Extracts from iStrategy 2013 presentation in November this year. Being more visible than your competitors is a basic requirement for success online although many marketers see it as a technical backwater. Today, marketing and PR are the key levers to beat competitors in natural search. This session draws on Tolkien, Google and Text Book Marketing to illustrate how you can dominate natural search by working your existing marketing.

1. How Marketing
Can Dominate Natural Search
September 2013
Mark Iremonger
Chief Strategy Officer
@iremonger
Adam Skalak
Head of SEO
@adamskalak

2. Marketing
2
ATL
BTL
PR.com
Social
Media
Earned
Perception & Relationship
Paid
Awareness & Reach
Owned
Behaviour & Action

4. End justifies means

5. Unethical shortcuts

6. Relentless & resourceful
Independent

7. 7
Wise peacemaker
Marshals resources

8. BTL
.com
Old School
8
ATL
PR
Social
Media
SEO
Visibility

9. Partner
9
ATL
BTL
PR
.com
Social
Media
SEO

10. The One Ring
10
ATL
BTL
PR
.com
Social
Media
SEO
SEO

11. 11
WHY?

12. The Answer Is In The Story Search
Then Now-ish
BYHAND
Time

13. Traditional SEO Pillars
Technical
Optimisation
Link
Building
Keyword
Optimisation
Website Visibility
Keyword Dominance
Increased Relevance

14. 90%
4%
3%
Google
Bing
Yahoo!
Ask Jeeves
Other
Source: Hitwise (12 weeks ending Sep 12)
The Dominant Silverback
90%
Of all UK Search

15. Do Great Content. Stop Gaming Me
Amplify
User Signal Significance
In Search Results
Amplify
Social Signal Significance
In Search Results
Stop Link Tactics
Influencing
Search Results
Poor Content
In Search Results
TIME

16. Do Great Content. Stop Gaming Me
Then Now-ish Next
BYHAND
MICROSOFT BING
SOCIAL SIGNALS & USER DATA
LINK EQUITY
Time
PUB
CERTAIN

17. Less Influence
More Risk
Impact 1: Unnatural Link Building Is Not Sustainable
Technical
Optimisation
Keyword
Optimisation
Unnatural
Link
Building

18. More Influence
Impact 2: Two New SEO Pillars
New SEO Pillars
Influencer
Engagement
Consumer
Engagement
+
New Outcomes:
1. Natural Links
2. Social Signals
3. User Data SignalsTechnical
Optimisation
Keyword
Optimisation
Unnatural
Link
Building

19. 19
Restricted Content
Slides 19-26

20. Unnatural Link
Building
The New Pillars of SEO
Maximise Effectiveness, Minimise Risk
Influencer
Engagement
Consumer
Engagement
Technical
Optimisation
Keyword
Optimisation

21. Connected SEO
21
ATL
BTL
PR
.com
Social
Media
SEO
SEO
Influencer
Engagement
Consumer
Engagement

22. Will SEO remain in a silo in 2014?
Connected SEO
ATL
BTL
PR
.com
Social
Media
SEO
SEO
Are your agencies or organisation
capable of supporting Connected SEO?
Do you have an influencer strategy that
supports SEO?
How can you tap your other marketing
activity to generate SEO value?
Do PR and SEO talk?
Do digital data insights feed into your
marketing?
Is your SEO agency capable of being a
‘trusted partner’?
Does SEO contribute to campaign
strategy and planning?