Boost Capybara Kingdom with Weekly Video Series
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This document discusses how to take an SEO leadership role through frictionless clarity. It recommends knowing key metrics like visitors, revenue, and goals to establish context. It also stresses the importance of clear communication to maintain focus on goals and avoid unnecessary questions. Examples show how lack of clarity can shorten attention spans and frustrate stakeholders. The document advocates removing friction by learning thoroughly, avoiding round trips, minimizing mistakes, and thinking through options rather than always testing. The overall message is that SEO leadership requires frictionless clarity established through knowledge, communication, and removal of obstacles.
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Boost Capybara Kingdom with Weekly Video Series
- 1. SEO LEADERSHIP THROUGH FRICTIONLESS CLARITY WHY THE HELL NOT?!
- 4. @portentint Examples and exploding heads portrayed in this presentation are based on an aggregation of actual events. I smushed them together. Names have been changed to protect the innocent. I am not talking about you. Really. Honest. I’m not.
- 5. @portentint If you get fired, it is not my fault.
- 6. @portentint This story has a happy ending.
- 8. @portentint HERE’S THE THING AW YEAHHH WE GOT THE GOOD IDEAS WE’RE GONNA KICK SOME ASS
- 10. @portentint “Start producing good content.” “What’s the impact?” “You’ll build authori & brand.” “We’ll need to test that.”
- 11. @portentint “Fix all of your broken incoming links.” “What’s the impact?” “You’ll reclaim all this link juice.” “I’ll need to run this by my IT team.”
- 12. @portentint “Tweak your site architecture like this…” “No, we can’t do that. Can we just skip to the next thing?” From @gfiorelli1
- 13. @portentint “Please let us know when you change anything.” “Anything?” “It’s really, really important.” “It’s not up to us, but I’ll ask.” From @LocalSEOGuide
- 14. @portentint “Fix these on-page issues.” “[NAME HERE] tells me it’s not necessary.” “Sorry, but it’s really imporatnt.” “We’ll have to agree to disagree on that...” “I…” (partly) from @ShahMenz
- 16. @portentint One time, I kinda lost it.
- 17. Part 1: In which you learn from my mistakes.
- 18. I was puzzled
- 19. Our job: Move towards the goal
- 20. Their job: Move towards the goal
- 21. why won't you take my good advice?
- 22. @portentint he wants us to change the nav?! OMG he's so cute and innocent i could just hug him.
- 23. @portentint
- 25. @portentint
- 26. fix this thing and we'll do better. trust me. HOW YOU THINK YOU LOOK
- 27. @portentint fix this thing and we'll do better. trust me. HOW YOU REALLY LOOK
- 28. You bring risk, effort & ambigui
- 29. In that context, their first question is…
- 30. “Why should we?”
- 31. Once that question is asked…
- 32. …you’re scrambling, chasing the question, trying to answer it, losing focus on the goals
- 34. @portentint WE are asked to LEAD But we’re not in charge
- 35. “BECAUSE I’M RIGHT” WILL NEVER WORK IF YOU’RE NOT IN CHARGE,
- 36. BECAUSE I SAID SO IS NOT LEADERSHIP IT’S NOT THEM, IT’S US
- 37. Part 2: In which we sometimes fix it
- 38. We have to crush ‘why should we’
- 39. And replace it with…
- 40. Why the hell not?!!!!
- 41. @portentint “Please let us know of upcoming changes to architecture/server setup.” “OK, how oſten.” “Daily updates would be great.” “Our internal process is weekly.” “That works.” “Great, we’ll get that set up.”
- 43. @portentint “We need to consolidate these 3 links.” “Why?” “It’ll help channel authori”. “Done.”
- 45. @portentint “You need a content strategy.” “Can’t do that.” “How about if we try one longform piece?” “Go for it.”
- 47. We got to ‘why not’
- 48. To get to why not, know the numbers and establish frictionless clari
- 49. @portentint Frictionless: In comparison to other options, requiring almost no effort
- 50. @portentint Clari: Easy to understand the action, how to do it and what it’ll require
- 51. @portentint “Please let us know of upcoming changes to architecture/server setup.” “OK, how oſten.” “Daily updates would be great.” “Our internal process is weekly.” “That works.” “Great, we’ll get that set up.” Frictionless Clari Nirvana
- 52. Part 2: In which I share my retirement plan (and the three steps to get to why not)
- 53. Capybara Kingdom how could you not love this face?
