SEO for brands in 2014 - 10 examples of connections that members of an SEO team need to make with other experts in the marketing mix.

1. 10 connections to make in 2014
SEO for brands in 2014 - Linkdex
Mark Williams
Natural Search Director – iCrossing UK
20/03/14

2. 1
ATL
BTL
PR.com
Social
Media
Earned
Perception & Relationship
Paid
Awareness & Reach
Owned
Behaviour & Action
Connected SEO

3. BTL
.com
2
ATL
PR
Social
Media
SEO
Visibility
Connected SEO

4. 3
ATL
BTL
PR
.com
Social
Media
SEO
Connected SEO

5. Connected SEO
4
ATL
BTL
PR
.com
Social
Media
SEO
SEO

6. 5
Technical
Optimiser
Technical
Optimisation
More Influence
Influencer
Engagement
Consumer
Engagement
+
Unnatural
Link
Building
Link
BuilderKeyword
Optimisation
Content
Optimiser
SEO
Strategist

7. The SEO Roles
6
Introducing
Content
Optimiser
Technical
Optimiser
SEO
Strategist
Link
Builder

8. 7
Technical
Optimiser
Web
Developer
1.
The Architecture Duo

9. 1. Technical Optimiser & Web Developer
The Architecture Duo
Technical
Optimiser
Web
Developer
Benefit: Keep the site architecture ahead of the competition

10. 9
Technical
Optimiser
Usability
Expert
2.
The Experience Duo

11. 2. Technical Optimiser & Usability Expert
The Experience Duo
Technical
Optimiser
Usability
Expert
Benefit: Ensure the user and therefore the search engine is receiving a great experience

12. 11
Content
Optimiser
Paid Search
Expert
3.
The Keyword Duo

13. 3. Content Optimiser & Paid Search Expert
The Keyword Duo
Content
Optimiser
Paid Search
Expert
Natural Search
(SEO)
Paid Search
(PPC)
Shared
Keyword Research
Keyword Testing
Ad Copy & Meta Descriptions
Sitelinks
Efficiencies
Benefit: Maximising the search channel

14. 13
Content
Optimiser
Content
Editor
4.
The Content Duo

15. 4. Content Optimiser & Content Editor
The Content Duo
Content
Optimiser
Content
Editor
Browsing
Short listing
Buying
How Much?
Offers On?
How to?
Benefits of?
What is?
How does?
Content Editor
Content Optimiser
Benefit: Ensuring SEO is included through the whole purchasing funnel

16. 15
Link
Builder
Display Media
Buyer
5.
The Media Domination Duo

17. 5. Link Builder & Display Media Buyer
The Media Domination Duo
Link
Builder
Display Media
Buyer
Benefit: Obtain media domination on industry websites
Your amazingly
hard Earned Media
CompetitorsPaidMedia
CompetitorsPaidMedia
CompetitorsPaid
Media
Competitors Paid Media
Opportunity?
YourBrand’sPaidMedia
YourBrand’sPaidMedia
YourBrand’sPaid
Media
Your Brand’s Paid Media

18. 17
Link
Builder
PR
Expert
6.
The Influencer Duo

19. 6. Link Builder & PR Expert
The Influencer Duo
Link
Builder
PR
Expert

20. 6. Link Builder & PR Expert
The Influencer Duo
Link
Builder
PR
Expert
NumberofInfluencers
Decade
50’s 60’s 70’s 80’s 90’s 00’s 10’s

21. 6. Link Builder & PR Expert
The Influencer Duo
Link
Builder
PR
Expert
Who should contact
an influencer?
Brand owner to
mediate

22. 6. Link Builder & PR Expert
The Influencer Duo
Link
Builder
PR
Expert
The best person to
contact an influencer is
the one who has the
existing relationship
Benefit: Ensuring maximum influencer engagement

23. 22
Link
Builder
Paid Social
Buyer
7.
The Promotion Duo

24. 7. Link Builder & Paid Social Expert
The Promotion Duo
Link
Builder
Paid Social
Buyer
Outreach
Promotion
Paid Social
Promotion Benefit: Maximise new consumer engagement

25. 24
Link
Builder
eCRM
Expert
8.
The Amplification Duo

26. 8. Link Builder & eCRM Expert
The Amplification Duo
Link
Builder
eCRM
Expert
Outreach
Promotion
eCRM
Promotion Benefit: Maximise existing consumer engagement

27. 26
SEO
Strategist
Data
Analyst
9.
The Audience Duo

28. 9. SEO Strategist & Data Analyst
The Audience Duo
SEO
Strategist
Data
Analyst
Who are your
consumers?
Who are they
influenced by?
What are their
interests?
What steps do they
take during the
purchase funnel?
Which websites are
they reading?
Which consumers
are over or under
indexing?
What type of
content gets the
most engagement?
Which competitors
have gained SEO
market share?
Why have
competitors gained
SEO market share?
The Questions:

29. 9. SEO Strategist & Data Analyst
The Audience Duo
SEO
Strategist
Data
Analyst
The Outcomes:
Targeted
Consumer Focus
Targeted
Influencer Focus
Engaging Content
Competitive
Advantage
Benefit: Ensure we understand the audience behind an SEO campaign

30. 29
SEO
Strategist
10. Planning
Table
The Campaign Team

31. The Campaign Team
10. SEO Strategist & The Planning Table
SEO
Strategist
Planning
Table
Get involved
Know when not to be
involved
Understand the
audience and
campaign
Demonstrate value
from previous
campaigns
Benefit: Ensuring SEO is weaved into all marketing activity

32. 31
Technical
Optimiser
Web
Developer
Usability
Expert
Content
Optimiser
Paid Search
Expert
Content
Editor
Link
Builder
Display Media
Buyer
PR
Expert
Paid Social
Buyer
eCRM
Expert
SEO
Strategist
Data
Analyst
Planning
Table
10 connections to make in 2014
Mark Williams – iCrossing UK