KNOW YOUR AUDIENCE. How Search Data Helps Improve Your Content Strategy. Marcus Tober Berlin, November 21 st 2017
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1 KNOW YOUR AUDIENCE How Search Data Helps Improve Your Content Strategy Marcus Tober Berlin, November 21 st 2017
2 MARCUS TOBER Founder and CTO of Searchmetrics Studied computer science in Berlin (Data and Tech Nerd) Search and Content mouthpiece since 2001 SEARCHMETRICS THE CONTENT GENERATION
3 SEARCHMETRICS Made with love in Berlin More than 280 passionate people Innovator in SEO and Content Software since 2015 SEARCHMETRICS THE CONTENT GENERATION
4 DOWNLOAD SLIDES: searchmetrics.com/summit2017 SEARCHMETRICS THE CONTENT GENERATION
5 TRADITIONAL RANKING FACTORS REST IN PEACE!
6 RANKING FACTORS TWO APPROACHES TO ANALYZE 1. General Trends 2. Individual Peculiarities
7 1. FROM GENERAL TO INDIVIDUAL GENERAL TRENDS
8 RANKING FACTORS - DATA SET Big Data Search Terms Google Positions Ranking Factors Searchmetrics Research Cloud Top search terms by search volume Top Google Positions 100+ Ranking Factors
9 GENERAL vs INDUSTRY vs NICHE Our NEW Ranking Factors Approach GENERAL broad Overall Ranking Factors INDUSTRY Health + Finance + ecommerce + Media + Travel NICHE specific Recipes/ SEO/ Celebrity News/ Dating/ Weather Forecast etc.
10 GENERAL vs INDUSTRY vs NICHE Our NEW Ranking Factors Approach GENERAL Overall Ranking Factors INDUSTRY Health + Finance + ecommerce + Media + Travel NICHE Recipes/ SEO/ Celebrity News/ Dating/ Weather Forecast
11 Tc 1 Technical
12 GENERAL RANKING FACTORS (TRENDS) Page Load Time (sec) Tc 1 Technical 850% 750% 650% 550% 450% 5.8s 7.8s 350% 250% Top Top % 50% Pages load 2 seconds faster than last year Desktop 2016 #REF! Desktop 2017
13 Kw 2 Keywords
14 GENERAL RANKING FACTORS (TRENDS) Keyword in Title Kw 2 Keyword 80% 75% 70% 48% 55% 75% 65% 60% Top Top Top % 50% 45% 40% Webmasters are finally skipping keyword usage as a strategy Desktop 2015 Desktop 2016 Desktop 2017
15 Co 4 Content
16 GENERAL RANKING FACTORS (TRENDS) Word Count Co 4 Content ,900 1,600 1, Top Top Top Content is becoming longer and longer Desktop 2015 Desktop 2016 Desktop 2017
17 BUT: is it just the size that matters?
18 1 LEARNING LEARNING 2 3 Technical optimization improves LEARNING User Experience is improving LEARNING 5 Content needs to be relevant to the user intention Keywords continue to lose relevance LEARNING 4 Content becomes longer and longer
19 Individual Ranking Factors
20 When you always act according to the average you stay average!
21 2. DIFFERENT AUDIENCES DIFFERENT NEEDS INDIVIDUAL PECULIARITIES
22 GENERAL vs INDUSTRY vs NICHE Our NEW Ranking Factors Approach GENERAL Overall Ranking Factors INDUSTRY Health + Finance + ecommerce + Media + Travel NICHE Recipes/ SEO/ Celebrity News/ Dating/ Weather Forecast
23 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors ecommerce Finance Health Media Travel Download for free: searchmetrics.com/industry-factors
24 Different Industries Different Ranking Factors ecommerce Finance Health Media Travel
25 Finance Ranking Factors People want to feel safe! especially when it comes to money
26 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors 7 pages WITH HTTPS on the 1 st page! Only 1 page tax calculator WITHOUT HTTPS. Would YOU hand over sensitive financial data?
27
28 INDUSTRY RANKING FACTORS HTTPS Tc 1 Technical 60% 50% 40% 23% 46% 30% Top 10- Travel Top 10- Finance 20% Much more HTTPS in Finance than in Travel. 10% Finance Travel
29 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors None of the top URLs use HTTPS! arctic cruise Why use HTTPS for Travel (offer landing) pages?
