SEO as the Backbone of Digital Marketing

In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.

4. DO YOU KNOW ANY OF THESE BRANDS?

5. Our website doesn’t
show up in Google,
Leave it
with me, my dear IT
Manager, I call an
SEO Agency
Felipe Bazon
BACK IN THE DAYS …

6. We need an SEO Agency!
Felipe Bazon

7. “THE FIRST STEP TOWARDS
INTEGRATING SEO INTO GLOBAL
MARKETING STRATEGIES IS TO
SPEAK THE LANGUAGE OF
C-LEVELS.”

8. Felipe Bazon
source: https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
"The root cause of failure in most digital marketing campaigns is
not the lack of creativity in the banner ad or TV spot or the
sexiness of the website. It is not even (often) the people involved.
It is quite simply the lack of structured thinking about what the
real purpose of the campaign is and a lack of an objective set of
measures with which to identify success or failure.”
- Avinash Kaushik

9. Felipe Bazon

10. SEMRUSH SUMMER JAM HELSINKI EDITION
Felipe Bazon

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source: https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

12. MARKETING AND MEASUREMENT MODEL BY AVINASH KAUSHIK
@SeoBazon
1. OBJECTIVE
2. GOAL
3. KPIS
4. TARGETS
5. SEGMENTATION
source: https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

13. Felipe Bazon

14. APPLYING THE MARKETING &
MEASUREMENT MODEL TO SEO
PROJECTS.
Felipe Bazon

15. 5 SIMPLE STEPS
1. Define Business Goals
2. Define Strategies
3. Define KPIs
4. Define Tactics
5. Define Metrics
Felipe Bazon

16. MARKETING & MEASUREMENT MODEL APPLIED TO SEO
Felipe Bazon

17. EXECUTIVE SUMMARY OF THE SEO STRATEGIC PLAN
Felipe Bazon

18. C-LEVELS HAVE A VERY
SHORT ATTENTION SPAN AND
UNDERSTAND THE LANGUAGE
OF NUMBERS VERY WELL.
Felipe Bazon

19. ORGANIC GROWTH FORECAST: SEO PROJECT’S BREAKEVEN AND ROI
Felipe Bazon DOWNLOAD THE OGF

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source: https://www.fool.com/investing/2024/01/13/morgan-housel-on-economic-forecasts-resolutions-an/

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22. C-LEVELS HAVE A VERY
SHORT ATTENTION SPAN, SO
MAKE SURE TO SUMMARIZE
AS MUCH AS POSSIBLE.
Felipe Bazon

23. Felipe Bazon
SEO WORKFLOW
Audit
Code
On-page
UX
&
Accessibility
Discovery, analysis and learning stage Project Planning
Execution
Strategic Plan
Tactical Plan
Content
Popularity
&
Authority
Monitoring
&
Reporting

24. PROJECT SCHEDULE
Felipe Bazon

25. “FORGET EVERYTHING YOU KNOW ABOUT THE MARKETING FUNNEL. TODAY, PEOPLE
ARE NO LONGER FOLLOWING A LINEAR PATH FROM AWARENESS TO CONSIDERATION
TO PURCHASE. THEY ARE NARROWING AND BROADENING THEIR CONSIDERATION SET
IN UNIQUE AND UNPREDICTABLE (UNEXPECTED) MOMENTS. PEOPLE TURN TO THEIR
DEVICES TO GET IMMEDIATE ANSWERS. AND EVERY TIME THEY DO, THEY ARE
EXPRESSING INTENT AND RESHAPING THE TRADITIONAL MARKETING FUNNEL ALONG
THE WAY.”
SOURCE: HTTPS://WWW.THINKWITHGOOGLE.COM/FEATURE/SEARCH-INTENT-MARKETING-FUNNEL/
Felipe Bazon

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THE NEW BUYER’S JOURNEY
source: https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision-making/

