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SearchCon 2016 | Adding More Value to Your Relationships with Better SEO Integration with Matt Lacuesta

Matt lacuesta search con 2016 adding more value to your relationships with better seo integration

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SearchCon 2016 | Adding More Value to Your Relationships with Better SEO Integration with Matt Lacuesta

  1. 1. May 12 & 13, 2016 | Breckenridge, Colorado
  2. 2. STRENGTHENING RELATIONSHIPS WITH BETTER SEO INTEGRATION
  3. 3. The 4 things you need to know to ensure breakthrough content
  4. 4. INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS _ Be different. Really different.
  5. 5. INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS _ Be different. Really different. _ Make it simple, stupid.
  6. 6. INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS _ Be different. Really different. _ Make it simple, stupid. _ Cause happiness.
  7. 7. INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS _ Be different. Really different. _ Make it simple, stupid. _ Cause happiness. _ Shake shit up.
  8. 8. INCREASE EFFECTIVENESS OF YOUR DIGITAL EFFORTS _ Be different. Really different. _ Make it simple, stupid. _ Cause happiness. _ Shake shit up.
  9. 9. 55% of all consumers would pay more for a better customer experience -Defaqto Research
  10. 10. www.burnsmarketing.com/digital-standout-searchcon-2016
  11. 11. …the best relationships are the ones where you give them something, and then you start forming a relationship that then may benefit you somewhere along the line in the future. -Gary Vaynerchuk
  12. 12. COOL, SO HOW DO WE DO IT?
  13. 13. SEO TODAY _ Technical SEO
  14. 14. SEO TODAY _ Technical SEO _ Content Development
  15. 15. SEO TODAY _ Technical SEO _ Content Development _ User Experience Advocacy
  16. 16. SEO TODAY _ Technical SEO _ Content Development _ User Experience Advocacy _ Creative Marketing
  17. 17. SEO TODAY _ Technical SEO _ Content Development _ User Experience Advocacy _ Creative Marketing _ Social Awareness
  18. 18. SEO TODAY _ Technical SEO _ Content Development _ User Experience Advocacy _ Creative Marketing _ Social Awareness
  19. 19. NOT A COMPREHENSIVE LIST, BUT THESE ARE THINGS HAVE MADE FOLKS HAPPY.
  20. 20. SOCIAL Provide lists of influencers in specific industries and verticals and niches to help with outreach.
  21. 21. SOCIAL Show you content that has performed well around a particular keyword
  22. 22. SOCIAL Social signals are not direct ranking factors Indirect Ranking Factors
  23. 23. SOCIAL Indirect Ranking Factors
  24. 24. BRANDING Semantic Search Answer Questions
  25. 25. BRANDING Answer this: How can you help me? Not this: What do you do?
  26. 26. UX _ Unify the site's goals _ Architecture _ Global Navigation and internal linking _ How many clicks does it take? _ Time on site signals _ Will others want to link to it? _ User testing before and after site launch
  27. 27. UX Mobile Usability _ Design now a ranking factor https://www.google.com/webmasters/tools/mobile-friendly/
  28. 28. UX Deep linking in apps
  29. 29. SOCIAL Indirect Ranking Factors
  30. 30. CUSTOMER SERVICE FAQ _ What issues come up most often _ Learn to manage expectations in the future
  31. 31. SALES FAQ _ Identify common objections _ Which collateral resonates?
  32. 32. SALES Private social communities IT specific community that can be used to determine hot topics and build personas. Also has paid opportunities.
  33. 33. SOCIAL Indirect Ranking Factors
  34. 34. PR Original Link Builders
  35. 35. PR Leverage: Events Partnerships Volunteer Sponsorships
  36. 36. PR Competitive Backlink Analysis Whose linking to your competition? Identify opportunities.
  37. 37. PR When you find relevant articles, don’t just focus on the site. Read the author profile, read their other work and connect via LinkedIn.
  38. 38. SOCIAL // PR // CONTENT Type “related:website.com” into Google’s search bar for a domain or page and the engine will return pages it perceives as similar.
  39. 39. REPORTING http://www.goinflow.com/keep-your-seo-job/ Cross-Departmental Reporting Templates
  40. 40. REPORTING Makes reporting a breeze with over 100 integrations to create custom dashboards.
  41. 41. Think about current client relationships and where you can show more value
  42. 42. Look at current processes and look for opportunities for SEO integration
  43. 43. ’The best SEO’s will put themselves out of a job…’
  44. 44. …the best SEOs have done such a good job at educating other teams on SEO that, after a while, there doesn’t need to be someone advocating for the ‘right thing for SEO’ because that’s naturally been weaved into the fabric of every digital professional’s job. -Erin Everhart
  45. 45. thanks
  46. 46. @mattlacuesta mattl@burnsmarketing.c om

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