My presentation for the Digital Marketing Show 2013 - how to transform your old SEO to new SEO.

1. OLD SEO TO NEW SEO
D I G I TA L M A R K E T I N G S H O W 2 0 1 3
@AndrewGirdwood

2. Why do you care?
Google UK: 1.6 billion
searches a month
93% of experiences
begin with a search
Opportunity
94% people using natural
search listing over paid
96% of 18-29 y/o have
used a search engine
1 in 3 mobile searches have
local intent
31 million people purchased
goods or services online
Decision
Intent
15% of searches Google has
never seen before
Consideration
User-Journey
Awareness

3. Where are you with
SEO?

4. In the beginning
Conceptual

5. Technical
Platforms

6. Mathematical
Numbers

7. Renaissance
Ideas!

8. The new difference
• £110
• £90m

9. Have your goals
changed?
(S)earch
(E)ngine
(O)bjective

10. Step 1: Tidy Up
• Old SEO is no long acceptable
– Press releases
– Directories
• Cheaters get caught
– Paid links
– Spam links

11. Step 2: Keyword Portfolios
Audience
Keywords
Content

12. Step 3: Audience responsibilities
• Your SEO teams
– In-house and agency
• Your PR teams
– In-house and agency
• Your Social Media teams
– In-house and agency

13. Think like a publisher

14. 1) Don’t think like a
media buyer.
2) Buy media.

15. Goal 1: Activate Audiences
• Google and others need to see signals from people
– Talk about your site
– Search for your site
– Relate your site to topics
• Your audiences are those publishers who can create
those signals
• Think of SEO as a specialism of Social – and you’re not
far wrong.

16. Goal 2: Keep it legal
• ASA & OFT (in the UK) and the FTC (in the States)
• Understand
– Editorials vs Advertorials
• Many bloggers DO NOT understand the difference
– … and that is our fault

17. Goal 3: Be attractive

18. Goal 4: Collect the SEO value
•

19. SEO
Sanity check
PR
Content
Marketing

20. What can you do to
help?

21. Big wins
• Service not a product
• Allow failure
– What if you started on Google+ when it launched?
• Let your incumbent SEO actually do new SEO
– Contractual changes
– Reporting focus on activities that are SEO positive

22. Signals (not just links)
Engaging content (not just stubs)
Clickthrough optimisation (not brilliant
basics)
Voice (your ability to reach audiences)

23. Thank you!