Nikos Stagakis, ForestView's SEO Manager & a true SEO aficionado, took the stage at the AllThingsPerformance conference to discuss "The New Age for SEO", offer tips and share a scoring case study.

1. The New Age
for SEO
Mapping
“Mapping the Digital Consumer Journey”
AllThingsPerformance’14

2. SEO BEFORE…

3. *Douglas Crockford added this line to the open-source MIT License (2002)

4. WEB 1.0 WEB 2.0
DoubleClick Google AdSense
Ofoto Flickr
Akamai BitTorrent
Britannica Online Wikipedia
Personal Websites Blogging
Domain Name Speculation Search Engine Optimization
Directories Tagging

6. “Page Rank, Ebay reputation, Amazon Reviews: User
as a contributor”

7. “Wikipedia: Radical Trust”

8. “An attitude, not a technology”

9. “Software that gets better the more people use it”

10. Data as the “Intel Inside”

12. Buyer Journey Metrics
• 70% of the B2B buyer’s journey is
complete before even engaging
with a vendor
• 87% of the B2B buyer’s say that
content has an impact on vendor
e-commerce
social
data analytics
e-coupons
mobile
integrated
email
multichannel decision

13. Keyword Strategy Funnel, for optimal Cost Performance
Broad Keyword Intent
Visitor Researching
Specific Keyword Intent
Visitor is Engaged
Exact Keyword Intent
Visitor is ready to Buy!

14. Choosing the Right Keywords
• Trending issues / News
• Seasonality
• Geo-localization

15. million dollar question #1
How to target this valuable 20%?
million dollar question #2
What influenced my user to search in this manner?

16. The SEOs approach
• Code Structure, easy folder access, page load time
• Content Structure, Information architecture, URLs structure
• Links Structure, Quality Inbound links, anchor text strategy

17. CASE STUDY:

18. WORLDCUP 2014 CAMPAIGN RESULTS
keywords Rankings
Stoixima brazil 1
stoixima brasil 2014 1
stoixima brazil 2014 1
στοιχημα brazil 2014 1
στοιχημα παγκοσμιο κυπελλο 2
στοιχημα world cup 2014 4

20. • Blog creation
• Use of keywords onsite
• Series of relative articles
• Internal linking

21. mobile.sportingbet.gr YouTube Sportingbet.gr

22. WORLDCUP 2014 CAMPAIGN RESULTS
First Page Ranking, for 13
relative keywords
Brand & Offers presence in
various channels
Revenue increase from organic
keywords

23. THANK YOU!