iStrategy London - The future of SEO is Content, Social and PPC Mark Iremonger & Adam Skalak, iCrossing

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As the search landscape continues to develop brands need a view of the value SEO can deliver beyond a search ranking. Methods and tactics have moved. How well integrated are you PPC and SEO efforts? Do your social teams talk? Has your brand kept up? Join iCrossing’s Mark Iremonger and Adam Skalak as they paint a picture of the future of SEO – and it's implications for brands and agencies.

Business

Search Future = Marketing Future
The FutureOfSEOIsContent, Social&PPC

Adam and Mark
iCrossing UK
November 2012

@iremonger
@adamskalak

REF: THE INTERNET MAP, RUSLAN ENIKEEV, 2012

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UK MEDIA CLUSTER
UK FINANCE CLUSTER
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ebay.co.uk
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UK MEDIA CLUSTER
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UK TRAVEL CLUSTER

CONNECTED BRANDS

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find? meets customer things done? engages
needs? customers?

Is It Easy To Find? A Brief History Of Search
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Time

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4%

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TIME

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Traditional SEO Pillars

Outcome: Increased Relevance

Keyword
Optimisation

Technical Link
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Impact 1: Unnatural Link Building Is Not Sustainable

Keyword
Optimisation

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Impact 2: Two New SEO Pillars

New SEO Pillars

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Building

The New Pillars of SEO

Search Future = Marketing Future

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Building

How We Deliver

Keyword Customer
Consumer Influencer Performance
Groups And Journey
Segmentation Intelligence Measurement
Prioritisation Mapping

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.

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.

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.

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.

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.

How will social media change the Internet and Online financing ? Google revenues come by more than 95% through advertising. Whereas 60% are on Google owned inventory. Currently community sites have a very high lock-in factor to users and also high usage numbers. At the same time people using the Internet and Social Sites anytime, anywhere on their mobile. Business have to keep up with customer and try to offer conversations where customers are. But how can you argue: Why should a company do social media ? How do you measure Social Media ROI ? 5 Key Questions to answer: Are social recommendation the new Social Media Currency ?

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

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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

iStrategy London - The future of SEO is Content, Social and PPC Mark Iremonger & Adam Skalak, iCrossing

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