Eric Vanbuskirk - SEMrush for Topic Gap Analysis
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One of the fastest growing areas of SEO and content strategy is comprehensive, holistic topic coverage for blogs and websites. Google’s Hummingbird filter has changed how content is ranked. Keywords don’t matter anymore. It's all about semantic search. Leveraging semantic associations throughout your site can boost your rankings (a lot!) Problems occur when website and blog content become too broad and diverge from overarching themes. There are very few products outside enterprise software which can help users to find topic gaps and avoid this so-called "topic creep." Data analyst extraordinaire, Eric Van Buskirk demonstrates how to do topic research for your blogs and websites by using several tools within the SEMrush interface.
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Eric Vanbuskirk - SEMrush for Topic Gap Analysis
- 1. FIND 'EM AND FILL 'EM: SEMRUSH FOR TOPIC GAP ANALYSIS IN GOOGLE-SPEAK, WE NEED “GOOD CONTENT,” A VAGUE AND SUBJECTIVE YARDSTICK. WHAT IS “GOOD CONTENT?” IT’S WHAT THEY SAY, AND OFTEN AT ODDS WITH MARKETERS’ COMMON SENSE.
- 2. @radioms Michael Stricker U.S. Marketing Director, SEMrush • Leading digital marketing tool for competitive research • Agency, sales support and digital marketing consultant • 100s of successful campaigns 1,000,000s of impressions • Speaker: ClickZ Live, HEROconf, Etail, SMX East. • Author: blogs CIO.com, Business2Community, SEMrush.com • Consulted: Enterprise Brands; 2Modern, AeroPostale, BET, GolfSmith, HomeFirst, RedCats, RE/MAX, The-House, Toshiba @radioms #SEMrushLive
- 3. @radioms Eric Van Buskirk Digital Media Data Analyst, Clickstream • Independent consultant: SEO and content Strategy. • Run TweetPhiladelphia.com to host free and full version SEMrush API tools. • Regular contributor for Search Engine Journal Contributor. • Recent alum of SEMrush. • Digital experience started 1996, MS from BU College of Communications. @radioms #SEMrushLive
- 4. Co-occurrence research One to many comparisons: only tells “related” Many to many: scores degrees of relatedness or association: parent topic to children topics. Most actionable use: find degrees of relationship for topics and keyword phrases “keyword” & “keyword phrases” are popular SEO terms. “Topic” or “entity” are popular when discussing semantic relationships. Eric Van Buskirk: TweetPhiladelphia.com
- 6. Search Metrics Annual Ranking Factors and Rank Correlations — Google U.S. — August, 2015 1. CONTENT • The content of the top 30 pages has become more extensive… • At the same time, the content has become more holistic…relevant terms has increased. • The importance of keywords in internal and external links has declined. • Pages with the most relevant content for a search query are very likely to rank better. • Keywords are a natural part of content but are not significant without relevant content and a logical context. • Relevance and text length often go hand in hand. It is a good idea to write longer texts, whereby the sub-topics mentioned must also
- 9. The Problem With Related Keyword Tools Rel on SEO or content strategist’s existing, subjective topic knowledge. Ordered by metrics that don’t help (RE: Volume). Not based on “machine language learning.” Google keyword Planner: mostly phrase match Not showing strength of relationship Eric@TweetPhiladelphia.com
- 10. Example of Related Keywords Tool Eric@TweetPhiladelphia.com
- 11. Trying to Boil the Ocean!
- 12. Co-Occurring Phrases: Your solution Find Most Authoritative Pages From Searches of Your Parent Topic • Beauty of finding “co-occurring” phrases is most other phrases do not appear more than a couple times and are thrown out. • They are very distant in association and we know not to focus on them.
