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?
15. Do Great Content. Stop Gaming Me
Poor Content
In Search Results
Stop Link Tactics
Influencing
Search Results
TIME
Amplify
Social Signal Significance
In Search Results
Amplify
User Signal Significance
In Search Results
16. Do Great Content. Stop Gaming Me
Then
Now-ish
Next
D
USER
ALS &
SIGN
IAL
SOC
ATA
CERTAIN
LINK
EQUIT
Y
BY H
AND
PUB
BING
MICROSOFT
Time
17. Impact 1: Unnatural Link Building Is Not Sustainable
Keyword
Optimisation
Technical
Optimisation
Unnatural
Link
Building
Less Influence
More Risk
18. Impact 2: Two New SEO Pillars
New SEO Pillars
Keyword
Optimisation
Unnatural
Technical
Link
Optimisation
Building
+
New Outcomes:
Influencer
Engagement
Consumer
Engagement
1. Natural Links
2. Social Signals
3. User Data Signals
More Influence
20. The New Pillars of SEO
Maximise Effectiveness, Minimise Risk
Technical
Keyword
Optimisation
Optimisation
Influencer
Engagement
Unnatural Link
Building
Consumer
Engagement
22. Connected SEO
Will SEO remain in a silo in 2014?
Are your agencies or organisation
capable of supporting Connected SEO?
Media
Do you have an influencer strategy that
supports SEO?
ATL
SEO
SEO
BTL
How can you tap your other marketing
activity to generate SEO value?
Do PR and SEO talk?
Social
.com
PR
Does SEO contribute to campaign
strategy and planning?
Do digital data insights feed into your
marketing?
Is your SEO agency capable of being a
‘trusted partner’?