how to integrate seo in the marketing mix
DESCRIPTION
SEO is a core part of many brands’ digital marketing plan. The SEO landscape has changed vastly over the last two years and will continue to evolve. How can brands check their health? Why should they? What impact does this have on a business and the relationships that business may have with agencies?TRANSCRIPT
How should SEO fit into the
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Mike JeffsSenior Account Director
Branded3@mikerjeffs
Simon PrinceHead of Acquisitions
Powwownow@powwownow
Powwownow
We’re the FREE conference calling and collaboration service.
Instant, simple and contract-free.
Team of 60 based in Richmond, Surrey
Projected 2015 turnover of £17m
We’ve been operating for 10 years and in 2013 we were acquired by PGi
SEO spend accounts for 10% of our budget and is responsible for around
30% of our direct acquisitions
Account History
Branded3
External
Creative
Media Buying
SEO
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Rel Publisher
Hreflang Hreflang
Rel Author Rel Author Rel Author
Rich Snippets Rich Snippets Rich Snippets Rich Snippets
Video Sitemaps Video Sitemaps Video Sitemaps Video Sitemaps
Search Suggest Search Suggest Search Suggest Search Suggest Search Suggest
Rel Canonical Rel Canonical Rel Canonical Rel Canonical Rel Canonical Rel Canonical Rel Canonical
XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps
Video Results Video Results Video Results Video Results Video Results Video Results Video Results Video Results Video Results Video Results
Local Results Local Results Local Results Local Results Local Results Local Results Local Results Local Results Local Results Local Results
Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results
News Results News Results News Results News Results News Results News Results News Results News Results News Results News Results News Results
Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity
Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality
Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity
Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text
PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank
Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords
Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability
Branded3PR &
Outreach
Powwownow
Content Marketing Manager
Marketing Director
UX Designer
External
German Agency
Creative
PR
Media Buying
Insights
Content
SEO
PPC
CITATIONS
DEVELOP
CONVERSATIONS
NEWS
Sentiment
SOCIAL
AuthorityRelevance
Freshness
DESIGN
CONTENT
MOBILE
Engagement
Satisfaction
StructureQuality
CREATIVE
Conversion
is listening to…
1. Increase free pin registrations via search
2. Engage users to help ensure top of mind awareness
3. Show Google that Powwownow is a great resource and should rank higher than the competition for high value keywords
1) (Not provided)
2) Historic link profile of an acquired site
3) Monetised blogs and guest posting
4) New competitors
5) Algorithm updates
6) Thin legacy content pages
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Annual Free Pin Registrations
2012 2013 2014
“People aren’t replying to my
emails”
“I want a conference
calling service that I can trust.”
“I want to setup a call for 20
people.”
Keywords:‘How to be an effective
communicator’
Keywords:‘conference call provider’
Keywords:‘how to setup a conference call’
Thank you!Mike Jeffs
Senior Account DirectorBranded3
Simon PrinceHead of Acquisitions
Powwownow@Powwownow