seo now 2014
DESCRIPTION
Linkdex’s Chief Strategy Officer, Matt Roberts, gave an interesting talk on ‘SEO for Brands in 2014’ at BrightonSEO. SEO has changed significantly over the last 12 months and Matt’s presentation focuses on what SEO means to the brands that want and need to be visible and persuasive in the Organic SERPS in 2014.TRANSCRIPT
SEO Now. 2014.
We’ve Had A Think
How?
Why?
What?
Start with Why: Simon Sinek
How?
Why?
What? WhatEvery organization knows what is does.It’s the products and services they sell.
HowSome organizations know how they do what they do. The things that make them special and set them apart.
WhyIt’s a purpose, cause or belief. The reason your organization exists.
When all three pieces are in balance, others will say, with absolute clarity and certainty, “We know who you are,” “We know what you stand for.”
Inspiring People
WhatHowWhy
SEO Now, is amazing
It starts with Why
I Believe
How?
Why?
What?
2011, 2012, 2013
Rankings, Traffic, Revenue
Technical, Content & Links
?
Why?
The Why Of SEO Now.
ConsiderationEvaluation
ClosureShare
SEO is no longer about optimizing for the search engines, but for people.”
Dennis Goedegebuure
Head of Global SEO, Airbnb
“
Why?
SEO Now
We’re Selling Moments
We’re Not Selling Rankings
Pitch the WHY of SEO
In those moments our customers are searching for things we know lots about. We should be there with the best and most relevant answers.”
Your Name
“
Moments Build Brands
A Brand is not a product or a promise or a feeling. It's the sum of all the experiences you have with a company.”
Amir Kassaei
“
Brand Equity Is Very Valuable
And There’s More
Revenue
Market %
Brand
How?
Why?
2014 How?
Discover Customer Moments
Publish Content For People
Content For Organic Search
Visibility
Create optimal amount of content that
is the best result for the customer query
Create a constant stream of content that our audience loves to
read and share
Increase Intersection Size
Content To Be Shared
Measure + Optimize
Publish Amazing Content
Most Amazing Content On Web
OK
MVC
Pathetic
Qu
alit
y o
f C
on
ten
t
Links, Shares, Search Visibility, Word-of-Mouth… Received
Harmful Zero Low Massive
PeopleInfluential In
PeopleInfluential In
Identify & Create Ongoing One-to-One Relationships With Influencers
Identify + Nurture
Promote Content To People
Influential Customers
Information ArchitectureQuery / Page Relevance
Page SpeedDesign & UX
Desktop / Mobile / Tablet
Issue Management
Query / Page Relevance
Int. & Ext. Link Strategy
Schema
International
Measure + Optimize
On Websites Optimized For People
ContentManager
TechnicalOptimizer
SEOStrategist
LinkManager
Data / InsightAnalyst
CampaignPlanning Team
WebDevelopment
UsabilityTeam
ContentWriters
Paid SearchTeam
PRTeam
DisplayMedia Team
SocialTeam
eCRM
SocialTeam
eCRM
Delivered By A Team Of People
All Aiming For TheSame Goals
How?
Why?
What?
2014 What?
KPI’s For People
Do You Believe?
SEO Now, is amazing
It starts with Why
Join The SEO Now Group
Download This Presentation
URL