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Best of SEJ Summit: How to Identify Lost & Missed Content Opportunities

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Join Rhea Drysdale, CEO of Outspoken Media, as she covers how to identify lost and missed content opportunities that will attract engaged users and build your site’s expertise, authority, and trust.

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Best of SEJ Summit: How to Identify Lost & Missed Content Opportunities

  1. 1. How to Identify Lost & Missed Content Opportunities Rhea Drysdale CEO, Outspoken Media #SEJSummit @Rhea
  2. 2. Rhea Drysdale CEO, Outspoken Media My path to this point: > " > > #SEJSummit @Rhea
  3. 3. What is a lost content opportunity? #SEJSummit @Rhea
  4. 4. LOST Your content used to perform well, but no longer does. #SEJSummit @Rhea
  5. 5. #SEJSummit @Rhea
  6. 6. What is a missed content opportunity? #SEJSummit @Rhea
  7. 7. MISSED Your content has the potential to perform better. #SEJSummit @Rhea
  8. 8. SpyFu #SEJSummit @Rhea
  9. 9. SEMrush #SEJSummit @Rhea
  10. 10. #SEJSummit @Rhea 2 needs = 2 deliverables
  11. 11. LOST Content Audit MISSED Competitive Gap Analysis
  12. 12. #SEJSummit @Rhea Both deliverables…
  13. 13. …provide #’s that get buy-in,
  14. 14. develop effective, long-term strategies
  15. 15. and detail what needs to happen next.
  16. 16. What is a content audit?
  17. 17. “A content audit is the process of cataloging and analyzing all of the content on a website, including its performance.” #SEJSummit @Rhea http://bit.ly/bigcommerce-content-audit
  18. 18. “The purpose of a content audit for SEO is to improve the perceived trust and quality of a domain, while optimizing crawl budget and the flow of PageRank (PR) and other ranking signals throughout the site.” http://bit.ly/everett-content Everett Sizemore Boundless Immigration #SEJSummit @Rhea
  19. 19. What is a competitive gap analysis?
  20. 20. #SEJSummit @Rhea Rhea Drysdale CEO, Outspoken Media “A gap analysis is a comparison of your current performance versus desired, or optimal, performance. A competitive gap analysis compares your performance to a defined competitor set and metrics.” http://bit.ly/rhea-gap
  21. 21. CONTENT AUDITS
  22. 22. #SEJSummit @Rhea Forgotten content collects digital dust, which results in:
  23. 23. 1 Traffic declines
  24. 24. #SEJSummit @Rhea Due to… 1. Lack of promotion 2. Reduced shares & referral traffic 3. Algorithmic updates 4. Manual actions 5. Lack of freshness 6. Increased competition 7. SERP changes 8. Technical changes 9. Not mobile friendly 10. Not secure
  25. 25. 2 Technical debt
  26. 26. Due to… #SEJSummit @Rhea 1. Server errors & redirects (internal, external, & inbound) 2. CMS upgrades 3. Out-dated plugins 4. Redesigns 5. New server / CDN 6. Updated forms 7. URL and domain changes 8. Outdated authorship 9. Broken or no longer supported assets (PDFs, docs, swf, iFrames, etc.) 10. Broken embeds like tweets, videos or images
  27. 27. ✅ ⛔ 201 1 2018 #SEJSummit @Rhea
  28. 28. 3 + Off-message content
  29. 29. #SEJSummit @Rhea Due to… 1. No longer offering a particular service, product, etc. 2. New brand language 3. New font, colors, and design elements 4. New brand or legal guidelines 5. New regulations and compliance requirements
  30. 30. #SEJSummit @Rhea This can be a major problem, not just for users, but also your SEO performance. 34
  31. 31. #SEJSummit @Rhea Because some pages are held to a higher standard...