30
31 Travel Ranking Factors People want more Images and more info! especially when it comes to Travel
32 INDUSTRY RANKING FACTORS Number of Images Ux 2 User Experience Top 10- Travel Top 10- Finance 0 Much more images in Travel than in Finance Finance Spalte2 Travel
33 Everybody says: Content needs to be looooooooooooong
34 INDUSTRY RANKING FACTORS Average Word Count Ux 2 User Experience ,700 1, Top 10- Travel Top 10- Finance Much more Content in Travel than in Finance Finance Spalte2 Travel
35 36 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors cheap airline tickets
36 37 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors Images 13 ; Word Count 733
37 38 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors foreign exchange
38 39 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors Images 0 / Word Count 87
39 40 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors Foreign Exchange Cheap Airline Tickets HUGE differences in image & word count! But both URLs rank on #1! Images: 0 Word Count: 87 Images: 13 Word Count: 733
40 SPECIALIZE YOUR CONTENT TO BE SUCCESSFUL IN SEARCH Specialist Generalist
41 GENERAL vs INDUSTRY vs NICHE Our NEW Ranking Factors Approach GENERAL Overall Ranking Factors INDUSTRY Health + Finance + ecommerce + Media + Travel NICHE Recipes/ SEO/ Celebrity News/ Dating/ Weather Forecast
42 NICHE RANKING FACTORS User Intention varies depending on NICHE/ QUERY Dating Platforms SEO Blogs Recipes
43 Everybody says: You need to go for secure HTTPS!!
44 NICHE RANKING FACTORS HTTPS Tc 1 Technical 80% 70% 60% 50% 40% 34% 62% 18% 30% 20% 10% 0% Top 10- Top 10- Top 10- Dating SEO Recipes Very different spread of HTTPS in niches Dating SEO Recipes
45 NICHE RANKING FACTORS # of Keywords the URL ranks for Co 3 Content Top 10- Top 10- Top Dating SEO Recipes 0 Top Dating sites are ranking for many keywords Dating SEO Recipes
46 DATING # of Keywords the URL ranks for Over 1,300 Keywords how to tell if a guy likes you 118 of them on #1!
47 NICHE RANKING FACTORS - DATING Top Sites per Niche/ #Keywords % of Keywords match.com eharmony.com okcupid.com askmen.com datehookup.com pof.com mate1.com spark.com mingle2.com connectingsingles.com 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
48 SEO # of Keywords the URL ranks for Over 1,900 Keywords seo marketing 101 of them on #1!
49 NICHE RANKING FACTORS - SEO Top Sites per Niche/ #Keywords % ofkeywords searchengineland.com moz.com google.com searchenginejournal.com searchenginewatch.com seroundtable.com wordstream.com yoast.com googleblog.com backlinko.com lifewire.com 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
50 NICHE RANKING FACTORS Microdata (Schema.org) Tc 1 Technical 100% 90% 80% 70% 60% 50% 34% 60% 89% 40% 30% 20% Top 10- Dating Top 10- SEO Top 10- Recipes 10% 0% Recipes has most Microdata integrations Dating SEO Recipes
51 52 NICHES RANKING FACTORS Different NICHES Different Ranking Factors out of the top 10 organic results 6 have Schema integrations! 3 scallop potato recipe
52 53 NICHES RANKING FACTORS Different NICHES Different Ranking Factors 1? Just TWO URLs on the first page dating websites for free have Schema integrations! 2?
53 NICHE RANKING FACTORS User Intention varies depending on NICHE/ QUERY SEARCH INTENTIONS USER WANTS TO: Find the best platform USER WANTS: Information and analyses USER WANTS: Easy and structured guidance
54 SIMPLIFIED MODEL SEARCH VOLUMES IN THE SALES FUNNEL SEARCH VOLUME High Moderate AWARENESS CONSIDERATION Low TRANSACTION CUSTOMER RELATIONSHIP
55 SIMPLIFIED MODEL SEARCH VOLUMES IN THE SALES FUNNEL SEARCH VOLUME >50K >20K <20K High Moderate Low Low Single Pages for every Funnel Stage or Search Volume Group?
