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Eric Enge @stonetemple / +Eric Enge
Content Effectiveness Optimization
Eric Enge @stonetemple / +Eric Enge
Stone Temple Consulting
ERIC ENGE, CEO
NOTABLE SPEAKER, BOOK
AUTHOR & ENTREPRENEUR 201...
Eric Enge @stonetemple / +Eric Enge
Nationalselfrelianceassociation.com
Eric Enge – Fun Fact 1
October
2010
Eric Enge @stonetemple / +Eric Enge
Eric Enge – Fun Fact 2
ntier.org
February
2011
Eric Enge @stonetemple / +Eric Enge
STC-OPTIMIZED URLs OTHER PAGES STC DID NOT TOUCH
Prior to
Optimization
After
Optimizat...
Eric Enge @stonetemple / +Eric Enge
Why Does Google
Care About the
Quality of Your
Content?
Eric Enge @stonetemple / +Eric Enge
Server Side Delays Test – Google and Bing
Strong
Correlation
Between
Satisfaction and
...
Eric Enge @stonetemple / +Eric Enge
Google
Dropped from
64.4% to 64%
Bing Grew
from 32.8% to
33.6%
% Market
Share
Change f...
Eric Enge @stonetemple / +Eric Enge
How
Monopolies
Fall From
Grace
“You Can
Dominate That
Market if You
Want to, But
No On...
Eric Enge @stonetemple / +Eric Enge
Amazon is the Most Popular Place to Start
Product Searches
Eric Enge @stonetemple / +Eric Enge
Source: Chartbeat
Facebook
Rising
Eric Enge @stonetemple / +Eric Enge
Eric Enge @stonetemple / +Eric Enge
Messaging Apps
Used By Billions
Worldwide
Eric Enge @stonetemple / +Eric Enge
SMS Texting Remains Huge
Eric Enge @stonetemple / +Eric Enge
Personal Assistants on the Rise
Eric Enge @stonetemple / +Eric Enge
She Has Options
Texting
Facebook
Siri
Eric Enge @stonetemple / +Eric Enge
The “Hyper-
Connected”
Escalate the Need
Eric Enge @stonetemple / +Eric Enge
Expect High
Quality, and Lots
of Choices …
Because
Accessing All
Their Choices is
Easi...
Eric Enge @stonetemple / +Eric Enge
Look for
Engagement (or
Entertainment) …
Because There are
so Many Available
Channels ...
Eric Enge @stonetemple / +Eric Enge
Require
Authenticity
…
Because There
are so Many
Ways That
Inauthentic
Behavior Can
Ge...
Eric Enge @stonetemple / +Eric Enge
Impatient …
Because There
are Others that
Will Provide a
Faster Response
Eric Enge @stonetemple / +Eric Enge
Short Attention
Span …
Because Other
Enticing Things
are Awaiting
Their Attention
Eric Enge @stonetemple / +Eric Enge
Background
Eric Enge @stonetemple / +Eric Enge
Eric Enge @stonetemple / +Eric Enge
Background
Best Practices
1
Analysis of a Page
3
Content Effectiveness Optimization
2
Eric Enge @stonetemple / +Eric Enge
What Percentage of Users Do You Satisfy?
Eric Enge @stonetemple / +Eric Enge
What if Your Percentage is Lower
Than the Competition?
Eric Enge @stonetemple / +Eric Enge
A Sample Query Session (Source: Bing)
Eric Enge @stonetemple / +Eric Enge 29
May Not Be
The
Experience
They Are
Looking For
Eric Enge @stonetemple / +Eric Enge 30
Think Instead About Task Completion
Eric Enge @stonetemple / +Eric Enge 31
Eric Enge @stonetemple / +Eric Enge
What Does This Impact?
On-Page Copy
Related Products Shown on Page
Links to Other Rela...
Eric Enge @stonetemple / +Eric Enge
Analysis of a Page
Eric Enge @stonetemple / +Eric Enge 34
Let’s Pick
This One,
Since Google
Ranks it #1
Eric Enge @stonetemple / +Eric Enge 35
Eric Enge @stonetemple / +Eric Enge 36
A Strong
Brand Helps a
Lot!
