Branded3 Director of Search Stephen Kenwright explores 'Engagement Rate Optimisation' in his presentation from Brighton SEO April 2016.

1. Engagement Rate
Optimisation
Stephen Kenwright
@stekenwright @Branded_3

2. @stekenwright #brightonSEO

3. 80% of B2C marketers
plan to produce more
content in 2016…
regardless of
effectiveness [or] clarity
of success.
Content Marketing Institute
@stekenwright #brightonSEO

4. 73% of SEOs plan to
increase their link
building spend.
Skyrocket Link Building Survey
@stekenwright #brightonSEO

5. PageRank
TrustRank Traffic
@stekenwright #brightonSEO

6. 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.”
@stekenwright #brightonSEO

7. @stekenwright #brightonSEO

8. @stekenwright #brightonSEO
It’s all a
fugazi.

9. @stekenwright #brightonSEO
TrustRank

10. 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.”
@stekenwright #brightonSEO

11. Trust raters
@stekenwright #brightonSEO

12. @stekenwright #brightonSEO
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

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

14. @stekenwright #brightonSEO
# contacts#1
# links#3
# coverage#2
# mentions#4
Link building KPIs:
Offsite

15. It’s nearly
impossible to earn
links with just good,
unique content.
@stekenwright #brightonSEO

16. 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’.
@stekenwright #brightonSEO

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

18. 76% of journalists
feel pressured for
their stories to get
shared socially.
2015 Edelman Media Forecast
@stekenwright #brightonSEO

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

20. Traffic is a typical
KPI for journalists.
Want a big
placement? Offer to
help promote it.
@stekenwright #brightonSEO

21. Include the headline
stat in the subject
line of your email.
@stekenwright #brightonSEO

22. @stekenwright #brightonSEO
Pivot tables

23. @stekenwright #brightonSEO

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Engagement

26. Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept
2014 2014 2014 2015 2015 2015 2015 2015 2015 2015 2015 2015
@stekenwright #brightonSEO

27. @stekenwright #brightonSEO
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.

28. What can you offer
to get links to
landing pages?*
*Nothing. Stop trying.
@stekenwright #brightonSEO

29. Commercial
Page
What is it? How do I?
Author
page
News
Campaign
page
Content
hubs
@stekenwright #brightonSEO

30. Infographics don’t
give journalists a
reason to link.
@stekenwright #brightonSEO

31. How to ask
for links
@stekenwright #brightonSEO

32. Success rate
(responses,
coverage, links) is
our best metric for
forecasting.
@stekenwright #brightonSEO

33. @stekenwright #brightonSEO
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

34. @stekenwright #brightonSEO
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

35. T. Hanks
@stekenwright #brightonSEO