SEO Integration by Matt Lacuesta | SEMPO Cities KC 2016

Matt Lacuesta

SEMPO Cities Kansas City

October 27, 2016

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@MattLacuesta

| @mattlacuesta | @burnsmarketing

Times have

changed

Hot topics

In the news

• Penguin 4.0

• Quality Updates (Phantom)

• Machine Learning

• Semantic Search

• Engagement

• Mobile• AMP

• Mobile Index

| @mattlacuesta | @burnsmarketing

No more

| @mattlacuesta | @burnsmarketing

All the things

affect

SEO

Sales

What you’re already doing

Sales

• Identifying common objections

• Understanding the audience

Take it further

• Share content

• FAQs

• Answers to common objections

• Collateral that resonates

• Sales perspective to develop personas

Customer service

What you’re already doing

Customer service

• Understanding pain points for clients

• Improving products or service

Take it further

• Share content• FAQs• Common issues• Content that helps manage expectations

Public relations

What you’re already doing

PR

• The original link builders

• Relationship building

• Brand recognition

Take it further

• Events

• Partnerships

• Volunteerism

• Sponsorships

| @mattlacuesta | @burnsmarketing

Social

What you’re already doing

Social

• Building community

• Sharing content

• Understanding the audience

• Increasing visibility through Search Engine Result Page (SERP) real estate

Take it further

• Indirect ranking factors

• Social search

| @mattlacuesta | @burnsmarketing

Paid search

What you’re already doing

Paid search

• Improving visibility in SERPs

• Sharing keyword insights

• Judging quality of content

• Testing content and conversions

Take it further

• Match keywords to search behavior and user intent

Content

What you’re already doing

Content

• Keyword research

• Content gap analysis

• Rich content for users, not just search engines

• Developing the most valuable asset

| @mattlacuesta | @burnsmarketing

Look at current processes

and look for opportunities for

SEO integration.

| @mattlacuesta | @burnsmarketing

Burnsmarketing.com/KC

Helpful links

• Ranking for #0 – Dr. Pete Meyers | Moz• http://www.slideshare.net/crumplezone/seo-for-answers-ranking-0

• Technical SEO Renaissance – Michael King | iPullRank• http://bit.ly/tech-renaissance

• How Google Works – Paul Haahr | Google• https://www.youtube.com/watch?v=iJPu4vHETXw

Thank you