Achieving Top Rankings in Google when content is behind a Paywall

Paywalls, Meters and SEO: How To
Get Gated Content Highly Ranked
By Google
#subscriptionshow

3
Search Engine Strategy + Google
Algorithm
● Organic Ranking Keys:
 Good Content
 Solid Website Architecture
 Strong Backlinks
● Purpose of SEO: To make your content
visible to users
● Adding a paywall—counterintuitive?
#subscriptionshow @ChuckPrice518

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Gated Content Pros & Cons
Benefits
Collect Data from Users & Prospects
Content valued as more useful and trustworthy
Users who Access Gated content frequently convert into
customers
Drawbacks
Smaller audience ~ Some will choose not to pass thru the
Gate
SEO / Backlink Challenges
Negative reactions from users accustomed to so much
Free content on the Web

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Google’s SEO Recommendations for Paywalled Content
● Biggest Problem: Getting restricted access content
visible in public searches
● Google’s Solution: First Click Free (FCF) Policy
 Publishers were required provide 3 free articles to qualify for
inclusion in the Google News Feed ~ Discontinued in 2017
● Google’s Better Idea: Flexible Sampling
 Publishers decide how much content is free

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Flexible Sampling Options
Lead In: Snippet of an entire article to entice, full
access upon subscription
 Wall Street Journal, The Economist, and The
Times
Metered: Limited access to a number of free
articles monthly
 The New York Times, New York Magazine, and
Medium
Hard Paywalls: All content gated
Total Digital Publishing Revenue
Worldwide in 2018:
17.95bn USD
Sources: Statista 2019 | McKinsey & Company 2018
Number of Online Shoppers Signed Up for
1 or More Online Subscriptions
15%

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Which Is The Best Option?
● Short Answer: Depends on the purpose of content
● Metered Content: Great for editorial and News writing
 “Failing” New York Times successfully captures 3mm subscribers
● Lead-In Content: Best with industry studies, charts, statistics and
data, in general.
 Present the problem for free, solve it for a fee
● Hard Paywalls and SEO don’t mix
Over 3 Million of Total Subscribers
Are Digital-Only
NYTimes 2018

Google
Updates &
Their Impact
How Subscription Publishers Should
Respond
#subscriptionshow

9
Latest Google Updates & Their
Potential Impact
March 2017: Algorithm update dubbed FRED
 Rewards websites with positive user experience
 Demotes poor quality content and ad-heavy sites
 Consequently demoted some quality paywall websites
August 2019: Google Core Algorithm Update
 Core algorithm updates may affect rankings
 Most exhaustive to date
 Aim to improve quality of user experience by removing
 Clickbait
 Ad-heavy
 Unreliable Information

10
Latest Google Updates & Their
Potential Impact
October 2019: Algorithm update dubbed BERT
 Biggest Algorithm Change in 5 Years
 Affects 1 in 10 Search Queries
 Uses Natural Language Processing (NLP)
 Improves interpretation of complex long-tail search
queries
 Displays more relevant search results

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Responding To These Updates: What Should I Do?
What Should I do?
● Improve / Update your content – Read Google’s Quality Rater
Guidelines
● Think of content in terms of movie rankings
 New releases perpetually impact Top X Lists
● Playing defense or offense?
 Non-violating sites don’t need to do anything
 Mitigate risk for rank and traffic drop if concerned

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Responding To These Updates: E-A-T
What Should I do?
● E-A-T Perspective
 Expertise, Authoritativeness, and Trustworthiness
 Create content that provides useful and valuable
content
● Google contracts with over 10,000 search quality
raters worldwide to evaluate its search results.

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E-A-T: The Four Question Sets
Google checklist for valuable content and higher search ranking:
Content and Quality
Does the content provide original information, research, or analysis?
Expertise
Is the content trustworthy? Is there clear sourcing? Is the author a subject expert?
Presentation and Production
Are there any spelling or stylistic issues?
Comparative
Does the content provide substantial value compared to other search results?

