SEOs often fall into the trap of finding the latest number one ranking factor and then jumping on it until it dies… Long live meta descriptions, anchor text etc… I’m not here to tell you links are dead, but wouldn’t you rather focus on activity that makes you money instead?! This presentation will look at the trends of brands who are winning in content marketing and organic search, and show how you can focus your efforts on driving real business growth, not just SEO metrics.

1. MAKE YOUR CONTENT
MARKETING DRIVE £, NOT LINKS
@kevgibbo
K E V I N G I B B O N S

2. SEOs often fall
into the trap of
finding the latest
number one
ranking factor &
then jumping on it
until it dies...

3. I’ve been doing
SEO since 2003,
every year
looking back &
thinking here’s
yet another new
ranking factor!

4. FOR A
LONG TIME
IT’S BEEN
ABOUT

5. EVERYONE
WANTS
SHORT-
TERM
SUCCESS

6. SHORT-
TERMISM IS
KILLING YOUR
LONG-TERM
IMPACT

7. Think content marketing
strategy, not campaigns.

8. Your reporting
shouldn’t be focused
around what’s easiest
to track, it should be
aligned with your
business objectives

9. When I started in SEO, I learned by
testing, failing, learning & improving…

10. Don’t just
trust what
you read
on blogs!

11. Best results don’t come
from best practice

12. STRATEGY
Forming a clear
plan on how you
can hit your goals
01
Producing content
that stands out &
has a newsworthy
hook.
02
CREATIVITY
PROMOTION
Digital PR outreach
to get publishers
excited.
03

13. Don’t just work in silos and
hope it will all come together
Content teamSEO team PR team

14. We ran a number of successful content
marketing campaigns in the past,
generating 150+ authority publisher links...

15. We identified car
hire as a key
opportunity for
Expedia to improve
their organic search
performance.

16. ▪ What we did: built a set of 3,000
target opportunity keywords,
optimised 650 pieces of existing on-
site content and produced 75 new
pieces of content + securing
authority digital PR coverage with
creative content marketing
campaigns.
Sometimes you need
less links than you think,
you just need to focus on
the real business goal.
19%
Increase in
Organic Traffic
38%
Increase in
Organic Revenue

17. To grow,
whether in
business, life
or SEO…

18. Lessons
Innovation
Hard work
Determination
Failures
Success
the end result
Journey
How it happened

19. HierarchyofKPIs
Strategy
On-site SEO & Content Strategy
Rankings
£
Traffic
Digital PR Coverage
What does success look like?

20. winni
YOU’RE
ng OR
CATCH SOMEONE
T R Y I N G T O

21. It needs a clear strategy
What is your
position in the
market?
Who are
the main
competitors?
Who's winning
/ why are they
winning?
What keywords /
topics are driving
organic traffic ?
What type of
content are
competitors
creating?
What are the
top publishers
/ PR topics in
your niche?

22. You can work backwards
in terms of identifying
the opportunity,
forecasting the potential
value of growth and
building a clear plan on
where you are going to
take market share from...

23. Understanding the
key reasons people
are winning to build
into your approach

24. PRIORITISE BY VALUE, &
ATTACK IT FROM ALL ANGLES

25. You need to
put the
customer
first.

26. How does
your content
marketing fit
into the user
journey?

27. Awareness Consideration Conversion

28. SEO
opportunity
PR
newsworthy
angle
Brand fit
CONTENT
SWEET
SPOT

29. Trying to build links to a
domain might improve
organic performance, but
for large sites it’s difficult
to measure the impact.
70%
Organic Traffic

31. Brand
Larger reach
of publishersBuild awareness by
telling your brand’s
story online - topical
relevance is hugely
important.

32. Building coverage back to
specific target URLs to
influence keyword groups,
categories and products
that make you money.
Niche ideasTactical

33. Here are
the key
points!
Following
best
practice
only gets
you so far.
01 02
Trying to
catch
competitors
means you’ll
likely close
the gap
03
To truly
become
market leaders,
you need to put
your customers
first and build a
brand

34. Your brand is the single most
important investment you can
make in your business”
STEVE FORBES

35. THANK YOU
FOR LISTENING
K E V I N G I B B O N S
kgibbons@resignal.com
www. resignal.com
@kevgibbo