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Fixing the Broken Culture of SEO Metrics - Whiteboard Friday |
Fixing the Broken Culture of SEO Metrics - Whiteboard Friday Posted: 25 Apr 2013 06:19 PM PDT Posted by randfish As SEO continues to evolve, the metrics that indicate success continue to change with it. However, many of our client's needs don't seem to be changing as rapidly. With clients focused on specifics like the number of links they're getting and weekly ranking reports, it's tough to move the needle in the right direction for true SEO success. How do we push other inbound channels (like search, content marketing, and social) forward to offer a more holistic and strategic approach to inbound marketing that our clients can get behind? In today's Whiteboard Friday, Rand talks about the current broken culture of SEO metrics, and offers advice on what we can do to fix it.
For your viewing pleasure, here's a still image of the whiteboard used in this week's video. ![]()
Video Transcription
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IonSearch 2013 recap – our favourite tips & thoughts | ![]() |
IonSearch 2013 recap – our favourite tips & thoughts Posted: 22 Apr 2013 08:49 AM PDT Two days, three tracks, over 50 speakers. IonSearch 2013 certainly didn’t lack in ambition, nor in potential for some insightful search marketing conversation and thought. And it did not disappoint; we thoroughly enjoyed our in time in Leeds, and came away with plenty of takeaways. With so many talks (over 40 different talks/panels), we sadly couldn’t see everything there, but we’ve put together some of the key takeaways from our favourite sessions of the conference. Andrew Dumont – Exploring the differences between Web and Marketing AnalyticsAndrew Dumont of SEOmoz kicked IonSearch off with a look at marketing analytics, and what you need to look at differently from your everyday web analytics.
Key takeaway: Think broader about what data you can get to make smarter marketing and content decisions Panel – Sha Menz, Tim Grice, Martin Woods & Christoph Cemper – Link removalLink removal has become an increasing part of the SEO landscape, and many agencies have picked up new clients who are desperately looking for help having been penalised by previous link building work. This panel looked at some of the lessons learned about link removal and re-inclusion requests:
Key takeaway: Make backlink profile modifying part of your SEO routine – look at your links on a regular basis Ross Hudgens – Rapid-fire content marketingRoss gave some great examples of methods he uses to make the very most of the content marketing work he does. With so much competition emerging in content marketing, you need every promotional advantage possible. This rapid-fire list of methods to improve the way you market your content were given thick and fast!
Key takeaway: Link building might not change that much moving forward, but being smarter in how we promote content is key to success Marcus Tandler – What's next in search?One of the talks of IonSearch 2013, Marcus Tandler gave us his very entertaining thoughts on where the search engines, and the search industry as a result, might move in the near future. Boasting 477 slides in less than 45 minutes (!), Marcus delivered a captivating talk on what Google might use next as rankings signals:
Key takeaway: Building for traffic encourages better SEO, and better content, and this will reap rewards as Google evolves Nichola Stott – Link earning: Marketing strategies for earning your Links and how to survive the grey borderlandsNichola spoke on how we can gain meaningful content from real stories from each client we work with. She examined what makes an engaging story, and how we can get such angles into our content work.
Key takeway: Great content needs a reason – find that, in any niche, and you've got something to build links to with meaningful content from real stories Sam Crocker – Enterprise SEOSam went into fascinating detail with his tips on succeeding with SEO for enterprise-level sites.
Key takeaway: Give full visibility and teach Martin MacDonald – Why I’ve quit SEOMartin gave a passionate, and well-argued, talk on how the SEO industry's preoccupation with short-cuts (which he cheerfully admits he was a large part of) has made it hard to gain traction as other online channels have.
Key takeaway: SEO has a reputation-management issue, perhaps fatally so as a name, and co-joined thinking needs to be more prevalent in the online-marketing industry Panel – Aleyda Solis, Daniel Bianchini & Andrew Girdwood – Local SEOOur very own Daniel Bianchini joined the discussion on local SEO before a packed room for the first session on day 2.
Mike Essex – 86 billion free SEO tools: Why your brain is the best tool of allThis talk focussed on productivity, and how using your brain, and time, more effectively to encourage creative thinking makes it the best SEO tool available. Drawing on his own experiences, Mike Essex presented a whole raft of potential work-hacks to get your mind on the job at hand.
Key takeaway: Get creative by:
Why Your Brain Is The Best Tool Of All – A Look At 86 Billion Free Tools (#ionsearch 2013) from Koozai So that's our summary of our key takeaways. Of course there's plenty more that we haven't covered here, there was a huge amount of information on offer. For a complete summary of all the talks in bite-sized detail, take a look at: We hugely enjoyed IonSearch, and will be back in 2014. If you made it, what were your favourite talks and panels, and what tips, tricks and thoughts did you come away with? Let us know in the comments! © SEOptimise - Download our free business guide to blogging whitepaper and sign-up for the SEOptimise monthly newsletter. IonSearch 2013 recap – our favourite tips & thoughts Related posts:
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Most of the time, we build our jobs and our organizations and our lives around today, assuming that tomorrow will be a lot like now. Resilience, the ability to shift and respond to change, comes way down the list of the things we often consider.
And yet... A crazy world is certain to get crazier. The industrial economy is fading, and steady jobs with it. The financial markets will inevitably get more volatile. The Earth is warming, ever faster, and the rate and commercial impact of natural disasters around the world is on an exponential growth curve.
Hence the need for resilience, for the ability to survive and thrive in the face of change.
A non-resilient hospital in New York City closed for months because the designers failed to design for a flood. A career as a travel agent ends when, fairly suddenly, people don't need travel agents any longer. A retirement is wiped out because the sole asset in the nest egg is no longer worth what it was.
The choice is to build something that's perfect for today, or to build something that lasts. Because perfect for today no longer means perfect forever.
Here are four approaches to resilience, in ascending order, from brave to stupid:
Don't need it is the shortcut to living in crazy times. If you don't have an office, it won't flood. If you have sixteen clients, losing one won't wipe you out.* If your cost of living is low, it's far less exposed to a loss in income. If there are no stairs in your house, a broken hip doesn't mean you have to move. Intentionally stripping away dependencies on things you can no longer depend on is the single best preparation to change.
Invest in a network. When your neighbor can lend you what you need, it's far easier to survive losing what you've got. Cities and villages and tribes with thriving, interconnected neighborhoods find that the way they mesh resources and people, combined with mutual generosity, makes them more able to withstand unexpected change. And yes, the word is 'invest', because the connection economy thrives on generosity, not need.
Create backups. Not just your data (you do have a copy of your data in two or three places, don't you?) but anything that's essential to your career, your family or your existence. A friend with a nut allergy kept a spare epipen at our house—the cost of a second one was small compared to the cost of being without.
Build a moat is the silly one, the expensive Maginot-line of last resort. Build a moat is the mindset of some preppers, with isolated castles that are stocked to overflowing with enough goods to survive any disaster**. Except, of course, they're not. Because they can't think of everything. No one can.
We're tempted to isolate ourselves from change, by building a conceptual or physical moat around our version of the future. Better, I think, to realize that volatility is the new normal.
Putting all your eggs in one basket and watching the basket really carefully isn't nearly as effective as the other alternatives. Not when the world gets crazy.
**Henry Mason describes a friend who said, "My dad had one job his whole life, I'll have seven, and my kids will have seven jobs at the same time."
**and not just preppers, but corporations that act like them
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