- 54. Capybara Kingdom Petting Zoo Season Tickets RecipesEvents Welcome to Capybara Kingdom! We’re the world’s first capybara preserve and zoo. Come take in the spectacle of the world’s largest rodents as they cavort and frolic in our best imitation of their native habitat. We have a capybara petting zoo, capybara events, capybara information and yes, weekly capybara adoptions. For more informations, please lick here All capybara, all the time!!! Season passes for only $50!!!! 10 things you didn’t know about capybara New therapy capybara program launches Seriously, if you want to learn about Capybara, try this link Escape rumors completely false
- 55. You’re hired
- 56. @portentint HERE’S THE THING AW YEAHHH WE GOT THE GOOD IDEAS WE’RE GONNA KICK SOME ASS
- 57. @portentint “Start producing good content.” “What’s the impact?” “You’ll build authori & improve engagement.” “What will that change?” “You may rank higher.” “How much higher?” “I can’t be sure.” “We’ll need to test that.”
- 59. “Why should we?”
- 60. Time to get to why not
- 62. No numbers gets you here
- 67. @portentint visitors revenue conversion rate micro conversions current ad spend(s) Things to know
- 68. @portentint visitors revenue conversion rate micro conversions current ad spend(s) labor costs Things to know
- 69. “Ian slow w/ maths”
- 72. @portentint 5% conversion rate no micro-conversions avg order = $10 Things to know
- 73. @portentint $50k/year on Adwords 1% conversion rate $2000 in sales Things to know
- 74. @portentint Something else you need
- 81. CREATE CLARITY
- 82. @portentint LACK OF CLARITY SHORTENS ATTENTION SPAN
- 83. @portentint “I think you should produce good content.” “You’ll build authori & improve engagement.” “You may rank higher.” “I can’t be sure.” Aention Span: Your Mom
- 84. @portentint “I think you should produce good content.” “You’ll build authori & improve engagement.” “You may rank higher.” “I can’t be sure.” Aention Span: Your Dad
- 85. @portentint “I think you should produce good content.” “You’ll build authori & improve engagement.” “You may rank higher.” “I can’t be sure.” Aention Span: Your Dog
- 86. @portentint “I think you should produce good content.” “You’ll build authori & improve engagement.” “You may rank higher.” “I can’t be sure.” Aention Span: Yourself
- 87. @portentint “I think you should produce good content.” “You’ll build authori & improve engagement.” “You may rank higher.” “I can’t be sure.” Aention Span: Your Client
- 88. @portentint LACK OF CLARITY HIDES THE DESIRED OUTCOME
- 89. @portentint LACK OF CLARITY MAKES RESOURCING IMPOSSIBLE
- 90. @portentint LACK OF CLARITY FRUSTRATES STAKEHOLDERS
- 91. @portentint Lack of clari brings back the Question Of Doom
- 93. @portentint Clari comes from context
- 95. @portentint we need to add 10,000 visitors OR double conversion rate OR do a lile bit of both
- 101. @portentint Hmmm. Videos get a lot of aention. I wonder if we could add 10,000 visitors that way? Or do the equivalent?
- 102. @portentint If we could get 12,000 views on our video channel, and we could get 120 of those to become season ticket holders, that’ll sure help us hit our goals.
- 103. Why not try it?!!!
- 104. @portentint Clari = A well-defined action
- 105. @portentint “You should produce good content.” “Create a weekly, 10-20 second video recorded using a cell phone, posted to the Capybara Kingdom YouTube channel”
- 106. Why not do it?!!!
- 108. @portentint “Since the Panda update thin content’s really been a problem. Google’s trying to incorporate more human factors into content. We need to build out substantial content to balance the thin stuff…..”
- 109. @portentint “Since the Panda update thin content’s really been a problem. Google’s trying to incorporate more human factors into content. We need to build out substantial content to balance the thin stuff…..”
- 110. HEMINGWAY EDITOR
- 111. BLANK SHEET OF PAPER TEST If you showed this to a non-SEO stranger, would they understand it?
- 112. @portentint “Create a weekly cute capybara video.”
- 113. Why not do it?!!!
- 115. @portentint Anyone with a cell phone that records video and relatively steady hands can do it.
- 116. @portentint ahem
- 117. Why not try it?!!!
- 118. @portentint “We want to modi the navigation.” “What do you recommend?” “Something like this.” [shows example]
- 119. Cool tool: Skitch
- 120. Why not?!!!
- 121. @portentint “We need to speed up your site.” “What’s slowing it down?” “These images and this script. I can get you the faster versions today.”
- 122. Why not fix it?!!!
- 124. @portentint “Let’s get armadillos into the next video.” “I told you last month: Capybara eat armadillos.”
