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Most Valuable SEO Presentation - Advanced Search Summit - DMO Advanced 2021 - Patrick Stox

Patrick Stox, an SEO expert from Ahrefs, shares insights on optimizing content and improving search rankings through competitive analysis and keyword intent. The document outlines various strategies for keyword grouping, content creation, and writing for featured snippets, emphasizing the importance of understanding user intent. Additionally, it includes methods for data cleaning, competitor analysis, and leveraging local links to enhance online visibility.

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@patrickstox The Most Valuable SEO Presentation You’ll Ever See
@patrickstox Product Advisor, Technical SEO, & Brand Ambassador at Ahrefs • I write for Ahrefs blog but have written for many industry publications in the past • I speak at some conferences like this one, SMX, Pubcon, UnGagged, TechSEO Boost • Organizer for the Raleigh SEO Meetup (most successful in US) and the Beer & SEO Meetup • We also run a conference, the Raleigh SEO Conference • Founder Technical SEO Slack Group (message me for an invite) • Moderator /r/TechSEO on Reddit Who is Patrick Stox?
@patrickstox
@patrickstox Most Common – Start With A Term Or List
@patrickstox See What Competitors Rank For
@patrickstox See What Competitors Rank For
@patrickstox Grouping Keywords Common terms Topics Topic/Subtopic
@patrickstox Tree Map – Quick View Of Opportunity
@patrickstox Competitor Pages
@patrickstox Competitor Pages - Many Export and Combine
@patrickstox Combine CSV Files 1. Save files to a new folder 2. Get the path either by shift+right-click on the folder and “Copy as path” or copy it from the address bar in the folder. 3. Open Command prompt. 4. Type cd, press Space, right-click and paste, then press Enter. 5. Type copy *.csv whatever-name.csv and Press Enter.
@patrickstox Big List Of Niche Content
@patrickstox Grouping Traffic Traffic value Number of competitors ranking
@patrickstox Competitor Linked Pages Studies Tools Quotes ???
@patrickstox
@patrickstox
@patrickstox
@patrickstox
@patrickstox How Do You Get To The Top Faster?
@patrickstox What People Search
@patrickstox Card Sorting Exercise Add these topics to index cards. Have those involved sort and have them sort them in a way that makes sense to them. This is a good way to get people to understand what pages you need to create and what content may be included on those pages. It’s training people to make pages and outlines for those pages.
@patrickstox Wine - Type Grapes Fruit
@patrickstox Wine - Types Moscato Pinot Cabernet Rose Riesling
@patrickstox Wine - Types Red White Pink Sparkling
@patrickstox Wine - Containers Glasses Bottles Boxes Barrels
@patrickstox Wine - Taste Dry Sweet Taste
@patrickstox Wine - Origin French Spanish Italian
@patrickstox Wine - Drinks Coolers Drinks Sangria Sherry Fortified Mulled
@patrickstox Wine - More Cooking Pairings – dessert, meats Good/Best wines Price – cheap, fine Amount of alcohol
@patrickstox Intent Each of those searches is an intent
@patrickstox Intent – Types of Wine 2 dominant intents Red = cabernets, pinot, chardonnay, etc Blue = red, white, pink, sparkling
@patrickstox Intent - Wine Red = buy Blue = local Green = software Purple = informational
@patrickstox What Other Top Pages Talk About More descriptive terms Tasting notes More food pairings Tannins Age Varietals Benefit: Doesn’t have to include searched terms
@patrickstox What Other Top Pages Rank For Confirmation
@patrickstox The Data All Points The Same Way What People Search = What Top Pages Talk About = What Top Pages Rank For + They match one or more of the main intents.
@patrickstox
@patrickstox
@patrickstox Topic Coverage – What Makes A Good Result? Covers what people search. Talk about the things they want to know. Be the expert.
@patrickstox Topic Coverage – Types Of Wine Intent #1
@patrickstox Topic Coverage – Types Of Wine Intent #2
@patrickstox Topic Coverage – Types Of Wine Tannins Aging Taste Varietals
@patrickstox Topic Coverage – Types Of Wine Profile Taste Style Food pairings
@patrickstox Content Brief/Outline What to cover Important points / expertise / insights
@patrickstox Writing For Featured Snippets Did you know there’s an eligible set of featured snippets?
@patrickstox Writing For Featured Snippets
@patrickstox Writing For Featured Snippets -site1.com
@patrickstox Writing For Featured Snippets -site1.com -site2.com
@patrickstox Writing For Featured Snippets Look for commonalities (likely what’s needed to be eligible) Look for differences (why is one better than the other)
@patrickstox Some Queries May Not Have More Than 1 But you can refine to a similar query / main intent like “what is x” and see what is likely needed.
