Bye SEO strategy, hi organic strategy - Carmen Dominguez

in this deck, I talk about SEO has changed and we should start going beyond just the website and focus on other platforms in the organic sphere

Transcript

1. Bye SEO strategy, hi organic strategy how E-E-A-T is a revolution for the industry Carmen Dominguez Hallam @cocogainsbourg Speakerdeck.com/cvdomrod
2. SERPs are changing, SEO is Changing in/carmen-dominguez-rodriguez/ #brightonseo
3. SERPs are getting busier and busier. Rankings hold steady, but traffic drops with time. If you just track rankings, you truly are missing the big picture of your site. in/carmen-dominguez-rodriguez/ #brightonseo
4. Ranking n° 1 no longer guarantees organic performance This is the correlation between one of our client's Click Through Rate and the average position of their main pages & kws. As we can see, the coefficient of correlation is quite low (R2 number is low). That means, high rankings do not guarantee clicks in/carmen-dominguez-rodriguez/ #brightonseo
5. in/carmen-dominguez-rodriguez/ #brightonseo
6. If rolled out fully, it’s likely to reduce the organic real estate on the SERP in/carmen-dominguez-rodriguez/ #brightonseo
7. A second study conducted by BrightEdge analyzed over 1 billion queries across 9 different industries and found B2B tech to be amongst the most vulnerable. We may expect a drop in traffic in the next 12 months as SGE features are rolled out: diversifying from an over-reliance on organic search traffic would be encouraged. in/carmen-dominguez-rodriguez/ #brightonseo
8. Traffic is down But I am ranking position 1 Client You
9. Google rankings change slowly. Google search results pages change fast.
10. Relying on traditional SEO alone is no longer enough to maximise your exposure to potential customers.
11. Today, users discover information on the internet from a variety of sources. in/carmen-dominguez-rodriguez/ #brightonseo
12. Prabhakar Raghavan in/carmen-dominguez-rodriguez/ #brightonseo
14. Use your budget where your audience spends time. 22M Monthly Search Volume 107M Monthly Search Volume 223M Monthly Search Volume 28M Monthly Search Volume 4.7M Monthly Search Volume 23M Monthly Search Volume
15. Platforms such as TikTok, Pinterest and Reddit all present opportunities for additional organic reach outside of Google search. in/carmen-dominguez-rodriguez/ #brightonseo
16. Generative AI can create content. Content is faster and cheaper to create. Quantity of content grows exponentially. Trusted, authentic content becomes more important than ever. Buyers learn to tune out generic, mass produced content. AI is flooding the web with generic content. in/carmen-dominguez-rodriguez/ #brightonseo
17. Google is prioritising user-generated content. Content that you can’t 100% control. in/carmen-dominguez-rodriguez/ #brightonseo
18. So we’re operating in a world of…
19. Fast changing user behaviors in the internet
20. AI content proliferation
21. SERPs are in constant change in/carmen-dominguez-rodriguez/ #brightonseo
22. Human perspectives and thought leadership is becoming a precious marketing resource.
23. E-E-A-T is Google’s answer but it should also be yours in/carmen-dominguez-rodriguez/ #brightonseo
24. in/carmen-dominguez-rodriguez/ #brightonseo
25. • Bios • External links to relevant studies within your content • Case studies, awards, certifications • Unique content that is not already in the internet • Your author (or collaborators) social media • Schemas And more…! • Engage in forums • Share your content in social media • Collaborate with publications in your field • Be present in relevant events And more…! • Transparency on your content • Cite original content • Be clear who you are as a brand • Bring other experts on board too • Help the user, don’t oversell… • Linked to trustpilot And more…! • Reviews (date, names, stars) • Customer review from relevant users throughout the case • Fast customer service • First person blog post reviews • As covered in Publications And more…! in/carmen-dominguez-rodriguez/ #brightonseo
26. Google use entities to understand who you are and link the content to you in/carmen-dominguez-rodriguez/ #brightonseo
27. Slide from Trial Exhibit UPX0228 Clicks in/carmen-dominguez-rodriguez/ #brightonseo
28. Search engine optimisation Organic search optimisation Push your content, showcasing E-E-A-T in all platforms, helping customers discover your brand wherever they are online.
29. The process
30. Brand Organic presence What they care about Where they spend time Audience E-E-A-T AUDIT PR Social Events Content Website Organic Organic Strategy
31. in/carmen-dominguez-rodriguez/ #brightonseo
32. Triggers Exploration Evaluation Purchase DIGITAL PR Tiktok presence (Paid) Meta presence HUMAN REVIEWS TRUSTABLE BRAND AUTHORITATIVE CONTENT
33. in/carmen-dominguez-rodriguez/ #brightonseo
34. Digital PR is the act of creating external credibility, using a brand’s expertise and experience to create trustworthy PR stories that position brands as voices of authority within their sector
35. PR & Offsite brand awareness campaigns Google Search Console, branded data Offline advertising started: 17th September Offline advertising ended: 27th November • +123% in Impressions • +126% in clicks in/carmen-dominguez-rodriguez/ #brightonseo
36. https://foundationinc.co/lab/reddit-statistics/
37. Currently making 15% of the referral traffic of our clients site in/carmen-dominguez-rodriguez/ #brightonseo
38. This is yearly data taken from GSC PDP products were lacking organic performance until a set of products went viral in social media. The clicks coming improved the overall organic performance afterwards. Insight Products went viral with influencer campaign in/carmen-dominguez-rodriguez/ #brightonseo
39. E-E-A-T framework can hold your strategy together much further than just Google Search Don’t take just my word for it in/carmen-dominguez-rodriguez/ #brightonseo
40. Thanking you! Scan if you want to follow :)