In this deck I answer four dead questions: What is the problem of saying stuff is dead? Why do people say stuff is dead? Why do we believe stuff is dead? How do we stop people saying SEO is dead? Primarily it's about SEO's integration into the wider marketing mix.

1. Saying Stuff is
Dead is DEAD!

2. Four Dead Questions
• What is the problem of saying stuff is
dead?
• Why do people say stuff is dead?
• Why do we believe stuff is dead?
• How do we stop people saying SEO is dead?

3. 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!

4. Marketing is Dieing
And, it could be dragging you and your business down with it.
Let me explain...
Traditional marketing is dieing a slow
death at the feet of Facebook, Twitter,
LinkedIn and YouTube.
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5. Email is Dieing?

6. Some Stats
350m
Please kill me
350m (or email)
350m
41
100
Total
3.1Total
billion
1.4
accounts Average US Office Worker
billion Source: Radacati Group http://bit.ly/x7k832
users
Source: Email Marketing Reports.com http://bit.ly/15yFu

7. Email vs. Social Networking
Daily Usage Internet Users Who Do Activity
Social Networking 43% Social Networking 65%
Email 61% Email 92%
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Source: Pew http://searchengineland.com/top-internet-activities-search-email-once-again-88964

8. Social Networking vs. Email

9. We don’t think that a
modern messaging
system is going to
be email*
*Possibly the most overhyped quote in Internet
marketing history.

10. Facebook is Dead

13. http://mashable.com/2011/10/12/google-engineer-rant-google-plus/

15. What About SEO?
Internet Users Who Do Activity
Social Networking
Email
c.£500m
Search
0% 20% 40% 60% 80% 100%

16. SEO is
Dead!
Further idiocy:
http://www.searchengineguide.com/stoney-degeyter/seo-is-dead.php
http://www.clickz.com/clickz/column/1691370/seo-is-dead-long-live-er-other-seo
http://www.seorefugee.com/seoblog/2007/03/30/seo-is-dead/
http://www.seotoday.com/browse.php/category/articles/id/504/index.php
http://www.emergence-media.com/2007/05/seo-is-dead-where-is-your-audience-searching/
http://www.webpronews.com/insiderreports/2004/02/03/is-organic-seo-dead
http://www.nicholasroussos.com/general/seo-is-dead/
http://www.copyblogger.com/seo-copywriting-is-dead/
http://www.seroundtable.com/archives/003706.html
http://calacanis.com/2007/02/07/why-people-hate-seo-and-why-smo-is-bulls-t/

18. Holy Shit!
http://pandalized.com/
http://mashable.com/2011/03/02/mahalo-lays-off-10-of-staff/

19. Social Shares + Rel=“author”

22. WTF?!

23. Why
Do People Keep Saying Stuff is Dead?

24. #1 Endism
Outbreaks of what the computer scientist John
Seely Brown calls "endism" have been rife in
discussions about communications technology
since the time of Plato, who opined that writing
would destroy memory. In the 20th century, it was
widely trumpeted that television would be the
death of, first, radio and, later, movies.
http://www.guardian.co.uk/commentisfree/2011/nov/27/john-naughton-mark-zuckerberg-email

26. Source: RIAA accessed at: http://bit.ly/xsY3FL

27. Hardware ≠ Software
Established Media Continues to Expand

28. #2: Dead Stuff Sells Magazines

29. http://www.pcmag.com/article2/0,2817,2397829,00.asp
http://www.forbes.com/sites/insertcoin/2011/08/15/a-eulogy-
for-google-plus/
http://econsultancy.com/uk/blog/6769-seo-is-dead-again
http://www.dailymail.co.uk/sciencetech/article-1329979/Facebook-email-
Mark-Zuckerberg-launches-Google-Gmail-killer.html
http://calacanis.com/2007/02/07/why-people-hate-seo-and-
why-smo-is-bulls-t/
http://www.bbc.co.uk/news/magazine-15829333
http://www.guardian.co.uk/lifeandstyle/lostinshowbiz/2010/jul
/08/prince-internet-dead-itunes
http://www.slate.com/articles/technology/technology/2011/11/google
http://www.bureau24.net/2011/07/13/is-facebook-dead-the-launch-of-google-plus/ _had_a_chance_to_compete_with_facebook_not_anymore_.html
http://paidcontent.org/article/419-seo-is-dead-and-the-new-king-is-smo/

