Content, Freshness, and SEOFor Large Sites
Katherine VanderDriftDirector of SEOServio
The Market Leaderin E-commerce ContentServices•Content Creation•Industrial-Strength SEO•Data Categorization
CustomerCase Study
OVERVIEWLeading Business Content Site•   Business Directory•   Business Resources•   Average Monthly Traffic: >2.5 Million...
CASE STUDYROUND 1Project 1: Create BusinessTips and Advice• Add Fresh Content   • 55% of Content on Page to Be     Fresh A...
PROBLEM?OLD CONTENTUp to 13 Years Old  (Add “&as_qdr=y15” to end of query to   see the date content was published)
PROBLEM?SCRAPED CONTENTCompetitors Scraped ContentCreated Significant Canoncial Issues           I’m The        I’m The   ...
PAGE ANATOMY
METHOD• 200 Urls Analyzed• Reviewed Ranking Data Before and After
METHOD• 200 URLs Analyzed• Reviewed Ranking Data Before and After
RESULTS          62% Did Not Change          12% Dropped Slightly          26% Increased Slightly
INITIAL CONCLUSIONS• Page Anatomy: Not Enough Change• Poor Ad-To-Content Ratio• Important Part of Page – Not  Changed• Rat...
ROUND 2          Create Business Guides & Tips          • Percentage of Fresh, Unique            Content Added: 100%
PAGE ANATOMY   Before   After
RESULTS                 Improvement In Search Ranking 60% 50% 40% 30% 20% 10% 0%       No Measurable Change   10-30% Incre...
CONCLUSIONS• Content Ratios Are Key  – Fresh Versus Old  – Unique Versus Duplicate  – Content Versus Ads
CAVEATS• Adding content is one of several techniques  Business.com used to improve rankings, and the  results achieved sho...
Content, Freshness, and SEOFor Large Sites                 CONTACT: sales@serv.io                          415-512-1590   ...
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Content, Freshness, and SEO for Large Sites-- A Case Study

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This case study reviews the SEO impact of fresh content on a large business site that had seen 70% drop in traffic after Google Panda. The study reveals how the site was able to create content at scale, what worked, what didn't work, and how they achieved a 30%+ boost in traffic for more than half the pages studied.

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  • ----- Meeting Notes (1/18/12 17:33) -----Remove "introduction"
  • ----- Meeting Notes (1/18/12 17:33) -----Remove "introduction"
  • ----- Meeting Notes (1/18/12 17:33) -----Remove "introduction"
  • ----- Meeting Notes (1/18/12 17:33) -----The Servio Create Space Advanced Editorial Workflow-- Title Slide. Don't need table of contents
  • ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
  • ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
  • ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
  • ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
  • ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
  • ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
  • ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
  • ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
  • ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
  • ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
  • ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
  • ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
  • ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
  • ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
  • ----- Meeting Notes (1/18/12 17:33) -----Remove "introduction"
  • Content, Freshness, and SEO for Large Sites-- A Case Study

    1. 1. Content, Freshness, and SEOFor Large Sites
    2. 2. Katherine VanderDriftDirector of SEOServio
    3. 3. The Market Leaderin E-commerce ContentServices•Content Creation•Industrial-Strength SEO•Data Categorization
    4. 4. CustomerCase Study
    5. 5. OVERVIEWLeading Business Content Site• Business Directory• Business Resources• Average Monthly Traffic: >2.5 Million• Revenue Model • Yearly Listing • Adsense
    6. 6. CASE STUDYROUND 1Project 1: Create BusinessTips and Advice• Add Fresh Content • 55% of Content on Page to Be Fresh After Addition• Across 1,000 URLs in Three Months
    7. 7. PROBLEM?OLD CONTENTUp to 13 Years Old (Add “&as_qdr=y15” to end of query to see the date content was published)
    8. 8. PROBLEM?SCRAPED CONTENTCompetitors Scraped ContentCreated Significant Canoncial Issues I’m The I’m The Original Original Content! Content!
    9. 9. PAGE ANATOMY
    10. 10. METHOD• 200 Urls Analyzed• Reviewed Ranking Data Before and After
    11. 11. METHOD• 200 URLs Analyzed• Reviewed Ranking Data Before and After
    12. 12. RESULTS 62% Did Not Change 12% Dropped Slightly 26% Increased Slightly
    13. 13. INITIAL CONCLUSIONS• Page Anatomy: Not Enough Change• Poor Ad-To-Content Ratio• Important Part of Page – Not Changed• Ratio of Fresh, Unique Content versus Old, Duplicate Content
    14. 14. ROUND 2 Create Business Guides & Tips • Percentage of Fresh, Unique Content Added: 100%
    15. 15. PAGE ANATOMY Before After
    16. 16. RESULTS Improvement In Search Ranking 60% 50% 40% 30% 20% 10% 0% No Measurable Change 10-30% Increase >30%
    17. 17. CONCLUSIONS• Content Ratios Are Key – Fresh Versus Old – Unique Versus Duplicate – Content Versus Ads
    18. 18. CAVEATS• Adding content is one of several techniques Business.com used to improve rankings, and the results achieved should take all changes into account.• While many pages on the site were old, this study did not separately track the age of the pages we added content to. Results may vary based on the age of pages on a given site.
    19. 19. Content, Freshness, and SEOFor Large Sites CONTACT: sales@serv.io 415-512-1590 www.serv.io
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