Content Marketing: Success by Design by Eric Enge - #SEJSummit New York City

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Search Engine Journal

Marketing

#SEJSummit
#Searchmetrics
@stonetemple
Who am I?
1984 World
Champion –
Goalie War

“If you don’t define a
quantitative way for content
marketing to drive your goals,
you are wasting your money.”
#SEJSummit
#Searchmetrics
@stonetemple

Build Your
Reputation
Grow Your
Audience
Grow
Visibility
Oh Yes,
Let’s Get
Some
Links, Too!
#SEJSummit
#Searchmetrics
@stonetemple

On Your
Site
1
Site Reputation
Build Audience
Direct Links to Site
This Got a Link
From the Wall
Street Journal
#SEJSummit
#Searchmetrics
@stonetemple

4500+ Social Shares
Quality Content
Can Draw Large
Amounts of Shares
Lots of Links
Too
#SEJSummit
#Searchmetrics
@stonetemple

Build Reputation
Grow Visibility
Exposure to 3rd Party Audience
On 3rd
Party Site2
#SEJSummit
#Searchmetrics
@stonetemple

3rd Party Sites
Expose You to
Other People’s
Audiences
1
2
3
#SEJSummit
#Searchmetrics
@stonetemple

Hubspot Guest
Post Including a
Link to Stone
Temple Site
#SEJSummit
#Searchmetrics
@stonetemple

2900+ Social Shares
High Quality
Content on 3rd Party
Sites Can Drive Big
Visibility Results
#SEJSummit
#Searchmetrics
@stonetemple

563 Social
Shares
Over 40,000
Views
Example B2B IT
Services Client
#SEJSummit
#Searchmetrics
@stonetemple

Got Some
Links Too
#SEJSummit
#Searchmetrics
@stonetemple

Use Analytics
What’s
Delivering
Traffic Already?
#SEJSummit
#Searchmetrics
@stonetemple

Current Ranking
Data
What Terms are
Close to
Money?
#SEJSummit
#Searchmetrics
@stonetemple

#7
#6
#5
#8
Who is Ahead of
You in the
SERPS?
Your Site
#SEJSummit
#Searchmetrics
@stonetemple

Pull Basic
Data on
Competition
Was Ranking in
the #7 Slot
#SEJSummit
#Searchmetrics
@stonetemple

Pull Basic Data
on Competition
Was Ranking in
the #6 Slot
#SEJSummit
#Searchmetrics
@stonetemple

Was Ranking in
the #5 Slot
Pull Basic Data
on Competition
#SEJSummit
#Searchmetrics
@stonetemple

Use More Than One
Tool
We Use:
• Open Site Explorer
• Majestic SEO
• ahrefs
#SEJSummit
#Searchmetrics
@stonetemple

Tabulate Data to Get
the Basic Story
Them
You
#SEJSummit
#Searchmetrics
@stonetemple

Figure Out Which
Links are Driving
Their Rankings
for Each Page
#SEJSummit
#Searchmetrics
@stonetemple

Tabulate This to Get the
Overall Picture
#SEJSummit
#Searchmetrics
@stonetemple

What Would
Explain This
Result Being
Here?
#SEJSummit
#Searchmetrics
@stonetemple

1. Superior Content
2. Query Deserves
Diversity
3. Spammy Link Building
If High Authority Links Aren’t the Reason, Then What Is?
#SEJSummit
#Searchmetrics
@stonetemple

On-Page SEO
• Adjust on-page to
tune user experience
Supporting
Content
• Integrate into
user interface to
enhance page
value
Links
• Add 20 Links:
DA 90+ - 3
DA 80+ - 4
DA 70+ - 7
Sample Recipe to Get Into Top 5
#SEJSummit
#Searchmetrics
@stonetemple

Success By Design Makes Your Plan Quantitative and Clear
#SEJSummit
#Searchmetrics
@stonetemple

November
15th:
Competitor
Leap Frogs
Over Our
Client From
#3 to #2 Slot
in Rankings
Competitor
Client
#SEJSummit
#Searchmetrics
@stonetemple

We Did a Detailed
Analysis:
It Came Down to
One Killer New Link
in a News Story
#SEJSummit
#Searchmetrics
@stonetemple

Hey, Can
You
Add Our
Link
To Your
Story?
So, the
Path
Became
Clear!
#SEJSummit
#Searchmetrics
@stonetemple