- 125. Cool tool: Gmail
- 126. Cool tool: Evernote
- 128. Cool tool: PM soſtware (really)
- 129. CREATE CLARITY
- 130. REMOVE FRICTION
- 131. @portentint Friction is about perspective
- 133. @portentint “Create a weekly cute capybara video.” “Why?” “All of these people ask questions about them.” “What will that change?” “You’ll get aention and links…” “Interesting. What will it take?” “Let me check on that.” “Go for it.” doomed
- 134. @portentint “We really need to speed up your site.” “OK, what do we need to do?” “I’ll need to ask the development team.” doomed
- 135. @portentint “Since the escape, we’ve had fewer visits.” “How many?” “I’ll check the data when I get back to the office.” doomed
- 136. @portentint “We want to modi the navigation.” “What do you recommend?” “Let me talk to the team.” doomed
- 137. @portentint we’re working on it let me check that i’m not sure hang on while i look i’ll have that answer for you in a couple days it’s in your inbox i don’t know i thought you’d know here are the 25 ways we could do it i have no freaking idea heh i know, but it’d be beer if you figured it out for yourself hmmm squirrel! let me see if fran’s available to answer that
- 138. @portentint we’re working on it let me check that i’m not sure hang on while i look i’ll have that answer for you in a couple days it’s in your inbox i don’t know i thought you’d know here are the 25 ways we could do it i have no freaking idea heh i know, but it’d be beer if you figured it out for yourself hmmm squirrel! let me see if fran’s available
- 139. Round trips waste time
- 140. Round trips cause decisions in a vacuum
- 141. Round trips create friction
- 142. @portentint To reduce round trips, learn the @#)($* out of everything
- 144. INFLUENCE
- 145. GETTING NAKED (NO, NOT THAT WAY)
- 146. TREEHOUSE.COM
- 147. KHAN ACADEMY
- 148. STACK EXCHANGE
- 149. QUORA
- 150. @portentint pick one social network. learn to use it as a marketing tool, top to boom. move on.
- 151. @portentint Must have: Knowledge base (info at your fingertips)
- 152. EVERNOTEEvernote
- 153. PLAIN TEXTPlain text
- 154. Cool tool: Confluence Questions
- 155. @portentint what is the…? where are the…? how do I…? who do I ask for…? who is…? what if…? can I…?
- 156. Get ‘seed’ questions from Quora
- 161. Every mistake erodes trust and creates friction
- 162. USE THIS
- 163. Cool tool: Grammarly
- 167. @portentint
- 168. @portentint
- 169. @portentint WHAT HAPPENS IF WE PUT ALL OUR CONTENT BEHIND A LOGIN WALL?
- 170. @portentint WHAT HAPPENS IF WE HAVE 19,523 DUPLICATE PAGES?
- 171. @portentint Must have: The knowledge
- 172. @portentint CRO: See what’s already been tested Cool resource: WhichTestWon
- 173. @portentint Drag race your site Cool resource: Webpagetest.org
- 175. Why not fix it?!!!
- 176. @portentint Know the relative cost/benefits
- 177. Make it a no-brainer
- 178. @portentint It’ll require about 1 hour per week.
- 179. @portentint You already have someone training the animals. Just have them do a 30-second recording every day.
- 180. @portentint 1 video = 1 hour of work $50/hour $50/video
- 181. @portentint If the video generates 100 visits to the site in its lifetime we get a measurable 1:1 ROI
- 182. @portentint If the video generates 5 orders to the site in its lifetime we get a measurable 1:1 ROI
- 183. @portentint Adwords budget = $50,000/year 20,000 clicks 1% conversion rate 200 orders @ $10/order $2,000 …
- 184. @portentint 6-month Cat Fancy ad = $25,000 ??? calls ??? conversion rate …
- 185. @portentint Seing up compression = .5s faster load time = 4 hours’ work = $400
- 186. @portentint Seing up compression 25% faster load time 40 orders = 1:1 ROI
- 188. Relatively low cost/clear benefit reduces friction
- 189. Why not try it?!!!
- 190. FRICTIONLESS
- 191. We have clear actions that are relatively low-cost, high-benefit
- 192. This is no longer ambiguous risk.
- 193. It’s a set of actions to which we all say…
- 194. @portentint why not! why not! why not!
- 195. @portentint thanks for the help. ian's happy. we're happy. time to return to our vats for regeneration.
- 196. fix this thing and we'll do better. trust me. HOW YOU LOOK
- 197. What about strategy?
- 198. Strategy only maers if you execute on it.
- 199. Our advice only maers if $#!! gets done.
- 200. You validate a strategy by implementing it.
- 201. SEOs are leaders who aren’t in charge
- 202. SEOs must get to why not
- 203. Know the numbers
- 205. @portentint WE’RE ALL ON THE SAME TEAM
- 206. most clients won’t get to why not
- 207. that’s ok. we still love them.
- 208. be brave.
- 209. ‘why not’ always helps