SEOs are too dramatic, we need to calm down!
SEO is a broad church
Certain things have changed in last 5 years but constants remain.
Black hat has just become very black!
SEO is weakened when:
- Undersold
- Missold
- IT and ecommerce
A bigger market opportunity. It’s not a monopoly.
Coca-Cola spending 20% of marketing budget on inbound.
What do CMOs want?
- Deliver value to empowered customers
- Foster lasting value
- Capture value, measure results
What happened to the database of intentions?
Searchers bored of same ‘vanilla’ optimised results. Shows a discovery gap.
SEO is earned media
Important to have meaningful conversations with clients through social media.
SEOs need to consider UX and UI, not just links.
Invest in:
- Good content
- Fresh content
- Fast content
- Useful content
SEO is
- Distribution
- Customer insight
- Medium
Have an SEO that makes sense to everybody.
Segment your marketing audience.
Get the client focused on what their client is doing in the buying cycle.
Martin Harrison
Works at Copify