Eric Enge @stonetemple / +Eric Enge 37
Help Users
Pick a Type
Free Delivery
Offer
Financing
Eric Enge @stonetemple / +Eric Enge 38
Shipping Options
Eric Enge @stonetemple / +Eric Enge 39
Immediate Pick Up
Eric Enge @stonetemple / +Eric Enge 40
Broader
Category
Common
Refinements
Related
Categories
Eric Enge @stonetemple / +Eric Enge
Improving Content
Quality: Simple
Competitive
Analysis
Eric Enge @stonetemple / +Eric Enge
Define What Your Pages are About
Don’t Forget
About “Task
Completion”
Eric Enge @stonetemple / +Eric Enge
Identify the Customer Needs the
Pages Should Satisfy
Brainstorm
With Your
Internal
Team
Eric Enge @stonetemple / +Eric Enge
Talk to Customers and Prospects For More Input
Eric Enge @stonetemple / +Eric Enge
Invest in Usability and Design
Eric Enge @stonetemple / +Eric Enge
AttentionWizard.com
Eric Enge @stonetemple / +Eric Enge
Get User Feedback on Your Pages
Eric Enge @stonetemple / +Eric Enge
Measure Levels of Engagement
Eric Enge @stonetemple / +Eric Enge
From Rand Fishkin’s Mozcon Keynote June 2015
Eric Enge @stonetemple / +Eric Enge
Perform A/B Split Testing
Eric Enge @stonetemple / +Eric Enge
Improving Content
Quality: Advanced
Technical Analysis
Eric Enge @stonetemple / +Eric Enge
Term Frequency – Inverse Document Frequency
Eric Enge @stonetemple / +Eric Enge
What is TF (Term Frequency)?
How Often Does the
Word “Coach”
Appear?
5 Times in 581
Wo...
Eric Enge @stonetemple / +Eric Enge
Normal Frequency is More Like 5 in 330,000 Words
Eric Enge @stonetemple / +Eric Enge
The Math for Term Frequency
These are What Make TF Different
Than Keyword Density
Eric Enge @stonetemple / +Eric Enge
What Term Frequency Tells Us
Which Key
Phrases Carry
the Most
Weight on a
Page
Eric Enge @stonetemple / +Eric Enge
What is IDF (Inverse Document Frequency)?
Frequency
of “basket”
Frequency of
“basketba...
Eric Enge @stonetemple / +Eric Enge
The Concept of Inverse Document Frequency
Total Number
of Documents
Number of
Document...
Eric Enge @stonetemple / +Eric Enge
What Inverse Document Frequency Tells Us
What Makes
Your Page
Unique
Eric Enge @stonetemple / +Eric Enge
Why Look at TFIDF?
Because It’s a Core Search Concept. From an
August 2014 Post by Goo...
Eric Enge @stonetemple / +Eric Enge
It May Seem Like Cheating, But Use TFIDF to …
Eric Enge @stonetemple / +Eric Enge
Example 1 – Annuals
What’s Missing?
Eric Enge @stonetemple / +Eric Enge
Example 1 – Annuals
People Who Are Looking
for Annuals May Also Want
Perennials
Eric Enge @stonetemple / +Eric Enge
Example 2 – Business Loans
What’s Missing?
Eric Enge @stonetemple / +Eric Enge
Example 2 – Business Loans
People Who Are Looking
for Business Loans Want
to Know the ...
Eric Enge @stonetemple / +Eric Enge
A Detailed
Process
Eric Enge @stonetemple / +Eric Enge
http://stonet.co/TFSpread
Get The Spreadsheet You Need Here
This includes all
the TFID...
Eric Enge @stonetemple / +Eric Enge
Pull in the
Keyword
Density
Data for
the Top 5
(or 10)
Results
Eric Enge @stonetemple / +Eric Enge
Load Keyword Data into the Spreadsheet
You Only Need
to Fill in the
Yellow Columns,
th...
Eric Enge @stonetemple / +Eric Enge
When You Collect the Data it Will Look Like This at First
Eric Enge @stonetemple / +Eric Enge
Copy All the Keywords Over Into One Column
Eric Enge @stonetemple / +Eric Enge
Select the Column and Then Remove the Duplicates
1 2
Eric Enge @stonetemple / +Eric Enge
Now Use VLOOKUP to Match Up the Data
1. Takes This Word 2. Finds the
Matching Word in
...
Eric Enge @stonetemple / +Eric Enge
When You’re Done it Will Look Like This
Grab This Data
to Copy Over
Eric Enge @stonetemple / +Eric Enge
Load Keyword Data into the Spreadsheet
Copy The Data
Here: You Only
Need to Fill in
th...
