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)