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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)

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When SEO Turned to Content Marketing...

  • 1. when seo turned to content marketing... Key metrics for measuring seo effectiveness of content marketing
  • 2. who’s this guy? • Glaswegian – Tricky accent • 10 years Digital – 7/8 years in Search Marketing • Mobile and data is the future!
  • 3. 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
  • 4. the big shift • Panda – Website quality • Penguin – Targeting links
  • 5. how the trend changed
  • 6. how the trend changed
  • 7. how the trend changed
  • 8. 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…
  • 9. 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
  • 10. …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?
  • 11. 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
  • 12. what metrics you should look at
  • 13. what metrics you should look at
  • 14. what metrics you should look at
  • 15. 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
  • 17. chat? • Things to chat to me about – Search (obvs!!) – Food (nom) – Mobile (how much time you got?) – Data (…at your own risk)