Is Social the new SEO?

•

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Presented by Glen Conybeare, Chief Commercial Officer, Stickyeyes at Webit Congress 2013.

Business Technologie

IS SOCIAL THE
NEW SEO?

GLEN CONYBEARE
CHIEF COMMERCIAL OFFICER

@STICKYEYES

SEO was dead easy…

SEO is now dead ?

Not dead, just
tougher

SEO TODAY
The three pillars:
25%
50%
25%

Technicals

Content

Authority

1. Technical work
2. Content
3. Authority Enhancement

AUTHORITY WHAT?
•
•
•
•
•

Earned not bought links
PR
Shareable content
Great creative
And most definitely social

“YES, SOCIAL
SIGNALS ARE
PART OF OUR
ALGORITHM”
Matt Cutts
Heads of Google Web Spam team

Great News!

So why do so many companies fail?

Meet Bob

“I’ve got your
recommendations
but…..”

“I need a few weeks to get it
round the various
departments”

“IT have said they can’t do it
yet/don’t want to do it”

“PR have said the idea
needs to go through
them/their agency”

“I need to get the social
guys involved”

THE
ENEMY

Your CEO

SEO

SEO
SEO
SEO
SEO
SEO

SEO

Who’s doing it right?

“We have dissolved the SEO and social
media teams in their traditional form,
and remoulded them to be more
consumer value and campaign-centric”

“Where MSM has been most successful
(from its core employees to its board) is
by being very ambitious and progressive
in removing organisational barriers..”

CONVINCING THE
CEO

RESULTS
Insurance
Car Insurance
Loans
Cheap Car Insurance
Credit Cards

60,500
550,000
200,000
135,000
90,000

2nd
1st
1st
2nd
1st

Monthly revenue from those
5 terms in the UK alone is
worth circa

€1,500,000

That’s the figure to share
with your CEO

SUMMARY

Social isn’t the new SEO
It’s just one part of it

SEO success requires
organisational change

Stop blaming
Bob!

BLAME THIS GUY

Thank you for
your time!

Stickyeyes
Global Digital
Marketing Experts
Glen.Conybeare@Stickyeyes.com

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Whether you’re migrating to a new domain or to a whole new website platform, website migrations come with a number of risks and pitfalls which, if not avoided or managed, could result in a substantial loss of organic traffic. In Website Migration 101, not 404, Stickyeyes Senior SEO Lead, Richard Hird will talk you through how you can plan and execute a successful SEO migration. Sharing his expertise and experience of delivering migrations for a range of brands, from SME to enterprise-level e-commerce brands, he'll guide you through the common pitfalls to ensure that you deliver a smooth transition that will not only maintain traffic levels, but also provide a platform for growth.

SEO Migration 101, not 404 | BrightonSEO 2021

SEO Migration 101, not 404 | BrightonSEO 2021

SEO Migration 101, not 404 | BrightonSEO 2021

Stickyeyes invited 20 content and PR experts to join together for one night and share their single best tip with our virtual audience. 20×20 brings speakers together from agencies, brands, independant consultants, education and journalists, each taking the mic for five minutes covering everything from career advice, how they came up with their best campaign yet, working through tricky times or the best places to look for inspiration.

20 short talks by 20 content and PR experts – Stickyeyes - Leeds Digital Fest...

20 short talks by 20 content and PR experts – Stickyeyes - Leeds Digital Fest...

20 short talks by 20 content and PR experts – Stickyeyes - Leeds Digital Fest...

As UX becomes an increasingly important online metric, Andy will look at how well machines (including Google) can actually measure the experience of a user. He’ll discuss the advantages, but also the dangers of relying on (easy to measure) factors like bounce rate or time on site. And he’ll also share his tips on getting the best of both worlds – machine measured UX with harder to measure human UX insights. We imagine there may also be quite a few Terminator references! Presenter: Andy Duke, Head of Design and Development, Stickyeyes

Rise of the Robots: How well can machines measure UX? | Search Leeds 2019 | A...

Rise of the Robots: How well can machines measure UX? | Search Leeds 2019 | A...

Rise of the Robots: How well can machines measure UX? | Search Leeds 2019 | A...