- 13. Tools For Source Information • Required: rank-tracks huge numbers of most popular keyword phrases to find “others” ranking from same page/URL. • Inexpensive: SEMrush. Enterprise (over $3000 per month)- Search Metrics, Conductor, or BrightEdge
- 14. Xbox as parent topic example • Xbox.com is obviously super authoritative– homepage also ranks #1 in the SERP. • From multiple instances of other, related phrases ranked from the www.Xbox.com page, find more examples of semantic relevance • Use the Wikipedia URL and get list of related keywords ranking from same page to download. • Use excel formula to see how many occurrences of phrases/topics • Other ranking phrases are relevant, otherwise Google wouldn’t send traffic • Consider outsourcing data entry or fiverr
- 15. Other phrases (topics) Found Ranking From Same webpage
- 16. Ordered list showing number of appearances Proximity to core theme or entity 6 or 7 of 10 pages/URLs (very high) Mis-spelled or synonym: “Xbos,” for example 3-5 of 10 (high to mid) Two-Three word phrases, not synonyms, great for topics 1 or 2 (low) Very few occurrences. Could be random.
- 17. Comparing Occurrences This example is from 25 URLs used to find co-occurrences! You can use as few as five Eric Van Buskirk: eric@TweetPhiladelphia.com
- 18. Fill Gaps Games Release Video Best Deals Topic is Covered! Sale Price Live Review Console Results from our data Words from our example website. Where are the gaps?
- 19. Traditional Keyword Research Organic Competitors How much page authority and link equity for competitors? Search Volume How competitive are keywords? CPC of phrases=value Eric Van Buskirk: eric@TweetPhiladelphia.com
- 20. Applying Traditional Keyword Research Techniques Eric Van Buskirk: TweetPhiladelphia.com
- 21. Content Guide Using Topics and Keyword Research Page Primary Keywords Comments How to use keywords http://www.breathingcolor.com/blog/how-to-create-camera-profiles-using-the- colorchecker-passport-with-adobe-cs5/ Goal: improve, currently ranks #10 for colorchecker passport Xrite - not mentioned? Need to mention unless good reason not to update, and info from HTTPS://WWW.XRITE. COM/1234 gretagmacbeth colorchecker forums.adobe.com/t hread/abc Update to post Page Secondary Keywords How to use keywords x-rite checker new content block color profile new content block accurate color add to current text colorchecker passport alt-img Eric Van Buskirk: eric@TweetPhiladelphia.com
- 22. SEMrush’s Position Tracker: Get around Google Analytics’ dreaded not provided 1St step: Google Shows keyword ranking: Put in SEMrush Position Tracker Eric Van Buskirk: eric@TweetPhiladelphia.com
- 23. Are your highest ranked pages topically related? Eric Van Buskirk: TweetPhiladelphia.com
- 24. Side by side: GOOG vs. SEMrush rank tracking SEMrush is always 100% accurate on positions and landing pages
- 26. The recent film EX_Machina portrayed an artificial intelligence robot with it’s machine learning coming from a “search engine” (thinly disguised, and implied as Google). We are talking and speaking with devices more and more. In five years, the “conversation” will approach real AI. Are you scared or excited? Eric Van Buskirk: eric@TweetPhiladelphia.com
- 27. POLL! Eric Van Buskirk @ericvanbuskirk Michael Stricker @radioms @radioms #SEMrushLive
- 28. QUESTIONS? Eric Van Buskirk @ericvanbuskirk Michael Stricker @radioms @radioms #SEMrushLive
- 29. THANK YOU! Eric Van Buskirk @ericvanbuskirk Michael Stricker @radioms @radioms #SEMrushLive
Editor's Notes
- Before Hummingbird, 4/10 URL results were identical; after Hummingbird that figure rises to 90% on SERPs. Please Note: These results do not refer to exact rankings, but to the presence on page 1 of the SERP. Before Hummingbird, 4/10 URL results were identical; after Hummingbird that figure rises to 90% on SERPs. Please Note: These results do not refer to exact rankings, but to the presence on page 1 of the SERP. Before Hummingbird, 4/10 URL results were identical; after Hummingbird that figure rises to 90% on SERPs. Please Note: These results do not refer to exact rankings, but to the presence on page 1 of the SERP.
- Another way to review results: http://www.semrush.com/blog/new-tool-provides-advanced-bulk-search-of-semrush-data/]