@patrickstox Useful Content Features Think about what’s useful for different business types
@patrickstox Useful Content Features - Ecommerce Q&As Pricing Reviews Product selection Facets (filters) Description Documentation Return policy Shipping info Contact/support
@patrickstox Useful Content Features - Local Who you are – You, team, business What do you do – services, processes, timelines, pricing When are you open - hours Why should I choose you – social proof like reviews or testimonials, USP Where you are – location, map, directions How do I contact you – phone #, email
@patrickstox Who Do You Need To Write Great Content? Job Knowledge / Insights Research Good writer Editing Expert ✔️ ❌ ❌ ❌ SEO ❌ ✔️ ❌ ❌ Writer ❌ ❌ ✔️ ❌ Editor ❌ ❌ ❌ ✔️
@patrickstox At Least Try To Interview the expert or have them review. Get input from SEO
@patrickstox GPT-3 / Automated Content Creation Expertise may be a bigger differentiator in the future if all the basic content is covered.
@patrickstox Kill/Keep/Update/Combine/Wait
@patrickstox Better Cannibalization Check Add &filter=0 to the end of your search URL. https://www.google.com/search?q=types+of+wine&filter=0 Removes clustering.
@patrickstox Better Cannibalization Check Masterclass.com is 2nd and 16th
@patrickstox Refresh Content
@patrickstox What If I Wrote Everything Already? Revisit current content. Go narrow and deep and really own the niche. Credibility and Expertise. Go wide. What related content might people be looking for? Go into another vertical.
@patrickstox Translate Successful Content
@patrickstox
@patrickstox
@patrickstox
@patrickstox
@patrickstox Competitor Links – Local Link Intersect What links are common between top competitors?
@patrickstox
@patrickstox
@patrickstox Competitor Links – Niche Specific Link research scaled.
@patrickstox Top 50 US Cities https://docs.google.com/spreadsheets/d/1_wSRfQyy2DTucqAfR075hs3U_ZB1bK V4VLbYhXqzYe0/copy Make a copy
@patrickstox
@patrickstox
@patrickstox
@patrickstox Focus On Niche Sites, Not Directories Keyword URL Country Difficulty Volume Clicks CPS Return Rate Parent Topic Parent Topic Volume Last Update Referring Domains Domain rating Ahrefs Rank Traffic Keywords accountant seattle https://www.yelp.com/search?find_desc=tax+accountant&find_loc=Seattle%2C+WA us 1 250 accountant seattle 250 ######## 0 94 50 205 10 accountant seattle https://www.seattlecpaprofessionals.com/ us 1 250 accountant seattle 250 ######## 21 1 51894760 241 49 accountant seattle https://www.indeed.com/q-Accounting-l-Seattle,-WA-jobs.html us 1 250 accountant seattle 250 ######## 11 90 689 356 21 accountant seattle https://www.indeed.com/q-Tax-Accountant-l-Seattle,-WA-jobs.htmlus 1 250 accountant seattle 250 ######## 1 90 689 46 9 accountant seattle https://www.glassdoor.com/Job/seattle-accountant-jobs-SRCH_IL.0,7_IC1150505_KO8,18.htm us 1 250 accountant seattle 250 ######## 5 90 1020 128 32 accountant seattle https://www.ziprecruiter.com/Jobs/Accountant/-in-Seattle,WA us 1 250 accountant seattle 250 ######## 2 85 3800 74 19 accountant seattle https://www.expertise.com/wa/seattle/accountant-cpa us 1 250 accountant seattle 250 ######## 5 86 2890 149 46 accountant seattle https://www.angieslist.com/companylist/seattle/accountants.htm us 1 250 accountant seattle 250 ######## 0 91 516 36 21 accountant seattle https://www.upwork.com/l/us/accountants-in-seattle-wa/ us 1 250 accountant seattle 250 ######## 1 90 1122 12 38 accountant seattle https://www.monster.com/jobs/q-accounting-jobs-l-seattle-wa us 1 250 accountant seattle 250 ######## 3 87 2673 44 37 accountant las vegas https://www.yelp.com/search?find_desc=Small+Business+Accountant&find_loc=Las+Vegas%2C+NV us 2 200 accountant las vegas 200 ######## 1 94 50 103 17 accountant las vegas https://www.yelp.com/search?cflt=accountants&find_loc=Las+Vegas%2C+NV us 2 200 accountant las vegas 200 ######## 0 94 50 118 15 accountant las vegas https://www.expertise.com/nv/las-vegas/accountant-cpa us 2 200 accountant las vegas 200 ######## 6 86 2890 158 65 accountant las vegas https://llbcpa.com/las-vegas-small-business-accountant/ us 2 200 accountant las vegas 200 ######## 11 12 15313035 66 116 accountant las vegas https://www.indeed.com/q-Accounting-l-Las-Vegas,-NV-jobs.html us 2 200 accountant las vegas 200 ######## 7 90 689 411 23 accountant las vegas https://www.indeed.com/q-Tax-Accountant-l-Las-Vegas,-NV-jobs.html us 2 200 accountant