Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

Most Valuable SEO Presentation - Advanced Search Summit - DMO Advanced 2021 - Patrick Stox

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Wird geladen in …3
×

Hier ansehen

1 von 123 Anzeige

Most Valuable SEO Presentation - Advanced Search Summit - DMO Advanced 2021 - Patrick Stox

Herunterladen, um offline zu lesen

Patrick Stox presents the most valuable SEO presentation you'll ever see at DMO Advanced in Napa 2021.

What to prioritize, how to scale processes, what's really going to have an impact on your SEO.

Patrick Stox presents the most valuable SEO presentation you'll ever see at DMO Advanced in Napa 2021.

What to prioritize, how to scale processes, what's really going to have an impact on your SEO.

Anzeige
Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (18)

Ähnlich wie Most Valuable SEO Presentation - Advanced Search Summit - DMO Advanced 2021 - Patrick Stox (20)

Anzeige

Aktuellste (20)

Anzeige

Most Valuable SEO Presentation - Advanced Search Summit - DMO Advanced 2021 - Patrick Stox

  1. 1. @patrickstox The Most Valuable SEO Presentation You’ll Ever See
  2. 2. @patrickstox Product Advisor, Technical SEO, & Brand Ambassador at Ahrefs • I write for Ahrefs blog but have written for many industry publications in the past • I speak at some conferences like this one, SMX, Pubcon, UnGagged, TechSEO Boost • Organizer for the Raleigh SEO Meetup (most successful in US) and the Beer & SEO Meetup • We also run a conference, the Raleigh SEO Conference • Founder Technical SEO Slack Group (message me for an invite) • Moderator /r/TechSEO on Reddit Who is Patrick Stox?
  3. 3. @patrickstox
  4. 4. @patrickstox Most Common – Start With A Term Or List
  5. 5. @patrickstox See What Competitors Rank For
  6. 6. @patrickstox See What Competitors Rank For
  7. 7. @patrickstox Grouping Keywords Common terms Topics Topic/Subtopic
  8. 8. @patrickstox Tree Map – Quick View Of Opportunity
  9. 9. @patrickstox Competitor Pages
  10. 10. @patrickstox Competitor Pages - Many Export and Combine
  11. 11. @patrickstox Combine CSV Files 1. Save files to a new folder 2. Get the path either by shift+right-click on the folder and “Copy as path” or copy it from the address bar in the folder. 3. Open Command prompt. 4. Type cd, press Space, right-click and paste, then press Enter. 5. Type copy *.csv whatever-name.csv and Press Enter.
  12. 12. @patrickstox Big List Of Niche Content
  13. 13. @patrickstox Grouping Traffic Traffic value Number of competitors ranking
  14. 14. @patrickstox Competitor Linked Pages Studies Tools Quotes ???
  15. 15. @patrickstox
  16. 16. @patrickstox
  17. 17. @patrickstox
  18. 18. @patrickstox
  19. 19. @patrickstox How Do You Get To The Top Faster?
  20. 20. @patrickstox What People Search
  21. 21. @patrickstox Card Sorting Exercise Add these topics to index cards. Have those involved sort and have them sort them in a way that makes sense to them. This is a good way to get people to understand what pages you need to create and what content may be included on those pages. It’s training people to make pages and outlines for those pages.
  22. 22. @patrickstox Wine - Type Grapes Fruit
  23. 23. @patrickstox Wine - Types Moscato Pinot Cabernet Rose Riesling
  24. 24. @patrickstox Wine - Types Red White Pink Sparkling
  25. 25. @patrickstox Wine - Containers Glasses Bottles Boxes Barrels
  26. 26. @patrickstox Wine - Taste Dry Sweet Taste
  27. 27. @patrickstox Wine - Origin French Spanish Italian
  28. 28. @patrickstox Wine - Drinks Coolers Drinks Sangria Sherry Fortified Mulled
  29. 29. @patrickstox Wine - More Cooking Pairings – dessert, meats Good/Best wines Price – cheap, fine Amount of alcohol
