Outsmarting The Search Competition with Predatory Thinking

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This is the slide deck from the presentation I gave on 7 Feb 2013 with Dave Trott at Ogilvy Lab London.

It illustrates how in a rapidly evolving search landscape, search marketers need to embrace "Predatory Thinking" to outrank the competition. The best case studies of predatory thinking involve clever content marketing strategies where brands have become content providers not content interrupters.

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Outsmarting The Search Competition with Predatory Thinking

  1. 1. “Using Predatory Thinking ToOutsmart The Competition”With Dave Trott & Jonathan Saipe7 February 2013 © Emarketeers 2013
  2. 2. About me http://www.linkedin.com/in/jonathansaipe http://twitter.com/jonathansaipe jsaipe@emarketeers.com
  3. 3. HOW MANY CHANGES DOESGOOGLE MAKE TO ITSALGORITHM EVERY MONTH? Page
  4. 4. PageSource: http://insidesearch.blogspot.co.uk/search/label/search%20quality
  5. 5. Florida Update – 2003
  6. 6. Panda Update – 2011+
  7. 7. Even the big boys can’t hide.... Page
  8. 8. Penguin Update – 2012+
  9. 9. Social Search – 2012+ Page
  10. 10. Human behaviour is also in a state of flux Page *Source: Google Engage 2012
  11. 11. Why don’t we rankfor the search term“cars”?
  12. 12. SO, HOW DO WE REMAINCOMPETITIVE IN SEARCH? Page
  13. 13. Education helps…. Page
  14. 14. So does Predatory Thinking Page
  15. 15. Tackling the problem head on won’t help! Page
  16. 16. Enter content marketing... “Content Marketing Is the Only Marketing That’s Left” Page
  17. 17. Matt Cutts suggests the same thing with “link bait” Page
  18. 18. Create worthy content and people will follow Page
  19. 19. WEB 1.0 Page
  20. 20. Page
  21. 21. Companies are becoming content providers not content interrupters Page
  22. 22. Page
  23. 23. When do people search for mountain bikes in the UK? Page
  24. 24. What about in Australia? Page
  25. 25. The Google job experiment with Alec Brownstein Page
  26. 26. The Google job experiment with Alec Brownstein Page
  27. 27. Dynamic keyword insertion. Maybe not so clever? Cognitive overload!? Page
  28. 28. What’s so unique about you?TF x IDF – Term Frequency x Inverse Document Frequency Page *Courtesy of SEOmoz
  29. 29. “Google Bombing”. Predatory Thinking? Page
  30. 30. Infographics “If I give higher weight to natural links, the results will be even better!” Page
  31. 31. Influencer marketingAKA “Ego Bait” Page
  32. 32. Key Take-Aways• Predatory Thinking works on many levels• In the past search marketers were too fixated on connecting dots• Google is now really challenging us to make a difference• In a competitive environment try to think around a problem• Don’t always try to tackle Google or the competition head on Page
  33. 33. Predatory Thinking Page
  34. 34. Thank you!• See all our courses at: http://www.emarketeers.com/training-courses/• Or call us on 0845 680 1235 or follow us… @Emarketeers http://www.facebook.com/Emarketeers http://www.linkedin.com/company/Emarketeers http://emarketee.rs/PrvY0Q Page

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