1. Moving SEO Out of the Silo
James Carson, Head of Digital Marketing, Bauer Media

2. Bauer and I
james.carson@bauermedia.co.uk
@mrjamescarson
Facebook.com/jacarson
uk.linkedin.com/in/jacarson85
www.jamescarson.co.uk/socialsearch
Always up for linkage!

3. If not, do you really know why not?
Have you seen any positive results?
Do you really know what your SEO team does?

4. Beware these Statements…
That’s not what the
But there was an
data says
algorithm update
We can’t improve
without {insert here} But we rank number
one for {low volume
keyword}

5. SEO is Not Magic…
There are no:
Wizards
Gurus
Warlocks
Ninjas

9. Major Developments
Authorship
August 2011
2011 2012
Google Panda Google Penguin
February 2011 Google+ April 2012
June 2011

10. Panda
www.pandalized.com
www.wired.com/magazine/2009/10/ff_demandmedia/
googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html

11. Google+
www.google.com/insidesearch/features/plus/

12. Authorship
Author Rank
support.google.com/webmasters/bin/answer.py?hl=en&answer=1408986

13. Penguin

14. Like it or not, SEO has changed and its future
relies upon a complex relationship with content
marketing, social media, and collaborative
technology.
searchenginewatch.com/article/2144350/Future-of-SEO-Change-Convergence-Collaboration
@andybetts1
searchenginewatch.com/author/1750/andy-betts

15. Inbound Marketing

16. Content Marketing Model
www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/
Outreach
Content
Design
Development
Analytics

17. Example…
www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/
Outreach
Content
Design
Development
Analytics

18. Analytics
• Keyword Analysis
• Competitor Analysis
• Brand Analysis
• Market Research
• Website Analysis

19. Unifying Data
Google Analytics
(or otherwise)
Hyperion / Sales Email / CRM
Social Media APIs SEOmoz API
www.jamescarson.co.uk/socialsearch/2011/11/08/data-driving-integrated-marketing-departments

20. Design/Development
• Information
Architecture
• User Experience
• URL Structure
• HTML5 / CSS3
• Content
Management System
• Responsive Design

21. Classic Problem
www.closeronline.co.uk
www.closerdiets.com
Consolidate where
possible
www.fhm.com
www.fhmdates.com

22. Content
• News Articles
• Stock Guides
• Product Pages
• Infographics
• Video

23. Editd
http://editd.com/reports/ss-13/london-fashion-week/

24. Outreach
• Email
• Social Media
• Link Building
• PR
• Advertising

25. Brewdog
The End of History
2010 – 55% Never Mind the Anabolics
Tactical Nuclear Penguin
2012 - 6 Banned Substances!
2009 – 32%

26. Who Does What?
Design/Development Outreach
Analytics Content

27. Stakeholder Management
sales, marketers, PR, brand managers
journalists, writers, video
editors, designers, marketers (or just
anyone!)
developers, designers
analysts, marketing research

28. Questions?
james.carson@bauermedia.co.uk
@mrjamescarson
facebook.com/jacarson
uk.linkedin.com/in/jacarson85
www.jamescarson.co.uk/socialsearch
Always up for linkage!