Brighton SEO April 2016 - Engagement Rate Optimisation

Engagement Rate
Optimisation
Stephen Kenwright
@stekenwright @Branded_3

80% of B2C marketers
plan to produce more
content in 2016…
regardless of
effectiveness [or] clarity
of success.
Content Marketing Institute
@stekenwright #brightonSEO

73% of SEOs plan to
increase their link
building spend.
Skyrocket Link Building Survey

PageRank
TrustRank Traffic

Domain authority
“Domain Authority is a score (on a 100 point scale)
developed by Moz that predicts how well a
website will rank on search engines. Use Domain
Authority when comparing one site to another or
tracking the “strength” of your website over time.
We calculate this metric by combining all our
other link metrics – linking root domains, number
of total links, MozRank, MozTrust etc. – into a
single score.”

It’s all a
fugazi.

TrustRank

TrustRank patent
“For example, an entity such as a digital camera
expert operating a website devoting a website
devoted to digital cameras, may create an
annotation associating the label “professional
review” with a particular review of a digital camera
on some third party site (e.g., on the site of a news
publication). In addition, the system maintains
information about trust relationships between
entities, such as individual users, indicating
whether (or the degree to which) one entity trusts
another entity.”

Trust raters

Barcelona Principles
Importance of goal setting
and measurement
#1
Effect on the business can
and should be measured
#3
AVEs are not the value of
public relations
#5
Measure outcomes
not outputs
#2
Media measurement requires
quantity and quality
#4
Social media can and should
be measured
#6
Transparency and replicability
are paramount
#7

Traffic#1
Bounce rate#3
Conversions#5
Avg. Time on Page#2
Social shares#4
Link building KPIs:
Onsite
Visibility of target terms#6

# contacts#1
# links#3
# coverage#2
# mentions#4
Link building KPIs:
Offsite

It’s nearly
impossible to earn
links with just good,
unique content.

Link earning
v. The process of adding so much value to a story
that your brand goes from ‘worth talking about’ to
‘worth linking to’.

Choose your stories#1
Create press releases#3
Format data#5
Create a landing page#2
Get comments signed off#4
Planning

76% of journalists
feel pressured for
their stories to get
shared socially.
2015 Edelman Media Forecast

Video / images#1
Localisation#3
Proximity to trending topics#5
Brevity#2
More use of human voice#4
5 ingredients for more
shareable content

Traffic is a typical
KPI for journalists.
Want a big
placement? Offer to
help promote it.

Include the headline
stat in the subject
line of your email.

Pivot tables

Engagement

Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept
2014 2014 2014 2015 2015 2015 2015 2015 2015 2015 2015 2015

An expert opinion needs an author / profile page#1
Survey data needs a full write up / downloadable PDF#2
Creative needs something interactive to click through to#3
What you’re offering
dictates where to link.

What can you offer
to get links to
landing pages?*
*Nothing. Stop trying.

Commercial
Page
What is it? How do I?
Author
page
News
Campaign
page
Content
hubs

Infographics don’t
give journalists a
reason to link.

How to ask
for links

Success rate
(responses,
coverage, links) is
our best metric for
forecasting.

How many journalists / bloggers are we contacting?#1
What’s our typical success rate?#2
What did success look like last time?#3
How to forecast
link building

What do target customers engage with?#1
What value can we add to journalists to be newsworthy?#2
What value can we add to readers to be link worthy?#3
Process
What value can we add to the site to make it rank?#4

T. Hanks

Brighton SEO April 2016 - Engagement Rate Optimisation

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