seo outreach by iprospect - arabnet digital summit 2014
DESCRIPTION
Speaker: Yusuf Nagib , SEO Manager, iProspect Nowadays content is a surprising mater for many marketers and is one of the most important elements for brands. Outreaching to your audience through content is not just a task or an activity, but it’s an ongoing process that has to be integrated with your offline and online media using the right eco-system. This system identifies meaningful data and analysis of your audience and helps you creating a smart content plan and platform distribution as well. Understanding the core aspects of owned, earned and bought media, will support the integration strategy for brands. This presentation is showcasing the importance of this integration to SEO (Search Engine Optimization) and how it organically creates successful content outreach campaigns. iProspect MENA has identified and built this process for many global and local brands, measuring astronomical results. iProspect MENA believes this is how SEO needs to be defined today!TRANSCRIPT
SEO & Integrated Digital Marketing “Outreach”
Driving Digital Performance
INTERNET PENETRATION & MOBILE USAGE
Driving Digital Performance
INTERNET PENETRATION & MOBILE USAGE
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dektop Mobile
60% Increase on mobile usage (20% worldwide) 60% of search queries made on tablets and mobile 55% of time consuming is spent online – TV is decreasing! The highest growing region worldwide is between Asia & Africa!
Digital is changing the way people consume media!
• Messaging & Communication • Communities (Content) • Videos (Content) • e-Commerce (Content)
Driving Digital Performance
Reconsidering Optimization
Driving Digital Performance
FROM SEO TO CONTENT
Algorithm Updates!
2014: 4 – Panda (Till now) 2013: 17 – Penguin, Knowledge Graph, Hummingbird 2012: 37 – Panda, Penguin, Knowledge Graph, EMD 2011: 21 – Panda, Schema, G+ 2010: 8 – Social Signals, Instant 2009: 4 – Real-Time, Caffeine 2008: 2 – Suggestions 2007: 2 – Universal 2006: 2 – Filtering 2005: 9 – Personalized Search 2004: 3 – Latent Semantic Indexing 2003: 7 – Dance 2002: 1 – Dance 2001: ZERO Updates 2000: 1 – Toolbar
45%
25%
20%
10%
Content
On-Page
Off-Page
Others
Penguin
Panda
Hummingbird
Driving Digital Performance
Driving Digital Performance
CONTENT
“SEO”
OWNED
BOUGHT EARNED
Driving Digital Performance
INTEGRATED OPTIMIZATION
Driving Digital Performance
ENGLISH SENTIMENTS
A Story that can power your content!
Driving Digital Performance
TYPES OF CONTENT & EFFECT ON AUDIENCE
Awareness Purchase Intent Em
otio
na
l R
atio
na
l
Surveys
Events
Games
Videos
Widgets
Podcasts
Photos
Webinars White papers
News Community
FAQs
Articles
Product comparison
Celebrity endorsements
Community
Applications
Driving Digital Performance
INTEGRATIVE PROCESS
Insight & Strategy
• Persona
• Platform
• Plan
Content Production
• Creativity
• Types
Content Distribution
• Integration
• Partners
• Viral
Measurement & Optimisation
• Listening
• Impact
• Ongoing
Test & Learn Cycle
Driving Digital Performance
THANK YOU