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MASTER
CLASS
CHICAGO, IL ~ MAY 22 - 23, 2024
DIGIMARCONMIDWEST.COM | #DigiMarConMidwest
Ryan Brock
CHIEF SOLUTIONS OFFICER
DEMANDJUMP
Pillar-Based Marketing
Master Class
SEO Memorial Service
A Fond Farewell To Things
That Don’t Matter Anymore
Actual Name
The Funnel
1898-2021
Actual Name
Pillar-Based Marketing Master Class - Ryan Brock
Poor Staycation Companion
2020 Content Preferences Study Report,
DemandGen
63% of marketers said that e-
books and whitepapers, which are
often used as gated content, were
the top-performing content
types for driving qualified leads.
QuoraCreative
77% of internet users regularly
read blog articles when
researching products and
services.
Brian Halligan,
HubSpot
"People shop and learn in a whole
new way compared to just a few
years ago, so marketers need to
adapt or risk extinction."
Adam Audette,
RKG
"Today it's not about 'get the
traffic' — it's about 'get the
targeted and relevant traffic.'"
Bryan Eisenberg
"Our jobs as marketers are to
understand how the customer
wants to buy and help them to do
so."
“Hurricane Season”
The Spiderweb
SaaS
Conten
t
SaaS
marketing
tools
SaaS
content
strategy
SaaS
marketing
course
how do you
write SaaS content?
what is SaaS
content marketing?
what is B2B
SaaS content?
what is the best
SEO tool for SaaS
companies?
how is SaaS
marketing different?
Dying Words of The Funnel
“Your job is no longer to build
individual funnels that follow
linear paths. It’s to recreate as
many of these search behavior
roadways as possible.”
Domain Authority
1999-2023
Actual Name
More = Smarter
“Hurricane Season”
PILLAR PAGE
Sub-Pillar Sub-Pillar Sub-Pillar
Blog Blog Blog Blog Blog Blog Blog Blog Blog
Chapter 96
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan Brock
Chapter 182
Chapter 182
Keyword Difficulty
2016-2023
Pillar-Based Marketing Master Class - Ryan Brock
Contributing Factors to Keyword Difficulty
● Domain authority
● Page authority
● Content quality
● Projected click-through rate
Only available in XS
Turner Pest Control (44)
● critter removal from attic (above
terminix, wildlife animal control)
● pest control orlando (above Yelp,
Terminix, Orkin)
● fastest way to get rid of
raccoons (above Forbes, Pests.org,
Angi, wikiHow)
Yourco (8)
● employee survey distribution
(above Qualtrics, 15Five, Gallup)
● Work related text messages
(above LinkedIn, CNN, Monster
Jobs)
● free employee alerts for
employees (above Capterra,
LinkedIn, Intuit Quickbooks)
Baby Beau and Belle (26)
● cute 1st birthday boy outfits (above
etsy, walmart, pinterest, target)
● baby formal outfits for weddings
girl (above amazon, etsy, target,
pinterest, dillards, nordstrom)
● baptism dress baby girl (above etsy,
walmart, dillards, nordstrom,
macys)
Milestone (16)
● Payroll Services Examples (above
Forbes, Paychex, SurePayroll)
● Can I do Payroll Myself? (above ADP,
IRS, Intuit, Paychex, Surepayroll)
● How much is payroll service? (above
Paychex, ADP, US News & World
Report)
Pillar-Based Marketing Master Class - Ryan Brock
Search Volume
2011-2023
Search Volume
2011-2023
Search Volume
2011-2023
Musings on Search Volume Estimates
1. All keyword databases got
their start with Google’s
AdWords data.
Musings on Search Volume Estimates
2. Google doesn’t think it can sell
you ads on questions.
Musings on Search Volume Estimates
3. When you build your strategies on
traffic estimates, things get
complicated and shaky very
quickly.
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan Brock
Adam Audette,
RKG
"Today it's not about 'get the
traffic' — it's about 'get the
targeted and relevant traffic.'"
Chapter 923
Pillar-Based Marketing Master Class - Ryan Brock
One marketer in particular, but likely
attributable to many marketers
“I just know that if I see keyword
cannibalization, like, if two
articles talk about the same
stuff at all, it’s going to lead to
indexing problems.”
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan Brock
Cannibalization at Work
Cannibalization
2013-2023
Cannibalization
2013-2023
Worthless
What Modern SEO Is
Alignment to customer
behavior.
Algorithm Updates
Google on Artificial Intelligence
Appropriate use of AI or
automation is not against our
guidelines. This means that it is not
used to generate content primarily
to manipulate search rankings,
which is against our spam policies.
Algo Champion
22% rankings increase post
Aug 23 algo update
Algo Agony
2011-2023
Bookstore
Booth 1828
Pillar-Based Marketing Master Class - Ryan Brock

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