long-term seo success: how to win for years, not days
DESCRIPTION
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 CompanyTRANSCRIPT
@Rhea | #SMX #31A
Hi! Long-Term SEO Success: How to Win For Years, Not Days
Rhea Drysdale CEO, Outspoken Media
SMX East 2014
@Rhea | #SMX #31A
akaHow to Focus on Sh*t
That Matters
The secret to long-term SEO success is:
@Rhea | #SMX #31A
incremental (adj): �increasing gradually by �
regular degrees or additions
@Rhea | #SMX #31A
positive (n): �a good, affirmative, or constructive quality or
attribute
@Rhea | #SMX #31A
results (n): �a consequence, effect, or
outcome of something
The thing is, it’s easy to get caught up in the day-to-day
and algorithm chasing.
@Rhea | #SMX #31A
@Rhea | #SMX #31A
Google made 890 “improvements” last year.
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.
As of January 2014, �men and women ages 25-34
spent 3 years with their current employer.�
-Bureau of Labor & Statistics
How can we possibly contribute to long-term SEO success?
“Put first things first.”
Deadlines Focus
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Deadlines
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Deadlines Focus
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Waste of 2me
URGENT NOT URGENT
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Deadlines Focus
Interrup2ons
Waste of 2me
URGENT NOT URGENT
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Deadlines
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Interrup2ons Waste of 2me
URGENT NOT URGENT
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FOCUS
@Rhea | #SMX #31A
What this looks like in action:
@Rhea | #SMX #31A
We’re bored of short-term, tactical thinking.
Press releases
Infographics
Guest posts
@Rhea | #SMX #31A
We contribute to long-term SEO success
through a number of contributing factors, like:
You will not lose if you invest in all of these areas.
@Rhea | #SMX #31A
Let’s talk about a few.
TEAM
@Rhea | #SMX #31A
Focus on: RAD Retention Acquisition Development
The cost to replace an employee is roughly 1/5th their total salary.
-Center for American Progress
EDUCATION
@Rhea | #SMX #31A
Why do SEO’s fear education?
Competition?
Turnover?
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
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
@Rhea | #SMX #31A
Are you a talent producer or consumer?
@Rhea | #SMX #31A
Invest in intellectual capital & industry leadership
@Rhea | #SMX #31A
Focus on: ALL THE THINGS! Mentoring Coaching Videos / tutorials Webinars Lunch & learns Guides Best practices Trusted advisors Peer groups
Conferences Certifications Collaboration tools Weekly statuses
Stand-up meetings Cross-functional teams Apprenticeship
@Rhea | #SMX #31A
Focus on: knowledge sharing
TECHNOLOGY
@Rhea | #SMX #31A
Focus on: technical considerations
- Technical debt - Switch costs - Management - Documentation - Integrations - Reliability - Accuracy
COMMUNICATION
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
@Rhea | #SMX #31A
What I hope for each of us in 2015 and beyond…
…diverse growth strategies and marketing campaigns
that result in financial, brand, team, and technological gain.
Need help? http://outspokenmedia.com/ [email protected] (518) 326-5500