1. Integrating SEO into the Wider Marketing Mix
James Carson, Head of Digital Marketing, Bauer Media

2. Bauer and I
james.carson@bauermedia.co.uk
@mrjamescarson
facebook.com/jacarson
uk.linkedin.com/in/jacarson85
www.jamescarson.co.uk/socialsearch
Always up for linkage!

3. SEO Could Exist in a Silo

7. Major Developments
Authorship
August 2011
2011 2012
Google Panda Google Penguin
February 2011 Google+ April 2012
June 2011

8. Panda
www.pandalized.com
www.wired.com/magazine/2009/10/ff_demandmedia/
googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html

9. Google+
www.google.com/insidesearch/features/plus/

10. Authorship
Author Rank
support.google.com/webmasters/bin/answer.py?hl=en&answer=1408986

11. Penguin

12. Favouring Big Brands?

13. Like it or not, SEO has changed and its future
relies upon a complex relationship with content
marketing, social media, and collaborative
technology.
searchenginewatch.com/article/2144350/Future-of-SEO-Change-Convergence-Collaboration
@andybetts1
searchenginewatch.com/author/1750/andy-betts

14. Inbound Marketing..?
To be an effective social media marketer, you must
understand content, analytics and SEO. To be a great
SEO, you need social media, content marketing, analytics
and CRO skills. The "specialist/generalist marketers" - those
who excel at a particular facet but have competence in all
of them - are best poised to win in the upcoming decade of
marketing.
www.seomoz.org/blog/the-brand-of-seo-and-the-trend-of-inbound-marketing
@randfish www.jamescarson.co.uk/socialsearch/2012/05/08/inbound-marketing-fun

15. No Longer Just Rankings...

16. RIP

17. Content Marketing Model
www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/
Outreach
Content
Design
Development
Analytics

18. Example…
www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/
Outreach
Content
Design
Development
Analytics

19. User Journey
User
I haven’t found what I’m looking for
Content
Outreach Purchase Path
Development
Website
Analytics

20. Analytics
• Keyword Analysis
• Competitor Analysis
• Brand Analysis
• Market Research
• Website Analysis

21. Unify Your Data
Google Analytics
(or otherwise)
Hyperion / Sales Email / CRM
Social Media APIs SEOmoz API
www.jamescarson.co.uk/socialsearch/2011/11/08/data-driving-integrated-marketing-departments

22. Design/Development
• Information
Architecture
• User Experience
• URL Structure
• HTML5 / CSS3
• Content
Management System
• Responsive Design

23. Classic Problem
www.closeronline.co.uk
www.closerdiets.com
Consolidate where
possible
www.fhm.com
www.fhmdates.com

24. Content
• News Articles
• Stock Guides
• Product Pages
• Infographics
• Video

25. How Music Travels
www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html

26. Outreach
• Email
• Social Media
• Link Building
• PR
• Advertising

27. Brewdog
The End of History
2010 – 55% Never Mind the Anabolics
Tactical Nuclear Penguin
2012 - 6 Banned Substances!
2009 – 32%

28. Who Does What?
Design/Development Outreach
Analytics Content

29. Which Are You?
www.perthnow.com.au/fun-games/left-brain-vs-right-brain/story-e6frg46u-1111114517613

30. Stakeholder Management
sales, marketers, PR, brand managers
journalists, writers, video
editors, designers, marketers (or just
anyone!)
developers, designers
analysts, marketing research

31. Make Yourself (or SEO) Redundant
www.ousbey.com/blog/make-yourself-redundant

32. Workshops & Meetings (Lots of Them)
#vomitstockimage

33. Social Media Integration
Larger Comps, ads, engagement
Social
Social
Profile
Profile
Even Larger
Data Capture/Polling Social
Profile
Referral site
Destination Website Links

34. Cross Platform Integration

35. Questions?
james.carson@bauermedia.co.uk
@mrjamescarson
facebook.com/jacarson
uk.linkedin.com/in/jacarson85
www.jamescarson.co.uk/socialsearch
Always up for linkage!