This document discusses how search engine optimization strategies need to evolve in response to changes in how Google and other platforms work. It recommends putting more emphasis on earning attention through valuable branded content, driving brand growth, and building direct relationships with audiences so that people search for the brand directly rather than relying on keyword rankings. The goal is to develop a future-proof SEO strategy focused on winning over audiences so they come straight to a website, bypassing fights over keywords and position zero.

1. BEYOND LINK BUILDING
HOW WE’RE EVOLVING OUR APPROACH FOR DIGITAL PR

2. ONCE UPON A TIME… GOOGLE
SERVED TWO CUSTOMERS
USERS AND CONTENT CREATORS

3. < Client logo >
Serving up what it thought was the best content
for the right search query.
HELPING THEM
FIND EACH
OTHER...

4. BUT THE WAY GOOGLE WORKS HAS
CHANGED, WHICH IS BAD NEWS
FOR CONTENT CREATORS

5. GOOGLE WANTS TO SOLVE QUERIES
WITHIN SERPS
FACEBOOK, TWITTER, INSTAGRAM, LINKEDIN, PUBLICATIONS THAT WON’T LINK…. THEY ALL WANT TO
KEEP USERS IN THEIR OWN ECOSYSTEM.
GOOGLE IS ONLY SOLVING FOR THE USER NOW.

6. < Client logo >
IT’S ABOUT
“SEARCHER
SATISFACTION”
What information is the user looking for?

7. FOR FUNCTIONAL SEARCHES

8. AND “PURCHASE” SEARCHES TOO

9. IN FEBRUARY 2018, 61% OF
SEARCHES HAD NO CLICK

10. NO CLICK...

11. VOICE SEARCH WILL ONLY MAKE IT
WORSE
THERE’S NO NEED TO CLICK ANYWHERE IF YOUR PHONE’S READING YOU THE ANSWER…
ALSO KNOWN AS POSITION ZERO...
AND IF VOICE SEARCH WILL BE 50% OF ALL SEARCHES BY 2020, THAT’S EVEN LESS CHANCE OF ORGANIC
TRAFFIC TO YOUR SITE.

12. TRADITIONAL APPROACHES
ARE NO LONGER WORKING

13. WHAT’S OUR RESPONSE TO
THESE CHALLENGES?

14. < Client logo >
A paid boost to visibility - whether that’s on social
media, PPC or programmatic - can be a necessary
part of the mix. This may not be feasible or
future-proof, but good complementary activity.
PAYING FOR
VISIBILITY

15. < Client logo >
Earned media is a critical part of the mix. In an
advertising landscape, anyone with money can
buy (fragmented) attention. But people who earn
it, keep it for longer, and are more trusted.
EMPHASIS ON
EARNING
ATTENTION

16. Content that is generous, shows your expertise,
what you stand for, that’s relevant and useful to
your audience… that thing you’re known for.
A REASON TO VISIT, TO LINK AND TO LIKE
DOUBLE DOWN
ON VALUABLE
BRANDED
CONTENT

17. Create content that requires more than a SERP
snippet to answer, meaning people have to click
through to your site for the full answer = more
meaningful interactions with your audience and
demonstrable expertise on a topic.
FOCUS YOUR CONTENT STRATEGY ON
KEYWORDS AND SEARCHES GOOGLE IS
LESS LIKELY TO CANNIBALISE
GO DEEPER WITH
CONTENT

18. < Client logo >
Each person landing on your site is precious, we
need to make the most of them. Understand their
journey, make sure content is relevant and once
they’ve been on your site - try and stay connected
with tactics like newsletters and remarketing.
LEVERAGE EVERY
SCRAP OF
TRAFFIC

19. Point offsite efforts back to an owned property -
like a website or content hub - where you can
build a direct relationship with your audience.
Don’t rely solely on “renting” space where you
ultimately don’t have control.
PUT YOUR
WEBSITE AT THE
CENTER OF
CAMPAIGNS

20. Drive brand growth through blogs, podcasts, earned
media, events, brand advertising, partnerships etc…
etc...
FOCUS ON
BUILDING
YOUR BRAND

21. DON’T RELY ON SINGULAR CHANNELS
OR TACTICS
DOUBLE DOWN ON BRANDED VALUE
CREATION
GET YOUR BRAND ASSOCIATED WITH
THE KEYWORD GROUPS...
MAKE YOUR
BRAND
SEARCHED FOR
MORE THAN
ANY OTHER
KEYWORD

22. IF YOU CAN WIN THE HEARTS
AND MINDS OF YOUR
AUDIENCE...

23. SO THAT THEY COME
STRAIGHT TO YOU
DIRECTLY...

24. ...BYPASSING THE TUSSLE
FOR KEYWORD RANKINGS
AND POSITION ZERO...

25. THEN THAT IS A TRULY
FUTURE PROOF SEO
STRATEGY.

26. THANK YOU
sarah.evans@wearebottle.com