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Content Marketing: Success by Design by Eric Enge - #SEJSummit New York City

Content Marketing: Success by Design by Eric Enge - #SEJSummit New York City

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Content Marketing: Success by Design by Eric Enge - #SEJSummit New York City

  1. 1. #SEJSummit #Searchmetrics @stonetemple Who am I? 1984 World Champion – Goalie War
  2. 2. “If you don’t define a quantitative way for content marketing to drive your goals, you are wasting your money.” #SEJSummit #Searchmetrics @stonetemple
  3. 3. Build Your Reputation Grow Your Audience Grow Visibility Oh Yes, Let’s Get Some Links, Too! #SEJSummit #Searchmetrics @stonetemple
  4. 4. On Your Site 1 Site Reputation Build Audience Direct Links to Site This Got a Link From the Wall Street Journal #SEJSummit #Searchmetrics @stonetemple
  5. 5. 4500+ Social Shares Quality Content Can Draw Large Amounts of Shares Lots of Links Too #SEJSummit #Searchmetrics @stonetemple
  6. 6. Build Reputation Grow Visibility Exposure to 3rd Party Audience On 3rd Party Site2 #SEJSummit #Searchmetrics @stonetemple
  7. 7. 3rd Party Sites Expose You to Other People’s Audiences 1 2 3 #SEJSummit #Searchmetrics @stonetemple
  8. 8. Hubspot Guest Post Including a Link to Stone Temple Site #SEJSummit #Searchmetrics @stonetemple
  9. 9. 2900+ Social Shares High Quality Content on 3rd Party Sites Can Drive Big Visibility Results #SEJSummit #Searchmetrics @stonetemple
  10. 10. 563 Social Shares Over 40,000 Views Example B2B IT Services Client #SEJSummit #Searchmetrics @stonetemple
  11. 11. Got Some Links Too #SEJSummit #Searchmetrics @stonetemple
  12. 12. Use Analytics What’s Delivering Traffic Already? #SEJSummit #Searchmetrics @stonetemple
  13. 13. Current Ranking Data What Terms are Close to Money? #SEJSummit #Searchmetrics @stonetemple
  14. 14. #7 #6 #5 #8 Who is Ahead of You in the SERPS? Your Site #SEJSummit #Searchmetrics @stonetemple
  15. 15. Pull Basic Data on Competition Was Ranking in the #7 Slot #SEJSummit #Searchmetrics @stonetemple
  16. 16. Pull Basic Data on Competition Was Ranking in the #6 Slot #SEJSummit #Searchmetrics @stonetemple
  17. 17. Was Ranking in the #5 Slot Pull Basic Data on Competition #SEJSummit #Searchmetrics @stonetemple
  18. 18. Use More Than One Tool We Use: • Open Site Explorer • Majestic SEO • ahrefs #SEJSummit #Searchmetrics @stonetemple
  19. 19. Tabulate Data to Get the Basic Story Them You #SEJSummit #Searchmetrics @stonetemple
  20. 20. Figure Out Which Links are Driving Their Rankings for Each Page #SEJSummit #Searchmetrics @stonetemple
  21. 21. Tabulate This to Get the Overall Picture #SEJSummit #Searchmetrics @stonetemple
  22. 22. What Would Explain This Result Being Here? #SEJSummit #Searchmetrics @stonetemple
  23. 23. 1. Superior Content 2. Query Deserves Diversity 3. Spammy Link Building If High Authority Links Aren’t the Reason, Then What Is? #SEJSummit #Searchmetrics @stonetemple
  24. 24. On-Page SEO • Adjust on-page to tune user experience Supporting Content • Integrate into user interface to enhance page value Links • Add 20 Links: DA 90+ - 3 DA 80+ - 4 DA 70+ - 7 Sample Recipe to Get Into Top 5 #SEJSummit #Searchmetrics @stonetemple
  25. 25. Success By Design Makes Your Plan Quantitative and Clear #SEJSummit #Searchmetrics @stonetemple
  26. 26. November 15th: Competitor Leap Frogs Over Our Client From #3 to #2 Slot in Rankings Competitor Client #SEJSummit #Searchmetrics @stonetemple
  27. 27. We Did a Detailed Analysis: It Came Down to One Killer New Link in a News Story #SEJSummit #Searchmetrics @stonetemple
  28. 28. Hey, Can You Add Our Link To Your Story? So, the Path Became Clear! #SEJSummit #Searchmetrics @stonetemple
  29. 29. Justice Prevailed! (Our Client Moved Back to the #2 Slot) #SEJSummit #Searchmetrics @stonetemple
  30. 30. #SEJSummit #Searchmetrics @stonetemple

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