  30. 30. @patrickstox Intent Each of those searches is an intent
  31. 31. @patrickstox Intent – Types of Wine 2 dominant intents Red = cabernets, pinot, chardonnay, etc Blue = red, white, pink, sparkling
  32. 32. @patrickstox Intent - Wine Red = buy Blue = local Green = software Purple = informational
  33. 33. @patrickstox What Other Top Pages Talk About More descriptive terms Tasting notes More food pairings Tannins Age Varietals Benefit: Doesn’t have to include searched terms
  34. 34. @patrickstox What Other Top Pages Rank For Confirmation
  35. 35. @patrickstox The Data All Points The Same Way What People Search = What Top Pages Talk About = What Top Pages Rank For + They match one or more of the main intents.
  36. 36. @patrickstox
  37. 37. @patrickstox
  38. 38. @patrickstox Topic Coverage – What Makes A Good Result? Covers what people search. Talk about the things they want to know. Be the expert.
  39. 39. @patrickstox Topic Coverage – Types Of Wine Intent #1
  40. 40. @patrickstox Topic Coverage – Types Of Wine Intent #2
  41. 41. @patrickstox Topic Coverage – Types Of Wine Tannins Aging Taste Varietals
  42. 42. @patrickstox Topic Coverage – Types Of Wine Profile Taste Style Food pairings
  43. 43. @patrickstox Content Brief/Outline What to cover Important points / expertise / insights
  44. 44. @patrickstox Writing For Featured Snippets Did you know there’s an eligible set of featured snippets?
  45. 45. @patrickstox Writing For Featured Snippets
  46. 46. @patrickstox Writing For Featured Snippets -site1.com
  47. 47. @patrickstox Writing For Featured Snippets -site1.com -site2.com
  48. 48. @patrickstox Writing For Featured Snippets Look for commonalities (likely what’s needed to be eligible) Look for differences (why is one better than the other)
  49. 49. @patrickstox Some Queries May Not Have More Than 1 But you can refine to a similar query / main intent like “what is x” and see what is likely needed.
  50. 50. @patrickstox Useful Content Features Think about what’s useful for different business types
  51. 51. @patrickstox Useful Content Features - Ecommerce Q&As Pricing Reviews Product selection Facets (filters) Description Documentation Return policy Shipping info Contact/support
  52. 52. @patrickstox Useful Content Features - Local Who you are – You, team, business What do you do – services, processes, timelines, pricing When are you open - hours Why should I choose you – social proof like reviews or testimonials, USP Where you are – location, map, directions How do I contact you – phone #, email
  53. 53. @patrickstox Who Do You Need To Write Great Content? Job Knowledge / Insights Research Good writer Editing Expert ✔️ ❌ ❌ ❌ SEO ❌ ✔️ ❌ ❌ Writer ❌ ❌ ✔️ ❌ Editor ❌ ❌ ❌ ✔️
  54. 54. @patrickstox At Least Try To Interview the expert or have them review. Get input from SEO
  55. 55. @patrickstox GPT-3 / Automated Content Creation Expertise may be a bigger differentiator in the future if all the basic content is covered.
  56. 56. @patrickstox Kill/Keep/Update/Combine/Wait
  57. 57. @patrickstox Better Cannibalization Check Add &filter=0 to the end of your search URL. https://www.google.com/search?q=types+of+wine&filter=0 Removes clustering.
  58. 58. @patrickstox Better Cannibalization Check Masterclass.com is 2nd and 16th
  59. 59. @patrickstox Refresh Content
  60. 60. @patrickstox What If I Wrote Everything Already? Revisit current content. Go narrow and deep and really own the niche. Credibility and Expertise. Go wide. What related content might people be looking for? Go into another vertical.
  61. 61. @patrickstox Translate Successful Content
  62. 62. @patrickstox
  63. 63. @patrickstox
  64. 64. @patrickstox
  65. 65. @patrickstox
  66. 66. @patrickstox Competitor Links – Local Link Intersect What links are common between top competitors?
