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What is SEO
What does it mean to you?
What do you think agencies do?
SEO In 30 Seconds
• Tech– Does Google see the site how you want it
to?
• Onsite– Does your site give signals that it is
relevant?
• Offsite– Are people talking about you?
SEO History
• Used to be uncreative
• Google got smarter• They need people
to search
The Nerdy Days
• Used to be largely about data and tech
• Throw a load of keywords onto a page
• “How can I take advantage of Google”
The Nerdy Days Of Content• CONTENT
• Little• Shit• Often
• You used to get traffic, but what the hell did you expect the traffic to do?
The Nerdy Days of Tech
• TECH• Used to be
a bigger part
• Bad SEOs used tech to try and get one up on Google
The Nerdy Days of Backlinks• LINKS• A million
links is better than one
• Get a bloke in India to spend a day building links on spam sites SEO Arsehole
(Because it is shit)
Google Got Better
• Penalised rubbish content in 2011
• Penalised rubbish links in 2012
Now (as of about 5 years ago)• Tech – Goes Google
see what I want it to see?
• Content – Is there a demand and a gap for this awesome content
• Links – Does Google think this link will be awesome?
All about the user
User focused content was nothing new
• Liberty has always been about the user
• Hired our first writer in 2008 (our first employee!)
• By focusing on goals rather than traffic, our content was always tailored for the user
• We knew nothing about relationship building and PR
So started the digital PR arms race
• SEOs had to learn PR skills
• We focused on quality over quantity (like any good PR)
• Our focus was 100% in backlinks
PR Firms did not realise they were in a race
What’s the return?
Attributable value has become vital
Digital
Marketing
Business Strategy
This got us buyin from the C-Suite
This in action
A large national restaurant chain wants more exposure on Google Maps
We undertook a major overall of their local SEO
We segmented out the new traffic
We gave the digital goals accurate values based on redemption rates and average order value
Traditional PR output makes this measurement tricky
PRs are now using SEO skills
• PRs are damn good at building links
• They are taking in the tech side also
• Might not be tied in with digital strategy
Make sure there is strong comms!
We can teach and learn• We have data and
personas• Gap and demand
analysis
• PRs have relationships and greater experience
• Sector specific knowledge
The perfect balance
PR•Relationships•Offline
SEO•Data• Strategy
WINNING
In summary
Digital / Marketing is not a skill
• There are so many different skills that go into making a good PR / SEO / PPC / OOH Advertiser (etc…)
• Specialist agencies are the best at what they do
• If you want SEO, go to a specialist agency
• If you want press, go to a PR company
• Make sure there is a lead agency and it is all tied up
