 2012 - Jake Langwith - The Business of SEO
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Transcript of SES London 2012 - Jake Langwith - The Business of SEO
![Page 1: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/1.jpg)
Firebrand International
The Business of SEO
Tactics & Strategies Deployed by Headhunters
To Source Experienced Talent Within SEO
@jakelangwith
London | 20–24 Feb, 2012 | #seslondon
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About Me
• Jake Langwith
• International Headhunter
• SEO, Social Media, Web Analytics
• Firebrand Talent International
• @jakelangwith
• http://uk.linkedin.com/in/jakelangwith
• www.firebrandtalent.com
• +44 (0) 20 7299 0350
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 3: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/3.jpg)
Headhunting
• Not Just Executive Level Search & Selection • Hard To Find Skills – All Levels • Forget Job Adverts • Targeted Approach • It’s All In Our Networks • People Driven • Confidentiality
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
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Social Media Statistics
• Social Media Channels for Recruiting
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
0 20 40 60 80 100
Youtube
Linkedin Facebook Twitter Youtube Site % 87 55 47 12
Site %
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Linkedin Statistics
• 150 Million Users Worldwide • 31 Million Users in Europe • 8 Million Users in UK • 25 Million Users Asia Pacific • 2 Million Users Australia • 60 Million Users North America
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 6: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/6.jpg)
Linkedin Strategies
Overview • Best Platform for Sourcing People • Better Results Within Linkedin • Can Search Externally • Not Just A Glorified Job Board • Active Social Media Platform • User Profiles • Company Profiles • User Groups • Applications
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 7: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/7.jpg)
Linkedin Strategies
Basics • Your Network is Key • Build Network Continuously • Connect To Relevant People • Connect To Influential people • LION’s – Linkedin Open Networker • Size Does Not Matter (much) • Join Relevant groups • Free Account or Paid? • Select Talent if Going Premium • No Contract So Cancel After
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 8: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/8.jpg)
Linkedin Strategies
Network • Building A Network • Don’t Spam Invites • 5 Strike Rule – Restricted Account • People You Know • Ask First • Don’t Send Pitch Message With Invite • Message After
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
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Linkedin Strategies
Groups • Join Relevant Groups i.e. SEO Related • Limited To 50 Groups • Groups Influential Industry People Are In • Some Require Approval • Message Group Manager • Can Filter Groups • Results Based On Subscribers • Create Group
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 10: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/10.jpg)
Linkedin Strategies
Groups
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 11: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/11.jpg)
Linkedin Strategies
Searching • Search Within Your Network & Groups • Why Your Network So Important • 1st & 2nd Tier Full Details Shown • 3rd Tier Basic Details • Groups – Partial Visibility • Don’t Worry if Surname Not Shown
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 12: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/12.jpg)
Linkedin Strategies
Searching
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 13: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/13.jpg)
Linkedin Strategies
Searching • Advanced People Search
• Start With Broad Criteria • Exact Match Often Misleading Results • User Generated Content • Profiles Not Accurate As CV’s • Out of Date – Joined Years Ago • Not All Boxes Ticked
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 14: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/14.jpg)
Linkedin Strategies
Searching 1. Search Above The Line 2. Multiple Job Titles 3. Boolean Search – Use Capitals & Speech Marks 4. Use Current 5. Set Location Radius To Postcode 6. Run Search 7. Keywords To Filter
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
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Linkedin Strategies
Searching
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 16: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/16.jpg)
Linkedin Strategies
Searching 1. Select Relevance Drop Down – Use Keyword Match
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 17: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/17.jpg)
Linkedin Strategies
Searching 1. Use Filters 2. Company Filter Useful 3. Can Add Companies To List 4. Past Companies 5. School
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 18: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/18.jpg)
Linkedin Strategies
Searching 1. Save Profiles for Future Use 2. Paid Account – Profile Organizer 3. Can Add Notes To Profile on Linkedin 4. Create Folders 5. Free Account – Bookmark Page