Eric Enge @stonetemple / +Eric Enge
Focus on The Phrases on Most of the Ranking Sites
If it’s on Most
of the
Competing
Sit...
Eric Enge @stonetemple / +Eric Enge
See How You Are Doing on Those Phrases
Eric Enge @stonetemple / +Eric Enge
You Can Also Look at TF Ratios
A Ratio Below 0.9 is May
Be a Potential Concern
Eric Enge @stonetemple / +Eric Enge
STC-OPTIMIZED URLs OTHER PAGES STC DID NOT TOUCH
Prior to
Optimization
After
Optimizat...
Eric Enge @stonetemple / +Eric Enge
Design for User Satisfaction
Think About Task Completion
Measure Satisfaction Levels
E...
Eric Enge @stonetemple / +Eric Enge
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple...
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Content Effectiveness Optimization - Ungagged 2016

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Panda was the first shot across the bow from Google in placing emphasis on content quality. But what else has Google done since then, and what tools exist to increase the quality of your content? Find out in this presentation.

This slide is presented by Eric Enge at Ungagged Conference in Las Veges, November 15, 2016.

Published in: Marketing
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Content Effectiveness Optimization - Ungagged 2016

  1. 1. Eric Enge @stonetemple / +Eric Enge Content Effectiveness Optimization
  2. 2. Eric Enge @stonetemple / +Eric Enge Stone Temple Consulting ERIC ENGE, CEO NOTABLE SPEAKER, BOOK AUTHOR & ENTREPRENEUR 2016 US Search Awards 2016 Search Personality of the Year 2016 Landys Search Marketer of the Year
  3. 3. Eric Enge @stonetemple / +Eric Enge Nationalselfrelianceassociation.com Eric Enge – Fun Fact 1 October 2010
  4. 4. Eric Enge @stonetemple / +Eric Enge Eric Enge – Fun Fact 2 ntier.org February 2011
  5. 5. Eric Enge @stonetemple / +Eric Enge STC-OPTIMIZED URLs OTHER PAGES STC DID NOT TOUCH Prior to Optimization After Optimization Change Prior to Optimization After Optimization Change Branded KW 420,494 436,465 4% 4,504,861 3,382,902 -25% Non- Branded KW 12,664 21,216 68% 82,228 73,536 -11% 11% Pages without STC SEO- optimized text 68% 50 pages with STC SEO- optimized text for non- branded keywords Impact of Optimizing On-Page Content On a Large Scale E-Commerce Site
  6. 6. Eric Enge @stonetemple / +Eric Enge Why Does Google Care About the Quality of Your Content?
  7. 7. Eric Enge @stonetemple / +Eric Enge Server Side Delays Test – Google and Bing Strong Correlation Between Satisfaction and Revenue
  8. 8. Eric Enge @stonetemple / +Eric Enge Google Dropped from 64.4% to 64% Bing Grew from 32.8% to 33.6% % Market Share Change for Google and Bing Over 12 Months
  9. 9. Eric Enge @stonetemple / +Eric Enge How Monopolies Fall From Grace “You Can Dominate That Market if You Want to, But No One Does That Anymore”
  10. 10. Eric Enge @stonetemple / +Eric Enge Amazon is the Most Popular Place to Start Product Searches
  11. 11. Eric Enge @stonetemple / +Eric Enge Source: Chartbeat Facebook Rising
  12. 12. Eric Enge @stonetemple / +Eric Enge
  13. 13. Eric Enge @stonetemple / +Eric Enge Messaging Apps Used By Billions Worldwide
  14. 14. Eric Enge @stonetemple / +Eric Enge SMS Texting Remains Huge
  15. 15. Eric Enge @stonetemple / +Eric Enge Personal Assistants on the Rise
  16. 16. Eric Enge @stonetemple / +Eric Enge She Has Options Texting Facebook Siri
  17. 17. Eric Enge @stonetemple / +Eric Enge The “Hyper- Connected” Escalate the Need
  18. 18. Eric Enge @stonetemple / +Eric Enge Expect High Quality, and Lots of Choices … Because Accessing All Their Choices is Easier Than its Ever Been
  19. 19. Eric Enge @stonetemple / +Eric Enge Look for Engagement (or Entertainment) … Because There are so Many Available Channels and Progressive Brands Offering it
  20. 20. Eric Enge @stonetemple / +Eric Enge Require Authenticity … Because There are so Many Ways That Inauthentic Behavior Can Get Exposed
  21. 21. Eric Enge @stonetemple / +Eric Enge Impatient … Because There are Others that Will Provide a Faster Response
  22. 22. Eric Enge @stonetemple / +Eric Enge Short Attention Span … Because Other Enticing Things are Awaiting Their Attention
  23. 23. Eric Enge @stonetemple / +Eric Enge Background
  24. 24. Eric Enge @stonetemple / +Eric Enge
  25. 25. Eric Enge @stonetemple / +Eric Enge Background Best Practices 1 Analysis of a Page 3 Content Effectiveness Optimization 2
  26. 26. Eric Enge @stonetemple / +Eric Enge What Percentage of Users Do You Satisfy?
