why you have to integrate seo

30
Why You Have To Integrate SEO! Tim Grice

Upload: timgrice

Post on 09-May-2015

3.212 views

Category:

Technology


1 download

DESCRIPTION

My Presentation from Brighton SEO focusing on why SEO must be integrated with broader marketing activity.

TRANSCRIPT

Page 1: Why You Have To Integrate SEO

Why You Have To Integrate SEO!

Tim Grice

Page 2: Why You Have To Integrate SEO

Ouch!!!Panda

Unnatural Links

Penguin

Page 3: Why You Have To Integrate SEO

You can recover

Write unique, useful content

Remove toxic links

Add a disavow file

Send reconsideration

There is a difference between a manual penalty and an algorithmic penalty.

Page 4: Why You Have To Integrate SEO

Google Mean Business

Matt Cutts

Analyst

Evaluators x 12

Analyst

Evaluators x 12

Analyst

Evaluators x 12

Page 5: Why You Have To Integrate SEO

What do we mean?

Page 6: Why You Have To Integrate SEO

USP

Target Audience

Market Trends

Marketing Strategy

User Journey

Key Influences

SEO should be integrated with a much wider strategy

Page 7: Why You Have To Integrate SEO

Trying to avoid a manual review is not

an SEO strategy!

Page 8: Why You Have To Integrate SEO

SEO Marketing Not

Manipulation

Page 9: Why You Have To Integrate SEO

Integrate Outreach

Outreach

PR

Social

Content

Data

Links

Shares

Mentions

Page 10: Why You Have To Integrate SEO

Everybody has an opinion!

Page 11: Why You Have To Integrate SEO

News Strategy

News Brainstorm Shortlist Target Sites Launch Content

Use QuoteSocialRewrite

Publish on Target Sites

Page 12: Why You Have To Integrate SEO

Links = Traffic

Page 13: Why You Have To Integrate SEO

Who is your target audience?

Publish something useful and tell them!

Page 14: Why You Have To Integrate SEO

3 Links

366 Relevant Visitors

117 Comments

41 linking route domains

Page 15: Why You Have To Integrate SEO

Nobody is interested in my content?

Page 16: Why You Have To Integrate SEO
Page 17: Why You Have To Integrate SEO

Mentions + PR 20 link opportunities in 5 minutes!

Page 18: Why You Have To Integrate SEO

But don’t stop there…

Who is sharing your mentions?

Who is commenting on your mentions?

Who is linking to your mention?

This is likely to be your target audience, whether for links, shares or sales.

Page 19: Why You Have To Integrate SEO

Don’t Chase Competitors’ Bad Links

They’ve Probably Disavowed Them

Page 20: Why You Have To Integrate SEO

Targeted Outreach?

We spend so much time looking for link targets

Content is placed on any relevant website

Who is going to read it?

Who is going to share it?

Are we putting our content in front of the right people?

Page 21: Why You Have To Integrate SEO

If it was for Branded3?

Page 22: Why You Have To Integrate SEO

Justifying a Link

Relevant

Great Metrics

High Traffic

Socially active

Target Audience

Page 23: Why You Have To Integrate SEO

We can apply the same principles to

content

Page 24: Why You Have To Integrate SEO

This is useful, but it’s not a content roadmap

Page 25: Why You Have To Integrate SEO

PurchaseLocators Offers

ConsiderationVideos Q&A

InterestBlogging Press

Page 26: Why You Have To Integrate SEO

Every Bit of Content Produced Can Be Used For

Outreach

Page 27: Why You Have To Integrate SEO

A Word on Rankings

Page 28: Why You Have To Integrate SEO

CTR&

RTS Algo?

Page 29: Why You Have To Integrate SEO

SummaryThere is no silver bullet, if you have no assets, you have no SEO strategy

Link building is not dead, just different

Consider key objectives in all activity

Finding and engaging influences is key

If you already rank well, links are most likely not the difference