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Real company stuff…It’s a struggle
             Wil Reynolds
               Associate
            SEER Interactive
           Seerinteractive.com
              @wilreynolds
Warning - Warning - Warning
@wilreynolds
Scale – Scale - Scale
@wilreynolds
Ya’ll talkin about “LINK Juice?” Not Revenue,
      Not Engagement, Not SOV, LINKS, Ya’ll talkin’ about Links, man?
@wilreynolds
Business existed before search engines
@wilreynolds
1986
@wilreynolds
How would you sell…
           Software

@wilreynolds
@wilreynolds
@wilreynolds
@wilreynolds
#RCS

@wilreynolds
Before this?
@wilreynolds
We’re better than that

@wilreynolds
Thinking…

@wilreynolds
Buy old
domains and        Buy text links                  Buy text
 301 them           in footers
                                     10,000     links in copy
                                    pinterest
     Cloaking Fake                        Reciprocal
                                    accounts
   Linkbait stumbles                DIGG    links
               3 way link         Network
               exchange      IMG Alt        White text
Private link                                 On White
 network                     stuffing       backround
@wilreynolds
@wilreynolds
@wilreynolds
True Story…

@wilreynolds
Mommy Bloggers
           for a construction
               company?
@wilreynolds
Yeah, it’ll get links

@wilreynolds
Get you laughed out of the VP’s office
@wilreynolds
OR

@wilreynolds
“Our company wants to
     inspire the next
       generation of
       engineers…”
@wilreynolds
@wilreynolds
Real      Co.   Sh*t

@wilreynolds
@wilreynolds
REALLY?

@wilreynolds
Protip: Find people copying
        your fashionistas images
             @alliebrown89

@wilreynolds
Tweet their post when they credit you
@wilreynolds
SEO’s w/ marketing plans?
@wilreynolds
Google’s favoring brands….
@wilreynolds
Finally rewarding brand activity
@wilreynolds
no followers
               no engagement
               no cust. service
                 no content
@wilreynolds
WINNER!
@wilreynolds
I can build a legit business on…this strategy??
@wilreynolds
This sounds like some hokey bullshit, but OK
@wilreynolds
Cutts          Mueller
               You            You




                     Penguin Slap!
@wilreynolds
Cleaning up low
                quality links?

@wilreynolds
@wilreynolds
Develop a clean up
            your crappy
           business tool
@wilreynolds
Still not getting it

@wilreynolds
Today’s SEO wants
            Clients who

@wilreynolds
Engage
@wilreynolds
Rabid Fans
@wilreynolds
Stand for something
@wilreynolds
Share their expertise
@wilreynolds
Share their data
@wilreynolds
Share their data
@wilreynolds
Share their data
@wilreynolds
@wilreynolds
Real company sh*t
               #RCS
               j.mp/PdH1dc
@wilreynolds
Building followers
 is the new link building

@wilreynolds
What writers, bloggers
   are following you?

@wilreynolds
Followerwonk

@wilreynolds
Writers




               55
@wilreynolds
No followers?
Do it to a competitor!
Client challenge
No new stuff for links
Image search for logo +
     sponsorship
   @adammelson
8 wil-reynolds-beyond-link-building-real-companies-do-real-things
[companyname] +
     event
8 wil-reynolds-beyond-link-building-real-companies-do-real-things
DON’T EVEN THINK ABOUT IT!
bit.ly/localmoz



@kanejamison
Company already
 has done #RCS
  w/ content?
content gets copied
   @JHTScherck
Protip: Set up G alerts after
 every major content push
30 second guide to
  content ideas
How can you know
 what to write??
Curious
8 wil-reynolds-beyond-link-building-real-companies-do-real-things
8 wil-reynolds-beyond-link-building-real-companies-do-real-things
8 wil-reynolds-beyond-link-building-real-companies-do-real-things
8 wil-reynolds-beyond-link-building-real-companies-do-real-things
8 wil-reynolds-beyond-link-building-real-companies-do-real-things
8 wil-reynolds-beyond-link-building-real-companies-do-real-things
Revenue matters
How much traffic, newsletter
 signups, and conversions?

      Are you getting?
bit.ly/conversions-and-links
         @jasonacidre
Giveaway = $3900 direct sales
250+ Social shares (engagement)
  50 comments (engagement )
       10 new customers
Giving away product
    made client
 $3900 in 1 week
Oh, and their rankings
     are going up
“Vs”
searches
82
@wilreynolds
83
@wilreynolds
Do you have the
                  content?

                                 84
@wilreynolds
B2B?
        #RCS is even easier

                              85
@wilreynolds
Use PPC data!
                  (client story)



                                   86
@wilreynolds
ASSETS          FAKE SOCIAL VOTES
               INBOUND MARKETING   ARTICLE DIRECTORIES
                 RELATIONSHIPS        HACKED SITES
                  COMMUNITY           DIRECTORIES


               HOLY GRAIL          CRAPOLA
                                                         87
@wilreynolds
Are you going to
invest the time?
Don’t need big brand
  $$ to do #RCS
Skateboard Client
@nicomicelli
HOLD THE FREAK UP!
   (retrain the SEO mind)
Add value
Interview the builders
  Create a Google map of gov’t parks
 Most friendly cities for skate boarders
        # of skate parks [study]
             Go shoot video
How to get your city to build a skate park
Vs.
Links via customer service?
There will be turbulence
I’m gonna
sue your
client
“Search strategy should
   be driving content
       strategy”
              - Marketing VP of MAJOR brand
SEO’s are best to drive
content strategy IF (BIG IF) we
 can understand our role in a
        larger context
We MUST stop this!!
Scavengers - We can do more with less
Stop making our
work about links &
    shortcuts
=
Start making our
work about industry
    leadership
Start making our
work about caring
 for customers
Start making our work
 about engagement
Start making our work
   about education
=
I love those SEO guys
We can win the
budgets we deserve
Your first attempts
     will suck
#RCS starts
somewhere
8 wil-reynolds-beyond-link-building-real-companies-do-real-things
Now, its … THIS!
Its in our DNA to do
   more with less
Let’s DO THIS
Let’s get STARTED!
Wil Reynolds
    Associate
 SEER Interactive
Seerinteractive.com
   @wilreynolds

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