iStrategy London - The future of SEO is Content, Social and PPC Mark Iremonger & Adam Skalak,...
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Search Future = Marketing Future TheFutureOfSEOIsContent,Social&PPC Adam and Mark iCrossing UK November 2012 @iremonger @adamskalak REF: THE INTERNET MAP, RUSLAN ENIKEEV, 2012
description
As the search landscape continues to develop brands need a view of the value SEO can deliver beyond a search ranking. Methods and tactics have moved. How well integrated are you PPC and SEO efforts? Do your social teams talk? Has your brand kept up? Join iCrossing’s Mark Iremonger and Adam Skalak as they paint a picture of the future of SEO – and it's implications for brands and agencies.
Transcript of iStrategy London - The future of SEO is Content, Social and PPC Mark Iremonger & Adam Skalak,...
Search Future = Marketing Future The Future Of SEO Is Content, Social & PPC
Adam and Mark iCrossing UK November 2012 @iremonger @adamskalak
REF: THE INTERNET MAP, RUSLAN ENIKEEV, 2012
twitter.com
wikipedia.org
yahoo.com
blogspot.com
google.com
live.com
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youtube.com
twitter.com
wikipedia.org
A yahoo.com
blogspot.com
google.com
live.com
youtube.com
facebook.com
twitter.com
wikipedia.org
yahoo.com
blogspot.com
google.com
live.com
youtube.com
facebook.com
google.co.uk
twitter.com
wikipedia.org
yahoo.com
blogspot.com
google.com
live.com
youtube.com
facebook.com
bbc.co.uk
ebay.co.uk
amazon.co.uk
google.co.uk
twitter.com
wikipedia.org
yahoo.com
blogspot.com
google.com
live.com
youtube.com
facebook.com
bbc.co.uk
ebay.co.uk
amazon.co.uk
UK TRAVEL CLUSTER
google.co.uk
UK MEDIA CLUSTER
UK FINANCE CLUSTER
UK TRAVEL CLUSTER
CONNECTED BRANDS
Engaged Is there evidence it
engages
customers?
Visible Is it easy to
find?
Useful Is there evidence it
meets customer
needs?
Usable Is it easy to get
things done?
UK MEDIA CLUSTER
UK FINANCE CLUSTER
Priority 1
Visible Is it easy to find?
Is It Easy To Find? A Brief History Of Search
Then Now-ish
Time
90%
4% 3%
Bing
Yahoo!
Ask Jeeves
Other
Source: Hitwise (12 weeks ending Sep 12)
The Dominant Silverback
90% Of all UK Search
Do Great Content. Stop Gaming Me
Amplify
User Signal Significance
In Search Results
Amplify
Social Signal Significance
In Search Results
Stop Link Tactics
Influencing
Search Results
Poor Content
In Search Results
TIME
Do Great Content. Stop Gaming Me
Then Now-ish Next
Time
PUB
CERTAIN
Traditional SEO Pillars
Technical Optimisation
Link Building
Keyword Optimisation
Outcome: Website Visibility Outcome: Keyword Dominance
Outcome: Increased Relevance
Less Influence
More Risk
Impact 1: Unnatural Link Building Is Not Sustainable
Technical Optimisation
Keyword Optimisation
Unnatural Link
Building
More Influence
Impact 2: Two New SEO Pillars
New SEO Pillars
Influencer Engagement
Consumer Engagement
+ New Outcomes:
1. Natural Links
2. Social Signals
3. User Data Signals Technical
Optimisation
Keyword Optimisation
Unnatural Link
Building
Unnatural Link Building
The New Pillars of SEO: Maximise Effectiveness, Minimise Risk
Influencer Engagement
Consumer Engagement
Technical Optimisation
Keyword Optimisation
Unnatural Link Building
The New Pillars of SEO
Influencer Engagement
Consumer Engagement
Technical Optimisation
Keyword Optimisation
Search Future = Marketing Future
How We Deliver
Keyword Groups And Prioritisation
Customer Journey Mapping
Consumer Segmentation
Influencer Intelligence
Performance Measurement
Five Questions To Leave You With
Keyword Groups And Prioritisation
Customer Journey Mapping
Audience Segmentation
Influencer Intelligence
Performance Measurement
1
Do you pursue a one dimensional
generic keyword strategy?
If you are, the gorilla will eventually get you.
Five Questions To Leave You With
Keyword Groups And Prioritisation
Customer Journey Mapping
Audience Segmentation
Influencer Intelligence
Performance Measurement
2
Is Your SEO Programme Too
Conversion Focussed?
If it is, it will become difficult to achieve
good results.
Five Questions To Leave You With
Keyword Groups And Prioritisation
Customer Journey Mapping
Audience Segmentation
Influencer Intelligence
Performance Measurement
3
Do You Use Audience Segments
In Your SEO Programme?
If you do not it will be difficult to sustainably
create the engaging content you will need for
SEO.
Five Questions To Leave You With
Keyword Groups And Prioritisation
Customer Journey Mapping
Audience Segmentation
Influencer Intelligence
Performance Measurement
4
Do You Identify And Build Sustainable
Relationships With Different
Influencer Groups?
Their role in stimulating engagement is
essential.
Five Questions To Leave You With
Keyword Groups And Prioritisation
Customer Journey Mapping
Audience Segmentation
Influencer Intelligence
Performance Measurement
5
Do You Understand How Natural
Search Contributes To Conversion?
Last Click is not a great way to gain insight
into your activity.
Unnatural Link Building
The New Pillars of SEO
Influencer Engagement
Consumer Engagement
Technical Optimisation
Keyword Optimisation
Search Future = Marketing Future
