Looking to boost rankings of key product pages, while also driving secondary KPIs? Hoping to get your products on the first page of Google? In this webinar, we’ll show you a full-funnel approach to drive product page rankings, using a mix of link building and SEO content marketing. You’ll learn how to: - Grow product page rankings after technical & on-page SEO are solid. - Connect content marketing & link building to product-level SEO KPIs. - Link high-intent keyword content & linkable content for higher SERP rankings. Watch Kimberly Brown, Cory Collins and Nick Katseanes, of Page One Power, as they share innovative ways to combine link building and content creation for stronger SEO campaigns.

3. Who are we?
Cory Collins - Business Development Manager, 11 years.
Nick Katseanes - Sales Manager, 10 years.
Kimberly Landon Brown - Content Manager, 10 years.

4. We all want the same thing.
More revenue from search.
How?
Product keywords and qualified traffic.

5. We’re hyper-focused on improving
important product, service, and
solution keywords.
Our work has to tie back to a
business result.

6. Our Process To Build A Funnel
1. Find existing link opportunities.
2. Review content for relevance, rankings, links.
3. Create mid-funnel content for high-intent keywords.
4. Create top-funnel content for links.
5. Build links and inter-link the funnel.
6. Measure impact, KPIs, and performance.

7. Let’s put that into practice (they’re not a client)

8. Domain performance (Semrush)

9. Largely due to branded traffic

11. Product page rankings. Losing ground.

12. Taking it to Excel

13. The category page is ranking

14. Almost no content

15. Step One: Existing Link
Opportunity

16. Existing link opportunity: Brand Mentions
https://www.bxtimes.com/jbl
-audio-teams-up-with-ny-ath
letes-to-donate-headphones-
to-bronx-kids-in-need/

17. Existing link opportunity: Brand Mentions
https://www.su.edu/blog/20
21/10/08/shenandoah-espor
ts-student-receives-prestigio
us-grant/

18. Existing link opportunity: Brand Mentions
This will be limited opportunity. Most are affiliates and resellers.
● https://www.cnn.com/cnn-underscored/reviews/jbl-quantum-100
● https://gamerant.com/get-jbl-quantum-200-gaming-headset-for-33-off/
● https://www.dexerto.com/tech/jbl-quantum-tws-air-review-combining-quality-and-conv
enience-2139243/
● https://basic-tutorials.com/reviews/peripherals/jbl-quantum-910/
● https://www.slashgear.com/1275878/jbl-quantum-910x-review-xbox-gaming-headset-
with-spatial-sound-a-few-small-issues/
● https://www.techradar.com/reviews/jbl-quantum-stream-review

19. Existing link opportunity: Recycling

20. Existing link opportunity: Sustainability reports

21. Step Two: Review Existing
Content

22. Reviewing existing content
● 6 blog posts
● No real rankings or
traffic
● None related to
wireless
headphones

23. Almost no content

24. Step Three: Mid-funnel
Content for High-intent
Keywords

25. Identifying high-intent keywords -
Mid Funnel
Common categories:
● Use cases
● Customer questions, concerns
● Feature understanding
● Defining jargon, terms, and beginner information.

26. Identifying high-intent keywords -
Mid Funnel
Difficult to win (because bias):
● Best product
● Product review
● Comparison (my product vs. competitor)

27. Wireless headphone content ideas - Mid Funnel

28. High-intent Keywords

30. Step Four: Linkable Content
for Relevant Topics

31. Identifying linkable content - Top
Funnel
The most important question to answer:
Why would another website be willing to link to my page?
Hint: it has to have value to *their* audience!

32. Examples
Audience-focused (non-advertorial):
● Resources for the hearing-impaired.
● A guide to recycling electronics.
● Important safety equipment for runners.
● Tips to minimize anxiety while traveling for business

33. Step Five: Build Links

34. Building links
Top-funnel content is crafted specifically to serve as a bridge
from your mid-funnel and bottom-funnel (product) pages.
Build a list of sites that should be interested in linking.
Promote, promote, and promote some more.
Track emails, responses, and links. Refine based on initial
response.

35. Building links
Example: A guide
to recycling
electronics.
https://shipshape
.solutions/donati
on-and-recycling-
resources/

36. Building links
Example: A guide
to recycling
electronics.
https://www.leap
bio.org/resources
/web-links

37. Building links
Example: A guide
to recycling
electronics.
https://www.pass
a.ca/green-projec
ts/green-building
-links/

39. Don’t forget internal links to connect
it all!
Your product, category, service, or solutions page is the
bottom of your funnel. It’s ultimately what will bring you
customers.
You want your top-funnel, mid-funnel, and bottom-funnel all
inter-linked.

41. Reportage: Funneling Understanding
Narrative is important: it’s why we use the term funnel.
Clients, decision makers, managers, VPs, C-suite. They need to
understand not just the technical work, but the narrative
behind the work.
Setting proper KPI expectations is essential

42. Reportage - KPIs
Traditional KPIs - Leading Metrics:
1. Product term ranking improvement (primary goal).
2. New high-intent keyword rankings.
3. Organic traffic growth.
4. New links, relationships, wins.
These metrics indicate progress toward the goal of
increasing revenue

43. Reportage tracks the success, but it
needs to tie back to business value.
Reporting on Leading KPIs is only the first step.
Second step: Tie work back to business value with Lagging
Metrics that focus on output:
1. Clicks
2. Webforms
3. Qualified leads
4. Conversions >>> Revenue

44. Thank you!
Q&A