Bill Hunt President Back Azimuth Consulting Enterprise Centers

Bill Hunt President Back Azimuth Consulting Enterprise Centers of Excellence IBM, P&G, HPE, Absolut @billhunt

3 Takeaways Always Show Them the Money Don’t Be Afraid to Pivot Look Globally

Your only job is to deliver results that “Keeps My Ass Employed” - Amazing Client @billhunt

”KMAE Report” 25% increase in Natural Search Traffic Increased SEO Revenue by 45% Keyword Maximization & Effectiveness Report

Deliver Economic Value Economic value is the amount someone is willing to pay for a good or service that creates value bearing in mind that the money could be spent on something else. @billhunt

Perception of Value Monetary Value Perceived Value the amount actually paid for the service. the perception of the contribution of the service to increase revenue. @billhunt

”Focus on Value Creation” 173% YOY from fixing snippets and indexing errors vs. a 100 page audit report that will take a year to action. @billhunt

”Ensure Goal Completion” Driving traffic for terms that generate the correct action vs. just traffic @billhunt

”Don’t Be Blinded by the Goal” “We fixed most of the errors” by using our XML site maps so don’t need to use HREFLang Builder. @billhunt

”Blinded by the Goal? ” Yes, goal met! Easy when there are NO HREFLang Tags @billhunt

”Forest For the Trees” 90+% of URL’s from Agency created XML files were missing resulting in 95% error rate for HREFLang XML entries @billhunt

”Client Suffers & Agency Fired” @billhunt

” Be Aware of XML/Crawl Gaps” Source: Oncrawl’s Structure vs. Site Map Report @billhunt

”Focus on Value Creation” @billhunt

Deliver Performance • Ensure you are always moving the needle for your projects • Start with the goals and work backwards to fix opportunities @billhunt

Team Augmentation ”Using the skills your team has for services other than what you do, to support clients” - Bill Hunt @billhunt

Augmenting Clients • See if clients can use your team to fill in for Dev. Ops • You understand their workflow and systems • Use flexible Scope of Work – money already allocated • Advantage of Net 60 payments vs. bi-weekly payroll @billhunt

Help Me Help You • SEO Firm with Dev. Ops and AEM experience were able to generate $150 k in billings for their developers to help a client keep site up that furloughed most of their dev team. @billhunt

Help Me Help You • SEO Consultant given $100 k project helping Dev. Ops migrate 5 sites to new CMS then test and deploy during closure @billhunt

Pivoting ”A Change in Strategy without a Change in Vision” - Eric Ries @billhunt

Challenges with our Model DIY – 1 to 4 hours of support just to get going but thought it should be part of software license. Agency – Typically wanted a quick and low-cost solution to check the box for a client, often single use vs. ongoing contract, no budget to fix errors or did not want to showcase errors. Internal Dev Teams – Wanted to “build a solution” vs. using external tools needed problem to exist to justify build. @billhunt

Pivot: Move to Direct Full Service Question: Where do we do our best work? Go direct to Global Ecommerce Managers of large global sites Cross-Domain hosting solved many of the barriers Implemented in 1/10 th time of DIY/Agency 10 to 30 x revenue over agency or DIY @billhunt

Career Pivot ”Using Big Data to Capture $1 Trillion in Missed Opportunity through exports” - My Graduate School Thesis - @billhunt

Global Opportunity • Less than 1% US companies export • 73% of Small Business not aware • $81 Billion in untapped opportunity • 900, 000 new jobs @billhunt

Current State • Company must “want to export” • Have a target destination • Attend outdated seminars • Use Search Marketing and GSC Data to target companies @billhunt

Lack of Education & Solutions • No rank tool flags incorrectly ranking country • 50% of 10+ language sites don’t have HREFLang • Forms and contact information for US only @billhunt

Solution Use data mining to “find” companies that should be exporting and guide them to success Originally presented in 1994 in B-School Thesis @billhunt

3 Takeaways Always Show Them the Money Don’t Be Afraid to Pivot Look Globally

@billhunt