2. WEBINAR Transform Your SEO Strategy
Collin Colburn, Researcher
March 21, Call in at 10:55 a.m. Eastern time

4. What does it mean to transform?
Image source: Google Search (

5. Additive improvements can improve organic visibility.

6. Agenda
Why is your current approach not enough?
How do you evolve to discovery marketing?
What tactics should you add?

7. Agenda
Why is your current approach not enough?
How do you evolve to discovery marketing?
What tactics can you add?

8. Empowered customers are shaping corporate strategies.
Institutions
Customers
Information
Price
Location
Technology
Source: “Winning In The Age Of The Customer” Forrester report

9. Image source: WordPress (http://www.wordpress.com)

10. Search has evolved into discovery marketing.
Users have multimedia and multi-device habits.
Marketers diversify digital budgets to enable discovery.
Image source: Clipart Panda (

11. Searchers use many sources to find.
25%
16%
13%
Image source: Pinterest ( and Meijer mobile app

12. Google catalogs more than just websites.
Image source: Google Search (

13. Mobile searches now dominate.
>50% of searches
2 billion
Image source:

14. Local connects customers to small and national businesses.
Image source: Mel Hill ( and Bright (

15. Marketers lack the data to understand SEO’s impact.
Image source: Google Webmaster Tools; Google Analytics ( Search Engine Journal (

16. Agenda
Why is your current approach not enough?
How do you evolve to discovery marketing?
What tactics can you add?

17. Use Forrester’s WHO framework to evolve to discovery marketing.
Source: “Brief: What's New With SEO?” Forrester report

18. Use Forrester’s WHO framework to evolve to discovery marketing
Source: “Brief: What's New With SEO?” Forrester report

19. Use Forrester’s WHO framework to evolve to discovery marketing
Source: “Brief: What's New With SEO?” Forrester report

20. Agenda
Why is your current approach not enough?
How do you evolve to discovery marketing?
What tactics can you add?

21. Design for mobile users.
Image source: Google’s mobile friendly testing tool (

22. Keep location data accurate.
15 man hours for one landing page
Name, address, and phone number
Image source: Which? Conversation (

23. Increase content assets.
Image source: Google Search (
Image source: Google Search (

24. Maintain a strong foundation.
Site navigation
Structured data markup
Link building

25. In summary:
Your current SEO strategy cannot keep up with consumer and search engine changes.
Use Forrester’s WHO framework to lay a foundation for a stronger strategy.
Apply new best practices to increase organic visibility today.

26. Collin Colburn

27. MARKETING 2016
Forum For Marketing Leaders • April 26 –27, 2016 • New York Hilton Midtown • New York
As digital technologies empower independence and fragment attention, modern marketing teams must deepen their understanding of their rapidly evolving digital customers.
Marketing professionals will learn how to master available options for technologies, agencies, and suppliers in today’s complex marketing ecosystems and orchestrate powerful marketing campaigns and tactics across multiple channels and platforms.