What is interdependency and how can the theory of interdependency help with a search marketing campaign or strategy. This deck explore the different types of interdependency and sees if one of these types fits the current SEO and digital landscape.

1. interdependency

3. What do we mean by interdependent?
Relationships that are interdependent
Marketing is interdependent
Google’s view
Leveraging assets
An Interdependent approach to search

5. “two or more peopleor thingsthat are dependent on each other”
https://dribbble.com/p_kwiatkowski

6. “the management process responsible for identifying, anticipatingand satisfyingcustomer requirements profitably.”
https://dribbble.com/wojtas

8. 4forms of interdependency:
Pooled
SequentialReciprocal
Comprehensive
(3 are covered in this book)

10. Tasks are completed independently and then are simply grouped together to show output.

12. Tasks are completed independently but each task builds on/adds to the previous task. Making the output the sum of various parts.

14. Each task requires the other to fully work, however individuals may interact along different intervals of the production in order to complete tasks.

16. Comprehensive needs a high level of interaction, coordination and collaboration between all parts and during all stages of the production.

17. does this relate?

18. is

19. This…

20. Is more like this…

22. “Our customers only complete one journey”

23. “Our customers only enter the journey at one point”

24. “We only contribute at one point of the purchase cycle”

25. …are
“Our customers only complete one journey”
“Our customers only enter the journey at one point”
“We only contribute at one point of the purchase cycle”

27. Google says so…

28. ”In reality…customers research, compare and make purchase decisions via multiple touch points across multiple channels.” http://analytics.blogspot.co.uk/2011/08/introducing-multi-channel-funnels.html

29. Well, actually…

31. There are many and important variations in the structure and functioning of marketing “caused largely by the wide variations in the character of the commodities and the nature of the market conditions” (Breyer1931 p1).

32. This… also not new

35. Thibautand Kelley wrote about interdependency, status, conformity, and group goals in their book on social psychology as early as .

36. But the thinking is relevant today because…

45. Moz completed a survey looking at the ranking factors in Google.
Links take up 40% but there are a much wider variety of factors to gaining success in search:
Page load speed
HTTP response time
Content relevance
User usage

49. Leverage assets to other channels

50. “Customer in, not product out”
Source: https://www.google.com/think/articles/build-your-engagement-engine-part-3.html

51. Make your work interdependently

53. http://www.melodiesinmarketing.com/2009/01/04/green-marketing-pie/
Being Here

54. Being Here
Can contribute here

56. CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority
Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
Structure
Quality

60. There is a need for you to engage users on site through informative, helpful content not just through promotional, link worthy content.

61. BUILD
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
Structure
Quality

62. CITATIONS
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority
Relevance
Freshness

63. Instead of looking at engagement signals off site like shares and links. Look at indicator metrics such as bounce rate, time on site, signals that should be better. These tie in with Panda too and are a way of saying “Hey Google, our site is great for users”.

64. Relevant
User Experience
Fast
Comprehensive

72. CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority
Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
Structure
Quality

74. CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority
Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
Structure
Quality
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76. CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority
Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
Structure
Quality

78. CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority
Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
Structure
Quality

80. Comprehensive needs a high level of interaction, coordination and collaboration between all parts and during all stages of the production.

81. https://dribbble.com/p_kwiatkowski
http://www.flickr.com/photos/x-ray_delta_one/4148693427/sizes/l/
https://dribbble.com/wojtas
https://www.flickr.com/photos/antoniocastagna/
https://www.flickr.com/photos/josemanuelerre/
https://www.google.com/think/articles/build-your-engagement-engine-part-3.html
http://moz.com/search-ranking-factors
http://impgroup.org/uploads/papers/4473.pdf
https://www.flickr.com/photos/that_chrysler_guy/
http://www.flickr.com/photos/44534236@N00/6918582534/sizes/l/
http://www.flickr.com/photos/seattlemunicipalarchives/4058808950/sizes/o/
http://www.google.com/think/tools/customer-journey-to-online-purchase.html