out of the box - jeremiah andrick
TRANSCRIPT
jere
mia
hand
rick
out of the out of the boxbox
out of the box
We’ll Explore:Chapter 1 | Who are these SEOs?
What’s the role of SEO in future marketing organizations?Chapter 2 | Playing the role of insurgent.
Battlefield tactics to enhance productivity and innovation.
Chapter 3 | Use your superpowers.You’re not good enough alone.
Jeremiah who?
• College Dropout• Agency superstar by 19• Failed Agency superstar by 22• Designed Fedex & Subway Brand Asset Management
System at 23• Managed Search at MSDN and TechNet at 25• Completed college degree at 27• Webmaster tools guy at Bing • Customer Acquisition at Logitech at 30
Chapter 1:Chapter 1:Who are Who are these these SEOs?SEOs?
12%
8 months
32%
Today’s SEO….
• Marketer• Library Scientist• Information Architect• Consumer Researcher• Digital Strategist• Nomenclature expert• Trend analyst• Team builder• CSS ninja• Systems Administrator• CMO• Sales guy
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Today’s SEO….
• Marketer• Library Scientist• Information Architect• Consumer Researcher• Digital Strategist• Nomenclature expert• Trend analyst• Team builder• CSS ninja• Systems Administrator• CMO• Sales guy
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CUSTOMER CUSTOMER ACQUISITION ACQUISITION BEGINS WHEN BEGINS WHEN SPECIALIZATIOSPECIALIZATION ENDSN ENDS
Modern customer acquisition is not about "search" or "not
search" it is about understanding the operational
environment. Search is a competency necessary for success.
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The time to take counsel of your fears is before you make an important battle decision. That's the time to
listen to every fear you can imagine! When you have collected all the facts
and fears and made your decision, turn off all your fears and go ahead!
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OK? So what is the box
and how do we get out of it.
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The 4 Big Keys to SEO
Keywords- Speak the customers language.
Content – You earn the right to speak to your customers
Links – Links are the coin of the realm
Site structure – This is the foundation that everything is built on
Chapter 2:Chapter 2:Play the Play the role of the role of the insurgentinsurgent
The insurgent
• Looks for weaknesses and exploits them• Builds credibility by winning hearts and
minds• Doesn’t loose sleep because they can’t
win head on• IMPACT• IMPACT• IMPACT
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introducing the OODA loop
The work of John Boyd can help us to think about the practice and discipline of search engine optimization.
- Military tactic- Led to blitzkrieg- Focuses on unconventional tactics- Tests outcomes in real time
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complexity
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contradiction
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ambiguity22
diversity23
OODA
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Chapter 3:Chapter 3:Use your Use your super super powerpower
ATTENTION DEFICIT DISORDER
My superpower…
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10Superpower
s27
1. You are a revenue
generator not a cost center
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2. You never launch you just
iterate29
3. No really, You never launch
you just iterate30
4. You create great content experiences
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5. The customer is a part of your
marketing output
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6. You experiment but
never fail.
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7. Your goals have metrics, metrics have
goals34
8. They integrate…
PR, MarCom, HR, Web dev, Sales, Product Development
are the new SEO team.
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9. Intelligent about what to keep in-
house and what to outsource
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10. Fearless in dealing with ambiguity
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The 4 Big Keys to SEO
Keywords- Speak the customers language.
Content – You earn the right to speak to your customers
Links – Links are the coin of the realm
Site structure – This is the foundation that everything is built on
The Out of the Box Keys to SEO:
Your Site- Everything comes back to this.
Social – You make your customers feel like they are the only ones in the room.
PR is the new link builder – PR done right is a huge source of links and relationship management
Decision loops – Testing culture is not enough, you have to know where to lay your cards
My dirty tricks for your eyes only
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