10 connections to make in 2014 SEO for brands in 2014 - Linkdex

Mark Williams Natural Search Director – iCrossing UK

20/03/14

1

ATL

BTL

PR .com

Social

Media

Earned Perception & Relationship

Paid Awareness & Reach

Owned Behaviour & Action

Connected SEO

BTL

.com

2

ATL

PR

Social

Media

SEO

Visibility

Connected SEO

3

ATL

BTL

PR .com

Social

Media

SEO

Connected SEO

Connected SEO

4

ATL

BTL

PR .com

Social

Media

SEO

SEO

5

Technical Optimiser

Technical Optimisation

More Influence

Influencer Engagement

Consumer Engagement

+ Unnatural

Link Building

Link Builder Keyword

Optimisation

Content Optimiser

SEO Strategist

The SEO Roles

6

Introducing

Content Optimiser

Technical Optimiser

SEO Strategist

Link Builder

7

Technical Optimiser

Web Developer

1. The Architecture Duo

1. Technical Optimiser & Web Developer The Architecture Duo

Technical Optimiser

Web Developer

Benefit: Keep the site architecture ahead of the competition

9

Technical Optimiser

Usability Expert

2. The Experience Duo

2. Technical Optimiser & Usability Expert The Experience Duo

Technical Optimiser

Usability Expert

Benefit: Ensure the user and therefore the search engine is receiving a great experience

11

Content Optimiser

Paid Search Expert

3. The Keyword Duo

3. Content Optimiser & Paid Search Expert The Keyword Duo

Content Optimiser

Paid Search Expert

Natural Search (SEO)

Paid Search (PPC)

Shared Keyword Research

Keyword Testing Ad Copy & Meta Descriptions

Sitelinks

Efficiencies

Benefit: Maximising the search channel

13

Content Optimiser

Content Editor

4. The Content Duo

4. Content Optimiser & Content Editor The Content Duo

Content Optimiser

Content Editor

Browsing

Short listing

Buying How Much? Offers On?

How to? Benefits of?

What is? How does? Content Editor

Content Optimiser

Benefit: Ensuring SEO is included through the whole purchasing funnel

15

Link Builder

Display Media Buyer

5. The Media Domination Duo

5. Link Builder & Display Media Buyer The Media Domination Duo

Link Builder

Display Media Buyer

Benefit: Obtain media domination on industry websites

Your amazingly hard Earned Media

Com

pet

itors

Pa

id M

edia

Com

pet

itors

Pa

id M

edia

Com

pet

itors

Pa

id

Med

ia

Competitors Paid Media

Opportunity?

Your

Bra

nd’s

Pa

id M

edia

Your

Bra

nd’s

Pa

id M

edia

Your

Bra

nd’s

Pa

id

Med

ia

Your Brand’s Paid Media

17

Link Builder

PR Expert

6. The Influencer Duo

6. Link Builder & PR Expert The Influencer Duo

Link Builder

PR Expert

6. Link Builder & PR Expert The Influencer Duo

Link Builder

PR Expert

Num

ber o

f Inf

luen

cers

Decade 50’s 60’s 70’s 80’s 90’s 00’s 10’s

6. Link Builder & PR Expert The Influencer Duo

Link Builder

PR Expert

Who should contact an influencer?

Brand owner to mediate

6. Link Builder & PR Expert The Influencer Duo

Link Builder

PR Expert

The best person to contact an influencer is

the one who has the existing relationship

Benefit: Ensuring maximum influencer engagement

22

Link Builder

Paid Social Buyer

7. The Promotion Duo

7. Link Builder & Paid Social Expert The Promotion Duo

Link Builder

Paid Social Buyer

Outreach Promotion

Paid Social Promotion Benefit: Maximise new consumer engagement

24

Link Builder

eCRM Expert

8. The Amplification Duo

8. Link Builder & eCRM Expert The Amplification Duo

Link Builder

eCRM Expert

Outreach Promotion

eCRM Promotion Benefit: Maximise existing consumer engagement

26

SEO Strategist

Data Analyst

9. The Audience Duo

9. SEO Strategist & Data Analyst The Audience Duo

SEO Strategist

Data Analyst

Who are your consumers?

Who are they influenced by?

What are their interests?

What steps do they take during the

purchase funnel? Which websites are

they reading? Which consumers are over or under

indexing?

What type of content gets the

most engagement?

Which competitors have gained SEO

market share?

Why have competitors gained SEO market share?

The Questions:

9. SEO Strategist & Data Analyst The Audience Duo

SEO Strategist

Data Analyst The Outcomes:

Targeted Consumer Focus

Targeted Influencer Focus

Engaging Content Competitive Advantage

Benefit: Ensure we understand the audience behind an SEO campaign

29

SEO Strategist

10. Planning

Table

The Campaign Team

The Campaign Team 10. SEO Strategist & The Planning Table

SEO Strategist

Planning Table

Get involved Know when not to be involved

Understand the audience and

campaign

Demonstrate value from previous campaigns

Benefit: Ensuring SEO is weaved into all marketing activity

31

Technical Optimiser

Web Developer

Usability Expert

Content Optimiser

Paid Search Expert

Content Editor

Link Builder

Display Media Buyer

PR Expert

Paid Social Buyer

eCRM Expert

SEO Strategist

Data Analyst

Planning Table

10 connections to make in 2014 Mark Williams – iCrossing UK