#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.”
#SEJSummit#Searchmetrics @stonetemple
Build Your Reputation
Grow YourAudience
GrowVisibility
Oh Yes,Let’s Get Some Links, Too!
#SEJSummit#Searchmetrics @stonetemple
On Your Site1
Site Reputation
Build Audience
Direct Links to Site
This Got a Link From the Wall Street Journal
#SEJSummit#Searchmetrics @stonetemple
4500+ Social Shares
Quality Content Can Draw Large Amounts of Shares
Lots of Links Too
#SEJSummit#Searchmetrics @stonetemple
Build Reputation
Grow Visibility
Exposure to 3rd Party Audience
On 3rd Party Site2
#SEJSummit#Searchmetrics @stonetemple
3rd Party Sites Expose You to Other People’s Audiences
1
2
3
#SEJSummit#Searchmetrics @stonetemple
Hubspot Guest Post Including a
Link to Stone Temple Site
#SEJSummit#Searchmetrics @stonetemple
2900+ Social Shares
High Quality Content on 3rd Party Sites Can Drive Big Visibility Results
#SEJSummit#Searchmetrics @stonetemple
563 SocialShares
Over 40,000Views
Example B2B IT Services Client
#SEJSummit#Searchmetrics @stonetemple
Got Some Links Too
#SEJSummit#Searchmetrics @stonetemple
Use Analytics
What’s Delivering Traffic Already?
#SEJSummit#Searchmetrics @stonetemple
Current Ranking Data
What Terms are Close to Money?
#SEJSummit#Searchmetrics @stonetemple
#7
#6
#5
#8
Who is Ahead of You in the SERPS?
Your Site
#SEJSummit#Searchmetrics @stonetemple
Pull Basic Data on Competition
Was Ranking in the #7 Slot
#SEJSummit#Searchmetrics @stonetemple
Pull Basic Data on Competition
Was Ranking in the #6 Slot
#SEJSummit#Searchmetrics @stonetemple
Was Ranking in the #5 Slot
Pull Basic Data on Competition
#SEJSummit#Searchmetrics @stonetemple
Use More Than One Tool
We Use:• Open Site Explorer• Majestic SEO• ahrefs
#SEJSummit#Searchmetrics @stonetemple
Tabulate Data to Get the Basic Story
Them
You
#SEJSummit#Searchmetrics @stonetemple
Figure Out WhichLinks are DrivingTheir Rankings for Each Page
#SEJSummit#Searchmetrics @stonetemple
Tabulate This to Get the Overall Picture
#SEJSummit#Searchmetrics @stonetemple
What Would Explain This Result Being Here?
#SEJSummit#Searchmetrics @stonetemple
1. Superior Content
2. Query Deserves Diversity
3. Spammy Link Building
If High Authority Links Aren’t the Reason, Then What Is?
#SEJSummit#Searchmetrics @stonetemple
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
#SEJSummit#Searchmetrics @stonetemple
Success By Design Makes Your Plan Quantitative and Clear
#SEJSummit#Searchmetrics @stonetemple
November 15th:Competitor Leap Frogs Over Our Client From #3 to #2 Slot in Rankings
Competitor
Client
#SEJSummit#Searchmetrics @stonetemple
We Did a Detailed Analysis:
It Came Down to One Killer New Link in a News Story
#SEJSummit#Searchmetrics @stonetemple
Hey, Can YouAdd Our LinkTo Your Story?
So, the Path
Became Clear!
#SEJSummit#Searchmetrics @stonetemple
Justice Prevailed!
(Our Client Moved Back to the #2 Slot)
#SEJSummit#Searchmetrics @stonetemple
#SEJSummit#Searchmetrics @stonetemple
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