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Success by Design: Content That Builds Both Brand and SEO by Mark Traphagen - #SEJSummit NY

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You’ve probably heard content marketing truisms like “quality over quantity.” Wondering what that actually means in practical terms? Master content marketer Mark Traphagen will share how to effectively build high-value content that is both SEO friendly and good for your brand.

Published in: Marketing
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Success by Design: Content That Builds Both Brand and SEO by Mark Traphagen - #SEJSummit NY

  1. 1. SUCCESS BY DESIGN CONTENT THAT BUILDS BOTH BRAND AND SEO Mark Traphagen #SEJSummit @marktraphagen
  2. 2. Mark Traphagen SR. DIRECTOR OF MARKETING Stone Temple Consulting
  3. 3. PERFORMANCE-DRIVEN DIGITAL MARKETING AGENCY Where GEEKY meets CREATIVE Reliable, Passionate, Trustworthy Helping leading brands:  Expand reach to new audiences  Optimize market opportunities  Achieve better business performance Advancing the science through INNOVATIVE RESEARCH 70+ Employees across the United States 83Clients served over past 12 months Our multi-year engagement with Stone Temple Consulting has been very profitable. They have consistently delivered tangible business results… I strongly endorse and recommend them for their great content marketing expertise, but more importantly as a true business partner. - Sean Kainec, Home Depot “ ”
  4. 4. How we averted a Christmas disaster
  5. 5. November 15th: Competitor Leap Frogs Over Our Client From #3 to #2 Slot in Rankings Competitor Client
  6. 6. We Did a Detailed Analysis: Came Down to One Killer New Link in a News Story
  7. 7. Hey, Can You Add Our Link To Your Story?
  8. 8. Justice Prevailed! Client Moved Back to the #2 Slot
  9. 9. Justice Prevailed! Client Moved Back to the #2 Slot
  10. 10. #SEJSummit #Searchmetrics @NickWilsdon Learn to Makea Good Business Case Be Interested,Open andDiplomatic SEO Can Influence ManyBusiness Areas
  11. 11. Traffic on a withering decline...
  12. 12. No clear turnaround plan
  13. 13. Recovery Plan Full Site Audit Comprehensive On Site Content Optimization Competitive Backlink Analysis World Class Content Marketing Plan
  14. 14. We Used Content Marketing to Get Links From Many Relevant Sites
  15. 15. Result: BIG TIME RANKING GROWTH
  16. 16. 1. Create Content for Listeners, Sharers & Linkers
  17. 17. 1. Create Content for Listeners, Sharers & Linkers
  18. 18. 1. Create Content for Listeners, Sharers & Linkers
  19. 19. 1. Create Content for Listeners, Sharers & LinkersNo correlation between shares and links Source: Moz and BuzzSumo
  20. 20. 1. Create Content for Listeners, Sharers & LinkersNo correlation between shares and links Uh Oh! Source: Moz and BuzzSumo
  21. 21. 1. Create Content for Listeners, Sharers & LinkersBut these have strong correlations Source: Moz and BuzzSumo
  22. 22. Opinion-forming journalism works
  23. 23. 1. Create Content for Listeners, Sharers & LinkersThese also have strong correlations Source: Moz and BuzzSumo
  24. 24. Data-driven research studies work
  25. 25. Case Study
  26. 26. 1. Create Content for Listeners, Sharers & LinkersAnd great links too!
  27. 27. 1. Create Content for Listeners, Sharers & LinkersAnd great links too!
  28. 28. This is Your Target, Right Here
  29. 29. Very Good Content is Not Good Enough Elite Content is Where You Should Focus Understand That Your Audience is Early Adopters and Innovators Create Content For Those Who Will Listen, Share and Link Part 1 Takeaways
  30. 30. 2. Create 10X Content for a 10X Brand
  31. 31. Brand Identity
  32. 32. Brand Identity Buyer Personas
  33. 33. Brand Identity Buyer Personas Content Targeting
  34. 34. Brand Identity Buyer Personas Content Targeting Social Promotion
  35. 35. Brand Identity Buyer Personas Content Targeting Social Promotion Yeah, I really love that brand too.
  36. 36. Toughest Keyword for your competitors to beat. Ever.
  37. 37. Create 10X Content for a 10X Brand Realize DM Is an Ecosystem Build Content Streams from Brand Identity and Customer Personas Unify Brand Message Across All Channels Part 2 Takeaways
  38. 38. 3. Create Content with Strategic Links
  39. 39. Current Ranking Data What Terms are Close to Money?
  40. 40. Success by Design: What will it take to move above competition?
  41. 41. Pull Data on Competitor Link Profiles Ranking in the #7 Slot
  42. 42. Who is Ahead of You in the SERPS? Your Site #5 #6 #7 #8
  43. 43. Majestic SEO Open Site Explorer ahrefs Google Search Console BackLink Profiler • Builds Master List Of Links • Dedupes the List • Prioritizes Targets • Run on Your Site • Run on Competitors • Results Inform Campaigns Integrate Data From Multiple Sources Proprietary STC Tool
  44. 44. Pull the Detailed Link Data for the Ranking Page for Each Competitor
  45. 45. Figure Out Which Links are Driving Their Rankings for Each Page
  46. 46. Tabulate This to Get the Overall Picture
  47. 47. What Would Explain This Result Being Here?
  48. 48. If High Authority Links Aren’t the Reason, Then What Is? 1. Superior Content 2. Query Deserves Diversity 3. Undetected Spammy Link Building ç
  49. 49. If High Authority Links Aren’t the Reason, Then What Is? 1. Superior Content 2. Query Deserves Diversity 3. Undetected Spammy Link Building ç
  50. 50. If High Authority Links Aren’t the Reason, Then What Is? 1. Superior Content 2. Query Deserves Diversity 3. Undetected Spammy Link Building
  51. 51. Sample Recipe to Get Into Top 5
  52. 52. Design and Pitch Content Strategically
  53. 53. Success By Design Makes Your Plan Quantitative and Clear
  54. 54. Case Study
  55. 55. 300% Traffic Increase May-Aug 2016
  56. 56. 300% Traffic Increase May-Aug 2016 • #3 “nepal travel expert • #5 “manaslu treck” • #1 “nepal short trecks
  57. 57. Content Marketing Must Meet Goals By Design Identify Achievable Money Targets Use Link Analysis to Design Link Placement Strategy Be Opportunistic! Part 3 Takeaways
  58. 58. #SEJSummit #Searchmetrics @NickWilsdon Learn to Makea Good Business Case Be Interested,Open andDiplomatic SEO Can Influence ManyBusiness Areas

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