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:
- 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.
- Good content
- Fresh content
- Fast content
- Useful content
- Customer insight
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.