build an seo campaign that outsmarts, outperforms and outlasts google
DESCRIPTION
Learn what it takes to build a web marketing campaign that survives every search engine algorithm change from the past, present and the future. SEO can no longer survive without building the entire web presence. This presentation teaches you how to build an extraordinary web presence that will outlast Google!TRANSCRIPT
@StoneyDStoney G deGeyter
@polepositionmkg
HOW TO BUILD AN SEO CAMPAIGN THAT OUTSMARTS, OUTPERFORMS, AND
OUTLASTSGOOGLE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
• @StoneyD• +StoneydeGeyter• linkedin.com/in/stoneygd
Web PresenceOptimization
Stoney deGeyter
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arketingChecklist.comPolePositionMarketing.com
@StoneyDStoney G deGeyter
@polepositionmkg
THE CHALLENGES OF BUILDING A WEB PRESENCE
“Every two days, we create as much information as we did since the dawn of time to 2003.”--Eric Schmidt, TechCrunch, Aug. 2010
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
The Web is a busy placeTHE CHALLENGES OF BUILDING A WEB PRESENCE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Web users lack focusTHE CHALLENGES OF BUILDING A WEB PRESENCE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
… and are highly distractible
Squirrel
THE CHALLENGES OF BUILDING A WEB PRESENCE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Everyone is fighting for attentionTHE CHALLENGES OF BUILDING A WEB PRESENCE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Google is just looking for the winnersTHE CHALLENGES OF BUILDING A WEB PRESENCE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
You need more than an ordinary website
THE CHALLENGES OF BUILDING A WEB PRESENCE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Create an extraordinary website presence
THE CHALLENGES OF BUILDING A WEB PRESENCE
@StoneyDStoney G deGeyter
@polepositionmkg
HOW TO BE EXTRAORDINARY
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
$$$
If this was Google’s algorithm in 1998
HOW TO BE EXTRAORDINARY
Keywords & Links
Site Architecture
Social Media & Content
Uniqueness & Value
Usability & Conversions
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
This is Google’s algorithm in 2014HOW TO BE EXTRAORDINARY
$$$
$$$
$$$
$$ $
Keywords & Links
Site Architecture
Social Media & Content
Uniqueness & Value
Usability & Conversions
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Being extraordinary does not mean…
Finding loopholes in the search algorithms
HOW TO BE EXTRAORDINARY
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Being extraordinary means…
Creating a web presence that people love!
HOW TO BE EXTRAORDINARY
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Provide something visitors can’t get anywhere else
HOW TO BE EXTRAORDINARY
@StoneyDStoney G deGeyter
@polepositionmkg
BE UNIQUE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Don’t try to be all things to all people
BE UNIQUE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Don’t try to be all things to all people
BE UNIQUE
But Pontiac wanted a bigger audience…
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Don’t try to be all things to all people
BE UNIQUE
Where is Pontiac today?
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Find a problem and solve itBE UNIQUE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Find a problem and solve itBE UNIQUE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Find a want and deliver itBE UNIQUE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
1/3 Regular 1/3 Spicy 1/3 Chunky
Find a void and fill itBE UNIQUE
vs
What do people want?
@StoneyDStoney G deGeyter
@polepositionmkg
FIND YOUR VOICE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Humorous Whimsical Serious Snarky
Down to earth Thoughtful Brutally honest Flowery
What is yours?FIND YOUR VOICE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
How would you rewrite this content…
We offer a wide selection of long-lasting batteries designed to deliver enough power to start any vehicle in any weather condition. We sell durable batteries you can trust.
Humorous
Serious
Whimsical
Snarky
Flowery
Thoughtful
Brutally honest
Down to earth
FIND YOUR VOICE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Humorous
Our car batteries are durable, long-lasting and deliver enough power to start any vehicle in the harshest winter environment. Your escape from the in-law's is guaranteed every season of year.
FIND YOUR VOICE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Whimsical
You want a durable, long-lasting battery? Yeah, we got that. There is no natural force in the world that'll keep our batteries from doing their job. When you need power, we deliver.
