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SEO is Dead…
Long live Web Presence Optimisation (WPO)
Benedict Hayes
Vice President
iProspect Communicate 2

iProspect C2...
INTERNET
TODAY
iProspect C2 – Driving Digital Performance
THE CONSUMER HAS MOVED ON

“

THE 70:30 RATIO

70%

of time is spent on digital mediums other than
websites, yet brands ar...
MOBILE VS DESKTOP
INTERNET USAGE IN INDIA

Mobile has
surpassed
desktops for
internet usage
yet brands are
still obsessed
...
IF 70% OF USERS ARE NOT
ON WEBSITES, AND OVER
50% OF TRAFFIC IS MOBILE
WHERE SHOULD BRAND
ATTENTIONS LIE…

iProspect C2 – ...
OF OLD
iProspect C2 – Driving Digital Performance
SEO OF OLD
WHERE HAD WE EVOLVED TO…

7
WHAT
CHANGED?

iProspect C2 – Driving Digital Performance
DOOMSDAY
FOR SEO

iProspect C2 – Driving Digital Performance
Penguin
The Internet Sheriffs

THE P-TEAM

Penguin 2.0

Panda
DETERMINE

11
12
DOES SEO
HAVE A
FUTURE?
iProspect C2 – Driving Digital Performance
FOLLOW THE
MISSION

iProspect C2 – Driving Digital Performance
THE MISSION BEING…

“

GOOGLE’S MISSION STATEMENT

To organize the world’s information and make
it universally accessible ...
BUT IS IT ALL
ABOUT SEO
WITH 70% OF
TRAFFIC NOT ON
WEBSITES?
iProspect C2 – Driving Digital Performance
THE DAWN OF
WEB PRESENCE OPTIMISATION
iProspect C2 – Driving Digital Performance
WEB PRESENCE OPTIMISATION
OPTIMISE WHERE MY AUDIENCE IS
AND...

Content should be the spinal cord
of all your digital endeavors.
WHY IS CONTENT CRITICAL?
THE SECRET TO WPO SUCCESS

QUALITY CONTENT
PAID MEDIA

EARNED
MEDIA

OWNED
MEDIA

Quality content...
COMPLETE CHANGE OF MINDSET

“

Branding happens not through the
interruption of content but through the

consumption of co...
REVERSE THE PARADIGM
DON’T GO TO YOUR CONSUMERS LET THEM COME TO YOU

22
CASE STUDY

23
USE GOOGLE TO IDENTIFY DEMAND
KEYWORD PLANNER

24
DSP BLACKROCK
MUTUAL FUND
DSP BLACKROCK
TAX SAVING SCHEMES
DSP BLACKROCK
TYPES OF FUNDS
DSP BLACKROCK
THE CHANNEL

300,000 channel views is the
equivalent media budget of

Rs. 2,00,00,000
ASK YOURSELF?

iProspect C2 – Driving Digital Performance
CAN I BE FOUND ON…

30
IF THE ANSWER IS

iProspect C2 – Driving Digital Performance
TAKE A LEAF OUT OF THESE GUYS BOOK
IPROSPECT COMMUNICATE 2 CLIENTS…
CALL:

WE ARE HERE TO HELP!
iProspect C2 – Driving Digital Performance
THANK YOU
QUESTIONS?
Benedict Hayes
Vice President Strategy

iProspect C2 – Driving Digital Performance

@benboombastic
be...
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SEO is dead! Long live Web Presence Optimisation (WPO) - iMedia Summit 2013

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With the dawn of the Google Panda and Penguin Algorithms, and the move to (not provided), has SEO died? This Presentation explores how brands need to shift to a content driven marketing strategy and that brand exposure can now happen anywhere on the web. It is time to stop thinking Google but thinking Web Presence instead. As users move away from websites to platforms such as YouTube, Facebook, Twitter etc. You need to ask yourself; can my brand be found anytime, anyhow, anywhere on any platform? This presentation shows how advertisers need to stop thinking about advertising through content interruption and move to a content consumption model.

