SEO & Integrated Digital
Marketing “Outreach”
Driving Digital Performance
INTERNET PENETRATION & MOBILE USAGE
Driving Digital Performance
INTERNET PENETRATION & MOBILE USAGE
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dektop Mobile
...
Driving Digital Performance
Reconsidering Optimization
Driving Digital Performance
FROM SEOTO CONTENT
Algorithm Updates!
 2014: 4 – Panda (Till now)
 2013: 17 – Penguin, Knowl...
Driving Digital Performance
Driving Digital Performance
CONTENT
“SEO”
OWNED
BOUGHTEARNED
Driving Digital Performance
INTEGRATED OPTIMIZATION
Driving Digital Performance
ENGLISH SENTIMENTS
A Story that can power your
content!
Driving Digital Performance
TYPES OF CONTENT & EFFECT ON AUDIENCE
Awareness Purchase Intent
EmotionalRational
Surveys
Even...
Driving Digital Performance
INTEGRATIVE PROCESS
Insight &
Strategy
• Persona
• Platform
• Plan
Content
Production
• Creati...
Driving Digital Performance
THANK YOU
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SEO Outreach by iProspect - ArabNet Digital Summit 2014

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Speaker: Yusuf Nagib , SEO Manager, iProspect
Nowadays content is a surprising mater for many marketers and is one of the most important elements for brands. Outreaching to your audience through content is not just a task or an activity, but it’s an ongoing process that has to be integrated with your offline and online media using the right eco-system. This system identifies meaningful data and analysis of your audience and helps you creating a smart content plan and platform distribution as well. Understanding the core aspects of owned, earned and bought media, will support the integration strategy for brands.
This presentation is showcasing the importance of this integration to SEO (Search Engine Optimization) and how it organically creates successful content outreach campaigns. iProspect MENA has identified and built this process for many global and local brands, measuring astronomical results. iProspect MENA believes this is how SEO needs to be defined today!

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SEO Outreach by iProspect - ArabNet Digital Summit 2014

  1. 1. SEO & Integrated Digital Marketing “Outreach”
  2. 2. Driving Digital Performance INTERNET PENETRATION & MOBILE USAGE
  3. 3. Driving Digital Performance INTERNET PENETRATION & MOBILE USAGE 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Dektop Mobile 60% Increase on mobile usage (20% worldwide) 60% of search queries made on tablets and mobile 55% of time consuming is spent online –TV is decreasing! The highest growing region worldwide is between Asia & Africa! Digital is changing the way people consume media! • Messaging & Communication • Communities (Content) • Videos (Content) • e-Commerce (Content)
  4. 4. Driving Digital Performance Reconsidering Optimization
  5. 5. Driving Digital Performance FROM SEOTO CONTENT Algorithm Updates!  2014: 4 – Panda (Till now)  2013: 17 – Penguin, Knowledge Graph, Hummingbird  2012: 37 – Panda, Penguin, Knowledge Graph, EMD  2011: 21 – Panda, Schema, G+  2010: 8 – Social Signals, Instant  2009: 4 – Real-Time, Caffeine  2008: 2 – Suggestions  2007: 2 – Universal  2006: 2 – Filtering  2005: 9 – Personalized Search  2004: 3 – Latent Semantic Indexing  2003: 7 – Dance  2002: 1 – Dance  2001: ZERO Updates   2000: 1 – Toolbar 45% 25% 20% 10% Content On-Page Off-Page Others Penguin Panda Hummingbird
  6. 6. Driving Digital Performance
  7. 7. Driving Digital Performance CONTENT “SEO” OWNED BOUGHTEARNED
  8. 8. Driving Digital Performance INTEGRATED OPTIMIZATION
  9. 9. Driving Digital Performance ENGLISH SENTIMENTS A Story that can power your content!
  10. 10. Driving Digital Performance TYPES OF CONTENT & EFFECT ON AUDIENCE Awareness Purchase Intent EmotionalRational Surveys Events Games Videos Widgets Podcasts Photos WebinarsWhite papers News Community FAQs Articles Product comparison Celebrity endorsements Community Applications
  11. 11. Driving Digital Performance INTEGRATIVE PROCESS Insight & Strategy • Persona • Platform • Plan Content Production • Creativity • Types Content Distribution • Integration • Partners • Viral Measurement & Optimisation • Listening • Impact • Ongoing Test & Learn Cycle
  12. 12. Driving Digital Performance
  13. 13. THANK YOU

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