Brands are still approaching search marketing as two separate channels, organic and paid, and often engaging separate agencies to work on very different approaches. But in modern search, is this approach really relevant, and is it delivering the best possible return? Sarah will look at how you can break out of the single-channel vacuum and build strategies that not only adapt to customer intent but also competitor movements and messaging to make sure you never spend a £1 more than you need to. Speaker: Sarah Barker, Head of Biddable Media, Stickyeyes

One Search – combining your organic and paid strategies for greater effect | ...

One Search – combining your organic and paid strategies for greater effect | ...

One Search – combining your organic and paid strategies for greater effect | ...

Slides from Stickyeyes 40x40 design event. Leeds Digital Festival 2019.

Slides from Stickyeyes 40x40 design event. Leeds Digital Festival 2019.

Slides from Stickyeyes 40x40 design event. Leeds Digital Festival 2019.

Google’s updated search quality guidelines place a major focus on three key principles; expertise, authority and trust. These updates have changed the game for ecommerce brands when it comes to content, user experience and brand positioning. The update saw a number of established and trusted brands have suffered at the hands of Google’s new policy, so how do ecommerce brands convey expertise, build authority and establish trust whilst, at the same time, producing content that sells? We’ll explore just what has happened with the Google EAT update, and what you need to do to step up your content and search marketing strategy. Speaker - Jack Nottidge, SEO Lead, Stickyeyes

How e-commerce brands can survive Google’s E-A-T | Jack Nottidge, SEO Lead, S...

How e-commerce brands can survive Google’s E-A-T | Jack Nottidge, SEO Lead, S...

How e-commerce brands can survive Google’s E-A-T | Jack Nottidge, SEO Lead, S...

As customer moments become more and more powerful in the search journey, the emotions that your audiences experience can dramatically influence their decision making throughout that journey. This session - which you can view on-demand here https://www.brighttalk.com/webcast/16065/342947 - will discuss how brands can use artificial intelligence to understand the emotions that customers are experiencing and the sentiment of their query, allowing them to deliver much more effective communications. Speaker: Richard Page, Data, Insights and Technology Manager, Reprise Digital

Why audience emotions matter, and how you can measure them with AI | Richard ...

Why audience emotions matter, and how you can measure them with AI | Richard ...

Why audience emotions matter, and how you can measure them with AI | Richard ...

Voice search devices are working their way into more homes and more devices, so it has never been more important to understand the voice search ecosystem and the opportunities that they present. This session - which you can listen to on-demand at https://www.brighttalk.com/webcast/16065/342946 - will discuss how and why voice is emerging as an important communications channels, where voice can go from here, and what you need to do to deliver connected customer experiences that generate a return on investment. Speaker: Jorge Seeliger, Head of Innovation, Reprise Digital

Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger...

Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger...

Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger...

Lead nurturing is the defining act that turns a lead into a prospect, and a prospect into a sale. Yet it is often the part of the process which is most neglected. Perhaps this is why an estimated 79% of leads never convert into a sale, according to MarketingSherpa. Stickyeyes webinar, on Thursday 8th November 12.30-1.30 (BST), presented by Stickyeyes Demand Generation Director, Phil McGuin discussed the four key stages of lead nurturing that: - raise awareness and perception of your brand; - convince your prospects of your credentials; and - convert those leads into a positive commercial action. You can listen to the webinar on-demand at https://www.brighttalk.com/webcast/16065/337312 Or view more of Stickyeyes free whitepapers, webinars and blog posts at https://www.stickyeyes.com/

How to nurture good sales leads - Lead Generation

How to nurture good sales leads - Lead Generation

How to nurture good sales leads - Lead Generation

The "Complete Content" Approach to Content Marketing

The "Complete Content" Approach to Content Marketing

The "Complete Content" Approach to Content Marketing

Putting your customer at the heart of your SEO and content strategy has never made more sense. In this Slideshare (to accompany a recent SmartInsights/BrightTalk webinar which you can listen to on demand here - https://summits.brighttalk.com/webinar/how-to-develop-a-customer-centric-seo-strategy-in-2018/ ) we'll explain how you can leverage Google’s changing algorithm to deliver organic search gains by examining: - How to use search data to map your strategy to intent - User experience and shifting ranking signals - Conversational search and the rise of voice - The importance of data mark-up to enhance the search experience We take a look at the hot trends for 2018 and beyond and show you how to improve your strategy and implement best practice organic search practices through: - Technical SEO - Maximising opportunities from product and category content - Competitor intelligence to benchmark and drive organic gains. To get email updates of our latest video blogs, insights and intelligence, sign up to our email updates: http://www.stickyeyes.com/newsletter/ or visit https://www.stickyeyes.com/intelligence/

