Grown up SEO Thinking outside the search box

Grown up SEO Thinking outside the search box Grown up SEO: Thinking outside the search box @jonoalderson

Jono Alderson Head of Insight @ Linkdex @jonoalderson Technical SEO + analytics geek Closet web developer Grown up SEO: Thinking outside the search box @jonoalderson

“Everything you know about SEO is lies-to-children. ” Grown up SEO: Thinking outside the search box @jonoalderson

Grown up SEO: Thinking outside the search box @jonoalderson

*What’s this got to do with SEO? Grown up SEO: Thinking outside the search box @jonoalderson

Your success in 2015 and beyond depends on how you think *Disparity in understanding, capability, focus Grown up SEO: Thinking outside the search box @jonoalderson

The first thing you learn. . . Grown up SEO: Thinking outside the search box @jonoalderson

12 billion searches per month Grown up SEO: Thinking outside the search box @jonoalderson

Grown up SEO: Thinking outside the search box @jonoalderson

34. 7% 17. 5% 10. 3% 6. 7% 4. 7% Grown up SEO: Thinking outside the search box @jonoalderson

Grown up SEO: Thinking outside the search box @jonoalderson

This creates reactive cultures 1. Everybody’s chasing rankings for the same keywords 2. Teams are KPI’d on the wrong behaviour; bad experiences all round 3. All strategies, agencies, and priorities are transient and driven by fear Grown up SEO: Thinking outside the search box @jonoalderson

The second thing you learn. . . Grown up SEO: Thinking outside the search box @jonoalderson

Grown up SEO: Thinking outside the search box @jonoalderson

Not all searches have commercial intent (and that’s fine) “cheapest panasonic 32 inch tv” “best new lcd tv” “lcd vs plasma tv guide” “fuzzy sound on TV” Grown up SEO: Thinking outside the search box @jonoalderson

This positions content marketing and inbound marketing as powerful strategies Grown up SEO: Thinking outside the search box @jonoalderson

To make this manageable, you need to engage with (lots of) different need groups Grown up SEO: Thinking outside the search box @jonoalderson

Can we infer need group from language? “best lcd tv” vs “compare cheap 32 inch tvs” Grown up SEO: Thinking outside the search box @jonoalderson

Grown up SEO: Thinking outside the search box @jonoalderson

Consideration/ Awareness 36 k Evaluation 24 k 52 k High Purchase Intent 32 k 64 k Grown up SEO: Thinking outside the search box 93 k @jonoalderson

Your SEO team can’t do this alone ● Retailer & brands miss out to publishers on hearts and minds ● Where does responsibility start or stop? ● Success is user experience; is brand; is product, service, culture Grown up SEO: Thinking outside the search box @jonoalderson

The last thing you learn. . . Grown up SEO: Thinking outside the search box @jonoalderson

Grown up SEO: Thinking outside the search box @jonoalderson

Me Partners / affiliates Bad review? Grown up SEO: Thinking outside the search box @jonoalderson

Grown up SEO: Thinking outside the search box @jonoalderson

You win by controlling the ecosystem and what searchers are exposed to Grown up SEO: Thinking outside the search box @jonoalderson

Publishers People Pages Who is the most visible? What’s the impact? What do they say, or think? Right the way through the funnel. . . Grown up SEO: Thinking outside the search box @jonoalderson

(This is not a Linkdex pitch!) Grown up SEO: Thinking outside the search box @jonoalderson

Top Publishers for Small Business Finance in the US Domain Est. Traffic Est. Media Value % of Total Media Val businessnewsdaily. com 791 $24. 3 K 23. 6% entrepreneur. com 401 $9. 38 K 9. 1% sba. gov 332 $10. 1 K 9. 8% bankofamerica. com 237 $2. 77 K 2. 7% wellsfargo. com 209 $2. 65 K 2. 6% inc. com 163 $3. 55 K 3. 5% businessfinancing. org 158 $4. 95 K 4. 8% en. wikipedia. org 128 $2. 28 K 2. 2% forbes. com 125 $4. 05 K 3. 9% Grown up SEO: Thinking outside the search box @jonoalderson

Grown up SEO: Thinking outside the search box @jonoalderson

Brand Kabbage Search Volume 14, 369 On. Deck 12, 097 Media Value $110, 763 $112, 136 National Funding 3, 467 $15, 534 Balboa Capital 3, 102 $6, 738 Capital Source 2, 840 $23, 997 Opportunity Fund 1, 143 $18, 687 Merchant Cash & Capital 903 $9, 607 Ameri. Merchant 852 $18, 648 Forward. Line 761 $6, 300 Advantage Capital Funds 695 $4, 226 Grown up SEO: Thinking outside the search box Sentiment Towards Brand @jonoalderson

This integrates with other channels Create demand with above-the-line. Use paid media to fill gaps throughout the buying cycle. Use partners & affiliates to be where you Grown up SEO: Thinking outside the search box can’t @jonoalderson

Is SEO dead? Grown up SEO: Thinking outside the search box @jonoalderson

Nope. People search. Regardless of the mechanic Grown up SEO: Thinking outside the search box @jonoalderson

“I’m not the expert” For all considered purchases. Manage how the user becomes an expert. Grown up SEO: Thinking outside the search box @jonoalderson

Number of keywords 50 Grown up SEO: Thinking outside the search box 50, 00 0 @jonoalderson

Number of sites optimised mine Grown up SEO: Thinking outside the search box hundreds @jonoalderson

What if. . . Grown up SEO: Thinking outside the search box @jonoalderson

What if. . . Changing where you advertise? Changing how you advertise? Grown up SEO: Thinking outside the search box @jonoalderson

What if. . . Buying native advertising on a bad review, on somebody else’s site? Grown up SEO: Thinking outside the search box @jonoalderson

What if. . . Running a promotional campaign to an author you’ve never met? Grown up SEO: Thinking outside the search box @jonoalderson

People don’t do this because their data is too shallow You’ve got to see it all, to see the opportunities You’ve got to categorise it all to make it manageable Grown up SEO: Thinking outside the search box @jonoalderson

This is business intelligence and sophisticated marketing. . . which gets budget, buy-in, and success Grown up SEO: Thinking outside the search box @jonoalderson