Improve What You Have: How to Increase Rankings on Top Evergreen Content

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Improve What You Have: How to Increase Rankings on Top Evergreen Content

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Maybe you’ve been seeing moderate success in targeting certain keywords, but you feel like you’re stuck where you’re at in the search engines. Why not take a look at older, existing content that......

Maybe you’ve been seeing moderate success in targeting certain keywords, but you feel like you’re stuck where you’re at in the search engines. Why not take a look at older, existing content that may be top quality but just isn’t receiving the social signals or awareness anymore? Join Art Enke as he outlines steps to be taken in order to truly take advantage of quality evergreen content, and move it up in SERPs for what you want to be found for.

In this webinar, learn about:
--Quantitative & page-specific competitor analysis
--Smarter canonicalization
--Strategic internal linking
--“Critical Mass” – the point at which your site can do nothing wrong

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Transcript

  • 1. @ArtEnke PRESENTER: ART ENKE
  • 2. SUCCESS STORY: 297% growth in organic traffic in 6 months
  • 3. WHAT IS EVERGREEN CONTENT? Content that will always be relevant to your audience, compared to topics that may change over time; content that will always be considered up-to-date and of primary interest to your readers. -How-to guides -Resource lists -FAQs -Definitions -Core information
  • 4. HOW TO BOOST RANKINGS ON TOP EVERGREEN CONTENT 1) PLAN & DEFINE ALL CANONICAL CONTENT 2) IMPROVE THE PAGE 3) INTERNAL & EXTERNAL LINKING 4) CONSOLIDATE CONTENT
  • 5. 1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENT KEYWORD MAP Top Pages (URLs) Primary Keyword(s) Secondary Keyword(s) Meta Title Meta Description http://www.bikes.com bikes bike accessories meta title meta desc. http://www.bikes.com/mountain mountain bikes off road bikes meta title meta desc. http://www.example.com/brand brand bikes new brand bikes meta title meta desc.
  • 6. 1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENT KEYWORD MAP
  • 7. Distinct NOT Distinct Your website should look like this WHICH IMAGE BEST REPRESENTS YOUR SITE CONTENT?
  • 8. 1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENT TOOL: SCREAMING FROG
  • 9. 1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENT TOOL: GOOGLE (SITE: COMMAND)
  • 10. 2) IMPROVE THE PAGE: Page-specific competitor analysis TOOL: SEMRUSH
  • 11. 2) IMPROVE THE PAGE: PAGE-SPECIFIC COMPETITOR ANALYSIS TOOL: SEMRUSH
  • 12. 2) IMPROVE THE PAGE: ADD MORE… -VIDEO -IMAGES -COMPELLING LAYOUT -ENGAGING, USEFUL TEXT -TOOLS Make as SHARE-WORTHY as possible!!
  • 13. 3) INTERNAL & EXTERNAL LINKING
  • 14. 3) INTERNAL & EXTERNAL LINKING
  • 15. 4) CONSOLIDATE CONTENT
  • 16. 4) CONSOLIDATE CONTENT - 301-redirect to equivalent pages - Canonicalize all site content - Avoid 404s or bulk redirects to the home page
  • 17. 4) CONSOLIDATE CONTENT - 301-redirect to equivalent pages - Canonicalize all site content - Avoid 404s or bulk redirects to the home page
  • 18. @artenke @verticalmeasure Improve What You Have: Increase Rankings on Top Evergreen Content “CRITICAL MASS”
  • 19. @artenke @verticalmeasure Improve What You Have: Increase Rankings on Top Evergreen Content “CRITICAL MASS”
  • 20. HOW TO BOOST RANKINGS ON TOP EVERGREEN CONTENT 1) PLAN & DEFINE ALL CANONICAL CONTENT 2) IMPROVE THE PAGE 3) INTERNAL & EXTERNAL LINKING 4) CONSOLIDATE CONTENT Aim for “Critical Mass”
  • 21. QUESTIONS? Contact: 888-476-1881 www.VerticalMeasures.com
  • 22. NEXT WEBINAR… The Organizational Keys to PPC Campaign Success Presenter: Zach Etten, Senior Search Marketing Analyst, Vertical Measures Learn about: • 3 fatal organization mistakes • Campaign organization best practices • Why proper organization = Quality Score optimization Check out our website at www.verticalmeasures.com/webinars for registration information. 10Oct 11am PST 2pm EST