0
Search Future = Marketing Future       TheFutureOfSEOIsContent, Social&PPC       Adam and Mark       iCrossing UK       No...
wikipedia.org                       twitter.comyahoo.com                                       A        google.com        ...
wikipedia.org                       twitter.comyahoo.com                                       A                          ...
wikipedia.org                          twitter.com                google.co.ukyahoo.com                                 fa...
bbc.co.uk                amazon.co.uk                       ebay.co.uk                                                    ...
UK MEDIA CLUSTER                                             UK FINANCE CLUSTER                     bbc.co.uk             ...
UK MEDIA CLUSTER                                                     UK FINANCE CLUSTER                                   ...
Priority 1VisibleIs it easy to find?
Is It Easy To Find? A Brief History Of SearchThen                             Now-ish                               Time
The Dominant Silverback                                                3%                                           4%    ...
Do Great Content. Stop Gaming Me                   Poor Content              Stop Link Tactics                 In Search R...
Do Great Content. Stop Gaming MeThen                         Now-ish   Next                                        CERTAIN...
Traditional SEO Pillars                                Outcome: Increased Relevance                                       ...
Impact 1: Unnatural Link Building Is Not Sustainable                             Keyword                            Optimi...
Impact 2: Two New SEO Pillars                                 New SEO Pillars       Keyword      Optimisation             ...
The New Pillars of SEO: Maximise Effectiveness, Minimise Risk              Technical    Keyword      Influencer    Consume...
The New Pillars of SEO                 Search Future = Marketing Future            Technical    Keyword      Influencer   ...
How We Deliver  Keyword         Customer                              Consumer       Influencer    Performance Groups And ...
Five Questions To Leave You With1      Keyword         Customer                                        Audience          I...
Five Questions To Leave You With                  2  Keyword             Customer                                   Audien...
Five Questions To Leave You With                              3  Keyword         Customer                                 ...
Five Questions To Leave You With                                               4  Keyword         Customer                ...
Five Questions To Leave You With                                                              5  Keyword         Customer ...
The New Pillars of SEO                 Search Future = Marketing Future            Technical    Keyword      Influencer   ...
Upcoming SlideShare
Loading in...5
×

iCrossing UK: The Future of SEO is Content, Social and PPC

2,823

Published on

As the search landscape continues to develop, brands need a view of the value SEO can deliver beyond a search ranking. Methods and tactics have moved. How well integrated are your digital marketing efforts? iCrossing UK CSO, Mark Iremonger and Head of SEO, Adam Skalak present at iStrategy London, November 2012.

Published in: Business
1 Comment
6 Likes
Statistics
Notes
No Downloads
Views
Total Views
2,823
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
45
Comments
1
Likes
6
Embeds 0
No embeds

No notes for slide
  • A=facebook.comB=youtube.com
  • A=facebook.comB=youtube.com
  • A=facebook.comB=youtube.com
  • A=facebook.comB=youtube.com
  • A=facebook.comB=youtube.com
  • A=facebook.comB=youtube.com
  • A=facebook.comB=youtube.com
  • Google AdWords, Launched 2000 is Google's main advertising product and main source of revenue. Google's total advertising revenues were USD$28 billion in 2010Panda and Penguin Updates
  • Google AdWords, Launched 2000 is Google's main advertising product and main source of revenue. Google's total advertising revenues were USD$28 billion in 2010Panda and Penguin Updates
  • Transcript of "iCrossing UK: The Future of SEO is Content, Social and PPC"