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Technical SEO Considerations For
Paywalled Content
● The Problem with FRED: difficulty differentiating
paywalled and cloaked content
● Google’s Solution: Structured Data
 JSON-LD and microdata formats acceptable
● If you want Google to crawl and index your entire page,
including the paywalled sections, make sure Googlebot,
and Googlebot-News if applicable, can access your
page.
● Use noarchive robots to avoid cache pirates

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AMP & Paywalls
● AMP: Accelerated Mobile Pages
● Purpose: To deliver content faster on mobile devices
 AMP requires creation of an alternate version of your site that conforms to the AMP project
 Enacting Paywalls on AMP:
 Use amp-subscriptions where appropriate.
 Make sure that your authorization endpoint grants access to content to the appropriate bots from Google and others. This is
different per publisher.
 Ensure that your bot access policy is the same for AMP and non-AMP pages, otherwise this can result in content mismatch errors
that appear in Search Console
● Many smaller publishers lack resources to develop subscription management for AMP
 Solution: Use 3rd party SaaS products like Laterpay

Defining the
Subscription
Strategy
#subscriptionshow

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Balancing Free & Premium
Content
● Free content has a clear advantage in organic
search due to the sheer volume
● Premium content subscription sites need to focus
on SEO to compete
● Two good options for premium content:
 Balance free and premium content like the New York
Times
 Create in-demand content that isn’t available elsewhere
● General rule of thumb: Basic and highly saturated
content should be free
 Whitepaper, e-books, or long form articles demonstrating
expertise become the exception

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To Paywall or Not to Paywall
Ask the following questions
● What is the End Game?
 Looking to increase subscribers or generate leads?
Then content should be gated
 Looking to generate more visitors and links, then
gating will be counterproductive.
● Is the Content Worth Paying For?
 Be honest and think like the user
● Is the Data Collected Worthwhile?
 Consider its impact on the user experience
Most Popular Topics for Paid Online Editorial
Content in the US (2017)

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Crafting A Well-Defined Keyword Strategy
● Consider Users and Intent
 A good KW strategy can improve your Search Rankings
 Carefully Choose Keywords
 Broad search terms are unlikely to convert subscribers
 Specific phrases like “Vaping Statistics 2019” leads to a type of
content that someone in need will pay for.
● Target Your Search
 Focus on targeted and specific “long-tail” search terms and
audiences that are willing to pay.

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Keyword Considerations for Lead-In Content:
● Keywords related to exclusive content in your
lead in can rank high in Google
● Premium sites are less likely to rank well in the
search results for generic searches
● If you are balancing a mix of free and premium
content, you Will need to modify your keyword
strategy accordingly.
A search for “Facebook ad revenue 2015” nets top results for exclusive content.
Searching “Facebook ads” nets the help section from the Facebook site.

21
The Ideal Lead-In Content
● A lead-in that answers 90% of casual readers’
questions is a potent strategy
● The ideal lead-in content summarizes the value of
the paywalled Information
● Clear information on what is behind the paywall:
downloads, infographics, videos, charts, interviews,
etc.

22
Content Recommendations for Converting Users
● Provide Balance:
 Publishers must balance user frustration with paywalls and the
value of their exclusive content.
 Offer an abstract (executive summary) of the
paywalled content
 Helps users recognize the potential value
● Outline what problems the content solves
 Bullet point summary of topics to qualify value proposition

Paywall
Tactics
Positioning for Success
#subscriptionshow

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7 Effective Subscription Paywall Tactics
1. Previews with Limited Access
● Lead-in strategy using an abstract to convert
● Key Player: The Wall Street Journal
● Pro: Quantifies the value of content up front, nets
long-term brand loyalty
● Con: Difficult to convert without an established
audience
● Tip: Exceed expectations with content value
2. Defined Metered Access
● Limited access to a set number of full articles within
designated period
● Key Player: New York Times
● Pro: Users can determine value of content without
aggressive persuasion
● Con: Less effective for publishers lacking brand
power and already high engagement rate
● Tip: Carefully consider the access guidelines for the
nature of your content and audience

