Content Effectiveness Optimization - Ungagged 2016

Eric Enge @stonetemple / +Eric Enge
Content Effectiveness Optimization

Stone Temple Consulting
ERIC 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
Optimization
After
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 Content
On 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.”

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

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 Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com
Thank You!

Content Effectiveness Optimization - Ungagged 2016

Related slideshows

More Related Content

Content Effectiveness Optimization - Ungagged 2016