10 connections to make in 2014
description
Transcript of 10 connections to make in 2014
![Page 1: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/1.jpg)
10 connections to make in 2014 SEO for brands in 2014 - Linkdex
Mark Williams Natural Search Director – iCrossing UK
20/03/14
![Page 2: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/2.jpg)
1
ATL
BTL
PR .com
Social
Media
Earned Perception & Relationship
Paid Awareness & Reach
Owned Behaviour & Action
Connected SEO
![Page 3: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/3.jpg)
BTL
.com
2
ATL
PR
Social
Media
SEO
Visibility
Connected SEO
![Page 4: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/4.jpg)
3
ATL
BTL
PR .com
Social
Media
SEO
Connected SEO
![Page 5: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/5.jpg)
Connected SEO
4
ATL
BTL
PR .com
Social
Media
SEO
SEO
![Page 6: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/6.jpg)
5
Technical Optimiser
Technical Optimisation
More Influence
Influencer Engagement
Consumer Engagement
+ Unnatural
Link Building
Link Builder Keyword
Optimisation
Content Optimiser
SEO Strategist
![Page 7: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/7.jpg)
The SEO Roles
6
Introducing
Content Optimiser
Technical Optimiser
SEO Strategist
Link Builder
![Page 8: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/8.jpg)
7
Technical Optimiser
Web Developer
1. The Architecture Duo
![Page 9: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/9.jpg)
1. Technical Optimiser & Web Developer The Architecture Duo
Technical Optimiser
Web Developer
Benefit: Keep the site architecture ahead of the competition
![Page 10: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/10.jpg)
9
Technical Optimiser
Usability Expert
2. The Experience Duo
![Page 11: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/11.jpg)
2. Technical Optimiser & Usability Expert The Experience Duo
Technical Optimiser
Usability Expert
Benefit: Ensure the user and therefore the search engine is receiving a great experience
![Page 12: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/12.jpg)
11
Content Optimiser
Paid Search Expert
3. The Keyword Duo
![Page 13: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/13.jpg)
3. Content Optimiser & Paid Search Expert The Keyword Duo
Content Optimiser
Paid Search Expert
Natural Search (SEO)
Paid Search (PPC)
Shared Keyword Research
Keyword Testing Ad Copy & Meta Descriptions
Sitelinks
Efficiencies
Benefit: Maximising the search channel
![Page 14: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/14.jpg)
13
Content Optimiser
Content Editor
4. The Content Duo
![Page 15: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/15.jpg)
4. Content Optimiser & Content Editor The Content Duo
Content Optimiser
Content Editor
Browsing
Short listing
Buying How Much? Offers On?
How to? Benefits of?
What is? How does? Content Editor
Content Optimiser
Benefit: Ensuring SEO is included through the whole purchasing funnel
![Page 16: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/16.jpg)
15
Link Builder
Display Media Buyer
5. The Media Domination Duo
![Page 17: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/17.jpg)
5. Link Builder & Display Media Buyer The Media Domination Duo
Link Builder
Display Media Buyer
Benefit: Obtain media domination on industry websites
Your amazingly hard Earned Media
Com
pet
itors
Pa
id M
edia
Com
pet
itors
Pa
id M
edia
Com
pet
itors
Pa
id
Med
ia
Competitors Paid Media
Opportunity?
Your
Bra
nd’s
Pa
id M
edia
Your
Bra
nd’s
Pa
id M
edia
Your
Bra
nd’s
Pa
id
Med
ia
Your Brand’s Paid Media
![Page 18: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/18.jpg)
17
Link Builder
PR Expert
6. The Influencer Duo
![Page 19: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/19.jpg)
6. Link Builder & PR Expert The Influencer Duo
Link Builder
PR Expert
![Page 20: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/20.jpg)
6. Link Builder & PR Expert The Influencer Duo
Link Builder
PR Expert
Num
ber o
f Inf
luen
cers
Decade 50’s 60’s 70’s 80’s 90’s 00’s 10’s
![Page 21: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/21.jpg)
6. Link Builder & PR Expert The Influencer Duo
Link Builder
PR Expert
Who should contact an influencer?
Brand owner to mediate
![Page 22: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/22.jpg)
6. Link Builder & PR Expert The Influencer Duo
Link Builder
PR Expert
The best person to contact an influencer is
the one who has the existing relationship
Benefit: Ensuring maximum influencer engagement
![Page 23: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/23.jpg)
22
Link Builder
Paid Social Buyer
7. The Promotion Duo
![Page 24: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/24.jpg)
7. Link Builder & Paid Social Expert The Promotion Duo
Link Builder
Paid Social Buyer
Outreach Promotion
Paid Social Promotion Benefit: Maximise new consumer engagement
![Page 25: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/25.jpg)
24
Link Builder
eCRM Expert
8. The Amplification Duo
![Page 26: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/26.jpg)
8. Link Builder & eCRM Expert The Amplification Duo
Link Builder
eCRM Expert
Outreach Promotion
eCRM Promotion Benefit: Maximise existing consumer engagement
![Page 27: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/27.jpg)
26
SEO Strategist
Data Analyst
9. The Audience Duo
![Page 28: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/28.jpg)
9. SEO Strategist & Data Analyst The Audience Duo
SEO Strategist
Data Analyst
Who are your consumers?
Who are they influenced by?
What are their interests?
What steps do they take during the
purchase funnel? Which websites are
they reading? Which consumers are over or under
indexing?
What type of content gets the
most engagement?
Which competitors have gained SEO
market share?
Why have competitors gained SEO market share?
The Questions:
![Page 29: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/29.jpg)
9. SEO Strategist & Data Analyst The Audience Duo
SEO Strategist
Data Analyst The Outcomes:
Targeted Consumer Focus
Targeted Influencer Focus
Engaging Content Competitive Advantage
Benefit: Ensure we understand the audience behind an SEO campaign
![Page 30: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/30.jpg)
29
SEO Strategist
10. Planning
Table
The Campaign Team
![Page 31: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/31.jpg)
The Campaign Team 10. SEO Strategist & The Planning Table
SEO Strategist
Planning Table
Get involved Know when not to be involved
Understand the audience and
campaign
Demonstrate value from previous campaigns
Benefit: Ensuring SEO is weaved into all marketing activity
![Page 32: 10 connections to make in 2014](https://reader033.fdocuments.in/reader033/viewer/2022052822/554ce151b4c905d6488b53f3/html5/thumbnails/32.jpg)
31
Technical Optimiser
Web Developer
Usability Expert
Content Optimiser
Paid Search Expert
Content Editor
Link Builder
Display Media Buyer
PR Expert
Paid Social Buyer
eCRM Expert
SEO Strategist
Data Analyst
Planning Table
10 connections to make in 2014 Mark Williams – iCrossing UK