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3. Incentivized Metering
● Limited number of free articles to access, with the
option for more upon registration
● Key Player: ForeignAffairs.com
● Pro: Encourages users further into sales funnel
without being too aggressive
● Con: Conversion still requires work
● Tip: Don’t neglect the registered but non-paying
audience
4. Undefined Metered Access
● Unlike defined metering, users are not informed about
metered access
● Key Player: The Washington Post
● Pro: Allows users to browse naturally
● Con: Restriction shock can be a turn-off
● Tip: Works best with well-known publishers and
brands

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5. Timed Preview for Premium Content
● Trial period of free access to all content
● Key Player: Sling TV
● Pro: Allows users more perceived freedom to browse
● Con: Initiating timed free trial without ability to
maximize it can be an annoyance to users
● Tip: Couple method with an incentive for those who
did not maximize their initial trial
6. Premium Content In Feed
● Places premium content alongside free content
● Key Player: Business Insider
● Pro: Increases “Joy of Discovery”
● Con: Premium content may only be valuable to
specific users
● Tip: Clearly indicate added value between free and
premium content

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7. Completely Restricted Content
● All content restricted without subscription
● Key Player: Financial Times + Academic Journals
● Pro: Every reader is a customer
● Con: Few opportunities to convert casual readers
● Tip: Couple this tactic with real-time alerts to
emphasize timeliness and value of content

Using Data To
Grow
Subscribers
Driving Traffic That Converts
#subscriptionshow

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Growing Subscriptions + Driving Traffic
● Paradox of Increasing Traffic and Decreasing Conversions
 Key Issue: Relevancy
● The Best Traffic Source Nets the Most Conversions
 ”Find Your Tribe”
 Figure out who they are and advertise in their natural habitat
● Use Google (or other) Analytics to Determine Your Most
Effective Traffic Sources
Over 40% of revenue comes
from organic search
BrightEdge Research

30
Traffic Analysis With Google Analytics
Google Analytics Offers Several Custom Reports
● Traffic Report
 Indicates where most lucrative traffic comes from
● Keyword Analysis Report
 Indicates which keywords are converting
● Content Efficiency Analysis Report
 Indicates which content is driving the most conversions
● Landing Pages Report
 Indicates which specific pages net the most traffic and
conversion

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Mobile Versus Desktop Optimization
● Mobile-first indexing means Google predominantly
uses the mobile version of the content for indexing
and ranking.
● Historically, the index primarily used the desktop
version of a page's content when evaluating the
relevance of a page to a user's query.
● Starting July 1, 2019, mobile-first indexing was
enabled by default for all new websites (new to the
web or previously unknown to Google Search). For
older or existing websites, we continue to monitor and
evaluate pages based on the best practices.
Quick Tips to Differentiate Strategies
● Differentiate search terms in SEO Strategy
● Consider Voice Search
● Implement AMP
● Track Mobile vs Desktop Traffic in Analytics
● Use SEO Tools to Track Rankings
● Audit Mobile Sites to Go Beyond Rankings

Profitable
Subscription
Models
Case Studies
#subscriptionshow

33
Youpreneur
Tactic: Know & Unite Your Target Demographic
● Youpreneur appeals to a variety of users , ranging from authors
and bloggers to coaches, consultants and more, with one
common characteristic; all identify as entrepreneurs
● Why It Works: Quickly establishes users as part of a broader
community (Tribe)
● Tip: Understanding the audience helps make a stronger
connection and encourages conversion
Youpreneur

