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How should SEO fit into the
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Mike JeffsSenior Account DirectorBranded3 
@mikerjeffs 
Simon PrinceHead of Acquisitions Powwownow@powwownow
Powwownow 
We’re the FREE conference calling and collaboration service. Instant, simple and contract-free. 
Team of 60 based in Richmond, Surrey 
Projected 2015 turnover of £17m 
We’ve been operating for 10 years and in 2013 we were acquired by PGi 
SEO spend accounts for 10% of our budget and is responsible for around 30% of our direct acquisitions
Account History
Branded3 
External 
Creative 
Media Buying 
SEO
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 
Rel Publisher 
Hreflang Hreflang 
Rel Author Rel Author Rel Author 
Rich Snippets Rich Snippets Rich Snippets Rich Snippets 
Video Sitemaps Video Sitemaps Video Sitemaps Video Sitemaps 
Search Suggest Search Suggest Search Suggest Search Suggest Search Suggest 
Rel Canonical Rel Canonical Rel Canonical Rel Canonical Rel Canonical Rel Canonical Rel Canonical 
XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps 
Video Results Video Results Video Results Video Results Video Results Video Results Video Results Video Results Video Results Video Results 
Local Results Local Results Local Results Local Results Local Results Local Results Local Results Local Results Local Results Local Results 
Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results 
News Results News Results News Results News Results News Results News Results News Results News Results News Results News Results News Results 
Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity 
Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality 
Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity 
Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text 
PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank 
Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords 
Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability
Branded3 
PR & Outreach 
Powwownow 
Content Marketing Manager 
Marketing Director 
UX Designer 
External 
German Agency 
Creative 
PR 
Media Buying 
Insights 
Content 
SEO 
PPC
CITATIONS 
DEVELOP 
CONVERSATIONS 
NEWS 
Sentiment 
SOCIAL 
Authority 
Relevance 
Freshness 
DESIGN 
CONTENT 
MOBILE 
Engagement 
Satisfaction 
Structure 
Quality 
CREATIVE 
Conversion 
is listening to…
1.Increase free pin registrations via search 
2.Engage users to help ensure top of mind awareness 
3.Show Google that Powwownow is a great resource and should rank higher than the competition for high value keywords
Source
1)(Not provided) 
2) Historic link profile of an acquired site 
3) Monetised blogs and guest posting 
4) New competitors 
5) Algorithm updates 
6) Thin legacy content pages
Jan-12 
Feb-12 
Mar-12 
Apr-12 
May-12 
Jun-12 
Jul-12 
Aug-12 
Sep-12 
Oct-12 
Nov-12 
Dec-12 
Jan-13 
Feb-13 
Mar-13 
Apr-13 
May-13 
Jun-13 
Jul-13 
Aug-13 
Sep-13 
Oct-13 
Nov-13 
Dec-13 
Jan-14 
Feb-14 
Mar-14 
Apr-14 
May-14 
Jun-14 
Jul-14 
Aug-14 
Sep-14 
Oct-14 
Nov-14 
Dec-14
Annual Free Pin Registrations 
2012 
2013 
2014
“People aren’t replying to my emails” 
“I want a conference calling service that I can trust.” 
“I want to setup a call for 20 people.” 
Keywords: 
‘How to be an effective communicator’ 
Keywords: 
‘conference call provider’ 
Keywords: 
‘how to setup a conference call’
Thank you! 
Mike JeffsSenior Account DirectorBranded3 
@mikerjeffsmike.jeffs@branded3.com 
Simon PrinceHead of Acquisitions Powwownow@Powwownowsimon.prince@Powwownow.com

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How to integrate seo in the marketing mix

  • 1. How should SEO fit into the
  • 2. + Mike JeffsSenior Account DirectorBranded3 @mikerjeffs Simon PrinceHead of Acquisitions Powwownow@powwownow
  • 3.
  • 4. Powwownow We’re the FREE conference calling and collaboration service. Instant, simple and contract-free. Team of 60 based in Richmond, Surrey Projected 2015 turnover of £17m We’ve been operating for 10 years and in 2013 we were acquired by PGi SEO spend accounts for 10% of our budget and is responsible for around 30% of our direct acquisitions
  • 5.
  • 7. Branded3 External Creative Media Buying SEO
  • 8. 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Rel Publisher Hreflang Hreflang Rel Author Rel Author Rel Author Rich Snippets Rich Snippets Rich Snippets Rich Snippets Video Sitemaps Video Sitemaps Video Sitemaps Video Sitemaps Search Suggest Search Suggest Search Suggest Search Suggest Search Suggest Rel Canonical Rel Canonical Rel Canonical Rel Canonical Rel Canonical Rel Canonical Rel Canonical XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps Video Results Video Results Video Results Video Results Video Results Video Results Video Results Video Results Video Results Video Results Local Results Local Results Local Results Local Results Local Results Local Results Local Results Local Results Local Results Local Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results News Results News Results News Results News Results News Results News Results News Results News Results News Results News Results News Results Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability
  • 9. Branded3 PR & Outreach Powwownow Content Marketing Manager Marketing Director UX Designer External German Agency Creative PR Media Buying Insights Content SEO PPC
  • 10. CITATIONS DEVELOP CONVERSATIONS NEWS Sentiment SOCIAL Authority Relevance Freshness DESIGN CONTENT MOBILE Engagement Satisfaction Structure Quality CREATIVE Conversion is listening to…
  • 11.
  • 12.
  • 13. 1.Increase free pin registrations via search 2.Engage users to help ensure top of mind awareness 3.Show Google that Powwownow is a great resource and should rank higher than the competition for high value keywords
  • 15. 1)(Not provided) 2) Historic link profile of an acquired site 3) Monetised blogs and guest posting 4) New competitors 5) Algorithm updates 6) Thin legacy content pages
  • 16.
  • 17.
  • 18.
  • 19. Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14
  • 20. Annual Free Pin Registrations 2012 2013 2014
  • 21.
  • 22. “People aren’t replying to my emails” “I want a conference calling service that I can trust.” “I want to setup a call for 20 people.” Keywords: ‘How to be an effective communicator’ Keywords: ‘conference call provider’ Keywords: ‘how to setup a conference call’
  • 23.
  • 24.
  • 25.
  • 26.
  • 27. Thank you! Mike JeffsSenior Account DirectorBranded3 @mikerjeffsmike.jeffs@branded3.com Simon PrinceHead of Acquisitions Powwownow@Powwownowsimon.prince@Powwownow.com