las vegas 200 ######## 0 90 689 16 4 accountant las vegas https://clutch.co/accounting/las-vegas us 2 200 accountant las vegas 200 ######## 0 87 2766 247 45 accountant las vegas https://www.ziprecruiter.com/Jobs/Accountant/-in-Las-Vegas,NV us 2 200 accountant las vegas 200 ######## 2 85 3800 100 18 accountant las vegas https://www.angieslist.com/companylist/las-vegas/accountants.htm us 2 200 accountant las vegas 200 ######## 0 91 516 22 39 accountant las vegas https://www.glassdoor.com/Job/las-vegas-accountant-jobs-SRCH_IL.0,9_IC1149603_KO10,20.htm us 2 200 accountant las vegas 200 ######## 1 90 1020 123 33 accountant chicago https://www.yelp.com/search?find_desc=personal+accountant&find_loc=Chicago%2C+IL us 12 200 accountant chicago 200 ######## 1 94 50 0 15 accountant chicago https://www.yelp.com/search?find_desc=Tax+Accountant&find_loc=Chicago%2C+IL us 12 200 accountant chicago 200 ######## 0 94 50 114 14 accountant chicago https://www.chicago-accountant.com/ us 12 200 accountant chicago 200 ######## 38 2 42022825 74 64 accountant chicago https://www.expertise.com/il/chicago/accountant-cpa us 12 200 accountant chicago 200 ######## 7 86 2890 257 67 accountant chicago https://cpa-in-chicago.com/ us 12 200 accountant chicago 200 ######## 34 2 47994870 131 73
@patrickstox Data Cleaning 1. Insert > Table 2. Filter > DR less than 50 3. Filter Type > Organic
@patrickstox Top Accountants From Different Cities Keyword URL accountant seattle https://www.seattlecpaprofessionals.com/ accountant las vegas https://llbcpa.com/las-vegas-small-business-accountant/ accountant chicago https://www.chicago-accountant.com/ accountant chicago https://cpa-in-chicago.com/ accountant chicago https://www.actgroupltd.com/ accountant los angeles https://www.johnweldoncpa.com/ accountant los angeles https://www.roberthalltaxes.com/business-services/accounting/ accountant tucson https://www.cpa-tucson.com/ accountant tucson https://www.cpatucson.com/ accountant tucson https://www.pinpointeaccounting.com/ accountant tucson https://beachfleischman.com/ accountant san diego https://www.regalgroupcpa.com/ accountant portland https://perkinsaccounting.com/ accountant portland https://www.orcpa.org/for-the-public/find-a-cpa accountant philadelphia https://accountant-philadelphia.com/ accountant philadelphia https://www.daletaxservice.com/ accountant philadelphia https://taxprofessionalphiladelphia.com/ accountant tampa https://www.waterscpagroup.com/ accountant tampa https://www.rgcocpa.com/ accountant tampa https://www.zachcpa.com/ accountant tampa http://jrosencpa.com/ accountant tampa https://www.taxaccountantsoftampabay.com/
@patrickstox For Each Site, Export Their Referring Domains
@patrickstox Combine Files 1. Windows Button + R 2. Type cmd and click ok 3. I open the folder where I saved the files in File Explorer and click the address bar to copy the path 4. Back in Command Prompt, type “cd “ and then press ctrl+v to paste the copied path 5. Type copy *.csv whatever.csv
@patrickstox Data Cleaning 1. Insert > Table 2. Insert Column next to Referring Domain to add Count 3. In the Count Column, add the formula =COUNTIF(B:B,[@[Referring Domain]])
@patrickstox Data Cleaning 4. Copy the numbers in the Count column and paste in the same place as values. 5. Data > Remove Duplicates based on the Referring Domain 6. Data > Sort by Count > Largest to Smallest
@patrickstox Top Referring Sites To Top Accountants Referring Domain Count yellowpages.com 58 localbest.com 55 clutch.co 49 topratedlocal.com 48 expertise.com 47 find-open.com 41 goodfirms.co 38 yp.com 31 privatebanking.com 31 owler.com 29 tntcode.com 28 threebestrated.com 28 ucpaa.org 27
@patrickstox Categorize - Niche Referring Domain Count privatebanking.com 31 ucpaa.org 27 findtaxexperts.com 21 advisors.directory 16 cpagrades.com 14 accountingmatch.com 13 bestpayrollservices.com 12 cpatool.com 10 cpaconnection.net 9 findbestcpa.com 9 buildyourfirm.com 8 officialaccountants.com 5 payrollleads.net 5 goodaccountants.com 4 successfulpayroll.com 4
@patrickstox Categorize Any other ways that make sense. Directories? Coupons?
@patrickstox Competitor Links – City Specific Same idea but city specific.
@patrickstox Top Niches https://docs.google.com/spreadsheets/d/1YtCs0d- B65UZq4pXa41crFMYThAJgT2_A5RbyEhzw7I/copy Make a copy
@patrickstox
@patrickstox Getting The Data Follow the same steps we used before for the cities.