30. Why
Do People Accept that Stuff is Dead?

31. #1: Statistics Make it Easy
There are three
kinds of lies:
lies, damned
lies, and
statistics.

32. Dumb Stats
Pinterest grew 4000%
in 2011 – we
absolutely need to
have a strategy!
NEVER base decisions on %
growth rates on their own

33. #2: Positioning

34. More! http://unbounce.com/noob-guide-to-online-marketing-infographic/

37. #3: It’s what thought
leaders say!

38. The Internet is going to
change marketing before it
changes almost anything
else, and old marketing will
die in its path.

41. “Markets are conversations”
“Everything’s easier with fans”

44. Let’s Use Some Damn Lies…
IPA Sponsored research published in January 2009
100.0%
100%
90%
80%
70%
60%
50%
40%
30%
20%
8.8%
10% 6.5%
3.7% 2.8%
0%
UK's online consusmers Read Blogs Contribute to Forums Comment on Blogs Active Bloggers

45. Media Passive
Faris Yacob I believe that children are the future http://www.box.com/shared/qus47kip7x

47. Interruptive Ads are Dead?
Good ideas make good advertising

48. Guess the keyword…
“car insurance”
“loans”
“mortgages”
“credit cards”

49. You’re So Money Supermarket
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
money supermarket car insurance moneysupermarket loans credit cards mortgages

51. How
Do We Stop People Saying SEO is
Dead?

52. #1 Avoid Siloes
Get siloed and you are dead

54. WTF is SEO?!

59. Inbound Departments
http://www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/
Outreach
Content
Outreach
Design/Development
Analytics
Outreach

60. Inbound Dependencies
http://www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/
email, socialOutreachbuilding, PR
media, link
articles, product
Content
Outreach
pages, infographics, video
Design/Development
site architecture, CMS, UX design
site analytics, consumer
research, keyword analysis, competitor
Analytics
Outreach
research

61. Inbound Contributors
http://www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/
sales, marketers, PR, brand
managers, Outreach execs, link
email, socialsocial mediabuilding, PR
media, link
builders
journalists, writers, video
articles, product
editors, designers, marketers (or just
Content
Outreach
pages, infographics, video
anyone!)
Design/Development
site architecture, CMS, UX design
developers, designers
site analytics, consumer
research, keyword analysis, competitor
analysts, marketing research
Analytics
Outreach
research

62. #2 Cover Your Bases
http://www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/
Outreach
Content
Design
Development
Analytics

63. Bad Times
http://www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/
Outreach
Content
Design/Development

64. Bad Times
http://www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/

65. #3 Don’t Fragment

66. Technology Often Complements Rather than Kills

67. #4 Prioritise Properly
Where is your audience?

68. #5 Unify Your Data
http://www.jamescarson.co.uk/socialsearch/2011/11/08/data-driving-integrated-marketing-departments/

69. Some Smart Companies

70. #6 Don’t trust
statistics without
context…

71. #7 I have an
agenda too

73. SEO is NOT
DEAD
Neither is:
Google + TV
Facebook Product marketing
Twitter Interruption
Email Apps
PPC Music
Print media The Internet

74. Now start
integrating

75. This Talk is Dead
james.carson@bauermedia.co.uk
@mrjamescarson
facebook.com/jacarson
uk.linkedin.com/in/jacarson85
www.jamescarson.co.uk/socialsearch
Always up for linkage!