Justice
Prevailed!
(Our Client
Moved Back to
the #2 Slot)
#SEJSummit
#Searchmetrics
@stonetemple

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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker. Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

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4. #SEJSummit #Searchmetrics @stonetemple Who am I? 1984 World Champion – Goalie War

5. “If you don’t define a quantitative way for content marketing to drive your goals, you are wasting your money.” #SEJSummit #Searchmetrics @stonetemple

7. Build Your Reputation Grow Your Audience Grow Visibility Oh Yes, Let’s Get Some Links, Too! #SEJSummit #Searchmetrics @stonetemple

9. On Your Site 1 Site Reputation Build Audience Direct Links to Site This Got a Link From the Wall Street Journal #SEJSummit #Searchmetrics @stonetemple

10. 4500+ Social Shares Quality Content Can Draw Large Amounts of Shares Lots of Links Too #SEJSummit #Searchmetrics @stonetemple

11. Build Reputation Grow Visibility Exposure to 3rd Party Audience On 3rd Party Site2 #SEJSummit #Searchmetrics @stonetemple

12. 3rd Party Sites Expose You to Other People’s Audiences 1 2 3 #SEJSummit #Searchmetrics @stonetemple

13. Hubspot Guest Post Including a Link to Stone Temple Site #SEJSummit #Searchmetrics @stonetemple

14. 2900+ Social Shares High Quality Content on 3rd Party Sites Can Drive Big Visibility Results #SEJSummit #Searchmetrics @stonetemple

15. 563 Social Shares Over 40,000 Views Example B2B IT Services Client #SEJSummit #Searchmetrics @stonetemple

16. Got Some Links Too #SEJSummit #Searchmetrics @stonetemple

17.

18. Use Analytics What’s Delivering Traffic Already? #SEJSummit #Searchmetrics @stonetemple

19. Current Ranking Data What Terms are Close to Money? #SEJSummit #Searchmetrics @stonetemple

20.

21. #7 #6 #5 #8 Who is Ahead of You in the SERPS? Your Site #SEJSummit #Searchmetrics @stonetemple

22. Pull Basic Data on Competition Was Ranking in the #7 Slot #SEJSummit #Searchmetrics @stonetemple

23. Pull Basic Data on Competition Was Ranking in the #6 Slot #SEJSummit #Searchmetrics @stonetemple

24. Was Ranking in the #5 Slot Pull Basic Data on Competition #SEJSummit #Searchmetrics @stonetemple

25. Use More Than One Tool We Use: • Open Site Explorer • Majestic SEO • ahrefs #SEJSummit #Searchmetrics @stonetemple

26. Tabulate Data to Get the Basic Story Them You #SEJSummit #Searchmetrics @stonetemple

27. Figure Out Which Links are Driving Their Rankings for Each Page #SEJSummit #Searchmetrics @stonetemple

28. Tabulate This to Get the Overall Picture #SEJSummit #Searchmetrics @stonetemple

29. What Would Explain This Result Being Here? #SEJSummit #Searchmetrics @stonetemple

30. 1. Superior Content 2. Query Deserves Diversity 3. Spammy Link Building If High Authority Links Aren’t the Reason, Then What Is? #SEJSummit #Searchmetrics @stonetemple

31. On-Page SEO • Adjust on-page to tune user experience Supporting Content • Integrate into user interface to enhance page value Links • Add 20 Links: DA 90+ - 3 DA 80+ - 4 DA 70+ - 7 Sample Recipe to Get Into Top 5 #SEJSummit #Searchmetrics @stonetemple

32. Success By Design Makes Your Plan Quantitative and Clear #SEJSummit #Searchmetrics @stonetemple

33.

34. November 15th: Competitor Leap Frogs Over Our Client From #3 to #2 Slot in Rankings Competitor Client #SEJSummit #Searchmetrics @stonetemple

35. We Did a Detailed Analysis: It Came Down to One Killer New Link in a News Story #SEJSummit #Searchmetrics @stonetemple

36. Hey, Can You Add Our Link To Your Story? So, the Path Became Clear! #SEJSummit #Searchmetrics @stonetemple

37. Justice Prevailed! (Our Client Moved Back to the #2 Slot) #SEJSummit #Searchmetrics @stonetemple

38. #SEJSummit #Searchmetrics @stonetemple

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