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Moving SEO Out of the SiloJames Carson, Head of Digital Marketing, Bauer Media
james.carson@bauermedia.co.uk@mrjamescarson
Facebook.com/jacarsonuk.linkedin.com/in/jacarson85
www.jamescarson.co.uk/socialsearchAlways up for linkage!
Bauer and I
Do you really know what your SEO team does?
Have you seen any positive results?
If not, do you really know why not?
But we rank number one for {low volume keyword}
Beware these Statements…
But there was an algorithm update
That’s not what the data says
We can’t improve without {insert here}
SEO is Not Magic…
There are no:WizardsGurusWarlocksNinjas
Major Developments
2011
Google Panda
February 2011
Google+June 2011
AuthorshipAugust 2011
2012
Google Penguin
April 2012
Panda
www.wired.com/magazine/2009/10/ff_demandmedia/googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html
www.pandalized.com
Google+
www.google.com/insidesearch/features/plus/
Authorship
support.google.com/webmasters/bin/answer.py?hl=en&answer=1408986
Author Rank
Penguin
SPAM
Like it or not, SEO has changed and its future relies upon a complex relationship with content marketing, social media, and collaborative technology.searchenginewatch.com/article/2144350/Future-of-SEO-Change-Convergence-Collaboration
@andybetts1searchenginewatch.com/author/1750/andy-betts
Inbound Marketing
Content Marketing Model
Content
Outreach
DesignDevelopment
Analytics
www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/
Example…
Content
Outreach
DesignDevelopment
Analytics
www.jamescarson.co.uk/socialsearch/2012/03/01/inbound-model/
• Keyword Analysis• Competitor
Analysis• Brand Analysis• Market Research• Website Analysis
Analytics
Google Analytics (or otherwise)
SEOmoz API
Hyperion / Sales Email / CRM
Social Media APIs
www.jamescarson.co.uk/socialsearch/2011/11/08/data-driving-integrated-marketing-departments
Unifying Data
• Information Architecture
• User Experience• URL Structure• HTML5 / CSS3• Content
Management System
• Responsive Design
Design/Development
www.closeronline.co.ukwww.closerdiets.com
www.fhm.comwww.fhmdates.com
Classic Problem
Consolidate where possible
• News Articles• Stock Guides• Product Pages• Infographics• Video
Content
http://editd.com/reports/ss-13/london-fashion-week/
Editd
• Email• Social Media• Link
Building• PR• Advertising
Outreach
Brewdog
Tactical Nuclear Penguin 2009 – 32%
The End of History2010 – 55% Never Mind the Anabolics
2012 - 6 Banned Substances!
Who Does What?
Design/Development
Analytics Content
Outreach
Stakeholder Management
journalists, writers, video editors, designers, marketers (or just anyone!)
sales, marketers, PR, brand managers
developers, designers
analysts, marketing research
Questions?james.carson@bauermedia.co.uk
@mrjamescarson
facebook.com/jacarson
uk.linkedin.com/in/jacarson85
www.jamescarson.co.uk/socialsearch
Always up for linkage!
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