fine tuning instruments to create an seo symphony

“Fine tuning instruments to create an SEO symphony”

@riktrnrrik@propellernet.co.uk

SEO has changed

“If digital marketing was an orchestra, SEO would be the conductor.”

Simon Allen - Stickyeyes

SEO

Social

PRUX

ContentDesigners

Development

Copywriters

Analysts

Marketing

Experiential

Paid media

IT

Ecommerce

Technical SEO

Should SEO really be the conductor?

Then what is the role of SEO?

“If digital marketing was an orchestra, SEO would be the conductor.”

“If digital marketing was an orchestra, SEO would be a symphony.”

SEO

PR

Trading

Copy Writers

Developers

User Experience

Brand

Content

Social

• Focus trends & products• Site hierarchy

• Publisher coverage• Blogger relations• Tone of Voice• Links as KPI

• Tone of Voice• Use commonly searched keywords

where relevant

• Learn the basics • Archive/redirect old content• URL structure• Ask questions early

• Sharing as a conversion• Site navigation• URL structure

• Brand engagement• Customer insights• Tone of Voice

• Editorials• Videos• Learn psychology of sharing• Tone of Voice

• Brand engagement• Tone of Voice

So who should be the conductor?

Brand values, propositionand priorities

Customers & Influencers values, interests and needs

Insights & ideas drives everything

Test Small

Think Big

So how does this all work in practice?

Organisational Structure

Marketing

Bran

d /

Soci

al

SEO

Paid

Med

ia

Cont

ent

CRM

PR

Focus on the customer

Sharing

Finding

Choosing

Experiencing

Social media

Paid media

Content/UX

SEO/CRO

Insight and

Ideas

Hub Team‘New Parents’

PR

Brand

Social

CRM

SEO

Content

Changing Processes

Focus on the customer

Sharing

Finding

Choosing

Experiencing

Social media

Paid media

Content/UX

SEO/CRO

Insight and

Ideas

“If digital marketing was an orchestra, SEO would be the conductor.”

“If digital marketing was an orchestra, SEO would be a symphony.”

Thank you!