  32. 32. #SEJSummit @Rhea YMYL = Your Money or Your Life 36
  33. 33. YMYL = Pages that could potentially impact the future , , , or ☢ of users. #SEJSummit @Rhea
  34. 34. Google Quality Rater Guidelines #SEJSummit @Rhea
  35. 35. Page Quality Rating: Most Important Factors #SEJSummit @Rhea 1. The Purpose of the Page 2. Expertise, Authoritativeness, Trustworthiness 3. Main Content (MC) Quality and Amount 4. Website Information/information about who is responsible for the MC 5. Website Reputation/reputation about who is responsible for the MC
  36. 36. High Quality Pages #SEJSummit @Rhea 1. Very high level of E-A-T 2. A very satisfying amount of high or highest quality MC 3. Very positive website reputation and reputation for the creator of the MC (if different from the site)
  37. 37. If a page has 1+ of the following characteristics, the Low rating applies. If a page has multiple Low quality attributes, a rating lower than Low may be appropriate. #SEJSummit @Rhea
  38. 38. Low Quality Pages #SEJSummit @Rhea 1. An inadequate level of Expertise, Authoritativeness, Trustworthiness 2. The quality of the MC is low 3. There is an unsatisfying amount of MC for the purpose of the page 4. The title of the MC is exaggerated or shocking 5. The Ads or SC distract from the MC 6. There is an unsatisfying amount of website Information or information about the creator of the MC for the purpose of the page 7. A mildly negative reputation for a website or creator of the MC, based on extensive reputation research
  39. 39. There’s so much more… #SEJSummit @Rhea
  40. 40. Predicting site quality (using n-grams) Inventors: Navneet Panda & Yun Zhou Assignee: Google US Patent: 9,767,157 #SEJSummit @Rhea Granted: September 19, 2017 Filed: March 15, 2013 http://bit.ly/bill-site-qualiy Bill Slawski Go Fish Digital
  41. 41. Google has figured out how to generate a phrase model a group of sites. That model is used to establish a baseline site quality score, which is then used to score those and future sites. #SEJSummit @Rhea
  42. 42. What is a n-gram? #SEJSummit @Rhea a statistical analysis of text or speech content to find n (a number) of some sort of item in the text. http://bit.ly/lifewire-n-gram
  43. 43. Google doesn’t have to tell us our content needs work. #SEJSummit @Rhea
  44. 44. We know what we’re doing. #SEJSummit @Rhea
  45. 45. Your secret closet may not be an actual closest. It might be… #SEJSummit @Rhea
  46. 46. Resources #SEJSummit @Rhea Services / Products Blog
  47. 47. Bad content happens to good marketers. #SEJSummit @Rhea
  48. 48. Real example: #SEJSummit @Rhea
  49. 49. Aggressive editorial calendars can unintentionally result in “content spinning” to hit other important goals that erode the quality and performance of a site long-term. #SEJSummit @Rhea
  50. 50. Top 10 Reasons to Buy a Plant
  51. 51. The Benefits of Buying a Plant
  52. 52. How to Buy a Plant
  53. 53. Why You Should Buy a Plant
  54. 54. The Advantages of Buying a Plant
  55. 55. The Pros & Cons of Buying a Plant
  56. 56. 3 Signs You Should Buy a Plant
  57. 57. Buying a Plant in 2018
  58. 58. Buying a Plant in 2019
  59. 59. Purchasing a Plant for Home
  60. 60. Purchasing a Plant for Your House
  61. 61. Ultimate Guide to Buying a Plant
  62. 62. #SEJSummit @Rhea “If you have… different pages with similar content, Google sees these as duplicate versions of the same page. Google will choose one URL as the canonical version and crawl that, and all other URLs will be considered duplicate URLs and crawled less often.”
  63. 63. Legitimate reasons for “poor” quality content Email campaigns Social calendars Sales enablement Demand gen campaigns Personalized experiences
  64. 64. Here’s what I’m proposing… #SEJSummit @Rhea
  65. 65. If other teams don’t touch a piece of content or use it for 6+ months, it becomes… #SEJSummit @Rhea
  66. 66. #SEJSummit @Rhea (Or Yours!) And, then we make SEO results happen and change how organizations perceive content.
  67. 67. The ACTUAL Ultimate Guide to Buying a Plant The Best Indoor Houseplants
  68. 68. “How-to ” Part 1 “How-to ” Part 2 Client A
  69. 69. 6 sessions #SEJSummit @Rhea 61 sessions Organic Sessions Over 17 Months
  70. 70. 81 sessions In 3 months 301 301 #SEJSummit @Rhea
  71. 71. 2,800% YOY increase in August #SEJSummit @Rhea Organic Sessions YOY to Consolidated URLs
  72. 72. If you want to nerd out, look up: #SEJSummit @Rhea
  73. 73. Where do you start? #SEJSummit @Rhea
  74. 74. Marie Kondo
  75. 75. #SEJSummit @Rhea KonMari Method “The life-changing magic of tidying up”
  76. 76. KonMari is a framework for how to make difficult decisions. (With the added benefit of organizing your stuff.)
