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 your digital marketing efforts? iCrossing UK CSO, Mark Iremonger and Head of SEO, Adam Skalak present at iStrategy London, November 2012.
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iCrossing UK: The Future of SEO is Content, Social and PPC
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
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?
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
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
Editor's Notes
A=facebook.comB=youtube.com
A=facebook.comB=youtube.com
A=facebook.comB=youtube.com
A=facebook.comB=youtube.com
A=facebook.comB=youtube.com
A=facebook.comB=youtube.com
A=facebook.comB=youtube.com
Google AdWords, Launched 2000 is Google's main advertising product and main source of revenue. Google's total advertising revenues were USD$28 billion in 2010Panda and Penguin Updates
Google AdWords, Launched 2000 is Google's main advertising product and main source of revenue. Google's total advertising revenues were USD$28 billion in 2010Panda and Penguin Updates