UPFRONTS
AVERAGE NUMBER OF ONLINE RESOURCES CHECKED BY
GOOGLE SEARCH RECEIVES 500 MILLION NEVER-BEFORE-SEEN
SEARCH QUERIES EVERY DAY. SOURCE: BLOOMBERG TV/
CNET.COM
GOOD PR FOR SEO
CONSUMERS BEFORE PURCHASE: 10.4
SOURCE: GOOGLE ZERO MOMENT OF TRUTH WHITEPAPER
has changed dramatically over the last couple years, with Google being the main driving force,” says Adam Skalak, Head of Natural Search at iCrossing.
“On one hand Google is doing a good job of eradicating old school SEO tactics and on the other increasing the importance of content’s quality, authority and popularity. This means that SEO is changing from a back- office technical discipline to one that focuses on engaging people online. “This shift creates an
The blurring of lines
between traditional disciplines is part and parcel of digital marketing. But one of the most significant areas of intersection right now is between SEO and PR. “The search landscape
interesting situation where SEO is starting to overlap with more traditional marcomms channels like PR. This opens up a real opportunity for brands who encourage their SEO and PR teams to collaborate. If PR professionals can
generate coverage that includes natural links and social shares, brands benefit not only from increased awareness but also higher visibility on Google. Two birds, one stone. SEO specialists can really add value here too by providing search data insights that will help understand and target the media channels and blogs – influencers - that are most relevant for the brand. On the other hand, SEO teams must follow PR messaging and approaches when generating coverage. Above all, brands need to clearly define who manages each influencer relationship. We use an influencer map that plots engagement and SEO scores to clearly mark out where responsibilities lie.” iCrossing
RESPECT MY AUTHORITY!
It’s been around for a
while but Google Authorship has been gaining even greater momentum during 2014. Google takes quality content seriously and future algorithm updates will pay even closer attention to social signals, subject authority, co-citations and brand searches.
“This is Google looking for
real-world signals that you’re a genuine, useful brand,” says Gareth Morgan, MD at SEO specialists Liberty Marketing. He stresses the importance of tagging content with Google+ profiles, particularly if your brand has prominent spokespeople or bloggers. As Google’s own Eric Schmidt has said, “Information tied to verified online profiles will be ranked higher.” Search engines are also
ON A TYPICAL DAY MILLENNIAL CONSUMERS SHARE AN AVERAGE OF SIX PIECES OF CONTENT
VIA SOCIAL MEDIA AND FIVE VIA EMAIL. SOURCE:
SDL.COM/FIVETRUTHS-CONTENT
becoming much more socially aware, says Morgan. Specifically, Google is looking for those positive signals: how people respond or interact with your content. “Retweets, ‘Likes’ and +1s are real-world endorsements that you’re doing something right. That’s worth a lot more to Google than how many links you have pointing to your website.” Google and Bing are both using these sorts of ranking calculations. It’s a small part of the algorithm at the moment but, says Morgan, “they’ll be taking this a lot more seriously in the future.”
7 issue 21 july 2014
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