DON’T BE RIDICULOUSTEACHING SEO TO
NON-SEOs* *When they couldn’t care less By Ian Lurie For Seattle Search Network

@IanLurie Me Founder/Former CEO of
Portent Nerd/programmer/writer/gamer Love marketing, SEO, cycling, Dungeons & Dragons

@IanLurie Nowaconsultant Livingaglamorouslifeofleisure OFFICE &
CRAFT AREA BIKE SHOP GYM

@IanLurie
The Problem

@IanLurie
Theywantinter-teamSEOtraining.
Sweet!Thisismybigchance!!!!

@IanLurie HowIlookwhenIwalkintothe conferenceroom. I’m here
to teach you the beautiful poetry that is SEO.

@IanLurie HowIstart. Business case available
resources opportunity gap etc. etc. etc.

@IanLurie HowIend. Title tags, descriptions,
structured data, NLP, machine learning, links, architecture

@IanLurie Whattheyhear. cost effort complexity
annoyance snake oil blah blah blah blah

@IanLurie
Iusedthesametrainingforevery
team.Theyrespondedthesameway.

@IanLurie Hey thanks that was
great. We’ll get right on it.* *Whatever the hell “it” is…

@IanLurie
Ihadanepiphany.Expectingthe
entirecompanytoattendtraining,
writeitdownandcommitto
executionthen&thereisridiculous.

@IanLurie
Training Is Marketing

@IanLurie Trainingismarketing I should treat
training the same way i treat all other content.

@IanLurie Audienceawareness,greatcontent, andsmartdeliverywillwintheday Yes, that’s
an Oxford comma. Phbbbt.

@IanLurie
Setting Expectations

People you invite.

People who attend

The converts

@IanLurie
Trainingismarketing.
Theseconvertsareyourmarketingteam.

@IanLurie
Target The Audience

@IanLurie
Ialwaysdeliveredthesame
trainingtoeveryteam.
that’s ridiculous.

@IanLurie Createcontentthattargets eachaudience. that makes
sense.

@IanLurie Nerdosity: Howdeepyoudrillinto searchenginesandtechnology Examples:
What’sright,what’swrong, bestpractices Data: Performance,opportunitygap, businessimpact

@IanLurie Other marketers andcreative nerds
wanttoknowhowSEO: Worksatahighlevel Canhelpthemgetresults Mayimpacttheirday-to-day Snappy dressers. Know how to party. Deep thinkers. Remember everything.

@IanLurie
Nerdosity Examples Data

@IanLurie “Titletagsstillmatteralot.” “Don’tmessupyourcopy.Optimize afteryouwriteit.” “Here’showthathubyoubuilthelped
usrank!” “Yes,Iknowwesellathleticfootwear. Pleasecallthemrunningshoes.” Snappy dressers. Know how to party. Deep thinkers. Remember everything.

@IanLurie Developers, specialists, analysts andtechnicians
wanttohowSEO: Really,trulyworks Mayimpacttheirday-to-day Interactswithtechnology Clever. Good with tools. Don’t get out much.

@IanLurie
Nerdosity Examples Data

@IanLurie “Googlebotworkslikethis.” “Movingtosubfoldersboostedour traffic75%!” “Javascriptsucks,butyoucanmitigate
thesuckagebyusingprerendering. Herearethreeexamples.” Clever. Good with tools. Don’t get out much.

@IanLurie Management wantstoknowhow: SEOcangrowthebusiness Howthecompetitionisdoing
Howmuchitwillcost Always planning for the future. Stressed out. Organized. Careful.

@IanLurie
Nerdosity Examples Data

@IanLurie “Ourshareofvoiceisonly10%.Ifwecan getto12%,we’llgain10,000visitors.” “Lastyear,theteammadethisone changeandincreasedshareofvoice
10%.” Ourcompetitorshave20%shareof voiceforthesephrases. Clever. Good with tools. Don’t get out much.

@IanLurie Never,ever,everbelievethis. Findoutwhat“advanced”means. we want
the advanced course.