  67. 67. @patrickstox
  68. 68. @patrickstox
  69. 69. @patrickstox Competitor Links – Niche Specific Link research scaled.
  70. 70. @patrickstox Top 50 US Cities https://docs.google.com/spreadsheets/d/1_wSRfQyy2DTucqAfR075hs3U_ZB1bK V4VLbYhXqzYe0/copy Make a copy
  71. 71. @patrickstox
  72. 72. @patrickstox
  73. 73. @patrickstox
  74. 74. @patrickstox Focus On Niche Sites, Not Directories Keyword URL Country Difficulty Volume Clicks CPS Return Rate Parent Topic Parent Topic Volume Last Update Referring Domains Domain rating Ahrefs Rank Traffic Keywords accountant seattle https://www.yelp.com/search?find_desc=tax+accountant&find_loc=Seattle%2C+WA us 1 250 accountant seattle 250 ######## 0 94 50 205 10 accountant seattle https://www.seattlecpaprofessionals.com/ us 1 250 accountant seattle 250 ######## 21 1 51894760 241 49 accountant seattle https://www.indeed.com/q-Accounting-l-Seattle,-WA-jobs.html us 1 250 accountant seattle 250 ######## 11 90 689 356 21 accountant seattle https://www.indeed.com/q-Tax-Accountant-l-Seattle,-WA-jobs.htmlus 1 250 accountant seattle 250 ######## 1 90 689 46 9 accountant seattle https://www.glassdoor.com/Job/seattle-accountant-jobs-SRCH_IL.0,7_IC1150505_KO8,18.htm us 1 250 accountant seattle 250 ######## 5 90 1020 128 32 accountant seattle https://www.ziprecruiter.com/Jobs/Accountant/-in-Seattle,WA us 1 250 accountant seattle 250 ######## 2 85 3800 74 19 accountant seattle https://www.expertise.com/wa/seattle/accountant-cpa us 1 250 accountant seattle 250 ######## 5 86 2890 149 46 accountant seattle https://www.angieslist.com/companylist/seattle/accountants.htm us 1 250 accountant seattle 250 ######## 0 91 516 36 21 accountant seattle https://www.upwork.com/l/us/accountants-in-seattle-wa/ us 1 250 accountant seattle 250 ######## 1 90 1122 12 38 accountant seattle https://www.monster.com/jobs/q-accounting-jobs-l-seattle-wa us 1 250 accountant seattle 250 ######## 3 87 2673 44 37 accountant las vegas https://www.yelp.com/search?find_desc=Small+Business+Accountant&find_loc=Las+Vegas%2C+NV us 2 200 accountant las vegas 200 ######## 1 94 50 103 17 accountant las vegas https://www.yelp.com/search?cflt=accountants&find_loc=Las+Vegas%2C+NV us 2 200 accountant las vegas 200 ######## 0 94 50 118 15 accountant las vegas https://www.expertise.com/nv/las-vegas/accountant-cpa us 2 200 accountant las vegas 200 ######## 6 86 2890 158 65 accountant las vegas https://llbcpa.com/las-vegas-small-business-accountant/ us 2 200 accountant las vegas 200 ######## 11 12 15313035 66 116 accountant las vegas https://www.indeed.com/q-Accounting-l-Las-Vegas,-NV-jobs.html us 2 200 accountant las vegas 200 ######## 7 90 689 411 23 accountant las vegas https://www.indeed.com/q-Tax-Accountant-l-Las-Vegas,-NV-jobs.html us 2 200 accountant las vegas 200 ######## 0 90 689 16 4 accountant las vegas https://clutch.co/accounting/las-vegas us 2 200 accountant las vegas 200 ######## 0 87 2766 247 45 accountant las vegas https://www.ziprecruiter.com/Jobs/Accountant/-in-Las-Vegas,NV us 2 200 accountant las vegas 200 ######## 2 85 3800 100 18 accountant las vegas https://www.angieslist.com/companylist/las-vegas/accountants.htm us 2 200 accountant las vegas 200 ######## 0 91 516 22 39 accountant las vegas https://www.glassdoor.com/Job/las-vegas-accountant-jobs-SRCH_IL.0,9_IC1149603_KO10,20.htm us 2 200 accountant las vegas 200 ######## 1 90 1020 123 33 accountant chicago https://www.yelp.com/search?find_desc=personal+accountant&find_loc=Chicago%2C+IL us 12 200 accountant chicago 200 ######## 1 94 50 0 15 accountant chicago https://www.yelp.com/search?find_desc=Tax+Accountant&find_loc=Chicago%2C+IL us 12 200 accountant chicago 200 ######## 0 94 50 114 14 accountant chicago https://www.chicago-accountant.com/ us 12 200 accountant chicago 200 ######## 38 2 42022825 74 64 accountant chicago https://www.expertise.com/il/chicago/accountant-cpa us 12 200 accountant chicago 200 ######## 7 86 2890 257 67 accountant chicago https://cpa-in-chicago.com/ us 12 200 accountant chicago 200 ######## 34 2 47994870 131 73
