SEO is beyond keywords and links. Here are future trends for the role of SEO that focuses on a customer centric, integrated marketing approach, Presented by Lee Odden, CEO of TopRank Online Marketing at OMWeek in Madrid, Spain.

1. The Future of
SEO in a Social
Content World
@LeeOdden
-­‐
@TopRank
TopRankMarke1ng.com
Image:
Shu;erstock

2. @leeodden
#omweek
Integrated:
Content
Search
Social
PR
1.2 Million Words
TopRankBlog.com
#1
Content
Marke1ng
Blog
3x

3. @leeodden
#omweek
SEO is More Than Keywords & Links
Change
is
Constant
SEO’s
Adapt

4. @leeodden
#omweek
Successful SEO is Art + Science
Why?

5. @leeodden
#omweek
90%
of all data in the world
has been created in the
last 2 years.
IBM: “Understanding Big Data”
10B
Internet connected
devices NOW
Source; ABI Research
Image: Shutterstock
©2013 WhitePaperSource Publishing• Do NOT distribute

6. @leeodden
#omweek
Ubiquitous Connectivity
Create
Consume
Publish
Interact
Transact

7. @leeodden
#omweek
Ubiquitous Interconnectivity
Image:
Duane
Forrester,
Bing

8. @leeodden
#omweek
How Can We Possibly Optimize That?
It’s
Time
for
A
Shi8
in
Thinking
That
Shi8
Has
Already
Been
Underway
for
Years

9. @leeodden
#omweek
Facts Tell,
Stories Sell

10. @leeodden
#omweek
In 1997 I began selling/making websites
Customers asked, where’s the traffic?
Image
Credit:
wallsdekstop
Started on a SEO journey

11. @leeodden
#omweek
In 2001 Our PR agency was born
We optimized to attract new business
& journalists, employees, customers
TopRankBlog.com Started 2003
Image:
Shu;erstock

12. Pontification gave way to answering
customer questions
2005: social bookmarks then Flickr,
Facebook, LinkedIn, Twitter, YouTube
Google Universal SERPs included
more digital assets

13. @leeodden
#omweek
The seeds of search, social
media and content as
tactics were planted.
And then this happened…

14. @leeodden
Hey
Facebook
&
Twi;er,
any
sugges1ons
for
kid-­‐friendly
things
to
do
in
New
York?
Bronx
Zoo
FAO
Schwartz
Metropolitan
Museum
of
Art
Yankees
Game
Subway
Helicopter
Ride
over
Manha;an
#omweek

15. @leeodden
#omweek
It
Worked!
Experience
Achieved
And
Shared

16. @leeodden
Customer Journey Madrid
#omweek

17. @leeodden
#omweek
Social Discovery – Search Validates

18. @leeodden
#omweek
Information Journey - Spain
Discover
Global:
191%
of
online
adults
use
search
engines
to
find
informa1on
on
the
web
Spain:
150%
on
social
networks
191%
of
18-­‐29
Top
socnets:
Facebook,
Tuen1,
Twi;er
Consume
Spain:
5100%
own
mobile
phone
586%
laptop
-­‐
523%
tablet
464%
of
mobile
users
access
social
networks
via
phone
543%
tablet
owners
access
social
networks
daily
352%
of
all
internet
users
in
Spain
visited
a
travel
site
in
May
2013
Act
Spain:
240%
of
travelers
are
influenced
by
travel
content
on
social
networks
250%
of
travelers
actually
base
their
planning
on
other
people
Travel
>
Tablet
&
Mobile
Op1mized
>
Social
&
UGC
1.
Pew
Global
Internet
2012
2.
ETC
Digital
Portal
2013
3.
comScore
via
eMarketer
2013
4.
comScore
MobiLens
5.
eMarketer

19. @leeodden
#omweek
Op1mize
the
Customer
Journey
PPC
Newsle;er
Social
Ads
Email
Media
consideration
Word
of
Mouth
PR
Social
Networks
Blog
Online
Ads
awareness
Community
Forum
Reviews
Website
purchase
Direct
Mail
Email
Store
Blog
retention
FAQ
Knowledge
Base
Ecommerce
Radio
TV
Print
PR
Social
Search
advocacy
Promo1ons

20. @leeodden
#omweek
BIG Changes in Search

21. @leeodden
#omweek
Optimization is Alive
Topics
Content
Media
Customer
ACract
Engage
Convert
Share
Interact
Conversion
Community

22. @leeodden
#omweek
What’s the Shift?
Stop
Lelng
Tac1cs
Determine
Your
Strategy
Start
Focusing
More
on
Crea1ng
Relevant,
Findable
and
Shareable
Content
Experiences

23. @leeodden
#omweek
Solve for Customers Across Lifecycle
awareness
interest
Hey Facebook,
I need a vacation!
Great suggestions, I’ll
check them out
(Googles vacay spots)
consideration
purchase
Thanks for the tip
@TwitterVacations
Provide resources
easy to share
Monitor & engage
Hey Facebook, I’m
trying to decide,
BeachesRUs or
SkyHighSki
Grow community
Consistent experience
Look at that, an ad
for BeachesRUs.
There’s some
interesting reviews
here, nice photos &
videos (tweets link)
advocacy
Incentivize sharing
Curate shares
Booked! I’m going to
the beach! (Update
& Tweets)
Recognize advocates

24. @leeodden
#omweek
I Wrote A Book About It

25. @leeodden
#omweek
Optimized Planning: What & Why
1.
View
Search,
Social
&
Content
from
360
Degrees
-­‐-­‐
Holis1cally
2.
Op1mize
Everywhere:
Marke1ng
&
PR,
B2B
or
B2C,
SME
or
LE
3.
Research,
Audit
&
Listen
4.
Set
Goals,
Create
a
Roadmap

26. @leeodden
#omweek
Optimized Implementation: How
Audience
&
Personas
Keyword
&
Topic
Research
Content
Plan
CreaSon
&
CuraSon
Content
OpSmizaSon
Social
Networking
PromoSon
Measure
&
Refine

27. @leeodden
#omweek
Where Does SEO Fit in the Mix?

