A quick presentation on the place of search engine optimisation within overall marketing strategy, and the high level approach to winning Google.

1. Winning SEO 2013+
Tomas Vaitulevicius @earnedmarketing
Rightmove

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Who would like 12 million
free visits every month?

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The Plan
What is SEO?
Who needs it and why?
What does Google really want?
How do you “Do” SEO?
The crystal ball

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What is SEO?

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It’s Search Engine
Optimisation, but for
a while now it’s really
been – Optimisation
for Google
Source: Rand Fishkin – http://gs.statcounter.com/#search_engine-GB-monthly-201210-201310

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Who needs it and why?

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Pinterest don’t need
it that badly
Source: Alexa.com

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Google doesn’t need
it at all
Source: Alexa.com

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Dollar shave club are
not really after nonbranded searches
Source: Alexa.com

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Rightmove needs it
Source: Alexa.com

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Moneysupermarket
really need it
Source: Alexa.com

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Searches on Google a day
By now it’s well
over 4,000,000,000
Source: Rand Fishkin – Evolution of SEO opportunities

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“Eighty-nine percent of consumers surveyed use Internet
search engines to make purchasing decisions, punctuating
the need for a strong search engine optimization (SEO)
strategy.“
Fleishman-Hillard and Harris Interactive Study
Source: http://fleishmanhillard.com/2012/01/news-and-opinions/2012-digital-influence-index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/

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Paid Marketing:
~10% of traffic
($40 Billion of investment in 2012*)
Inbound Marketing:
~90% of traffic
(but only $5 Billion of investment in 2012*)
Source: Rand Fishkin – Don’t buy marketing - earn it; Forrester’s Interactive Marketing 2012 Report

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Source: http://moz.com/blog/inbound-marketing-is-taking-off

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What does Google really want?

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Earn more & more & more money
Mission - organize the world’s information and
make it universally accessible and useful
Focus on the user and all else will follow
Provide the best user experience possible,
a.k.a give users the best answers to their
questions!

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“The internet is fast becoming a "cesspool" where false
information thrives”
"Brands are the solution, not the problem. Brands are how
you sort out the cesspool.“
"Brand affinity is clearly hard wired. It is so fundamental
to human existence that it's not going away. It must have
a genetic component.“
Google CEO, at the time, Eric Schmidt

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Source: http://moz.com/blog/inbound-marketing-is-taking-off

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How do you “Do” SEO?

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Opinions of people
with the same tastes
How would you decide
whether to watch a movie
if there was no internet?
Friends opinions
Authority opinions

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Ranking Factors 2002
50%
25%
SEO:
1 Stuff the tags
2 Stuff the copy
3 Manufacture links
25%
Page Tags
Page Keywords
Quantity of Links

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Optimise long-term business ROI
2002 - cheating your way into Google was
easy, cheap and not that risky
BMW ban
JCPenney ban
1,000,000s of others
2013 - Not anymore

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“If there is something easy, effective and scalable that
you can do to improve your SEO rankings Google will
have no choice but to take it away.“
Will Critchlow

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Ranking Factors 2013
19%
21%
15%
SEO:
1 Build a competitive
offering with a USP
2 Build a user friendly
website with relevant
useful content
3 Tell Google how to
find it
10%
8%
8%
5%
7%
Domain Link Authority
Page Content
Domain Brand
Social
Domain Quality
7%
Page Link Authority
Page Quality
Usage
Domain Topic
Source: http://moz.com/blog/weighting-the-clusters-of-ranking-factors-in-google-analytics-whiteboard-friday

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Source: Fuzz One

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Don’t try to squeeze
this square peg into a
round Google hole (it’s
not what Google wants
in their search results)

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Neither this one

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Nor this one

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This one though, will
do great even with
minimal amount of
technical SEO and
will not carry any
risk of being
penalised by Google
Source: https://www.dollarshaveclub.com/

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Not like these guys
And it does
Not like these guys

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The crystal ball

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2005 – 10 blue links
sending people to
other websites
Source: http://www.museumsandtheweb.com/

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2013 – Google trying to understand
the user intent behind the search
term and answer it directly on the
search results

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“A study of the search
engine result pages
(sample size: 10k)
revealed only 15% had
no news, no local, no
video, no image, no
knowledge graph, no paid
inclusion, no authorship.”
Source @dr_pete: Beyond 10 Blue Links