Glen Conybeare/ Stickyeyes- Webit 2013

IS SOCIAL THE NEW SEO?

GLEN CONYBEARE CHIEF COMMERCIAL OFFICER

@STICKYEYES

SEO was dead easy…

SEO is now dead ?

Not dead, just tougher

25%

25%

50%

Technicals Content Authority

SEO TODAY

The three pillars: 1. Technical work 2. Content 3. Authority Enhancement

AUTHORITY WHAT?

• Earned not bought links • PR • Shareable content • Great creative • And most definitely social

“YES, SOCIAL SIGNALS ARE PART OF OUR ALGORITHM”

Matt Cutts Heads of Google Web Spam team

Great News!

So why do so many companies fail?

Meet Bob

“I’ve got your recommendations

but…..”

“I need a few weeks to get it round the various

departments”

“IT have said they can’t do it yet/don’t want to do it”

“PR have said the idea needs to go through them/their agency”

“I need to get the social guys involved”

THE ENEMY

Your CEO

PR

Social

SEO

Content

Brand teams

IT

Partnerships

SEO

SEO SEO

SEO

SEO

SEO

SEO

WHAT DRIVES SEARCH VOLUME?

Who’s doing it right?

“We have dissolved the SEO and social media teams in their traditional form, and remoulded them to be more consumer value and campaign-centric”

“Where MSM has been most successful (from its core employees to its board) is by being very ambitious and progressive in removing organisational barriers..”

CONVINCING THE CEO

RESULTS

Insurance 60,500 Car Insurance 550,000 Loans 200,000 Cheap Car Insurance 135,000 Credit Cards 90,000

2nd 1st 1st 2nd 1st

Monthly revenue from those 5 terms in the UK alone is

worth circa

€1,500,000

That’s the figure to share with your CEO

SUMMARY

Social isn’t the new SEO

It’s just one part of it

SEO success requires organisational change

Stop blaming Bob!

BLAME THIS GUY

Thank you for your time!

Stickyeyes Global Digital

Marketing Experts

Glen.Conybeare@Stickyeyes.com