PubCon 2016 Jordan Koene

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THE ART OF CONTENT AND DATAUSING EMOTIONAL CONTENT TRIGGERS

INSIGHT, EXAMPLES AND LEARNINGS TO IN USING DATA IN THE CONTENT JOUNRY.


• Leads Professional Services and Client Success teams as VP Services at Searchmetrics, Inc.

• Previously Head of Content and Content Development at eBay, SEO Manager at Announce Media (previously Answers.com)

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Jordan KoeneVP Services, Searchmetrics

Photo Credit: Provided by the speaker

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Screenshot: Provided by the speaker

What makes this important?

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Why this matters

Bankruptcy


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Why this matters


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What is missing?

• We add content!• We have great design! • We do the fundamentals of SEO!• We are NOT growing!


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DATAPhoto Credit: Shutterstock.com

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Ignite yourContentMaking content great again!


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Photo Credit: Shutterstock.comScreenshot: Provided by the speaker

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Expand your reachBoost traffic by identifying & reaching expanded audiences not currently in your range of targets (but still relevant)


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Rankings Factors Seek Peek Our 2016 rankings factors and a few extras!

RANKING FACTORS 2016 – SEARCHMETRICScoming in November…

26

You put water into a cup, and it becomes the cup.You put water into a bottle, it becomes the bottle.You put water into a tea pot, it becomes the tea pot.

Be Formless.Shapeless.Like water.

Water can flow. Or it can crash.

Be water, my friend.

The 2016 Ranking Factors have evolved , they are formless, shapeless and they

adapt to the object. Just like water that changes it shape when you put it into a

cup, bottle or teapot; Ranking Factors can and must be shaped into a specific

industry.

Different Industries, Different Ranking Factors

Health E-‐ Commerce Finance

User Intention

Spender Backpacker Intellectual

User Experience....is also very relevant. That means, the user

needs to feel happy with the result

Feel safe, use HTTPS.Whether you're booking tickets, buying clothes or purchasing items

from an auction site, shop safely and securely online using HTTPS.

Relevant Media

VideoImagesPollsEtc.

Structured Content.Paragraphs

Listst

Bullet

Readable

Consumeable

There are still factors that every industry should follow in order to have success.

But today that is not enough. Thanks to new algorithms, combined with machine learning and its capacity to analyze

websites, content has became the key to success.

The quality, relevance and uniqueness of your content is understood and judged by Google, and in the cases which

they find you relevant the reward is significant.


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Content Structure

Content-Relevancecan be analyzed by structure

AND

It actually has thehighest impact on rankings


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Content Relevance Factor*NEW Factor 2016

Landing Page

XXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXX

Image

Image

XXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXKEYWORDX

XXXXXXXXXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXKEYWORDXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

search query

Relevance of content without keywords to search query

Remove keywords from text

search query = keyword

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0.10.110.120.130.140.150.160.170.180.19

1 3 5 7 9 11 13 15 17 19

Desktop

Content Relevance Factor

𝜌 #$%&'() = 0.04

*NEW Factor 2016


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Thank You!Jordan KoeneVP Services at Searchmetrics

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PubCon 2016 Jordan Koene

Technology

Transcript of PubCon 2016 Jordan Koene