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Integrating SEO into the Wider Marketing Mix

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  • 1. Integrating SEO into the Wider Marketing MixJames Carson, Head of Digital Marketing, Bauer Media
  • 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. SEO Could Exist in a Silo
  • 4. Major Developments Authorship August 2011 2011 2012Google Panda Google PenguinFebruary 2011 Google+ April 2012 June 2011
  • 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. Google+www.google.com/insidesearch/features/plus/
  • 7. Authorship Author Ranksupport.google.com/webmasters/bin/answer.py?hl=en&answer=1408986
  • 8. Penguin
  • 9. Favouring Big Brands?
  • 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. 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. No Longer Just Rankings...
  • 13. RIP
  • 14. Content Marketing Modelwww.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/ Outreach Content Design Development Analytics
  • 15. Example…www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/ Outreach Content Design Development Analytics
  • 16. User Journey User I haven’t found what I’m looking for ContentOutreach Purchase Path Development Website Analytics
  • 17. Analytics • Keyword Analysis • Competitor Analysis • Brand Analysis • Market Research • Website Analysis
  • 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. Design/Development • Information Architecture • User Experience • URL Structure • HTML5 / CSS3 • Content Management System • Responsive Design
  • 20. Classic Problemwww.closeronline.co.ukwww.closerdiets.com Consolidate where possiblewww.fhm.comwww.fhmdates.com
  • 21. Content • News Articles • Stock Guides • Product Pages • Infographics • Video
  • 22. How Music Travelswww.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
  • 23. Outreach • Email • Social Media • Link Building • PR • Advertising
  • 24. Brewdog The End of History 2010 – 55% Never Mind the AnabolicsTactical Nuclear Penguin 2012 - 6 Banned Substances! 2009 – 32%
  • 25. Who Does What?Design/Development Outreach Analytics Content
  • 26. Which Are You?www.perthnow.com.au/fun-games/left-brain-vs-right-brain/story-e6frg46u-1111114517613
  • 27. Stakeholder Management sales, marketers, PR, brand managers journalists, writers, video editors, designers, marketers (or just anyone!) developers, designers analysts, marketing research
  • 28. Make Yourself (or SEO) Redundantwww.ousbey.com/blog/make-yourself-redundant
  • 29. Workshops & Meetings (Lots of Them)#vomitstockimage
  • 30. Social Media Integration Larger Comps, ads, engagement Social Social Profile Profile Even Larger Data Capture/Polling Social Profile Referral siteDestination Website Links
  • 31. Cross Platform Integration
  • 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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