    1. 1. Search Future = Marketing Future TheFutureOfSEOIsContent, Social&PPC Adam and Mark iCrossing UK November 2012 @iremonger @adamskalakREF: THE INTERNET MAP, RUSLAN ENIKEEV, 2012
    2. 2. wikipedia.org twitter.comyahoo.com A google.com youtube.com live.com blogspot.com
    3. 3. wikipedia.org twitter.comyahoo.com A facebook.com google.com youtube.com live.com blogspot.com
    4. 4. wikipedia.org twitter.com google.co.ukyahoo.com facebook.com google.com youtube.com live.com blogspot.com
    5. 5. bbc.co.uk amazon.co.uk ebay.co.uk wikipedia.org twitter.com google.co.ukyahoo.com facebook.com google.com youtube.com live.com blogspot.com
    6. 6. UK MEDIA CLUSTER UK FINANCE CLUSTER bbc.co.uk amazon.co.uk ebay.co.uk wikipedia.org twitter.com UK TRAVEL CLUSTER google.co.ukyahoo.com facebook.com google.com youtube.com live.com blogspot.com
    7. 7. UK MEDIA CLUSTER UK FINANCE CLUSTER UK TRAVEL CLUSTER CONNECTED BRANDSVisible Useful Usable EngagedIs it easy to Is there evidence it Is it easy to get Is there evidence itfind? meets customer things done? engages needs? customers?
    8. 8. Priority 1VisibleIs it easy to find?
    9. 9. Is It Easy To Find? A Brief History Of SearchThen Now-ish Time
    10. 10. The Dominant Silverback 3% 4% 90% Of all UK Search Google Bing Yahoo! 90% Ask Jeeves OtherSource: Hitwise (12 weeks ending Sep 12)
    11. 11. Do Great Content. Stop Gaming Me Poor Content Stop Link Tactics In Search Results Influencing Search Results TIME Amplify Amplify Social Signal Significance User Signal Significance In Search Results In Search Results
    12. 12. Do Great Content. Stop Gaming MeThen Now-ish Next CERTAIN PUB Time
    13. 13. Traditional SEO Pillars Outcome: Increased Relevance Keyword Optimisation Technical Link Optimisation Building Outcome: Website Visibility Outcome: Keyword Dominance
    14. 14. Impact 1: Unnatural Link Building Is Not Sustainable Keyword Optimisation Unnatural Technical Optimisation Link Building Less Influence More Risk
    15. 15. Impact 2: Two New SEO Pillars New SEO Pillars Keyword Optimisation New Outcomes: + Influencer Consumer Engagement 1. Natural Links Engagement 2. Social Signals Unnatural Technical 3. User Data SignalsOptimisation Link Building More Influence
    16. 16. The New Pillars of SEO: Maximise Effectiveness, Minimise Risk Technical Keyword Influencer Consumer Optimisation Optimisation Engagement Engagement Unnatural Link Building
    17. 17. The New Pillars of SEO Search Future = Marketing Future Technical Keyword Influencer Consumer Optimisation Optimisation Engagement Engagement Unnatural Link Building
    18. 18. How We Deliver Keyword Customer Consumer Influencer Performance Groups And Journey Segmentation Intelligence Measurement Prioritisation Mapping
    19. 19. Five Questions To Leave You With1 Keyword Customer Audience Influencer Performance Groups And Journey Segmentation Intelligence Measurement Prioritisation Mapping Do you pursue a one dimensional generic keyword strategy? If you are, the gorilla will eventually get you.
    20. 20. Five Questions To Leave You With 2 Keyword Customer Audience Influencer Performance Groups And Journey Segmentation Intelligence Measurement Prioritisation Mapping Is Your SEO Programme Too Conversion Focussed? If it is, it will become difficult to achieve good results.
    21. 21. Five Questions To Leave You With 3 Keyword Customer Audience Influencer Performance Groups And Journey Segmentation Intelligence Measurement Prioritisation Mapping Do You Use Audience Segments In Your SEO Programme? If you do not it will be difficult to sustainably create the engaging content you will need for SEO.
    22. 22. Five Questions To Leave You With 4 Keyword Customer Audience Influencer Performance Groups And Journey Segmentation Intelligence Measurement Prioritisation Mapping Do You Identify And Build Sustainable Relationships With Different Influencer Groups? Their role in stimulating engagement is essential.
    23. 23. Five Questions To Leave You With 5 Keyword Customer Audience Influencer Performance Groups And Journey Segmentation Intelligence Measurement Prioritisation Mapping Do You Understand How Natural Search Contributes To Conversion? Last Click is not a great way to gain insight into your activity.
    24. 24. The New Pillars of SEO Search Future = Marketing Future Technical Keyword Influencer Consumer Optimisation Optimisation Engagement Engagement Unnatural Link Building
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×