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“Fine tuning instruments to create an SEO symphony” @riktrnr [email protected]
31

Fine tuning instruments to create an seo symphony

Apr 24, 2015

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Marketing

Rik Turner

My talk about how businesses need all their specialists to play in harmony to improve SEO performance.
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Page 1: Fine tuning instruments to create an seo symphony

“Fine tuning instruments to create an SEO symphony”

@[email protected]

Page 2: Fine tuning instruments to create an seo symphony

SEO has changed

Page 3: Fine tuning instruments to create an seo symphony
Page 4: Fine tuning instruments to create an seo symphony

“If digital marketing was an orchestra, SEO would be the conductor.”

Simon Allen - Stickyeyes

Page 5: Fine tuning instruments to create an seo symphony

SEO

Social

PRUX

ContentDesigners

Development

Copywriters

Analysts

Marketing

Experiential

Paid media

IT

Ecommerce

Technical SEO

Page 6: Fine tuning instruments to create an seo symphony

Should SEO really be the conductor?

Page 7: Fine tuning instruments to create an seo symphony
Page 8: Fine tuning instruments to create an seo symphony

Then what is the role of SEO?

Page 9: Fine tuning instruments to create an seo symphony

“If digital marketing was an orchestra, SEO would be the conductor.”

Page 10: Fine tuning instruments to create an seo symphony

“If digital marketing was an orchestra, SEO would be a symphony.”

Page 11: Fine tuning instruments to create an seo symphony
Page 12: Fine tuning instruments to create an seo symphony
Page 13: Fine tuning instruments to create an seo symphony
Page 14: Fine tuning instruments to create an seo symphony

SEO

PR

Trading

Copy Writers

Developers

User Experience

Brand

Content

Social

• Focus trends & products• Site hierarchy

• Publisher coverage• Blogger relations• Tone of Voice• Links as KPI

• Tone of Voice• Use commonly searched keywords

where relevant

• Learn the basics • Archive/redirect old content• URL structure• Ask questions early

• Sharing as a conversion• Site navigation• URL structure

• Brand engagement• Customer insights• Tone of Voice

• Editorials• Videos• Learn psychology of sharing• Tone of Voice

• Brand engagement• Tone of Voice

Page 15: Fine tuning instruments to create an seo symphony

So who should be the conductor?

Page 16: Fine tuning instruments to create an seo symphony

Brand values, propositionand priorities

Customers & Influencers values, interests and needs

Insights & ideas drives everything

Page 17: Fine tuning instruments to create an seo symphony

Test Small

Think Big

Page 18: Fine tuning instruments to create an seo symphony
Page 19: Fine tuning instruments to create an seo symphony

So how does this all work in practice?

Page 20: Fine tuning instruments to create an seo symphony

Organisational Structure

Marketing

Bran

d /

Soci

al

SEO

Paid

Med

ia

Cont

ent

CRM

PR

Page 21: Fine tuning instruments to create an seo symphony

Focus on the customer

Sharing

Finding

Choosing

Experiencing

Social media

Paid media

Content/UX

SEO/CRO

Insight and

Ideas

Page 22: Fine tuning instruments to create an seo symphony
Page 23: Fine tuning instruments to create an seo symphony

Hub Team‘New Parents’

PR

Brand

Social

CRM

SEO

Content

Page 24: Fine tuning instruments to create an seo symphony
Page 25: Fine tuning instruments to create an seo symphony

Changing Processes

Page 26: Fine tuning instruments to create an seo symphony
Page 27: Fine tuning instruments to create an seo symphony

Focus on the customer

Sharing

Finding

Choosing

Experiencing

Social media

Paid media

Content/UX

SEO/CRO

Insight and

Ideas

Page 28: Fine tuning instruments to create an seo symphony

“If digital marketing was an orchestra, SEO would be the conductor.”

Page 29: Fine tuning instruments to create an seo symphony

“If digital marketing was an orchestra, SEO would be a symphony.”

Page 30: Fine tuning instruments to create an seo symphony
Page 31: Fine tuning instruments to create an seo symphony

Thank you!