The State of Content Marketing & SEO in the UK

     The  game  is  changing…  

Old  tac1cs  hold  an  uncertain  future...  

More  commonly  experiencing  disappoin1ng  results…  

All  while  the  forward-­‐thinkers  are  taking  a  lead…  

And  celebrate  very  successful  results…  

Old  tac1cs  used  to  work  very  well…  

Old  Fashioned  Tac1cs   Tradi1onal  Link  Building  

But  now  it’s  a  game  for  forward  thinkers…  Free-­‐Flowing  Football   Content  Marke1ng  

You’ll  s1ll  get  results  with  tradi1onal  tac1cs  

Typical  Stoke  City  Goal  

But  it  will  only  take  you  so  far…  

Be  ahead  of  the  curve  –  and  you’ll  get  rewarded  

Typical  Barcelona  Goal  

hJp://support.google.com/webmasters/bin/answer.py?hl=en&answer=40349  

Because  Google  says  it  is!  

Correla1on  of  content  vs  traffic  proves  it  is  

Tripadvisor has more content = more traffic= better conversion because that traffic is long tailTripadvisor has more content = more traffic= better conversion because that traffic is long tail

Make  yourself  panda-­‐proof!  Winners  

(Great  content)  Losers  

(Poor  content)  vs  

Make  it  the  centre  of  your  online  strategy  

hJp://www.copyblogger.com/content-­‐marke1ng/  

hJp://econsultancy.com/uk/reports/content-­‐marke1ng-­‐survey-­‐report  

Google+  is  a  channel  for  connec1ng    authors  with  content  

Who  links  to  you  is  going  to  be  more  important  than  where  it’s  from  

Important  Author  Less  Authorita1ve  Site  

Less  Important  Author  More  Authorita1ve  Site  

Agent  Rank  filed  Aug  2011:    hJp://www.seobythesea.com/2011/11/agent-­‐rank-­‐or-­‐google-­‐plus-­‐as-­‐an-­‐iden1ty-­‐service-­‐or-­‐digital-­‐signature/  

Author  topical  authority  is  to  become  more  important  

Don’t  give  up  on  backlinks  yet  –    social  signals  aren’t  enough  alone  

Use  tools  to  find  influen1al  authors  

Hire  authors,  not  copywriters