Posted by randfish
For the past few years, I've given numerous presentations introducing SEO to new audiences of marketers, engineers and executives. With the end of SEOmoz's consulting business this past January and the completion of our final contract obligations this Spring, I thought it would be wise to share the 190+ page deck to hopefully help those of you who are tasked with introducing SEO to your companies, agencies and colleagues.
The deck is updated as of August 2010, but I hope to update it again in the future. Along with the Beginner's Guide to SEO, this resource should help those seeking to learn SEO or catch up on key points from the past few years.
You can find the download link via Slidesare here (I normally use Scribd, but couldn't get it to display properly in all browsers, so switched).
Feel free to use it or any elements inside. We always appreciate attribution, but even if you can't (which I understand happens), go ahead and make use of it or the images/contents. We love to introduce new people to the magical world of SEO, and if this resource can be of help, it's done its job!
p.s. We've been murmuring about a BIG launch for SEOmoz coming up in the next couple weeks. Launch day is still a bit up in the air, but should be nailed down in the next few days, at which point we'll share a bit more. The new web app has proven pretty popular, and folks here are working many, many overtime hours to keep those reports running smoothly and fixing bugs (a big thanks to everyone who's sent us feedback so far!).
Posted by Danny Dover
Update: Thank you everyone for your patience with the video issues. It looks like our video host's CDN accidentally cached a bad request. Everything should be working now! Party on!
In this week's Whiteboard Friday I talk about pitching SEO to potential clients and employers. This post describes the common elements that unite the successful pitches I have witnessed and describes how you can use them to your advantage. Also, I shaved my beard and now look like a 12-year-old boy. (I don't recommend that as a pitch tactic.)
Hello, Mozzers. My name is Danny Dover. I do SEO here at SEOmoz. Today
for Whiteboard Friday, I'm going to tell you about something that I think
is extremely important, and you should, too. Pitching SEO. By pitching
SEO, I mean presenting the idea of SEO to either potential clients or to
potential employers. So when I am giving this pitch, I have a few key
points I make, and then I'm going to go through a couple of rebuttals that
people usually make back to me.
The first key point that I make, and I always, always do this because it is
very important, is to acknowledge the snake oil salesman. SEO is an
industry where there are a lot of people who just kind of suck. They do a
very poor job of service and it makes the entire industry look bad. So,
you need to acknowledge those people exist so that the person who is
hearing the pitch takes into consideration what you are saying. You're
acknowledging that, yes, they are correct. But there is also this
alternative that they might now know about. My favorite way of doing this
is you just acknowledge it and then explain why, what proof you have to
show that is not how you do your service, be it past clients or
testimonials or actual data you can show from your results. I prefer the
latter if possible.
Number two. Strategies are easy but tactics are hard. A lot of times when
I am explaining SEO, I will come into contact with someone who is like,
"Oh, yeah, I get it. You've got to build links and content." They're
absolutely right. That's correct. That's what you have to do. But what
they are talking about are strategies. Bigger ideas. Building content,
that is just a broad idea. The actual content you write and the way you do
it and the way it is formatted, those are tactics.
In SEO, I think that the strategies are easy. They are easy to comprehend.
They're big and they make intuitive sense. But the tactics are hard. My
favorite example of this is URL rewrites. The idea is yes, we're going to
make all the URLs go from here to here. It turns out that doing that can
be very, very troublesome, and you run into lots and lots of side cases
just like anything you do with programming. So, I always try to
acknowledge that yes, the strategies are easy, but you are going to
probably want a specialist so that you make sure you nail all your tactics.
Number three. PPC and SEO equals the top of the conversion funnel. To be
completely honest, there are other things at the top of the conversion
funnel as well. There's email. There's direct traffic. There are lots of
other things. The two that I focus on are PPC and SEO. PPC is pay per
click, which is the ads you pay for in search engines and elsewhere and SEO
being search engine optimization, of course.
These are both tops of the funnel. So, you can either chose to pay on an
ongoing basis for PPC and get some traffic that way, or you can do it
through SEO and if you adhere to best practices, it can be free for you.
Just learn how to do it once, continue with the best practices, and it
costs you no money. The nice thing about this is that, while 90% of
budgets go to PPC, only 10% of clicks go there. The reverse of that is
only 10% of budgets approximately go to SEO, but 90% of clicks from users
are going to organic results and search engines. Huge opportunity here and
if you do it right, it won't cost you a dime.
The next one, rebuttals. When I am giving this pitch, there are a couple
of responses I get from people that I think are very genuine and they make
a lot of sense. These are the rebuttals they give, and then how I help
deconstruct that a little bit.
