How You Can Dominate Search With Existing Marketing

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Extracts from iStrategy 2013 presentation in November this year. Being more visible than your competitors is a basic requirement for success online although many marketers see it as a technical backwater. Today, marketing and PR are the key levers to beat competitors in natural search. This session draws on Tolkien, Google and Text Book Marketing to illustrate how you can dominate natural search by working your existing marketing.

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How You Can Dominate Search With Existing Marketing

  1. 1. How Marketing Can Dominate Natural Search September 2013 Mark Iremonger Chief Strategy Officer @iremonger Adam Skalak Head of SEO @adamskalak
  2. 2. Marketing 2 ATL BTL PR.com Social Media Earned Perception & Relationship Paid Awareness & Reach Owned Behaviour & Action
  3. 3. End justifies means
  4. 4. Unethical shortcuts
  5. 5. Relentless & resourceful Independent
  6. 6. 7 Wise peacemaker Marshals resources
  7. 7. BTL .com Old School 8 ATL PR Social Media SEO Visibility
  8. 8. Partner 9 ATL BTL PR .com Social Media SEO
  9. 9. The One Ring 10 ATL BTL PR .com Social Media SEO SEO
  10. 10. 11 WHY?
  11. 11. The Answer Is In The Story Search Then Now-ish BYHAND Time
  12. 12. Traditional SEO Pillars Technical Optimisation Link Building Keyword Optimisation Website Visibility Keyword Dominance Increased Relevance
  13. 13. 90% 4% 3% Google Bing Yahoo! Ask Jeeves Other Source: Hitwise (12 weeks ending Sep 12) The Dominant Silverback 90% Of all UK Search
  14. 14. Do Great Content. Stop Gaming Me Amplify User Signal Significance In Search Results Amplify Social Signal Significance In Search Results Stop Link Tactics Influencing Search Results Poor Content In Search Results TIME
  15. 15. Do Great Content. Stop Gaming Me Then Now-ish Next BYHAND MICROSOFT BING SOCIAL SIGNALS & USER DATA LINK EQUITY Time PUB CERTAIN
  16. 16. Less Influence More Risk Impact 1: Unnatural Link Building Is Not Sustainable Technical Optimisation Keyword Optimisation Unnatural Link Building
  17. 17. More Influence Impact 2: Two New SEO Pillars New SEO Pillars Influencer Engagement Consumer Engagement + New Outcomes: 1.  Natural Links 2.  Social Signals 3.  User Data SignalsTechnical Optimisation Keyword Optimisation Unnatural Link Building
  18. 18. 19 Restricted Content Slides 19-26
  19. 19. Unnatural Link Building The New Pillars of SEO Maximise Effectiveness, Minimise Risk Influencer Engagement Consumer Engagement Technical Optimisation Keyword Optimisation
  20. 20. Connected SEO 21 ATL BTL PR .com Social Media SEO SEO Influencer Engagement Consumer Engagement
  21. 21. Will SEO remain in a silo in 2014? Connected SEO ATL BTL PR .com Social Media SEO SEO Are your agencies or organisation capable of supporting Connected SEO? Do you have an influencer strategy that supports SEO? How can you tap your other marketing activity to generate SEO value? Do PR and SEO talk? Do digital data insights feed into your marketing? Is your SEO agency capable of being a ‘trusted partner’? Does SEO contribute to campaign strategy and planning?

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