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Competitive intelligence - Pubcon 2013
The document outlines strategies for protecting and enhancing brand visibility through effective SEO practices and content optimization. It highlights key tools for competitor analysis, keyword selection, and SERP extraction, alongside best practices for YouTube video optimization to improve search rankings. The emphasis is on using comprehensive descriptions, compelling titles, and metadata to drive traffic and increase visibility.
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Competitive intelligence - Pubcon 2013
- 1. Protecting Your Brand BrianMcDowell Director of Search Intelligence Conductor, Inc
- 2. THE CONDUCTOR TEAM 2 WHOWE ARE •Founded in 2006 •Offices in New York and San Francisco SEO LEADERSHIP •150+ pieces of SEO thought leadership in 2012 •C3 , the largest user conference in enterprise SEO •Dedicated to raising the profile of search marketers CONDUCTOR SEARCHLIGHT •Supporting SEO success for over 5,000 leading brands •$4.5B in SEO revenue under management •6TB of SEO data collected weekly @Conductor
- 3. DOMAIN CLUSTERING (Pre) Keyword:Bed Bath and Beyond Wedding Registry GMSV: 9,900 @Conductor
- 4. DOMAIN CLUSTERING (Post) Keyword:Bed Bath and Beyond Wedding Registry GMSV: 9,900 @Conductor
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- 6. Building a CompetitiveDatabase Keywords SelectionKeywords Selection SERP extractionSERP extraction Saturation and Avg. Position CalculationSaturation and Avg. Position Calculation Competitor Categorization and TrendingCompetitor Categorization and Trending New Competitor AlertingNew Competitor Alerting 1 2 3 4 5 @Conductor
- 7. Top 50%Top 50% byAvg. Rankby Avg. Rank Top 50%Top 50% by Saturationby Saturation Saturation and Average Ranks 800 keywords x 100 positions 800,000800,000 Site/Keyword/PositioSite/Keyword/Positio n Data pointsn Data points Can subdivide by Category for Ecommerce Sites / high variability on competitor domains Domain % Saturation Average Rank Competitor.com Competitor.net Competitor.org 68.35 59.73 58.47 3.2 6.7 2.4 @Conductor
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- 9. How do theydo it? @Conductor
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- 16. Look at CompetitorVisability @Conductor
- 17. Audit HTML –Crawl vs List @Conductor
- 18. THANK YOU We arehiring! http://www.conductor.com/about/careers BRIAN MCDOWELL Director of Search Intelligence Conductor, Inc
- 19. Appendix www.youtube.com/yt/creators/playbook.html • “Likes andFavorites increase your video’s ranking in search” • “Having a lot of responses to your content helps improve your search ranking” • “Publishing content regularly will improve your ranking in the algorithm” • “More content will lead to more viewership and better ranking in the algorithm” • “Metadata is critical to building views from search and related videos as it greatly affects the algorithm” • Write good compelling titles – Keywords first and brand at the end • Write good tags – mix of common and specific, ordering, variations, use quotes for phrases. Use 12+ and fully utilize the 120 character limit • Mirror the title of the video to the tags using the same order • “The algorithm favors comprehensive descriptions” • Comprehensive descriptions should have the most compelling information first (above the fold). Include links, keywords and helpful information (transcribe) • In description – link to your channel page, subscription link, social media links and links to other relevant videos • “YouTube’s search algorithm favors videos that drive traffic to other videos, playlists, channels, or subscriptions via linked annotations” • Having your videos listed in playlists improves your contents ranking in the algorithm
Editor's Notes
- #4 The history for domain clustering within Google is as follows: There was no restrictions in the number of results per domain name. This turned out to be a bad thing, as Matt explained. Google added “host clustering,” that prevented more than two results per domain name to be shown in the search results. Webmasters got around this by placing content on subdomains. Google expanded the clustering to show a max of 3 or 4 results per domain, instead. Google then changed this to show more diversity on the first page of results but show less diversity on the secondary pages. So you’d likely not see more than two results from the same domain name on the first page, but you can see several results from the same domain on secondary pages. Launching soon is a change to this to show less from the same domain, even on subsequent pages, after you’ve already seen about four results from the same domain for that query. http://www.youtube.com/watch?v=sxv-AvNPoh8
- #5 The history for domain clustering within Google is as follows: There was no restrictions in the number of results per domain name. This turned out to be a bad thing, as Matt explained. Google added “host clustering,” that prevented more than two results per domain name to be shown in the search results. Webmasters got around this by placing content on subdomains. Google expanded the clustering to show a max of 3 or 4 results per domain, instead. Google then changed this to show more diversity on the first page of results but show less diversity on the secondary pages. So you’d likely not see more than two results from the same domain name on the first page, but you can see several results from the same domain on secondary pages. Launching soon is a change to this to show less from the same domain, even on subsequent pages, after you’ve already seen about four results from the same domain for that query. http://www.youtube.com/watch?v=sxv-AvNPoh8
- #6 The history for domain clustering within Google is as follows: There was no restrictions in the number of results per domain name. This turned out to be a bad thing, as Matt explained. Google added “host clustering,” that prevented more than two results per domain name to be shown in the search results. Webmasters got around this by placing content on subdomains. Google expanded the clustering to show a max of 3 or 4 results per domain, instead. Google then changed this to show more diversity on the first page of results but show less diversity on the secondary pages. So you’d likely not see more than two results from the same domain name on the first page, but you can see several results from the same domain on secondary pages. Launching soon is a change to this to show less from the same domain, even on subsequent pages, after you’ve already seen about four results from the same domain for that query. http://www.youtube.com/watch?v=sxv-AvNPoh8
- #9 Is Google a competitor????? Do you compete with your Local channel or YouTube channel? Are you competing with Videos, images, authors? Help Optimize it!
- #10 http://ogp.me/
- #11 Talk about Kevin and how he opened up our sales dashboard to our competitors. Monitor global navigation
- #13 Look for squatters on a regular basis – approach legal
- #17 Incorporate SEMRush data into your daily workflow and see where there are keyword opportunities to focus on.