My UsVsTh3m talk from Brighton SEO in 2014.

1. UsVsTh3m: Social vs SEO
Malcolm Coles General Manager, mirror.co.uk

4. Innovation is in our DNA
3

5. Innovation is in our DNA
4

12. QUIZ TIME!
 Everyone stand up.
 Including you.
 If you’re a woman, sit down.
 If you’re foreign, or you look a bit foreign, sit down.
 If you don’t have a job, sit down.
 If you’ve ever had pre-marital sex, sit down.
 If you’re anyone other than Michael Gove, sit down.

14. Free links!
We built links without trying – forums, news sites, you name it. So what did I learn?

15. Mobile
0%
10%
20%
30%
40%
50%
60%
70%
Wednesday:% hourly visitors on Mirror web, mobile plus tablet users: UK
0%
10%
20%
30%
40%
50%
60%
70%
Sunday: % hourly visitors on Mirrorweb, mobile plus tablet users: UK
Mobile Desktop Tablet

16. Mobile and link building
 How are people reading your outreach email?
 Would a website that cares about mobile carry your infographic?
 Will people care about your content if they can’t read it?
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17. 16
Source: lemonly.com/responsive/

18. PS
(Please stop sending me your infographics therefore).

19. Headlines

20. Interesting
Not interesting
Not mysterious Mysterious
Enticement
What to avoid
Polishing
a turd
Disrespectful – but successful
HEADLINES

21. Interesting
Not interesting
Not mysterious Mysterious
Enticement
What to avoid
Polishing
a turd
Disrespectful – but successful

22. Interesting
Not interesting
Not mysterious Mysterious
Enticement
What to avoid
Polishing
a turd
Disrespectful – but successful
HEADLINES

23. HOW TO USE THIS
 The title of your content
 The title of your emails…

24. Sharing

25. Will get clicked
Won’t get clicked
Doesn’t get shared Gets shared
VIRAL!
RUBBISH HEADLINESMOST STUFF
YOUR MUM IS ON FACEBOOK

26. Forget the 80:20 rule
 It’s more like 95:5

27. 26

28. Newsjacking

29. YOUR TEAMS
 http://www.nytimes.com/2014/03/25/your-money/millennials-at-work-young-and-
callow-like-their-parents.html?_r=0

30.  http://www.nytimes.com/2014/03/25/your-money/millennials-at-work-young-and-
callow-like-their-parents.html?_r=0

31. HOW TO USE THIS
 Are your teams set up in a way that allows you to create amazing content?
 How do they sit together?
 How are ideas acted on?
 How do they work together?
 How do approvals work?
 Screen size