brighton seo april 2016 - engagement rate optimisation
TRANSCRIPT
Engagement Rate Optimisation
Stephen Kenwright@stekenwright @Branded_3
@stekenwright #brightonSEO
80% of B2C marketers plan to produce more content in 2016… regardless of effectiveness [or] clarity of success.Content Marketing Institute
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73% of SEOs plan to increase their link building spend.Skyrocket Link Building Survey
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PageRank
TrustRank Traffic
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Domain authority“Domain Authority is a score (on a 100 point scale) developed by Moz that predicts how well a website will rank on search engines. Use Domain Authority when comparing one site to another or tracking the “strength” of your website over time. We calculate this metric by combining all our other link metrics – linking root domains, number of total links, MozRank, MozTrust etc. – into a single score.”
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@stekenwright #brightonSEO
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It’s all a fugazi.
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TrustRank
TrustRank patent“For example, an entity such as a digital camera expert operating a website devoting a website devoted to digital cameras, may create an annotation associating the label “professional review” with a particular review of a digital camera on some third party site (e.g., on the site of a news publication). In addition, the system maintains information about trust relationships between entities, such as individual users, indicating whether (or the degree to which) one entity trusts another entity.”
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Trust raters
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Barcelona PrinciplesImportance of goal settingand measurement
#1
Effect on the business can and should be measured
#3
AVEs are not the value of public relations
#5
Measure outcomes not outputs
#2
Media measurement requires quantity and quality
#4
Social media can and should be measured
#6
Transparency and replicability are paramount
#7
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Traffic#1
Bounce rate#3
Conversions#5
Avg. Time on Page#2
Social shares#4
Link building KPIs:Onsite
Visibility of target terms#6
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# contacts#1
# links#3
# coverage#2
# mentions#4
Link building KPIs:Offsite
It’s nearly impossible to earn links with just good, unique content.
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Link earningv. The process of adding so much value to a story that your brand goes from ‘worth talking about’ to ‘worth linking to’.
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@stekenwright #brightonSEO
Choose your stories#1
Create press releases#3
Format data#5
Create a landing page#2
Get comments signed off#4
Planning
76% of journalists feel pressured for their stories to get shared socially.2015 Edelman Media Forecast
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@stekenwright #brightonSEO
Video / images#1
Localisation#3
Proximity to trending topics#5
Brevity#2
More use of human voice#4
5 ingredients for more shareable content
Traffic is a typical KPI for journalists. Want a big placement? Offer to help promote it.
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Include the headline stat in the subject line of your email.
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Pivot tables
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Engagement
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept
2014 2014 2014 2015 2015 2015 2015 2015 2015 2015 2015 2015
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@stekenwright #brightonSEO
An expert opinion needs an author / profile page#1
Survey data needs a full write up / downloadable PDF#2
Creative needs something interactive to click through to#3
What you’re offering dictates where to link.
What can you offer to get links to landing pages?*
*Nothing. Stop trying.
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Commercial Page
What is it? How do I?Author page
News
Campaign page
Content hubs
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Infographics don’t give journalists a reason to link.
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How to ask for links
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Success rate (responses, coverage, links) is our best metric for forecasting.
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@stekenwright #brightonSEO
How many journalists / bloggers are we contacting?#1
What’s our typical success rate?#2
What did success look like last time?#3
How to forecastlink building
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What do target customers engage with?#1
What value can we add to journalists to be newsworthy?#2
What value can we add to readers to be link worthy?#3
Process
What value can we add to the site to make it rank?#4
T. Hanks
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