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Increase your level cap with the SEO performance expansion pack

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This talk was about how bringing design, UX, technical performance, CRO, data dashboards and editorial skills into your daily workflow will make you a better SEOer.

As a by-product, you’ll become indispensable to your clients/bosses.

This talk was presented at Brighton SEO in September 2019.

Veröffentlicht in: Marketing
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Increase your level cap with the SEO performance expansion pack

  1. 1. Increase your level cap with the SEO Performance expansion pack Wez Maynard // The MTM Agency SLIDESHARE.NET/wezmaynard @wez
  2. 2. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO HI!
  3. 3. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO -- LEVEL CAP -- (VIDEO GAMES) THE MAXIMUM ATTAINABLE LEVEL OF THE PLAYER CHARACTER
  4. 4. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO 60
  5. 5. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO 70 80 85 90 100 110 120
  6. 6. HTTP://WWW.SUNBURNTECH.COM/BLOG/DIGITAL-MARKETING/SEO-TOOLS-TO-CHECK-GOOGLE-ALGORITHM-UPDATES-AND-CHANGES/
  7. 7. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO 1999 2019
  8. 8. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
  9. 9. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO 1. TREES 2. END OF TSS 3. ADVANTAGE 4. APPLICATION
  10. 10. @themtmagency @wez #BrightonSEO TACTICAL SERVICE SPECIALIST (VERY PARTICULAR SET OF SKILLS)
  11. 11. @themtmagency @wez #BrightonSEO SEM BADASS
  12. 12. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO HOW?
  13. 13. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO …NOT THIS KIND
  14. 14. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO …THIS KIND!
  15. 15. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
  16. 16. @themtmagency @wez #BrightonSEO A CURRENT SEO SKILL TREE SOURCE: HTTPS://MARTIJNSCHEIJBELER.COM/GROWI NG-AS-AN-SEO-LEVELS-SENIORITY-IN-SEO- ROLES/ @MARTIJNSCH
  17. 17. @themtmagency @wez #BrightonSEO
  18. 18. @themtmagency @wez #BrightonSEO
  19. 19. @themtmagency @wez #BrightonSEO
  20. 20. @themtmagency @wez #BrightonSEO
  21. 21. @themtmagency @wez #BrightonSEO
  22. 22. @themtmagency @wez #BrightonSEO
  23. 23. @themtmagency @wez #BrightonSEO
  24. 24. @themtmagency @wez #BrightonSEO SEO CAREER PROGRESSION SOURCE: HTTPS://MARTIJNSCHEIJBELER.COM/GROWI NG-AS-AN-SEO-LEVELS-SENIORITY-IN-SEO- ROLES/ @MARTIJNSCH
  25. 25. @themtmagency @wez #BrightonSEO SO IS THAT ALL THERE IS TO IT?
  26. 26. @themtmagency @wez #BrightonSEO NOT ANY MORE. IT CAN’T BE.
  27. 27. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO 2. THE END OF THE TACTICAL SERVICE SPECIALIST
  28. 28. @themtmagency @wez #BrightonSEO 94% OF SEOS BELIEVE UX IS RELATED TO RANKINGS HTTPS://WWW.SEROUNDTABLE.COM/MOST-SEOS-FEEL-SITE-UX-MATTERS-27869.HTML
  29. 29. @themtmagency @wez #BrightonSEO IMPROVEMENTS IN CONTENT HAVE BEEN KNOWN TO INCREASE BLOG TRAFFIC BY AS MUCH AS 2,000% HTTPS://WWW.MARKETINGSHERPA.COM/CONTENT_BY_LEGACY_ID?LEGACY_ID=32133
  30. 30. @themtmagency @wez #BrightonSEO 130,000 FACEBOOK SHARES HELPED A SITE RANK IN POSITION #1 FOR COMPETITIVE KEYWORD PHRASES HTTPS://WWW.MATTHEWWOODWARD.CO.UK/SEO/CASE-STUDIES/UNHEALTHIEST-FOODS/
  31. 31. @themtmagency @wez #BrightonSEO THE MARKET FOR MACHINE LEARNING APPLICATIONS IS SET TO REACH 13 BILLION DOLLARS BY 2020. AI TO REACH 5 BILLION. HTTPS://WWW.FOOL.COM/INVESTING/2016/06/19/10-STATS-ABOUT-ARTIFICIAL-INTELLIGENCE-THAT-WILL-B.ASPX
  32. 32. @themtmagency @wez #BrightonSEO SEO LEADS HAVE A 14.6% CLOSE RATE, COMPARED TO 1.7% FOR OUTBOUND LEADS HTTPS://WWW.IMFORZA.COM/BLOG/8-SEO-STATS-THAT-ARE-HARD-TO-IGNORE/
  33. 33. @themtmagency @wez #BrightonSEO NEW TECH, IDEAS AND STRATEGIES WILL MEAN IF YOU'RE NOT ADDING STRINGS TO YOUR BOW TO STAND ON THE FRONT LINE… …YOU'LL BE MUCKING OUT LATRINES IN THE REAR GUARD.
