How marketing can dominate natural search

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Being more visible than your competitors is a basic requirement for success online although many marketers see it as a technical backwater. But today, marketing and PR are the key levers to beat competitors in natural search, while at the same time most marketing and PR agencies don’t understand natural search. So how can a hard working marketeer expect to achieve natural search dominance from this start-point? This session draws on Tolkien, Google and Text Book Marketing to illustrate how you can dominate natural search by working your existing marketing. Questions: 1. Why are marketing and natural search on a collision course? 2. How do I marshal ATL and BTL marketing to dominate natural search? 3. What is Google seeing when it looks at my website? 4. How do I influence my agency's behaviours to achieve natural search dominance? 5. What are the quick wins my marketing can do to move up search rankings?

Tecnologia Negócios

How Marketing
Can Dominate Natural Search
September 2013

Mark Iremonger

Adam Skalak

Chief Strategy Officer

Head of SEO

@iremonger

@adamskalak

Marketing

Paid
Awareness & Reach

ATL

Media

BTL

Social
Earned

Owned
Behaviour & Action

Perception & Relationship
.com

PR

2

Old School

ATL

Media

BTL

SEO

Social

.com

PR

Visibility

8

Partner

Media
ATL
SEO

BTL
Social
.com

PR

9

The One Ring

Media
ATL
SEO
SEO

BTL

Social
.com

PR

10

The Answer Is In The Story Search
Now-ish

BY H

AND

Then

Time

Traditional SEO Pillars
Website Visibility
Increased Relevance
Keyword Dominance

Keyword
Optimisation

Technical
Optimisation

Link
Building

The Dominant Silverback

4%

3%

90%

Of all UK Search

Google
Bing
Yahoo!

90%

Ask Jeeves
Other

Source: Hitwise (12 weeks ending Sep 12)

Do Great Content. Stop Gaming Me

Poor Content

In Search Results

Stop Link Tactics

Inﬂuencing

Search Results

TIME

Amplify

Social Signal Signiﬁcance

In Search Results

Amplify

User Signal Signiﬁcance

In Search Results

Do Great Content. Stop Gaming Me
Then

Now-ish

Next

D
USER
ALS &
SIGN
IAL
SOC

ATA

CERTAIN

LINK
EQUIT
Y

BY H

AND

PUB

BING
MICROSOFT

Time

Impact 1: Unnatural Link Building Is Not Sustainable

Keyword
Optimisation

Technical
Optimisation

Unnatural
Link
Building

Less Inﬂuence

More Risk

Impact 2: Two New SEO Pillars
New SEO Pillars

Keyword
Optimisation

Unnatural
Technical
Link
Optimisation

Building

+

New Outcomes:

Inﬂuencer

Engagement

Consumer
Engagement

1.  Natural Links
2.  Social Signals
3.  User Data Signals

More Inﬂuence

The New Pillars of SEO

Maximise Effectiveness, Minimise Risk

Technical
Keyword
Optimisation

Optimisation

Inﬂuencer
Engagement

Unnatural Link
Building

Consumer
Engagement

Connected SEO

Media
ATL

Inﬂuencer
Engagement

Consumer
Engagement

SEO
SEO

BTL

Social
.com

PR

21

Connected SEO

Will SEO remain in a silo in 2014?
Are your agencies or organisation
capable of supporting Connected SEO?

Media

Do you have an influencer strategy that
supports SEO?

ATL
SEO
SEO

BTL

How can you tap your other marketing
activity to generate SEO value?
Do PR and SEO talk?

Social
.com

PR

Does SEO contribute to campaign
strategy and planning?
Do digital data insights feed into your
marketing?
Is your SEO agency capable of being a
‘trusted partner’?

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How marketing can dominate natural search

1. How Marketing Can Dominate Natural Search September 2013 Mark Iremonger Adam Skalak Chief Strategy Officer Head of SEO @iremonger @adamskalak

2. Marketing Paid Awareness & Reach ATL Media BTL Social Earned Owned Behaviour & Action Perception & Relationship .com PR 2

4. End justifies means

5. Unethical shortcuts

6. Relentless & resourceful Independent

7. Wise peacemaker Marshals resources 7

8. Old School ATL Media BTL SEO Social .com PR Visibility 8

9. Partner Media ATL SEO BTL Social .com PR 9

10. The One Ring Media ATL SEO SEO BTL Social .com PR 10

11. WHY? 11

12. The Answer Is In The Story Search Now-ish BY H AND Then Time

13. Traditional SEO Pillars Website Visibility Increased Relevance Keyword Dominance Keyword Optimisation Technical Optimisation Link Building

14. The Dominant Silverback 4% 3% 90% Of all UK Search Google Bing Yahoo! 90% Ask Jeeves Other Source: Hitwise (12 weeks ending Sep 12)

15. Do Great Content. Stop Gaming Me Poor Content In Search Results Stop Link Tactics Influencing Search Results TIME Amplify Social Signal Significance In Search Results Amplify User Signal Significance In Search Results

16. Do Great Content. Stop Gaming Me Then Now-ish Next D USER ALS & SIGN IAL SOC ATA CERTAIN LINK EQUIT Y BY H AND PUB BING MICROSOFT Time

17. Impact 1: Unnatural Link Building Is Not Sustainable Keyword Optimisation Technical Optimisation Unnatural Link Building Less Inﬂuence More Risk

18. Impact 2: Two New SEO Pillars New SEO Pillars Keyword Optimisation Unnatural Technical Link Optimisation Building + New Outcomes: Inﬂuencer Engagement Consumer Engagement 1.  Natural Links 2.  Social Signals 3.  User Data Signals More Inﬂuence

19. Restricted Content Slides 19-26 19

20. The New Pillars of SEO Maximise Effectiveness, Minimise Risk Technical Keyword Optimisation Optimisation Inﬂuencer Engagement Unnatural Link Building Consumer Engagement

21. Connected SEO Media ATL Inﬂuencer Engagement Consumer Engagement SEO SEO BTL Social .com PR 21

22. Connected SEO Will SEO remain in a silo in 2014? Are your agencies or organisation capable of supporting Connected SEO? Media Do you have an influencer strategy that supports SEO? ATL SEO SEO BTL How can you tap your other marketing activity to generate SEO value? Do PR and SEO talk? Social .com PR Does SEO contribute to campaign strategy and planning? Do digital data insights feed into your marketing? Is your SEO agency capable of being a ‘trusted partner’?

How marketing can dominate natural search

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