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Content Success Factors - #SearchFest 2016

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We take a data-driven look at what factors affect brand awareness-focused content marketing efforts, citing data from Moz, Backlinko, Searchmetrics, STAT, and Buzzsumo.

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Content Success Factors - #SearchFest 2016

  1. 1. Content Success Factors Data-Driven Performance Insights For 2016 @KaneJamison #SearchFest
  2. 2. Slides! 2@KaneJamison #SearchFest hmny.co/lotsofcontentdata
  3. 3. So… let’s get the definition of success out of the way. 3@KaneJamison #SearchFest
  4. 4. Your Goal: 4@KaneJamison #SearchFest Brand Awareness Engagement Conversion Retention Your Success Metrics: Traffic, Links, Shares, Rankings Subscribers, Content Downloads Leads, Sales Repeat + Recurring Revenue, Referrals, Reviews
  5. 5. 5@KaneJamison #SearchFest Your Goal: Brand Awareness Engagement Conversion Retention Your Success Metrics: Traffic, Links, Shares, Rankings Subscribers, Content Downloads Leads, Sales Repeat + Recurring Revenue, Referrals, Reviews
  6. 6. What Ranks? 6@KaneJamison #SearchFest What Earns Links & Shares? 1 2
  7. 7. 7@KaneJamison #SearchFest Remember all of those great studies you forgot to read?
  8. 8. 8@KaneJamison #SearchFest I read all of them for you
  9. 9. 9@KaneJamison #SearchFest SOURCES: Moz Ranking Factors: hmny.co/mozfactors Searchmetrics Ranking Factors: hmny.co/searchmetricsfactors Backlinko 1 Million Study: hmny.co/backlinkofactors Buzzsumo/Moz Shares & Links: hmny.co/buzzmoz Stat Featured Snippets: hmny.co/statblog
  10. 10. What Ranks? @KaneJamison #SearchFest 1
  11. 11. 11@KaneJamison #SearchFest Word Count?
  12. 12. 12@KaneJamison #SearchFest WORD COUNT Backlinko: Average page one result is 1890 Words.
  13. 13. 13@KaneJamison #SearchFest Searchmetrics: Average page one result is 1285 Words. Heavy spike towards bottom of page 1. WORD COUNT
  14. 14. 14@KaneJamison #SearchFest STAT: Average page one result is 906 words. WORD COUNT
  15. 15. 15@KaneJamison #SearchFest STAT Data: Modest upward trend on featured snippet SERPs. WORD COUNT
  16. 16. 16@KaneJamison #SearchFest Moz Correlation: 5.6% Searchmetrics Correlation: 7% WORD COUNT
  17. 17. 17@KaneJamison #SearchFest WORD COUNT Verdict: Kind of important.
  18. 18. 18@KaneJamison #SearchFest WORD COUNT Verdict: Kind of important. Make sure you’re above average for the primary SERP you’re targeting. 800-1200 words seems safe.
  19. 19. 19@KaneJamison #SearchFest Schema.org?
  20. 20. 20@KaneJamison #SearchFest Backlinko: Upward trend for positions 3-10. Sharp decline on 1-2. SCHEMA.ORG
  21. 21. 21@KaneJamison #SearchFest STAT Data: Lower Schema.org usage in #1-4 on featured snippet SERPs. SCHEMA.ORG
  22. 22. 22@KaneJamison #SearchFest Moz Survey: 5% Correlation Expected Moz Data: 1% Actual Correlation SCHEMA.ORG
  23. 23. 23@KaneJamison #SearchFest SCHEMA.ORG Verdict: Don’t do it for the rankings.
  24. 24. 24@KaneJamison #SearchFest SCHEMA.ORG Verdict: Don’t do it for the rankings. Schema.org and other types of markup are important for rich snippets, however, so you shouldn’t totally ignore it.
  25. 25. 25@KaneJamison #SearchFest Keyword Usage?
  26. 26. 26@KaneJamison #SearchFest KEYWORD USAGE Backlinko: Solid higher average “topic authority” for positions 1-3.
  27. 27. 27@KaneJamison #SearchFest KEYWORD USAGE Searchmetrics: General upward trend except #1 & 2.
  28. 28. 28@KaneJamison #SearchFest KEYWORD USAGE STAT DATA: Pretty clear trend.
  29. 29. 29@KaneJamison #SearchFest KEYWORD USAGE Moz: Raw # of Keyword Matches In Body Text
  30. 30. 30@KaneJamison #SearchFest TITLE TAGS Backlinko: Solid trend and quite a jump at #1.
  31. 31. 31@KaneJamison #SearchFest TITLE TAGS STAT DATA: Mild trend peaking at first organic slot (#2 since #1 is a snippet).
  32. 32. 32@KaneJamison #SearchFest KEYWORD USAGE Verdict: Would you believe me if I said keywords are still important?
  33. 33. 33@KaneJamison #SearchFest KEYWORD USAGE Verdict: Would you believe me if I said keywords are still important? Don’t get so caught up with link strategies and launch campaigns that you forget to block and tackle.
  34. 34. 34@KaneJamison #SearchFest Readability?
