Transforming your old SEO to new SEO
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Transcript of Transforming your old SEO to new SEO
OLD SEO TO NEW SEOD I G I TA L M A R K E T I N G S H O W 2 0 1 3
@AndrewGirdwood
User-Journey
Op
port
un
ity
Decision Intent Consideration Awareness
93% of experiencesbegin with a search
Google UK: 1.6 billion searches a month
31 million people purchased goods or services online
96% of 18-29 y/o have used a search engine
Why do you care?
1 in 3 mobile searches have local intent
15% of searches Google has never seen before
94% people using natural search listing over paid
Where are you with SEO?
In the beginning
Conceptual
Technical
Platforms
Mathematical
Numbers
Renaissance
Ideas!
The new difference
• £110
• £90m
Have your goals changed?(S)earch (E)ngine (O)bjective
Step 1: Tidy Up
• Old SEO is no long acceptable– Press releases– Directories
• Cheaters get caught– Paid links– Spam links
Step 2: Keyword Portfolios
Keywords
Content
Audience
Step 3: Audience responsibilities
• Your SEO teams– In-house and agency
• Your PR teams– In-house and agency
• Your Social Media teams– In-house and agency
Think like a publisher
1) Don’t think like a media buyer.2) Buy media.
Goal 1: Activate Audiences
• Google and others need to see signals from people– Talk about your site– Search for your site– Relate your site to topics
• Your audiences are those publishers who can create those signals
• Think of SEO as a specialism of Social – and you’re not far wrong.
Goal 2: Keep it legal
• ASA & OFT (in the UK) and the FTC (in the States)• Understand
– Editorials vs Advertorials
• Many bloggers DO NOT understand the difference– … and that is our fault
Goal 3: Be attractive
Goal 4: Collect the SEO value
C = Content authorityA = Audience activationM = Market competitionX = Topic complexityt = Technical problems
Sanity check
SEO
Content MarketingPR
What can you do to help?
Big wins
• Service not a product• Allow failure
– What if you started on Google+ when it launched?
• Let your incumbent SEO actually do new SEO– Contractual changes– Reporting focus on activities that are SEO positive
Signals (not just links)Engaging content (not just stubs)Clickthrough optimisation (not
brilliant basics)Voice (your ability to reach
audiences)
Thank you!