  27. 27. Eric Enge @stonetemple / +Eric Enge What if Your Percentage is Lower Than the Competition?
  28. 28. Eric Enge @stonetemple / +Eric Enge A Sample Query Session (Source: Bing)
  29. 29. Eric Enge @stonetemple / +Eric Enge 29 May Not Be The Experience They Are Looking For
  30. 30. Eric Enge @stonetemple / +Eric Enge 30 Think Instead About Task Completion
  31. 31. Eric Enge @stonetemple / +Eric Enge 31
  32. 32. Eric Enge @stonetemple / +Eric Enge What Does This Impact? On-Page Copy Related Products Shown on Page Links to Other Related Products Shipping Options, Ordering Options, … Links Supporting Content About Us, Contact Us, Privacy Policies
  33. 33. Eric Enge @stonetemple / +Eric Enge Analysis of a Page
  34. 34. Eric Enge @stonetemple / +Eric Enge 34 Let’s Pick This One, Since Google Ranks it #1
  35. 35. Eric Enge @stonetemple / +Eric Enge 35
  36. 36. Eric Enge @stonetemple / +Eric Enge 36 A Strong Brand Helps a Lot!
  37. 37. Eric Enge @stonetemple / +Eric Enge 37 Help Users Pick a Type Free Delivery Offer Financing
  38. 38. Eric Enge @stonetemple / +Eric Enge 38 Shipping Options
  39. 39. Eric Enge @stonetemple / +Eric Enge 39 Immediate Pick Up
  40. 40. Eric Enge @stonetemple / +Eric Enge 40 Broader Category Common Refinements Related Categories
  41. 41. Eric Enge @stonetemple / +Eric Enge Improving Content Quality: Simple Competitive Analysis
  42. 42. Eric Enge @stonetemple / +Eric Enge Define What Your Pages are About Don’t Forget About “Task Completion”
  43. 43. Eric Enge @stonetemple / +Eric Enge Identify the Customer Needs the Pages Should Satisfy Brainstorm With Your Internal Team
  44. 44. Eric Enge @stonetemple / +Eric Enge Talk to Customers and Prospects For More Input
  45. 45. Eric Enge @stonetemple / +Eric Enge Invest in Usability and Design
  46. 46. Eric Enge @stonetemple / +Eric Enge AttentionWizard.com
  47. 47. Eric Enge @stonetemple / +Eric Enge Get User Feedback on Your Pages
  48. 48. Eric Enge @stonetemple / +Eric Enge Measure Levels of Engagement
  49. 49. Eric Enge @stonetemple / +Eric Enge From Rand Fishkin’s Mozcon Keynote June 2015
  50. 50. Eric Enge @stonetemple / +Eric Enge Perform A/B Split Testing
  51. 51. Eric Enge @stonetemple / +Eric Enge Improving Content Quality: Advanced Technical Analysis
  52. 52. Eric Enge @stonetemple / +Eric Enge Term Frequency – Inverse Document Frequency
  53. 53. Eric Enge @stonetemple / +Eric Enge What is TF (Term Frequency)? How Often Does the Word “Coach” Appear? 5 Times in 581 Words
  54. 54. Eric Enge @stonetemple / +Eric Enge Normal Frequency is More Like 5 in 330,000 Words
  55. 55. Eric Enge @stonetemple / +Eric Enge The Math for Term Frequency These are What Make TF Different Than Keyword Density
  56. 56. Eric Enge @stonetemple / +Eric Enge What Term Frequency Tells Us Which Key Phrases Carry the Most Weight on a Page
  57. 57. Eric Enge @stonetemple / +Eric Enge What is IDF (Inverse Document Frequency)? Frequency of “basket” Frequency of “basketball player”
  58. 58. Eric Enge @stonetemple / +Eric Enge The Concept of Inverse Document Frequency Total Number of Documents Number of Documents That Use a Given Term
  59. 59. Eric Enge @stonetemple / +Eric Enge What Inverse Document Frequency Tells Us What Makes Your Page Unique
  60. 60. Eric Enge @stonetemple / +Eric Enge Why Look at TFIDF? Because It’s a Core Search Concept. From an August 2014 Post by Google: “This is the idea of the famous TFIDF, long used to index web pages.”
