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

@stekenwright #brightonSEO

73% of SEOs plan to increase their link building spend.Skyrocket Link Building Survey

@stekenwright #brightonSEO

PageRank

TrustRank Traffic

@stekenwright #brightonSEO

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.”

@stekenwright #brightonSEO

@stekenwright #brightonSEO

@stekenwright #brightonSEO

It’s all a fugazi.

@stekenwright #brightonSEO

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.”

@stekenwright #brightonSEO

Trust raters

@stekenwright #brightonSEO

@stekenwright #brightonSEO

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

@stekenwright #brightonSEO

Traffic#1

Bounce rate#3

Conversions#5

Avg. Time on Page#2

Social shares#4

Link building KPIs:Onsite

Visibility of target terms#6

@stekenwright #brightonSEO

# contacts#1

# links#3

# coverage#2

# mentions#4

Link building KPIs:Offsite

It’s nearly impossible to earn links with just good, unique content.

@stekenwright #brightonSEO

Link earningv. The process of adding so much value to a story that your brand goes from ‘worth talking about’ to ‘worth linking to’.

@stekenwright #brightonSEO

@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

@stekenwright #brightonSEO

@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.

@stekenwright #brightonSEO

Include the headline stat in the subject line of your email.

@stekenwright #brightonSEO

@stekenwright #brightonSEO

Pivot tables

@stekenwright #brightonSEO

@stekenwright #brightonSEO

@stekenwright #brightonSEO

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

@stekenwright #brightonSEO

@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.

@stekenwright #brightonSEO

Commercial Page

What is it? How do I?Author page

News

Campaign page

Content hubs

@stekenwright #brightonSEO

Infographics don’t give journalists a reason to link.

@stekenwright #brightonSEO

How to ask for links

@stekenwright #brightonSEO

Success rate (responses, coverage, links) is our best metric for forecasting.

@stekenwright #brightonSEO

@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

@stekenwright #brightonSEO

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

@stekenwright #brightonSEO