This was a presentation I put on at SES Chicago helping spread the message that SEO and social for the sake of SEO and Social is pointless. It has to be part of something larger.

1. Educating the Ruling Class
By: Aaron Friedman SEO Manager, SPARK
1 For SES Chicago 2012
@aaronfriedman

2. And you want SEO
THE RULING
CLASS?
2 @aaronfriedman

3. These Guys?
3 @aaronfriedman

4. Who Am I?
I Am Aaron Friedman
SEO Manager at Spark Communications
Connect @ aaronfriedman
Blog: http://digitalhighrise.com
4 @aaronfriedman

5. I Have Screwed Up A Lot
5 @aaronfriedman

6. Dear Business Owner,
And you want SEO
So You Have a
Website…
6 @aaronfriedman

7. And you want SEO
AND YOU
WANT SEO
7 @aaronfriedman

8. And you want SEO
AND YOU
WANT FACBOOK
8 @aaronfriedman

9. And you want SEO
AND YOU
WANT TWITTER
9 @aaronfriedman

10. And you want SEO
AND YOU
WANT ALL THE THINGS
10 @aaronfriedman

11. WHY?
11 @aaronfriedman

12. Is it to show
up higher than
the
competition?
Bing On Google????
12 @aaronfriedman

13. To “Increase Followers” or “Engage in Conversations With Customers”?
13 @aaronfriedman

14. These Are Not Good Reasons
14 @aaronfriedman

15. WHY DO YOU
NEED SEO?
WHY DO YOU
NEED SOCIAL?
http://www.funelf.net/photos/I-found-it!.jpg
15 @aaronfriedman

16. Are You Prepared For This?
16 @aaronfriedman

17. How About All This?
17 @aaronfriedman

18. Do You Realize That Your Teams Are Divided?
18 @aaronfriedman
Image Source: http://www.fanlala.com/files/imagecache/photo/gallery/42263/team-jacob-vs-team-edward.jpg

19. This Is Your Companies Org Chart
And You Think You Are In Charge
19 @aaronfriedman

20. Guess What
Probably never
thought you would
hear an agency guy
say this, but SEO
might not be for you
(at least right now)
20 @aaronfriedman

21. NOBODY LISTENS!
They downright ignore
EVERYTHING I say…
It Totally Sucks!
21 @aaronfriedman

22. THIS IS HOW I FEEL
22 @aaronfriedman

23. IT Pushback
“Our queue is 3 months long”
“We have no bandwidth”
“We are already doing SEO”
“Sure thing” (blatantly ignored)
23 @aaronfriedman

24. Legal Pushback
“We need legal review”
(2 months later)
“We can’t say that”
“We can say that, except change all the
words”
24 @aaronfriedman

25. Branding Teams Pushback
“We make bicycle stabilization and
traction surfaces, not tires”.
“Sorry, that keyword doesn’t work with
the messaging”
http://stevesagjournal.com/wp-content/uploads/2011/02/brand_identity.jpg 25 @aaronfriedman

26. General Content Confusion
“Too much content to keep track of”
“Content is useless”
“Not enough content being
generated”
http://im.myincredible.com/wp-content/uploads/2011/03/1-content-is-king.jpg 26 @aaronfriedman

27. I GIVE UP!
27 @aaronfriedman

28. NOT SO FAST!
SEO Can Rule The Organization
Business owners need to
realize that this is not
magic
28 @aaronfriedman

29. WHO IS THE RULING CLASS?
Image Source:
http://www.flickr.com/photos/hodolomax/3
Definition: The Class of People Exerting Power or Authority
688031170/ 29 @aaronfriedman

