commit: 6b2ca8a - #414 (2014-03-05 12:54:44 -0500)
Loved this. Recalls Brad Feld's comments on being the CEO of your job. :)
And it illustrates the diversity of SEO work as well as how SEOs think of themselves out there. Are we just masters of a niche domain doing keyword research, link-building and optimizing <title>s ad infinitum or are we, you know, building brands, doing Real Company Sh*t, and transforming our organizations to better serve customers?
If the latter, then you face an uphill battle to win hearts and minds in those organizations because they'll want to put you in the little "SEO" box. But changing perceptions is part of what marketers do and part of what inbound marketers do best.
I think this whole conversation is getting even more confusing (maybe it's just me). Even your last sentence kind of confuses roles
"they'll want to put you in the little "SEO" box. But changing perceptions is part of what marketers do and part of what inbound marketers do best."
You refer to "SEO" box and then say inbound marketers. Does SEO = Inbound Marketer, or is SEO part of Inbound Marketing. I used to have an opinion, but I am not sure I care anymore :) - it's all semantics.
I agree with Rand in that, just deliver results, who cares what your titles says.
To be honest, I think there are so many variables to this conversation, it's impossible to answer. Rand's example are good if you are:
- Working for a smaller brand where you can get involved in a lot of other channels because they don't have specific people looking after these
- You are a respected agency who proves themselves in SEO and begins influencing other channels
But there are large companies that have specific departments for CRO, Social etc. No doubt SEO consultants would end up working in some respects with these people, I doubt they will be leading those channels.
I also think it's totally dependent on the SEO themselves and if they have the skills to work across so many different channels. Some can, some can't.
First I would like to not that Rand is really rocking that Movember beard/stache thing and looks like Wolverine from the X-Men. Secondly I think that SEO's jobs are constantly changing. With Google updating all the time, and the social networks playing into traffic an SEO's job can be vast depending on the size of the company and his team. I agree to look at goals first, but it can be very difficult to determine the line in smaller companies between an "seo" and an "internet marketer"
I wish this video came out a long time ago. Adam is right, SEO's jobs are always changing, but Rand hit it on the head when he said, " If we have to do things that are outside of the classic SEO job description to achieve a goal, we do it." That part of SEO will never change.
I also thing much of the spirit here is "don't be a hammer looking for a nail". You HAVE to approach every client and situation completely fresh and with an open mind. Just because one thing worked well for one site, doesn't mean you can just blindly apply it to the next.
Yeah, but hammer and nail is awesome. Don't you just love it when you can mindlessly repeat something over and over...? ;)
I agree you've got to approach things with a fresh take for each client, but having some kind of framework is awesome. I'm a big fan of seeing what processes we can extract from building something. Inbound for instance...
Rand aced this at SearchLove 2011 in the "You've got 3 hours to do a site review and present it" Head-to-Head. Rand deployed a repeatable framework (http://www.slideshare.net/randfish/a-methodology-for-site-reviews) with simpler ideas, whereas Will offered a less consistent theme of ideas, but instead made specific targeted suggestions. I'd imagine the latter was much harder to come up with in just three hours!
Hammer and nail sucks. Frameworks and processes rule.
This was a much needed video for the industry. Sometimes SEO's get it stuck in their head that all they do is on-page and links. THAT'S IT. The second you start thinking that way, your site(s) will tank. Social media, PR, and SEO are all rolling into one. It's not all about META tags and links. Google is starting to look at EVERYTHING which means a good SEO has a lot of ground to cover.