Content Effectiveness Optimization - Ungagged 2016

Eric Enge @stonetemple / +Eric Enge

Content Effectiveness Optimization


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


Nationalselfrelianceassociation.com

Eric Enge – Fun Fact 1

October 2010


Eric Enge – Fun Fact 2

ntier.org

February 2011


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


Why Does Google Care About the Quality of Your

Content?


Server Side Delays Test – Google and Bing

Strong Correlation Between Satisfaction and Revenue


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


How Monopolies Fall From

Grace

“You Can Dominate That Market if You Want to, But No One Does

That Anymore”


Amazon is the Most Popular Place to Start Product Searches


Source: Chartbeat

Facebook Rising


Messaging Apps Used By Billions

Worldwide


SMS Texting Remains Huge


Personal Assistants on the Rise


She Has Options

Texting

Facebook

Siri


The “Hyper-Connected”

Escalate the Need


Expect High Quality, and Lots of Choices …

Because Accessing All Their Choices is Easier Than its Ever Been


Look for Engagement (or Entertainment) …

Because There are so Many Available Channels and Progressive Brands Offering it


Require Authenticity…

Because There are so Many Ways That Inauthentic Behavior Can Get Exposed


Impatient …

Because There are Others that Will Provide a Faster Response


Short Attention Span …

Because Other Enticing Things are Awaiting Their Attention


Background


Background

Best Practices

1

Analysis of a Page

3

Content Effectiveness Optimization

2


What Percentage of Users Do You Satisfy?


What if Your Percentage is Lower Than the Competition?


A Sample Query Session (Source: Bing)

Eric Enge @stonetemple / +Eric Enge 29

May Not Be The

Experience They Are

Looking For


Think Instead About Task Completion


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


Analysis of a Page


Let’s Pick This One, Since Google Ranks it #1


A Strong Brand Helps a Lot!


Help Users Pick a Type

Free Delivery Offer

Financing


Shipping Options


Immediate Pick Up


Broader Category

Common Refinements

Related Categories


Improving Content Quality: Simple

Competitive Analysis


Define What Your Pages are About

Don’t Forget About “Task Completion”


Identify the Customer Needs the Pages Should Satisfy

Brainstorm With Your Internal

Team


Talk to Customers and Prospects For More Input


Invest in Usability and Design


AttentionWizard.com


Get User Feedback on Your Pages


Measure Levels of Engagement


From Rand Fishkin’s Mozcon Keynote June 2015


Perform A/B Split Testing


Improving Content Quality: Advanced Technical Analysis


Term Frequency – Inverse Document Frequency


What is TF (Term Frequency)?

How Often Does the Word “Coach” Appear?

5 Times in 581 Words


Normal Frequency is More Like 5 in 330,000 Words


The Math for Term Frequency

These are What Make TF Different Than Keyword Density


What Term Frequency Tells Us

Which Key Phrases Carry the Most Weight on a Page


What is IDF (Inverse Document Frequency)?

Frequency of “basket”

Frequency of “basketball

player”


The Concept of Inverse Document Frequency

Total Number of Documents

Number of Documents That Use a Given Term


What Inverse Document Frequency Tells Us

What Makes Your Page Unique


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.”

http://en.wikipedia.org/wiki/Tf%E2%80%93idf


It May Seem Like Cheating, But Use TFIDF to …


Example 1 – Annuals

What’s Missing?


Example 1 – Annuals

People Who Are Looking for Annuals May Also Want Perennials


Example 2 – Business Loans

What’s Missing?


Example 2 – Business Loans

People Who Are Looking for Business Loans Want to Know the Interest Rate


A Detailed Process


http://stonet.co/TFSpread

Get The Spreadsheet You Need Here

This includes all the TFIDF Formulas

Warning: Will Download a Spreadsheet to Your Computer


Pull in the Keyword Density Data for

the Top 5 (or 10)

Results


Load Keyword Data into the Spreadsheet

You Only Need to Fill in the

Yellow Columns, the Rest is Automatic


When You Collect the Data it Will Look Like This at First


Copy All the Keywords Over Into One Column


Select the Column and Then Remove the Duplicates

1 2


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)


When You’re Done it Will Look Like This

Grab This Data to Copy Over


Load Keyword Data into the Spreadsheet

Copy The Data Here: You Only Need to Fill in

the Yellow Columns, the

Rest is Automatic


Focus on The Phrases on Most of the Ranking Sites

If it’s on Most of the

Competing Sites, Should it be on Yours?


See How You Are Doing on Those Phrases


You Can Also Look at TF Ratios

A Ratio Below 0.9 is May Be a Potential Concern


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


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


Eric [email protected]

@stonetemple+Eric Enge

(508) 962-8474www.stonetemple.com

Thank You!

Content Effectiveness Optimization - Ungagged 2016

Marketing

Transcript of Content Effectiveness Optimization - Ungagged 2016