Being more visible than your competitors is a basic requirement for success online although many marketers see it as a technical backwater. But today, marketing and PR are the key levers to beat competitors in natural search, while at the same time most marketing and PR agencies don’t understand natural search. So how can a hard working marketeer expect to achieve natural search dominance from this start-point? This session draws on Tolkien, Google and Text Book Marketing to illustrate how you can dominate natural search by working your existing marketing. Questions: 1. Why are marketing and natural search on a collision course? 2. How do I marshal ATL and BTL marketing to dominate natural search? 3. What is Google seeing when it looks at my website? 4. How do I influence my agency's behaviours to achieve natural search dominance? 5. What are the quick wins my marketing can do to move up search rankings?

1. How Marketing
Can Dominate Natural Search
September 2013
Mark Iremonger
Adam Skalak
Chief Strategy Officer
Head of SEO
@iremonger
@adamskalak

2. Marketing
Paid
Awareness & Reach
ATL
Media
BTL
Social
Earned
Owned
Behaviour & Action
Perception & Relationship
.com
PR
2

4. End justifies means

5. Unethical shortcuts

6. Relentless & resourceful
Independent

7. Wise peacemaker
Marshals resources
7

8. Old School
ATL
Media
BTL
SEO
Social
.com
PR
Visibility
8

9. Partner
Media
ATL
SEO
BTL
Social
.com
PR
9

10. The One Ring
Media
ATL
SEO
SEO
BTL
Social
.com
PR
10

11. WHY?
11

12. The Answer Is In The Story Search
Now-ish
BY H
AND
Then
Time

13. Traditional SEO Pillars
Website Visibility
Increased Relevance
Keyword Dominance
Keyword
Optimisation
Technical
Optimisation
Link
Building

14. The Dominant Silverback
4%
3%
90%
Of all UK Search
Google
Bing
Yahoo!
90%
Ask Jeeves
Other
Source: Hitwise (12 weeks ending Sep 12)

15. Do Great Content. Stop Gaming Me
Poor Content
In Search Results
Stop Link Tactics
Influencing
Search Results
TIME
Amplify
Social Signal Significance
In Search Results
Amplify
User Signal Significance
In Search Results

16. Do Great Content. Stop Gaming Me
Then
Now-ish
Next
D
USER
ALS &
SIGN
IAL
SOC
ATA
CERTAIN
LINK
EQUIT
Y
BY H
AND
PUB
BING
MICROSOFT
Time

17. Impact 1: Unnatural Link Building Is Not Sustainable
Keyword
Optimisation
Technical
Optimisation
Unnatural
Link
Building
Less Influence
More Risk

18. Impact 2: Two New SEO Pillars
New SEO Pillars
Keyword
Optimisation
Unnatural
Technical
Link
Optimisation
Building
+
New Outcomes:
Influencer
Engagement
Consumer
Engagement
1. Natural Links
2. Social Signals
3. User Data Signals
More Influence

19. Restricted Content
Slides 19-26
19

20. The New Pillars of SEO
Maximise Effectiveness, Minimise Risk
Technical
Keyword
Optimisation
Optimisation
Influencer
Engagement
Unnatural Link
Building
Consumer
Engagement

21. Connected SEO
Media
ATL
Influencer
Engagement
Consumer
Engagement
SEO
SEO
BTL
Social
.com
PR
21

22. Connected SEO
Will SEO remain in a silo in 2014?
Are your agencies or organisation
capable of supporting Connected SEO?
Media
Do you have an influencer strategy that
supports SEO?
ATL
SEO
SEO
BTL
How can you tap your other marketing
activity to generate SEO value?
Do PR and SEO talk?
Social
.com
PR
Does SEO contribute to campaign
strategy and planning?
Do digital data insights feed into your
marketing?
Is your SEO agency capable of being a
‘trusted partner’?