What is it you do again?
It’s a question every SEO has already established to answer at some point, whether to your family members over the holidays or even to the developer who will eventually implement your suggestions. If you don’t have a good elevator pitch for describing your task, this is the Whiteboard Friday for you! Figure out how to craft a concise, succinct explanation of life as an SEO with no jargon, policing, or acting just like a superhero.
Hey guys, welcome to this particular week’s edition of Whiteboard Fri. My name is Kameron Jenkins, and I function here at Moz. Today we’re going to end up being talking about creating an SEO elevator pitch, what is it, why we need 1, and what kind of prompted this entire idea for an SEO elevator presentation.
So essentially, a few weeks ago, I was on Twitter and am saw John Mueller. He messaged, “Hey, I meet with a lot of designers, and a lot of times they don’t really know what SEOs do. ” He was sincerely asking. He was asking, “Hey, SEO community, how do you describe what you are? ” I’m scrolling through, plus I’m seeing a lot of different answers, and all sorts of them I’m resonating with.
They’re all things that I could possibly say myself. But it’s simply interesting how many different answers there was to the question, “What do SEOs do and what value do they offer? ” So I kind of thought to me personally, “Why is that? Why do we now have so many different explanations for what SEARCH ENGINE OPTIMIZATION is and what we do? inch So I thought about it, and I thought that all it might be a good idea for myself and perhaps other SEOs if you don’t already have a good elevator pitch ready.
What is an SEO elevator frequency?
Now, if you’re unfamiliar with the concept of an elevator pitch, it’s actual basically — I have a definition right here — a succinct and convincing speech that communicates your unique worth as an SEO. It’s called a good elevator pitch essentially because it ought to take about the length of time it takes in order to ride the elevator with somebody. So you want to be able to quickly plus concisely answer someone’s question if they ask you, “Oh, SEO, what exactly is that? I think I’ve heard of that will before. What do you do? ”
Why is this so hard?
So let’s dive right within. So I mentioned, in the beginning, how there are several different answers to this “what would you say you do here” type query. I think it’s hard to kind of create a concise explanation for a few different factors. So I wanted to dive into that the little bit first.
one Lots of specialties within SEO
So number one, there are lots of expertise within SEO.
Since the industry has advanced over the last 2 plus decades, it has become really diverse, and there are lots of different aspects in SEO. I found myself upon quite a rabbit trail. I was upon LinkedIn and I was kind of searching SEO job descriptions. I wanted to find out basically: What is it that people are looking for within an SEO?
How do they will describe it? What are the characteristics? Therefore basically, I found a lot of different things, yet I found a few themes that surfaced. So there are your content-focused SEOs, and those are people that are your own keyword research aficionados. There are the folks that write search engine optimized happy to drive traffic to your website. You have your own link builders, people that focus nearly exclusively on that.
You have your local SEOs, and you have your own analysts. You have your tech SEOs, people that either work on a dev team or closely with a dev team. So I think that’s alright though. There are lots of different facets inside SEO, and I think that’s awesome. That is certainly, to me, a sign of maturity within our industry. So when there are a lot of different expertise within SEO, I think it’s correct and good for all of our elevator pitches to differ.
If you have a specialty within SEO, it could be different. It should kind of cater towards the unique brand of SEO that you do, which is okay.
2 . Various audiences
Number 2, there are different audiences. We’re not at all times going to be talking to the same type of person. So maybe you’re speaking with your boss or a client. In my opinion, those are more revenue-focused conversations.
They want to know: What’s the cost of what you do? How does it affect our bottom line? How does it help me operate my business and stay afloat and stay profitable? If you’re speaking with a developer, that’s going to be a somewhat different conversation. So I think that it is okay if we kind of tweak our own elevator pitch to make it a little bit more palatable for the people that we’re talking to.
3. Algorithm maturity
Three, why this is difficult is there’s been, obviously, a lot of modifications all the time in the algorithm, and as this matures, it’s going to look like the SEO’s job is completely different than last year simply because the algorithm keeps maturing and yes it looks like our jobs are altering all the time. So I think that’s an actuality that we have to live with, but We still think it’s important, even though points are changing all the time, to have a primary kind of pitch that we give individuals when they ask us what it is all of us do.
So essential it’s hard. That’s what your own elevator pitch is.
My elevator pitch: SEO can be marketing, with search engines
Then, by way of example, I thought I’d just give a person my SEO elevator pitch. Probably it will spark your creativity. Probably it will give you some ideas. Maybe you already have 1, and that’s okay. But the point is not really to use mine.
The thing is essentially to kind of take a person through what mine looks like, ideally get your creative juices flowing, and you may create your own. So let’s jump right into my pitch.
So my pitch is SEARCH ENGINE OPTIMIZATION is marketing, just with search engines like google. So we have the funnel here — awareness, consideration, and decision.
Awareness: Rank and bring in clicks for informational queries.
First of all, I think it’s important to remember that SEO can help you rank and catch the attention of clicks for informational queries.
Consideration: Rank and attract ticks for evaluation queries.
So when your audience is looking for information, they want to solve their discomfort points, they’re not ready to purchase, they’re just searching, we’re conference them there with content that will brings them to the site, informs all of them, and now they’re familiar with our brand name. Those are great assisted conversions. Position and attract clicks for assessment queries. When your audience is beginning to compare their options, you want to be generally there. You want to meet them there, and can do that with SEO.
Decision: Rank, attract ticks, and promote conversion for bottom-funnel queries
At the choice phase, you can rank and get clicks and kind of promote conversion rate for bottom of funnel concerns. When people are in their “I wish to buy” stage, SEO can fulfill them there. So I think you have to realize that SEO isn’t kind of like an expense center and not a profit center. A possibility like a bottom of funnel factor. I’ve heard that in a large amount of places, and I think it’s just necessary to kind of draw attention to the fact that SEARCH ENGINE OPTIMIZATION is integrated throughout your advertising funnel. It’s not relegated to one phase or another.
