Convergence of Content, Social and SEO at Adtech 2013. Prashant Puri

1. AdLift – Delivering Search ROI
SEO & Content – AdTech New Delhi
February 2013
Presented by:
Prashant Puri
AdLift.com
@puriprashant

2. Every Month, We Manage
75 Million SEO
Visits
ADLIFT CONFIDENTIAL 2
@puriprashant

3. AdLift Is An Advisor to Leading Industry Events and Search Journals
ADLIFT CONFIDENTIAL 3
@puriprashant

4. Foundation Matters.
Lets uncover the
MYTHS
in the Content & SEO World
ADLIFT CONFIDENTIAL 4
@puriprashant

5. MYTH #1
SEO is a 2 month
process – Lets get
there..FAST
ADLIFT CONFIDENTIAL 5
@puriprashant

6. REALITY:
Sustainable SEO
requires scalable
long term SEO Visits - Leading Mobile Website
investment
SEO Visits
Jun-11 Jul-11 Aug-11
ADLIFT CONFIDENTIAL 6
@puriprashant

7. REALITY:
Sustainable SEO
requires scalable
long term SEO Visits - Leading Mobile Website
investment
SEO Visits
Started Investing in
Jun-11 Jul-11 Aug-11
SEO in June 2011
ADLIFT CONFIDENTIAL 7
@puriprashant

8. REALITY:
Sustainable SEO A couple of slides in.
… I’ll give everyone
the latest..
requires scalable
long term SEO Visits - Leading Mobile Website
investment
SEO Visits
Jun-11 Jul-11 Aug-11
ADLIFT CONFIDENTIAL 8
@puriprashant

9. MYTH #2
Content for Bots is
Different from
Content for Users
ADLIFT CONFIDENTIAL 9
@puriprashant

10. MYTH #2
Content for Bots is
Different from
Content for Users
Templatized
Content. Spammy
Anchor Texts don’t
work anymore
ADLIFT CONFIDENTIAL 10
@puriprashant

11. REALITY:
Content with a
Purpose is More
Valuable than
Ever.
Ranks #1 for “new york las vegas flights”
ADLIFT CONFIDENTIAL 11
@puriprashant

12. REALITY: SPAM
Content Cannot
do this
#nook 45k
Tweets #linkedin 22k
#airbnb,
1009
ADLIFT CONFIDENTIAL 12
@puriprashant

13. REALITY: SPAM
Content Cannot
do this
#nook 45k
Tweets #linkedin 22k
#airbnb,
1009
ADLIFT CONFIDENTIAL 13
@puriprashant

14. REALITY: SPAM Content
Cannot do this
ADLIFT CONFIDENTIAL 14
@puriprashant

15. MYTH #3
SEO is autonomous
ADLIFT CONFIDENTIAL 15
@puriprashant

16. REALITY: SEO Helps
other channels
Example: You can use
SEO to improve
conversion rate
ADLIFT CONFIDENTIAL 16
@puriprashant

17. MYTH #4
SEO is DEAD
ADLIFT CONFIDENTIAL 17
@puriprashant

18. REALITY: You
can believe
what you like
SEO Visits - Leading Mobile Website
SEO Visits
Jun-11 Jul-11 Aug-11
ADLIFT CONFIDENTIAL 18
@puriprashant

19. REALITY: You
can believe
what you like..
But I believe the
Data SEO Visits - Leading Mobile Website
Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Oct-12
Nov-12
Dec-12
Jan-12
Jan-13
Feb-12
Mar-12
Sep-12
ADLIFT CONFIDENTIAL 19
@puriprashant

20. Lets STOP
Believing these
MYTHS
Manmohan Singh is the Prime Minister of India
ADLIFT CONFIDENTIAL 20
@puriprashant

21. SEO Works best when its
built in to the content
strategy ecosystem.
Ways to build SEO in to
your content strategy
ADLIFT CONFIDENTIAL 21
@puriprashant

22. 1. Work with P&L
Owners – what are the
products/keywords that
they care most about ?
ADLIFT CONFIDENTIAL 22
@puriprashant

23. 2. Content Audit – top
landing pages
driving/traffic
worst landing pages
driving/traffic
Competitive Link Graphs
ADLIFT CONFIDENTIAL 23
@puriprashant

24. 3. Set expectations with
stakeholders
SEO Takes Time
But once you have it.. Its
sustainable
ADLIFT CONFIDENTIAL 24
@puriprashant

25. Acquire
Amplify
Advance
@puriprashant
Prashant Puri
CEO & Co-Founder
AdLift
prashant@adlift.com
@puriprashant
ADLIFT CONFIDENTIAL 25
@puriprashant