28. @leeodden
#omweek
Blog
Posts
Tips
&
Examples
eBook
Website
Category
Email
Newsle;ers
Industry
Media
Coverage
Press
Releases
Prospect
Brand
Networking
Guide
to
B2B
Social
Social
Networking
Community
Exper1se
(Topic
-­‐
Keyword)
Contributed
Ar1cles
Guest
Posts
Topical
Survey
“2013
Topic
XYZ
Survey”
SEO
Co-­‐Created
Visual
eBook
w/
Conferences
Off
Site
Commen1ng
Topical
Resource
Lists
Speaking
at
Conferences

29. @leeodden
#omweek
What is Content Marketing?
“Content Marketing is the
planning, creation, and
amplification of brand and
customer focused narratives
that drive measurable
business outcomes.
Image:
Shu;erstock

30. @leeodden
#omweek
Content Marketing Maturity Model
Stasis
Focus:
status
quo
Sta1c
Few
resources
Ini1al
experiments
Brand
centric
Production
Focus:
quan1ty
Strategy
Process
Crea1on
“More
is
Be;er”
SEO
centric
Utility
Focus:
quality
Func1onal,
useful
Customer
focused
Refined
process
Social
centric
Storytelling Monetization
Focus:
experience
Seek
to
dominate
USP
Brand
leadership
Op1mized
buy
cycle
Integra1on
Mul1
&
Omni
Channel
Focus:
ecosystem
Marke1ng
ROI
Content
Publishing
ROI
Syndica1on
ROI
Services
ROI
Scale

31. @leeodden
#omweek
Owned
Media
Earned
Media
Paid
Media
Shared
Media

32. @leeodden
#omweek
Storytelling:
Omni-­‐Channel,
Transmedia
Source:
Gary
Hayes

33. @leeodden
#omweek
Integrated
MarkeSng
means
your
brand
is
the
best
answer
when
&
where
buyers
need
it.

34. @leeodden
#omweek
Customer Optimization
Discover
Search Keywords
Social Topics
Advertising
Publications
Events
Word of Mouth
Consume
Text, Images,
Audio, Video
Mobile, Tablet,
Computer
Formal, Funny,
Long, Short
Act
Social Share
Engage
Subscribe
Register
Inquire
Buy

35. @leeodden
#omweek
Path to Purchase
B2B
Retail
Source:
Google
Analy1cs,
Q4
2012
Source: Google Customer Journey to Online Purchase

36. @leeodden
#omweek
Action: Plan, Create, Optimize
Who are you
writing for?
Preferences
Pain Points
Behaviors
awareness
What do they
care about?
Search &
Social Data
Sources
consideration
What stories will
connect you?
Editorial
Calendar,
Repurpose
purchase
retention
Make it easy to
find & share
Social & SEO
Networking,
PR, Linking
advocacy

37. @leeodden
#omweek
Optimize For Customers
Maria:
Tech
Savvy
Mom
Buying
Cycle
Keywords
Social
Topics
Awareness
housekeeping
1ps
Time
Saving
Housekeeping,
Nap1me
Cleaning
Blog
post,
ar1cles
in
relevant
magazines
Interest
robot
cleaners,
automa1c
cleaning
What
types
of
automated
cleaners
are
there?
Demonstra1on
video
ConsideraSon
robot
cleaner
reviews
What
are
the
best
robot
cleaners?
Product
feature/benefit
list.
Comparison
to
compe1tors
Purchase
robot
,
Zrobot
how
to
buy,
Zrobot
prices
Where
can
I
buy
a
Zrobot?
Store
locator,
geo-­‐specific
store
pages,
FB
fan
pages
RetenSon
Zrobot
cleaning
1ps
How
to
get
more
uses
from
your
Zrobot
Blog
posts,
guest
posts,
video
Advocacy
Zrobot
fans,
Zrobot
accessories
Zrobot
mom
user
group
Q
and
A,
1ps
Facebook
Fan
page,
Forum,
Zrobot
Newsle;er
Maria
Mom
•
•
•
•
Customer
Pain
Points
No
1me
to
clean
5
small
children
who
spill
and
make
messes
Light
colored
carpet
Cannot
afford
a
weekly
maid
Content
Type

38. @leeodden
#omweek
Takeaways
1.
Understand
who
your
major
customer
segments
are
and
how
they
buy
–
op1mize
for
discovery,
consump1on,
ac1on
2.
Shi8
SEO
focus
to
crea1ng
content
experiences
that
are
easy
to
find
and
share
–
op1mize
performance
3.
Find
out
the
ques1ons
customers
have
during
the
buying
cycle
and
use
them
to
inspire
your
content
plan
4.
OpSmized,
Integrated
markeSng
is
“being
the
best
answer”
where
and
when
your
customers
need
it

39. @leeodden
Gracias!
PresentaSon:
h;p://slideshare.net/toprank
Free
Download
h;p://tprk.us/cmsmarts13
#omweek
Lee
Odden
lee@toprankmarke1ng.com
952
400
0190
TopRankMarkeSng.com
TopRankBlog.com
Op1mizeBook.com