Laurens‘ Inbound Marketing Lounge #7: Content Marketing KPIs – What’s Important For SEO?

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In our new and exclusive linkbird blog column Laurens Mauquoi, Head of SEO and eCRM at the loan comparison site smava, talks about his own daily business routine as in-house SEO as well as the routine of his colleagues, partners, and friends.

Laurens Mauquoi's Inbound Marketing Lounge

Find all articles of the blog series here:

Laurens’ Inbound Marketing Lounge #1: When to Do Content Marketing In-house?
Laurens’ Inbound Marketing Lounge #2: How to Build A Successful Content Marketing Team
Laurens’ Inbound Marketing Lounge #3: How to Find the Right Content Formats for Any Industry
Laurens’ Inbound Marketing Lounge #4: Link Building & Marketing Perfectly Complement Each Other
Laurens’ Inbound Marketing Lounge #5: Content Marketing Campaigns: 3 Best Practice Examples
Laurens’ Inbound Marketing Lounge #6: How to Perfectly Combine SEO, Content & Online PR
Content Marketing is a buzzword. – Everyone talks about it, only few actually do it! Most of the time the problem is the measurement of success. In this article I’ll show you which KPIs are really relevant in Content Marketing.

When the goal still consists of links

Content Marketing is more than just SEO! The car rental SIXT likes to provoke with striking banner advertisement at airports. This also is Content Marketing! It’s just a question of definition.

However, for most people the main goal of Content Marketing campaigns is still generating links. If that’s the case, besides the quantity of links, there are yet numerous other KPIs you should have on your radar.
Sixt Commercial



DomainPop – It’s all about the numbers

Successful campaigns are not only linked regularly but first and foremost they are linked to by many different webmasters.

For search engines DomainPop is an important indicator of quality. That’s due to the fact that it is more difficult for SEOs to manipulate DomainPop than it is to manipulate the pure number of links. The general idea is: It is way easier to convince a webmaster to link to you a 100 times than to find 100 webmasters who will just link to you once.

This deliberation is towards user experience. If your content is relevant for lots of people, it has to be good.

Domain Authority – Is your content news-worthy?

SEOs know this: Not every domain is the same! Of course it is always great when smaller bloggers are also interested in your ideas. But it’s a clear signal when a news desk incorporates your topics: Your content is news-worthy!

My team at smava created a dynamic infographic on the topic “the euro zone’s debts”. This graphic shows an automatically updated debt ticker, which allows users to track the member states’ indebtedness in real time.

At first you could think that only a few experts deal with a somewhat nerdy topic such as “national debt”. But when our infographic was featured by we realized: This topic affects people.
Created by smava

The relevance of a topic – You want a fanbase!

Google thinks in clusters. The more websites in your field refer to you, the more relevant you are for your topic. If you sell coffee machines, not only comparison portals should talk about you, but also food blogs, coffee-aficionados and lifestyle-junkies. Because let’s be honest: How many people do we know who wake up in the morning thinking: “Today I will test a coffee machine!”

Pages which are relevant to your topic strengthen you in two ways: On the one hand they support you with link power. On the other hand they make you noticeable for potential clients.

In the context of Content Marketing this means topic relevancy is the most important KPI to find out if your campaign has real added value for your target group.

The not-KPI or the difference to link building

Even if some people claim this: Content Marketing is not a synonym for link building. If you truly do Content Marketing, you won’t be interested in anchor-texts and link prices.

The ones who don’t pay for links but instead provide their best content to the community, will be automatically linked to. The anchor-texts are then not just organic, but also always different. With that said you will be on the safe side with Google!

In the introduction the example of SIXT has shown us: Content Marketing can be much more than just link building. In my next post I will talk about which KPIs you should consider if there are no links involved.

Here’s a good example for a content marketing campaign:

Qualitative link building via target group specific content strategies!

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Laurens Mauquoi

Laurens Mauquoi

Laurens Mauquoi is Head of SEO und eCRM at the loan comparison site smava. In his spare time he loves to blog about wine and travels.

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