Measuring Content Marketing - Branded3 & Sky at #FigDigConf
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Measuring Content Marketing Stephen Kenwright Director of Search at Branded3 Jack Cornwall Senior SEO Specialist at Sky
Transcript of Measuring Content Marketing - Branded3 & Sky at #FigDigConf
Measuring Content MarketingStephen Kenwright Director of Search at Branded3
Jack Cornwall Senior SEO Specialist at Sky
“~80% of B2C marketers plan to produce more content in 2016…regardless of effectiveness
[or] clarity of success.”
Source: Content Marketing Institute
Export a crawl
Screaming Frog SEO Spider (£99/year)
screamingfrog.co.uk/seo-spider/
seerinteractive.com/blog/screaming-frog-guide
Export from Analytics
Behavior > Site Content > All Pages(Remember to change date range!)
Export to .csv and copy into workbook (new sheet)
=VLOOKUP
Bounce Rate
Page Views
Bounce rate improved by 31%Average Time on Site
Bounce rate improved by 31%Conversions
£
It really doesn’t help you if old posts have social shares
Twitter has turned off share counts in its buttons anyway
It’s nearly impossible to earn links without link building
Add columns to ExcelKeep Needs Rewrite Issues Actions
Y Y Poor copy Rewrite copy
Y Y Poor copy under tabs Rewrite copy under tabs
Y N
Y N No quotes from senior team Add 2 quotes
Y N
Y N
Y N
Y Y Copy is shorter than other pages / no quotes from senior team Extend copy / Add 2 quotes
N N
N N
N N Add paragraph breaks
N N Similar page already exists 301
Y N
Y Y Language too colloquial Formalise copy
Y N
N N
Y Y Thin content Provide additional information about the link
Y Y Irrelevant copy Move copy to relevant page / create new copy
Y N Copy is too dense Create additional paragraph breaks
N N Doorway page 301
ColumnsMust have:• Title 1 (Title tag) Screaming Frog
• URL Screaming Frog
• Status Code Screaming Frog
• Canonical Link Element 1 Screaming Frog
• Pageviews Analytics
• Avg. Time on Page Analytics
• Bounce Rate Analytics
Nice to have:• Title 1 Length Screaming Frog
• Title 1 Pixel Width Screaming Frog
• Meta Description Screaming Frog
• Meta Robots Screaming Frog
• Word Count Screaming Frog
• Backlinks Open Site Explorer / Ahrefs / Webmaster Tools
Indexation
How to find out:site:search
Duplication
Duplicate meta data
Aggregated pages
Disclaimers
Use 301 redirects to get rid of old content, not 404 response codes
The fold
Top heavy
Cite your sources
Trust signals
Contact information / address clearly displayed on the page
About Us (not just for conversions – Panda too)
Author name / photo
0.00%
5.00%
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25.00%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Desktop click through rate
0
50,000
100,000
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200,000
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300,000
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
Google Organic Est. Non-Brand Horizon Traffic Index
Non-brand keyword traffic
UK Travel Insurance Industry: April 2015
UK Travel Insurance Industry: May 2015
How does this work
How does this not work• A page ranking for too many keywords• The wrong pages ranking
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