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“Fine tuning
instruments to create
an SEO symphony”
@riktrnr
rik@propellernet.co.uk
www.propellernet.co.uk
SEO has changed
“If digital marketing
was an orchestra,
SEO would be the
conductor.”
Simon Allen - Stickyeyes
SEO
Social
PR
UX
Content
Designers
Development
Copywriters
Analysts
Marketing
Experiential
Paid media
IT
Ecommerce
Technic...
Should SEO really be
the conductor?
Then what is the role of
SEO?
“If digital marketing was
an orchestra, SEO
would be the conductor.”
“If digital marketing was
an orchestra, SEO
would be a symphony.”
SEO
PR
Trading
Copy
Writers
Developers
User
Experience
Brand
Content
Social
• Focus trends & products
• Site hierarchy
• P...
So who should be the
conductor?
Brand values,
proposition
and priorities
Customers &
Influencers values,
interests and needs
Insights & ideas drives every...
Test Small
Think Big
So how does this all
work in practice?
Organisational Structure
Marketing
Brand/Social
SEO
PaidMedia
Content
CRM
PR
Focus on the customer
Sharing
Finding
Choosing
Experiencing
Social
media
Paid
media
Content
/UX
SEO/
CRO
Insight
and
Ideas
Hub Team
‘New Parents’
PR
Brand
Social
CRM
SEO
Content
Changing Processes
Focus on the customer
Sharing
Finding
Choosing
Experiencing
Social
media
Paid
media
Content
/UX
SEO/
CRO
Insight
and
Ideas
“If digital marketing was
an orchestra, SEO
would be the conductor.”
“If digital marketing was
an orchestra, SEO
would be a symphony.”
Thank you!
@riktrnr
rik@propellernet.co.uk
www.propellernet.co.uk
Fine tuning instruments to create an seo symphony
Fine tuning instruments to create an seo symphony
Fine tuning instruments to create an seo symphony
Fine tuning instruments to create an seo symphony
Fine tuning instruments to create an seo symphony
Fine tuning instruments to create an seo symphony
Fine tuning instruments to create an seo symphony
Fine tuning instruments to create an seo symphony
Fine tuning instruments to create an seo symphony
Fine tuning instruments to create an seo symphony
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Fine tuning instruments to create an seo symphony

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My talk about how businesses need all their specialists to play in harmony to improve SEO performance.

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Fine tuning instruments to create an seo symphony

  1. 1. “Fine tuning instruments to create an SEO symphony” @riktrnr rik@propellernet.co.uk www.propellernet.co.uk
  2. 2. SEO has changed
  3. 3. “If digital marketing was an orchestra, SEO would be the conductor.” Simon Allen - Stickyeyes
  4. 4. SEO Social PR UX Content Designers Development Copywriters Analysts Marketing Experiential Paid media IT Ecommerce Technical SEO
  5. 5. Should SEO really be the conductor?
  6. 6. Then what is the role of SEO?
  7. 7. “If digital marketing was an orchestra, SEO would be the conductor.”
  8. 8. “If digital marketing was an orchestra, SEO would be a symphony.”
  9. 9. SEO PR Trading Copy Writers Developers User Experience Brand Content Social • Focus trends & products • Site hierarchy • Publisher coverage • Blogger relations • Tone of Voice • Links as KPI • Tone of Voice • Use commonly searched keywords where relevant • Learn the basics • Archive/redirect old content • URL structure • Ask questions early • Sharing as a conversion • Site navigation • URL structure • Brand engagement • Customer insights • Tone of Voice • Editorials • Videos • Learn psychology of sharing • Tone of Voice • Brand engagement • Tone of Voice
  10. 10. So who should be the conductor?
  11. 11. Brand values, proposition and priorities Customers & Influencers values, interests and needs Insights & ideas drives everything
  12. 12. Test Small Think Big
  13. 13. So how does this all work in practice?
  14. 14. Organisational Structure Marketing Brand/Social SEO PaidMedia Content CRM PR
  15. 15. Focus on the customer Sharing Finding Choosing Experiencing Social media Paid media Content /UX SEO/ CRO Insight and Ideas
  16. 16. Hub Team ‘New Parents’ PR Brand Social CRM SEO Content
  17. 17. Changing Processes
  18. 18. Focus on the customer Sharing Finding Choosing Experiencing Social media Paid media Content /UX SEO/ CRO Insight and Ideas
  19. 19. “If digital marketing was an orchestra, SEO would be the conductor.”
  20. 20. “If digital marketing was an orchestra, SEO would be a symphony.”
  21. 21. Thank you! @riktrnr rik@propellernet.co.uk www.propellernet.co.uk

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