30. SEOs,
SOMETIMES…
30 @aaronfriedman

31. … NEED TO SHAKE
THINGS UP
31 @aaronfriedman

32. SEO’s are in a
great position
to change
organizations
32 @aaronfriedman

33. WHY DO YOU NEED SEO?
YOU DON’T!
WHY DO YOU NEED SOCIAL?
33 @aaronfriedman

34. WHAT
YOU
NEED
IS
To…
Build Another Lead Generation Channel
34 @aaronfriedman

35. WHAT
YOU
NEED
IS
To…
Increase Brand Awareness & Reputation
35 @aaronfriedman

36. WHAT
YOU
NEED
IS
To…
Strengthen Specific Marketing Campaigns
36 @aaronfriedman

37. YOU
ALSO
NEED
TO…
Shorten Your Sales Cycle
37 @aaronfriedman

38. YOU
ALSO
NEED
TO…
Increase Overall Customer Satisfaction
38 @aaronfriedman

39. Which CAN Be SEO & Social
39 @aaronfriedman

40. But CAN Also Be
SEOs Are Just
Positioned Well
For This
Image source: http://www.seomoz.org/blog/inbound-marketing-is-taking-off 40 @aaronfriedman

41. Search Engines Have Evolved
The Same Stuff Doesn’t Work
41 @aaronfriedman

42. OLD SCHOOL
SEO
• Keywords
• Alt Attributes
• H tags
• More
Keywords
• Links
Image Source: http://cdn.seomoz.org/img/upload/mockup(2).png 42 @aaronfriedman

43. This is SEO
WHAT WHAT
This is USER IS THE
Where LOOKING PAGE
YOU
WIN FOR DELIVERS
Idea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-
beyond-whiteboard-friday 43 @aaronfriedman

44. NEW SCHOOL
SEO
• Personalized
• Image
• Rich Snippets
• News
• Video
• Shopping
44 @aaronfriedman

45. Future School
SEO
Engines are creating something separate from their text index that
consists of entities and attributes…
45 @aaronfriedman

46. Verbs Action Attribution Frictionless Sharing
https://developers.google.com/+/api/latest/activities
http://ogp.me/
46 @aaronfriedman

47. THESE ARE ALL ENTITIES
47 @aaronfriedman

48. Wait, That’s A Lot of Stuff
48 @aaronfriedman

49. REMEMBER
OUR FRIENDS
IN
IT
LEGAL
BRANDING
and
CONTENT?
49
Image Source: http://www.lonniehuntermusic.com/wp-content/uploads/2012/04/woman-remembering1.jpg @aaronfriedman

50. Start To Win Them Over One By One
50 @aaronfriedman

51. 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 51 @aaronfriedman

52. How About Coffee?
52
Image Source: http://www.adderworld.com/blog1/wp-content/uploads/2012/04/CoffHap.jpg @aaronfriedman

53. What is impending this from working?
53 @aaronfriedman

54. Let Me HELP You
Build SEO Into Your
Content Strategy
Image Source: http://family.go.com/images/cms/parenting/man-girl-chore-
photo-240x240-j-5295467.jpg 54 @aaronfriedman

55. 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/17082187
09.jpg 55 @aaronfriedman

56. So Business Owner,
And you want SEO
You Want
All Those Things?
56 @aaronfriedman

57. Then Please, Lets Unite Your Organization.
57 @aaronfriedman
Image Source: http://www.post-gazette.com/stories/life/pittsburgh-rides/pittsburgh-rides-traveling-or-a-journey-268449/

58. Lets Create an
Integrated Creative
Marketing Strategy
• Designers: Ensure that creative and usability Marketing Copywriters
are inline with user queries. Strategy
• Copywriters: Optimize content and SEO
recommend new, trending opportunities
• Developers: Optimize code. Inform Meta
Data.
• PR and Media: SEO friendly press releases, PR & Media
Developers
social media, and other forms of outreach Partnerships
• Marketing Strategy: Support messaging,
especially in digital space
58 @aaronfriedman

59. And you want SEO
Because The Return
Is Well Worth It
59 @aaronfriedman

60. Aaron Friedman
SEO Manager at
www.digitalhighrise.com
aaron.friedman@sparksmg.com
@aaronfriedman
+
60 @aaronfriedman

61. Thanks!
61 @aaronfriedman