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Integrating SEO into the Wider Marketing Mix
1. Integrating SEO into the Wider Marketing Mix
James 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!
7. Major Developments
Authorship
August 2011
2011 2012
Google Panda Google Penguin
February 2011 Google+ April 2012
June 2011
8. Panda
www.pandalized.com
www.wired.com/magazine/2009/10/ff_demandmedia/
googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html
13. 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
@andybetts1
searchenginewatch.com/author/1750/andy-betts
14. 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
21. Unify Your Data
Google Analytics
(or otherwise)
Hyperion / Sales Email / CRM
Social Media APIs SEOmoz API
www.jamescarson.co.uk/socialsearch/2011/11/08/data-driving-integrated-marketing-departments
22. Design/Development
• Information
Architecture
• User Experience
• URL Structure
• HTML5 / CSS3
• Content
Management System
• Responsive Design
33. Social Media Integration
Larger Comps, ads, engagement
Social
Social
Profile
Profile
Even Larger
Data Capture/Polling Social
Profile
Referral site
Destination Website Links