  35. 35. 35@KaneJamison #SearchFest READABILITY Searchmetrics: Very slightly easier- to-read content leading the pack.
  36. 36. 36@KaneJamison #SearchFest READABILITY STAT DATA: Trend looks mild but 2 points higher between #1-10.
  37. 37. 37@KaneJamison #SearchFest READABILITY Verdict: Mildly Important
  38. 38. 38@KaneJamison #SearchFest READABILITY Verdict: Mildly Important Readability is probably more important for shareability than for rankings alone.
  39. 39. 39@KaneJamison #SearchFest Images & Video?
  40. 40. 40@KaneJamison #SearchFest IMAGES Backlinko: Almost no trend here.
  41. 41. 41@KaneJamison #SearchFest IMAGES Backlinko: Almost no trend here.
  42. 42. 42@KaneJamison #SearchFest IMAGES STAT DATA: Actually a downward trend, with featured snippets tending to have fewer images.
  43. 43. 43@KaneJamison #SearchFest VIDEO Searchmetrics: Pretty big page one jump here – 50% higher on average than page 2 results.
  44. 44. 44@KaneJamison #SearchFest VIDEO STAT Data: Zero trend here within page 1 results.
  45. 45. 45@KaneJamison #SearchFest IMAGES & VIDEO Verdict: Not a make-or-break factor.
  46. 46. 46@KaneJamison #SearchFest IMAGES & VIDEO Verdict: Not a make-or-break factor. Use images & video to improve overall user experience and content quality, not for rankings.
  47. 47. 47@KaneJamison #SearchFest Lists? Tables? Links?
  48. 48. 48@KaneJamison #SearchFest UNORDERED LISTS Searchmetrics: Upward trend towards #2.
  49. 49. 49@KaneJamison #SearchFest UNORDERED LISTS STAT Data: Pretty flat. Modest bump for first two organic results.
  50. 50. 50@KaneJamison #SearchFest ORDERED LISTS STAT Data: Quite a bit more of a trend here, especially for the featured snippet position.
  51. 51. 51@KaneJamison #SearchFest TABLES STAT Data: Similar trend to ordered lists, with featured snippet URLs being much more likely to have a <table>.
  52. 52. 52@KaneJamison #SearchFest OUTBOUND LINKS STAT Data: Another noticeable trend for #2-3 positions.
  53. 53. 53@KaneJamison #SearchFest LISTS, TABLES, OUTBOUND LINKS Verdict: <ol> & <table> usage trends almost as strongly as keyword usage on the page.
  54. 54. 54@KaneJamison #SearchFest LISTS, TABLES, OUTBOUND LINKS Verdict: <ol> & <table> usage trends almost as strongly as keyword usage on the page. I’m not going to say these are ranking factors, but I think they’re all indicative of well-formatted content. Use them!
  55. 55. @KaneJamison #SearchFest What Earns Links & Shares?2
  56. 56. 56@KaneJamison #SearchFest Buzzsumo & Moz: The vast majority of content gets <8 shares and 0 links.
  57. 57. 57@KaneJamison #SearchFest Buzzsumo & Moz: No correlation between links and social shares.
  58. 58. 58@KaneJamison #SearchFest Buzzsumo & Moz: ...except for posts with over 10,000 total shares: Reverse is not true. Highly-linked posts show no correlation with social shares.
  59. 59. Word Count? 59@KaneJamison #SearchFest
  60. 60. 60@KaneJamison #SearchFest WORD COUNT Buzzsumo & Moz: Pretty clear trend here for social shares and links alike:
  61. 61. 61@KaneJamison #SearchFest WORD COUNT Verdict: Pretty important.
  62. 62. 62@KaneJamison #SearchFest WORD COUNT Verdict: Pretty important.
  63. 63. Formats? 63@KaneJamison #SearchFest
  64. 64. 64@KaneJamison #SearchFest FORMATS Which Post Formats Earn Links Versus Shares?:
  65. 65. 65@KaneJamison #SearchFest FORMATS Which Post Formats Earn Links Versus Shares?:
  66. 66. 66@KaneJamison #SearchFest FORMATS Which Post Formats Earn Links Versus Shares?:
  67. 67. 67@KaneJamison #SearchFest FORMATS Data-Based Research Content Earns Higher Average Links:
  68. 68. 68@KaneJamison #SearchFest FORMATS Verdict: Know your goal.
  69. 69. 69@KaneJamison #SearchFest FORMATS Verdict: Know your goal. Making content linkable & shareable is possible but needs to be well planned.
  70. 70. 70@KaneJamison #SearchFest TAKEAWAYS 1 - Design & formatting matters.
  71. 71. 71@KaneJamison #SearchFest TAKEAWAYS 2 – Use long-form content to build links & domain authority.
  72. 72. 72@KaneJamison #SearchFest TAKEAWAYS 3 – Use short-form content to keep audiences engaged cost effectively.
  73. 73. 73@KaneJamison #SearchFest TAKEAWAYS 4 – Align each content type and purpose with your keyword planning.
  74. 74. @KaneJamison Founder, Content Harmony #SearchFest THANK YOU! Slides! hmny.co/lotsofcontentdata

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