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TrackMaven
Supercharging Your SEO Strategy With
TrackMaven
Spark 2016
Adam Monago
VP Product Marketing
@adammonago
Goals of the Session
Understanding of the most important
changes in modern SEO: Topics,
Quality and Brand
A workflow for SE...
TrackMaven
Search Matters
‣ Showing up at the top of search results is
critical to meet the intent of any buyer or
influen...
Common Workflows
‣ Start with your primary
keywords
‣ Put them into Google
Keyword Planner for other
suggestions
‣ Rate the...
What kind of SEO
workflow do you have
in your organization?
SEO
SEO Is Being Transformed
by 3 Major Forces
1. Topics over keywords
2.Content quality over links
3.Rising importance of “Br...
TrackMaven
Topics Over Keywords
SEO
TrackMaven
Topics Over KeywordsSEO
TrackMaven
10x Content: Quality Over Links
SEO
What is the UX like? How detailed/thorough
is each result?
Do the results p...
TrackMaven
10x Content: Quality Over Links
SEO
TrackMaven
The Weight of Your Brand
‣ Social Signals In Addition to Domain
‣ Indexing of social content
‣ Co-Occurrence
‣ ...
Putting a Shared Workflow Into Practice
Activity Which Role Owns? Key Outputs
Competitive Analysis Content
‣ Competitive Br...
Applying it in TrackMaven
Apply
Research
Brand List
Related Keywords
Analyze and Tag
Set Saved Views
Set Autotags
TrackMaven
Build and Start Tracking Your Brand
List
Your Competitors Industry Influencers 10x Content
Apply
Benchmark Brand
TrackMaven
Build Your Related Keyword List
for Your TopicApply
How do you do keyword
or topical research?
Apply
TrackMaven
Use the Content Feed to Analyze and Tag
Competitors Content for Your Topic
‣ Filter content feed using tags
ins...
TrackMaven
Save Views to Support Workflows
‣ Save views to support workflows
between the SEO, Content and Social
team membe...
TrackMaven
Monitor Ongoing Content
‣ Create an auto-tag rule using your
related keywords.
Apply
Applying it in TrackMaven
Apply
Measure
Domain Authority
External Links
Brand Mentions
TrackMaven
Regularly Monitor Domain Authority
‣ A metric that does not change
frequently, but still a leading indicator
th...
TrackMaven
Regularly Monitor External Links
‣ Links still matter for ranking.
TrackMaven provides you an easy
way to monit...
TrackMaven
Regularly Monitor Brand Mentions
‣ How are our efforts translating into
quantitative signals about our brand
he...
Applying it in TrackMaven
Apply
Research
Brand List
Related Keywords
Analyze and Tag
Set Saved Views
Set Autotags
Measure
...
LET’S TALK
VP Product Marketing
adam@trackmaven.com
Adam Monago
+1 973-202-8617
@adammonago
THANK YOU
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Supercharging Your SEO Strategy With TrackMaven

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Modern SEO has been transformed by a number of factors including topics, content quality and brand weight. Adam proposes a new workflow for SEO-Content-Social team collaboration and gives examples of how it can be supported by TrackMaven.

Published in: Marketing
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Supercharging Your SEO Strategy With TrackMaven

  1. 1. TrackMaven Supercharging Your SEO Strategy With TrackMaven Spark 2016 Adam Monago VP Product Marketing @adammonago
  2. 2. Goals of the Session Understanding of the most important changes in modern SEO: Topics, Quality and Brand A workflow for SEO-Content-Social team collaboration. Applying this workflow with TrackMaven.
  3. 3. TrackMaven Search Matters ‣ Showing up at the top of search results is critical to meet the intent of any buyer or influencer. ‣ Number of search platforms is increasing. SEO
  4. 4. Common Workflows ‣ Start with your primary keywords ‣ Put them into Google Keyword Planner for other suggestions ‣ Rate them on difficulty and search volume potential ‣ Hand to your content team to generate content ideas ‣ Measure rankings ‣ Rinse/Repeat ‣ You start by researching the content that you think is most impactful for your audience ‣ You research, write and develop the content ‣ You ask SEO to optimize the content ‣ Wait for SEO recommendations to be applied ‣ Measure rankings ‣ Rinse/Repeat OR SEO Keyword Oriented Content Oriented
  5. 5. What kind of SEO workflow do you have in your organization? SEO
  6. 6. SEO Is Being Transformed by 3 Major Forces 1. Topics over keywords 2.Content quality over links 3.Rising importance of “Brand” SEO
  7. 7. TrackMaven Topics Over Keywords SEO
  8. 8. TrackMaven Topics Over KeywordsSEO
  9. 9. TrackMaven 10x Content: Quality Over Links SEO What is the UX like? How detailed/thorough is each result? Do the results provide any new, unique information? What is missing from each? What is the quality of writing in the articles? What kind of visuals are provided?
  10. 10. TrackMaven 10x Content: Quality Over Links SEO
  11. 11. TrackMaven The Weight of Your Brand ‣ Social Signals In Addition to Domain ‣ Indexing of social content ‣ Co-Occurrence ‣ How often your brand name and key terms appear together on different domains around the web ‣ Panda patent ‣ Search engines use co-occurrence to generate similar results when, in the future, comparable queries are made without the mention of the brand SEO
  12. 12. Putting a Shared Workflow Into Practice Activity Which Role Owns? Key Outputs Competitive Analysis Content ‣ Competitive Brand List ‣ Identify key channels ‣ Inventory of the types of content people are reading and responding to Topic and Keyword Research SEO ‣ Prioritized topics for content strategy ‣ Keyword list Content Development Content ‣ Prioritized content plan ‣ Content calendar Distribution and Measurement Social ‣ Content distribution strategy ‣ Ongoing monitoring of topics and competitors for most engaging content Workflow
  13. 13. Applying it in TrackMaven Apply Research Brand List Related Keywords Analyze and Tag Set Saved Views Set Autotags
  14. 14. TrackMaven Build and Start Tracking Your Brand List Your Competitors Industry Influencers 10x Content Apply Benchmark Brand
  15. 15. TrackMaven Build Your Related Keyword List for Your TopicApply
  16. 16. How do you do keyword or topical research? Apply
  17. 17. TrackMaven Use the Content Feed to Analyze and Tag Competitors Content for Your Topic ‣ Filter content feed using tags inspired by your topical research Apply
  18. 18. TrackMaven Save Views to Support Workflows ‣ Save views to support workflows between the SEO, Content and Social team members. Apply
  19. 19. TrackMaven Monitor Ongoing Content ‣ Create an auto-tag rule using your related keywords. Apply
  20. 20. Applying it in TrackMaven Apply Measure Domain Authority External Links Brand Mentions
  21. 21. TrackMaven Regularly Monitor Domain Authority ‣ A metric that does not change frequently, but still a leading indicator that good (or bad) things are happening. Apply
  22. 22. TrackMaven Regularly Monitor External Links ‣ Links still matter for ranking. TrackMaven provides you an easy way to monitor changes in this critical metric. Apply
  23. 23. TrackMaven Regularly Monitor Brand Mentions ‣ How are our efforts translating into quantitative signals about our brand health? Apply
  24. 24. Applying it in TrackMaven Apply Research Brand List Related Keywords Analyze and Tag Set Saved Views Set Autotags Measure Domain Authority External Links Brand Mentions
  25. 25. LET’S TALK VP Product Marketing adam@trackmaven.com Adam Monago +1 973-202-8617 @adammonago THANK YOU

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