Modern SEO has been transformed by a number of factors including topics, content quality and brand weight. Adam proposes a new workflow for SEO-Content-Social team collaboration and gives examples of how it can be supported by TrackMaven.

1. TrackMaven
Supercharging Your SEO Strategy With
TrackMaven
Spark 2016
Adam Monago
VP Product Marketing
@adammonago

2. Goals of the Session
Understanding of the most important
changes in modern SEO: Topics,
Quality and Brand
A workflow for SEO-Content-Social
team collaboration.
Applying this workflow with
TrackMaven.

3. TrackMaven
Search Matters
‣ Showing up at the top of search results is
critical to meet the intent of any buyer or
influencer.
‣ Number of search platforms is increasing.
SEO

4. Common Workflows
‣ Start with your primary
keywords
‣ Put them into Google
Keyword Planner for other
suggestions
‣ Rate them on difficulty and
search volume potential
‣ Hand to your content team
to generate content ideas
‣ Measure rankings
‣ Rinse/Repeat
‣ You start by researching the
content that you think is
most impactful for your
audience
‣ You research, write and
develop the content
‣ You ask SEO to optimize the
content
‣ Wait for SEO
recommendations to be
applied
‣ Measure rankings
‣ Rinse/Repeat
OR
SEO
Keyword Oriented Content Oriented

5. What kind of SEO
workflow do you have
in your organization?
SEO

6. SEO Is Being Transformed
by 3 Major Forces
1. Topics over keywords
2.Content quality over links
3.Rising importance of “Brand”
SEO

7. TrackMaven
Topics Over Keywords
SEO

8. TrackMaven
Topics Over KeywordsSEO

9. TrackMaven
10x Content: Quality Over Links
SEO
What is the UX like? How detailed/thorough
is each result?
Do the results provide any
new, unique information?
What is missing from each?
What is the quality of
writing in the articles?
What kind of visuals
are provided?

10. TrackMaven
10x Content: Quality Over Links
SEO

11. TrackMaven
The Weight of Your Brand
‣ Social Signals In Addition to Domain
‣ Indexing of social content
‣ Co-Occurrence
‣ How often your brand name and key terms appear
together on different domains around the web
‣ Panda patent
‣ Search engines use co-occurrence to generate
similar results when, in the future, comparable
queries are made without the mention of the brand
SEO

12. Putting a Shared Workflow Into Practice
Activity Which Role Owns? Key Outputs
Competitive Analysis Content
‣ Competitive Brand List
‣ Identify key channels
‣ Inventory of the types of
content people are reading
and responding to
Topic and Keyword Research SEO
‣ Prioritized topics for content
strategy
‣ Keyword list
Content Development Content
‣ Prioritized content plan
‣ Content calendar
Distribution and
Measurement
Social
‣ Content distribution strategy
‣ Ongoing monitoring of topics
and competitors for most
engaging content
Workflow

13. Applying it in TrackMaven
Apply
Research
Brand List
Related Keywords
Analyze and Tag
Set Saved Views
Set Autotags

14. TrackMaven
Build and Start Tracking Your Brand
List
Your Competitors Industry Influencers 10x Content
Apply
Benchmark Brand

15. TrackMaven
Build Your Related Keyword List
for Your TopicApply

16. How do you do keyword
or topical research?
Apply

17. TrackMaven
Use the Content Feed to Analyze and Tag
Competitors Content for Your Topic
‣ Filter content feed using tags
inspired by your topical research
Apply

18. TrackMaven
Save Views to Support Workflows
‣ Save views to support workflows
between the SEO, Content and Social
team members.
Apply

19. TrackMaven
Monitor Ongoing Content
‣ Create an auto-tag rule using your
related keywords.
Apply

20. Applying it in TrackMaven
Apply
Measure
Domain Authority
External Links
Brand Mentions

21. TrackMaven
Regularly Monitor Domain Authority
‣ A metric that does not change
frequently, but still a leading indicator
that good (or bad) things are
happening.
Apply

22. TrackMaven
Regularly Monitor External Links
‣ Links still matter for ranking.
TrackMaven provides you an easy
way to monitor changes in this critical
metric.
Apply

23. TrackMaven
Regularly Monitor Brand Mentions
‣ How are our efforts translating into
quantitative signals about our brand
health?
Apply

24. Applying it in TrackMaven
Apply
Research
Brand List
Related Keywords
Analyze and Tag
Set Saved Views
Set Autotags
Measure
Domain Authority
External Links
Brand Mentions

25. LET’S TALK
VP Product Marketing
adam@trackmaven.com
Adam Monago
+1 973-202-8617
@adammonago
THANK YOU