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.

1. Increase your level cap with
the SEO Performance
expansion pack
Wez Maynard // The MTM Agency
SLIDESHARE.NET/wezmaynard
@wez

2. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
HI!

3. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
-- LEVEL CAP --
(VIDEO GAMES) THE MAXIMUM
ATTAINABLE LEVEL OF THE
PLAYER CHARACTER

4. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
60

5. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
70 80 85 90 100 110 120

6. HTTP://WWW.SUNBURNTECH.COM/BLOG/DIGITAL-MARKETING/SEO-TOOLS-TO-CHECK-GOOGLE-ALGORITHM-UPDATES-AND-CHANGES/

7. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
1999 2019

8. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO

9. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
1. TREES
2. END OF TSS
3. ADVANTAGE
4. APPLICATION

10. @themtmagency @wez #BrightonSEO
TACTICAL SERVICE SPECIALIST
(VERY PARTICULAR SET OF SKILLS)

12. @themtmagency @wez #BrightonSEO
SEM BADASS

13. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
HOW?

15. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
…NOT THIS KIND

16. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
…THIS KIND!

18. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO

19. @themtmagency @wez #BrightonSEO
A CURRENT SEO SKILL TREE
SOURCE:
HTTPS://MARTIJNSCHEIJBELER.COM/GROWI
NG-AS-AN-SEO-LEVELS-SENIORITY-IN-SEO-
ROLES/
@MARTIJNSCH

20. @themtmagency @wez #BrightonSEO

21. @themtmagency @wez #BrightonSEO

22. @themtmagency @wez #BrightonSEO

23. @themtmagency @wez #BrightonSEO

24. @themtmagency @wez #BrightonSEO

25. @themtmagency @wez #BrightonSEO

26. @themtmagency @wez #BrightonSEO

27. @themtmagency @wez #BrightonSEO
SEO CAREER PROGRESSION
SOURCE:
HTTPS://MARTIJNSCHEIJBELER.COM/GROWI
NG-AS-AN-SEO-LEVELS-SENIORITY-IN-SEO-
ROLES/
@MARTIJNSCH

28. @themtmagency @wez #BrightonSEO
SO IS THAT ALL THERE IS TO IT?

29. @themtmagency @wez #BrightonSEO
NOT ANY MORE.
IT CAN’T BE.

30. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
2. THE END OF THE
TACTICAL SERVICE
SPECIALIST

31. @themtmagency @wez #BrightonSEO
94% OF SEOS BELIEVE UX IS
RELATED TO RANKINGS
HTTPS://WWW.SEROUNDTABLE.COM/MOST-SEOS-FEEL-SITE-UX-MATTERS-27869.HTML

32. @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

33. @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/

34. @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

35. @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/

36. @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.

37. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
WHERE TO ADD
THE STRINGS?

38. @themtmagency @wez #BrightonSEO
PERSONAL INTERESTS
&
BUSINESS INTERESTS

39. @themtmagency @wez #BrightonSEO
PERSONAL INTERESTS

40. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
HAPPY

41. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
CAREER BREAK

42. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
CAREER CHANGE

43. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
CHILDREN

44. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
NOT YOU?

45. @themtmagency @wez #BrightonSEO
BUSINESS INTERESTS

46. @themtmagency @wez #BrightonSEO

47. @themtmagency @wez #BrightonSEO
BUSINESS INTERESTS

48. @themtmagency @wez #BrightonSEO
(OR “THE BUSINESS MAYPOLE”)

49. @themtmagency @wez #BrightonSEO
COMMERCIAL PRESTIGE WELLBEING
ORGANISATION TEAM & CLIENTS INDIVIDUAL

50. @themtmagency @wez #BrightonSEO
ALL HAVE THE NEED FOR
PERFORMANCE
GAINS IN COMMON

51. @themtmagency @wez #BrightonSEO

52. @themtmagency @wez #BrightonSEO
WHY WILL YOUR
BUSINESS CARE?

53. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
3. ADVANTAGE

54. @themtmagency @wez #BrightonSEO
COMPETITIVE ADVANTAGE

55. @themtmagency @wez #BrightonSEO
SYSTEMS ALONE ARE NOT
COMPETITIVE ADVANTAGE

56. @themtmagency @wez #BrightonSEO
AI ALONE IS NOT
COMPETITIVE ADVANTAGE

57. @themtmagency @wez #BrightonSEO
TACTICS ALONE ARE NOT
COMPETITIVE ADVANTAGE

58. @themtmagency @wez #BrightonSEO
THE RIGHT PEOPLE, SKILLS AND
SYSTEMS GIVE BUSINESSES
COMPETITIVE ADVANTAGE

59. @themtmagency @wez #BrightonSEO
YOU
ARE THE COMPETITIVE
ADVANTAGE

60. @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

61. @themtmagency @wez #BrightonSEO
WHERE SHOULD YOU BUILD TREES?

62. @themtmagency @wez #BrightonSEO
…SEO / UX / DESIGN / JOURNEY
/ PPC / OPTIMISATION / DATA
SCIENCE / MANAGEMENT /
EDITORIAL / CRO / DEVELOPMENT
/ MARKETING / SALES / MATHS /
PSYCHOLOGY…

63. @themtmagency @wez #BrightonSEO

64. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
4. APPLICATION

65. @themtmagency @wez #BrightonSEO
SEO D-SCI DEV CRO

66. @themtmagency @wez #BrightonSEO
SEO EDITORIAL MNGMNT PSYC

67. @themtmagency @wez #BrightonSEO
SEO MATHS SALES MRKTNG

68. @themtmagency @wez #BrightonSEO
A CLIENT ASKS
YOU TO COME UP
WITH SOME
'NEW' IDEAS TO
GROW ORGANIC
TRAFFIC
Marketing
UX
Design
Client Management

69. @themtmagency @wez #BrightonSEO
BULLET POINT EMAIL TO CLIENT
VS
20 MINUTE DISCUSSION WITH
SUPPORTING EVIDENCE

71. @themtmagency @wez #BrightonSEO
WEBSITE
ATTRACTS
A LOT OF
ORGANIC TRAFFIC
TO THE BLOG BUT
CONVERTS LITTLE
Data Science
CRO
UX
Design

72. @themtmagency @wez #BrightonSEO
PUT MORE CTAS IN THE
BLOG ARTICLES
VS
INVOLVING THE CLIENT IN THE
DIAGNOSIS AND CREATING MORE
REVENUE FOR YOUR BUSINESS

74. @themtmagency @wez #BrightonSEO
CLIENT SENDS
OVER THE NEW
WEBSITE DESIGN
THEY ARE
CREATING WITH
ANOTHER AGENCY
Data Science
UX
Design
CRO
Client Management

75. @themtmagency @wez #BrightonSEO
GRIN AND BARE IT
VS
SHOW YOUR VALUE AND KNOW
THAT NEXT TIME YOU CAN HELP
INFLUENCE THE ROUTE TAKEN

76. @themtmagency @wez #BrightonSEO

77. @themtmagency @wez #BrightonSEO

78. @themtmagency @wez #BrightonSEO
THE M-SHAPED WEB MARKETER
EMAILPPC SALES MARKETING DEV UXSEO SOCIALCONTENT

79. @themtmagency @wez #BrightonSEO
SEM BADASS

80. @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

81. @themtmagency @wez #BrightonSEO@themtmagency @wez #BrightonSEO
THANK YOU
SLIDESHARE.NET/WEZMAYNARD
WEZMAYNARD.COM