@patrickstox Jobs Scholarships Club sponsorships Discounts Categorize – Colleges/Universities Referring Domain Count ncsu.edu 18 thewolfweb.com 18 unc.edu 4 duke.edu 4 waketech.edu 2 meredith.edu 2
@patrickstox Categorize – Raleigh Specific Referring Domain Count shoplocalraleigh.org 25 downtownraleigh.org 19 visitraleigh.com 14 thisisraleigh.com 10 dtraleigh.com 8 919raleigh.com 8 raleighspecialstonight.com 8 raleighsearch.org 7 hbawake.com 7 raleighhasit.com 6 yourbackyardraleigh.com 6 visitnorthhills.com 5 raleighwhatsup.blogspot.com 5 ncartmuseum.org 5 downtowndame.com 4 outraleighpride.org 4 raleighbeltliner.com 4 theraleighedit.com 4 raleighweekend.com 4 cityofraleighmuseum.org 3 camraleigh.org 3 northraleighrotary.org 2 midtownraleighalliance.org 2 raleighnc.gov 2 downtownpsychology.com 1 downtownraleigh.com 1 raleighdowntowneats.blogspot.com 1 downtowndurham.com 1 northraleighministries.com 1 northhills5k.com 1 northraleighfood.com 1
@patrickstox Categorize – Local News & Magazines Referring Domain Count wral.com 33 indyweek.com 29 raleighmag.com 25 waltermagazine.com 21 midtownmag.com 16 trianglefoodblog.com 14 newsobserver.com 7 itbinsider.com 7 carycitizenarchive.com 6 northcarolinanewsdaily.com 5 northcarolinaheadlines.com 4 https://carycitizen.news/ 2 northcarolinahealthnews.org 1 http://www.candidslice.com/ 1
@patrickstox Categorize – State or Surrounding Area Referring Domain Count heartofncweddings.com 25 travel-northcarolina.com 15 thecarolinasmagazine.com 12 trianglenace.com 10 visitnc.com 8 bestthingsnc.com 8 caryliving.com 8 triangleonthecheap.com 8 nctripping.com 7 nctriangledining.com 7 thebestofcarync.com 7 north-carolina-bd.com 6 johnstoncounty.today 6 kasteventsnc.com 6 north-carolina-pages.com 5 ncheadlines.com 5 runnc.com 5 funnorthcarolina.com 4 charlottencnorthcarolina.com 4 ncagr.gov 4 ncbreweriesandfoodtrucks.com 4 researchtriangle.org 4 go-north-carolina.com 3 thenorthcarolina100.com 2
@patrickstox Categorize - Misc djs wedding photographers event planners these link to people involved
@patrickstox Categorize - Misc realtors apartments home communities (HOAs) these link to things to do
@patrickstox Categorize - Misc Suppliers / Affiliations Meetup (hosting, sponsoring) Podcasts Charities / sponsorships Awards Coupons Directories
@patrickstox Link Reclamation – Unlinked Mentions Sometimes websites mention you but don’t link to you. You can ask them to link.
@patrickstox Manual Process Google “intext:term –site.com”, where term could be a brand or a person and site is your website Scrape results Check if there’s a link
@patrickstox Easier
@patrickstox Links Without Mentions Content Title Content URL Author Elmiron drug linked to vision problems in women https://www.wral.com/elmiron-drug-linked-to-vision-problems-in-women/193138 How Giving Tuesday impacts the Triangle https://abc11.com/society/how-giving-tuesday-impacts-the-triangle-/5732175/ Michael Perchick 5 Best Divorce Attorneys in San Antonio 🥇 https://kevsbest.com/divorce-attorneys-in-san-antonio/ Elevating Others Scholarship at Pennsylvania State University Fayette, Eberly Campus (Penn State Fayette) | Uloop https://fepsu.uloop.com/scholarships/view.php/1079951447/Elevating-Others-Sch Whitley law firm new bern nc http://myphamsandy.com/cne0zhw/whitley-law-firm-new-bern-nc.html ‘Air hunger’ opinion a factor in $1.5M settlement – North Carolina Lawyers Weekly https://nclawyersweekly.com/2014/03/18/air-hunger-opinion-a-factor-in-1-5m-se David Donovan
@patrickstox
@patrickstox Larger Companies Work with other teams Content (assets) Paid (promotion, syndication, reach) Social (promotion, reach) PR (promotion, reach)
@patrickstox Buy Companies Mergers and Acquisitions
@patrickstox Internal Links Links from one page on your site to another page on your site. These also pass PageRank.
@patrickstox Screaming Frog Process 1. search site:whatever.com term 2. Settings > Search Settings, change to 100 3. Inspect > go to Console tab, see attached code and change the domain to your own copy and paste the results and you have a list 4. Screaming Frog: In Configuration > Spider > Advanced tab click "Always Follow Redirects" 5. Screaming Frog: In Configuration > Custom > Search, choose ”Contains" and add in your targeted term or phrase to make sure it exists on the pages. 6. Screaming Frog: Paste URLs and run to get the list of pages that contain the keyword 7. Screaming Frog: When finished, copy these URLs from the custom tab for your filter, now we check if the link already exists. 8. Screaming Frog: In Configuration > Custom > Search, change to ”Does Not Contain" add the end part of the URL/URLs that you want to build the links to. You probably don't want the whole URL because we use relative paths sometimes. This supports regex, so you can match multiple pages. Upload your URLs to crawl them, then export that final list when it finishes the same as you did previously. Code snippet for 3: urls = $$('a');for (url in urls) { var string = urls[url].href, domain = "whatever.com", google = "google.com", search = "search?", cache = "webcache"; if ( string.indexOf(search) <1 && string.indexOf(cache) <1 && string.indexOf(google) <1 && string.indexOf(domain) >=0 ) { console.log ( string ); }
@patrickstox Ahrefs Link Opportunities Free as part of Site Audit in Ahrefs Webmaster Tools (AWT)
@patrickstox
@patrickstox Pages On A Site Tend To Link To Related Pages
@patrickstox Also Think About Features That Would Link Breadcrumbs Related Posts Related Products
@patrickstox Use Better Anchor Text – More Context
@patrickstox Links To Your Site, But Broken Websites change over the years and often there are links going to pages that no longer exist. Redirects take users and bots to the current pages. They reclaim that lost value.
