June 2014 presentation around SEO to help delegates understand the value of content and content marketing to search engine optimisation today. Covers the paywall dilemma and solutions such as Google's First Click Free

1. 1
SEO: Why Content
Marketing has become so
important
Tim Aldiss
ThinkSearch
04.06.14

2. 2
Publishing & The Internet
• The digital revolution
• Search Engine Spiders
• Beyond the hyperlink
• The advent of ebooks
• ‘freemium’ and social media

3. 3
Print vs. The Web
• This session will explore how to define your
objectives, plan strategy, run operations and
use tactics to get the most out of your projects
in social media
The first revolution…

4. 4
Print vs. The Web
• This session will explore how to define your
objectives, plan strategy, run operations and
use tactics to get the most out of your projects
in social media
The second revolution…

5. 5
Print vs. The Web
• This session will explore how to define your
objectives, plan strategy, run operations and
use tactics to get the most out of your projects
in social media
The third revolution…

6. 6
The Paywall Dilemma

7. 7
The Paywall Dilemma

8. 8
The Paywall Dilemma

9. 9
The Paywall Dilemma

10. 10
The Paywall Dilemma

11. 11
The Paywall Dilemma

12. 12
Sales & Marketing
• This session will explore how to define your
objectives, plan strategy, run operations and
use tactics to get the most out of your projects
in social media
The era of the keyword…
http://ow.ly/xjpbu

13. 13
Sales & Marketing
• This session will explore how to define your
objectives, plan strategy, run operations and
use tactics to get the most out of your projects
in social media
The age of social media…

14. 14
Sales & Marketing
• This session will explore how to define your
objectives, plan strategy, run operations and
use tactics to get the most out of your projects
in social media
The Semantic Web…
Tim Berners-Lee:
The internet is a web of documents;
documents that are designed to be read,
primarily, by humans.
The Semantic Web is a web of information,
designed to be processed by machines.

15. 15
Sales & Marketing
Home
Category Category
Sub
category
Sub
category
Sub-sub Sub-sub
Article
News
Category
Shipping
News
Sub category
Container
News
Sub-sub
Container
Tracking
Article on
container
tracking
Link Equity
Link Equity Theme
Theme
Relevancy & Optimisation

16. 16
Buy
offline
Buy
online
+ad revenue
Free
online
+ad revenue
Buy
offline
Free
online
+ad revenue
Buy
online
Sales & Marketing

17. 17
Buy
offline
Buy online
+ad revenue
Buy online
+ad revenue +
more customers
Sales & Marketing

18. 18
Social Media for Marketing
1) Unlock everything
2) Write twice
3) User detection
4) Publish expiring content

19. 19
Social Media for Marketing
First Click Free
- cookie-based
- controls number of free views
- allows full indexation of articles
- affords search engines relevance
- maximises value of print

20. 20
The Content Marketing Opportunity

21. 21
The Content Marketing Opportunity
Advertising
Email
SEO
Print
Sales
PR
Branding
Social
media

22. 22
The Content Marketing Opportunity
Advertising
Email
SEO
Print
Sales
PR
Branding
Social
media

23. 23
The Content Marketing Opportunity
Advertising
Email
SEO
Print
Sales
PR
Branding
Social
media

24. 24
ibmblr.tumblr.com
Advertising
Email
SEO
Print
Sales
PR
Branding
Social
media

25. 25
The Content Marketing Opportunity
Advertising
Email
SEO
Print
Sales
PR
Branding
Social
media

26. 26
The Content Marketing Opportunity
Advertising
Email
SEO
Print
Sales
PR
Branding
Social
media

27. 27

28. 28
Panda update

29. 29
Panda update
Penguin update

30. 30
Panda update
Penguin update
Hummingbird algorithm

31. 31

32. 32

33. 33
Thank you
Tim Aldiss
SEO & SM Consultant
tim.aldiss@thinksearch.co.uk