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 19: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/19.jpg)
Linkedin Strategies
Searching
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 20: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/20.jpg)
Linkedin Strategies
Boolean 1. Linkedin Boolean Weak – Play Around 2. Capitals: AND OR NOT 3. “Speech Marks” Title: “account manager” OR “account director” NOT “account executive” NOT “account exec” NOT recruitment NOT recruiter
NOT headhunter NOT “head hunter” NOT freelance NOT ppc NOT paid
Keywords: seo OR search AND “link building” AND “social media”
Company: mindshare OR mec OR mediacom OR greenlight NOT omd NOT “omd uk” NOT “omd international”
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 21: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/21.jpg)
Linkedin Strategies
Boolean 1. Free Account / Small Network / Can’t See Surname? 2. Google 3. You’re an SEO Right? Site Search 4. Not As Accurate 5. Broad or Country Specific Site:linkedin.com Site:uk.linkedin.com Site:au.linkedin.com
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 22: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/22.jpg)
Linkedin Strategies
Boolean 1. Mixed Results? Jobs etc? 2. It’s All In The Boolean 3. Example Searches:
site:uk.linkedin.com inurl:in OR inurl:pub -inurl:dir -inurl:jobs "seo manager" "london, united kingdom“
site:uk.linkedin.com (inurl:in OR inurl:pub) -dir -jobs "seo manager" "london, united kingdom“
site:uk.linkedin.com (inurl:in | inurl:pub) -dir -jobs "seo manager" "london, united kingdom“
The last 2 search strings return slightly less public profiles on Linkedin
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 23: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/23.jpg)
Linkedin Strategies
Boolean
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 24: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/24.jpg)
Linkedin Strategies
Boolean 1. Can’t See Surname or Full Profile? 2. Cut & Paste Unique Text from profile site:linkedin.com "responsible for all UK properties within the Aol Network; in addition to the Huffington Post UK“
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 25: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/25.jpg)
Linkedin Strategies
Contacting 1. Paid Account’s Get Inmails 2. Unused Inmails Roll Over Monthly 3. Inmails Re-Credited After 7 Days If Not Read 4. You Don’t Really Get That Many 5. 1st Degree Contacts Free To Contact (Network) 6. Can Send Mass Mail To 1st Degree Contacts 7. Max of 50 At A Time
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
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Linkedin Strategies
Contacting 1. Contacts > Connections 2. Tick Up to 50 1st Degree Contacts 3. Click Send Message 4. REMEMBER TO UN-TICK FOLLOWING:
Allow recipients to see each other’s names and email addresses
Ticked By Default Type Message & Send
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 27: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/27.jpg)
Linkedin Strategies
Contacting
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 28: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/28.jpg)
Linkedin Strategies
Contacting
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 29: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/29.jpg)
Linkedin Strategies
Contacting 1. Free Messaging via Groups 2. See Groups You Share 3. Join Group Target Profile Is In 4. Click Groups > Your Groups 5. Go To Group 6. Click Members 7. Hover Cursor Over Target Member Name > Click Send Message 8. Free
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 30: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/30.jpg)
Linkedin Strategies
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 31: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/31.jpg)
Linkedin Strategies
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 32: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/32.jpg)
Linkedin Strategies
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
You can search for member to locate quickly
![Page 33: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/33.jpg)
Linkedin Strategies
Additional Tips 1. Check The Following: 2. Viewers of This Profile Also
Viewed 3. Company Searches 4. Multiple Linkedin Tabs Open 5. Avoid Data Overload
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 34: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/34.jpg)
Linkedin Strategies
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 35: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/35.jpg)
Linkedin Strategies
Making Contact 1. Old School – Pick Up The Phone 2. Personal Introduction 3. Message via Linkedin 4. Personal Blog (email or whois) 5. Personal Email on Profile? 6. Via Twitter – Mutual Follow So Can DM 7. On Facebook 8. Emphasise Confidentiality
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith
![Page 36: SES London 2012 - Jake Langwith - The Business of SEO](https://reader034.fdocuments.us/reader034/viewer/2022042700/55585491d8b42a993b8b4b78/html5/thumbnails/36.jpg)
Conclusion
1. Use Correct Boolean 2. Use Site Search 3. Can Message For Free 4. Don’t Spam 5. On Going Process
London | 20–24 Feb, 2012 | #seslondon
@jakelangwith