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Transcript of "SEO is dead! Long live Web Presence Optimisation (WPO) - iMedia Summit 2013"

  1. 1. SEO is Dead… Long live Web Presence Optimisation (WPO) Benedict Hayes Vice President iProspect Communicate 2 iProspect C2 – Driving Digital Performance
  2. 2. INTERNET TODAY iProspect C2 – Driving Digital Performance
  3. 3. THE CONSUMER HAS MOVED ON “ THE 70:30 RATIO 70% of time is spent on digital mediums other than websites, yet brands are obsessed with websites! 3
  4. 4. MOBILE VS DESKTOP INTERNET USAGE IN INDIA Mobile has surpassed desktops for internet usage yet brands are still obsessed with websites not mobile sites Source: Mary Meeker Report 4
  5. 5. IF 70% OF USERS ARE NOT ON WEBSITES, AND OVER 50% OF TRAFFIC IS MOBILE WHERE SHOULD BRAND ATTENTIONS LIE… iProspect C2 – Driving Digital Performance
  6. 6. OF OLD iProspect C2 – Driving Digital Performance
  7. 7. SEO OF OLD WHERE HAD WE EVOLVED TO… 7
  8. 8. WHAT CHANGED? iProspect C2 – Driving Digital Performance
  9. 9. DOOMSDAY FOR SEO iProspect C2 – Driving Digital Performance
  10. 10. Penguin The Internet Sheriffs THE P-TEAM Penguin 2.0 Panda
  11. 11. DETERMINE 11
  12. 12. 12
  13. 13. DOES SEO HAVE A FUTURE? iProspect C2 – Driving Digital Performance
  14. 14. FOLLOW THE MISSION iProspect C2 – Driving Digital Performance
  15. 15. THE MISSION BEING… “ GOOGLE’S MISSION STATEMENT To organize the world’s information and make it universally accessible and useful!
  16. 16. BUT IS IT ALL ABOUT SEO WITH 70% OF TRAFFIC NOT ON WEBSITES? iProspect C2 – Driving Digital Performance
  17. 17. THE DAWN OF WEB PRESENCE OPTIMISATION iProspect C2 – Driving Digital Performance
  18. 18. WEB PRESENCE OPTIMISATION OPTIMISE WHERE MY AUDIENCE IS
  19. 19. AND... Content should be the spinal cord of all your digital endeavors.
  20. 20. WHY IS CONTENT CRITICAL? THE SECRET TO WPO SUCCESS QUALITY CONTENT PAID MEDIA EARNED MEDIA OWNED MEDIA Quality content Quality content Quality content and accurate context reduces paid media costs, by increasing relevancy and improving conversion rates leads to more conversations, shari ng and word of mouth endorsements, critic al for R.O.P.O. allows you to rank on platforms and generate natural interactions, it will pay for itself 10 fold in time. 20
  21. 21. COMPLETE CHANGE OF MINDSET “ Branding happens not through the interruption of content but through the consumption of content. 21
  22. 22. REVERSE THE PARADIGM DON’T GO TO YOUR CONSUMERS LET THEM COME TO YOU 22
  23. 23. CASE STUDY 23
  24. 24. USE GOOGLE TO IDENTIFY DEMAND KEYWORD PLANNER 24
  25. 25. DSP BLACKROCK MUTUAL FUND
  26. 26. DSP BLACKROCK TAX SAVING SCHEMES
  27. 27. DSP BLACKROCK TYPES OF FUNDS
  28. 28. DSP BLACKROCK THE CHANNEL 300,000 channel views is the equivalent media budget of Rs. 2,00,00,000
  29. 29. ASK YOURSELF? iProspect C2 – Driving Digital Performance
  30. 30. CAN I BE FOUND ON… 30
  31. 31. IF THE ANSWER IS iProspect C2 – Driving Digital Performance
  32. 32. TAKE A LEAF OUT OF THESE GUYS BOOK IPROSPECT COMMUNICATE 2 CLIENTS…
  33. 33. CALL: WE ARE HERE TO HELP! iProspect C2 – Driving Digital Performance
  34. 34. THANK YOU QUESTIONS? Benedict Hayes Vice President Strategy iProspect C2 – Driving Digital Performance @benboombastic benedict.hayes@iprospectc2.com +91 961 901 1784
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