How to develop a customer-centric SEO strategy in 2018 | Stickyeyes

How to develop a customer-centric SEO strategy in 2018 | Stickyeyes

How to develop a customer-centric SEO strategy in 2018 | Stickyeyes

5 key findings from the Stickyeyes Sports Betting Visibility Report

5 key findings from the Stickyeyes Sports Betting Visibility Report

5 key findings from the Stickyeyes Sports Betting Visibility Report

100 Day Plan to Transform your Digital Marketing Strategy

100 Day Plan to Transform your Digital Marketing Strategy

100 Day Plan to Transform your Digital Marketing Strategy

The 5 C’s that your content marketing strategy cannot afford to lack

The 5 C’s that your content marketing strategy cannot afford to lack

The 5 C’s that your content marketing strategy cannot afford to lack

Ensuring that you are delivering the right content, to the right audience, at the right time in the buying process is no easy task, but it is critical to get this right in order to drive a return on investment from content marketing. Our latest webinar, hosted by Phil McGuin, Director of Demand Generation at Stickyeyes broke down the fundamental elements to building and implementing a sales driven content strategy including: - How to define your sales process & buying cycle. - How to understand how your target audiences behave online, and what content they are looking for. - How to map your content onto your target audience and customer persona groups. - How and why to deploy relevant content at different stages within the sales cycle.

How to create content that fuels your sales funnel (pdf)

How to create content that fuels your sales funnel (pdf)

How to create content that fuels your sales funnel (pdf)

Content distribution remains one of the biggest headaches for content marketers, but it is the lifeblood of any content strategy. Stickyeyes’ Content Director Danny Blackburn explains how you can make your content move. With audiences increasingly finding ways to avoid branded content, and social networks limiting the reach of your brand message, Danny discusses how you can ensure that your content makes a mark on your audiences, using techniques that overcome the key barriers to content distribution.

How to develop an awesome content distribution strategy

How to develop an awesome content distribution strategy

How to develop an awesome content distribution strategy

Lots of brands struggle to venture outside their niche/vertical when planning and deploying their content strategy. But, if you can improve your brands story-telling you'll be able to increase your reach to a wider and more engaged audience. Stickyeyes Marketing Communications Director, Heather Healy, shared her insight and top tips for developing content streams that increase brand awareness, site visitors and partnerships options, without compromising on your brand values, at World Travel Market 2015.

World Travel Market 2015 - How can content strategy help you to tell credible...

World Travel Market 2015 - How can content strategy help you to tell credible...

World Travel Market 2015 - How can content strategy help you to tell credible...

How to Manage a Social Media Crisis

How to Manage a Social Media Crisis

How to Manage a Social Media Crisis

Creating great content but still struggling to measuring its impact? These slides share practical insight and top tips from the experienced digital content teams at independant digital agency Stickyeyes and content marketing agency Zazzle Media including: - how forward-thinking brands are driving revenue from social media - how they distribute content to deliver a return on their investment, and - how they measure the impact of their content. We also share practical tips for content ideation and planning including: - understanding your audience - identifying your content needs - generating word of mouth, and - the importance of testing and refining your campaigns.

How engaging content can drive revenue

How engaging content can drive revenue

How engaging content can drive revenue

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SEO Migration 101, not 404 | BrightonSEO 2021

SEO Migration 101, not 404 | BrightonSEO 2021

SEO Migration 101, not 404 | BrightonSEO 2021

SEO Migration 101, not 404 | BrightonSEO 2021

SEO Migration 101, not 404 | BrightonSEO 2021

SEO Migration 101, not 404 | BrightonSEO 2021

20 short talks by 20 content and PR experts – Stickyeyes - Leeds Digital Fest...

20 short talks by 20 content and PR experts – Stickyeyes - Leeds Digital Fest...

20 short talks by 20 content and PR experts – Stickyeyes - Leeds Digital Fest...

Rise of the Robots: How well can machines measure UX? | Search Leeds 2019 | A...

Rise of the Robots: How well can machines measure UX? | Search Leeds 2019 | A...

Rise of the Robots: How well can machines measure UX? | Search Leeds 2019 | A...

