4Ps Marketing Jump 2013

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Presentation on the changing shape of integrated SEO.

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  • - What does integrated seo actually mean?
  • Survey – Most MDs & Directors still focus on rankingsSearch engines now understand keyword manipulation
  • - More clients we speak to are starting to understand that SEO doesn’t work as a silo
  • Working in separate teams session this morning that 88% of companies have marketing separatedMarketing – developers – content
  • Show of handsWho knows how to apply it?Content importantHelp users find the right informationquery string rather than split keywords
  • Increase in mobile and voice searchgreatly consider questions “how” “why” “where”less “results” focused and more “answers”
  • PRODUCING CONTENT - goodNot targeted -Targeting everybodyEveryone is trying to respondGood use of resource?
  • Content is the coreRight audience?Lots of different ways to deliver contentDon’t keep shouting about everything
  • Use this diagram and continue to refine the strategyStrategy – after research, understood audienceFeeds into contentThrough the channels
  • - To us integrated SEO is about integrating marketing
  • Marketing departments job is to sell the storyTheyconsider the users and approach themEmpowers marketingUsing tolearn about your customersBegan to understand the integrated marketingSomething lacking is….
  • The part that’s missing is integrating other departmentsIntegrate agencies – we found successIntegrate internal departments - knowledge
  • Whichever sector you might fall intoDIFFERENT VERTICALSDifferent customer knowledge
  • Largest multichannel retailersTrading – product knowledge – popular productsContent writers – influence search
  • - 7 figure revenue numbers from search
  • Some of our travel – not allCall centres hear what your customers are asking – ask themLocalised content writers - know what people want from locations
  • Approach change positivelyBusinesses need to change and adapt because your competitors will
  • 1 thing you do – go askFeed results back inPeople that pick up phone
  • - To us integrated SEO is about integrating marketing
  • 4Ps Marketing Jump 2013

    1. 1. #IntegratedSEO #IntegratedSEO @4PsMarketing @Hannah_4Ps
    2. 2. #IntegratedSEO Integrated SEO… • WHERE IS SEO NOW? • WHATS CHANGED? • WHAT’S BEEN THE RESPONSE? • HOW SHOULD YOU RESPOND?
    3. 3. #IntegratedSEO 1 WHERE IS SEO NOW?
    4. 4. #IntegratedSEO Rankings…
    5. 5. #IntegratedSEO Digital PR Social PPC SEO Display
    6. 6. #IntegratedSEO
    7. 7. #IntegratedSEO 2 WHAT’S CHANGED?
    8. 8. #IntegratedSEO Conversational & Semantic Search
    9. 9. #IntegratedSEO How? Where? Why? What? When?
    10. 10. #IntegratedSEO 3 WHAT’S BEEN THE RESPONSE?
    11. 11. #IntegratedSEO
    12. 12. #IntegratedSEO • Written Text • Stats • Graphs • Videos • Social Conversations • Interviews • Reports • Case studies • Webinars • Emails / Newsletters • Images • Infographics
    13. 13. #IntegratedSEO 3 HOW SHOULD YOU RESPOND?
    14. 14. #IntegratedSEO
    15. 15. #IntegratedSEO Integrated SEO = Integrated Marketing
    16. 16. #IntegratedSEO
    17. 17. #IntegratedSEO Agencies Internal Departments
    18. 18. #IntegratedSEO
    19. 19. #IntegratedSEO Trading Developers Email Marketing Social Digital Product Content PPC SEO Blog Content Same Goal “To generate more business” …Why wouldn’t they be Integrated?
    20. 20. #IntegratedSEO High Street Fashion Retailer 37%
    21. 21. #IntegratedSEO Call Centres Localised Content Email Marketing Social Digital Developers PPC SEO Blog Content
    22. 22. #IntegratedSEO 50% of content plan wasn’t relevant to the audiences questions through the call centre
    23. 23. #IntegratedSEO
    24. 24. #IntegratedSEO
    25. 25. #IntegratedSEO Integrated SEO = Integrated Marketing
    26. 26. #IntegratedSEO Any Questions #IntegratedSEO @4PsMarketing @Hannah_4Ps

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