Slide 1

Slide 1 text

SEO strategy is dead: Why you need an Organic strategy instead Carmen Dominguez 
 Hallam @cocogainsbourg Speakerdeck.com/cvdomrod

Slide 2

Slide 2 text

SERPs are changing, SEO is Changing in/carmen-dominguez-rodriguez/

Slide 3

Slide 3 text

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/

Slide 4

Slide 4 text

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/

Slide 5

Slide 5 text

in/carmen-dominguez-rodriguez/

Slide 6

Slide 6 text

in/carmen-dominguez-rodriguez/

Slide 7

Slide 7 text

Google rankings change slowly. Google search results pages change fast.

Slide 8

Slide 8 text

Relying on traditional SEO alone is no longer enough to maximise your exposure to potential customers.

Slide 9

Slide 9 text

Today, users discover information on the internet from a variety of sources. in/carmen-dominguez-rodriguez/

Slide 10

Slide 10 text

Prabhakar Raghavan in/carmen-dominguez-rodriguez/

Slide 11

Slide 11 text

No content

Slide 12

Slide 12 text

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

Slide 13

Slide 13 text

Platforms such as TikTok, Pinterest and Reddit all present opportunities for additional organic reach outside of Google search. in/carmen-dominguez-rodriguez/

Slide 14

Slide 14 text

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/

Slide 15

Slide 15 text

Google is prioritising user- generated content. Content that you can’t 100% control. in/carmen-dominguez-rodriguez/

Slide 16

Slide 16 text

So we’re operating in a world of…

Slide 17

Slide 17 text

Fast changing user behaviors in the internet

Slide 18

Slide 18 text

AI content proliferation

Slide 19

Slide 19 text

SERPs are in constant change in/carmen-dominguez-rodriguez/ #brightonseo

Slide 20

Slide 20 text

Human perspectives and thought leadership is becoming a precious marketing resource.

Slide 21

Slide 21 text

E-E-A-T is Google’s answer but it should also be yours in/carmen-dominguez-rodriguez/

Slide 22

Slide 22 text

in/carmen-dominguez-rodriguez/

Slide 23

Slide 23 text

● 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/

Slide 24

Slide 24 text

Google use entities to understand who you are and link the content to you in/carmen-dominguez-rodriguez/

Slide 25

Slide 25 text

Slide from Trial Exhibit UPX0228 Clicks in/carmen-dominguez-rodriguez/

Slide 26

Slide 26 text

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.

Slide 27

Slide 27 text

The process

Slide 28

Slide 28 text

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

Slide 29

Slide 29 text

in/carmen-dominguez-rodriguez/ #brightonseo

Slide 30

Slide 30 text

Triggers Exploration Evaluation Purchase DIGITAL PR Tiktok presence (Paid) Meta presence HUMAN REVIEWS TRUSTABLE BRAND AUTHORITATIVE CONTENT

Slide 31

Slide 31 text

in/carmen-dominguez-rodriguez/ #brightonseo

Slide 32

Slide 32 text

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

Slide 33

Slide 33 text

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

Slide 34

Slide 34 text

https://foundationinc.co/lab/reddit-statistics/

Slide 35

Slide 35 text

Currently making 15% of the referral traffic of our clients site in/carmen-dominguez-rodriguez/ #brightonseo

Slide 36

Slide 36 text

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

Slide 37

Slide 37 text

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/

Slide 38

Slide 38 text

Thanking you! Scan if you want to follow :)