0
How Marketing
Can Dominate Natural Search
September 2013

Mark Iremonger

Adam Skalak

Chief Strategy Officer

Head of SEO...
Marketing

Paid
Awareness & Reach

ATL

Media

BTL

Social
Earned

Owned
Behaviour & Action

Perception & Relationship
.co...
End justifies means
Unethical shortcuts
Relentless & resourceful
Independent
Wise peacemaker
Marshals resources

7
Old School

ATL

Media

BTL

SEO

Social

.com

PR

Visibility

8
Partner

Media
ATL
SEO

BTL
Social
.com

PR

9
The One Ring

Media
ATL
SEO
SEO

BTL

Social
.com

PR

10
WHY?

11
The Answer Is In The Story Search
Now-ish

BY H

AND

Then

Time
Traditional SEO Pillars
Website Visibility
Increased Relevance
Keyword Dominance

Keyword
Optimisation	


Technical
Optimi...
The Dominant Silverback

4%

3%

90% 	


Of all UK Search	

Google
Bing
Yahoo!

90%

Ask Jeeves
Other

Source: Hitwise (12...
Do Great Content. Stop Gaming Me

	

Poor Content 	

In Search Results	


	

Stop Link Tactics 	

Influencing	

Search Resu...
Do Great Content. Stop Gaming Me
Then

Now-ish

Next

D
USER
ALS &
SIGN
IAL
SOC

ATA

CERTAIN

LINK
EQUIT
Y

BY H

AND

PU...
Impact 1: Unnatural Link Building Is Not Sustainable

Keyword
Optimisation	


Technical
Optimisation	


Unnatural
Link
Bui...
Impact 2: Two New SEO Pillars
New SEO Pillars

Keyword
Optimisation	

Unnatural
Technical
Link
Optimisation	

 Building	

...
Restricted Content
Slides 19-26

19
The New Pillars of SEO

Maximise Effectiveness, Minimise Risk

Technical
Keyword
Optimisation	

 Optimisation	


Influencer...
Connected SEO

Media
ATL

Influencer
Engagement	


Consumer
Engagement	


SEO
SEO

BTL

Social
.com

PR

21
Connected SEO

Will SEO remain in a silo in 2014?
Are your agencies or organisation
capable of supporting Connected SEO?

...
How marketing can dominate natural search
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How marketing can dominate natural search

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Being more visible than your competitors is a basic requirement for success online although many marketers see it as a technical backwater. But today, marketing and PR are the key levers to beat competitors in natural search, while at the same time most marketing and PR agencies don’t understand natural search. So how can a hard working marketeer expect to achieve natural search dominance from this start-point?

This session draws on Tolkien, Google and Text Book Marketing to illustrate how you can dominate natural search by working your existing marketing.

Questions:
1. Why are marketing and natural search on a collision course?
2. How do I marshal ATL and BTL marketing to dominate natural search?
3. What is Google seeing when it looks at my website?
4. How do I influence my agency's behaviours to achieve natural search dominance?
5. What are the quick wins my marketing can do to move up search rankings?

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Transcript of "How marketing can dominate natural search "

  1. 1. How Marketing Can Dominate Natural Search September 2013 Mark Iremonger Adam Skalak Chief Strategy Officer Head of SEO @iremonger @adamskalak
  2. 2. Marketing Paid Awareness & Reach ATL Media BTL Social Earned Owned Behaviour & Action Perception & Relationship .com PR 2
  3. 3. End justifies means
  4. 4. Unethical shortcuts
  5. 5. Relentless & resourceful Independent
  6. 6. Wise peacemaker Marshals resources 7
  7. 7. Old School ATL Media BTL SEO Social .com PR Visibility 8
  8. 8. Partner Media ATL SEO BTL Social .com PR 9
  9. 9. The One Ring Media ATL SEO SEO BTL Social .com PR 10
  10. 10. WHY? 11
  11. 11. The Answer Is In The Story Search Now-ish BY H AND Then Time
  12. 12. Traditional SEO Pillars Website Visibility Increased Relevance Keyword Dominance Keyword Optimisation Technical Optimisation Link Building
  13. 13. The Dominant Silverback 4% 3% 90% Of all UK Search Google Bing Yahoo! 90% Ask Jeeves Other Source: Hitwise (12 weeks ending Sep 12)
  14. 14. Do Great Content. Stop Gaming Me Poor Content In Search Results Stop Link Tactics Influencing Search Results TIME Amplify Social Signal Significance In Search Results Amplify User Signal Significance In Search Results
  15. 15. Do Great Content. Stop Gaming Me Then Now-ish Next D USER ALS & SIGN IAL SOC ATA CERTAIN LINK EQUIT Y BY H AND PUB BING MICROSOFT Time
  16. 16. Impact 1: Unnatural Link Building Is Not Sustainable Keyword Optimisation Technical Optimisation Unnatural Link Building Less Influence More Risk
  17. 17. Impact 2: Two New SEO Pillars New SEO Pillars Keyword Optimisation Unnatural Technical Link Optimisation Building + New Outcomes: Influencer Engagement Consumer Engagement 1.  Natural Links 2.  Social Signals 3.  User Data Signals More Influence
  18. 18. Restricted Content Slides 19-26 19
  19. 19. The New Pillars of SEO Maximise Effectiveness, Minimise Risk Technical Keyword Optimisation Optimisation Influencer Engagement Unnatural Link Building Consumer Engagement
  20. 20. Connected SEO Media ATL Influencer Engagement Consumer Engagement SEO SEO BTL Social .com PR 21
  21. 21. Connected SEO Will SEO remain in a silo in 2014? Are your agencies or organisation capable of supporting Connected SEO? Media Do you have an influencer strategy that supports SEO? ATL SEO SEO BTL How can you tap your other marketing activity to generate SEO value? Do PR and SEO talk? Social .com PR Does SEO contribute to campaign strategy and planning? Do digital data insights feed into your marketing? Is your SEO agency capable of being a ‘trusted partner’?
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