You're already SEOing and you don't even know it.
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Transcript of You're already SEOing and you don't even know it.
Matt Lacuesta
You’re already SEOing and you don’t even know it
#DSDEN16 | @mattlacuesta | @burnsmarketing
@mattlacuesta
#DSDEN16 | @mattlacuesta | @burnsmarketing
@burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16
#DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
Times they are a-changin’
#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
No more
#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
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Ugly baby#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
Be nice#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
Sales
#DSDEN16 | @mattlacuesta | @burnsmarketing
What you’re already doingSales
+ Identifying common objections+ Understanding the audience
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherSales
+ Share content_ FAQs_ Answers to common objections_ Collateral that resonates_ Sales perspective to develop personas
#DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherSales
+ Private social communities
IT-specific community that can be used to determine hot topics and build personas. Also has paid opportunities.
#DSDEN16 | @mattlacuesta | @burnsmarketing
Customer service
#DSDEN16 | @mattlacuesta | @burnsmarketing
What you’re already doingCustomer service
+ Understanding pain points for clients+ Improving products or service
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherCustomer service
+ Share content_ FAQs_ Common issues_ Content that helps manage expectations
#DSDEN16 | @mattlacuesta | @burnsmarketing
User experience
#DSDEN16 | @mattlacuesta | @burnsmarketing
What you’re already doingUX
+ Creating intuitive user flow+ Developing conversion-driven user paths+ Testing+ Increasing on-site engagement
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherUX
_ Mobile usability_ Design as a ranking factor_ https://testmysite.thinkwithgoogle.com/
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherUX
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherUX
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherUX
_ In-depth details• https://www.google.com/webmasters/tools/mobile-friendly
#DSDEN16 | @mattlacuesta | @burnsmarketing
Public relations
#DSDEN16 | @mattlacuesta | @burnsmarketing
What you’re already doingPR
+ The original link builders+ Relationship building+ Brand recognition+ Reputation management
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherPR
+ Leverage_ Events_ Partnerships_ Volunteerism_ Sponsorships
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherPR
+ Use Open Site Explorer to:_ See who is linking to your competition _ Identify opportunities_ https://moz.com/researchtools/ose/
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherPR
When you find relevant articles, don’t just focus on the site. Read the author profile, read their other work, and connect via LinkedIn.
#DSDEN16 | @mattlacuesta | @burnsmarketing
Social
#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
What you’re already doingSocial
+ Building community+ Sharing content+ Understanding the audience+ Increasing visibility through Search Engine Result Page (SERP)
real estate
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherSocial
+ Indirect ranking factors+ Social search
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherSocial
Provides lists of influencers in specific industries, verticals, and niches to help with outreach.
#DSDEN16 | @mattlacuesta | @burnsmarketing
Paid search
#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
What you’re already doingPaid search
+ Improving visibility in SERPs+ Sharing keyword insights+ Judging quality of content+ Testing content and conversions
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherPaid search
+ Match keywords to search behavior and user intent+ Review analytics: User flow data
_ Are you providing the right experience?
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherPaid search
+ Additional keyword tools_ https://ubersuggest.io _ http://keywordtool.io_ https://www.wordtracker.com/
#DSDEN16 | @mattlacuesta | @burnsmarketing
Branding#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
What you’re already doingBranding
+ Developing the brand voice_ The experience your audience has with you_ Putting your best foot forward_ Consistent messaging
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherBranding
Type “related:website.com” into Google’s search bar for a domain or page, and the engine will return pages it perceives as similar.
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherBranding
+ Semantic search+ Answers to questions
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherBranding
+ Answer this:_ How can you help me?
+ Not this:_ What do you do?
#DSDEN16 | @mattlacuesta | @burnsmarketing
Content
#DSDEN16 | @mattlacuesta | @burnsmarketing
What you’re already doingContent
+ Keyword research+ Content gap analysis+ Rich content for users, not just search engines+ Developing the most valuable asset
#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherContent
Shows you content that has performed well around a particular keyword.
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherContent
+ Use Open Site Explorer to:_ Determine types of content
or themes that generate links from other sites.
_ https://moz.com/researchtools/ose/
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherContent
+ Industry trends+ Tools
_ https://www.thinkwithgoogle.com/
#DSDEN16 | @mattlacuesta | @burnsmarketing
Reporting
#DSDEN16 | @mattlacuesta | @burnsmarketing
What you’re already doingReporting
+ Tracking performance_ Vanity metrics_ KPIs_ Goals_ $$$
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherReporting
+ Cross-departmental reporting templates_ eCommerce directors_ Copywriters_ PR and development teams_ Customer service and merchandisers_ http://www.goinflow.com/keep-your-seo-job
#DSDEN16 | @mattlacuesta | @burnsmarketing
Take it furtherReporting
Makes reporting a breeze with more than100 integrations to create custom dashboards.
#DSDEN16 | @mattlacuesta | @burnsmarketing#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
Same goals
#DSDEN16 | @mattlacuesta | @burnsmarketing
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#DSDEN16 | @mattlacuesta | @burnsmarketing
Money in the bank
#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
Happy
#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
Helpful links
+ Ranking for #0 – Dr. Pete Meyers | Moz_ http://www.slideshare.net/crumplezone/seo-for-answers-ranking-0
+ Technical SEO Renaissance – Michael King | iPullRank_ http://bit.ly/tech-renaissance
+ How Google Works – Paul Haahr | Google_ https://www.youtube.com/watch?v=iJPu4vHETXw
#DSDEN16 | @mattlacuesta | @burnsmarketing
Next steps#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
Think about current client relationships and where you
can show more value.
#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
Look at current processes and look for opportunities for
SEO integration.
#DSDEN16 | @mattlacuesta | @burnsmarketing
Thank you
#DSDEN16 | @mattlacuesta | @burnsmarketing
BURNS MARKETING | Copyright 2016 | All Rights Reserved | 74
@burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
#DSDEN16 | @mattlacuesta | @burnsmarketing
Questions?#DSDEN16 | @mattlacuesta | @burnsmarketing