seo now 2014
DESCRIPTION
Linkdex’s Chief Strategy Officer, Matt Roberts, gave an interesting talk on ‘SEO for Brands in 2014’ at BrightonSEO. SEO has changed significantly over the last 12 months and Matt’s presentation focuses on what SEO means to the brands that want and need to be visible and persuasive in the Organic SERPS in 2014.TRANSCRIPT
![Page 1: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/1.jpg)
SEO Now. 2014.
![Page 2: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/2.jpg)
We’ve Had A Think
![Page 3: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/3.jpg)
How?
Why?
What?
Start with Why: Simon Sinek
![Page 4: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/4.jpg)
How?
Why?
What? WhatEvery organization knows what is does.It’s the products and services they sell.
HowSome organizations know how they do what they do. The things that make them special and set them apart.
WhyIt’s a purpose, cause or belief. The reason your organization exists.
When all three pieces are in balance, others will say, with absolute clarity and certainty, “We know who you are,” “We know what you stand for.”
![Page 5: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/5.jpg)
Inspiring People
WhatHowWhy
![Page 6: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/6.jpg)
SEO Now, is amazing
It starts with Why
I Believe
![Page 7: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/7.jpg)
How?
Why?
What?
2011, 2012, 2013
Rankings, Traffic, Revenue
Technical, Content & Links
?
![Page 8: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/8.jpg)
Why?
The Why Of SEO Now.
![Page 9: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/9.jpg)
![Page 10: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/10.jpg)
ConsiderationEvaluation
ClosureShare
![Page 11: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/11.jpg)
![Page 12: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/12.jpg)
![Page 13: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/13.jpg)
SEO is no longer about optimizing for the search engines, but for people.”
Dennis Goedegebuure
Head of Global SEO, Airbnb
“
![Page 14: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/14.jpg)
Why?
SEO Now
![Page 15: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/15.jpg)
We’re Selling Moments
![Page 16: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/16.jpg)
We’re Not Selling Rankings
![Page 17: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/17.jpg)
Pitch the WHY of SEO
In those moments our customers are searching for things we know lots about. We should be there with the best and most relevant answers.”
Your Name
“
![Page 18: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/18.jpg)
Moments Build Brands
A Brand is not a product or a promise or a feeling. It's the sum of all the experiences you have with a company.”
Amir Kassaei
“
![Page 19: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/19.jpg)
Brand Equity Is Very Valuable
![Page 20: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/20.jpg)
And There’s More
Revenue
Market %
Brand
![Page 21: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/21.jpg)
How?
Why?
2014 How?
![Page 22: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/22.jpg)
Discover Customer Moments
![Page 23: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/23.jpg)
Publish Content For People
Content For Organic Search
Visibility
Create optimal amount of content that
is the best result for the customer query
Create a constant stream of content that our audience loves to
read and share
Increase Intersection Size
Content To Be Shared
Measure + Optimize
![Page 24: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/24.jpg)
Publish Amazing Content
Most Amazing Content On Web
OK
MVC
Pathetic
Qu
alit
y o
f C
on
ten
t
Links, Shares, Search Visibility, Word-of-Mouth… Received
Harmful Zero Low Massive
![Page 25: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/25.jpg)
PeopleInfluential In
PeopleInfluential In
Identify & Create Ongoing One-to-One Relationships With Influencers
Identify + Nurture
Promote Content To People
Influential Customers
![Page 26: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/26.jpg)
Information ArchitectureQuery / Page Relevance
Page SpeedDesign & UX
Desktop / Mobile / Tablet
Issue Management
Query / Page Relevance
Int. & Ext. Link Strategy
Schema
International
Measure + Optimize
On Websites Optimized For People
![Page 27: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/27.jpg)
ContentManager
TechnicalOptimizer
SEOStrategist
LinkManager
Data / InsightAnalyst
CampaignPlanning Team
WebDevelopment
UsabilityTeam
ContentWriters
Paid SearchTeam
PRTeam
DisplayMedia Team
SocialTeam
eCRM
SocialTeam
eCRM
Delivered By A Team Of People
![Page 28: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/28.jpg)
All Aiming For TheSame Goals
![Page 29: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/29.jpg)
How?
Why?
What?
2014 What?
![Page 30: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/30.jpg)
KPI’s For People
![Page 31: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/31.jpg)
Do You Believe?
SEO Now, is amazing
It starts with Why
![Page 32: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/32.jpg)
Join The SEO Now Group
![Page 33: SEO Now 2014](https://reader033.vdocuments.us/reader033/viewer/2022061110/5453819fb1af9f84228b4645/html5/thumbnails/33.jpg)
Download This Presentation
URL