2. @aaronfriedman
I Am Aaron Friedman
Who Am I?
Director of SEO at Kahena Digital
Marketing
Connect @aaronfriedman
Blog: http://digitalhighrise.com
Made Aliyah:
May 22 2013 Yep, 5 days ago
24. @aaronfriedman
• “Our queue is 3 months long”
• “We have no bandwidth”
• “We are already doing SEO”
• “Sure thing” (blatantly
ignored)
IT Pushback
25. @aaronfriedman
• “We need legal review”
(2 months later)
• “We can’t say that”
• “We can say that, except
change all the words”
Legal Pushback
26. @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
27. @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
28. @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 and
helping your organization grow and
only looking out for themselves that
they interfere with the bottom line and
royally EFF things up </rant>
Expectations vs. Reality
57. @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
59. @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
60. @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
64. @aaronfriedman
Lets Create an Integrated Marketing Strategy
Together
Marketing
Creative
Copywriters
Developers
PR & 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
SEO
SEO
SEO
I have seen how long and how much internal politics can damage success. I want to share with you some tips based on my experience. But first, lets talk about you.
That’s right… there are a LOT of complications. Things are rapidly changing. It’s not enough to Just want to Be Found. We will get back to this. But how about this one…
Forget the engines, what about the team internally
Everyone is trying to push themselves ahead, at the expense of the organization…
Every time I send a reco to IT, I literally pray. 9 tiems out of 10, what I awntimplimented is completely ignored or not as expected.
Legal can be insane with their knit picking. I suppose I get it. Who wants to get wrapped into a lawsuit. Society has tried us to trust no one. It makes perfect sense.
They’ve probably fought a lot of the battles over wording and content. They get it. SEO isn’t just about data. There is an art form to it. You try keeping a title tag below 65 characters and still get the message across. But branding doesn’t care.
Some companies have too much content generated hence penguine and panda affecting … some can’t generate any. No chance they will ever rank
This Organization is a mess, I will never connect the pieces
B/c we get customer experience, we are in the data, and we follow the guiding principle from Google “optimize for the users”. We are user centric.We understand all these.And we understand that we need the other departments to make these work.
Who optimizes a page like this?No wonder you don’t have the organization on your side!I am not saying its not important. It is. But you are missing a crucial component.
This is where you take link building, and social and content creation ideas… and you fuse it all together.
To explain,We are now regularly having calls with clients PR and Social Media teams to organize our efforts to best be efficient and use each other's talents- We optimize the press release, they send it out.We work to create an infographic, the social team pushes it.Since our client is quite opinionated and often changes direction, it's best that we are all connected so we know what's going on with the campaign holistically.
if your Search and Online Ads teams or campaigns are not talking to one another, sharing data, running experiments, and leveraging each others successes – YOU’RE DOING IT WRONG!“if your social media campaign - be an infographic, a video, or an awesome exclusive piece of content or contest is being run and not coordinated via search so that when people look for it they find it in an engaging an easy way, or not harnessing our doing outreach to earn links to that content or page - you're doing it wrong
Win over the other departments
Designers: Work with designers to ensure that creative and usability are inline with user queries. Copywriters: To optimize content and recommend new, trending opportunitiesDevelopers: To optimize code - impacting architecture and interactive featuresPR and Media: Develop and implement SEO friendly press releases, social media, and other forms of outreach/linkingMarketing Strategy: Support messaging, especially in digital space