How marketing can dominate natural search
22
How Marketing Can Dominate Natural Search September 2013 Mark Iremonger Chief Strategy Officer @iremonger Adam Skalak Head of SEO @adamskalak
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Being more visible than your competitors is a basic requirement for success online although many marketers see it as a technical backwater. But today, marketing and PR are the key levers to beat competitors in natural search, while at the same time most marketing and PR agencies don’t understand natural search. So how can a hard working marketeer expect to achieve natural search dominance from this start-point? This session draws on Tolkien, Google and Text Book Marketing to illustrate how you can dominate natural search by working your existing marketing. Questions: 1. Why are marketing and natural search on a collision course? 2. How do I marshal ATL and BTL marketing to dominate natural search? 3. What is Google seeing when it looks at my website? 4. How do I influence my agency's behaviours to achieve natural search dominance? 5. What are the quick wins my marketing can do to move up search rankings?
Transcript of How marketing can dominate natural search
How Marketing Can Dominate Natural Search September 2013
Mark Iremonger
Chief Strategy Officer
@iremonger
Adam Skalak
Head of SEO
@adamskalak
Marketing
2
ATL
BTL
PR .com
Social
Media
Earned
Perception & Relationship
Paid Awareness & Reach
Owned Behaviour & Action
End justifies means
Unethical shortcuts
Relentless & resourceful Independent
7
Wise peacemaker Marshals resources
BTL
.com
Old School
8
ATL
PR
Social
Media
SEO
Visibility
Partner
9
ATL
BTL
PR .com
Social
Media
SEO
The One Ring
10
ATL
BTL
PR .com
Social
Media
SEO
SEO
11
WHY?
The Answer Is In The Story Search Then Now-ish
BY H
AN
D
Time
Traditional SEO Pillars
Technical Optimisation
Link Building
Keyword Optimisation
Website Visibility
Keyword Dominance
Increased Relevance
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
BY H
AN
D
MICROSOFT BING
SOCIAL SIGNALS & USER DATA
LINK EQUITY
Time
PUB
CERTAIN
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
19
Restricted Content Slides 19-26
Unnatural Link Building
The New Pillars of SEO Maximise Effectiveness, Minimise Risk
Influencer Engagement
Consumer Engagement
Technical Optimisation
Keyword Optimisation
Connected SEO
21
ATL
BTL
PR .com
Social
Media
SEO
SEO Influencer
Engagement Consumer Engagement
Will SEO remain in a silo in 2014? Connected SEO
ATL
BTL
PR .com
Social
Media
SEO
SEO
Are your agencies or organisation capable of supporting Connected SEO?
Do you have an influencer strategy that supports SEO?
How can you tap your other marketing activity to generate SEO value?
Do PR and SEO talk?
Do digital data insights feed into your marketing?
Is your SEO agency capable of being a ‘trusted partner’?
Does SEO contribute to campaign strategy and planning?
