SEO Now: Inspiring People Through Moments That Build Brands
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The document discusses the importance of focusing on the "why" in SEO and marketing. It explains that every organization knows what they do through their products and services, and some know how they do it. But the most important thing is the "why" - the purpose, cause, or belief behind why the organization exists. When all three - what, how, and why - are balanced, others will clearly understand who you are and what you stand for. The document advocates pitching the "why" of SEO and focusing on customer moments to build brands through experiences over time. It provides examples of focusing content on people rather than search engines and using a team approach to deliver content, technical optimization, links, and other efforts to
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SEO Now: Inspiring People Through Moments That Build Brands
- 2. We’ve Had A Think
- 3. How? Why? What? Start with Why: Simon Sinek
- 4. How? Why? What? What Every organization knows what is does. It’s the products and services they sell. How Some organizations know how they do what they do. The things that make them special and set them apart. Why It’s a purpose, cause or belief. The reason your organization exists. When all three pieces are in balance, others will say, with absolute clarity and certainty, “We know who you are,” “We know what you stand for.”
- 6. I Believe
- 7. How? Why? What? 2011, 2012, 2013 Rankings, Traffic, Revenue Technical, Content & Links ?
- 8. Why? The Why Of SEO Now.
- 13. SEO is no longer about optimizing for the search engines, but for people.” Dennis Goedegebuure Head of Global SEO, Airbnb “
- 14. Why? SEO Now
- 17. Pitch the WHY of SEO In those moments our customers are searching for things we know lots about. We should be there with the best and most relevant answers.” Your Name “
- 18. Moments Build Brands A Brand is not a product or a promise or a feeling. It's the sum of all the experiences you have with a company.” Amir Kassaei “
- 19. Brand Equity Is Very Valuable
- 20. And There’s More Revenue Market % Brand
- 23. Publish Content For People Content For Organic Search Visibility Create optimal amount of content that is the best result for the customer query Create a constant stream of content that our audience loves to read and share Increase Intersection Size Content To Be Shared Measure + Optimize
- 24. Publish Amazing Content Most Amazing Content On Web OK MVC Pathetic QualityofContent Links, Shares, Search Visibility, Word-of-Mouth… Received Harmful Zero Low Massive
- 25. People Influential In Google People Influential In Twitter Identify & Create Ongoing One-to-One Relationships With Influencers Identify + Nurture Promote Content To People Influential Customers
- 26. Information Architecture Query / Page Relevance Page Speed Design & UX Desktop / Mobile / Tablet Issue Management Query / Page Relevance Int. & Ext. Link Strategy Schema International Measure + Optimize On Websites Optimized For People
- 27. Content Manager Technical Optimizer SEO Strategist Link Manager Data / Insight Analyst Campaign Planning Team Web Development Usability Team Content Writers Paid Search Team PR Team Display Media Team Social Team eCRM Social Team eCRM Delivered By A Team Of People
- 28. All Aiming For The Same Goals
- 30. KPI’s For People
- 31. Do You Believe?
Notas do Editor
- This is a 20 minute presentation designed to inspire CEO’s, CMO’s and SEO’s.Hope you like it.Matt RobertsChief Strategy OfficerLinkdexWebsite: www.linkdex.comTwitter: @matthewroberts and @linkdex
- Every single organization on the planet, even our own careers, always function on three levels. What we do, How we do it and Why we do it. When all those pieces are aligned, it gives us a filter through which to make decisions. It provides a foundation for innovation. When all three pieces are in balance, others will say, with absolute clarity and certainty, “We know who you are,” “We know what you stand for.”Whether they realize it or not, all great and inspiring leaders and organizations think, act and communicate just like each other…and it’s the complete opposite from everyone else.
- Every single organization on the planet, even our own careers, always function on three levels. What we do, How we do it and Why we do it. When all those pieces are aligned, it gives us a filter through which to make decisions. It provides a foundation for innovation. When all three pieces are in balance, others will say, with absolute clarity and certainty, “We know who you are,” “We know what you stand for.”Whether they realize it or not, all great and inspiring leaders and organizations think, act and communicate just like each other…and it’s the complete opposite from everyone else.
- You can only inspire people by talking about the WHY first.
- Our industry has been on an amazing transformationI think where it is today is amazing and I’d like to tell you about why
- If our profession wanted to start with why, what would it be?
- When you want to know something, where do we all go?
- All the way through the purchase funnel.More than any other channel.
- And which media channels do we trust?
- Yep. You’ve got it. Organic Search.
- The brands that are disrupting markets and winning know this.
- The Why of SEO is about people.
- As an industry we’re marketing to ensure we’re there in those moments.
- We’re not selling rankings. That’s the what we do.
- I’d like everyone to say this.The CEO’s, the CMO’s. The SEO’s.If we do and REALLY means it, the consequences will be transformational for your company.
- And your brand.SEO is the ultimate branding media as it creates the most experiences with customer all the way through the purchase funnel.If you’re doing it right that is.
- And we know that brand equity is worth.
- And being there in those moments and being brands has other desirable knock-on effects.
- So if that’s why, what is the HOW of SEO in 2014?
- We need to spend more time finding those moments.The moments that happen 24/7 – 365 days a year. The moments that happened for just a day or a week.The moments that fulfill and utility. The moments that inspire you.
- When you know the moments you can plan your content.
- And not any old content.Not content with the right word in the title, heading and first paragraph and link. In bold and highlighted.What about making the best content on the web for a person that wants to know about that topic you know a lot about.
- And when you’ve got the best content, promoting it is not so hard.But this time let’s not send thousands of email to people we don’t know. Let’s talk to people we know and want to know better.They’ll be connected to people just like them. If they love it. Perhaps their network of friends and family will love it to.
- Let’s also publish our content on website for people.Website that care as much about the experience of the searcher as the technical reality of ensuring the opportunity to have the experience found has been created.
- And because all of that is transformation to businesses, requires a diverse set of skills and can be difficult. Let’s not do it in a silo. Let’s do it in a team.A team that reduce the risk of failure and amplify our successes.
- A team connected and rewarded by the same goals you are.
- Then when it comes to talking about the WHAT of SEO it’s straightforward.
- We’ll be proud to deliver the right KPI’s to the right people and say “This is what the team have achieved. Together.”