34
Birchbox
Tactic: Clearly Define the Process
● Birchbox uses infographics to outline the process from start to
finish in four simple steps
● Why It Works: It comes down to two core concepts ;
discoverability and personalization
● Tip: Visuals can be more effective than words alone, especially
when pushing users through the sales funnel
Birchbox

35
Pencil Kings
Tactic: Using Quizzes to Convert Prospects
● Users complete a 12 question survey to qualify serious
prospects.
● Why It Works: The quiz segments the audience into key
demographics, permitting an opportunity for unique messaging
throughout the selling cycle
● Tip: If you work with multiple audiences, this strategy can be
highly effective.
Pencil Kings

36
Freelance Writers Den
Tactic: Exclusivity Means Power
● Registrants subscribe to a “wait list” indicating the community is
exclusive and well-worth its value
● Why It Works: The value of opportunity available only to
subscribers induces FOMO
● Tip: First hand testimonials about profiting from membership
increases both trust and desire
Freelance Writers Den

37
Study Gateway
Tactic: Offer a Free Trial
● Subscribers get a free 7-day trial with unlimited access to over
2,500 video Bible lessons
● Why It Works: Users get an easy way to learn more about the
Bible and the information they are seeking.
● Tip: Free trials have been shown to convert as high as 60%.
The concept works because people know in advance what they
are paying for.
Study Gateway

38
Copyblogger
Tactic: Use Content for Lead Generation
● Subscribers get high value content; 100,000 words of useful
marketing training for free
● Why It Works: Copyblogger leverages FREE content to pique
users interest in a Paid membership
● Tip: Connect free users with paid members of the community to
create a sense of belonging.
Copyblogger

39
eharmony
Tactic: Offer a Guarantee
● Entice conversion with an offer too good to refuse
 eharmony offers three months of free service if users fail to find a
satisfying match during the trial period
● Why It Works: The guarantee helps reduce anxiety in an
already stressful situation
● Tip: Clearly outline the terms of the guarantee
eharmony

40
Lynda.com
Tactic: Add Apps to Your Subscription Model
● Ensure your content is accessible and functional on Mobile
devices
● Why It Works: Mobile devices are the technology of choice
among many in Lynda’s target demo, making it imperative they
offer mobile video training classes.
● Tip: Adapt your subscription strategy to the behavior of your
users
Lynda.com

41
International Living
Tactic: Leverage User Generated Content for Conversions
● Without a blog, International Living is just another travel site
looking to build membership.
● Why It Works: The “Don’t take our word for it” strategy builds
brand trust
● Tip: Direct users to a member area designed to entice prospects
to subscribe
International Living

42
FabFitFun
Tactic: Offer A Deal Too Good To Miss
● Advertise a bundle deal for a fraction of the suggested retail price
● Why It Works: Rock bottom discounts encourage users to act
fast and think little about whether the deal is worth it
● Tip: Incentivize conversion with e-mail opt-ins that promise an
even larger discount reward
FabFitFun

43
Dollar Shave Club
Tactic: Leverage the Power of Gifting
● Loyal customers are given the opportunity to gift Free Dollar
Shave Club products to others
● Why It Works: 92% of consumers trust referrals from those they
know. Those gifted with products often convert into new
customers.
● Tip: Word of mouth is a powerful tool for growing one’s
business.
Dollar Shave Club

44
Blue Apron
Tactic: Use A Clearly Defined CTA and Create a Sense of
Urgency
● Blue Apron creates an attention-grabbing offer at the top of the
page with a prominent “$50 off your next two boxes” IF you click
the “Get $50 Off” button. In 30 minutes or less!
● Why It Works: A 30 minute offer appeals to consumers' FOMO
● Tip: Many users would prefer to make an impulse purchase than
regret failing to act, later on
Blue Apron

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Questions? ~ I would Love to hear from you!
Chuck Price
Chuck@MeasurableSEO.com
@ChuckPrice518
518-396-5550

Achieving Top Rankings in Google when content is behind a Paywall

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