This session helps attendees understand how to develop SEO strategies which stand the test of time. Google's recent algorithm updates have changed the SEO landscape forever, and this coupled with the integration of social signals and the launch of Google+, makes for a very challenging landscape in which 'shortcut' SEO techniques will no longer drive results.
35. Future Proofing SEO Strategies
News Strategy
Shortlist Target
News Brainstorm Launch Content
Sites
Rewrite Social Use Quote
Publish on Target
Sites
36. Future Proofing SEO Strategies
Targeted Outreach?
• We spend so much time looking for link targets
• Content is placed on any relevant website
• Who is going to read it?
• Who is going to share it?
• Are we putting our content in front of the right people?
47. Future Proofing SEO Strategies
This is useful, but it’s not a content roadmap
48. Future Proofing SEO Strategies
It’s not just about keywords….
Awareness Interest Consideration Purchase Retention Advocacy
• Blog • Demos • Benefits • Locators • Blog • Emails
Posts • Videos • Compare • Geo Posts • Newsletters
• News • Imagery • Features pages • News • Fan pages
• Video • Giveaways
49. Future Proofing SEO Strategies
It’s about content persuasion not content manipulation.
50. Future Proofing SEO Strategies
Every piece of content can be used to justify/earn links!
51. Future Proofing SEO Strategies
Summary
• The industry needs to mature and stop fighting the algorithm
• Shortcuts will be short lived
• SEO is about Marketing and Persuasion, NOT manipulation
• You develop relationships with industry influencers… or become one!