Supercharging Your SEO Strategy With TrackMaven
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TrackMaven Supercharging Your SEO Strategy With TrackMaven Spark 2016 Adam Monago VP Product Marketing @adammonago
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Transcript of Supercharging Your SEO Strategy With TrackMaven
TrackMavenSupercharging Your SEO Strategy With TrackMaven
Spark 2016
Adam Monago VP Product Marketing @adammonago
Goals of the Session
Understanding of the most important changes in modern SEO: Topics, Quality and Brand
A workflow for SEO-Content-Social team collaboration.
Applying this workflow with TrackMaven.
TrackMaven
Search Matters
‣ Showing up at the top of search results is critical to meet the intent of any buyer or influencer.
‣ Number of search platforms is increasing.
SEO
Common Workflows
‣ Start with your primary keywords
‣ Put them into Google Keyword Planner for other suggestions
‣ Rate them on difficulty and search volume potential
‣ Hand to your content team to generate content ideas
‣ Measure rankings
‣ Rinse/Repeat
‣ You start by researching the content that you think is most impactful for your audience
‣ You research, write and develop the content
‣ You ask SEO to optimize the content
‣ Wait for SEO recommendations to be applied
‣ Measure rankings
‣ Rinse/Repeat
OR
SEO
Keyword Oriented Content Oriented
What kind of SEO workflow do you have in your organization?
SEO
SEO Is Being Transformed by 3 Major Forces
1. Topics over keywords 2.Content quality over links 3.Rising importance of “Brand”
SEO
TrackMaven
Topics Over Keywords
SEO
TrackMaven
Topics Over KeywordsSEO
TrackMaven
10x Content: Quality Over LinksSEO
What is the UX like? How detailed/thorough
is each result?
Do the results provide any
new, unique information?
What is missing from each?
What is the quality of
writing in the articles?
What kind of visuals
are provided?
TrackMaven
10x Content: Quality Over LinksSEO
TrackMaven
The Weight of Your Brand
‣ Social Signals In Addition to Domain
‣ Indexing of social content
‣ Co-Occurrence
‣ How often your brand name and key terms appear together on different domains around the web
‣ Panda patent
‣ Search engines use co-occurrence to generate similar results when, in the future, comparable queries are made without the mention of the brand
SEO
Putting a Shared Workflow Into Practice
Activity Which Role Owns? Key Outputs
Competitive Analysis Content
‣ Competitive Brand List
‣ Identify key channels
‣ Inventory of the types of content people are reading and responding to
Topic and Keyword Research SEO
‣ Prioritized topics for content strategy
‣ Keyword list
Content Development Content
‣ Prioritized content plan
‣ Content calendar
Distribution and Measurement
Social
‣ Content distribution strategy
‣Ongoing monitoring of topics and competitors for most engaging content
Workflow
Applying it in TrackMavenApply
Research
Brand List Related Keywords Analyze and Tag Set Saved Views
Set Autotags
TrackMaven
Build and Start Tracking Your Brand List
Your Competitors Industry Influencers 10x Content
Apply
Benchmark Brand
TrackMaven
Build Your Related Keyword List for Your Topic
Apply
How do you do keyword or topical research?
Apply
TrackMaven
Use the Content Feed to Analyze and Tag Competitors Content for Your Topic
‣ Filter content feed using tags inspired by your topical research
Apply
TrackMaven
Save Views to Support Workflows
‣ Save views to support workflows between the SEO, Content and Social team members.
Apply
TrackMaven
Monitor Ongoing Content
‣ Create an auto-tag rule using your related keywords.
Apply
Applying it in TrackMavenApply
Measure
Domain Authority External Links
Brand Mentions
TrackMaven
Regularly Monitor Domain Authority
‣ A metric that does not change frequently, but still a leading indicator that good (or bad) things are happening.
Apply
TrackMaven
Regularly Monitor External Links
‣ Links still matter for ranking. TrackMaven provides you an easy way to monitor changes in this critical metric.
Apply
TrackMaven
Regularly Monitor Brand Mentions
‣ How are our efforts translating into quantitative signals about our brand health?
Apply
Applying it in TrackMavenApply
Research
Brand List Related Keywords Analyze and Tag Set Saved Views
Set Autotags
Measure
Domain Authority External Links
Brand Mentions
