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.

1. Eric Enge @stonetemple / +Eric Enge
Content Effectiveness Optimization

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. Eric Enge @stonetemple / +Eric Enge
Nationalselfrelianceassociation.com
Eric Enge – Fun Fact 1
October
2010

4. Eric Enge @stonetemple / +Eric Enge
Eric Enge – Fun Fact 2
ntier.org
February
2011

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. Eric Enge @stonetemple / +Eric Enge
Why Does Google
Care About the
Quality of Your
Content?

7. Eric Enge @stonetemple / +Eric Enge
Server Side Delays Test – Google and Bing
Strong
Correlation
Between
Satisfaction and
Revenue

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. 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. Eric Enge @stonetemple / +Eric Enge
Amazon is the Most Popular Place to Start
Product Searches

11. Eric Enge @stonetemple / +Eric Enge
Source: Chartbeat
Facebook
Rising

12. Eric Enge @stonetemple / +Eric Enge

13. Eric Enge @stonetemple / +Eric Enge
Messaging Apps
Used By Billions
Worldwide

14. Eric Enge @stonetemple / +Eric Enge
SMS Texting Remains Huge

15. Eric Enge @stonetemple / +Eric Enge
Personal Assistants on the Rise

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She Has Options
Texting
Facebook
Siri

17. Eric Enge @stonetemple / +Eric Enge
The “Hyper-
Connected”
Escalate the Need

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. Eric Enge @stonetemple / +Eric Enge
Look for
Engagement (or
Entertainment) …
Because There are
so Many Available
Channels and
Progressive Brands
Offering it

20. Eric Enge @stonetemple / +Eric Enge
Require
Authenticity
…
Because There
are so Many
Ways That
Inauthentic
Behavior Can
Get Exposed

21. Eric Enge @stonetemple / +Eric Enge
Impatient …
Because There
are Others that
Will Provide a
Faster Response

22. Eric Enge @stonetemple / +Eric Enge
Short Attention
Span …
Because Other
Enticing Things
are Awaiting
Their Attention

23. Eric Enge @stonetemple / +Eric Enge
Background

24. Eric Enge @stonetemple / +Eric Enge

25. Eric Enge @stonetemple / +Eric Enge
Background
Best Practices
1
Analysis of a Page
3
Content Effectiveness Optimization
2

26. Eric Enge @stonetemple / +Eric Enge
What Percentage of Users Do You Satisfy?

27. Eric Enge @stonetemple / +Eric Enge
What if Your Percentage is Lower
Than the Competition?

28. Eric Enge @stonetemple / +Eric Enge
A Sample Query Session (Source: Bing)

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May Not Be
The
Experience
They Are
Looking For

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Think Instead About Task Completion

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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. Eric Enge @stonetemple / +Eric Enge
Analysis of a Page

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Let’s Pick
This One,
Since Google
Ranks it #1

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A Strong
Brand Helps a
Lot!

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Help Users
Pick a Type
Free Delivery
Offer
Financing

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Shipping Options

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Immediate Pick Up

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Broader
Category
Common
Refinements
Related
Categories

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Improving Content
Quality: Simple
Competitive
Analysis

42. Eric Enge @stonetemple / +Eric Enge
Define What Your Pages are About
Don’t Forget
About “Task
Completion”

43. Eric Enge @stonetemple / +Eric Enge
Identify the Customer Needs the
Pages Should Satisfy
Brainstorm
With Your
Internal
Team

44. Eric Enge @stonetemple / +Eric Enge
Talk to Customers and Prospects For More Input

45. Eric Enge @stonetemple / +Eric Enge
Invest in Usability and Design

46. Eric Enge @stonetemple / +Eric Enge
AttentionWizard.com

47. Eric Enge @stonetemple / +Eric Enge
Get User Feedback on Your Pages

48. Eric Enge @stonetemple / +Eric Enge
Measure Levels of Engagement

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From Rand Fishkin’s Mozcon Keynote June 2015

50. Eric Enge @stonetemple / +Eric Enge
Perform A/B Split Testing

51. Eric Enge @stonetemple / +Eric Enge
Improving Content
Quality: Advanced
Technical Analysis

52. Eric Enge @stonetemple / +Eric Enge
Term Frequency – Inverse Document Frequency

53. Eric Enge @stonetemple / +Eric Enge
What is TF (Term Frequency)?
How Often Does the
Word “Coach”
Appear?
5 Times in 581
Words

54. Eric Enge @stonetemple / +Eric Enge
Normal Frequency is More Like 5 in 330,000 Words

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The Math for Term Frequency
These are What Make TF Different
Than Keyword Density

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What Term Frequency Tells Us
Which Key
Phrases Carry
the Most
Weight on a
Page

57. Eric Enge @stonetemple / +Eric Enge
What is IDF (Inverse Document Frequency)?
Frequency
of “basket”
Frequency of
“basketball
player”

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. Eric Enge @stonetemple / +Eric Enge
What Inverse Document Frequency Tells Us
What Makes
Your Page
Unique

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. Eric Enge @stonetemple / +Eric Enge
It May Seem Like Cheating, But Use TFIDF to …

62. Eric Enge @stonetemple / +Eric Enge
Example 1 – Annuals
What’s Missing?

63. Eric Enge @stonetemple / +Eric Enge
Example 1 – Annuals
People Who Are Looking
for Annuals May Also Want
Perennials

64. Eric Enge @stonetemple / +Eric Enge
Example 2 – Business Loans
What’s Missing?

65. Eric Enge @stonetemple / +Eric Enge
Example 2 – Business Loans
People Who Are Looking
for Business Loans Want
to Know the Interest Rate

66. Eric Enge @stonetemple / +Eric Enge
A Detailed
Process

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. Eric Enge @stonetemple / +Eric Enge
Pull in the
Keyword
Density
Data for
the Top 5
(or 10)
Results

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. Eric Enge @stonetemple / +Eric Enge
When You Collect the Data it Will Look Like This at First

71. Eric Enge @stonetemple / +Eric Enge
Copy All the Keywords Over Into One Column

72. Eric Enge @stonetemple / +Eric Enge
Select the Column and Then Remove the Duplicates
1 2

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. Eric Enge @stonetemple / +Eric Enge
When You’re Done it Will Look Like This
Grab This Data
to Copy Over

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. 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. Eric Enge @stonetemple / +Eric Enge
See How You Are Doing on Those Phrases

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. 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. 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. Eric Enge @stonetemple / +Eric Enge
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com
Thank You!