SEO is alive and well but DKM is taking over. Learn how the two work together to make every sale.
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- Owns 160 domains
- His parents ran a small motel so he understands being an entrepreneur
- Focus on the customer's actions and intentions
- "Customer Journey"
- Focus on discovering their needs and what they do at the moment of need
- This is the strategy
- Everything else is tactical and supports the strategy
- Early SEO work took advantage of holes in the search engines
- Personalized, actual answers that are contextually relevant is what SEO is now
- Keywords and keyword phrases are not how we speak
- Voice search is growing in importance
- The nouns and verbs of just five years ago need to be listed as a question on your site
- Get more reviews
- Third party, independent validation is critical
- Parents don't matter
- Surprise my friends
- Search engines want users to be satisfied
- Other concerns
- Digital knowledge management—DKM. Curate your digital assets.
- Load speed
- Responsive
- Security
- SEO has become more of a tactic rather than a strategy so get good at DKM.
- SEO has become commoditized
- The next generation is more complex
- Structured data
- Load speed
- Etc.
- Consumer brand loyalty is dying
- Millennials and GenZ
- Will trade brand for price
- So prove your value when the consumer is making a decision a few times, then they'll trust you.
- Voice search is growing in importance
- Using voice builds a stronger connection in our brain
- Amazon's Echo Dot was the top-selling item this past Christmas
- You need to do the technical work to be the featured snippet
- Structured data is a language that allows you to wrap key information correctly on your site
- Facebook has Open Graph
- This tells search engines you are real
- This is manageable for the small business
- Install some plugins and get your stuff marked up properly
- Smaller companies can move faster
- The future for SEO is bright
- AMP is accelerated mobile pages
- Most websites are "heavy"
- AMP creates a more lightweight code base so pages load faster and the visitors have a better experience
- Check your page load speeds weekly
- Compare your page load speeds to your competitors monthly
- Pick up a paper and pen and write out in detail what you believe your Customer's Journey looks like
- Map out the decisions they must make to find you and buy from you
- Organize some focus groups and find out if you're even in the ballpark with your offering
- Take the Alexa app on your smartphone and say "Hey Alexa, let's chat."
- Learn what the future of engagement looks like
- It will go on forever
- You will get creatively engaged in thinking
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