The document emphasizes the necessity of integrating SEO into a broader marketing strategy rather than treating it as a standalone activity. It discusses the importance of creating unique content, managing backlinks, and engaging with the target audience effectively. Strategies such as outreach, leveraging social media, and understanding audience behavior are highlighted as critical components of a successful SEO approach.

1. Why You Have To
Integrate SEO!
Tim Grice

2. Ouch!!!
Panda
Unnatural Links
Penguin

3. You can recover
Write unique, useful content
Remove toxic links
Add a disavow file
Send reconsideration
There is a difference between a manual penalty and an
algorithmic penalty.

4. Google Mean Business
Matt Cutts
Analyst Analyst Analyst
Evaluators x 12 Evaluators x 12 Evaluators x 12

5. What do we mean?

6. Marketing
Market Strategy
Trends USP
Key
Target User Influences
Audience Journey
SEO should be integrated with a much wider
strategy

7. Trying to avoid a
manual review is not
an SEO strategy!

8. SEO Marketing
Not
Manipulation

9. Integrate Outreach
Social Mentions
PR
Outreach Links
Data
Content
Shares

10. Everybody has an opinion!

11. News Strategy
Shortlist Target
News Brainstorm Launch Content
Sites
Rewrite Social Use Quote
Publish on
Target Sites

12. Links = Traffic

13. Who is your target audience?
Publish something useful and tell them!

14. 3 Links
366 Relevant Visitors
117 Comments
41 linking route domains

15. Nobody is interested in
my content?

17. Mentions + PR 20 link
opportunities in
5 minutes!

18. But don’t stop there…
Who is sharing your mentions?
Who is commenting on your mentions?
Who is linking to your mention?
This is likely to be your target audience,
whether for links, shares or sales.

19. Don’t Chase Competitors’ Bad Links
They’ve Probably Disavowed Them

20. Targeted Outreach?
We spend so much time looking for link targets
Content is placed on any relevant website
Who is going to read it?
Who is going to share it?
Are we putting our content in front of the right people?

21. If it was for Branded3?

22. Justifying a Link
Relevant
Great Metrics
High Traffic
Socially active
Target Audience

23. We can apply the same
principles to content

24. This is useful, but it’s not a content roadmap

25. Interest
Blogging Press
Consideration
Videos Q&A
Purchase
Locators Offers

26. Every Bit of Content Produced
Can Be Used For Outreach

27. A Word on Rankings

28. CTR
&
RTS Algo?

29. Summary
There is no silver bullet, if you have no assets, you have no SEO
strategy
Link building is not dead, just different
Consider key objectives in all activity
Finding and engaging influences is key
If you already rank well, links are most likely not the difference

30. Questions
tim.grice@branded3.com
@tim_grice