  75. 75. @patrickstox Data Cleaning 1. Insert > Table 2. Filter > DR less than 50 3. Filter Type > Organic
  76. 76. @patrickstox Top Accountants From Different Cities Keyword URL accountant seattle https://www.seattlecpaprofessionals.com/ accountant las vegas https://llbcpa.com/las-vegas-small-business-accountant/ accountant chicago https://www.chicago-accountant.com/ accountant chicago https://cpa-in-chicago.com/ accountant chicago https://www.actgroupltd.com/ accountant los angeles https://www.johnweldoncpa.com/ accountant los angeles https://www.roberthalltaxes.com/business-services/accounting/ accountant tucson https://www.cpa-tucson.com/ accountant tucson https://www.cpatucson.com/ accountant tucson https://www.pinpointeaccounting.com/ accountant tucson https://beachfleischman.com/ accountant san diego https://www.regalgroupcpa.com/ accountant portland https://perkinsaccounting.com/ accountant portland https://www.orcpa.org/for-the-public/find-a-cpa accountant philadelphia https://accountant-philadelphia.com/ accountant philadelphia https://www.daletaxservice.com/ accountant philadelphia https://taxprofessionalphiladelphia.com/ accountant tampa https://www.waterscpagroup.com/ accountant tampa https://www.rgcocpa.com/ accountant tampa https://www.zachcpa.com/ accountant tampa http://jrosencpa.com/ accountant tampa https://www.taxaccountantsoftampabay.com/
  77. 77. @patrickstox For Each Site, Export Their Referring Domains
  78. 78. @patrickstox Combine Files 1. Windows Button + R 2. Type cmd and click ok 3. I open the folder where I saved the files in File Explorer and click the address bar to copy the path 4. Back in Command Prompt, type “cd “ and then press ctrl+v to paste the copied path 5. Type copy *.csv whatever.csv
  79. 79. @patrickstox Data Cleaning 1. Insert > Table 2. Insert Column next to Referring Domain to add Count 3. In the Count Column, add the formula =COUNTIF(B:B,[@[Referring Domain]])
  80. 80. @patrickstox Data Cleaning 4. Copy the numbers in the Count column and paste in the same place as values. 5. Data > Remove Duplicates based on the Referring Domain 6. Data > Sort by Count > Largest to Smallest
  81. 81. @patrickstox Top Referring Sites To Top Accountants Referring Domain Count yellowpages.com 58 localbest.com 55 clutch.co 49 topratedlocal.com 48 expertise.com 47 find-open.com 41 goodfirms.co 38 yp.com 31 privatebanking.com 31 owler.com 29 tntcode.com 28 threebestrated.com 28 ucpaa.org 27
  82. 82. @patrickstox Categorize - Niche Referring Domain Count privatebanking.com 31 ucpaa.org 27 findtaxexperts.com 21 advisors.directory 16 cpagrades.com 14 accountingmatch.com 13 bestpayrollservices.com 12 cpatool.com 10 cpaconnection.net 9 findbestcpa.com 9 buildyourfirm.com 8 officialaccountants.com 5 payrollleads.net 5 goodaccountants.com 4 successfulpayroll.com 4
  83. 83. @patrickstox Categorize Any other ways that make sense. Directories? Coupons?
  84. 84. @patrickstox Competitor Links – City Specific Same idea but city specific.
  85. 85. @patrickstox Top Niches https://docs.google.com/spreadsheets/d/1YtCs0d- B65UZq4pXa41crFMYThAJgT2_A5RbyEhzw7I/copy Make a copy
  86. 86. @patrickstox
  87. 87. @patrickstox Getting The Data Follow the same steps we used before for the cities.
  88. 88. @patrickstox Jobs Scholarships Club sponsorships Discounts Categorize – Colleges/Universities Referring Domain Count ncsu.edu 18 thewolfweb.com 18 unc.edu 4 duke.edu 4 waketech.edu 2 meredith.edu 2