  34. 34. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO WHERE TO ADD THE STRINGS?
  35. 35. @themtmagency @wez #BrightonSEO PERSONAL INTERESTS & BUSINESS INTERESTS
  36. 36. @themtmagency @wez #BrightonSEO PERSONAL INTERESTS
  37. 37. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO HAPPY
  38. 38. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO CAREER BREAK
  39. 39. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO CAREER CHANGE
  40. 40. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO CHILDREN
  41. 41. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO NOT YOU?
  42. 42. @themtmagency @wez #BrightonSEO BUSINESS INTERESTS
  43. 43. @themtmagency @wez #BrightonSEO
  44. 44. @themtmagency @wez #BrightonSEO BUSINESS INTERESTS
  45. 45. @themtmagency @wez #BrightonSEO (OR “THE BUSINESS MAYPOLE”)
  46. 46. @themtmagency @wez #BrightonSEO COMMERCIAL PRESTIGE WELLBEING ORGANISATION TEAM & CLIENTS INDIVIDUAL
  47. 47. @themtmagency @wez #BrightonSEO ALL HAVE THE NEED FOR PERFORMANCE GAINS IN COMMON
  48. 48. @themtmagency @wez #BrightonSEO
  49. 49. @themtmagency @wez #BrightonSEO WHY WILL YOUR BUSINESS CARE?
  50. 50. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO 3. ADVANTAGE
  51. 51. @themtmagency @wez #BrightonSEO COMPETITIVE ADVANTAGE
  52. 52. @themtmagency @wez #BrightonSEO SYSTEMS ALONE ARE NOT COMPETITIVE ADVANTAGE
  53. 53. @themtmagency @wez #BrightonSEO AI ALONE IS NOT COMPETITIVE ADVANTAGE
  54. 54. @themtmagency @wez #BrightonSEO TACTICS ALONE ARE NOT COMPETITIVE ADVANTAGE
  55. 55. @themtmagency @wez #BrightonSEO THE RIGHT PEOPLE, SKILLS AND SYSTEMS GIVE BUSINESSES COMPETITIVE ADVANTAGE
  56. 56. @themtmagency @wez #BrightonSEO YOU ARE THE COMPETITIVE ADVANTAGE
  57. 57. @themtmagency @wez #BrightonSEO UK SPEND EXPECTED TO INCREASE 4.6% IN 2020 DIGITAL IS NOW 50% OF ALL BUDGETS HTTPS://WWW.THEDRUM.COM/NEWS/2019/06/13/GLOBAL-AD-SPEND-SLOW-DIGITAL-WILL-CAPTURE-50-BUDGETS- 2020-SAYS-GROUPM
  58. 58. @themtmagency @wez #BrightonSEO WHERE SHOULD YOU BUILD TREES?
  59. 59. @themtmagency @wez #BrightonSEO …SEO / UX / DESIGN / JOURNEY / PPC / OPTIMISATION / DATA SCIENCE / MANAGEMENT / EDITORIAL / CRO / DEVELOPMENT / MARKETING / SALES / MATHS / PSYCHOLOGY…
  60. 60. @themtmagency @wez #BrightonSEO
  61. 61. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO 4. APPLICATION
  62. 62. @themtmagency @wez #BrightonSEO SEO D-SCI DEV CRO
  63. 63. @themtmagency @wez #BrightonSEO SEO EDITORIAL MNGMNT PSYC
  64. 64. @themtmagency @wez #BrightonSEO SEO MATHS SALES MRKTNG
  65. 65. @themtmagency @wez #BrightonSEO A CLIENT ASKS YOU TO COME UP WITH SOME 'NEW' IDEAS TO GROW ORGANIC TRAFFIC Marketing UX Design Client Management
  66. 66. @themtmagency @wez #BrightonSEO BULLET POINT EMAIL TO CLIENT VS 20 MINUTE DISCUSSION WITH SUPPORTING EVIDENCE
  67. 67. @themtmagency @wez #BrightonSEO WEBSITE ATTRACTS A LOT OF ORGANIC TRAFFIC TO THE BLOG BUT CONVERTS LITTLE Data Science CRO UX Design
  68. 68. @themtmagency @wez #BrightonSEO PUT MORE CTAS IN THE BLOG ARTICLES VS INVOLVING THE CLIENT IN THE DIAGNOSIS AND CREATING MORE REVENUE FOR YOUR BUSINESS
  69. 69. @themtmagency @wez #BrightonSEO CLIENT SENDS OVER THE NEW WEBSITE DESIGN THEY ARE CREATING WITH ANOTHER AGENCY Data Science UX Design CRO Client Management
  70. 70. @themtmagency @wez #BrightonSEO GRIN AND BARE IT VS SHOW YOUR VALUE AND KNOW THAT NEXT TIME YOU CAN HELP INFLUENCE THE ROUTE TAKEN
  71. 71. @themtmagency @wez #BrightonSEO
  72. 72. @themtmagency @wez #BrightonSEO
  73. 73. @themtmagency @wez #BrightonSEO THE M-SHAPED WEB MARKETER EMAILPPC SALES MARKETING DEV UXSEO SOCIALCONTENT
  74. 74. @themtmagency @wez #BrightonSEO SEM BADASS
  75. 75. @themtmagency @wez #BrightonSEO FURTHER READING HTTPS://INTENSEMINIMALISM.COM/2017/SKILL-TREES-A-FLEXIBLE-WAY-FOR-COMPANIES-TO-DRIVE-PROFESSIONAL-GROWTH/ SKILL TREES: A GETTING STARTED GUIDE
  76. 76. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO THANK YOU SLIDESHARE.NET/WEZMAYNARD WEZMAYNARD.COM

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