SMX East 2014 session description: Links. Structured data. Authorship. Social sharing. Quality content. There are thousands of “signals” that the search engines take in, then weigh up. What is most important and demands your attention? Attend this session and learn what you should be focusing on to drive long-term results, rather than chasing down blind alleys or seeking short-term gains. Moderator: Danny Sullivan, Founding Editor, Search Engine Land (@dannysullivan) Speakers: Rhea Drysdale, CEO, Outspoken Media (@Rhea) Laura Ann Mitchell, Digital Marketing Strategist, Intel (@intel) Mark Munroe, Director SEO, Trulia Ken Shults, Managing Director Global Consulting, Global Strategies, An Ogilvy Company

1. Hi!
@Rhea | #SMX #31A
Long-Term
SEO Success:
How to Win For
Years, Not Days
Rhea Drysdale
CEO, Outspoken Media
SMX East 2014

2. @Rhea | #SMX #31A
aka
How to Focus on Sh*t
That Matters

3. The secret to long-term
SEO success is:

4. incremental (adj): !
increasing gradually by !
regular degrees or additions
@Rhea | #SMX #31A

5. @Rhea | #SMX #31A
positive (n): !
a good, affirmative, or
constructive quality or
attribute

6. @Rhea | #SMX #31A
results (n): !
a consequence, effect, or
outcome of something

8. The thing is, it’s easy to get
caught up in the day-to-day
and algorithm chasing.

9. @Rhea | #SMX #31A

10. Google made 890 “improvements” last year.
@Rhea | #SMX #31A

11. It’s easier not to invest too
much in the future when
most of us won’t be employed
by our company in 2-3 years.

12. As of January 2014, !
men and women ages 25-34
spent 3 years with their
current employer.!
-Bureau of Labor & Statistics

13. How can we possibly
contribute to long-term
SEO success?

14. “Put first things first.”

15. URGENT
NOT URGENT
Deadlines
Focus
Interrup2ons
Waste
of
2me
NOT IMPORTANT
IMPORTANT

16. URGENT
Deadlines
NOT URGENT
Focus
Interrup2ons
Waste
of
2me
NOT IMPORTANT
IMPORTANT

17. Deadlines
Focus
Interrup2ons
Waste
of
2me
URGENT
NOT URGENT
NOT IMPORTANT
IMPORTANT

18. Deadlines
Focus
Interrup2ons
Waste
of
2me
URGENT
NOT URGENT
NOT IMPORTANT
IMPORTANT

19. URGENT
Deadlines
NOT URGENT
Focus
Interrup2ons
Waste
of
2me
NOT IMPORTANT
IMPORTANT

20. FOCUS

21. What this looks like in action:
@Rhea | #SMX #31A

22. We’re bored of short-term,
tactical thinking.
@Rhea | #SMX #31A

23. Press releases

24. Infographics

25. Guest posts

26. @Rhea | #SMX #31A
We contribute to
long-term SEO success
through a number of
contributing factors, like:

28. You will not lose if you
invest in all of these areas.

29. Let’s talk about a few.
@Rhea | #SMX #31A

31. TEAM

32. Focus on: RAD
Retention
Acquisition
Development
@Rhea | #SMX #31A
The cost to replace an employee is
roughly 1/5th their total salary.
-Center for American Progress

33. EDUCATION

34. Why do SEO’s fear education?
@Rhea | #SMX #31A

35. Competition?

36. Turnover?

37. 46% !
of young adults said they
lacked the education or
training necessary to get
ahead in their jobs or careers!
-UNC Kenan-Flagler School of Business

38. 78% !
of workers consider the
“ability to learn & grow”
essential to their ideal job or
very important!
-Net Impact Talent Report What Workers Want in 2012

39. Are you a talent producer
or consumer?
@Rhea | #SMX #31A

40. Invest in intellectual capital & industry leadership
@Rhea | #SMX #31A

41. Focus on: ALL THE THINGS!
Mentoring
Coaching
Videos / tutorials
Webinars
Lunch & learns
Guides
Best practices
Trusted advisors
Peer groups
@Rhea | #SMX #31A
Conferences
Certifications
Collaboration
tools
Weekly statuses
Stand-up
meetings
Cross-functional
teams
Apprenticeship

42. Focus on: knowledge sharing
@Rhea | #SMX #31A

43. TECHNOLOGY

44. Focus on: technical considerations
- Technical debt
- Switch costs
- Management
- Documentation
- Integrations
- Reliability
- Accuracy
@Rhea | #SMX #31A

45. COMMUNICATION

46. Focus on:
Where you receive trusted information
How you apply that information
How you communicate strategy to
internal and external teams
How you hold everyone accountable

47. What I hope for each of us in
2015 and beyond…
@Rhea | #SMX #31A

48. …diverse growth strategies
and marketing campaigns
that result in financial, brand,
team, and technological gain.

49. Need help?
http://outspokenmedia.com/
rhea@outspokenmedia.com
(518) 326-5500