Why You Have To Integrate SEO
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My Presentation from Brighton SEO focusing on why SEO must be integrated with broader marketing activity.
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Why You Have To Integrate SEO
- 1. Why You Have To Integrate SEO! Tim Grice
- 2. Ouch!!! Panda Unnatural Links Penguin
- 3. You can recover Write unique, useful content Remove toxic links Add a disavow file Send reconsideration There is a difference between a manual penalty and an algorithmic penalty.
- 4. Google Mean Business Matt Cutts Analyst Analyst Analyst Evaluators x 12 Evaluators x 12 Evaluators x 12
- 5. What do we mean?
- 6. Marketing Market Strategy Trends USP Key Target User Influences Audience Journey SEO should be integrated with a much wider strategy
- 7. Trying to avoid a manual review is not an SEO strategy!
- 8. SEO Marketing Not Manipulation
- 9. Integrate Outreach Social Mentions PR Outreach Links Data Content Shares
- 10. Everybody has an opinion!
- 11. News Strategy Shortlist Target News Brainstorm Launch Content Sites Rewrite Social Use Quote Publish on Target Sites
- 12. Links = Traffic
- 13. Who is your target audience? Publish something useful and tell them!
- 14. 3 Links 366 Relevant Visitors 117 Comments 41 linking route domains
- 15. Nobody is interested in my content?
- 17. Mentions + PR 20 link opportunities in 5 minutes!
- 18. But don’t stop there… Who is sharing your mentions? Who is commenting on your mentions? Who is linking to your mention? This is likely to be your target audience, whether for links, shares or sales.
- 19. Don’t Chase Competitors’ Bad Links They’ve Probably Disavowed Them
- 20. Targeted Outreach? We spend so much time looking for link targets Content is placed on any relevant website Who is going to read it? Who is going to share it? Are we putting our content in front of the right people?
- 21. If it was for Branded3?
- 22. Justifying a Link Relevant Great Metrics High Traffic Socially active Target Audience
- 23. We can apply the same principles to content
- 24. This is useful, but it’s not a content roadmap
- 25. Interest Blogging Press Consideration Videos Q&A Purchase Locators Offers
- 26. Every Bit of Content Produced Can Be Used For Outreach
- 27. A Word on Rankings
- 28. CTR & RTS Algo?
- 29. Summary There is no silver bullet, if you have no assets, you have no SEO strategy Link building is not dead, just different Consider key objectives in all activity Finding and engaging influences is key If you already rank well, links are most likely not the difference