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Integrating SEO into the Wider Marketing MixJames Carson, Head of Digital Marketing, Bauer Media
Bauer and I         james.carson@bauermedia.co.uk                 @mrjamescarson              facebook.com/jacarson       ...
SEO Could Exist in a Silo
Major Developments                Authorship                August 2011                   2011             2012Google Pand...
Panda                                   www.pandalized.comwww.wired.com/magazine/2009/10/ff_demandmedia/googlewebmastercen...
Google+www.google.com/insidesearch/features/plus/
Authorship                                    Author Ranksupport.google.com/webmasters/bin/answer.py?hl=en&answer=1408986
Penguin
Favouring Big Brands?
Like it or not, SEO has changed and its future          relies upon a complex relationship with content          marketing...
Inbound Marketing..? To be an effective social media marketer, you must understand content, analytics and SEO. To be a gre...
No Longer Just Rankings...
RIP
Content Marketing Modelwww.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/                                       ...
Example…www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/                                                      ...
User Journey                                                              User                 I haven’t found what I’m lo...
Analytics    •   Keyword Analysis    •   Competitor Analysis    •   Brand Analysis    •   Market Research    •   Website A...
Unify Your Data                                                 Google Analytics                                          ...
Design/Development         • Information           Architecture         • User Experience         • URL Structure         ...
Classic Problemwww.closeronline.co.ukwww.closerdiets.com                         Consolidate where                        ...
Content      •   News Articles      •   Stock Guides      •   Product Pages      •   Infographics      •   Video
How Music Travelswww.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
Outreach           •   Email           •   Social Media           •   Link Building           •   PR           •   Adverti...
Brewdog                           The End of History                              2010 – 55%         Never Mind the Anabol...
Who Does What?Design/Development               Outreach  Analytics                      Content
Which Are You?www.perthnow.com.au/fun-games/left-brain-vs-right-brain/story-e6frg46u-1111114517613
Stakeholder Management   sales, marketers, PR, brand managers         journalists, writers, video   editors, designers, ma...
Make Yourself (or SEO) Redundantwww.ousbey.com/blog/make-yourself-redundant
Workshops & Meetings (Lots of Them)#vomitstockimage
Social Media Integration        Larger            Comps, ads, engagement                                                  ...
Cross Platform Integration
Questions?        james.carson@bauermedia.co.uk                @mrjamescarson             facebook.com/jacarson          u...
Integrating SEO into the Wider Marketing Mix
Integrating SEO into the Wider Marketing Mix
Integrating SEO into the Wider Marketing Mix
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Integrating SEO into the Wider Marketing Mix

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Transcript of "Integrating SEO into the Wider Marketing Mix"

  1. 1. Integrating SEO into the Wider Marketing MixJames Carson, Head of Digital Marketing, Bauer Media
  2. 2. Bauer and I james.carson@bauermedia.co.uk @mrjamescarson facebook.com/jacarson uk.linkedin.com/in/jacarson85 www.jamescarson.co.uk/socialsearch Always up for linkage!
  3. 3. SEO Could Exist in a Silo
  4. 4. Major Developments Authorship August 2011 2011 2012Google Panda Google PenguinFebruary 2011 Google+ April 2012 June 2011
  5. 5. Panda www.pandalized.comwww.wired.com/magazine/2009/10/ff_demandmedia/googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html
  6. 6. Google+www.google.com/insidesearch/features/plus/
  7. 7. Authorship Author Ranksupport.google.com/webmasters/bin/answer.py?hl=en&answer=1408986
  8. 8. Penguin
  9. 9. Favouring Big Brands?
  10. 10. Like it or not, SEO has changed and its future relies upon a complex relationship with content marketing, social media, and collaborative technology. searchenginewatch.com/article/2144350/Future-of-SEO-Change-Convergence-Collaboration@andybetts1searchenginewatch.com/author/1750/andy-betts
  11. 11. Inbound Marketing..? To be an effective social media marketer, you must understand content, analytics and SEO. To be a great SEO, you need social media, content marketing, analytics and CRO skills. The "specialist/generalist marketers" - those who excel at a particular facet but have competence in all of them - are best poised to win in the upcoming decade of marketing. www.seomoz.org/blog/the-brand-of-seo-and-the-trend-of-inbound-marketing @randfish www.jamescarson.co.uk/socialsearch/2012/05/08/inbound-marketing-fun
  12. 12. No Longer Just Rankings...
  13. 13. RIP
  14. 14. Content Marketing Modelwww.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/ Outreach Content Design Development Analytics
  15. 15. Example…www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/ Outreach Content Design Development Analytics
  16. 16. User Journey User I haven’t found what I’m looking for ContentOutreach Purchase Path Development Website Analytics
  17. 17. Analytics • Keyword Analysis • Competitor Analysis • Brand Analysis • Market Research • Website Analysis
  18. 18. Unify Your Data Google Analytics (or otherwise) Hyperion / Sales Email / CRM Social Media APIs SEOmoz APIwww.jamescarson.co.uk/socialsearch/2011/11/08/data-driving-integrated-marketing-departments
  19. 19. Design/Development • Information Architecture • User Experience • URL Structure • HTML5 / CSS3 • Content Management System • Responsive Design
  20. 20. Classic Problemwww.closeronline.co.ukwww.closerdiets.com Consolidate where possiblewww.fhm.comwww.fhmdates.com
  21. 21. Content • News Articles • Stock Guides • Product Pages • Infographics • Video
  22. 22. How Music Travelswww.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
  23. 23. Outreach • Email • Social Media • Link Building • PR • Advertising
  24. 24. Brewdog The End of History 2010 – 55% Never Mind the AnabolicsTactical Nuclear Penguin 2012 - 6 Banned Substances! 2009 – 32%
  25. 25. Who Does What?Design/Development Outreach Analytics Content
  26. 26. Which Are You?www.perthnow.com.au/fun-games/left-brain-vs-right-brain/story-e6frg46u-1111114517613
  27. 27. Stakeholder Management sales, marketers, PR, brand managers journalists, writers, video editors, designers, marketers (or just anyone!) developers, designers analysts, marketing research
  28. 28. Make Yourself (or SEO) Redundantwww.ousbey.com/blog/make-yourself-redundant
  29. 29. Workshops & Meetings (Lots of Them)#vomitstockimage
  30. 30. Social Media Integration Larger Comps, ads, engagement Social Social Profile Profile Even Larger Data Capture/Polling Social Profile Referral siteDestination Website Links
  31. 31. Cross Platform Integration
  32. 32. Questions? james.carson@bauermedia.co.uk @mrjamescarson facebook.com/jacarson uk.linkedin.com/in/jacarson85 www.jamescarson.co.uk/socialsearch Always up for linkage!
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