As part of the Marketing Masterclass Series (SEO) online session, our Head of Content Marketing, David White, shares his latest thinking on the big issues and creative strategies that are shaping the SEO landscape right now.

1. USING A COLLABORATIVE & CREATIVE APPROACH TO
DRIVE ONLINE SEO PERFORMANCE

2. Firstly, searc h engines love them

3. C O N N E C T E D A P P R O A C H
THE
IDEAL STRATEGY

4. C O N N E C T E D A P P R O A C H
THE
REALISTICSTRATEGY

5. ”LACK OF COLLABORATION WILL
REDUCE YOUR
DIGITAL PR IMPACT”

6. JOTW SURVEY FOR COMMUNICATION
PROFESSIONALS

7. ”LINKS SHOULD BE MORE THAN
JUST A NUMBER ON A
SPREADSHEET”

8. EXAMPLE QUESTIONS WE SHOULD ALL
BE ASKING
Question Team we should be asking
What are the top performing domains
from display so I can add them to my
media list?
Paid
Can we set up an audience pool on my
campaign page?
Paid
What are the biggest challenges you
face within the media?
Corp comms
What content works best in emails? Email marketing
What audience data do you have? Paid
What keyword categories are we
targeting?
SEO
What type of link activity should we
run, when looking at the competition?
SEO

9. EXAMPLE: COLLABORATION
CAN HELP
The issue with link building
L I N K S
I N C R E A S E
B R A N D
A W A R E N E S S
L I N K S C A N
C H A N G E H E L P
A Q U I R E
C U S T O M E R S
*as well as SEO visibility

10. WALKTHROUGH:
BLACKTOWER FINANCIAL
MANAGEMENT

11. REACTIVE PLANNED PROACTIVE
FIRSTLY, MAKE SURE YOU RUN AN
ALWAYS ON APPROACH

12. ”CAMPAIGN WORK IS ONLY
AROUND 60-70% OF THE LINK
OPPORTUNITY INFRONT OF YOU”

13. SPEAK TO THE
CUSTOMER SERVICE
TEAM

14. What are they in
market for?
SPEAK TO YOUR
SEO/PAID
TEAMS

15. What are their
passions?
SPEAK TO YOUR
SEO/PAID
TEAMS

16. THEN CREATE
RELEVANT CONTENT
WITH AN AUDIENCE POOL

17. BEFORE YOU OUTREACH TALK TO YOUR PAID TEAM
TO FIND TOP PERFORMING DOMAINS?

18. Both offer free versions with limited data
https://audiense.com/ https://sparktoro.c
om/
CREATE A KILLER MEDIA LIST
BY FINDING OUT WHAT YOUR CUSTOMERS READ

19. REMEMBER TO ASK SEO TO SEE WHO HAS
COVERED THE COMPETITION…

20. REACTIVE PROACTIVE
PLANNED
Example placements:
https://money.yahoo.com/best-states-retirement-211142233.html
https://www.foxla.com/news/california-is-one-of-the-worst-
places-in-the-u-s-to-retire
https://abc30.com/society/california-is-3rd-worst-state-in-
us-to-retire-study-says/5818953/
IMPORTANT - BE PROACTIVE, AND DON’T
BE SCARED TO GET TV AND RADIO
INVOLVED

21. REACTIVE PROACTIVE
PLANNED
Example placements:
https://www.cnbc.com/2020/02/26/how-much-millennials-at-
every-age-need-to-have-saved-right-now-to-retire.html
https://www.express.co.uk/finance/personalfinance/1260872/pen
sion-uk-scheme-contributions-saving-comfortable-retirement-
tips
https://www.telegraph.co.uk/money/consumer-affairs/pension-
track-much-need-have-saved-retire-comfortably/
IMPORTANT - ALWAYS KEEP YOUR
EAR TO THE GROUND AND BE
READY TO REACT

22. 86.7k
S O C I A L
S H A R E S
RESULTS
8.77m
E S T . O N L I N E
C O V E R A G E
180
L I N K
S

23. SHARE OF VOICE AT THE START,
AND AFTER 6 MONTHS

24. WORKING WITH OTHER TEAMS TO
MAKE THE CONTENT DELIVER MORE
194%
INCREASE IN
COVERSION RATE
-33%
DECREASE IN
CPA

25. LAST EXAMPLE: USING
SOCIAL
AND PR TO DRIVE
VISIBILITY

26. EXAMPLE – COLLABORATION
PR STRATEGY
COLLABORATION
Buildlinksvia prelaunch
excitement(pressrelease)
• Paidsocialpostsleaking
the date
• Onsitepage
• Inclusionin customer
comms
• Organic socialtakeovers
Buildlinkson
launchday
• Paidsocialposts
• Inclusionin customer
comms
• TV andradiofeatures
Buildlinksby
leakingclues
Buildlinkswith
winner
• Paidsocial
• Get localinfluencersto
share
• Interviewfeatures

27. 3.7m
I M P R E S S O N S
RESULTS
541k
R E A C H
80
L I N K
S
+8
R A N K I N G
P O S I T I O N S
F O R ‘ S E L L
H O U S E F A S T ’

28. EXTRAORDINARY PERFORMANCE.
C O N T A C T U S T O D A Y
0113 5312480
hello@connective3.com
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