success by design: content that builds both brand and seo by mark traphagen - #sejsummit ny
TRANSCRIPT
SUCCESS BY
DESIGN CONTENT THAT BUILDS BOTH
BRAND AND SEO
Mark Traphagen
#SEJSummit
@marktraphagen
Mark Traphagen SR. DIRECTOR OF MARKETING
Stone Temple Consulting
PERFORMANCE-DRIVEN
DIGITAL MARKETING AGENCY
Where
GEEKY meets
CREATIVE
Reliable, Passionate, Trustworthy
Helping leading brands: Expand reach to new audiences Optimize market opportunities Achieve better business performance
Advancing the science through
INNOVATIVE RESEARCH
70+ Employees
across the United States
83 Clients served over
past 12 months
Our multi-year engagement with Stone Temple Consulting has been very profitable. They have consistently delivered tangible business results… I strongly endorse and recommend them for their great content marketing expertise, but more importantly as a true business partner.
- Sean Kainec, Home Depot
“ ”
How we averted a Christmas disaster
November 15th: Competitor Leap Frogs Over Our Client From #3 to #2 Slot in Rankings
Competitor
Client
We Did a Detailed Analysis: Came Down to One Killer New Link in a News Story
Hey, Can You Add Our Link To Your Story?
Justice Prevailed! Client Moved Back to the #2 Slot
Justice Prevailed! Client Moved Back to the #2 Slot
#SEJSummit #Searchmetrics @NickWilsdon
Learn to Make a Good Business Case
Be Interested, Open and Diplomatic
SEO Can Influence Many Business Areas
Traffic on a withering decline...
No clear turnaround plan
Recovery Plan
Full Site Audit
Comprehensive On Site Content Optimization
Competitive Backlink Analysis
World Class Content Marketing Plan
We Used Content Marketing to Get Links
From Many Relevant Sites
Result: BIG TIME RANKING GROWTH
1. Create Content for Listeners, Sharers & Linkers
1. Create Content for Listeners, Sharers & Linkers
1. Create Content for Listeners, Sharers & Linkers
1. Create Content for Listeners, Sharers & Linkers No correlation between shares and links
Source: Moz and BuzzSumo
1. Create Content for Listeners, Sharers & Linkers No correlation between shares and links
Uh Oh!
Source: Moz and BuzzSumo
1. Create Content for Listeners, Sharers & Linkers But these have strong correlations
Source: Moz and BuzzSumo
Opinion-forming journalism works
1. Create Content for Listeners, Sharers & Linkers These also have strong correlations
Source: Moz and BuzzSumo
Data-driven research studies work
Case Study
1. Create Content for Listeners, Sharers & Linkers And great links too!
1. Create Content for Listeners, Sharers & Linkers And great links too!
This is Your Target, Right
Here
Very Good Content is Not Good Enough
Elite Content is Where You Should Focus
Understand That Your Audience is Early Adopters and Innovators
Create Content For Those Who Will Listen, Share and Link
Part 1 Takeaways
2. Create 10X Content for a 10X Brand
Brand Identity
Brand Identity
Buyer Personas
Brand Identity
Buyer Personas
Content Targeting
Brand Identity
Buyer Personas
Content Targeting
Social Promotion
Brand Identity
Buyer Personas
Content Targeting
Social Promotion
Yeah, I really love that brand too.
Toughest Keyword for your competitors to beat. Ever.
Create 10X Content for a 10X Brand
Realize DM Is an Ecosystem
Build Content Streams from Brand Identity and Customer Personas
Unify Brand Message Across All Channels
Part 2 Takeaways
3. Create Content with Strategic Links
Current Ranking Data What Terms are Close to Money?
Success by Design: What will it take to move above competition?
Pull Data on Competitor Link Profiles
Ranking in the #7 Slot
Who is Ahead of You in the SERPS?
Your Site
#5
#6
#7
#8
Majestic SEO
Open Site Explorer
ahrefs
Google Search
Console
BackLink Profiler
• Builds Master List Of Links • Dedupes the List • Prioritizes Targets
• Run on Your Site • Run on Competitors • Results Inform Campaigns
Integrate Data From Multiple Sources
Proprietary STC Tool
Pull the Detailed Link Data for the Ranking Page for Each Competitor
Figure Out Which Links are Driving Their Rankings for Each Page
Tabulate This to Get the Overall Picture
What Would Explain This Result Being Here?
If High Authority Links Aren’t the Reason, Then What Is?
1. Superior Content
2. Query Deserves Diversity
3. Undetected Spammy Link Building ç
If High Authority Links Aren’t the Reason, Then What Is?
1. Superior Content
2. Query Deserves Diversity
3. Undetected Spammy Link Building ç
If High Authority Links Aren’t the Reason, Then What Is?
1. Superior Content
2. Query Deserves Diversity
3. Undetected Spammy Link Building
Sample Recipe to Get Into Top 5
Design and Pitch Content Strategically
Success By Design Makes Your Plan Quantitative and Clear
Case Study
300% Traffic Increase May-Aug 2016
300% Traffic Increase May-Aug 2016
• #3 “nepal travel expert • #5 “manaslu treck” • #1 “nepal short trecks
Content Marketing Must Meet Goals By Design
Identify Achievable Money Targets
Use Link Analysis to Design
Link Placement Strategy
Be Opportunistic!
Part 3 Takeaways
#SEJSummit #Searchmetrics @NickWilsdon
Learn to Make a Good Business Case
Be Interested, Open and Diplomatic
SEO Can Influence Many Business Areas