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4Ps Marketing Jump 2013

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Presentation on the changing shape of integrated SEO.

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#IntegratedSEO #IntegratedSEO @4PsMarketing @Hannah_4Ps
#IntegratedSEO Integrated SEO… • WHERE IS SEO NOW? • WHATS CHANGED? • WHAT’S BEEN THE RESPONSE? • HOW SHOULD YOU RESPOND?
#IntegratedSEO 1 WHERE IS SEO NOW?
#IntegratedSEO Rankings…
#IntegratedSEO Digital PR Social PPC SEO Display
#IntegratedSEO
#IntegratedSEO 2 WHAT’S CHANGED?
#IntegratedSEO Conversational & Semantic Search
#IntegratedSEO How? Where? Why? What? When?
#IntegratedSEO 3 WHAT’S BEEN THE RESPONSE?
#IntegratedSEO
#IntegratedSEO • Written Text • Stats • Graphs • Videos • Social Conversations • Interviews • Reports • Case studies • Webinars • Emails / Newsletters • Images • Infographics
#IntegratedSEO 3 HOW SHOULD YOU RESPOND?
#IntegratedSEO
#IntegratedSEO Integrated SEO = Integrated Marketing
#IntegratedSEO
#IntegratedSEO Agencies Internal Departments
#IntegratedSEO
#IntegratedSEO Trading Developers Email Marketing Social Digital Product Content PPC SEO Blog Content Same Goal “To generate more business” …Why wouldn’t they be Integrated?
#IntegratedSEO High Street Fashion Retailer 37%
#IntegratedSEO Call Centres Localised Content Email Marketing Social Digital Developers PPC SEO Blog Content
#IntegratedSEO 50% of content plan wasn’t relevant to the audiences questions through the call centre
#IntegratedSEO
#IntegratedSEO
#IntegratedSEO Integrated SEO = Integrated Marketing
#IntegratedSEO Any Questions #IntegratedSEO @4PsMarketing @Hannah_4Ps

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4Ps Marketing Jump 2013

Editor's Notes

  1. - What does integrated seo actually mean?
  2. Survey – Most MDs & Directors still focus on rankingsSearch engines now understand keyword manipulation
  3. - More clients we speak to are starting to understand that SEO doesn’t work as a silo
  4. Working in separate teams session this morning that 88% of companies have marketing separatedMarketing – developers – content
  5. Show of handsWho knows how to apply it?Content importantHelp users find the right informationquery string rather than split keywords
  6. Increase in mobile and voice searchgreatly consider questions “how” “why” “where”less “results” focused and more “answers”
  7. PRODUCING CONTENT - goodNot targeted -Targeting everybodyEveryone is trying to respondGood use of resource?
  8. Content is the coreRight audience?Lots of different ways to deliver contentDon’t keep shouting about everything
  9. Use this diagram and continue to refine the strategyStrategy – after research, understood audienceFeeds into contentThrough the channels
  10. - To us integrated SEO is about integrating marketing
  11. Marketing departments job is to sell the storyTheyconsider the users and approach themEmpowers marketingUsing tolearn about your customersBegan to understand the integrated marketingSomething lacking is….
  12. The part that’s missing is integrating other departmentsIntegrate agencies – we found successIntegrate internal departments - knowledge
  13. Whichever sector you might fall intoDIFFERENT VERTICALSDifferent customer knowledge
  14. Largest multichannel retailersTrading – product knowledge – popular productsContent writers – influence search
  15. - 7 figure revenue numbers from search
  16. Some of our travel – not allCall centres hear what your customers are asking – ask themLocalised content writers - know what people want from locations
  17. Approach change positivelyBusinesses need to change and adapt because your competitors will
  18. 1 thing you do – go askFeed results back inPeople that pick up phone
  19. - To us integrated SEO is about integrating marketing