SEO Now. 2014.
We’ve Had A Think
How?
Why?
What?
Start with Why: Simon Sinek
How?
Why?
What? What
Every organization knows what is does.
It’s the products and services they sell.
How
Some organizatio...
Inspiring People
WhatHowWhy
I Believe
How?
Why?
What?
2011, 2012, 2013
Rankings, Traffic, Revenue
Technical, Content & Links
?
Why?
The Why Of SEO Now.
SEO is no longer about optimizing for
the search engines, but for people.”
Dennis Goedegebuure
Head of Global SEO, Airbnb
“
Why?
SEO Now
Pitch the WHY of SEO
In those moments our customers are
searching for things we know lots about.
We should be there with t...
Moments Build Brands
A Brand is not a product or a promise or
a feeling. It's the sum of all the
experiences you have with...
Brand Equity Is Very Valuable
And There’s More
Revenue
Market %
Brand
How?
Why?
2014 How?
Discover Customer Moments
Publish Content For People
Content For
Organic
Search
Visibility
Create optimal
amount of content that
is the best result ...
Publish Amazing Content
Most Amazing
Content On Web
OK
MVC
Pathetic
QualityofContent
Links, Shares, Search Visibility,
Wor...
People
Influential In
Google
People
Influential In
Twitter
Identify & Create Ongoing One-to-One
Relationships With Influen...
Information Architecture
Query / Page Relevance
Page Speed
Design & UX
Desktop / Mobile / Tablet
Issue Management
Query / ...
Content
Manager
Technical
Optimizer
SEO
Strategist
Link
Manager
Data / Insight
Analyst
Campaign
Planning Team
Web
Developm...
All Aiming For The
Same Goals
How?
Why?
What?
2014 What?
KPI’s For People
Do You Believe?
SEO Now 2014
SEO Now 2014
SEO Now 2014
SEO Now 2014
SEO Now 2014
SEO Now 2014
SEO Now 2014
SEO Now 2014
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SEO Now 2014

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Linkdex’s Chief Strategy Officer, Matt Roberts, gave an interesting talk on ‘SEO for Brands in 2014’ at BrightonSEO.

SEO has changed significantly over the last 12 months and Matt’s presentation focuses on what SEO means to the brands that want and need to be visible and persuasive in the Organic SERPS in 2014.

Published in: Marketing, Technology, Design
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  • This is a 20 minute presentation designed to inspire CEO’s, CMO’s and SEO’s.Hope you like it.Matt RobertsChief Strategy OfficerLinkdexWebsite: www.linkdex.comTwitter: @matthewroberts and @linkdex
  • Every single organization on the planet, even our own careers, always function on three levels. What we do, How we do it and Why we do it. When all those pieces are aligned, it gives us a filter through which to make decisions. It provides a foundation for innovation. When all three pieces are in balance, others will say, with absolute clarity and certainty, “We know who you are,” “We know what you stand for.”Whether they realize it or not, all great and inspiring leaders and organizations think, act and communicate just like each other…and it’s the complete opposite from everyone else.
  • Every single organization on the planet, even our own careers, always function on three levels. What we do, How we do it and Why we do it. When all those pieces are aligned, it gives us a filter through which to make decisions. It provides a foundation for innovation. When all three pieces are in balance, others will say, with absolute clarity and certainty, “We know who you are,” “We know what you stand for.”Whether they realize it or not, all great and inspiring leaders and organizations think, act and communicate just like each other…and it’s the complete opposite from everyone else.
  • You can only inspire people by talking about the WHY first.
  • Our industry has been on an amazing transformationI think where it is today is amazing and I’d like to tell you about why
  • If our profession wanted to start with why, what would it be?
  • When you want to know something, where do we all go?
  • All the way through the purchase funnel.More than any other channel.
  • And which media channels do we trust?
  • Yep. You’ve got it. Organic Search.
  • The brands that are disrupting markets and winning know this.
  • The Why of SEO is about people.
  • As an industry we’re marketing to ensure we’re there in those moments.
  • We’re not selling rankings. That’s the what we do.
  • I’d like everyone to say this.The CEO’s, the CMO’s. The SEO’s.If we do and REALLY means it, the consequences will be transformational for your company.
  • And your brand.SEO is the ultimate branding media as it creates the most experiences with customer all the way through the purchase funnel.If you’re doing it right that is.
  • And we know that brand equity is worth.
  • And being there in those moments and being brands has other desirable knock-on effects.
  • So if that’s why, what is the HOW of SEO in 2014?
  • We need to spend more time finding those moments.The moments that happen 24/7 – 365 days a year. The moments that happened for just a day or a week.The moments that fulfill and utility. The moments that inspire you.
  • When you know the moments you can plan your content.
  • And not any old content.Not content with the right word in the title, heading and first paragraph and link. In bold and highlighted.What about making the best content on the web for a person that wants to know about that topic you know a lot about.
  • And when you’ve got the best content, promoting it is not so hard.But this time let’s not send thousands of email to people we don’t know. Let’s talk to people we know and want to know better.They’ll be connected to people just like them. If they love it. Perhaps their network of friends and family will love it to.
  • Let’s also publish our content on website for people.Website that care as much about the experience of the searcher as the technical reality of ensuring the opportunity to have the experience found has been created.
  • And because all of that is transformation to businesses, requires a diverse set of skills and can be difficult. Let’s not do it in a silo. Let’s do it in a team.A team that reduce the risk of failure and amplify our successes.
  • A team connected and rewarded by the same goals you are.
  • Then when it comes to talking about the WHAT of SEO it’s straightforward.
  • We’ll be proud to deliver the right KPI’s to the right people and say “This is what the team have achieved. Together.”
  • SEO Now 2014

