10 connections to make in 2014
SEO for brands in 2014 - Linkdex
Mark Williams
Natural Search Director – iCrossing UK
20/03...
1
ATL
BTL
PR.com
Social
Media
Earned
Perception & Relationship
Paid
Awareness & Reach
Owned
Behaviour & Action
Connected S...
BTL
.com
2
ATL
PR
Social
Media
SEO
Visibility
Connected SEO
3
ATL
BTL
PR
.com
Social
Media
SEO
Connected SEO
Connected SEO
4
ATL
BTL
PR
.com
Social
Media
SEO
SEO
5
Technical
Optimiser
Technical
Optimisation
More Influence
Influencer
Engagement
Consumer
Engagement
+
Unnatural
Link
Bui...
The SEO Roles
6
Introducing
Content
Optimiser
Technical
Optimiser
SEO
Strategist
Link
Builder
7
Technical
Optimiser
Web
Developer
1.
The Architecture Duo
1. Technical Optimiser & Web Developer
The Architecture Duo
Technical
Optimiser
Web
Developer
Benefit: Keep the site archi...
9
Technical
Optimiser
Usability
Expert
2.
The Experience Duo
2. Technical Optimiser & Usability Expert
The Experience Duo
Technical
Optimiser
Usability
Expert
Benefit: Ensure the user...
11
Content
Optimiser
Paid Search
Expert
3.
The Keyword Duo
3. Content Optimiser & Paid Search Expert
The Keyword Duo
Content
Optimiser
Paid Search
Expert
Natural Search
(SEO)
Paid S...
13
Content
Optimiser
Content
Editor
4.
The Content Duo
4. Content Optimiser & Content Editor
The Content Duo
Content
Optimiser
Content
Editor
Browsing
Short listing
Buying
How M...
15
Link
Builder
Display Media
Buyer
5.
The Media Domination Duo
5. Link Builder & Display Media Buyer
The Media Domination Duo
Link
Builder
Display Media
Buyer
Benefit: Obtain media domi...
17
Link
Builder
PR
Expert
6.
The Influencer Duo
6. Link Builder & PR Expert
The Influencer Duo
Link
Builder
PR
Expert
6. Link Builder & PR Expert
The Influencer Duo
Link
Builder
PR
Expert
NumberofInfluencers
Decade
50’s 60’s 70’s 80’s 90’s ...
6. Link Builder & PR Expert
The Influencer Duo
Link
Builder
PR
Expert
Who should contact
an influencer?
Brand owner to
med...
6. Link Builder & PR Expert
The Influencer Duo
Link
Builder
PR
Expert
The best person to
contact an influencer is
the one ...
22
Link
Builder
Paid Social
Buyer
7.
The Promotion Duo
7. Link Builder & Paid Social Expert
The Promotion Duo
Link
Builder
Paid Social
Buyer
Outreach
Promotion
Paid Social
Promo...
24
Link
Builder
eCRM
Expert
8.
The Amplification Duo
8. Link Builder & eCRM Expert
The Amplification Duo
Link
Builder
eCRM
Expert
Outreach
Promotion
eCRM
Promotion Benefit: Ma...
26
SEO
Strategist
Data
Analyst
9.
The Audience Duo
9. SEO Strategist & Data Analyst
The Audience Duo
SEO
Strategist
Data
Analyst
Who are your
consumers?
Who are they
influen...
9. SEO Strategist & Data Analyst
The Audience Duo
SEO
Strategist
Data
Analyst
The Outcomes:
Targeted
Consumer Focus
Target...
29
SEO
Strategist
10. Planning
Table
The Campaign Team
The Campaign Team
10. SEO Strategist & The Planning Table
SEO
Strategist
Planning
Table
Get involved
Know when not to be
i...
31
Technical
Optimiser
Web
Developer
Usability
Expert
Content
Optimiser
Paid Search
Expert
Content
Editor
Link
Builder
Dis...
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10 connections to make in 2014

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SEO for brands in 2014 - 10 examples of connections that members of an SEO team need to make with other experts in the marketing mix.

