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

#SEJSummit#Searchmetrics @stonetemple

Who am I?1984 World Champion – Goalie War

“If you don’t define a quantitative way for content marketing to drive your goals, you are wasting your money.”


Build Your Reputation

Grow YourAudience

GrowVisibility

Oh Yes,Let’s Get Some Links, Too!


On Your Site1

Site Reputation

Build Audience

Direct Links to Site

This Got a Link From the Wall Street Journal


4500+ Social Shares

Quality Content Can Draw Large Amounts of Shares

Lots of Links Too


Build Reputation

Grow Visibility

Exposure to 3rd Party Audience

On 3rd Party Site2


3rd Party Sites Expose You to Other People’s Audiences

1

2

3


Hubspot Guest Post Including a

Link to Stone Temple Site


2900+ Social Shares

High Quality Content on 3rd Party Sites Can Drive Big Visibility Results


563 SocialShares

Over 40,000Views

Example B2B IT Services Client


Got Some Links Too


Use Analytics

What’s Delivering Traffic Already?


Current Ranking Data

What Terms are Close to Money?


#7

#6

#5

#8

Who is Ahead of You in the SERPS?

Your Site


Pull Basic Data on Competition

Was Ranking in the #7 Slot


Use More Than One Tool

We Use:• Open Site Explorer• Majestic SEO• ahrefs


Tabulate Data to Get the Basic Story

Them

You


Figure Out WhichLinks are DrivingTheir Rankings for Each Page


Tabulate This to Get the Overall Picture


What Would Explain This Result Being Here?


1. Superior Content

2. Query Deserves Diversity

3. Spammy Link Building

If High Authority Links Aren’t the Reason, Then What Is?


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


Success By Design Makes Your Plan Quantitative and Clear


November 15th:Competitor Leap Frogs Over Our Client From #3 to #2 Slot in Rankings

Competitor

Client


We Did a Detailed Analysis:

It Came Down to One Killer New Link in a News Story


Hey, Can YouAdd Our LinkTo Your Story?

So, the Path

Became Clear!


Justice Prevailed!

(Our Client Moved Back to the #2 Slot)


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

Marketing

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