The document discusses content marketing strategies and SEO best practices. It recommends focusing SEO efforts on a small number of key opportunities, such as improving existing content, targeting content gaps, and using digital PR to generate coverage. It also emphasizes the importance of collaboration between clients and SEO experts to align goals, develop creative ideas that fit the brand, and apply continuous pressure across multiple strategies. The overall message is that content marketing should be driven by strategy rather than just following trends, and the goal should be providing the best answers on the internet to achieve lasting SEO results.

1. K E V I N G I B B O N S
ON YOUR
CONTENT
MARKETING
Swing the Needle

2. We can get you
authority links

3. OR MAKE
MONEY
INSTEAD?

6. We gained top tier coverage2012-2015

7. Links don’t
always =
improved
rankings,
traffic or $!

8. 2014-2015
Organic traffic was going up
significantly, everyone was
happy & assumed the links
were working
2 0 1 4
5,000
LINK SCORE AVERAGE
PER CLIENT
Content marketing work
improved & achieved better
coverage - but it didn’t always
correlate to traffic (or $)
2 0 1 5
8,000
LINK SCORE AVERAGE
PER CLIENT

9. Sometimes
they simply
didn’t have
good enough
content to
deserve to
rank.

10. Buildinglinkstomanipulate/makecontentlook likethe
bestanswerto aquestionis howSEO usedtobe done.
S E O B E F O R E
Beingthebestansweron theinternetis
howSEO resultsarebest achieved today.
S E O T O D A Y

11. You need to
deserve to
be there, in
order to:
A
Get there
B
Stay there

12. We decided to
restructure
how we
worked…

13. START SMALL

14. Siloedoureffortsto makeSEO
moremeasurable.Ratherthan
tryingtodoeverythingat once
Wepicked a key
organicopportunity
category/keyword
groupandFOCUSED

16. Attack it from
all angles
01
Improving existing content
specifically to push page 2
rankings onto page one
02 Content gap analysis to
target new opportunities
03
Digital PR campaigns to
generate targeted coverage to
key sections of the site

17. Car hire
outperformed
the overall site
in organic
performance by
170% YoY

18. Collaboration is key…

19. We spent time getting to
know more about our clients
What are
their big
goals
What are they
doing outside
of our work
What are their sign-off
processes/challenges…

20. WE WIN
& LOSE
TOGETHER

21. Why
How to get
buy-in on ideas
01 Strategy first: we align our
WHY together with clients
02
Creative ideas: we provide
insight into the top ideas to
make an impact
03
Brand knowledge: ask on
scale of 1-10 is this is a brand
fit? Low risk vs high impact.

22. Apply
continuous
pressure -
SEO isn’t
about just
doing one
thing well.

23. Content marketing should
always be strategy driven

24. the more
this works
the more
money you make
the more you can
scale/grow

25. Here are
the key
points!
Don’t just
follow the
crowd
01 02
Keep your
focus
03
Collaboration
is key

26. What is
the goal?
What is the
easiest way
to achieve it?

28. THANK YOU
FOR LISTENING
K E V I N G I B B O N S
kgibbons@blueglass.com
www.blueglass.co.uk
@kevgibbo