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10 connections to make in 2014
 

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.

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 10 connections to make in 2014 Presentation Transcript

  • 10 connections to make in 2014 SEO for brands in 2014 - Linkdex Mark Williams Natural Search Director – iCrossing UK 20/03/14
  • 1 ATL BTL PR.com Social Media Earned Perception & Relationship Paid Awareness & Reach Owned Behaviour & Action Connected SEO
  • 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 Building Link BuilderKeyword Optimisation Content Optimiser SEO Strategist
  • 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 architecture ahead of the competition
  • 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 and therefore the search engine is receiving a great experience
  • 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 Search (PPC) Shared Keyword Research Keyword Testing Ad Copy & Meta Descriptions Sitelinks Efficiencies Benefit: Maximising the search channel
  • 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 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
  • 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 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
  • 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 00’s 10’s
  • 6. Link Builder & PR Expert The Influencer Duo Link Builder PR Expert Who should contact an influencer? Brand owner to mediate
  • 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
  • 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 Promotion Benefit: Maximise new consumer engagement
  • 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: Maximise existing consumer engagement
  • 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 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:
  • 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
  • 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 involved Understand the audience and campaign Demonstrate value from previous campaigns Benefit: Ensuring SEO is weaved into all marketing activity
  • 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