How to Get SEO ROI From Content Marketing

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Learn how to measure SEO ROI from content marketing, while also getting tips on how to improve performance and increase your profits. I also detail the 8 most common reasons I see companies not accomplish their SEO goals with content marketing.

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  • How to Get SEO ROI From Content Marketing

    1. 1. How to Get SEO ROI From Content Marketing Ross Hudgens, Founder, Siege Media @RossHudgens http://siegemedia.com
    2. 2. For some companies, content marketing isn’t working. @ROSSHUDGENS
    3. 3. @ROSSHUDGENS The dream of posting once a day came and went, with only empty pockets to show for it.
    4. 4. @ROSSHUDGENS Getting search ROI from content marketing is more than just saying “Let’s Write Blog Posts!’
    5. 5. It takes accurate measurement of SEO potential, and a consistent effort to improve every time out.
    6. 6. And yes, links still matter. You just have to get them the right way.
    7. 7. @ROSSHUDGENS HOW TO MEASURE SEO OPPORTUNITY
    8. 8. WARNING THIS IS AN SEO-FOCUSED ANALYSIS. THERE ARE MANY MEASURABLE CONTENT MARKETING BENEFITS, BUT THIS DECK WILL ANALYZE ROI FROM SEO PRIMARILY.
    9. 9. Calculate the SEO revenue potential of a strong vertical position using competitor SE traffic price. http://www.semrush.com/info/retailmenot.com?db=us
    10. 10. If necessary, make financial adjustments based on business model differences that may make you unlikely to rank for something, or make less revenue. If your coupon site was male focused, you wouldn’t target Bath and Body Works. @ROSSHUDGENS
    11. 11. Identify the average authority/link #s of three or more well ranking sites in your industry.
    12. 12. Assess link velocity to determine a future expected authority value for your competitors. https://majesticseo.com/reports/compare-domain-backlink-history
    13. 13. Using that data, calculate the reasonable number of links/authority you will need in the future. Approximate LRDs Needed For High-Ranking Positions Approximate DA Needed for High Ranking Positions @ROSSHUDGENS 2240 71
    14. 14. Start building content and/or look back at content you’ve built, and identify the average cost per link (CPL) for your business. Avg. Content Development Cost: Avg. # Links Generated: Avg. Cost Per Link (CPL): @ROSSHUDGENS 8 $2500 $312.50
    15. 15. Also determine what link acquisition velocity is possible for your business, and how that might modify average CPL. Expected Links/Mo. Monthly Overhead CPL Adjustment New Realized CPL @ROSSHUDGENS 64 +$8850 $401
    16. 16. Use your CPL to identify the approximate cost it will take to rank well in your industry from an authority perspective. $401 CPL X 2240 (Linking Root Domains) $898,240 Expected Link Cost (ELC) @ROSSHUDGENS
    17. 17. Calculate the sunk costs of developing great landing pages/product/etc that will be the best result on your SERPs. This will overlap with link acquisition costs, sometimes significantly. @ROSSHUDGENS $3,000,000 Landing Page/Product Development Cost
    18. 18. Do the math to determine a reasonable expected loss before profitability from search. $3,000,000 Landing Page Development Cost $898,240 Link Development Cost $3,898,240 Total Loss Before Significant SEO Rev. @ROSSHUDGENS +
    19. 19. Once ranking well, there will also be significant SEO maintenance costs to consider that will eat into monthly profits. $875,320 Potential Monthly Revenue from SEO $56,000 SEO Maintenance Costs $819,320 Potential Monthly Revenue from SEO @ROSSHUDGENS -
    20. 20. You should also monitor the authority growth of your homepage and subpages, as well as other competitor pages. This is more difficult to do hard math on because of PA/DA utilizing a logarithmic scale. Month One Our DA: 43 Homepage PA: 56 Subpage1 PA: 24 Competitor DA: 65 Competitor HP PA: 81 Competitor Subpage: 62 Month Two Our DA: 46 Homepage PA: 59 Subpage1 PA: 25 Competitor DA: 66 Competitor HP PA: 82 Competitor Subpage: 63 http://moz.com/help/pro/campaign-setup
    21. 21. Use these calculations to create a ranking timeline for your business. @ROSSHUDGENS TIME AUTHORITY AUTHORITY GOAL
    22. 22. Also use these calculations to develop a SEO costs/revenue timeline for your business. @ROSSHUDGENS TIME $$$
    23. 23. Make calculations easier with our free ROI measurement tool and 36 page guide. @ROSSHUDGENS Get it Here: SIEGEMEDIA.COM/ROI
    24. 24. @ROSSHUDGENS STRATEGIES FOR IMPROVING PERFORMANCE
