figaro digital marketing conference: seo is the new pr - stephen kenwright

@stekenwright | #FigDigConf, 27 November 2014

Traditionally

Awareness

Consideration

Conversion

Loyalty

To most people, SEO looked

Like this

Problem #1:

This was never going to drive awareness

Problem #2:

Our link building tactics didn’t help consumers

Now

Awareness

Consideration

Conversion

Loyalty

Google

No one can rank on awareness alone

Traffic Share – Breakdown Cover

No. of keywordsMax Potential Traffic

(monthly)

86 31,950

22%

65%

59%

28%

21%

13% 12%8%

6%4%

0%

10%

20%

30%

40%

50%

60%

70%

-

5,000

10,000

15,000

20,000

25,000

Traffic Est Traffic Share

Now we do SEO

Like this

Growth through

Google cares about…

Google cares about…

Not even PRs care about…

Everyone cares about…

1. We can help

Measure everything

2. We know what

Google wants

Google wants you to stop sending…

Stuff for bloggers

Google wants you to stop buying…

Advertorials

Problem:

Native advertising looks a lot like advertorials

Google wants you to stop syndicating…

Press releases

Problem #1:

Links from press releases will get you penalised

Problem #2:

Nobody hangs around on PR Newswire anymore

3. We know

How the internet works

If it’s worth syndicating someone will do it for you

People tell their own stories

…make it easy

Promotion

PR

Blogger Outreach

Response Source

Reddit

Forums

Facebook Advertising

some people like to…

No engagement

…but social shares are hardly

Business critical

Traffic is

Business critical

in referrals

YOY organic traffic

Conversions are

Business critical

We generated

Problem:

There are aspects of PR SEO will never be good at

Like…

Trade

Like…

The “real world”

Like…

Crisis management

Problem:

Nobody is good at everything

For Branded3, technical link builders became

technical SEOs

We hired people to do

Thank you!@stekenwright

stephen.kenwright@branded3.com