Transforming your old SEO to new SEO

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My presentation for the Digital Marketing Show 2013 - how to transform your old SEO to new SEO.

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Transforming your old SEO to new SEO

  1. 1. OLD SEO TO NEW SEO D I G I TA L M A R K E T I N G S H O W 2 0 1 3 @AndrewGirdwood
  2. 2. Why do you care? Google UK: 1.6 billion searches a month 93% of experiences begin with a search Opportunity 94% people using natural search listing over paid 96% of 18-29 y/o have used a search engine 1 in 3 mobile searches have local intent 31 million people purchased goods or services online Decision Intent 15% of searches Google has never seen before Consideration User-Journey Awareness
  3. 3. Where are you with SEO?
  4. 4. In the beginning Conceptual
  5. 5. Technical Platforms
  6. 6. Mathematical Numbers
  7. 7. Renaissance Ideas!
  8. 8. The new difference • £110 • £90m
  9. 9. Have your goals changed? (S)earch (E)ngine (O)bjective
  10. 10. Step 1: Tidy Up • Old SEO is no long acceptable – Press releases – Directories • Cheaters get caught – Paid links – Spam links
  11. 11. Step 2: Keyword Portfolios Audience Keywords Content
  12. 12. Step 3: Audience responsibilities • Your SEO teams – In-house and agency • Your PR teams – In-house and agency • Your Social Media teams – In-house and agency
  13. 13. Think like a publisher
  14. 14. 1) Don’t think like a media buyer. 2) Buy media.
  15. 15. Goal 1: Activate Audiences • Google and others need to see signals from people – Talk about your site – Search for your site – Relate your site to topics • Your audiences are those publishers who can create those signals • Think of SEO as a specialism of Social – and you’re not far wrong.
  16. 16. Goal 2: Keep it legal • ASA & OFT (in the UK) and the FTC (in the States) • Understand – Editorials vs Advertorials • Many bloggers DO NOT understand the difference – … and that is our fault
  17. 17. Goal 3: Be attractive
  18. 18. Goal 4: Collect the SEO value •
  19. 19. SEO Sanity check PR Content Marketing
  20. 20. What can you do to help?
  21. 21. Big wins • Service not a product • Allow failure – What if you started on Google+ when it launched? • Let your incumbent SEO actually do new SEO – Contractual changes – Reporting focus on activities that are SEO positive
  22. 22. Signals (not just links) Engaging content (not just stubs) Clickthrough optimisation (not brilliant basics) Voice (your ability to reach audiences)
  23. 23. Thank you!

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