  89. 89. @patrickstox Categorize – Raleigh Specific Referring Domain Count shoplocalraleigh.org 25 downtownraleigh.org 19 visitraleigh.com 14 thisisraleigh.com 10 dtraleigh.com 8 919raleigh.com 8 raleighspecialstonight.com 8 raleighsearch.org 7 hbawake.com 7 raleighhasit.com 6 yourbackyardraleigh.com 6 visitnorthhills.com 5 raleighwhatsup.blogspot.com 5 ncartmuseum.org 5 downtowndame.com 4 outraleighpride.org 4 raleighbeltliner.com 4 theraleighedit.com 4 raleighweekend.com 4 cityofraleighmuseum.org 3 camraleigh.org 3 northraleighrotary.org 2 midtownraleighalliance.org 2 raleighnc.gov 2 downtownpsychology.com 1 downtownraleigh.com 1 raleighdowntowneats.blogspot.com 1 downtowndurham.com 1 northraleighministries.com 1 northhills5k.com 1 northraleighfood.com 1
  90. 90. @patrickstox Categorize – Local News & Magazines Referring Domain Count wral.com 33 indyweek.com 29 raleighmag.com 25 waltermagazine.com 21 midtownmag.com 16 trianglefoodblog.com 14 newsobserver.com 7 itbinsider.com 7 carycitizenarchive.com 6 northcarolinanewsdaily.com 5 northcarolinaheadlines.com 4 https://carycitizen.news/ 2 northcarolinahealthnews.org 1 http://www.candidslice.com/ 1
  91. 91. @patrickstox Categorize – State or Surrounding Area Referring Domain Count heartofncweddings.com 25 travel-northcarolina.com 15 thecarolinasmagazine.com 12 trianglenace.com 10 visitnc.com 8 bestthingsnc.com 8 caryliving.com 8 triangleonthecheap.com 8 nctripping.com 7 nctriangledining.com 7 thebestofcarync.com 7 north-carolina-bd.com 6 johnstoncounty.today 6 kasteventsnc.com 6 north-carolina-pages.com 5 ncheadlines.com 5 runnc.com 5 funnorthcarolina.com 4 charlottencnorthcarolina.com 4 ncagr.gov 4 ncbreweriesandfoodtrucks.com 4 researchtriangle.org 4 go-north-carolina.com 3 thenorthcarolina100.com 2
  92. 92. @patrickstox Categorize - Misc djs wedding photographers event planners these link to people involved
  93. 93. @patrickstox Categorize - Misc realtors apartments home communities (HOAs) these link to things to do
  94. 94. @patrickstox Categorize - Misc Suppliers / Affiliations Meetup (hosting, sponsoring) Podcasts Charities / sponsorships Awards Coupons Directories
  95. 95. @patrickstox Link Reclamation – Unlinked Mentions Sometimes websites mention you but don’t link to you. You can ask them to link.
  96. 96. @patrickstox Manual Process Google “intext:term –site.com”, where term could be a brand or a person and site is your website Scrape results Check if there’s a link
  97. 97. @patrickstox Easier
  98. 98. @patrickstox Links Without Mentions Content Title Content URL Author Elmiron drug linked to vision problems in women https://www.wral.com/elmiron-drug-linked-to-vision-problems-in-women/193138 How Giving Tuesday impacts the Triangle https://abc11.com/society/how-giving-tuesday-impacts-the-triangle-/5732175/ Michael Perchick 5 Best Divorce Attorneys in San Antonio 🥇 https://kevsbest.com/divorce-attorneys-in-san-antonio/ Elevating Others Scholarship at Pennsylvania State University Fayette, Eberly Campus (Penn State Fayette) | Uloop https://fepsu.uloop.com/scholarships/view.php/1079951447/Elevating-Others-Sch Whitley law firm new bern nc http://myphamsandy.com/cne0zhw/whitley-law-firm-new-bern-nc.html ‘Air hunger’ opinion a factor in $1.5M settlement – North Carolina Lawyers Weekly https://nclawyersweekly.com/2014/03/18/air-hunger-opinion-a-factor-in-1-5m-se David Donovan
  99. 99. @patrickstox
  100. 100. @patrickstox Larger Companies Work with other teams Content (assets) Paid (promotion, syndication, reach) Social (promotion, reach) PR (promotion, reach)
  101. 101. @patrickstox Buy Companies Mergers and Acquisitions
