when seo turned to content marketing... Key metrics for measuring seo effectiveness of content marketing
Jul 26, 2015
when seo turned to content
marketing...
Key metrics for measuring seo
effectiveness of content
marketing
who’s this guy?
• Glaswegian
– Tricky accent
• 10 years Digital
– 7/8 years in Search Marketing
• Mobile and data is the future!
what to expect today
• Brief history of seo and content
marketing
• How content and seo are related
• What metrics you should be looking at
• What tools you can use to check these
metrics
the big shift
• Panda
– Website quality
• Penguin
– Targeting links
how the trend changed
how the trend changed
how the trend changed
why the shift happened
• Google loves fresh content
• Google Loves Links
• Search was built on:
– People will link to good content
– Links = power
• Good content should attract links,
right?
• …slightly more complex than that…
why the shift happened
• SEO’s rigged the game
• Controlled the links
• Sites didn’t need good content to rank
• …everyone became lazy.
• Google reacted
– Panda
– Penguin
…but content still isn’t enough
• We still need links
• Your content needs to attract to links
• How do you know if you’re content is attracting links?
tools
• Moz - http://moz.com/
• MajesticSEO - https://majestic.com/
• Aherfs - https://ahrefs.com/
• Searchmetrics -
http://suite.searchmetrics.com/en/res
earch
most have free previews and trials
what metrics you should look at
what metrics you should look at
what metrics you should look at
things to remember
• Your content should have SEO KPI’s
• Referring domains (aim high)
• Referring Pages (aim low)
• Google+ (they are listening)
• Twitter (Google are looking for breakout trends)
• Don’t just look at your homepage
• Deep linking pages are super important
the end
chat?
• Things to chat to me about
– Search (obvs!!)
– Food (nom)
– Mobile (how much time you got?)
– Data (…at your own risk)