The first one being SEO takes too long. They are absolutely right. SEO
does take a long time. The way I break down SEO in my head is into
popularity, which is links, and relevancy, which is onsite, although there
is an element of links in that too. I'll write a little bit more about
this in the blog post below. The idea being that SEO takes too long.
That's true, but not for on page. If you want to just do on page
optimizations, you can have a lot of opportunity to boost traffic quickly.
Just do on page to start with. Another trick like that is just installing
a site map if they don't have one. I've seen that this is easy to do. You
can have an automated generator do it. Submit it to the engines, and within
a week or so you'll see results on that assuming they've never had one
before and other variables are not acting awry.
Number two, it will happen organically. This is one of my favorites.
People will say, "Oh yeah, we're building links anyway. There's variety in
our content. We have professional writers. So it's just going to happen
organically." That is not true. I thought the same thing with my dating
life. Yeah, it will just happen organically. No, it's not happened
organically. Same thing with SEO. You can try to do all these things, but
unless you have some focus, some actual goals, and some plans, it's just
not going to happen. Search engine optimization, you're not optimizing
anything. You're just letting it happen. So by putting in just a little
bit extra effort, you can get a lot more results. That's usually what I
The last one is, "I'm too busy." That's something I can totally
understand. Learning SEO is a complicated process. But, it turns out you
can have other people do this for you. If you are trading it for money,
you can just pay someone to do a little bit on it, SEO for you, do an SEO
audit, and give you some recommendations. Or you can trade, you can do
some bartering or something else. You can just make it happen. So, yes,
being busy is an excuse, but not with the potential there is to make a lot
of money with SEO and a lot of conversion on that.
That's all the time I've got today. I appreciate all of you paying
attention, or some of you. Not that guy. I appreciate it, and I'll talk
to you next week. Bye.
Video transcription by SpeechPad.com
If you have any other advice that you think is worth sharing, feel free to post it in the comments. This post is very much a work in progress. As always, feel free to e-mail me if you have any suggestions on how I can make my posts more useful. All of my contact information is available on my SEOmoz profile under Danny. Thanks!
Who says article marketing is on the way out? With online content site Associated Content selling for a nine-figure sum and recession-fearing advertisers appealing to consumers through text now more than ever, there is truly no excuse to write off one of the web’s oldest and most effective marketing methods as “over the hill.”
So many internet marketers are swearing off article marketing in favor of flashier territory. Pay-per-click advertising steals their attention and SEO strategies consume their time. Furthermore, high-risk products suck them into a world of short-term profit that is difficult to escape from. It is a particularly ignorant strategy, and it is one that tends to fall flat rather quickly.
That is the reason why those with experience in article marketing still hold it in such high regard, especially for effective web traffic generation. While fads come and go and online products fade into the distance, the small group of long-term thinkers have pieced together successful and surprisingly lucrative article marketing empires.
These three tips can help you do the same – build an article marketing empire so vast, powerful, and expansive that it would be nearly impossible not to generate huge amounts of traffic through it.
1) Remember that you are competing for clicks, not for revenue.
The goal of most sales articles is not to push a product or stress the importance of a service. They are rarely written to offer new opportunities right away, and they are even less frequently one-piece sales tools. What most articles serve to achieve is a single goal – one click, one visitor, and one shot at a sale further down the line.
So, remember that you are not competing for instant revenue or straight-ahead sales. You are competing for the opportunity to offer your product or service. The guiding goal of your articles is not to directly push people into a sale, but to gain clicks from traffic sources that you otherwise would not have access to.
2) Treat your articles as the first piece of a multi-stage sales process.
Your articles do not only provide an opportunity to move towards a future sale but also an opportunity to prime a potential sales prospect into making a purchase. Use the opportunities wisely by offering reasons to invest in a certain type of product. Just keep in mind that, with article marketing, it is generally best to avoid naming specific products or endorsing anything this early into the process.
From there, allow your articles to serve as reminders and reasons for action. Your sales letters and supporting documents can do the rest such that all your article marketing resources need to do is get people interested in what you have to offer.
3) Guide people down the page, towards your link, and away from on-page advertisements.
Within most of the web’s article directories, there is a constant battle for attention. Readers are divided between on-page content and equally invasive advertisements, with advertisers aiming to maximize their click-through rates and article marketers equally ready to guide traffic with their writing.
Remember that your goal is not an instant sale, but instant interest. That extends beyond simply offering a reason to click through to your page. It requires that you create something interesting and detailed enough to keep people from clicking through to advertisers’ pages. Build compelling pre-sales content and you will gain attention not just for your sales page but also in a great enough quantity to keep people from leaving prematurely.