seo is dead! long live web presence optimisation (wpo) - imedia summit 2013
DESCRIPTION
With the dawn of the Google Panda and Penguin Algorithms, and the move to (not provided), has SEO died? This Presentation explores how brands need to shift to a content driven marketing strategy and that brand exposure can now happen anywhere on the web. It is time to stop thinking Google but thinking Web Presence instead. As users move away from websites to platforms such as YouTube, Facebook, Twitter etc. You need to ask yourself; can my brand be found anytime, anyhow, anywhere on any platform? This presentation shows how advertisers need to stop thinking about advertising through content interruption and move to a content consumption model.TRANSCRIPT
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
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““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!
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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…
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SEO OF OLD
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SEO OF OLDWHERE HAD WE EVOLVED TO…
Content
KeywordTactics
Links
WHAT CHANGED?
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DOOMSDAY FOR SEO
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THE P-TEAMThe Internet Sheriffs
Penguin Penguin 2.0 Panda
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REAL STUFF
FAKESTUFFvs
DETERMINE
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CONTENT KEYWORDS LINKS
DOES SEOHAVE A FUTURE?
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FOLLOW THE MISSION
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““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
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WEB PRESENCE OPTIMISATIONOPTIMISE WHERE MY AUDIENCE IS
THE WEBIS OUR PLATFORM
Content should be the spinal cord of all your digital endeavors.
AND...
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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
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““COMPLETE CHANGE OF MINDSET
Branding happens not through the
interruption of content but through the
consumption of content.
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REVERSE THE PARADIGMDON’T GO TO YOUR CONSUMERS LET THEM COME TO YOU
content
content
YOUR BRANDYOUR
BRAND
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CASE STUDY
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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?
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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
+91 961 901 1784iProspect C2 – Driving Digital Performance