Integrating SEO into the Wider Marketing Mix
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Integrating SEO into the Wider Marketing Mix






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Integrating SEO into the Wider Marketing Mix Integrating SEO into the Wider Marketing Mix Presentation Transcript

  • Integrating SEO into the Wider Marketing MixJames Carson, Head of Digital Marketing, Bauer Media
  • Bauer and I @mrjamescarson Always up for linkage!
  • SEO Could Exist in a Silo
  • Major Developments Authorship August 2011 2011 2012Google Panda Google PenguinFebruary 2011 Google+ April 2012 June 2011
  • Panda
  • Authorship Author
  • Penguin
  • Favouring Big Brands?
  • Like it or not, SEO has changed and its future relies upon a complex relationship with content marketing, social media, and collaborative technology.
  • 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. @randfish
  • No Longer Just Rankings...
  • RIP
  • Content Marketing Outreach Content Design Development Analytics
  • Example… Outreach Content Design Development Analytics
  • User Journey User I haven’t found what I’m looking for ContentOutreach Purchase Path Development Website Analytics
  • Analytics • Keyword Analysis • Competitor Analysis • Brand Analysis • Market Research • Website Analysis
  • Unify Your Data Google Analytics (or otherwise) Hyperion / Sales Email / CRM Social Media APIs SEOmoz
  • Design/Development • Information Architecture • User Experience • URL Structure • HTML5 / CSS3 • Content Management System • Responsive Design
  • Classic Consolidate where
  • Content • News Articles • Stock Guides • Product Pages • Infographics • Video
  • How Music
  • Outreach • Email • Social Media • Link Building • PR • Advertising
  • Brewdog The End of History 2010 – 55% Never Mind the AnabolicsTactical Nuclear Penguin 2012 - 6 Banned Substances! 2009 – 32%
  • Who Does What?Design/Development Outreach Analytics Content
  • Which Are You?
  • Stakeholder Management sales, marketers, PR, brand managers journalists, writers, video editors, designers, marketers (or just anyone!) developers, designers analysts, marketing research
  • Make Yourself (or SEO)
  • Workshops & Meetings (Lots of Them)#vomitstockimage
  • Social Media Integration Larger Comps, ads, engagement Social Social Profile Profile Even Larger Data Capture/Polling Social Profile Referral siteDestination Website Links
  • Cross Platform Integration
  • Questions? @mrjamescarson Always up for linkage!