What is a Linchpin?

Home / What is a Linchpin?

What is a Linchpin?

I often get asked why I started Linchpin SEO. There are many micro-reasons, but the primary reason, and the core of the Linchpin SEO brand, is to help businesses succeed, and truly put their success before our own bottom line numbers. There is no checkbox for caring about your clients’ success.

Since the release of the book by Seth Godin, Linchpin: Are You Indispensable?, there have been many people defining and redefining what it means to be a linchpin within an organization. Seth’s original definition was, somebody in an organization who is indispensable – who simply cannot be replaced because their role is just far too unique and valuable.

There are many definitions of the word linchpin, but when we refer to it, it’s in a similar context to how Seth describes it.

Our definition of a linchpin is:

Any person who is a vital part of the operational, marketing strategy, or cultural balance within an organization. A linchpin must adhere to, and encompass the ten commandments of the linchpin core, both in and outside of the office.

The Ten Commandments of Being a Linchpin

  1. A linchpin always puts the client first.
  2. A linchpin is transparent with their marketing strategies.
  3. A linchpin is open and honest with clients and team members at all times.
  4. A linchpin is respectful of internal teammates and client teams.
  5. A linchpin has a positive attitude and is fun to work with.
  6. A linchpin positively represents the company when outside of work.
  7. A linchpin gives back more than they take from other team members, and within their community.
  8. A linchpin must be a thought leader and a expert in their marketing field and have a passion for their craft.
  9. A linchpin must have cross discipline experience and have an inherent drive to always learn more.
  10. A linchpin must inherently care about helping others.

Linchpin Theory

There are many pieces of business advice, all trying to help you become a better business person or company. Their are two business theories we like, and thus have built our business upon – “Seth Godin’s Linchpin Theory” and “Simon Sinek’s Start With Why”.

We have written about our belief in Simon Sinek’s idea of Starting with Why when defining your purpose, so we are going to touch a little on Linchpin Theory. Seth’s original theory defined a Linchpin as somebody in an organization who is indispensable – who simply cannot be replaced because their role is just far too unique and valuable. We define linchpin in a similar way, just with a slight marketing slant.

Linchpin theory is about actions over words, and is a mindset, personality, and cultural choice that separates the great leaders and doers, from those who simply talk about becoming great. – Bill Ross, CEO, Linchpin ///

Linchpin Technology

We often get asked which software of technologies we use when auditing websites or building experiences for companies. If you’ve done a search for SEO software, website builders, website CMS or technologies, you’ve probably been overwhelmed with the number of choices.

When searching for, what we call, linchpin technologies to help us do our job, we base our choices on the value that it brings to our client’s primary marketing and business goals, and how well it provides a wholistic approach to each of the strategies and services we provide. We use the following technology partners.

WordPress – This is our core CMS (content management system) we use when building websites.

WPEngine – This is our preferred hosting provider for our website and who we recommend to clients.

Themeforest – This is where we get our design inspiration, and WordPress frameworks.

Screaming Frog SEO Spider – We use this SEO technology to run basic website crawls on our client’s website.

SEMrush – This is our most inclusive linchpin technology. We use for tracking keywords, competitive analysis, and running more inclusive website audits.

WP Bakery Visual Composer – This is our core page builder that we use to create the pages for websites that make it easy for clients to edit. This tool has many add-ons that add additional functionality to meet user needs.

Adobe Photoshop – This is one of our two design tools that we use for creating website mockups and designs.

Adobe Illustrator – This is our other design tool that we use to create logos and vector images, as well as illustrations when doing infographics.

Revolution Slider – When a client needs a slider for their website, we use Slider Revolution.

Moz Local – We exclusively use Moz Local as our local SEO technology partner for managing our clients local SEO campaigns.