Content Effectiveness Optimization - Ungagged 2016
Transcript of Content Effectiveness Optimization - Ungagged 2016
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Eric Enge @stonetemple / +Eric Enge
Content Effectiveness Optimization
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Eric Enge @stonetemple / +Eric Enge
Stone Temple ConsultingERIC ENGE, CEO
NOTABLE SPEAKER, BOOK AUTHOR & ENTREPRENEUR 2016 US Search Awards 2016 Search Personality of the Year
2016 Landys Search Marketer of the Year
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Nationalselfrelianceassociation.com
Eric Enge – Fun Fact 1
October 2010
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Eric Enge – Fun Fact 2
ntier.org
February 2011
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STC-OPTIMIZED URLs OTHER PAGES STC DID NOT TOUCH
Prior to Optimization
After Optimization Change Prior to
OptimizationAfter
Optimization Change
Branded KW 420,494 436,465 4% 4,504,861 3,382,902 -25%
Non-Branded KW
12,664 21,216 68% 82,228 73,536 -11%
11% Pages without STC SEO-optimized text
68%50 pages with STC SEO-optimized text for non-branded keywords
Impact of Optimizing On-Page ContentOn a Large Scale E-Commerce Site
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Why Does Google Care About the Quality of Your
Content?
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Server Side Delays Test – Google and Bing
Strong Correlation Between Satisfaction and Revenue
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Google Dropped from 64.4% to 64%
Bing Grew from 32.8% to 33.6%
% Market Share
Change for Google and Bing Over 12 Months
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How Monopolies Fall From
Grace
“You Can Dominate That Market if You Want to, But No One Does
That Anymore”
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Amazon is the Most Popular Place to Start Product Searches
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Source: Chartbeat
Facebook Rising
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Messaging Apps Used By Billions
Worldwide
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SMS Texting Remains Huge
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Personal Assistants on the Rise
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She Has Options
Texting
Siri
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The “Hyper-Connected”
Escalate the Need
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Expect High Quality, and Lots of Choices …
Because Accessing All Their Choices is Easier Than its Ever Been
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Look for Engagement (or Entertainment) …
Because There are so Many Available Channels and Progressive Brands Offering it
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Require Authenticity…
Because There are so Many Ways That Inauthentic Behavior Can Get Exposed
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Impatient …
Because There are Others that Will Provide a Faster Response
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Short Attention Span …
Because Other Enticing Things are Awaiting Their Attention
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Background
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Background
Best Practices
1
Analysis of a Page
3
Content Effectiveness Optimization
2
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What Percentage of Users Do You Satisfy?
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What if Your Percentage is Lower Than the Competition?
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A Sample Query Session (Source: Bing)
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May Not Be The
Experience They Are
Looking For
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Think Instead About Task Completion
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What Does This Impact?
On-Page Copy
Related Products Shown on Page
Links to Other Related Products
Shipping Options, Ordering Options, …
Links Supporting Content
About Us, Contact Us, Privacy Policies
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Analysis of a Page
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Let’s Pick This One, Since Google Ranks it #1
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A Strong Brand Helps a Lot!
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Help Users Pick a Type
Free Delivery Offer
Financing
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Shipping Options
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Immediate Pick Up
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Broader Category
Common Refinements
Related Categories
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Improving Content Quality: Simple
Competitive Analysis
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Define What Your Pages are About
Don’t Forget About “Task Completion”
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Identify the Customer Needs the Pages Should Satisfy
Brainstorm With Your Internal
Team
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Talk to Customers and Prospects For More Input
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Invest in Usability and Design
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AttentionWizard.com
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Get User Feedback on Your Pages
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Measure Levels of Engagement
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From Rand Fishkin’s Mozcon Keynote June 2015
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Perform A/B Split Testing
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Improving Content Quality: Advanced Technical Analysis
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Term Frequency – Inverse Document Frequency
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What is TF (Term Frequency)?
How Often Does the Word “Coach” Appear?
5 Times in 581 Words
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Normal Frequency is More Like 5 in 330,000 Words
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The Math for Term Frequency
These are What Make TF Different Than Keyword Density
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What Term Frequency Tells Us
Which Key Phrases Carry the Most Weight on a Page
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What is IDF (Inverse Document Frequency)?
Frequency of “basket”
Frequency of “basketball
player”
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The Concept of Inverse Document Frequency
Total Number of Documents
Number of Documents That Use a Given Term
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What Inverse Document Frequency Tells Us
What Makes Your Page Unique
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Why Look at TFIDF?
Because It’s a Core Search Concept. From an August 2014 Post by Google:
“This is the idea of the famous TFIDF, long used to index web pages.”
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It May Seem Like Cheating, But Use TFIDF to …
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Example 1 – Annuals
What’s Missing?
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Example 1 – Annuals
People Who Are Looking for Annuals May Also Want Perennials
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Example 2 – Business Loans
What’s Missing?
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Example 2 – Business Loans
People Who Are Looking for Business Loans Want to Know the Interest Rate
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A Detailed Process
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http://stonet.co/TFSpread
Get The Spreadsheet You Need Here
This includes all the TFIDF Formulas
Warning: Will Download a Spreadsheet to Your Computer
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Pull in the Keyword Density Data for
the Top 5 (or 10)
Results
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Load Keyword Data into the Spreadsheet
You Only Need to Fill in the
Yellow Columns, the Rest is Automatic
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When You Collect the Data it Will Look Like This at First
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Copy All the Keywords Over Into One Column
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Select the Column and Then Remove the Duplicates
1 2
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Now Use VLOOKUP to Match Up the Data
1. Takes This Word 2. Finds the Matching Word in Column I
3. Copies the Value Over Here
VLOOKUP(A3,I:J,2,FALSE)
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When You’re Done it Will Look Like This
Grab This Data to Copy Over
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Load Keyword Data into the Spreadsheet
Copy The Data Here: You Only Need to Fill in
the Yellow Columns, the
Rest is Automatic
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Focus on The Phrases on Most of the Ranking Sites
If it’s on Most of the
Competing Sites, Should it be on Yours?
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See How You Are Doing on Those Phrases
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You Can Also Look at TF Ratios
A Ratio Below 0.9 is May Be a Potential Concern
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STC-OPTIMIZED URLs OTHER PAGES STC DID NOT TOUCH
Prior to Optimization
After Optimization Change Prior to
OptimizationAfter
Optimization Change
Branded KW 420,494 436,465 4% 4,504,861 3,382,902 -25%
Non-Branded KW
12,664 21,216 68% 82,228 73,536 -11%
11% Pages without STC SEO-optimized text
68%50 pages with STC SEO-optimized text for non-branded keywords
Impact of Optimizing On-Page ContentOn a Large Scale E-Commerce Site
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Design for User Satisfaction
Think About Task Completion
Measure Satisfaction Levels
Examine Competitor Pages for Ideas
Use TFIDF Analysis to Get Google’s Indirect Help
Short Summary
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Eric Enge @stonetemple / +Eric Enge
Eric [email protected]
@stonetemple+Eric Enge
(508) 962-8474www.stonetemple.com
Thank You!