@patrickstox Find Broken Pages With Links Verify (re-crawl) Check other redirects Other websites
@patrickstox Don’t Forget Other File Types Images PDFs
@patrickstox Automated Redirect Matching Fast using URLs, but not accurate if URL structures changed https://www.searchenginejournal.com/map-404-urls-at-scale-sentence- embeddings/338555/ Match on full text is much slower but more accurate.
@patrickstox
@patrickstox
@patrickstox Check Indexing / Canonicalization - GSC
@patrickstox Check Indexing / Canonicalization – 3rd Party Paste in Google
@patrickstox Schema Markup https://developers.google.com /search/docs/guides/ search-gallery
@patrickstox Catching Errors / Changes – Before Launch Crawl staging/dev environments
@patrickstox Catching Errors / Changes – Before Launch Unit test: does the code work Integration test: does the code work together Regression test: something changed
@patrickstox Catching Errors / Changes – After Launch Live Crawl Continuous monitoring
@patrickstox Technical Automation – On Page Find error > write rule to fix error https://developers.cloudflare.com/workers/runtime-apis/html-rewriter Have a bunch of pages marked noindex that you want indexed? Write a rule. Want to change nofollow to follow? Write a rule. Want to rewrite titles and meta descriptions? Write a rule. https://www.searchenginejournal.com/titles-meta-descriptions-automatically- python-javascript/360108/ ***Disclaimer*** Change in normal systems if you can
@patrickstox
@patrickstox

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Most Valuable SEO Presentation - Advanced Search Summit - DMO Advanced 2021 - Patrick Stox

  • 1.
    @patrickstox The Most Valuable SEOPresentation You’ll Ever See
  • 2.
    @patrickstox Product Advisor, TechnicalSEO, & Brand Ambassador at Ahrefs • I write for Ahrefs blog but have written for many industry publications in the past • I speak at some conferences like this one, SMX, Pubcon, UnGagged, TechSEO Boost • Organizer for the Raleigh SEO Meetup (most successful in US) and the Beer & SEO Meetup • We also run a conference, the Raleigh SEO Conference • Founder Technical SEO Slack Group (message me for an invite) • Moderator /r/TechSEO on Reddit Who is Patrick Stox?
  • 3.
  • 4.
    @patrickstox Most Common –Start With A Term Or List
  • 5.
  • 6.
  • 7.
  • 8.
    @patrickstox Tree Map –Quick View Of Opportunity
  • 9.
  • 10.
    @patrickstox Competitor Pages -Many Export and Combine
  • 11.
    @patrickstox Combine CSV Files 1.Save files to a new folder 2. Get the path either by shift+right-click on the folder and “Copy as path” or copy it from the address bar in the folder. 3. Open Command prompt. 4. Type cd, press Space, right-click and paste, then press Enter. 5. Type copy *.csv whatever-name.csv and Press Enter.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
    @patrickstox How Do YouGet To The Top Faster?
  • 20.
  • 21.
    @patrickstox Card Sorting Exercise Addthese topics to index cards. Have those involved sort and have them sort them in a way that makes sense to them. This is a good way to get people to understand what pages you need to create and what content may be included on those pages. It’s training people to make pages and outlines for those pages.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
    @patrickstox Wine - More Cooking Pairings– dessert, meats Good/Best wines Price – cheap, fine Amount of alcohol
  • 30.
    @patrickstox Intent Each of thosesearches is an intent
  • 31.
    @patrickstox Intent – Typesof Wine 2 dominant intents Red = cabernets, pinot, chardonnay, etc Blue = red, white, pink, sparkling
  • 32.
    @patrickstox Intent - Wine Red= buy Blue = local Green = software Purple = informational
  • 33.
    @patrickstox What Other TopPages Talk About More descriptive terms Tasting notes More food pairings Tannins Age Varietals Benefit: Doesn’t have to include searched terms
  • 34.
    @patrickstox What Other TopPages Rank For Confirmation
  • 35.
    @patrickstox The Data AllPoints The Same Way What People Search = What Top Pages Talk About = What Top Pages Rank For + They match one or more of the main intents.
  • 36.
  • 37.
  • 38.
    @patrickstox Topic Coverage –What Makes A Good Result? Covers what people search. Talk about the things they want to know. Be the expert.
  • 39.
    @patrickstox Topic Coverage –Types Of Wine Intent #1
  • 40.
    @patrickstox Topic Coverage –Types Of Wine Intent #2
  • 41.
    @patrickstox Topic Coverage –Types Of Wine Tannins Aging Taste Varietals
  • 42.
