This is the slide deck from the presentation I gave on 7 Feb 2013 with Dave Trott at Ogilvy Lab London. It illustrates how in a rapidly evolving search landscape, search marketers need to embrace "Predatory Thinking" to outrank the competition. The best case studies of predatory thinking involve clever content marketing strategies where brands have become content providers not content interrupters.

1. “Using Predatory Thinking To
Outsmart The Competition”
With Dave Trott & Jonathan Saipe
7 February 2013
© Emarketeers 2013

2. About me
http://www.linkedin.com/in/jonathansaipe
http://twitter.com/jonathansaipe
jsaipe@emarketeers.com

3. HOW MANY CHANGES DOES
GOOGLE MAKE TO ITS
ALGORITHM EVERY MONTH?
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4. Page
Source: http://insidesearch.blogspot.co.uk/search/label/search%20quality

5. Florida Update – 2003

6. Panda Update – 2011+

7. Even the big boys can’t hide....
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8. Penguin Update – 2012+

9. Social Search – 2012+
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10. Human behaviour is also in a state of flux
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*Source: Google Engage 2012

11. Why don’t we rank
for the search term
“cars”?

12. SO, HOW DO WE REMAIN
COMPETITIVE IN SEARCH?
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13. Education helps….
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14. So does Predatory Thinking
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15. Tackling the problem head on won’t help!
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16. Enter content marketing...
“Content Marketing
Is the Only Marketing
That’s Left”
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17. Matt Cutts suggests the same thing with “link bait”
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18. Create worthy content and people will follow
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19. WEB 1.0
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20. Page

21. Companies are becoming content providers not content interrupters
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23. When do people search for mountain bikes in the UK?
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24. What about in Australia?
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25. The Google job experiment with Alec Brownstein
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26. The Google job experiment with Alec Brownstein
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27. Dynamic keyword insertion. Maybe not so clever?
Cognitive overload!?
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29. What’s so unique about you?
TF x IDF – Term Frequency x Inverse Document Frequency
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*Courtesy of SEOmoz

30. “Google Bombing”. Predatory Thinking?
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31. Infographics
“If I give higher weight
to natural links, the
results will be even
better!”
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32. Influencer marketing
AKA “Ego Bait”
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33. Key Take-Aways
• Predatory Thinking works on many levels
• In the past search marketers were too fixated on connecting
dots
• Google is now really challenging us to make a difference
• In a competitive environment try to think around a problem
• Don’t always try to tackle Google or the competition head on
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34. Predatory Thinking
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35. Thank you!
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