  102. 102. @patrickstox Internal Links Links from one page on your site to another page on your site. These also pass PageRank.
  103. 103. @patrickstox Screaming Frog Process 1. search site:whatever.com term 2. Settings > Search Settings, change to 100 3. Inspect > go to Console tab, see attached code and change the domain to your own copy and paste the results and you have a list 4. Screaming Frog: In Configuration > Spider > Advanced tab click "Always Follow Redirects" 5. Screaming Frog: In Configuration > Custom > Search, choose ”Contains" and add in your targeted term or phrase to make sure it exists on the pages. 6. Screaming Frog: Paste URLs and run to get the list of pages that contain the keyword 7. Screaming Frog: When finished, copy these URLs from the custom tab for your filter, now we check if the link already exists. 8. Screaming Frog: In Configuration > Custom > Search, change to ”Does Not Contain" add the end part of the URL/URLs that you want to build the links to. You probably don't want the whole URL because we use relative paths sometimes. This supports regex, so you can match multiple pages. Upload your URLs to crawl them, then export that final list when it finishes the same as you did previously. Code snippet for 3: urls = $$('a');for (url in urls) { var string = urls[url].href, domain = "whatever.com", google = "google.com", search = "search?", cache = "webcache"; if ( string.indexOf(search) <1 && string.indexOf(cache) <1 && string.indexOf(google) <1 && string.indexOf(domain) >=0 ) { console.log ( string ); }
  104. 104. @patrickstox Ahrefs Link Opportunities Free as part of Site Audit in Ahrefs Webmaster Tools (AWT)
  105. 105. @patrickstox
  106. 106. @patrickstox Pages On A Site Tend To Link To Related Pages
  107. 107. @patrickstox Also Think About Features That Would Link Breadcrumbs Related Posts Related Products
  108. 108. @patrickstox Use Better Anchor Text – More Context
  109. 109. @patrickstox Links To Your Site, But Broken Websites change over the years and often there are links going to pages that no longer exist. Redirects take users and bots to the current pages. They reclaim that lost value.
  110. 110. @patrickstox Find Broken Pages With Links Verify (re-crawl) Check other redirects Other websites
  111. 111. @patrickstox Don’t Forget Other File Types Images PDFs
  112. 112. @patrickstox Automated Redirect Matching Fast using URLs, but not accurate if URL structures changed https://www.searchenginejournal.com/map-404-urls-at-scale-sentence- embeddings/338555/ Match on full text is much slower but more accurate.
  113. 113. @patrickstox
  114. 114. @patrickstox
  115. 115. @patrickstox Check Indexing / Canonicalization - GSC
  116. 116. @patrickstox Check Indexing / Canonicalization – 3rd Party Paste in Google
  117. 117. @patrickstox Schema Markup https://developers.google.com /search/docs/guides/ search-gallery
  118. 118. @patrickstox Catching Errors / Changes – Before Launch Crawl staging/dev environments
  119. 119. @patrickstox Catching Errors / Changes – Before Launch Unit test: does the code work Integration test: does the code work together Regression test: something changed
  120. 120. @patrickstox Catching Errors / Changes – After Launch Live Crawl Continuous monitoring
  121. 121. @patrickstox Technical Automation – On Page Find error > write rule to fix error https://developers.cloudflare.com/workers/runtime-apis/html-rewriter Have a bunch of pages marked noindex that you want indexed? Write a rule. Want to change nofollow to follow? Write a rule. Want to rewrite titles and meta descriptions? Write a rule. https://www.searchenginejournal.com/titles-meta-descriptions-automatically- python-javascript/360108/ ***Disclaimer*** Change in normal systems if you can
  122. 122. @patrickstox
  123. 123. @patrickstox