    @patrickstox Topic Coverage –Types Of Wine Profile Taste Style Food pairings
  • 43.
    @patrickstox Content Brief/Outline What tocover Important points / expertise / insights
  • 44.
    @patrickstox Writing For FeaturedSnippets Did you know there’s an eligible set of featured snippets?
  • 45.
  • 46.
  • 47.
    @patrickstox Writing For FeaturedSnippets -site1.com -site2.com
  • 48.
    @patrickstox Writing For FeaturedSnippets Look for commonalities (likely what’s needed to be eligible) Look for differences (why is one better than the other)
  • 49.
    @patrickstox Some Queries MayNot Have More Than 1 But you can refine to a similar query / main intent like “what is x” and see what is likely needed.
  • 50.
    @patrickstox Useful Content Features Thinkabout what’s useful for different business types
  • 51.
    @patrickstox Useful Content Features- Ecommerce Q&As Pricing Reviews Product selection Facets (filters) Description Documentation Return policy Shipping info Contact/support
  • 52.
    @patrickstox Useful Content Features- Local Who you are – You, team, business What do you do – services, processes, timelines, pricing When are you open - hours Why should I choose you – social proof like reviews or testimonials, USP Where you are – location, map, directions How do I contact you – phone #, email
  • 53.
    @patrickstox Who Do YouNeed To Write Great Content? Job Knowledge / Insights Research Good writer Editing Expert ✔️ ❌ ❌ ❌ SEO ❌ ✔️ ❌ ❌ Writer ❌ ❌ ✔️ ❌ Editor ❌ ❌ ❌ ✔️
  • 54.
    @patrickstox At Least TryTo Interview the expert or have them review. Get input from SEO
  • 55.
    @patrickstox GPT-3 / AutomatedContent Creation Expertise may be a bigger differentiator in the future if all the basic content is covered.
  • 56.
  • 57.
    @patrickstox Better Cannibalization Check Add&filter=0 to the end of your search URL. https://www.google.com/search?q=types+of+wine&filter=0 Removes clustering.
  • 58.
  • 59.
  • 60.
    @patrickstox What If IWrote Everything Already? Revisit current content. Go narrow and deep and really own the niche. Credibility and Expertise. Go wide. What related content might people be looking for? Go into another vertical.
  • 61.
  • 62.
  • 63.
  • 64.
  • 65.
  • 66.
    @patrickstox Competitor Links –Local Link Intersect What links are common between top competitors?
  • 67.
  • 68.
  • 69.
    @patrickstox Competitor Links –Niche Specific Link research scaled.
  • 70.
    @patrickstox Top 50 USCities https://docs.google.com/spreadsheets/d/1_wSRfQyy2DTucqAfR075hs3U_ZB1bK V4VLbYhXqzYe0/copy Make a copy
  • 71.
  • 72.
  • 73.
  • 74.
    @patrickstox Focus On NicheSites, Not Directories Keyword URL Country Difficulty Volume Clicks CPS Return Rate Parent Topic Parent Topic Volume Last Update Referring Domains Domain rating Ahrefs Rank Traffic Keywords accountant seattle https://www.yelp.com/search?find_desc=tax+accountant&find_loc=Seattle%2C+WA us 1 250 accountant seattle 250 ######## 0 94 50 205 10 accountant seattle https://www.seattlecpaprofessionals.com/ us 1 250 accountant seattle 250 ######## 21 1 51894760 241 49 accountant seattle https://www.indeed.com/q-Accounting-l-Seattle,-WA-jobs.html us 1 250 accountant seattle 250 ######## 11 90 689 356 21 accountant seattle https://www.indeed.com/q-Tax-Accountant-l-Seattle,-WA-jobs.htmlus 1 250 accountant seattle 250 ######## 1 90 689 46 9 accountant seattle https://www.glassdoor.com/Job/seattle-accountant-jobs-SRCH_IL.0,7_IC1150505_KO8,18.htm us 1 250 accountant seattle 250 ######## 5 90 1020 128 32 accountant seattle https://www.ziprecruiter.com/Jobs/Accountant/-in-Seattle,WA us 1 250 accountant seattle 250 ######## 2 85 3800 74 19 accountant seattle https://www.expertise.com/wa/seattle/accountant-cpa us 1 250 accountant seattle 250 ######## 5 86 2890 149 46 accountant seattle https://www.angieslist.com/companylist/seattle/accountants.htm us 1 250 accountant seattle 250 ######## 0 91 516 36 21 accountant seattle https://www.upwork.com/l/us/accountants-in-seattle-wa/ us 1 250 accountant seattle 250 ######## 1 90 1122 12 38 accountant seattle https://www.monster.com/jobs/q-accounting-jobs-l-seattle-wa us 1 250 accountant seattle 250 ######## 3 87 2673 44 37 accountant las vegas https://www.yelp.com/search?find_desc=Small+Business+Accountant&find_loc=Las+Vegas%2C+NV us 2 200 accountant las vegas 200 ######## 1 94 50 103 17 accountant las vegas