    1. 1. SEO Now. 2014.
    2. 2. We’ve Had A Think
    3. 3. How? Why? What? Start with Why: Simon Sinek
    4. 4. How? Why? What? What Every organization knows what is does. It’s the products and services they sell. How Some organizations know how they do what they do. The things that make them special and set them apart. Why It’s a purpose, cause or belief. The reason your organization exists. When all three pieces are in balance, others will say, with absolute clarity and certainty, “We know who you are,” “We know what you stand for.”
    5. 5. Inspiring People WhatHowWhy
    6. 6. I Believe
    7. 7. How? Why? What? 2011, 2012, 2013 Rankings, Traffic, Revenue Technical, Content & Links ?
    8. 8. Why? The Why Of SEO Now.
    9. 9. SEO is no longer about optimizing for the search engines, but for people.” Dennis Goedegebuure Head of Global SEO, Airbnb “
    10. 10. Why? SEO Now
    11. 11. Pitch the WHY of SEO In those moments our customers are searching for things we know lots about. We should be there with the best and most relevant answers.” Your Name “
    12. 12. Moments Build Brands A Brand is not a product or a promise or a feeling. It's the sum of all the experiences you have with a company.” Amir Kassaei “
    13. 13. Brand Equity Is Very Valuable
    14. 14. And There’s More Revenue Market % Brand
    15. 15. How? Why? 2014 How?
    16. 16. Discover Customer Moments
    17. 17. Publish Content For People Content For Organic Search Visibility Create optimal amount of content that is the best result for the customer query Create a constant stream of content that our audience loves to read and share Increase Intersection Size Content To Be Shared Measure + Optimize
    18. 18. Publish Amazing Content Most Amazing Content On Web OK MVC Pathetic QualityofContent Links, Shares, Search Visibility, Word-of-Mouth… Received Harmful Zero Low Massive
    19. 19. People Influential In Google People Influential In Twitter Identify & Create Ongoing One-to-One Relationships With Influencers Identify + Nurture Promote Content To People Influential Customers
    20. 20. Information Architecture Query / Page Relevance Page Speed Design & UX Desktop / Mobile / Tablet Issue Management Query / Page Relevance Int. & Ext. Link Strategy Schema International Measure + Optimize On Websites Optimized For People
    21. 21. Content Manager Technical Optimizer SEO Strategist Link Manager Data / Insight Analyst Campaign Planning Team Web Development Usability Team Content Writers Paid Search Team PR Team Display Media Team Social Team eCRM Social Team eCRM Delivered By A Team Of People
    22. 22. All Aiming For The Same Goals
    23. 23. How? Why? What? 2014 What?
    24. 24. KPI’s For People
    25. 25. Do You Believe?
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