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@aaronfriedman
Multi-Channel Coordination Within Inbound Marketing
By: Aaron Friedman
Director of SEO at Kahena Digital Marketing
KahenaCon 2013
I AM IN ISRAEL……and talking about
@aaronfriedman
I Am Aaron FriedmanWho Am I?
Director of SEO at Kahena Digital Marketing
Connect @aaronfriedman
Blog: http://digitalhighrise.com
Made Aliyah: May 22
2013
@aaronfriedman
Traveled The Furthest To Get Here
@aaronfriedman
SRSLY was Insane-o
@aaronfriedman
@aaronfriedman
But Here We Are
@aaronfriedman
I have Done SEO For Some Big Companies
@aaronfriedman
You came today because,
You Have a Website…
@aaronfriedman
AND YOU
WANT SEO
@aaronfriedman
AND YOU
WANT FACBOOK
@aaronfriedman
AND YOU
WANT TWITTER
@aaronfriedman
AND YOU
WANT ALL THE THINGS
@aaronfriedman
WHY?
Really… I have no idea what is happening here??
@aaronfriedman
Bing On Google????
Is it to show up higher than the
competition?
@aaronfriedman
To “Increase Followers” or “Engage in Conversations” with Customers?
@aaronfriedmanThese are NOT Good Reasons
@aaronfriedman
Are You Prepared For This?
@aaronfriedman
How About All This?
@aaronfriedman
This is you
This is Google
@aaronfriedman
What About The Team???
Lets have a look at them…
@aaronfriedmanImage Source: http://www.fanlala.com/files/imagecache/photo/gallery/42263/team-jacob-vs-team-edward.jpg
@aaronfriedman
This Is The Company Org Chart
And You Think You Are In Charge
@aaronfriedman
They Ignore EVERYTHING … It Totally Sucks!
NOBODY LISTENS!
@aaronfriedman
• “Our queue is 3 months long”
• “We have no bandwidth”
• “We are already doing SEO”
• “Sure thing” (blatantly ignored)
IT Pushback
@aaronfriedman
• “We need legal review”
(2 months later)
• “We can’t say that”
• “We can say that, except change all the words”
Legal Pushback
@aaronfriedman
• “We make bicycle stabilization and traction surfaces, not tires”.
• “Sorry, that keyword doesn’t work with the messaging”
Branding Teams Pushback
http://stevesagjournal.com/wp-content/uploads/2011/02/brand_identity.jpg
@aaronfriedman
• “Too much content to keep track of”
• “Content is useless”
• “Not enough content being generated”
General Content Confusion
http://im.myincredible.com/wp-content/uploads/2011/03/1-content-is-king.jpg
@aaronfriedman
SEOs, SOMETIMES…
VS.
• Improve Revenue• Drive Relevant Traffic• Own the Internet
Things are so messed up within your organization and people are so not aligned doing what they are supposed to be doing which is driving success andhelping your organization grow andonly looking out for themselves that they interfere with the bottom line androyally EFF things up </rant>
Expectations vs. Reality
@aaronfriedman
I GIVE UP!
@aaronfriedman
NOT SO FAST!
Business owners need to realize that
this is not magic
Your Department Can’t Rule The Organization
Alone
@aaronfriedman
WHY DO YOU NEED SOCIAL?
WHY DO YOU NEED SEO?
@aaronfriedman
WHY DO YOU NEED SOCIAL?
YOU DON’T!
WHY DO YOU NEED SEO?
@aaronfriedman
WHAT
YOU
NEED
IS
To…
Build Another Lead Generation Channel
@aaronfriedman
Increase Brand Awareness & Reputation
WHAT
YOU
NEED
IS
To…
@aaronfriedman
Strengthen Specific Marketing Campaigns
WHAT
YOU
NEED
IS
To…
@aaronfriedman
YOU
ALSO
NEED
TO…
Shorten Your Sales Cycle
@aaronfriedman
Increase Overall Customer Satisfaction
YOU
ALSO
NEED
TO…
@aaronfriedman
Which CAN Be SEO & Social
@aaronfriedmanImage source: http://www.seomoz.org/blog/inbound-marketing-is-taking-off
But SHOULD Also Be
SEOs Are Just
Positioned Well
For This
@aaronfriedman
The Same Stuff Doesn’t Work
Search Engines Have Evolved
@aaronfriedman
OLD SCHOOL SEO
Image Source: http://cdn.seomoz.org/img/upload/mockup(2).png
• Keywords
• Alt Attributes
• H tags
• More Keywords
• Links
@aaronfriedman
WHAT USER IS
LOOKING FOR
WHAT THE
PAGE DELIVERS
This is Where
YOUWIN
This is Inbound
Idea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-beyond-whiteboard-friday
@aaronfriedman
REMEMBER OUR
FRIENDS IN IT
LEGALBRANDING
and CONTENT?
Image Source: http://www.lonniehuntermusic.com/wp-content/uploads/2012/04/woman-remembering1.jpg
How Do We Get There?
@aaronfriedman
How Do YouInterface With
Them?
@aaronfriedman
@aaronfriedman
Think Collaboration
*this happened for real about 2 days into the job while I was still
learning Trello
@aaronfriedman
Google Docs / sheets
• Fast iterations• Commenting system• For everyone to see
Transparency at its finest!
@aaronfriedman
And About Transparency
• Flexibly - Rigid
• Agile to impact Change
@aaronfriedman
Speaking of Agile
@aaronfriedman
Have You Ever Seen Anything Implemented Without Your
Knowledge That Affected Your Work?
@aaronfriedman
Cross Organization Collaboration
@aaronfriedman
They Email Now
@aaronfriedman
With One Caveat
Make Sure You Are Playing On The Same Team
@aaronfriedman
Start To Win Them Over One By One
@aaronfriedman
How Do You Make People Love You?
@aaronfriedman
How About Coffee?
Image Source: http://www.adderworld.com/blog1/wp-content/uploads/2012/04/CoffHap.jpg
@aaronfriedman
Connect with them.
Find Common Ground
Geek About Their things…
…Not just SEO
Image Source: http://selfexceed.com/wp-content/uploads/2012/07/Worry-free-268x300.jpg
@aaronfriedman
What’s impending this from working?
@aaronfriedman
Build SEO Into Your
Content Strategy
Let Me HELP You
Image Source: http://family.go.com/images/cms/parenting/man-girl-chore-photo-240x240-j-5295467.jpg
@aaronfriedman
Ask Them...
• How Do You Use The Web?
• What Keywords are important to you?
• What Areas Do You Need Help In?
• Where Do You See Competitors Beating You?
Image Source: http://loyolagreyhound.com/polopoly_fs/1.1771286.1289490016!/image/1708218709.jpg
@aaronfriedman
So you came today because,
You Have a Website…
@aaronfriedman
And,
You Want
All Those Things?
@aaronfriedman
You Want This???
Non Branded Search Lift after months of coordination after a
migration with IT, Social, etc.
@aaronfriedman
Lets Create an Integrated Marketing StrategyTogether
Marketing
Creative
Copywriters
DevelopersPR & Media Partnerships
Marketing Strategy
• Designers: Ensure that creative and usability are inline with user queries.
• Copywriters: Optimize content and recommend new, trending opportunities
• Developers: Optimize code. Inform Meta Data.
• PR and Media: SEO friendly press releases, social media, and other forms of outreach
• Marketing Strategy: Support messaging, especially in digital space
SEO
SEOSEO
SEO
@aaronfriedman
Because The Return
Is Well Worth It
@aaronfriedman
Aaron FriedmanDirector of SEO at
www.digitalhighrise.com
@aaronfriedman
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