Glen Conybeare/ Stickyeyes- Webit 2013
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Social signals are now an important part of search engine algorithms according to Google, but many companies still fail at SEO because of organizational barriers between departments like SEO, social media, PR, and IT. To succeed, companies need to remove these barriers by restructuring teams to be more focused on campaigns and consumer value rather than traditional departmental structures. Presenting measurable revenue figures from SEO and social media campaigns can help convince CEOs to make these organizational changes.
Glen Conybeare/ Stickyeyes- Webit 2013
- 1. IS SOCIAL THE NEW SEO? GLEN CONYBEARE CHIEF COMMERCIAL OFFICER @STICKYEYES
- 2. SEO was dead easy…
- 6. SEO is now dead ?
- 8. SEO TODAY The three pillars: 25% 50% 25% Technicals Content Authority 1. Technical work 2. Content 3. Authority Enhancement
- 9. AUTHORITY WHAT? • • • • • Earned not bought links PR Shareable content Great creative And most definitely social
- 10. “YES, SOCIAL SIGNALS ARE PART OF OUR ALGORITHM” Matt Cutts Heads of Google Web Spam team
- 11. Great News!
- 12. So why do so many companies fail?
- 13. Meet Bob
- 15. “I need a few weeks to get it round the various departments”
- 16. “IT have said they can’t do it yet/don’t want to do it”
- 17. “PR have said the idea needs to go through them/their agency”
- 18. “I need to get the social guys involved”
- 19. THE ENEMY
- 21. Your CEO
- 24. Who’s doing it SEARCH WHAT DRIVES right? VOLUME?
- 26. “We have dissolved the SEO and social media teams in their traditional form, and remoulded them to be more consumer value and campaign-centric”
- 27. “Where MSM has been most successful (from its core employees to its board) is by being very ambitious and progressive in removing organisational barriers..”
- 29. RESULTS Insurance Car Insurance Loans Cheap Car Insurance Credit Cards 60,500 550,000 200,000 135,000 90,000 2nd 1st 1st 2nd 1st
- 30. Monthly revenue from those 5 terms in the UK alone is worth circa €1,500,000
- 31. That’s the figure to share with your CEO
- 32. SUMMARY
- 33. Social isn’t the new SEO It’s just one part of it SEO success requires organisational change
- 35. BLAME THIS GUY
- 36. Thank you for your time! Stickyeyes Global Digital Marketing Experts Glen.Conybeare@Stickyeyes.com