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10 connections to make in 2014

  1. 1. 10 connections to make in 2014 SEO for brands in 2014 - Linkdex Mark Williams Natural Search Director – iCrossing UK 20/03/14
  2. 2. 1 ATL BTL PR.com Social Media Earned Perception & Relationship Paid Awareness & Reach Owned Behaviour & Action Connected SEO
  3. 3. BTL .com 2 ATL PR Social Media SEO Visibility Connected SEO
  4. 4. 3 ATL BTL PR .com Social Media SEO Connected SEO
  5. 5. Connected SEO 4 ATL BTL PR .com Social Media SEO SEO
  6. 6. 5 Technical Optimiser Technical Optimisation More Influence Influencer Engagement Consumer Engagement + Unnatural Link Building Link BuilderKeyword Optimisation Content Optimiser SEO Strategist
  7. 7. The SEO Roles 6 Introducing Content Optimiser Technical Optimiser SEO Strategist Link Builder
  8. 8. 7 Technical Optimiser Web Developer 1. The Architecture Duo
  9. 9. 1. Technical Optimiser & Web Developer The Architecture Duo Technical Optimiser Web Developer Benefit: Keep the site architecture ahead of the competition
  10. 10. 9 Technical Optimiser Usability Expert 2. The Experience Duo
  11. 11. 2. Technical Optimiser & Usability Expert The Experience Duo Technical Optimiser Usability Expert Benefit: Ensure the user and therefore the search engine is receiving a great experience
  12. 12. 11 Content Optimiser Paid Search Expert 3. The Keyword Duo
  13. 13. 3. Content Optimiser & Paid Search Expert The Keyword Duo Content Optimiser Paid Search Expert Natural Search (SEO) Paid Search (PPC) Shared Keyword Research Keyword Testing Ad Copy & Meta Descriptions Sitelinks Efficiencies Benefit: Maximising the search channel
  14. 14. 13 Content Optimiser Content Editor 4. The Content Duo
  15. 15. 4. Content Optimiser & Content Editor The Content Duo Content Optimiser Content Editor Browsing Short listing Buying How Much? Offers On? How to? Benefits of? What is? How does? Content Editor Content Optimiser Benefit: Ensuring SEO is included through the whole purchasing funnel
  16. 16. 15 Link Builder Display Media Buyer 5. The Media Domination Duo
  17. 17. 5. Link Builder & Display Media Buyer The Media Domination Duo Link Builder Display Media Buyer Benefit: Obtain media domination on industry websites Your amazingly hard Earned Media CompetitorsPaidMedia CompetitorsPaidMedia CompetitorsPaid Media Competitors Paid Media Opportunity? YourBrand’sPaidMedia YourBrand’sPaidMedia YourBrand’sPaid Media Your Brand’s Paid Media
  18. 18. 17 Link Builder PR Expert 6. The Influencer Duo
  19. 19. 6. Link Builder & PR Expert The Influencer Duo Link Builder PR Expert
  20. 20. 6. Link Builder & PR Expert The Influencer Duo Link Builder PR Expert NumberofInfluencers Decade 50’s 60’s 70’s 80’s 90’s 00’s 10’s
  21. 21. 6. Link Builder & PR Expert The Influencer Duo Link Builder PR Expert Who should contact an influencer? Brand owner to mediate
  22. 22. 6. Link Builder & PR Expert The Influencer Duo Link Builder PR Expert The best person to contact an influencer is the one who has the existing relationship Benefit: Ensuring maximum influencer engagement
  23. 23. 22 Link Builder Paid Social Buyer 7. The Promotion Duo
  24. 24. 7. Link Builder & Paid Social Expert The Promotion Duo Link Builder Paid Social Buyer Outreach Promotion Paid Social Promotion Benefit: Maximise new consumer engagement
  25. 25. 24 Link Builder eCRM Expert 8. The Amplification Duo
  26. 26. 8. Link Builder & eCRM Expert The Amplification Duo Link Builder eCRM Expert Outreach Promotion eCRM Promotion Benefit: Maximise existing consumer engagement
  27. 27. 26 SEO Strategist Data Analyst 9. The Audience Duo
  28. 28. 9. SEO Strategist & Data Analyst The Audience Duo SEO Strategist Data Analyst Who are your consumers? Who are they influenced by? What are their interests? What steps do they take during the purchase funnel? Which websites are they reading? Which consumers are over or under indexing? What type of content gets the most engagement? Which competitors have gained SEO market share? Why have competitors gained SEO market share? The Questions:
  29. 29. 9. SEO Strategist & Data Analyst The Audience Duo SEO Strategist Data Analyst The Outcomes: Targeted Consumer Focus Targeted Influencer Focus Engaging Content Competitive Advantage Benefit: Ensure we understand the audience behind an SEO campaign
  30. 30. 29 SEO Strategist 10. Planning Table The Campaign Team
  31. 31. The Campaign Team 10. SEO Strategist & The Planning Table SEO Strategist Planning Table Get involved Know when not to be involved Understand the audience and campaign Demonstrate value from previous campaigns Benefit: Ensuring SEO is weaved into all marketing activity
  32. 32. 31 Technical Optimiser Web Developer Usability Expert Content Optimiser Paid Search Expert Content Editor Link Builder Display Media Buyer PR Expert Paid Social Buyer eCRM Expert SEO Strategist Data Analyst Planning Table 10 connections to make in 2014 Mark Williams – iCrossing UK
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