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