!1

What A Difference A Year Makes: Search Strategies, TED Talks, & Tacticsby Derek Mabie 11-18-13

evolvedigitallabs.com

Pardon me, but I need something in the range of 30 seconds - 20 minutes to collect myself.

I am a bit nervous.

You see, about a year ago, I was challenged and changed.

I want to share a bit with you, today. This presentation has two options:

Pardon me, but I need something in the range of 30 seconds - 20 minutes to collect myself. I am a bit nervous.

You see, about a year ago, I was challenged and changed. I want to share a bit with you, today. This presentation has two options:

“People don’t want to buy a quarter-inch drill. They buy a quarter inch hole.”

A quote refined by Theodore Levitt.

what a difference a year makes?

O N E Y E A R A G O

iacquire.com/blog/everybodys-trying-to-give-a-ted-talk-the-shift-from-tactics-to-strategy-in-seo/

iacquire.com/blog/everybodys-trying-to-give-a-ted-talk-the-shift-from-tactics-to-strategy-in-seo/

by Michael King

L E T ’ S G O .

quick look at the SEM IndustrySWOT

s w

o t

quick look at the SEM IndustrySWOT

It works. We blend data and creativity.

quick look at the SEM IndustrySWOT

influence much, much more.

SWOT

quick look at the SEM IndustrySWOT

S

we are myopic. at the mercy of the

engines.

o

SWOT

quick look at the SEM IndustrySWOT

s w

commodity.

SWOT

Where does that leave us?

I S S E O I N T R O U B L E ? O R D E A D ?

why keywords are gone.

Google Inc. Form 10-Q

For the Quarterly Period Ended September 30, 2013

http://www.worldwidewebsize.com/

90% of my inventory is worthless to half of my audience. !

!

(mobile)

So if keyword data isn’t an issue….

Three Core Industry Issues

The gap in digital IQ & business acumen.

We are a profession of keyword/data conduits.

We are in the wrong business.

1

2

3

The gap in digital IQ & business acumen.

We are in the wrong business.

1

3

Three Core Industry Issues

The gap in digital IQ & business acumen.

We are an industry of conduit.

We are in the wrong business.

1

2

3

The gap in digital IQ & business acumen.

We are in the wrong business.

1

3

S E R P S . M O B I L E . I N T E G R AT I O N . O R G A N I C . !I N F L U E N C E R S . R E M A R K E T. AW E S O M E .

!

P O P P Y C O C K . R U B B I S H . B A L D E R D A S H .

that make search engine marketing very difficult. Three Core Industry Issues

The gap in digital IQ & business acumen.

We are in the wrong business.

1

2

3

The gap in digital IQ & business acumen.

We are in the wrong business.

1

3

We are a profession of keyword/data conduits.

L E T G E T T H E S E R V E R WA R M E D U P F O R T H E S E O R E P O R T.

!G O L F. F L O R I D A . R E T I R E M E N T. I WA S 2 8 O N C E .

that make search engine marketing very difficult. Three Core Industry Issues

The gap in digital IQ & business acumen.

We are an industry of conduit.

We are in the wrong business.

1

2

3

The gap in digital IQ & business acumen.

We are in the wrong business. 3

Charles Revson “In the factory we make cosmetics.

…..In the stores we sell hope.”!

R E A L C O M PA N Y S T U F F, R I G H T ? !

We can just RCS this problem, right Wil?

R C S , Y E S .

REAL !CUSTOMER!STUFF

companies have two jobs

!41

we are hereInnovation Marketing

New Strategic Framework

A S S E T S . I N C O M E . I N V E S T M E N T.

C L O S E T H E G A P

The gap in digital IQ & business acumen.1

A S S E T !N O U N !! 1 . ! A U S E F U L O R VA L U A B L E T H I N G , P E R S O N , O R Q U A L I T Y.

U S E F U L . VA L U A B L E .

T H I N G .

U S E F U L . VA L U A B L E . P E R S O N .

U S E F U L . VA L U A B L E . Q U A L I T Y.

U S E F U L . VA L U A B L E . Q U A L I T Y.

New York Yankees $228,995,945 Los Angeles Dodgers $216,302,909

Philadelphia $159,578,214 Boston $158,967,286 Detroit $149,046,844

San Francisco $142,180,333 Los Angeles Angels $142,165,250

Texas $127,197,575 Chicago White Sox $124,065,277

Toronto $118,244,039

St. Louis $116,702,085

these things make us successful.

R E V E N U E C O N D U I T

2 We are a profession of keyword or data conduits.

Income!noun!

! 1.!Money that an individual or business receives in exchange for providing a good or

service.

income from assets. How every business grows.

=

$ Payment for goods or services.

$ Cost of goods or services.

-

$ Money to keep or invest.

R A N K I N G S D O N O T E Q U A L R E V E N U E .

they are a significant part of the equation, but just the start. Rankings do not equal revenue.

Traffic Driving Rankings.

Conversions.

Qualified Leads.

BRAND TRAFFIC ONLY.

Revenue.

Before After

NON-BRANDED TRAFFIC.

NO PROOF OF INTEREST. PROOF OF INTEREST.

LITTLE VALUE TO COMPANY.

INCREDIBLE VALUE TO COMPANY.

INVESTMENT MEETS SCRUTINY. INVESTMENT PRAISED.

Measure & Report In SERPS.

Measure & Report Customer Behavior.

Measure & Report On Revenue.

Measure & Report!In SERPS. You are managing an expense.

You are validating opportunity. Measure & Report!Customer Behavior.

You are participating in a!revenue or profit center.

Measure & Report!On Revenue

We are in the wrong business. 3

T H E G E T T I N G C U S T O M E R S B U S I N E S S .

invest!verb!

1.expend money with the expectation of achieving a profit or material result by putting it into financial

schemes, shares, or property, or by using it to develop a commercial venture.

• http://home.earthlink.net/~ralphcooper/pimagz20.htm

skydiving.com/history-of-skydiving.php

E X P E C TA T I O N

Customer. Colleague.

!64

30% of the search engine opportunity is our most valuable customer, how can we make that transaction easier or experience better?

What would it be worth if we answered this question better than anyone else?

Photo by Mark Seliger for TIME

“ T H E R I C H I N V E S T I N T I M E , !

T H E P O O R I N V E S T I N M O N E Y. ”

Warren Buffet

!67

10% of our time is dedicated to our most valuable customer, how can we make that transaction easier or experience better?

What would it be worth if we solved this problem better than anyone else?

T H A N K Y O U D A L L A S , V E RY M U C H . !@derekmabie!derekm@evolvedigitallabs.com