SEO in a Silo for Silicon Beach

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SEO in a Silo for Silicon Beach

  1. 1. Moving SEO Out of the SiloJames Carson, Head of Digital Marketing, Bauer Media
  2. 2. Bauer and I james.carson@bauermedia.co.uk @mrjamescarson Facebook.com/jacarson uk.linkedin.com/in/jacarson85 www.jamescarson.co.uk/socialsearch Always up for linkage!
  3. 3. If not, do you really know why not? Have you seen any positive results?Do you really know what your SEO team does?
  4. 4. Beware these Statements…That’s not what the But there was andata says algorithm updateWe can’t improvewithout {insert here} But we rank number one for {low volume keyword}
  5. 5. SEO is Not Magic… There are no: Wizards Gurus Warlocks Ninjas
  6. 6. Major Developments Authorship August 2011 2011 2012Google Panda Google PenguinFebruary 2011 Google+ April 2012 June 2011
  7. 7. Panda www.pandalized.comwww.wired.com/magazine/2009/10/ff_demandmedia/googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html
  8. 8. Google+www.google.com/insidesearch/features/plus/
  9. 9. Authorship Author Ranksupport.google.com/webmasters/bin/answer.py?hl=en&answer=1408986
  10. 10. Penguin
  11. 11. Like it or not, SEO has changed and its future relies upon a complex relationship with content marketing, social media, and collaborative technology. searchenginewatch.com/article/2144350/Future-of-SEO-Change-Convergence-Collaboration@andybetts1searchenginewatch.com/author/1750/andy-betts
  12. 12. Inbound Marketing
  13. 13. Content Marketing Modelwww.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/ Outreach Content Design Development Analytics
  14. 14. Example…www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/ Outreach Content Design Development Analytics
  15. 15. Analytics • Keyword Analysis • Competitor Analysis • Brand Analysis • Market Research • Website Analysis
  16. 16. Unifying Data Google Analytics (or otherwise) Hyperion / Sales Email / CRM Social Media APIs SEOmoz APIwww.jamescarson.co.uk/socialsearch/2011/11/08/data-driving-integrated-marketing-departments
  17. 17. Design/Development • Information Architecture • User Experience • URL Structure • HTML5 / CSS3 • Content Management System • Responsive Design
  18. 18. Classic Problemwww.closeronline.co.ukwww.closerdiets.com Consolidate where possiblewww.fhm.comwww.fhmdates.com
  19. 19. Content • News Articles • Stock Guides • Product Pages • Infographics • Video
  20. 20. Editdhttp://editd.com/reports/ss-13/london-fashion-week/
  21. 21. Outreach • Email • Social Media • Link Building • PR • Advertising
  22. 22. Brewdog The End of History 2010 – 55% Never Mind the AnabolicsTactical Nuclear Penguin 2012 - 6 Banned Substances! 2009 – 32%
  23. 23. Who Does What?Design/Development Outreach Analytics Content
  24. 24. Stakeholder Management sales, marketers, PR, brand managers journalists, writers, video editors, designers, marketers (or just anyone!) developers, designers analysts, marketing research
  25. 25. Questions? james.carson@bauermedia.co.uk @mrjamescarson facebook.com/jacarson uk.linkedin.com/in/jacarson85 www.jamescarson.co.uk/socialsearch Always up for linkage!

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