Eric Enge - “Why Content’s Effectiveness Is Now A Ranking Factor and How To Measure It”
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Transcript of Eric Enge - “Why Content’s Effectiveness Is Now A Ranking Factor and How To Measure It”
Eric Enge @stonetemple / +Eric Enge Stonetemple.comContent Effectiveness as a Ranking Factor
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Who Am I?Columnist & Contributor
CEO & Founder
50+ person Digital Marketing and SEO agency
Lead Co-Author
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Who Am I?
1984 World Champion – Goalie War
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Background
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
What Percentage of Users Do You Satisfy?
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
What if Your Percentage is Lower Than the Competition?
Eric Enge @stonetemple / +Eric Enge Stonetemple.com7
Think About Task Completion
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
A Sample Query Session (Source: Bing)
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
From Rand Fishkin’s Mozcon Keynote June 2015
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Server Side Delays Test – Google and Bing
Strong Correlation Between Satisfaction and Revenue
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Biggest Threats to Google
Eric Enge @stonetemple / +Eric Enge Stonetemple.com12
May Not Be The Experience They Are Looking For
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Short Click
User Clicks on This Result
Then Bounces
Back to the SERPs a
Short Time Later
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Long Click
User Clicks on This Result
Then Bounces
Back to the SERPs a
Long Time Later
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
User Clicks on This Result
Then Bounces Back to the SERPs a Short Time
Later
Then Clicks on This
Result and Doesn’t Return
Pogosticking
Eric Enge @stonetemple / +Eric Enge Stonetemple.com16
Eric Enge @stonetemple / +Eric Enge Stonetemple.com17
Driving Customer Satisfaction Has Many Implications
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Analysis of a Page
Eric Enge @stonetemple / +Eric Enge Stonetemple.com20
Let’s Pick This One, Since Google Ranks it #1
Eric Enge @stonetemple / +Eric Enge Stonetemple.com21
Eric Enge @stonetemple / +Eric Enge Stonetemple.com22
A Strong Brand Helps a Lot!
Eric Enge @stonetemple / +Eric Enge Stonetemple.com23
Help Users Pick a Type
Free Delivery Offer
Financing
Eric Enge @stonetemple / +Eric Enge Stonetemple.com24
Shipping Options
Eric Enge @stonetemple / +Eric Enge Stonetemple.com25
Immediate Pick Up
Eric Enge @stonetemple / +Eric Enge Stonetemple.com26
Broader Category
Common Refinements
Related Categories
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
How Do You Do the Analysis?
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Define What Your Pages are About
Don’t Forget About “Task Completion”
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Identify the Customer Needs the Pages Should Satisfy
Brainstorm With Your Internal
Team
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Talk to Customers and Prospects For More Input
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
It May Seem Like Cheating, But …
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Semantic Content Analysis
What Do The Phrases On the Page Tell us About That Page?
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
The Concept of Term Frequency
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
What Term Frequency Tells Us
Which Key Phrase Carries the Most Weight
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
How Term Frequency Differs from Keyword Density
Keyword Density
• Simple count of phrases on page• 10 instances are 10 times more important than 1 instance
Term Frequency
• Also counts phrases on a page• But dampens count so that 10 instances is only 2 times more important than 1 instance
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
The Concept of Inverse Document Frequency
Total Number of Documents
Number of Documents That Use a Given Term
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
What Inverse Document Frequency Tells Us
What Makes Your Page Unique
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Invest in Usability and Design
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
AttentionWizard.com
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Get User Feedback on Your Pages
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Measure Levels of Engagement
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
From Rand Fishkin’s Mozcon Keynote June 2015
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Perform A/B Split Testing
Eric Enge @stonetemple / +Eric Enge Stonetemple.com
Thank You!
Eric [email protected]: @stonetempleGoogle Plus: +Eric Enge(508) 879-0950http://www.stonetemple.com