Transforming your old SEO to new SEO
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Transcript of Transforming your old SEO to new SEO
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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
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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
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Where are you with SEO?
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In the beginning
Conceptual
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Technical
Platforms
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Mathematical
Numbers
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Renaissance
Ideas!
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The new difference
• £110
• £90m
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Have your goals changed?(S)earch (E)ngine (O)bjective
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Step 1: Tidy Up
• Old SEO is no long acceptable– Press releases– Directories
• Cheaters get caught– Paid links– Spam links
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Step 2: Keyword Portfolios
Keywords
Content
Audience
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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
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Think like a publisher
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1) Don’t think like a media buyer.2) Buy media.
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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.
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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
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Goal 3: Be attractive
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Goal 4: Collect the SEO value
C = Content authorityA = Audience activationM = Market competitionX = Topic complexityt = Technical problems
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Sanity check
SEO
Content MarketingPR
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What can you do to help?
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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
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Signals (not just links)Engaging content (not just stubs)Clickthrough optimisation (not
brilliant basics)Voice (your ability to reach
audiences)
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Thank you!