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SEO for brands in 2014 - 10 examples of connections that members of an SEO team need to make with other experts in the marketing mix.
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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