integrating seo into the wider marketing mix
TRANSCRIPT
Integrating SEO into the Wider Marketing MixJames Carson, Head of Digital Marketing, Bauer Media
Bauer and [email protected]
@mrjamescarson
facebook.com/jacarson
uk.linkedin.com/in/jacarson85
www.jamescarson.co.uk/socialsearch
Always up for linkage!
SEO Could Exist in a Silo
Major Developments
2011
Google Panda
February 2011
Google+June 2011
AuthorshipAugust 2011
2012
Google Penguin
April 2012
Panda
www.wired.com/magazine/2009/10/ff_demandmedia/googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html
www.pandalized.com
Google+
www.google.com/insidesearch/features/plus/
Authorship
support.google.com/webmasters/bin/answer.py?hl=en&answer=1408986
Author Rank
Penguin
SPAM
Favouring Big Brands?
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
@andybetts1searchenginewatch.com/author/1750/andy-betts
To be an effective social media marketer, you must understand content, analytics and SEO. To be a great SEO, you need social media, content marketing, analytics and CRO skills. The "specialist/generalist marketers" - those who excel at a particular facet but have competence in all of them - are best poised to win in the upcoming decade of marketing.
www.seomoz.org/blog/the-brand-of-seo-and-the-trend-of-inbound-marketing
Inbound Marketing..?
@randfishwww.jamescarson.co.uk/socialsearch/2012/05/08/inbound-marketing-fun
No Longer Just Rankings...
RIP
Content Marketing Model
Content
Outreach
DesignDevelopment
Analytics
www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/
Example…
Content
Outreach
DesignDevelopment
Analytics
www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/
Purchase Path
User Journey
Analytics
Outreach
Content
Development
Direct/Search
User
Website
I haven’t found what I’m looking for
• Keyword Analysis• Competitor
Analysis• Brand Analysis• Market Research• Website Analysis
Analytics
Google Analytics (or otherwise)
SEOmoz API
Hyperion / Sales Email / CRM
Social Media APIs
www.jamescarson.co.uk/socialsearch/2011/11/08/data-driving-integrated-marketing-departments
Unify Your Data
• Information Architecture
• User Experience• URL Structure• HTML5 / CSS3• Content
Management System
• Responsive Design
Design/Development
www.closeronline.co.ukwww.closerdiets.com
www.fhm.comwww.fhmdates.com
Classic Problem
Consolidate where possible
• News Articles• Stock Guides• Product Pages• Infographics• Video
Content
www.thomson.co.uk/blog/wp-content/uploads/infographic/interactive-music-map/index.html
How Music Travels
• Email• Social Media• Link
Building• PR• Advertising
Outreach
Brewdog
Tactical Nuclear Penguin 2009 – 32%
The End of History2010 – 55% Never Mind the Anabolics
2012 - 6 Banned Substances!
Who Does What?
Design/Development
Analytics Content
Outreach
Which Are You?
www.perthnow.com.au/fun-games/left-brain-vs-right-brain/story-e6frg46u-1111114517613
Stakeholder Management
journalists, writers, video editors, designers, marketers (or just anyone!)
sales, marketers, PR, brand managers
developers, designers
analysts, marketing research
Make Yourself (or SEO) Redundant
www.ousbey.com/blog/make-yourself-redundant
Workshops & Meetings (Lots of Them)
#vomitstockimage
Social Media Integration
Social Profile
Larger Social Profile
Even Larger Social Profile
Destination Website
Data Capture/Polling
Comps, ads, engagement
Comps, ads, engagement
Referral traffic
Referral siteLinks
Cross Platform Integration
@mrjamescarson
facebook.com/jacarson
uk.linkedin.com/in/jacarson85
www.jamescarson.co.uk/socialsearch
Always up for linkage!