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A.K.A THE MESSY MIDDLE
source: https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision-making/

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32. INTENT
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33. SEARCH INTENT
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40. UNDERSTANDING CONSUMER
INTENT BASED ON GOOGLE
SEARCH RESULTS.
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46. ONDE ENCONTRAR IDEIAS …

47. OPTIMISE FOR USERS AND
CONVERSIONS AND BE
REWARDED BY GOOGLE.
Felipe Bazon

48. Conversion Index
C = 4m + 3v + 2(i-f) - 2a
Conversion Index analysis is based on the well-known Conversion Sequence
heuristic. This empirically derived framework brings  structure and clarity to
analysis of the conversion process and directs the focus and prioritization for
optimization energy. 
Source: Marketing Experiments
Felipe Bazon

49. Conversion Index
C = 4m + 3v + 2(i-f) - 2a
c = Conversion
m = Motivation
v = Value Proposition
i = Call to Action
f = Presence of Friction
a = Anxiety
Felipe Bazon

50. Conversion Index:
Practical Example
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51. 4M - MOTIVATION
Users interested in buying a
reusable coffee cup.
Felipe Bazon

52. 4M - MOTIVATION
Source: Semrush
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53. 4M - MOTIVATION
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54. 3V - VALEU PROPOSITION
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55. 2(i-f) - INCENTIVE TO TAKE ACTION - PRESENCE OF FRICTION
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56. 2(i-f) - INCENTIVE TO TAKE ACTION - PRESENCE OF FRICTION
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57. -2A - REDUCING ANXIETY
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58. Visibility is on the Rise …
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59. “TO GAIN C-LEVEL ATTENTION,
DROP THE SEO JARGON.”

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Link Building

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Digital PR

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65. SEO HELPS BUILD BRAND
AWARENESS, REPUTATION
AND, OFF COURSE, SALES.
Felipe Bazon

66. @felipe09

67. @felipe09

68. @felipe09

69. SEO AS AN INTEGRAL PART
OF GLOBAL MARKETING
CAMPAIGNS.
Felipe Bazon

70. @HedgehogDigita1

71. SOURCE: HTTPS://ADAGE.COM/CREATIVITY/WORK/TAGWORDS/54747
Felipe Bazon

72. MAXIMISE ADVERTISING
INVESTMENT WITH SEO.
Felipe Bazon

73. @HedgehogDigita1

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source: https://pt.semrush.com/company/stories/hedgehog/

76. Exponential Growth to Weight Watchers Blog
The Challenge
Increase the number of subscribers to the weight loss programme
Our Solution
During the audit, we found that the number of transactional
keywords was quite limited. Through strategic planning, we
decided to focus on increasing the blog's audience and directing
this traffic into the sales funnel.
All content produced by our specialists was then reviewed by the
programme's nutritionists and doctors before being published.
The Results
Since the project started in April 2019:
+246% in organic traffic. From 78,000 to 270,000 visits
+235% in organic visibility. From 14,000 keywords to 47,000
keywords
First position for “Programa de Emagrecimento
Felipe Bazon

77. CASE: SEO for Startups (HealthTech)
The Challenge
Increase qualified organic traffic and consequently app
downloads, as well as the scheduling of home vaccinations and
exams.
Our Solution
Audit and Strategic Planning and End-to-End SEO Consultancy.
The entire execution of the project is the responsibility of the SEO
Squad managing the account, from performance optimisations to
backlink acquisitions.
The Results
Current Data
1,200,000 organic visits per month
66,390 ranked keywords, of which 3,698 are in the top 3
First position for “Flu Symptoms"
Source: SEMRUSH
Felipe Bazon

79. “AND THAT IS WHY:
SEO IS THE BACKBONE
OF DIGITAL MARKETING.”

80. OBRIGADO!
Felipe Bazon
@Felipe_Bazon
@Felipe_Bazon
BR.hedgehogdigital.co.uk/