  77. 77. Content can feel surprisingly heavy and emotional, because: #SEJSummit @Rhea
  78. 78. There are lots of reasons not to update your content! #SEJSummit @Rhea 1. Communication across stakeholders 2. Technical hurdles 3. Lack of resources 4. Lack of funding 5. Sentimental attachment 6. Misaligned expectations 7. Don’t know where/how to start 8. Don’t know what you’re doing 9. No clear owner 10. “It’s not really hurting anything…”
  79. 79. How to perform a content audit #SEJSummit @Rhea
  80. 80. Content Audit in a shell #SEJSummit @Rhea 1. Plan 2. Crawl your site 3. Extract your data 4. Pull other metrics 5. Filter 6. Analyze 7. Tag 8. Make decisions 9. Write up recommendations 10. Get buy-in 11. Get it done
  81. 81. Free Tools Use Advanced Search Operators
  82. 82. Refine web searches: https://support.google.com/websearch/answer/24
  83. 83. Free Tools Verify Your Site with Google & Bing
  84. 84. Free Tools Go Old School
  85. 85. Xenu’s Link Sleuth http://home.snafu.de/tilman/xenulink.html
  86. 86. Use Professional Crawlers #SEJSummit @Rhea
  87. 87. #SEJSummit @Rhea
  88. 88. Use Data Extraction Tools & APIs #SEJSummit @Rhea
  89. 89. #SEJSummit @Rhea
  90. 90. Visualization & Dashboard Tools #SEJSummit @Rhea
  91. 91. When content is too big 1. Databases 2. Data warehouse #SEJSummit @Rhea
  92. 92. How To Run Screaming Frog and URL Profiler on Amazon Web Services #SEJSummit @Rhea http://bit.ly/ipullrank-aws Mike King iPullRank
  93. 93. Limitations #SEJSummit @Rhea
  94. 94. Data Limitations 1,048,576 rows by 16,384 columns Up to 2 million cells for sheets created in or converted to Google Sheets. #SEJSummit @Rhea
  95. 95. Skill Set Limitations #SEJSummit @Rhea • LEN • COUNTIF • SUBSTITUTE • VLOOKUP or INDEX MATCH • Filter • Text to columns • Pivot tables • Insert slicer • GDS - Blend data • GDS - calculated field (label content, group content, shorten URLs) • RegEx (for advanced filtering and formulas)
  96. 96. Web & Technical Literacy #SEJSummit @Rhea •Status codes (errors or redirects) •HTML •Headers •Meta tags •XML sitemaps •Structured markup (social and schema) •How to crawl JavaScript and other blocked content •Page speed •Accessibility •Mobile first indexation
  97. 97. Merge Data, Filter & Tag #SEJSummit @Rhea
  98. 98. What to look for depends on your goals #SEJSummit @Rhea What is/are your business objective(s)? -More engagement focused? -More conversion focused?