@IanLurie
Duringlivetraining,alwayshaveasafeword:“Interesting”

@IanLurie
Deliver All The Time

@IanLurie Ialwaysassumedeveryonecould attendatrainingsession,thatthey’re payingattention,andthatthey’ll rememberthatoneemailIsent.
that’s ridiculous.

@IanLurie Ensurepeoplecanalwaysaccess andconsumeyourcontent. Maybe i
have another meeting. Or my cat gets angry at the dog and pees everywhere so i get distracted.

Too large to fit in
microwave.

@IanLurie
Ilovetolookatfancy-schmancy
learningmanagementsystems.
that’s ridiculous.

@IanLurie Nomatterwhattoolyou choose,halftheorganizationwill hateit. So
use what you have.

@IanLurie Write + Organize +
Ping

@IanLurie Video/Doc/Deck/Etc. + Google Docs
+ Email

@IanLurie Simple list of links
Note updates Always solicit questions I like to organize by audience Ping via email Send regularly

@IanLurie Keep it simple Note
updates Use headings Organize by audience Build a library!

@IanLurie NoallowedtouseGoogleDocs? Emailalisteveryweek.Usethe companyknowledgebase.Use theticketingsystem…
get creative.

@IanLurie
Q&A?Getfancywithan
integratedSlackknowledge
baselikeTettra

@IanLurie
Everythingendsupina
document!

@IanLurie Hey,that’ssomeone else’scontent?!!!! Follow the
rules and it’s perfectly OK.

@IanLurie
Nameversions.

@IanLurie
Organizeit
(Anystoragewilldo)

@IanLurie
Create Quality Content

@IanLurie
Ialwaystriedtocreategorgeous,
award-winningtrainingcontent.
that’s ridiculous.

@IanLurie Qualitymeanscomplete,usable, andup-to-date. that makes
sense.

@IanLurie
Please,Ibegyou…
No new tools.

@IanLurie Usewhatyouhave. pdfs. Google Docs.
Word Docs. Whatever.

@IanLurie
Word/GoogleDocsarefine

@IanLurie
HTMLisgreat.

@IanLurie
Ifyouuseslides,thoroughlyannotate
orincludeanotesview.

@IanLurie Howaboutplaintext? UseMarkdown. Plain text?
Use Markdown and convert to PDF, Google Doc, Word Doc... http://bit.ly/2OG5GQX

@IanLurie
Recordin-persontraining!
(Video’seasy,butnotrequired)

@IanLurie Recordeverything! Screencaptureisreallyeasy Screencapture is
a cinch. I use Screenflow.

@IanLurie
Repurposevideo!
Transcribe,edit,publishwithimages
(Moz’sWhiteboardFridayisthegoldstandard)

@IanLurie
TryZapier+Trint+Zoomtoautomatetheprocess.

@IanLurie Randompetpeeve: Pleaselearntocreate andannotatescreen capturesonaRetinaor
HiDPIdisplay. Snagitisagreattool.

@IanLurie
Todoallthis,you’dneed
approximately30hours/week.
that’s ridiculous.

@IanLurie
Startwiththesimplestformat.
that makes sense.

@IanLurie Alwaysanswer. Better an ugly
answer than no answer at all.

@IanLurie Createsmallchunks. No matter how
long the session or how detailed the walkthru, break it up into lots of separate, connected, smaller chunks of information. It’s easier to edit and consume.

@IanLurie
Alwaysturnanswers
intocontent.

@IanLurie
Repurposethebiggesttitles.
that makes sense.

@IanLurie
Oh yeah: Use analytics.

@IanLurie
Sharepoint,GoogleDocs,
emailopens…

@IanLurie
Who has time?!

@IanLurie
Ialwaystriedtoexecute100%of
theserecommendations.
that’s ridiculous.

@IanLurie Set Priorities 1. Complete
2. AllTheTime 3. Beautiful that makes sense.

@IanLurie
Treattrainingasmarketing.

@IanLurie
Lookforconverts.

@IanLurie
Targettheaudience.

@IanLurie
Deliverallthetime.

@IanLurie
Createqualitycontent.

Nice vest Slides: https://bit.ly/seo-train Ian
Lurie ian@ianlurie.com @ianlurie