This document discusses emerging trends in SEO and digital marketing. It emphasizes the importance of content marketing and developing a content strategy that identifies target audiences, valuable content types, and appropriate platforms. Guest blogging, authorship markup, content curation, and social sharing are presented as effective content marketing tactics. The benefits of these approaches for search engine visibility and business goals are outlined. Measurement of content performance and return on investment are also highlighted.

1. Emerging SEO & Digital
Marketing Trends.
Mark Moon – Head of Digital

2. About Me
Digital Director @ e-Strategy
15 years in digital marketing
Qualified Google Professional
Passionate about digital

3. Topics
Content Marketing
Guest Blogging
Authorship
Content Curation
Social Sharing
Display Networks

4. Google Updates
Recent changes to Google’s algorithm are game changers
Accelerated the need for “Content Marketing”

5. What is Content Marketing?
“Content marketing is the art of understanding exactly what your
customers need to know and delivering it to them on-line, in a relevant
and compelling way to grow your business”.
Content Marketing Institute

6. Content Marketing
Quality
Relevant
Valued
Engaging
Platforms

7. Benefits of Content Marketing
Extend online market reach
Attract new audience segments
Become an industry “thought leader”
Enhance perception of your organisation
Improve SEO visibility
Increased revenues

8. Content Marketing Strategy
Implemented prior to any content marketing activity
Identify your target audience
What content is of value to your audience
In-house and external expertise
The right metrics

9. Developing A Content Strategy
About You: brand values – USP - tone of voice & value proposition
Audience: Value – “Share” “Like” “+ 1” - Quality over Quantity
Platforms: Blog at the forefront
Keywords: Keywords – Keywords - Keywords

10. Developing A Content Strategy
Content Types: Opinion pieces - buying guides – reviews - white
papers – video – podcasts – infographics - imagery
Social Media: Social sharing is integrated - share your blog
posts across the main SM platforms
Resource: copy writers - thought leadership - editorial calendar
Measurement: Visitor levels - user engagement - revenue.

11. Developing A Content Strategy

12. Developing A Content Strategy

13. Guest Blogging
Enhance your Authority - Your name
Affiliate interests
Build your publisher network – Make connections
Superb for SEO - As always keep it natural

14. Authorship
Authentic – Credible – Trustworthy
Level field – Authorship mark-up – High ranking with original content
Integration - Google Plus profile & Author credit
Early adopters - Changing the way in which we search

15. Authorship

16. Curator
Content curators help add a voice to enable engagement
Distil overall noise of a topic into important & relevant content
Acknowledge every piece of information we encounter as it was put before us
by someone who worked to create it - discover it & bring it to our attention
www.curatorscode.org

17. Social sharing
Social Sharing buttons on key pages of your website & blog
Encourage sharing of your content across SM platforms
Tweet – FB shares – FB Likes – LinkedIn – Pinterest - Google +
Encourages greater engagement – Increase visitors to your website
Improves search engine visibility

18. Social sharing

19. Social sharing
Integrate your SM profiles into all coms
Avoid just using standardised FB & Twitter logo
Sell the benefits of your SM profiles – why should they follow you
Position social sharing at the top right of each page
Avoid using social widgets if frequency is low

20. Social Integration

21. Google Display Network
The Google Display Network comprises thousands of
websites where advertising can appear, (such as The
Independent, Auto Trader, Right Move, National Express,
You Tube etc. etc.)
.

22. Google Display Network
The Google Display Network allows website category segmentation
From this category we
select the most relevant
websites to advertise on.
Website Placements
Guardian.co.uk
Independenant.co.uk
Telegraph.co.uk
Dailymail.co.uk
Thesun.co.uk
Express.co.uk
Dailypost.co.uk
Dailymirror.co.uk

23. Google Display Geo–Targeting
Geo-targeting means having the ability to target a marketing
or advertising campaign to a specific set of visitors based on
their physical location. Through the Google Display Network
interface we are able to target multiple areas in the UK or
worldwide.

24. Google Display Delivery
Through the Google Display Network we use one single interface to
push content out to a number of websites. This means the delivery of
the campaign is streamlined, without the need to contact each
individual website owner directly, which saves on both time and cost.

25. “Half the money I spend on advertising is
wasted; the trouble is, I don't know which
half”…
John Wanamaker (July 11, 1838 – December 12, 1922) was a United
States merchant, considered by some to be the father of modern
advertising and a "pioneer” in marketing

26. Measure Return on Investment
Google Analytics, Funnels, Goals, Conversions
Impressions, Clicks
Call Tracking
Segment Target Audience
Fast Reaction (Re-Marketing, Geo-Targeting)

27. Thanks : )