Talk by Jake Langwith at SES Conference & Expo in London, February 2012, on the Business of SEO

1. London | 20–24 Feb, 2012 | #seslondon
Firebrand International
The Business of SEO
Tactics & Strategies
Deployed by Headhunters
To Source Experienced Talent
Within SEO
@jakelangwith

2. London | 20–24 Feb, 2012 | #seslondon
About Me
• Jake Langwith
• International Headhunter
• SEO, Social Media, Web Analytics
• Firebrand Talent International
• jlangwith@firebrandtalent.com
• @jakelangwith
• http://uk.linkedin.com/in/jakelangwith
• www.firebrandtalent.com
• +44 (0) 20 7299 0350
@jakelangwith

3. London | 20–24 Feb, 2012 | #seslondon
Headhunting
• Not Just Executive Level Search & Selection
• Hard To Find Skills – All Levels
• Forget Job Adverts
• Targeted Approach
• It’s All In Our Networks
• People Driven
• Confidentiality
@jakelangwith

4. London | 20–24 Feb, 2012 | #seslondon
Social Media Statistics
• Social Media Channels for Recruiting
Site %
Youtube
Twitter
Facebook
Linkedin
0 20 40 60 80 100
Linkedin Facebook Twitter Youtube
Site % 87 55 47 12
@jakelangwith

5. London | 20–24 Feb, 2012 | #seslondon
Linkedin Statistics
• 150 Million Users Worldwide
• 31 Million Users in Europe
• 8 Million Users in UK
• 25 Million Users Asia Pacific
• 2 Million Users Australia
• 60 Million Users North America
@jakelangwith

6. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Overview
• Best Platform for Sourcing People
• Better Results Within Linkedin
• Can Search Externally
• Not Just A Glorified Job Board
• Active Social Media Platform
• User Profiles
• Company Profiles
• User Groups
• Applications
@jakelangwith

7. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Basics
• Your Network is Key
• Build Network Continuously
• Connect To Relevant People
• Connect To Influential people
• LION’s – Linkedin Open Networker
• Size Does Not Matter (much)
• Join Relevant groups
• Free Account or Paid?
• Select Talent if Going Premium
• No Contract So Cancel After
@jakelangwith

8. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Network
• Building A Network
• Don’t Spam Invites
• 5 Strike Rule – Restricted Account
• People You Know
• Ask First
• Don’t Send Pitch Message With Invite
• Message After
@jakelangwith

9. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Groups
• Join Relevant Groups i.e. SEO Related
• Limited To 50 Groups
• Groups Influential Industry People Are In
• Some Require Approval
• Message Group Manager
• Can Filter Groups
• Results Based On Subscribers
• Create Group
@jakelangwith

10. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Groups
@jakelangwith

11. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Searching
• Search Within Your Network & Groups
• Why Your Network So Important
• 1st & 2nd Tier Full Details Shown
• 3rd Tier Basic Details
• Groups – Partial Visibility
• Don’t Worry if Surname Not Shown
@jakelangwith

12. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Searching
@jakelangwith

13. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Searching
• Advanced People Search
• Start With Broad Criteria
• Exact Match Often Misleading Results
• User Generated Content
• Profiles Not Accurate As CV’s
• Out of Date – Joined Years Ago
• Not All Boxes Ticked
@jakelangwith

14. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Searching
1. Search Above The Line
2. Multiple Job Titles
3. Boolean Search – Use Capitals & Speech Marks
4. Use Current
5. Set Location Radius To Postcode
6. Run Search
7. Keywords To Filter
@jakelangwith

15. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Searching
@jakelangwith

16. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Searching
1. Select Relevance Drop Down – Use Keyword Match
@jakelangwith

17. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Searching
1. Use Filters
2. Company Filter Useful
3. Can Add Companies To List
4. Past Companies
5. School
@jakelangwith

18. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Searching
1. Save Profiles for Future Use
2. Paid Account – Profile Organizer
3. Can Add Notes To Profile on Linkedin
4. Create Folders
5. Free Account – Bookmark Page
@jakelangwith

19. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Searching
@jakelangwith

20. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Boolean
1. Linkedin Boolean Weak – Play Around
2. Capitals: AND OR NOT
3. “Speech Marks”
Title:
“account manager” OR “account director” NOT “account executive” NOT “account exec” NOT recruitment NOT recruiter
NOT headhunter NOT “head hunter” NOT freelance NOT ppc NOT paid
Keywords:
seo OR search AND “link building” AND “social media”
Company:
mindshare OR mec OR mediacom OR greenlight NOT omd NOT “omd uk” NOT “omd international”
@jakelangwith

21. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Boolean
1. Free Account / Small Network / Can’t See Surname?
2. Google
3. You’re an SEO Right? Site Search
4. Not As Accurate
5. Broad or Country Specific
Site:linkedin.com
Site:uk.linkedin.com
Site:au.linkedin.com
@jakelangwith

22. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Boolean
1. Mixed Results? Jobs etc?
2. It’s All In The Boolean
3. Example Searches:
site:uk.linkedin.com inurl:in OR inurl:pub -inurl:dir -inurl:jobs "seo manager" "london, united kingdom“
site:uk.linkedin.com (inurl:in OR inurl:pub) -dir -jobs "seo manager" "london, united kingdom“
site:uk.linkedin.com (inurl:in | inurl:pub) -dir -jobs "seo manager" "london, united kingdom“
The last 2 search strings return slightly less public profiles on Linkedin
@jakelangwith

23. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Boolean
@jakelangwith

24. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Boolean
1. Can’t See Surname or Full Profile?
2. Cut & Paste Unique Text from profile
site:linkedin.com "responsible for all UK properties within the Aol Network; in addition to the Huffington Post UK“
@jakelangwith

25. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Contacting
1. Paid Account’s Get Inmails
2. Unused Inmails Roll Over Monthly
3. Inmails Re-Credited After 7 Days If Not Read
4. You Don’t Really Get That Many
5. 1st Degree Contacts Free To Contact (Network)
6. Can Send Mass Mail To 1st Degree Contacts
7. Max of 50 At A Time
@jakelangwith

26. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Contacting
1. Contacts > Connections
2. Tick Up to 50 1st Degree Contacts
3. Click Send Message
4. REMEMBER TO UN-TICK FOLLOWING:
Allow recipients to see each other’s names and email addresses
Ticked By Default
Type Message & Send
@jakelangwith

27. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Contacting
@jakelangwith

28. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Contacting
@jakelangwith

29. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Contacting
1. Free Messaging via Groups
2. See Groups You Share
3. Join Group Target Profile Is In
4. Click Groups > Your Groups
5. Go To Group
6. Click Members
7. Hover Cursor Over Target Member Name > Click Send Message
8. Free
@jakelangwith

30. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
@jakelangwith

31. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
@jakelangwith

32. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
You can search for member to locate quickly
@jakelangwith

33. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Additional Tips
1. Check The Following:
2. Viewers of This Profile Also
Viewed
3. Company Searches
4. Multiple Linkedin Tabs Open
5. Avoid Data Overload
@jakelangwith

34. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
@jakelangwith

35. London | 20–24 Feb, 2012 | #seslondon
Linkedin Strategies
Making Contact
1. Old School – Pick Up The Phone
2. Personal Introduction
3. Message via Linkedin
4. Personal Blog (email or whois)
5. Personal Email on Profile?
6. Via Twitter – Mutual Follow So Can DM
7. On Facebook
8. Emphasise Confidentiality
@jakelangwith

36. London | 20–24 Feb, 2012 | #seslondon
Conclusion
1. Use Correct Boolean
2. Use Site Search
3. Can Message For Free
4. Don’t Spam
5. On Going Process
@jakelangwith