But just how?
We talked about position and attract clicks and advertise conversions. But how do we accomplish that? That’s the what it does.
But how do we do it? Which means this is how I explain it. I believe really, for me, there are two edges to the SEO’s coin. We have traveling, and we have supporting.
1 . Driving
Etc the driving side, I would state something like this. When someone queries a phrase or a keyword online, I make sure the business’ website comes up in the non-ad results. That’s essential because a lot of people are like, “Oh, do you bid on keywords? ”
We’re like, “No, simply no, that’s PPC. ” So I consistently just throw in “non-ad” because individuals understand that. So I do that through content material that answers people’s questions, hyperlinks that help search engines find the content and show signs of authority plus popularity of my content, plus accessibility. So that’s kind of your own technical foundation.
You making sure that your website is crawlable and it also that it’s index the way that you want this to be indexed. When people get there, functions. It works on mobile and on desktop computer. It’s fast. So I think they are really the three big pillars associated with driving SEO — content, hyperlinks, and making sure your website is officially sound. So that’s how I explain the driving, the proactive aspect of SEO.
second . Supporting
Then 2, we have supporting, and I think this is type of an underrated or maybe it’s often viewed as kind of an interruption to our work.
But I think you have to actually call it what it is. It’s a large part of what we do. So I believe we should embrace it as SEOs.
A. Be the Search engines Magic 8-ball
For just one, we can serve as the Google Miracle 8-Ball. When people come to us within our organization and they say, “Hey, I’ll make this change, or I’m thinking of making this change. Is this going to do well or bad for SEO? ”
I think it’s great that individuals are asking that question. Continually be available and always make yourself prepared to answer those types of questions for individuals. So I think on the reactionary aspect we can be that kind of person who helps guide people and determine what is going to affect your organic search existence.
B. Assist advertising
Two, we can support marketing. So on this side from the coin, we’re driving.
We can drive our own marketing techniques. As SEOs, we can see how SEARCH ENGINE OPTIMIZATION can drive all phases from the funnel. But I think it’s important to remember that we’re not the only people within our organization. Often SEOs maybe imply even live in the marketing division. Maybe they do and they report to the marketing lead. There are other initiatives that the marketing lead could be investigating.
Maybe they say, “Hey, we now have just done some market research, plus here’s this plan. ” It could be our job as SEOs to just take that plan, take that strategy and translate it into something digital. I think that’s a really important value that SEOs can add. We can actually assist marketing as well as drive our very own efforts.
C. Fix mistakes
Then number 3 here, I know this is another one that kind of makes people cringe, but we are here to fix mistakes once they happen and train people so they don’t happen again. So maybe we come in on a Monday morning and we’re ready to face the week, and we note that traffic has taken a nosedive or something. We go, “Oh, no, ” and we dive in.
We try to see what happened. But I think that’s really important. It’s our job or it’s part of our job to kind of dive in, diagnose what happened, and not only that but support and be there to help fix it or guide the fixes, and then train and educate and make sure that people know what it is that happened and how it shouldn’t happen again.
You’re there to simply help train them and guide them. I think that’s another really important way that we can support as SEOs. So that’s essentially how I identify it.
3 tricks of coming up with your own pitch
Before I go, I just wanted to note some tips when you’re coming up with your own SEARCH ENGINE OPTIMISATION elevator pitch. I think it’s really crucial to just kind of stay away from certain terms when you’re crafting your own “this will be I do” speech.
Hence the three tips I have are:
1 . Stay away from jargon.
If you’re giving an SEO lift pitch, it’s to people that are not aware what SEO is. So prevent jargon. I know it’s really easy furthermore SEOs. I find myself carrying it out the time. There are things that I don’t believe are jargon.
Even so I take a couple steps and also I realize, oh yeah, that’s not layman’s consideration. So stay away from jargon if at all possible. You just aren’t going to benefit anyone by unclear them.
2 . Retain policing.
It can be trouble-free as SEOs I’ve found and I have found myself in this trap a couple of times whereby we kind of act as these websites visitors cops that are waiting around the corner, of course, if people make a mistake, we’re there if you want to wag our finger at all of.
So avoid each language that makes it sound like the SEOs are just the police waiting to more than a little punish people for wrongdoing. We live there to help fix mistakes, but nevertheless , it’s in a guiding and teaching and supporting, kind of collaborative place and not like a policing type of productive. Number three, I would say is undoubtedly kind of similar, but a little a range of.
3. Avoid Supermanning.
I call associated with Supermanning because it’s the type of code that makes it sound like SEOs are right here to swoop in and perhaps save the day when something goes wrong. We tend to do. We’re superheroes a lot of times. There can be things that happen and thank goodness there was clearly an SEO there to help check and fix that.
But I would avoid any kind of offers that makes it sound like your entire job is to kind of save people. There are many people in your organization that are that smart and talented at them. They probably wouldn’t like it from the made it sound like you were there to help these groups all the time. So I just think that’s is likewise keep in mind. Don’t make it seem like your are the police waiting to wag a person’s finger at them or you are usually the superhero that needs to save every one from their mistakes.
Terribly yeah, that’s my SEO lift pitch. That’s why I think it’s important to acquire one. If you’ve kind of crafted your own SEARCH ENGINE OPTIMIZATION elevator pitch, I would love to see it, and I’m sure it would be great for new SEOs to hear it as well. It is usually great to information share. Therefore , drop that in the comments if you think comfortable doing that. If you don’t have certain, hopefully this helps. So yeah, specifically it for this week’s Whiteboard Thursday, and come back again next week great one.
Thanks, every one of them.
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