One Search – combining your organic and paid strategies for greater effect | ...

One Search – combining your organic and paid strategies for greater effect | ...

One Search – combining your organic and paid strategies for greater effect | ...

Slides from Stickyeyes 40x40 design event. Leeds Digital Festival 2019.

Slides from Stickyeyes 40x40 design event. Leeds Digital Festival 2019.

Slides from Stickyeyes 40x40 design event. Leeds Digital Festival 2019.

How e-commerce brands can survive Google’s E-A-T | Jack Nottidge, SEO Lead, S...

How e-commerce brands can survive Google’s E-A-T | Jack Nottidge, SEO Lead, S...

How e-commerce brands can survive Google’s E-A-T | Jack Nottidge, SEO Lead, S...

Why audience emotions matter, and how you can measure them with AI | Richard ...

Why audience emotions matter, and how you can measure them with AI | Richard ...

Why audience emotions matter, and how you can measure them with AI | Richard ...

Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger...

Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger...

Understanding the voice ecosystem, and why it matters to you | Jorge Seeliger...

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How to nurture good sales leads - Lead Generation

How to nurture good sales leads - Lead Generation

The "Complete Content" Approach to Content Marketing

The "Complete Content" Approach to Content Marketing

The "Complete Content" Approach to Content Marketing

How to develop a customer-centric SEO strategy in 2018 | Stickyeyes

How to develop a customer-centric SEO strategy in 2018 | Stickyeyes

How to develop a customer-centric SEO strategy in 2018 | Stickyeyes

5 key findings from the Stickyeyes Sports Betting Visibility Report

5 key findings from the Stickyeyes Sports Betting Visibility Report

5 key findings from the Stickyeyes Sports Betting Visibility Report

100 Day Plan to Transform your Digital Marketing Strategy

100 Day Plan to Transform your Digital Marketing Strategy

100 Day Plan to Transform your Digital Marketing Strategy

The 5 C’s that your content marketing strategy cannot afford to lack

The 5 C’s that your content marketing strategy cannot afford to lack

The 5 C’s that your content marketing strategy cannot afford to lack

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How to create content that fuels your sales funnel (pdf)

How to create content that fuels your sales funnel (pdf)

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How to develop an awesome content distribution strategy

How to develop an awesome content distribution strategy

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World Travel Market 2015 - How can content strategy help you to tell credible...

World Travel Market 2015 - How can content strategy help you to tell credible...

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1. IS SOCIAL THE NEW SEO? GLEN CONYBEARE CHIEF COMMERCIAL OFFICER @STICKYEYES

2. SEO was dead easy…

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4.

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6. SEO is now dead ?

7. Not dead, just tougher

8. SEO TODAY The three pillars: 25% 50% 25% Technicals Content Authority 1. Technical work 2. Content 3. Authority Enhancement

9. AUTHORITY WHAT? • • • • • Earned not bought links PR Shareable content Great creative And most definitely social

10. “YES, SOCIAL SIGNALS ARE PART OF OUR ALGORITHM” Matt Cutts Heads of Google Web Spam team

11. Great News!

12. So why do so many companies fail?

14. “I’ve got your recommendations but…..”

15. “I need a few weeks to get it round the various departments”

16. “IT have said they can’t do it yet/don’t want to do it”

17. “PR have said the idea needs to go through them/their agency”

18. “I need to get the social guys involved”

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22. PR Social SEO Content Partnerships Brand teams IT

23. SEO SEO SEO SEO SEO SEO SEO

24. Who’s doing it right?

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26. “We have dissolved the SEO and social media teams in their traditional form, and remoulded them to be more consumer value and campaign-centric”

27. “Where MSM has been most successful (from its core employees to its board) is by being very ambitious and progressive in removing organisational barriers..”

28. CONVINCING THE CEO

29. RESULTS Insurance Car Insurance Loans Cheap Car Insurance Credit Cards 60,500 550,000 200,000 135,000 90,000 2nd 1st 1st 2nd 1st

30. Monthly revenue from those 5 terms in the UK alone is worth circa €1,500,000

31. That’s the figure to share with your CEO

33. Social isn’t the new SEO It’s just one part of it SEO success requires organisational change

34. Stop blaming Bob!

35. BLAME THIS GUY

36. Thank you for your time! Stickyeyes Global Digital Marketing Experts Glen.Conybeare@Stickyeyes.com