The document discusses the importance of focusing on the "why" in SEO and marketing. It explains that every organization knows what they do through their products and services, and some know how they do it. But the most important thing is the "why" - the purpose, cause, or belief behind why the organization exists. When all three - what, how, and why - are balanced, others will clearly understand who you are and what you stand for. The document advocates pitching the "why" of SEO and focusing on customer moments to build brands through experiences over time. It provides examples of focusing content on people rather than search engines and using a team approach to deliver content, technical optimization, links, and other efforts to
4. How?
Why?
What? What
Every organization knows what is does.
It’s the products and services they sell.
How
Some organizations know how they do
what they do. The things that make them
special and set them apart.
Why
It’s a purpose, cause or belief. The reason
your organization exists.
When all three pieces are in balance, others will say, with absolute clarity
and certainty, “We know who you are,” “We know what you stand for.”
17. Pitch the WHY of SEO
In those moments our customers are
searching for things we know lots about.
We should be there with the best and
most relevant answers.”
Your Name
“
18. Moments Build Brands
A Brand is not a product or a promise or
a feeling. It's the sum of all the
experiences you have with a company.”
Amir Kassaei
“
23. Publish Content For People
Content For
Organic
Search
Visibility
Create optimal
amount of content that
is the best result for
the customer query
Create a constant
stream of content that
our audience loves to
read and share
Increase Intersection Size
Content To
Be Shared
Measure + Optimize
24. Publish Amazing Content
Most Amazing
Content On Web
OK
MVC
Pathetic
QualityofContent
Links, Shares, Search Visibility,
Word-of-Mouth… Received
Harmful Zero Low Massive
This is a 20 minute presentation designed to inspire CEO’s, CMO’s and SEO’s.Hope you like it.Matt RobertsChief Strategy OfficerLinkdexWebsite: www.linkdex.comTwitter: @matthewroberts and @linkdex
Every single organization on the planet, even our own careers, always function on three levels. What we do, How we do it and Why we do it. When all those pieces are aligned, it gives us a filter through which to make decisions. It provides a foundation for innovation. When all three pieces are in balance, others will say, with absolute clarity and certainty, “We know who you are,” “We know what you stand for.”Whether they realize it or not, all great and inspiring leaders and organizations think, act and communicate just like each other…and it’s the complete opposite from everyone else.
Every single organization on the planet, even our own careers, always function on three levels. What we do, How we do it and Why we do it. When all those pieces are aligned, it gives us a filter through which to make decisions. It provides a foundation for innovation. When all three pieces are in balance, others will say, with absolute clarity and certainty, “We know who you are,” “We know what you stand for.”Whether they realize it or not, all great and inspiring leaders and organizations think, act and communicate just like each other…and it’s the complete opposite from everyone else.
You can only inspire people by talking about the WHY first.
Our industry has been on an amazing transformationI think where it is today is amazing and I’d like to tell you about why
If our profession wanted to start with why, what would it be?
When you want to know something, where do we all go?
All the way through the purchase funnel.More than any other channel.
And which media channels do we trust?
Yep. You’ve got it. Organic Search.
The brands that are disrupting markets and winning know this.
The Why of SEO is about people.
As an industry we’re marketing to ensure we’re there in those moments.
We’re not selling rankings. That’s the what we do.
I’d like everyone to say this.The CEO’s, the CMO’s. The SEO’s.If we do and REALLY means it, the consequences will be transformational for your company.
And your brand.SEO is the ultimate branding media as it creates the most experiences with customer all the way through the purchase funnel.If you’re doing it right that is.
And we know that brand equity is worth.
And being there in those moments and being brands has other desirable knock-on effects.
So if that’s why, what is the HOW of SEO in 2014?
We need to spend more time finding those moments.The moments that happen 24/7 – 365 days a year. The moments that happened for just a day or a week.The moments that fulfill and utility. The moments that inspire you.
When you know the moments you can plan your content.
And not any old content.Not content with the right word in the title, heading and first paragraph and link. In bold and highlighted.What about making the best content on the web for a person that wants to know about that topic you know a lot about.
And when you’ve got the best content, promoting it is not so hard.But this time let’s not send thousands of email to people we don’t know. Let’s talk to people we know and want to know better.They’ll be connected to people just like them. If they love it. Perhaps their network of friends and family will love it to.
Let’s also publish our content on website for people.Website that care as much about the experience of the searcher as the technical reality of ensuring the opportunity to have the experience found has been created.
And because all of that is transformation to businesses, requires a diverse set of skills and can be difficult. Let’s not do it in a silo. Let’s do it in a team.A team that reduce the risk of failure and amplify our successes.
A team connected and rewarded by the same goals you are.
Then when it comes to talking about the WHAT of SEO it’s straightforward.
We’ll be proud to deliver the right KPI’s to the right people and say “This is what the team have achieved. Together.”