figaro digital marketing conference: seo is the new pr - stephen kenwright
TRANSCRIPT
@stekenwright | #FigDigConf, 27 November 2014
Traditionally
Awareness
Consideration
Conversion
Loyalty
To most people, SEO looked
Like this
Problem #1:
This was never going to drive awareness
Problem #2:
Our link building tactics didn’t help consumers
Now
Awareness
Consideration
Conversion
Loyalty
No one can rank on awareness alone
Traffic Share – Breakdown Cover
No. of keywordsMax Potential Traffic
(monthly)
86 31,950
22%
65%
59%
28%
21%
13% 12%8%
6%4%
0%
10%
20%
30%
40%
50%
60%
70%
-
5,000
10,000
15,000
20,000
25,000
Traffic Est Traffic Share
Now we do SEO
Like this
Growth through
Google cares about…
Google cares about…
Not even PRs care about…
Everyone cares about…
1. We can help
Measure everything
2. We know what
Google wants
Google wants you to stop sending…
Stuff for bloggers
Google wants you to stop buying…
Advertorials
Problem:
Native advertising looks a lot like advertorials
Google wants you to stop syndicating…
Press releases
Problem #1:
Links from press releases will get you penalised
Problem #2:
Nobody hangs around on PR Newswire anymore
3. We know
How the internet works
If it’s worth syndicating someone will do it for you
People tell their own stories
…make it easy
Promotion
PR
Blogger Outreach
Response Source
Forums
Facebook Advertising
some people like to…
No engagement
…but social shares are hardly
Business critical
Traffic is
Business critical
in referrals
YOY organic traffic
Conversions are
Business critical
We generated
Problem:
There are aspects of PR SEO will never be good at
Like…
Trade
Like…
The “real world”
Like…
Crisis management
Problem:
Nobody is good at everything
For Branded3, technical link builders became
technical SEOs
We hired people to do
