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

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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 …

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.

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  • 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

  • 1. Search Future = Marketing Future TheFutureOfSEOIsContent, Social&PPC Adam and Mark iCrossing UK November 2012 @iremonger @adamskalakREF: THE INTERNET MAP, RUSLAN ENIKEEV, 2012
  • 2. wikipedia.org twitter.comyahoo.com A google.com youtube.com live.com blogspot.com
  • 3. wikipedia.org twitter.comyahoo.com A facebook.com google.com youtube.com live.com blogspot.com
  • 4. wikipedia.org twitter.com google.co.ukyahoo.com facebook.com google.com youtube.com live.com blogspot.com
  • 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. 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. 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. Priority 1VisibleIs it easy to find?
  • 9. Is It Easy To Find? A Brief History Of SearchThen Now-ish Time
  • 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. 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. Do Great Content. Stop Gaming MeThen Now-ish Next CERTAIN PUB Time
  • 13. Traditional SEO Pillars Outcome: Increased Relevance Keyword Optimisation Technical Link Optimisation Building Outcome: Website Visibility Outcome: Keyword Dominance
  • 14. Impact 1: Unnatural Link Building Is Not Sustainable Keyword Optimisation Unnatural Technical Optimisation Link Building Less Influence More Risk
  • 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. The New Pillars of SEO: Maximise Effectiveness, Minimise Risk Technical Keyword Influencer Consumer Optimisation Optimisation Engagement Engagement Unnatural Link Building
  • 17. The New Pillars of SEO Search Future = Marketing Future Technical Keyword Influencer Consumer Optimisation Optimisation Engagement Engagement Unnatural Link Building
  • 18. How We Deliver Keyword Customer Consumer Influencer Performance Groups And Journey Segmentation Intelligence Measurement Prioritisation Mapping
  • 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. 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. 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. 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. 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. The New Pillars of SEO Search Future = Marketing Future Technical Keyword Influencer Consumer Optimisation Optimisation Engagement Engagement Unnatural Link Building