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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 your digital marketing efforts? iCrossing UK CSO, Mark Iremonger and Head of SEO, Adam Skalak present at iStrategy London, November 2012.
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Search Future = Marketing FutureThe Future Of SEO Is Content, Social & PPC
Adam and MarkiCrossing UKNovember 2012
@iremonger@adamskalak
REF: THE INTERNET MAP, RUSLAN ENIKEEV, 2012
MARK IREMONGER
twitter.com
wikipedia.org
yahoo.com
blogspot.com
google.com
live.com
A
youtube.com
MARK IREMONGER
twitter.com
wikipedia.org
Ayahoo.com
blogspot.com
google.com
live.com
youtube.com
facebook.com
MARK IREMONGER
twitter.com
wikipedia.org
yahoo.com
blogspot.com
google.com
live.com
youtube.com
facebook.com
google.co.uk
MARK IREMONGER
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
MARK IREMONGER
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
MARK IREMONGER
UK TRAVEL CLUSTER
CONNECTED BRANDS
EngagedIs there evidence it engages customers?
VisibleIs it easy to find?
UsefulIs there evidence it meets customer needs?
UsableIs it easy to get things done?
UK MEDIA CLUSTER
UK FINANCE CLUSTER
MARK IREMONGER
Priority 1
VisibleIs it easy to find?
Is It Easy To Find? A Brief History Of Search
Then Now-ishB
Y H
AN
D PAG
E RAN
K (G
OO
GLE
)
Time
NATURAL
PAID
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
AmplifyUser Signal Significance
In Search Results
AmplifySocial 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 NextB
Y H
AN
D
MICROSOFT BING
PAG
E RAN
K (G
OO
GLE
)
SOCIAL SIGNALS & USER DATA
LINK EQUITY
NATURAL
Time
MS
BIN
G &
FAC
EBO
OK
PUB
NATURAL
PAID
CERTAIN
Traditional SEO Pillars
Technical Optimisatio
n
Link Building
Keyword Optimisatio
n
Outcome: Website Visibility Outcome: Keyword Dominance
Outcome: Increased Relevance
Less InfluenceMore Risk
Impact 1: Unnatural Link Building Is Not Sustainable
Technical Optimisatio
n
Keyword Optimisatio
n
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 SignalsTechnical
Optimisation
Keyword Optimisatio
n
Unnatural Link
Building
Unnatural Link Building
The New Pillars of SEO: Maximise Effectiveness, Minimise Risk
Influencer Engagement
Consumer Engagement
Technical Optimisatio
n
Keyword Optimisatio
n
Unnatural Link Building
The New Pillars of SEO
Influencer Engagement
Consumer Engagement
Technical Optimisatio
n
Keyword Optimisatio
n
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 Optimisatio
n
Keyword Optimisatio
n
Search Future = Marketing Future