Hinweis der Redaktion

  • Disclaimer, a lot of the things I show are using ahrefs because it’s what I have access to. You can probably find similar features and adjust processes I show to use whatever tools you subscribe to.
  • this is available right in excel. You just need topic > subtopic > volume
  • What is driving value to your competitors
  • Successful content in a whole niche
  • Pivot table view
  • Links to pages that may not get much traffic
  • The purpose of all that research is to figure out what kind of content to create
  • These are what we considered good pages, not spam
  • A couple million keywords
  • How do you be one of those few %?
  • Maybe fruit should have been a taste also
  • Burgundy, but it was a region
  • It’s a bit beyond the traditional informational, navigational, transactional
  • As a local company I may think I couldn’t compete for wine, but there are maps and even a couple local intent SERPs If you don’t think you can compete for one intent, go after another
    Or go after a SERP feature like videos
    Google shows a mix of results to satisfy most users because they want different things. If you look at popular searches you’ll usually find those intents as well
  • Pages are going to rank for things they talk about
  • The average #1 ranking page will also rank well for ~1,000 other relevant keywords,
  • I had varietals classified as origin. Again I’m not an expert, I didn’t know the right terms but I had found this in the data. Now after seeing it on a site it makes sense.
  • Data or tools to guide you. Lots of content tools like clearscope, marketmuse, frase, surfer, etc.
  • These don’t necessarily impact rankings, but they will help with conversions
  • The world isn’t perfect and we don’t have unlimited resources for all of these. I’m not saying someone can’t fill more than one of these but it’s situational. Again this is where content tools may help to fill in the gaps somewhat
  • Has some issues with facts
  • You have to make some decisions. Usually if you have 2 results in normal searches it’s because they serve different intents. Do you combine these into one stronger page, try to get the other one to rank?
  • Look at what you used to rank for that you don’t rank well for now. Update / refresh this content if it has value
    Add internal links Focus on it in general and see why you may not be ranking now
  • Congratulations! You still have opportunities
  • This is basically a pagerank calculation that takes into account both internal and external links Pages with more traffic tend to have more and better links Correlation does not equal causation
  • Whatever you see
  • Sort by target URL or Target Keyword, or Source page if you want to see all opportunities for a page you’re working on
  • They form clusters or page groups where they’re related
  • You should verify the status code. You can also check others that are already redirected and see if there’s a better match. Check acquisitions too or old websites to see if your redirects could point to better locations
  • this is where I live and breathe
  • Quick wins might be redirects to reclaim links to your site or adding internal links, long term projects things like content creation
  • Making sure pages are indexed that should be is priority #1. Without being crawled and indexed you can’t rank.
  • Just like you’d crawl a live site, except there may be some access restrictions
  • CI/CD pipelines, automated tests
  • Content king
  • It’s on the edge, so it changes content before it’s served to users and bots. Middleware Search Pilot A/B testing systems like Optimizely Performance Edge. You can sell any “fixes” as an A/B test.

×