The Evolution Of!SEO Now!

The 2017 View Of 2016!

In 2016 Search Was Still HUGE!

And Became More Important!

Consumer Centricity Ruled!

Consumer SEO

ME

3rd Party

Paid Media

Apps

Store

Search

Visible Web Became Less Polluted!

Reputations Were Managed More!

•  Reputation is worth £620bn to UK PLC as of January 2015!!

•  Strong corporate reputations add £1 in every £2 of shareholder value; bad ones destroy £1 of value in £7!

Source: Reputation Dividend!

!

Businesses Invested Appropriately!

0 50 100 150 200 250 300

Channel Value

Channel Investment

ROI Optimization

Data & Software Evolved!

Today!

“ “ We know more about how people search in

our market than any other company.!!We have a plan to be there with our website’s content and on other key third-party websites we’ve planned to influence.!

Move Beyond A List Of Keywords!

Use Concepts & Moments!Example Moment Definition

Market knowledge acquiring Gathering information about X in general.

Product knowledge acquiring Investigating and understanding specific products in the market.

List Building Building product/brand awareness and creating a list of possibilities.

Qualitative evaluation Evaluating and seeking opinion about a specific product or brand.

Quantitative evaluation Financial and numerical evaluation.

Shopping Primary goal is to apply or get X for a specific product.

Brand direct Akin to a navigational search, implies high level of familiarity with the brand.

Decode Markets!

“ “ MoneySuperMarket is the channel leader for

the UK's most competitive financial services verticals. From car insurance to credit cards we lead the way. A key ingredient in our success is the platform, data and professional services support we get from the team at Linkdex.!

David Harling!Digital Marketing Director, MoneySuperMarket!

How Do You Win In 2016?!1.  Make sure SEO Now is understood!

!2.  Put reputation and consumer behavior front and center!

!3.  Set common goals and become strategically aligned!

!4.  Let technology help you tell a cohesive, data-driven story!

!5.  Invest appropriately!

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