OLD SEO TO NEW SEOD I G I TA L M A R K E T I N G S H O W 2 0 1 3

@AndrewGirdwood

User-Journey

Op

port

un

ity

Decision Intent Consideration Awareness

93% of experiencesbegin with a search

Google UK: 1.6 billion searches a month

31 million people purchased goods or services online

96% of 18-29 y/o have used a search engine

Why do you care?

1 in 3 mobile searches have local intent

15% of searches Google has never seen before

94% people using natural search listing over paid

Where are you with SEO?

In the beginning

Conceptual

Technical

Platforms

Mathematical

Numbers

Renaissance

Ideas!

The new difference

• £110

• £90m

Have your goals changed?(S)earch (E)ngine (O)bjective

Step 1: Tidy Up

• Old SEO is no long acceptable– Press releases– Directories

• Cheaters get caught– Paid links– Spam links

Step 2: Keyword Portfolios

Keywords

Content

Audience

Step 3: Audience responsibilities

• Your SEO teams– In-house and agency

• Your PR teams– In-house and agency

• Your Social Media teams– In-house and agency

Think like a publisher

1) Don’t think like a media buyer.2) Buy media.

Goal 1: Activate Audiences

• Google and others need to see signals from people– Talk about your site– Search for your site– Relate your site to topics

• Your audiences are those publishers who can create those signals

• Think of SEO as a specialism of Social – and you’re not far wrong.

Goal 2: Keep it legal

• ASA & OFT (in the UK) and the FTC (in the States)• Understand

– Editorials vs Advertorials

• Many bloggers DO NOT understand the difference– … and that is our fault

Goal 3: Be attractive

Goal 4: Collect the SEO value

C = Content authorityA = Audience activationM = Market competitionX = Topic complexityt = Technical problems

Sanity check

SEO

Content MarketingPR

What can you do to help?

Big wins

• Service not a product• Allow failure

– What if you started on Google+ when it launched?

• Let your incumbent SEO actually do new SEO– Contractual changes– Reporting focus on activities that are SEO positive

Signals (not just links)Engaging content (not just stubs)Clickthrough optimisation (not

brilliant basics)Voice (your ability to reach

audiences)

Thank you!