https://www.yelp.com/search?cflt=accountants&find_loc=Las+Vegas%2C+NV us 2 200 accountant las vegas 200 ######## 0 94 50 118 15 accountant las vegas https://www.expertise.com/nv/las-vegas/accountant-cpa us 2 200 accountant las vegas 200 ######## 6 86 2890 158 65 accountant las vegas https://llbcpa.com/las-vegas-small-business-accountant/ us 2 200 accountant las vegas 200 ######## 11 12 15313035 66 116 accountant las vegas https://www.indeed.com/q-Accounting-l-Las-Vegas,-NV-jobs.html us 2 200 accountant las vegas 200 ######## 7 90 689 411 23 accountant las vegas https://www.indeed.com/q-Tax-Accountant-l-Las-Vegas,-NV-jobs.html us 2 200 accountant las vegas 200 ######## 0 90 689 16 4 accountant las vegas https://clutch.co/accounting/las-vegas us 2 200 accountant las vegas 200 ######## 0 87 2766 247 45 accountant las vegas https://www.ziprecruiter.com/Jobs/Accountant/-in-Las-Vegas,NV us 2 200 accountant las vegas 200 ######## 2 85 3800 100 18 accountant las vegas https://www.angieslist.com/companylist/las-vegas/accountants.htm us 2 200 accountant las vegas 200 ######## 0 91 516 22 39 accountant las vegas https://www.glassdoor.com/Job/las-vegas-accountant-jobs-SRCH_IL.0,9_IC1149603_KO10,20.htm us 2 200 accountant las vegas 200 ######## 1 90 1020 123 33 accountant chicago https://www.yelp.com/search?find_desc=personal+accountant&find_loc=Chicago%2C+IL us 12 200 accountant chicago 200 ######## 1 94 50 0 15 accountant chicago https://www.yelp.com/search?find_desc=Tax+Accountant&find_loc=Chicago%2C+IL us 12 200 accountant chicago 200 ######## 0 94 50 114 14 accountant chicago https://www.chicago-accountant.com/ us 12 200 accountant chicago 200 ######## 38 2 42022825 74 64 accountant chicago https://www.expertise.com/il/chicago/accountant-cpa us 12 200 accountant chicago 200 ######## 7 86 2890 257 67 accountant chicago https://cpa-in-chicago.com/ us 12 200 accountant chicago 200 ######## 34 2 47994870 131 73
  • 75.
    @patrickstox Data Cleaning 1. Insert> Table 2. Filter > DR less than 50 3. Filter Type > Organic
  • 76.
    @patrickstox Top Accountants FromDifferent Cities Keyword URL accountant seattle https://www.seattlecpaprofessionals.com/ accountant las vegas https://llbcpa.com/las-vegas-small-business-accountant/ accountant chicago https://www.chicago-accountant.com/ accountant chicago https://cpa-in-chicago.com/ accountant chicago https://www.actgroupltd.com/ accountant los angeles https://www.johnweldoncpa.com/ accountant los angeles https://www.roberthalltaxes.com/business-services/accounting/ accountant tucson https://www.cpa-tucson.com/ accountant tucson https://www.cpatucson.com/ accountant tucson https://www.pinpointeaccounting.com/ accountant tucson https://beachfleischman.com/ accountant san diego https://www.regalgroupcpa.com/ accountant portland https://perkinsaccounting.com/ accountant portland https://www.orcpa.org/for-the-public/find-a-cpa accountant philadelphia https://accountant-philadelphia.com/ accountant philadelphia https://www.daletaxservice.com/ accountant philadelphia https://taxprofessionalphiladelphia.com/ accountant tampa https://www.waterscpagroup.com/ accountant tampa https://www.rgcocpa.com/ accountant tampa https://www.zachcpa.com/ accountant tampa http://jrosencpa.com/ accountant tampa https://www.taxaccountantsoftampabay.com/
  • 77.
    @patrickstox For Each Site,Export Their Referring Domains
  • 78.
    @patrickstox Combine Files 1. WindowsButton + R 2. Type cmd and click ok 3. I open the folder where I saved the files in File Explorer and click the address bar to copy the path 4. Back in Command Prompt, type “cd “ and then press ctrl+v to paste the copied path 5. Type copy *.csv whatever.csv
  • 79.
    @patrickstox Data Cleaning 1. Insert> Table 2. Insert Column next to Referring Domain to add Count 3. In the Count Column, add the formula =COUNTIF(B:B,[@[Referring Domain]])
  • 80.
    @patrickstox Data Cleaning 4. Copythe numbers in the Count column and paste in the same place as values. 5. Data > Remove Duplicates based on the Referring Domain 6. Data > Sort by Count > Largest to Smallest
  • 81.
    @patrickstox Top Referring SitesTo Top Accountants Referring Domain Count yellowpages.com 58 localbest.com 55 clutch.co 49 topratedlocal.com 48 expertise.com 47 find-open.com 41 goodfirms.co 38 yp.com 31 privatebanking.com 31 owler.com 29 tntcode.com 28 threebestrated.com 28 ucpaa.org 27
  • 82.