  99. 99. ⚠ Be careful! You can fall into a black hole…
  100. 100. Site analytics URLs Page Titles Meta Descriptions Headers Meta tags Errors Redirects Canonicals Parameters Inbound links (RD & BL, followed or no, anchor text) Internal links (quantity, anchors, followed, etc) Ranking keywords Overlapping keywords Organic clicks, impressions, and CTR Avg position for ranking KWs Rich snippets Mobile, tablet or desktop Branded vs non-branded Page Intent (informational, transactional, navigational) Content author Content owner Reputation of author Reputation of website E-A-T Purpose of page Persona / audience segment Buyer journey stage Taxonomy Site sections (products, resources, news, etc) Content type (blog posts, product listings, categories, webinars, whitepapers, infographics, calculators, etc) Custom tagging (topic areas, natural language queries, etc) Content length Content quality Reading level Grammar Legal & brand guidelines Specific regulations Social markup Images Video International considerations
  101. 101. When you emerge weeks later… (or less if you’ve streamlined the process) #SEJSummit @Rhea
  102. 102. Decide What Happens to Your Content: #SEJSummit @Rhea 1. Keep as-is 2. Update 3. Kill 4. Redirect 5. Canonical 6. Noindex 7. Disallow & noindex 8. Consolidate & redirect
  103. 103. Subdomain: Blog post 1 Blog post 2 Blog post 3 Client B
  104. 104. 166 sessions 9,105 sessions Organic Sessions Over 26 Months 137 sessions #SEJSummit @Rhea
  105. 105. 31,323 sessions In 7 months 301 301 301 #SEJSummit @Rhea
  106. 106. Organic Sessions to Old vs Consolidated URLs #SEJSummit @Rhea
  107. 107. COMPETITIVE GAP ANALYSIS
  108. 108. 3 Competitive Analysis Tools #SEJSummit @Rhea
  109. 109. #SEJSummit @Rhea
  110. 110. URLs Page Titles Meta Descriptions Headers Meta tags Errors Redirects Canonicals Parameters Inbound links (RD & BL, followed or no, anchor text) Internal links (quantity, anchors, followed, etc) Ranking keywords Overlapping keywords Organic clicks, impressions, and CTR Avg position for ranking KWs Rich snippets Mobile, tablet or desktop Branded vs non-branded Client vs competitor Page Intent (informational, transactional, navigational) Content author Content owner Reputation of author Reputation of website E-A-T Purpose of page Persona / audience segment Buyer journey stage Taxonomy Site sections (products, resources, news, etc) Content type (blog posts, product listings, categories, webinars, whitepapers, infographics, calculators, etc) Custom tagging (topic areas, natural language queries, etc) Content length Content quality Reading level Grammar Legal & brand guidelines Specific regulations Social markup Images Video International considerations
  111. 111. #SEJSummit @Rhea Topic-Level Competitive Analysis 47460 5162 1900 31620 70 63659 92137 90680 14415 16800 21405 14040 19970 10040
  112. 112. home transaction al topic 1 transaction al topic 2 sub topic 1 sub topic 2 sub topic 3 sub topic 4 sub topic 5 transaction al topic 3 sub topic 1 sub topic 2 sub topic 3 sub topic 4 sub topic 5 sub topic 6 persona content sub topic 1 sub topic 1 sub topic 1Grey = not relevant White = have comparable content Green = no content
  113. 113. Category Sub pg 1 Sub pg 2 Sub pg 3 Sub pg 4 Sub pg 5 Client C
  114. 114. Sub pg 1 Sub pg 2 Sub pg 3 Sub pg 4 Sub pg 5 What was the combined total of internal links to these sub pages?
  115. 115. Sub pg 1 Sub pg 2 Sub pg 3 Sub pg 4 Sub pg 5 7!
  116. 116. Privacy policy Empty job pages How many internal links to these pages?
  117. 117. 3,863 Eek!
  118. 118. YOY Comparison Phase 2 launch Phase 1 launch #SEJSummit @Rhea
  119. 119. #SEJSummit @Rhea
  120. 120. Tale of caution: When you up your game, your competitors will take notice and do the same. #SEJSummit @Rhea
  121. 121. To Recap What are the benefits of updating and consolidating content? #SEJSummit @Rhea
  122. 122. 1 INCREASED WEBSITE QUALITY
  123. 123. 2 IMPROVED USER EXPERIENCE
  124. 124. 3 INCREASED CRAWLING & IMPROVED INDEXATION
  125. 125. 4 INCREASED SEARCH VISIBILITY (RANKINGS, RICH SNIPPETS, ANSWER BOXES, ETC.)
  126. 126. MORE
  127. 127. 6 MORE CONVERSIONS
  128. 128. 7 GROW YOUR BRAND ONLINE
  129. 129. #SEJSummit @Rhea BONUS
  130. 130. 8 SAVE MONEY
  131. 131. 9 SAVE TIME
  132. 132. 10SAVE 6 CELLS
  133. 133. 11 TIME TO INNOVATE!!!!
  134. 134. #SEJSummit @Rhea Thank you! Say hello: rhea@outspokenmedia.com

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