cashing in with deliberate research by paxton gray
DESCRIPTION
From the SMX East 2014 Conference in New York City, NY. SESSION: Competitive Research For SEO. PRESENTATION: Cashing in With Deliberate Research - Given by Paxton Gray, @PaxtonMGray, Lead Digital Marketer - 97th Floor. #SMX #12BTRANSCRIPT
@PaxtonMGray @97thFloor!
Cashing In With Deliberate Research!
@PaxtonMGray @97thFloor!
@PaxtonMGray!!Lead Digital Marketer!!SEO!Social Media!Content Marketing!Research!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
5 Steps For Killer
Research!
@PaxtonMGray @97thFloor!
1. Keyword Research!2. Gather Metrics!3. Identify On-Page Wins!4. Link Gap Score!5. Link Building Battle Plan!
@PaxtonMGray @97thFloor!
Keyword Research!
1
@PaxtonMGray @97thFloor!
Search Volume x Sug. Bid = Opportunity!
Opportunity ÷ MOZ Diff Score = KOB Score!
Keyword Research!
@PaxtonMGray @97thFloor!
Gather Metrics!
2
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
Gather Metrics!
Each SERP is different.!!
Your strategy for each SERP should!be different too.!
@PaxtonMGray @97thFloor!
Gather Metrics!
@PaxtonMGray @97thFloor!
Gather Metrics!
@PaxtonMGray @97thFloor!
Gather Metrics!Visualize Data For Extra Quick Insights
Tool Tip:!
@PaxtonMGray @97thFloor!
Gather Metrics!
Inbound Links Avg. DA Of Inbound Links
Followed Links Followed Links / Total Links
Total Linking Domains Linking Domains / Total Links
Followed Domains Followed Domains / Total
Total Linking IPs Linking IPs / Total Links
Sitewide Links Sitewide Domains !
Inbound Links Avg. DA Of Inbound Links
Followed Links Followed Links / Total Links
Total Linking Domains Linking Domains / Total Links
Followed Domains Followed Domains / Total
Total Linking IPs Linking IPs / Total Links
Sitewide Links Sitewide Domains
Link Metrics (Domain) Link Metrics (Ranking PLP)
@PaxtonMGray @97thFloor!
Gather Metrics!Ranking Page Authority
Page Rank Load Time Responsive?
# of Indexed Pages Internal Links
Brand MenHons "keyword" count Total word count
Keyword / Total words #1 Top Keyword
#1 Top Keyword Count #2 Top Keyword
#2 Top Keyword Count #3 Top Keyword
#3 Top Keyword Count !
Facebook Shares of Ranking URL Tweets of Ranking URL
LinkedIn Shares of Ranking URL Google+ Shares of Ranking URL Pinterest Pins of Ranking URL
Most Shared Content Content Frequency
On Page / General Social
@PaxtonMGray @97thFloor!
Gather Metrics!SERP 1! SERP 2!
SERP 3! SERP 4!
Etc…!
@PaxtonMGray @97thFloor!
"AdverHsing people who ignore research are as dangerous as
generals who ignore decodes of enemy signals" -‐David Ogilvy
@PaxtonMGray @97thFloor!
Identify On-Page Wins!
3
@PaxtonMGray @97thFloor!
Identify On-Page Wins!
Look for opportunities to improve:!- PLP Keyword Optimization!- Content Depth!- Internal Linking!- Etc…!
@PaxtonMGray @97thFloor!
Link Gap Score!
4
@PaxtonMGray @97thFloor!
Our Links x Ave. DA = Our Link Strength!
Link Gap Score!
@PaxtonMGray @97thFloor!
Our Links x Ave. DA = Our Link Strength!
Comp Ave. Links x Ave. DA = Comp Link Strength!
Link Gap Score!
@PaxtonMGray @97thFloor!
Our Links x Ave. DA = Our Link Strength!
Comp Ave. Links x Ave. DA = Comp Link Strength!
Comp Link Strength – Our Link Strength = Gap!
Link Gap Score!
@PaxtonMGray @97thFloor!
Our Links x Ave. DA = Our Link Strength!
Comp Ave. Links x Ave. DA = Comp Link Strength!
Comp Link Strength – Our Link Strength = Gap!
KOB ÷ Gap = Priority Score!
Link Gap Score!
@PaxtonMGray @97thFloor!
Our Links x Ave. DA = Our Link Strength!
Comp Ave. Links x Ave. DA = Comp Link Strength!
Comp Link Strength – Our Link Strength = Gap!
KOB ÷ Gap = Priority Score!
Link Gap Score!
(higher priority score = higher priority in the battle plan)!
@PaxtonMGray @97thFloor!
Link-Building Battle Plan!
5
@PaxtonMGray @97thFloor!
SERP Priority DA Mo 1 Mo 2
Mo 3
Mo 4
SERP PLP 1 13 45 4 3 1 1
SERP PLP 2 5 52 2 2 2 -‐
SERP PLP 3 4 47 3 3 2 1
SERP PLP 4 4 45 4 4 2 1
SERP PLP 5 3 50 -‐ 3 2 1
SERP PLP 6 2 55 -‐ 2 1 1
SERP PLP 7 1 55 2 2 1 -‐
SERP PLP 8 1 50 2 -‐ -‐ 1
SERP PLP 9 1 48 -‐ 2 -‐ 1
SERP PLP 10 0 50 2 3 -‐ 1
SERP PLP 11 0 55 -‐ 1 -‐ -‐
SERP PLP 12 0 62 -‐ -‐ 2 -‐
SERP PLP 13 0 65 -‐ -‐ -‐ 1
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
Client A!
@PaxtonMGray @97thFloor!
Client A!
@PaxtonMGray @97thFloor!
Client A!
Adjusted Internal Linking Structure!
@PaxtonMGray @97thFloor!
Client A!
Adjusted Internal Linking Structure!Organic Traffic Up 74% in 60 Days!
@PaxtonMGray @97thFloor!
Client B!
@PaxtonMGray @97thFloor!
Client B!
@PaxtonMGray @97thFloor!
Client B!
Increased Social Activity Of Ranking URL & Domain!
@PaxtonMGray @97thFloor!
Client B!
Increased Social Activity Of Ranking URL & Domain!Revenue From Increased Organic Traffic Up 17% in 60 Days!
@PaxtonMGray @97thFloor!
Client C!
@PaxtonMGray @97thFloor!
Client C!
@PaxtonMGray @97thFloor!
Client C!
Improved Link/Domain Ratio Through Planned Link Building!
@PaxtonMGray @97thFloor!
Client C!
Improved Link/Domain Ratio Through Planned Link Building!Revenue From Organic Traffic Up 207% in 60 Days!
Over $110,000 Increase!
@PaxtonMGray @97thFloor!
@PaxtonMGray @97thFloor!
Cashing In With Deliberate Research!