istrategy london - the future of seo is content, social and ppc mark iremonger & adam skalak,...

Search Future = Marketing Future The Future Of SEO Is Content, Social & PPC

Adam and Mark iCrossing UK November 2012 @iremonger @adamskalak

REF: THE INTERNET MAP, RUSLAN ENIKEEV, 2012

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live.com

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facebook.com

google.co.uk

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wikipedia.org

yahoo.com

blogspot.com

google.com

live.com

youtube.com

facebook.com

bbc.co.uk

ebay.co.uk

amazon.co.uk

google.co.uk

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wikipedia.org

yahoo.com

blogspot.com

google.com

live.com

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facebook.com

bbc.co.uk

ebay.co.uk

amazon.co.uk

UK TRAVEL CLUSTER

google.co.uk

UK MEDIA CLUSTER

UK FINANCE CLUSTER

UK TRAVEL CLUSTER

CONNECTED BRANDS

Engaged Is there evidence it

engages

customers?

Visible Is it easy to

find?

Useful Is there evidence it

meets customer

needs?

Usable Is it easy to get

things done?

UK MEDIA CLUSTER

UK FINANCE CLUSTER

Priority 1

Visible Is it easy to find?

Is It Easy To Find? A Brief History Of Search

Then Now-ish

Time

90%

4% 3%

Google

Bing

Yahoo!

Ask Jeeves

Other

Source: Hitwise (12 weeks ending Sep 12)

The Dominant Silverback

90% Of all UK Search

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

Do Great Content. Stop Gaming Me

Then Now-ish Next

Time

PUB

CERTAIN

Traditional SEO Pillars

Technical Optimisation

Link Building

Keyword Optimisation

Outcome: Website Visibility Outcome: Keyword Dominance

Outcome: Increased Relevance

Less Influence

More Risk

Impact 1: Unnatural Link Building Is Not Sustainable

Technical Optimisation

Keyword Optimisation

Unnatural Link

Building

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 Signals Technical

Optimisation

Keyword Optimisation

Unnatural Link

Building

Unnatural Link Building

The New Pillars of SEO: Maximise Effectiveness, Minimise Risk

Influencer Engagement

Consumer Engagement

Technical Optimisation

Keyword Optimisation

Unnatural Link Building

The New Pillars of SEO

Influencer Engagement

Consumer Engagement

Technical Optimisation

Keyword Optimisation

Search Future = Marketing Future

How We Deliver

Keyword Groups And Prioritisation

Customer Journey Mapping

Consumer Segmentation

Influencer Intelligence

Performance Measurement

Five Questions To Leave You With

Keyword Groups And Prioritisation

Customer Journey Mapping

Audience Segmentation

Influencer Intelligence

Performance Measurement

1

Do you pursue a one dimensional

generic keyword strategy?

If you are, the gorilla will eventually get you.

Five Questions To Leave You With

Keyword Groups And Prioritisation

Customer Journey Mapping

Audience Segmentation

Influencer Intelligence

Performance Measurement

2

Is Your SEO Programme Too

Conversion Focussed?

If it is, it will become difficult to achieve

good results.

Five Questions To Leave You With

Keyword Groups And Prioritisation

Customer Journey Mapping

Audience Segmentation

Influencer Intelligence

Performance Measurement

3

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.

Five Questions To Leave You With

Keyword Groups And Prioritisation

Customer Journey Mapping

Audience Segmentation

Influencer Intelligence

Performance Measurement

4

Do You Identify And Build Sustainable

Relationships With Different

Influencer Groups?

Their role in stimulating engagement is

essential.

Five Questions To Leave You With

Keyword Groups And Prioritisation

Customer Journey Mapping

Audience Segmentation

Influencer Intelligence

Performance Measurement

5

Do You Understand How Natural

Search Contributes To Conversion?

Last Click is not a great way to gain insight

into your activity.

Unnatural Link Building

The New Pillars of SEO

Influencer Engagement

Consumer Engagement

Technical Optimisation

Keyword Optimisation

Search Future = Marketing Future