  61. 61. Eric Enge @stonetemple / +Eric Enge It May Seem Like Cheating, But Use TFIDF to …
  62. 62. Eric Enge @stonetemple / +Eric Enge Example 1 – Annuals What’s Missing?
  63. 63. Eric Enge @stonetemple / +Eric Enge Example 1 – Annuals People Who Are Looking for Annuals May Also Want Perennials
  64. 64. Eric Enge @stonetemple / +Eric Enge Example 2 – Business Loans What’s Missing?
  65. 65. Eric Enge @stonetemple / +Eric Enge Example 2 – Business Loans People Who Are Looking for Business Loans Want to Know the Interest Rate
  66. 66. Eric Enge @stonetemple / +Eric Enge A Detailed Process
  67. 67. Eric Enge @stonetemple / +Eric Enge http://stonet.co/TFSpread Get The Spreadsheet You Need Here This includes all the TFIDF Formulas Warning: Will Download a Spreadsheet to Your Computer
  68. 68. Eric Enge @stonetemple / +Eric Enge Pull in the Keyword Density Data for the Top 5 (or 10) Results
  69. 69. Eric Enge @stonetemple / +Eric Enge Load Keyword Data into the Spreadsheet You Only Need to Fill in the Yellow Columns, the Rest is Automatic
  70. 70. Eric Enge @stonetemple / +Eric Enge When You Collect the Data it Will Look Like This at First
  71. 71. Eric Enge @stonetemple / +Eric Enge Copy All the Keywords Over Into One Column
  72. 72. Eric Enge @stonetemple / +Eric Enge Select the Column and Then Remove the Duplicates 1 2
  73. 73. Eric Enge @stonetemple / +Eric Enge Now Use VLOOKUP to Match Up the Data 1. Takes This Word 2. Finds the Matching Word in Column I 3. Copies the Value Over Here VLOOKUP(A3,I:J,2,FALSE)
  74. 74. Eric Enge @stonetemple / +Eric Enge When You’re Done it Will Look Like This Grab This Data to Copy Over
  75. 75. Eric Enge @stonetemple / +Eric Enge Load Keyword Data into the Spreadsheet Copy The Data Here: You Only Need to Fill in the Yellow Columns, the Rest is Automatic
  76. 76. Eric Enge @stonetemple / +Eric Enge Focus on The Phrases on Most of the Ranking Sites If it’s on Most of the Competing Sites, Should it be on Yours?
  77. 77. Eric Enge @stonetemple / +Eric Enge See How You Are Doing on Those Phrases
  78. 78. Eric Enge @stonetemple / +Eric Enge You Can Also Look at TF Ratios A Ratio Below 0.9 is May Be a Potential Concern
  79. 79. Eric Enge @stonetemple / +Eric Enge STC-OPTIMIZED URLs OTHER PAGES STC DID NOT TOUCH Prior to Optimization After Optimization Change Prior to Optimization After Optimization Change Branded KW 420,494 436,465 4% 4,504,861 3,382,902 -25% Non- Branded KW 12,664 21,216 68% 82,228 73,536 -11% 11% Pages without STC SEO- optimized text 68% 50 pages with STC SEO- optimized text for non- branded keywords Impact of Optimizing On-Page Content On a Large Scale E-Commerce Site
  80. 80. Eric Enge @stonetemple / +Eric Enge Design for User Satisfaction Think About Task Completion Measure Satisfaction Levels Examine Competitor Pages for Ideas Use TFIDF Analysis to Get Google’s Indirect Help Short Summary
  81. 81. Eric Enge @stonetemple / +Eric Enge Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 962-8474 www.stonetemple.com Thank You!

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