This PPT was for the figaro conference in London where about 300 people attended. The PPT is about how google is changing and how the only way to keep ahead of the search engines in seo terms is to get in and ply the online PR game....I also talk a little about zeo moment of truth and social proof online. This session was really well received (according to 3rd party feedback) and i think it came down to a combinaiton of useful ideas and insight along with some humor!

1. SEO: The Rise of
Online PR

2. Nick Garner
Nick Garner: Head of search Unibet
Working across all Unibet's 24 international
markets, specialising in
- SEO
- SMO (Social media optimisation)
- Refer a Friend
- PPC
- Online Public Relations (as a means of
influencing SEO and social media)

3. Google's share isn't growing much

4. But it's revenues are...

5. Information / Commercial Internet
Mix in commercial with
$15.62 per person per year in the UK*
information as much as
possible
Rank (fairly) easy Rank (fairly) hard

6. Signals are changing
OLD: Look for algo weakness NEW: Look for 'human patterns'
and exploit them > SEO in ranking sites, socially engineer
them > Online PR

7. Conclusion
$15.62 per person per quarter in the UK*
Google is becoming an ads engine,
'cleansing' the SERPS & mining data
about you to be the perfect
middleman
For more of this thinking see
seobook.com

8. Online PR
(Social Engineering)

9. How does online PR cycle work?
Share Socially
Create share Earn a social
worthy content rankings boost
Win natural
SEO: Rank on Extend your links due to
relevant phrases reach the value of
the content
Earn more
Amplify
social
network reach
followers

10. Online PR poster boy!

11. Start with great content

12. Start with Great Content
Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012

13. Add a little PR outreach
http://techcrunch.com/2012/03/06/dollar-shave-club/

14. Spread across social networks
http://www.facebook.com/DollarShaveClub

15. Spread across social networks
https://twitter.com/#!/dollarshaveclub

16. Spread across social networks
http://www.youtube.com/watch?v=ZUG9qYTJMsI

17. Rank in personalized search
https://www.google.com/search?q=shave (while logged in to my account)

18. Win the Internet
Via http://sigforum.com/eve/forums/a/tpc/f/320601935/m/2220052382

19. A great case study for SEO
If DSC had integrated SEO into their viral and social marketing plan, they likely could have earned
rankings across search terms that would continue to send them traffic long after the launch.

20. Buzz is great for brand, but it
needs 'steering' to work for SEO

21. G+ & SEO

22. He says it's (kind of) connected
"When someone recommends something, that's a pretty
good indicator of quality," said Matt Cutts, Google's
principal engineer for search. "We are strongly looking at
using this in our rankings."

23. Core idea: Circles > Reach

24. G+: Connecting the network

25. Content / outreach (kind of) like G+
Add another one in...

26. Resources

27. What resource is needed?
The right person: That might suit me!
● Journalist / blog owner
○ Has their own blog/site (ideally)
○ Not too hung up on being 'newsy'
○ A bit technical
● Personality
○ Creative
○ Funny!
○ Inquisitive
○ Persuasive

28. Introducing....James
Our Online PR guy!
○ Make memes
○ Create link bait
○ Make our networks
bigger
○ Tweet it up
○ Google+ it up
○ Be awesome

29. I'm a
lynx, y'all

31. Memes
Nick Garner | Unibet | PRmoment SEO: The impact of PR and Google+ on search 2012

32. Euro 2012 memes

33. More bleedin' memes!

34. Shut up and take my meme!

35. Get users to do your work for you

36. Ta da!

37. Got digits?

38. Someone's following me...
July 2012 2,351 4,002 235
1,246 1,290 216
February 2012 1,105 2,712 19

39. Wanna Hangout?

40. Our Online PR footprint
34,000 citations of
"bet.unibet.com"

41. Earn links like crazy
144,000 citations of
"bet.unibet.com"
The links are too new to show in link tools like OSE/Majestic, but they likely have 10K+ links from
high authority domains in just a few days.

42. Good looking guy's final thoughts
Sharing is caring
● Meme a little meme of me
● Twitter is great
● Facebook is lovely
● Google+ is not so great
Now what, folks?
● More memes
● Get users to help
● Let's Hangout more, y'all

43. Nick's final thoughts
It's time to shift our footprint
from exploiting the algo's
weaknesses, to engineering
human behaviour and
harvesting the right signals
i.e. Online PR with an SEO
backdrop...

44. URL for the presentation
http://bit.ly/unibetfigaro

45. Thanks for
watching,
holmes