FIND YOUR VOICE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Serious
Our car batteries are durable, long-lasting and deliver enough power to start any vehicle in the harshest winter environment. You're guaranteed to get power to your vehicle when you need it most.
FIND YOUR VOICE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Snarky
When headed to the in-law's you want to be equipped with one of the most powerful car batteries money can buy. Come hell or high water, you're getting out of there alive!
FIND YOUR VOICE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Down to earth
We don’t compete on price, we compete on quality. Our batteries deliver the juice to start any vehicle even in the harshest winter environment. Can you really put a price on that kind of reliability?
FIND YOUR VOICE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Thoughtful
Let's face it, batteries fail at the worst possible time, in the worst possible place. We've built reliability into all our car batteries so they deliver the power you need when you need it most to get you where you want to be.
FIND YOUR VOICE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Brutally honest
Your boss is a jerk, your wife a nag and your friends are idiots. You need an escape. Where you go is up to you, how you get there is up to us. Our car batteries will start any vehicle any time any where. We're ready to go when you are.
FIND YOUR VOICE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Flowery
Our car batteries are designed to withstand whatever forces of nature that heaven above (or you know who below) can throw at it. When you turn that key, you're vehicle will roar to life without so much as a cough or sputter.
FIND YOUR VOICE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
How we do itFIND YOUR VOICE
@StoneyDStoney G deGeyter
@polepositionmkg
CREATE A COMPELLING EXPERIENCE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Spectacular on-site experience (usability)
CREATE A COMPELLING EXPERIENCE
This
NotThis
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Intuitive navigationCREATE A COMPELLING EXPERIENCE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Intuitive navigationCREATE A COMPELLING EXPERIENCE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Easy to achieve goalsCREATE A COMPELLING EXPERIENCE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Clear path to conversionsCREATE A COMPELLING EXPERIENCE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Don’t make visitors hunt for information
CREATE A COMPELLING EXPERIENCE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Find ways to delight your visitorsUnlimited customer support
Hassle-free returns
Proprietary products
Free shipping
More experts available
CREATE A COMPELLING EXPERIENCE
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Build trust through excellenceCREATE A COMPELLING EXPERIENCE
Return calls and emails
Secure information
Be open & honest
Customersfirst
Exceed expectations
@StoneyDStoney G deGeyter
@polepositionmkg
PUBLISH VALUABLE CONTENT
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Expert knowledgePUBLISH VALUABLE CONTENT
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
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HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Product information & specsPUBLISH VALUABLE CONTENT
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
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@StoneyDStoney G deGeyter
@polepositionmkg
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Gives Google what it’s looking forWHY EXTRAORDINARY WEBSITES WIN EVERY TIME
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
And earns top search engine rankings
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
But more importantly…WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Brings in targeted trafficWHY EXTRAORDINARY WEBSITES WIN EVERY TIME
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Improves conversion ratesWHY EXTRAORDINARY WEBSITES WIN EVERY TIME
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Increases ROIWHY EXTRAORDINARY WEBSITES WIN EVERY TIME
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Gains word of mouthWHY EXTRAORDINARY WEBSITES WIN EVERY TIME
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Establishes customer loyaltyWHY EXTRAORDINARY WEBSITES WIN EVERY TIME
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Generates repeat customersWHY EXTRAORDINARY WEBSITES WIN EVERY TIME
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
If this is how to get rankings todaySOCIAL MEDIA CHANGED SEO FOREVER
$$$
$$$
$$$
$$ $
Keywords & Links
Site Architecture
Social Media & Content
Uniqueness & Value
Usability & Conversions
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
Focus on the algorithms of tomorrowSOCIAL MEDIA CHANGED SEO FOREVER
$$$
$$$
$$$
$$$
$$$
Keywords & Links
Site Architecture
Social Media & Content
Uniqueness & Value
Usability & Conversions
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
And outsmart, outperform, and outlast Google
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
HOW TO OUTSMART, OUTPERFORM, AND OUTLAST GOOGLE @StoneyD #BestDamnBook #DFWSEM
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