1. @RICRODRIGUEZ_UK SLIDESHARE.NET/RICRODRIGUEZ1
MAXIMISING MEDIA THROUGH SEO:
HOW TO DRIVE MORE FROM YOUR
ATL CAMPAIGNS
RIC RODRIGUEZ // iProspect //

2. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Maximising Media Through
SEO; How To Drive More From
Your ATL Campaigns

3. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Hi I’m Ric and I am a self
confessed marketing geek

4. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
I’ve worked for agencies,
start ups and client-side

5. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
And helped major brands
grow their online business

6. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
I currently lead an SEO
team at London

7. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Working closely with
our sister agency k

8. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
To build multi-channel
solutions for our clients

9. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Marketing is about mental
and physical availability

10. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Mental availability is making
customers think about you

11. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Physical availability is about
being there when they do

12. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Above the line is great for
building mental availability

13. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
But with £1 in every £5
now being spent online
Source: The Telegraph, August 2018

14. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Physical availability is
becoming hard to maintain

15. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Digital ad spend currently
makes up ~63% of the total
Source: Emarketer, August 2018

16. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
But despite search being a
key ”online shopping aisle”

17. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
SEO is often not considered
as part of the media plan

18. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
But search and media can
be a powerful partnership

19. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
So, how do we capitalise on
this massive opportunity?

20. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Great ideas are not always
the simplest to execute

21. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Three key areas: planning,
activation, measurement

22. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Thirty ideas designed to
help get you started

23. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Planning

24. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Search data is amazingly
insightful and it’s free – use it!
Tip #1

25. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Ask your SEO team to
identify core user questions
Tip #2

26. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
SEO isn’t just about Google
– consider the alternatives
Tip #3

27. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Wherever your content sits
online, it can be optimised
Tip #4

28. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
SEO isn’t direct response;
give the team time to work
Tip #5

29. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Media campaigns can be
great for driving new links
Tip #6

30. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Brief IT well in advance, if
you need website changes
Tip #7

31. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
And consider how new
assets will fit into the flow
Tip #8

32. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
(And where they don’t add
value, keep them off site)
Tip #9

33. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Don’t invest in media unless
you’re visible on page one
Tip #10

34. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Activation

35. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Using websites in CTAs is a
hard sell - try “search for”
Tip #11

36. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Make your CTAs branded;
it’s easier to rank for these
Tip #12

37. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Align SEO experts with PR
to capitalise on coverage
Tip #13

38. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
And think about how SEO
can support post-campaign
Tip #14

39. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
If you’re activating in-store,
make sure you’re on GMB
Tip #15

40. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Or build out a site section
for a new product launch
Tip #16

41. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Microsites sound cool, but
can be an SEO headache
Tip #17

42. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Don’t make “vanity” site
changes for the campaign
Tip #18

43. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
But use SEO to reinforce
the campaign message
Tip #19

44. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Communicate throughout –
this is absolutely critical
Tip #20

45. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Measurement

46. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Branded searches make for
a great measurement tool
Tip #21

47. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
And you can compare
demand changes by city
Tip #22

48. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Your media campaigns may
also impact generic queries
Tip #23

49. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
(If you’re an SME, you can
benefit from this for free)
Tip #24

50. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Use search conversion data to
prove your effectiveness
Tip #25

51. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Google my business offers a
number of ”local” metrics
Tip #26

52. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Keep measurement simple;
use KPIs that make sense
Tip #27

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E.g., don’t measure sales
if your goal is awareness
Tip #28

54. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Remember, any site change
could impact SEO results
Tip #29

55. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
So, know what else is going
on when using SEO metrics
Tip #30

56. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Bonus round

57. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Paid search can be great for
trying out CTAs / metadata
Tip #31

58. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Test campaign messaging
on DSAs for more insight
Tip #32

59. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Don’t pay for clicks; turn off
PPC where SEO is strong
Tip #33

60. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
To summarise

61. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
The impact of ATL on
SEO can be substantial

62. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Collaboration is the key
to success across both

63. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Think SEO when planning,
activating and measuring

64. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
To drive more value from your
media campaigns

65. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Thank you!
Tweet me – @RicRodriguez_UK