seo is dead! long live web presence optimisation (wpo) - imedia summit 2013

SEO is Dead…Long live Web Presence Optimisation (WPO)

Benedict HayesVice PresidentiProspect Communicate 2

iProspect C2 – Driving Digital Performance

INTERNET TODAY

iProspect C2 – Driving Digital Performance

3

““THE CONSUMER HAS MOVED ON

THE 70:30 RATIO

70% of time is spent on digital mediums other than

websites, yet brands are obsessed with websites!

4

MOBILE VS DESKTOPINTERNET USAGE IN INDIA

Source: Mary Meeker Report

Mobile has surpassed

desktops for internet usage yet brands are still obsessed with websites

not mobile sites

IF 70% OF USERS ARE NOT ON WEBSITES, AND OVER

50% OF TRAFFIC IS MOBILE WHERE SHOULD BRAND

ATTENTIONS LIE…

iProspect C2 – Driving Digital Performance

SEO OF OLD

iProspect C2 – Driving Digital Performance

7

SEO OF OLDWHERE HAD WE EVOLVED TO…

Content

KeywordTactics

Links

WHAT CHANGED?

iProspect C2 – Driving Digital Performance

DOOMSDAY FOR SEO

iProspect C2 – Driving Digital Performance

THE P-TEAMThe Internet Sheriffs

Penguin Penguin 2.0 Panda

11

REAL STUFF

FAKESTUFFvs

DETERMINE

12

CONTENT KEYWORDS LINKS

DOES SEOHAVE A FUTURE?

iProspect C2 – Driving Digital Performance

FOLLOW THE MISSION

iProspect C2 – Driving Digital Performance

““THE MISSION BEING…

GOOGLE’S MISSION STATEMENT

To organize the world’s information and make it universally accessible and useful!

BUT IS IT ALL ABOUT SEO

WITH 70% OF TRAFFIC NOT ON

WEBSITES?iProspect C2 – Driving Digital Performance

THE DAWN OF WEB PRESENCE OPTIMISATION

iProspect C2 – Driving Digital Performance

WEB PRESENCE OPTIMISATIONOPTIMISE WHERE MY AUDIENCE IS

THE WEBIS OUR PLATFORM

Content should be the spinal cord of all your digital endeavors.

AND...

20

QUALITY CONTENT

PAID MEDIA

Quality content and accurate context reduces paid media costs, by increasing

relevancy and improving

conversion rates

EARNED MEDIA

Quality content leads to more conversations,

sharing and word of mouth

endorsements, critical for R.O.P.O.

OWNED MEDIA

Quality content allows you to rank on platforms and generate natural

interactions, it will pay for itself 10 fold

in time.

WHY IS CONTENT CRITICAL?THE SECRET TO WPO SUCCESS

21

““COMPLETE CHANGE OF MINDSET

Branding happens not through the

interruption of content but through the

consumption of content.

22

REVERSE THE PARADIGMDON’T GO TO YOUR CONSUMERS LET THEM COME TO YOU

content

content

YOUR BRANDYOUR

BRAND

23

CASE STUDY

24

USE GOOGLE TO IDENTIFY DEMANDKEYWORD PLANNER

DSP BLACKROCKMUTUAL FUND

DSP BLACKROCKTAX SAVING SCHEMES

DSP BLACKROCKTYPES OF FUNDS

DSP BLACKROCKTHE CHANNEL

300,000 channel views is theequivalent media budget of

Rs. 2,00,00,000

ASK YOURSELF?

iProspect C2 – Driving Digital Performance

30

CAN I BE FOUND ON…

THE WEB

IF THE ANSWER IS

NOiProspect C2 – Driving Digital Performance

TAKE A LEAF OUT OF THESE GUYS BOOKIPROSPECT COMMUNICATE 2 CLIENTS…

CALL:

WE ARE HERE TO HELP!iProspect C2 – Driving Digital Performance

THANK YOUQUESTIONS?

Benedict HayesVice President Strategy

@benboombasticbenedict.hayes@iprospectc2.com

+91 961 901 1784iProspect C2 – Driving Digital Performance