    25. 25. First, invest in great design. No. @ROSSHUDGENS
    26. 26. Next, seriously, invest in great design. No. No.
    27. 27. “IF YOU THINK GOOD DESIGN IS EXPENSIVE, YOU SHOULD LOOK AT THE COST OF BAD DESIGN.” DR. RALF SPETH, CEO JAGUAR
    28. 28. The most effective way to lower CPL is to build a marketing flywheel. @ROSSHUDGENS Content Promotion Links New Followers
    29. 29. Get more followers by setting up your Tweet button properly. http://siegemedia.com/powerful-twitter-tactic-business-blogs-arent-using
    30. 30. Proper Format POST TITLE http://url.com via @ACCOUNTNAME http://siegemedia.com/powerful-twitter-tactic-business-blogs-arent-using
    31. 31. Optimize and/or build signup hooks immediately. Use e-mail signups with design contrast.
    32. 32. Every piece of content put out without a compelling offer present on your site is a large opportunity lost.
    33. 33. Find Keyword Opportunity with Domain vs Domain Analysis http://www.semrush.com/info/domain_vs_domain/
    34. 34. LINKS AREN’T DEAD Here’s how to get better ones @ROSSHUDGENS
    35. 35. Get homepage links by building content that can be adequately described without visiting the site. 1. Images. @ROSSHUDGENS
    36. 36. http://blogs.salesforce.com/company/2013/07/email-marketing-stats.html 2. Stats.
    37. 37. 3. Quotes.
    38. 38. How to Get More Press Quotes: 1. Get on East Coast Schedule 2. Catch News as it Breaks From Europe/East Coast 3. Send Reporter News As Value-Add + Add Quote for Context 4. Get Coverage
    39. 39. Be diligent with internal linking to important pages before publishing, parts of (good) articles will frequently get copied. @ROSSHUDGENS Thanks for the link!
    40. 40. Follow Up On Coverage With Link Changes If you’re getting links to pages without much business value, putting in a change request can be a smart move. @ROSSHUDGENS
    41. 41. Best Practices for Link Change Requests 1. Promote the Coverage & @ Mention the Writer 2. Request a Change of Equal or Greater Value 3. Don’t Risk Burning a Bridge @ROSSHUDGENS 4. Reduce Friction
    42. 42. Balance content development focus between landing pages and your blog. Too many businesses focus on their blog and ignore areas that convert (and need links too). @ROSSHUDGENS
    43. 43. GREAT LANDING PAGES, GREAT PRODUCTS, AND GREAT BRANDS ALLOW YOU TO RANK BETTER WITHOUT LINKS. If you have enough links to get to #5, you have enough links to get to #1.
    44. 44. Your content should have multiple KPIs. If your main KPI is links and links only, your business probably isn’t sustainable. @ROSSHUDGENS
    45. 45. Good Example KPIs: Source: http://bit.ly/1ryEvkW @ROSSHUDGENS
    46. 46. 8 REASONS YOU WON’T GET SEO ROI FROM CONTENT MARKETING @ROSSHUDGENS
    47. 47. 1. You only have links as a content KPI.
    48. 48. 2. You don’t have links as a content KPI.
    49. 49. 3. You aren’t building a marketing flywheel.
    50. 50. 4. You don’t consider landing page costs in your projections.
    51. 51. 5. You don’t properly balance focus between landing page content and blog content.
    52. 52. 6. You miscalculate your true CPL.
    53. 53. 7. You don’t account for link attrition or future competitor authority.
    54. 54. 8. You miscalculate your ranking timeline and run out of cash before profitability.
    55. 55. 3 REASONS YOU WILL GET ROI @ROSSHUDGENS
    56. 56. 1. You have healthy respect for the numbers and how they impact SEO.
    57. 57. 2. You work hard to have a better process today than you did yesterday.
    58. 58. 3. You understand that SEO is a holistic practice, but one still worth our time and attention.
    59. 59. Still confused? Use our free tool & eBook! @ROSSHUDGENS Download URL: SIEGEMEDIA.COM/ROI
    60. 60. Image Sources: Hamster Wheel: https://www.flickr.com/photos/dansil/8187821615 / Cut Up Money: https://www.flickr.com/photos/wallyg/152453473 Jumper: http://www.skydive.tv/project/its_real/ White Out: http://www.flickriver.com/photos/tomsaint/4122029015/ Balance: https://www.flickr.com/photos/mikebaird/4414594439/ Numbers: http://www.flickr.com/photos/morebyless/9423385629/sizes/l/ Hard Work: https://www.flickr.com/photos/jdhancock/8677457200/ Links: https://www.flickr.com/photos/jenny-pics/6850508365/ Usain Bolt: http://www.businessinsider.com.au/perfect-photo-of-usain-bolt-after-losing-2013-6 @ROSSHUDGENS
    61. 61. Thank You! Questions? Ross Hudgens, Founder, Siege Media @RossHudgens http://siegemedia.com

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