fine tuning instruments to create an seo symphony
DESCRIPTION
My talk about how businesses need all their specialists to play in harmony to improve SEO performance.TRANSCRIPT
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!