Transforming your old SEO to new SEO
Upcoming SlideShare
Loading in...5
×
 

Transforming your old SEO to new SEO

on

  • 1,045 views

My presentation for the Digital Marketing Show 2013 - how to transform your old SEO to new SEO.

My presentation for the Digital Marketing Show 2013 - how to transform your old SEO to new SEO.

Statistics

Views

Total Views
1,045
Views on SlideShare
959
Embed Views
86

Actions

Likes
3
Downloads
0
Comments
0

3 Embeds 86

https://twitter.com 80
http://www.linkedin.com 5
http://www.conferize.com 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Francis Bacon’s “Three Studies of Lucian Freud most expensive painting sold at auction - £90m. It’s actually the top one.Original art from Africa by Artdora on Etsy; £107.64 is the bottom one.

Transforming your old SEO to new SEO Transforming your old SEO to new SEO Presentation Transcript

  • OLD SEO TO NEW SEO D I G I TA L M A R K E T I N G S H O W 2 0 1 3 @AndrewGirdwood
  • Why do you care? Google UK: 1.6 billion searches a month 93% of experiences begin with a search Opportunity 94% people using natural search listing over paid 96% of 18-29 y/o have used a search engine 1 in 3 mobile searches have local intent 31 million people purchased goods or services online Decision Intent 15% of searches Google has never seen before Consideration User-Journey Awareness
  • Where are you with SEO?
  • In the beginning Conceptual
  • Technical Platforms
  • Mathematical Numbers
  • Renaissance Ideas!
  • The new difference • £110 • £90m
  • Have your goals changed? (S)earch (E)ngine (O)bjective
  • Step 1: Tidy Up • Old SEO is no long acceptable – Press releases – Directories • Cheaters get caught – Paid links – Spam links
  • Step 2: Keyword Portfolios Audience Keywords Content
  • Step 3: Audience responsibilities • Your SEO teams – In-house and agency • Your PR teams – In-house and agency • Your Social Media teams – In-house and agency
  • Think like a publisher
  • 1) Don’t think like a media buyer. 2) Buy media.
  • Goal 1: Activate Audiences • Google and others need to see signals from people – Talk about your site – Search for your site – Relate your site to topics • Your audiences are those publishers who can create those signals • Think of SEO as a specialism of Social – and you’re not far wrong.
  • Goal 2: Keep it legal • ASA & OFT (in the UK) and the FTC (in the States) • Understand – Editorials vs Advertorials • Many bloggers DO NOT understand the difference – … and that is our fault
  • Goal 3: Be attractive
  • Goal 4: Collect the SEO value •
  • SEO Sanity check PR Content Marketing
  • What can you do to help?
  • Big wins • Service not a product • Allow failure – What if you started on Google+ when it launched? • Let your incumbent SEO actually do new SEO – Contractual changes – Reporting focus on activities that are SEO positive
  • Signals (not just links) Engaging content (not just stubs) Clickthrough optimisation (not brilliant basics) Voice (your ability to reach audiences)
  • Thank you!