Post on 26-Jan-2015
description
How to Get SEO ROI From Content Marketing
Ross Hudgens, Founder, Siege Media@RossHudgens http://siegemedia.com
For some companies, content marketing isn’t
working.
@ROSSHUDGENS
@ROSSHUDGENS
The dream of posting once a day came and went, with
only empty pockets to show for it.
@ROSSHUDGENS
Getting search ROI from content marketing is more
than just saying “Let’s Write Blog Posts!’
It takes accurate measurement of SEO potential, and a
consistent effort to improve every time out.
And yes, links still matter. You just have to get them
the right way.
@ROSSHUDGENS
HOW TO MEASURE
SEO OPPORTUNITY
WARNING
THIS IS AN SEO-FOCUSED
ANALYSIS. THERE ARE MANY
MEASURABLE CONTENT
MARKETING BENEFITS, BUT
THIS DECK WILL ANALYZE ROI
FROM SEO PRIMARILY.
Calculate the SEO revenue potential of a strong vertical position using
competitor SE traffic price.
http://www.semrush.com/info/retailmenot.com?db=us
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.
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Identify the average authority/link #s of three or
more well ranking sites in your industry.
Assess link velocity to determine a future expected authority value for your competitors.
https://majesticseo.com/reports/compare-domain-backlink-history
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
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
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
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)
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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.
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$3,000,000Landing Page/Product Development Cost
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.
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+
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
-
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 OneOur DA: 43Homepage PA: 56Subpage1 PA: 24Competitor DA: 65Competitor HP PA: 81Competitor Subpage: 62
Month TwoOur DA: 46Homepage PA: 59Subpage1 PA: 25Competitor DA: 66Competitor HP PA: 82Competitor Subpage: 63
http://moz.com/help/pro/campaign-setup
Use these calculations to create a ranking timeline for your business.
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TIME
AU
TH
OR
ITY
AUTHORITY GOAL
Also use these calculations to develop a SEO costs/revenue timeline for your business.
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TIME
$$$
TOTAL COST
TOTA
L REVENUE
Make calculations easier with our free ROI measurement tool and 36 page guide.
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Get it Here:SIEGEMEDIA.COM/ROI
@ROSSHUDGENS
STRATEGIES FORIMPROVING PERFORMANCE
First, invest in great design.
No.
@ROSSHUDGENS
Next, seriously, invest in great design.
No.
No.
“IF YOU THINK GOOD DESIGN IS EXPENSIVE, YOU SHOULD LOOK AT THE COST OF BAD DESIGN.” DR. RALF SPETH, CEO JAGUAR
The most effective way to lower CPL is to
build a marketing flywheel.
@ROSSHUDGENS
Content
Promotion
Links
New Followers
Get more followers by setting up your Tweet
button properly.
http://siegemedia.com/powerful-twitter-tactic-business-blogs-arent-using
Proper Format POST TITLE http://url.com via @ACCOUNTNAME
http://siegemedia.com/powerful-twitter-tactic-business-blogs-arent-using
Optimize and/or build signup hooks immediately.
Use e-mail signups with design contrast.
Every piece of content put out without a compelling offer present on your site is a large opportunity lost.
Find Keyword Opportunity with Domain vs Domain Analysis
http://www.semrush.com/info/domain_vs_domain/
LINKS AREN’T DEADHere’s how to get better ones
@ROSSHUDGENS
Get homepage links by building content that can be adequately described without visiting the site.
1. Images.
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http://blogs.salesforce.com/company/2013/07/email-marketing-stats.html
2. Stats.
3. Quotes.
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
Be diligent with internal linking to important pages before publishing, parts of (good)
articles will frequently get copied.
@ROSSHUDGENS
Thanks for the link!
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.
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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
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4. Reduce Friction
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).
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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.
Your content should have multiple KPIs. If your main KPI is links and links only, your
business probably isn’t sustainable.
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8 REASONS YOU WON’T GET SEO ROI FROM CONTENT MARKETING
@ROSSHUDGENS
1. You only have links as a content KPI.
2. You don’t have links as a content KPI.
3. You aren’t building a marketing flywheel.
4. You don’t consider landing page costs in your projections.
5. You don’t properly balance focus between landing page content and blog content.
6. You miscalculate your true CPL.
7. You don’t account for link attrition or future competitor authority.
8. You miscalculate your ranking timeline and run out of cash before profitability.
3 REASONSYOU WILL GET ROI
@ROSSHUDGENS
1. You have healthy respect for the numbers and how they impact SEO.
2. You work hard to have a better process today than
you did yesterday.
3. You understand that SEO is a holistic practice, but one still worth our time and attention.
Still confused? Use our free tool & eBook!
@ROSSHUDGENS
Download URL:SIEGEMEDIA.COM/ROI
Image Sources:
Hamster Wheel: https://www.flickr.com/photos/dansil/8187821615 / Cut Up Money: https://www.flickr.com/photos/wallyg/152453473Jumper: 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
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Thank You! Questions?
Ross Hudgens, Founder, Siege Media@RossHudgens http://siegemedia.com