This document discusses the future of search engine optimization (SEO). It argues that the dominant pillars of SEO are shifting from technical optimization and unnatural link building towards keyword optimization, influencer engagement, and consumer engagement. These new pillars will maximize effectiveness and minimize risk for SEO strategies by focusing on natural links, social signals, and user data signals. The document leaves the reader with five questions about how to integrate these new SEO pillars into their approach.

1. Search Future = Marketing Future
TheFutureOfSEOIsContent, Social&PPC
Adam and Mark
iCrossing UK
November 2012
@iremonger
@adamskalak
REF: THE INTERNET MAP, RUSLAN ENIKEEV, 2012

2. wikipedia.org
twitter.com
yahoo.com
A
google.com
youtube.com
live.com
blogspot.com

3. wikipedia.org
twitter.com
yahoo.com
A
facebook.com
google.com
youtube.com
live.com
blogspot.com

4. wikipedia.org
twitter.com
google.co.uk
yahoo.com
facebook.com
google.com
youtube.com
live.com
blogspot.com

5. bbc.co.uk amazon.co.uk
ebay.co.uk
wikipedia.org
twitter.com
google.co.uk
yahoo.com
facebook.com
google.com
youtube.com
live.com
blogspot.com

6. UK MEDIA CLUSTER
UK FINANCE CLUSTER
bbc.co.uk amazon.co.uk
ebay.co.uk
wikipedia.org
twitter.com UK TRAVEL CLUSTER
google.co.uk
yahoo.com
facebook.com
google.com
youtube.com
live.com
blogspot.com

7. UK MEDIA CLUSTER
UK FINANCE CLUSTER
UK TRAVEL CLUSTER
CONNECTED BRANDS
Visible Useful Usable Engaged
Is it easy to Is there evidence it Is it easy to get Is there evidence it
find? meets customer things done? engages
needs? customers?

8. Priority 1
Visible
Is it easy to find?

9. Is It Easy To Find? A Brief History Of Search
Then Now-ish
Time

10. The Dominant Silverback
3%
4%
90%
Of all UK Search
Google
Bing
Yahoo!
90% Ask Jeeves
Other
Source: Hitwise (12 weeks ending Sep 12)

11. Do Great Content. Stop Gaming Me
Poor Content Stop Link Tactics
In Search Results Influencing
Search Results
TIME
Amplify Amplify
Social Signal Significance User Signal Significance
In Search Results In Search Results

12. Do Great Content. Stop Gaming Me
Then Now-ish Next
CERTAIN
PUB
Time

13. Traditional SEO Pillars
Outcome: Increased Relevance
Keyword
Optimisation
Technical Link
Optimisation Building
Outcome: Website Visibility Outcome: Keyword Dominance

14. Impact 1: Unnatural Link Building Is Not Sustainable
Keyword
Optimisation
Unnatural
Technical
Optimisation Link
Building Less Influence
More Risk

15. Impact 2: Two New SEO Pillars
New SEO Pillars
Keyword
Optimisation New Outcomes:
+ Influencer Consumer
Engagement
1. Natural Links
Engagement 2. Social Signals
Unnatural
Technical 3. User Data Signals
Optimisation Link
Building
More Influence

16. The New Pillars of SEO: Maximise Effectiveness, Minimise Risk
Technical Keyword Influencer Consumer
Optimisation Optimisation Engagement Engagement
Unnatural Link
Building

17. The New Pillars of SEO
Search Future = Marketing Future
Technical Keyword Influencer Consumer
Optimisation Optimisation Engagement Engagement
Unnatural Link
Building

18. How We Deliver
Keyword Customer
Consumer Influencer Performance
Groups And Journey
Segmentation Intelligence Measurement
Prioritisation Mapping

19. Five Questions To Leave You With
1
Keyword Customer
Audience Influencer Performance
Groups And Journey
Segmentation Intelligence Measurement
Prioritisation Mapping
Do you pursue a one dimensional
generic keyword strategy?
If you are, the gorilla will eventually get you.

20. Five Questions To Leave You With
2
Keyword Customer
Audience Influencer Performance
Groups And Journey
Segmentation Intelligence Measurement
Prioritisation Mapping
Is Your SEO Programme Too
Conversion Focussed?
If it is, it will become difficult to achieve
good results.

21. Five Questions To Leave You With
3
Keyword Customer
Audience Influencer Performance
Groups And Journey
Segmentation Intelligence Measurement
Prioritisation Mapping
Do You Use Audience Segments
In Your SEO Programme?
If you do not it will be difficult to sustainably
create the engaging content you will need for
SEO.

22. Five Questions To Leave You With
4
Keyword Customer
Audience Influencer Performance
Groups And Journey
Segmentation Intelligence Measurement
Prioritisation Mapping
Do You Identify And Build Sustainable
Relationships With Different
Influencer Groups?
Their role in stimulating engagement is
essential.

23. Five Questions To Leave You With
5
Keyword Customer
Audience Influencer Performance
Groups And Journey
Segmentation Intelligence Measurement
Prioritisation Mapping
Do You Understand How Natural
Search Contributes To Conversion?
Last Click is not a great way to gain insight
into your activity.

24. The New Pillars of SEO
Search Future = Marketing Future
Technical Keyword Influencer Consumer
Optimisation Optimisation Engagement Engagement
Unnatural Link
Building