56 SIMPLIFIED MODEL SEARCH VOLUMES IN THE SALES FUNNEL SEARCH VOLUME High Moderate Low Low FAIL! Single Page Single Page Single Page Single Page
57 High SIMPLIFIED MODEL SEARCH VOLUMES IN THE SALES FUNNEL Moderate HOLISTIC Low Low PAGES WIN!
58 SIMPLIFIED MODEL SEARCH VOLUMES IN THE SALES FUNNEL Niche 1 Niche 2 Niche 3 Niche 4 Niche 5 Niche 6
59 Table of contents Unordered Lists Infoboxes Images and interactive elements
60 CONSOLIDATE AND FOCUS ON NICHE = SUCCESS Removing old content can lead to awesome growth 95% of content removed and: consolidated BUT IT WORKS!! 240% more Visibility
61 *NEW NICHE RANKING FACTORS User Intention varies depending on NICHE/ QUERY Weight Loss Wine Furniture Einstein
62 *NEW NICHE RANKING FACTORS # Videos in Content 1,20 1,00 0,80 0, ,40 Top 10- Top 10- Top 10- Top 10-0,20 Health Furniture Wine Einstein 0,00 Most videos on position 1+2 in health niche ,20 Health Furniture Wine Einstein
63 66 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors weight loss
64 67 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors 11 Videos (!)
65 68 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors candle sconsces
66 69 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors Videos: 0 / but Images: 87
67 *NEW NICHE RANKING FACTORS # Images in Content Top 10- Top 10- Top 10- Top Health Furniture Wine Einstein 5 0.Most images in furniture niche (shop/ e-commerce) Health Furniture Wine Einstein
68 THE MORE THE BETTER?
69 *NEW NICHE RANKING FACTORS # Image Galery Above Fold 0,25 0,20 0, ,10 0,05 Top 10- Health Top 10- Furniture Top 10- Wine Top 10- Einstein 0,00 Most image galleries in health niche ,05 Health Furniture Wine Einstein
70 73 INDUSTRY RANKING FACTORS Health Niche Image Gallery? Image Galery (10 Images/ 10 Clicks)
71 *NEW NICHE RANKING FACTORS # Image Galery Above Fold 0,60 0,50 0,40 0, ,20 0,10 Top 10- Health Top 10- Recipes 0, Health Recipes
72 *NEW NICHE RANKING FACTORS # Ads 4,00 3,50 3,00 2, ,00 1,50 Top 10- Top 10- Top 10- Top 10-1,00 Health Furniture Wine Einstein 0,50 0,00 Most ads in health niche Health Furniture Wine Einstein
73 76 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors the theory of relativity
74 77 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors Much Content
75 78 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors dresser with mirror
76 79 INDUSTRY RANKING FACTORS Different Industries Different Ranking Factors Images, but much less content!
77 *NEW NICHE RANKING FACTORS # of Keywords the URL ranks for 2.500, , ,00 1, ,00 Top 10- Top 10- Top 10- Top ,00 Health Furniture Wine Einstein 0,00 Health pages rank for many keywords Health Furniture Wine Einstein
78 *NEW NICHE RANKING FACTORS Same Niches Different Keywordset VS 100 KWs 1000 KWs
79 *NEW NICHE RANKING FACTORS # Ads 4,50 4,00 3,50 3,00 2, ,00 1,50 Top 10- Top 10- Top 10- Top 10-1,00 Health Health BIG Furniture Furniture BIG 0,50 0, Health Health BIG Furniture Furniture BIG
80 *NEW NICHE RANKING FACTORS # Sentences 140,00 120,00 100,00 80, ,00 40,00 20,00 0,00 Top 10- Top 10- Top 10- Top 10- Health Health BIG Furniture Furniture BIG Health Health BIG Furniture Furniture BIG
81 CONTENT TAILORED TO YOUR AUDIENCE BE UNIQUE - BE DIFFERENT
82 Publish and Forget? PUBLISH AND FORGET?
83 CONTENT UPDATES Example searchengineland.com/guide/what-is-seo 2010 TODAY More content Video Infographic Lists
84 Keyword SEO CONTENT SCORE before and after 2010 TODAY Content Score: 64% Word Count: 701 Content Score: 78% Word Count: 873
85 KEEP IN MIND! 1. Specialize Content 2. Update Content 3. Technical Optimization
86 ! KNOW YOUR AUDIENCE!
87 Live Long and Prosper Download slides: searchmetrics.com/summit2017
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