SEO Strategy is dead - Figaro Digital Summit

With the rise of AI, increasing competition in and from Google, and rapid changes in user behaviour, succeeding with your digital marketing strategy is becoming more and more difficult. We can be, as an industry, overly obsessed with the short term, but Google is moving in the other direction. That's why focusing just on SEO belongs in the past, and Organic strategy is the real long-term solution to always be one step ahead of Google. And I'm going to show you how to do it.

Transcript

1. SEO strategy is dead: Why you need an Organic strategy instead Carmen Dominguez 
 Hallam @cocogainsbourg Speakerdeck.com/cvdomrod
2. SERPs are changing, SEO is Changing in/carmen-dominguez-rodriguez/
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/
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/
5. in/carmen-dominguez-rodriguez/
6. in/carmen-dominguez-rodriguez/
7. Google rankings change slowly. Google search results pages change fast.
8. Relying on traditional SEO alone is no longer enough to maximise your exposure to potential customers.
9. Today, users discover information on the internet from a variety of sources. in/carmen-dominguez-rodriguez/
10. Prabhakar Raghavan in/carmen-dominguez-rodriguez/
12. 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
13. Platforms such as TikTok, Pinterest and Reddit all present opportunities for additional organic reach outside of Google search. in/carmen-dominguez-rodriguez/
14. 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/
15. Google is prioritising user- generated content. Content that you can’t 100% control. in/carmen-dominguez-rodriguez/
16. So we’re operating in a world of…
17. Fast changing user behaviors in the internet
18. AI content proliferation
19. SERPs are in constant change in/carmen-dominguez-rodriguez/ #brightonseo
20. Human perspectives and thought leadership is becoming a precious marketing resource.
21. E-E-A-T is Google’s answer but it should also be yours in/carmen-dominguez-rodriguez/
22. in/carmen-dominguez-rodriguez/
23. • 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/
24. Google use entities to understand who you are and link the content to you in/carmen-dominguez-rodriguez/
25. Slide from Trial Exhibit UPX0228 Clicks in/carmen-dominguez-rodriguez/
26. 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.
27. The process
28. 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
29. in/carmen-dominguez-rodriguez/ #brightonseo
30. Triggers Exploration Evaluation Purchase DIGITAL PR Tiktok presence (Paid) Meta presence HUMAN REVIEWS TRUSTABLE BRAND AUTHORITATIVE CONTENT
31. in/carmen-dominguez-rodriguez/ #brightonseo
32. 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
33. 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
34. https://foundationinc.co/lab/reddit-statistics/
35. Currently making 15% of the referral traffic of our clients site in/carmen-dominguez-rodriguez/ #brightonseo
36. 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
37. 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/
38. Thanking you! Scan if you want to follow :)