How You Can Dominate Search With Existing Marketing
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Extracts from iStrategy 2013 presentation in November this year. Being more visible than your competitors is a basic requirement for success online although many marketers see it as a technical backwater. Today, marketing and PR are the key levers to beat competitors in natural search. This session draws on Tolkien, Google and Text Book Marketing to illustrate how you can dominate natural search by working your existing marketing.
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How You Can Dominate Search With Existing Marketing
- 1. How Marketing Can Dominate Natural Search September 2013 Mark Iremonger Chief Strategy Officer @iremonger Adam Skalak Head of SEO @adamskalak
- 2. Marketing 2 ATL BTL PR.com Social Media Earned Perception & Relationship Paid Awareness & Reach Owned Behaviour & Action
- 11. 11 WHY?
- 12. The Answer Is In The Story Search Then Now-ish BYHAND Time
- 13. Traditional SEO Pillars Technical Optimisation Link Building Keyword Optimisation Website Visibility Keyword Dominance Increased Relevance
- 14. 90% 4% 3% Google Bing Yahoo! Ask Jeeves Other Source: Hitwise (12 weeks ending Sep 12) The Dominant Silverback 90% Of all UK Search
- 15. Do Great Content. Stop Gaming Me Amplify User Signal Significance In Search Results Amplify Social Signal Significance In Search Results Stop Link Tactics Influencing Search Results Poor Content In Search Results TIME
- 16. Do Great Content. Stop Gaming Me Then Now-ish Next BYHAND MICROSOFT BING SOCIAL SIGNALS & USER DATA LINK EQUITY Time PUB CERTAIN
- 17. Less Influence More Risk Impact 1: Unnatural Link Building Is Not Sustainable Technical Optimisation Keyword Optimisation Unnatural Link Building
- 18. More Influence Impact 2: Two New SEO Pillars New SEO Pillars Influencer Engagement Consumer Engagement + New Outcomes: 1. Natural Links 2. Social Signals 3. User Data SignalsTechnical Optimisation Keyword Optimisation Unnatural Link Building
- 20. Unnatural Link Building The New Pillars of SEO Maximise Effectiveness, Minimise Risk Influencer Engagement Consumer Engagement Technical Optimisation Keyword Optimisation
- 22. Will SEO remain in a silo in 2014? Connected SEO ATL BTL PR .com Social Media SEO SEO Are your agencies or organisation capable of supporting Connected SEO? Do you have an influencer strategy that supports SEO? How can you tap your other marketing activity to generate SEO value? Do PR and SEO talk? Do digital data insights feed into your marketing? Is your SEO agency capable of being a ‘trusted partner’? Does SEO contribute to campaign strategy and planning?