    @patrickstox Categorize - Niche ReferringDomain Count privatebanking.com 31 ucpaa.org 27 findtaxexperts.com 21 advisors.directory 16 cpagrades.com 14 accountingmatch.com 13 bestpayrollservices.com 12 cpatool.com 10 cpaconnection.net 9 findbestcpa.com 9 buildyourfirm.com 8 officialaccountants.com 5 payrollleads.net 5 goodaccountants.com 4 successfulpayroll.com 4
  • 83.
    @patrickstox Categorize Any other waysthat make sense. Directories? Coupons?
  • 84.
    @patrickstox Competitor Links –City Specific Same idea but city specific.
  • 85.
  • 86.
  • 87.
    @patrickstox Getting The Data Followthe same steps we used before for the cities.
  • 88.
    @patrickstox Jobs Scholarships Club sponsorships Discounts Categorize –Colleges/Universities Referring Domain Count ncsu.edu 18 thewolfweb.com 18 unc.edu 4 duke.edu 4 waketech.edu 2 meredith.edu 2
  • 89.
    @patrickstox Categorize – RaleighSpecific Referring Domain Count shoplocalraleigh.org 25 downtownraleigh.org 19 visitraleigh.com 14 thisisraleigh.com 10 dtraleigh.com 8 919raleigh.com 8 raleighspecialstonight.com 8 raleighsearch.org 7 hbawake.com 7 raleighhasit.com 6 yourbackyardraleigh.com 6 visitnorthhills.com 5 raleighwhatsup.blogspot.com 5 ncartmuseum.org 5 downtowndame.com 4 outraleighpride.org 4 raleighbeltliner.com 4 theraleighedit.com 4 raleighweekend.com 4 cityofraleighmuseum.org 3 camraleigh.org 3 northraleighrotary.org 2 midtownraleighalliance.org 2 raleighnc.gov 2 downtownpsychology.com 1 downtownraleigh.com 1 raleighdowntowneats.blogspot.com 1 downtowndurham.com 1 northraleighministries.com 1 northhills5k.com 1 northraleighfood.com 1
  • 90.
    @patrickstox Categorize – LocalNews & Magazines Referring Domain Count wral.com 33 indyweek.com 29 raleighmag.com 25 waltermagazine.com 21 midtownmag.com 16 trianglefoodblog.com 14 newsobserver.com 7 itbinsider.com 7 carycitizenarchive.com 6 northcarolinanewsdaily.com 5 northcarolinaheadlines.com 4 https://carycitizen.news/ 2 northcarolinahealthnews.org 1 http://www.candidslice.com/ 1
  • 91.
    @patrickstox Categorize – Stateor Surrounding Area Referring Domain Count heartofncweddings.com 25 travel-northcarolina.com 15 thecarolinasmagazine.com 12 trianglenace.com 10 visitnc.com 8 bestthingsnc.com 8 caryliving.com 8 triangleonthecheap.com 8 nctripping.com 7 nctriangledining.com 7 thebestofcarync.com 7 north-carolina-bd.com 6 johnstoncounty.today 6 kasteventsnc.com 6 north-carolina-pages.com 5 ncheadlines.com 5 runnc.com 5 funnorthcarolina.com 4 charlottencnorthcarolina.com 4 ncagr.gov 4 ncbreweriesandfoodtrucks.com 4 researchtriangle.org 4 go-north-carolina.com 3 thenorthcarolina100.com 2
  • 92.
  • 93.
    @patrickstox Categorize - Misc realtors apartments homecommunities (HOAs) these link to things to do
  • 94.
    @patrickstox Categorize - Misc Suppliers/ Affiliations Meetup (hosting, sponsoring) Podcasts Charities / sponsorships Awards Coupons Directories
  • 95.
    @patrickstox Link Reclamation –Unlinked Mentions Sometimes websites mention you but don’t link to you. You can ask them to link.
  • 96.
    @patrickstox Manual Process Google “intext:term–site.com”, where term could be a brand or a person and site is your website Scrape results Check if there’s a link
  • 97.
  • 98.
    @patrickstox Links Without Mentions ContentTitle Content URL Author Elmiron drug linked to vision problems in women https://www.wral.com/elmiron-drug-linked-to-vision-problems-in-women/193138 How Giving Tuesday impacts the Triangle https://abc11.com/society/how-giving-tuesday-impacts-the-triangle-/5732175/ Michael Perchick 5 Best Divorce Attorneys in San Antonio 🥇 https://kevsbest.com/divorce-attorneys-in-san-antonio/ Elevating Others Scholarship at Pennsylvania State University Fayette, Eberly Campus (Penn State Fayette) | Uloop https://fepsu.uloop.com/scholarships/view.php/1079951447/Elevating-Others-Sch Whitley law firm new bern nc http://myphamsandy.com/cne0zhw/whitley-law-firm-new-bern-nc.html ‘Air hunger’ opinion a factor in $1.5M settlement – North Carolina Lawyers Weekly https://nclawyersweekly.com/2014/03/18/air-hunger-opinion-a-factor-in-1-5m-se David Donovan
  • 99.
  • 100.
    @patrickstox Larger Companies Work withother teams Content (assets) Paid (promotion, syndication, reach) Social (promotion, reach) PR (promotion, reach)
  • 101.
  • 102.
    @patrickstox Internal Links Links fromone page on your site to another page on your site. These also pass PageRank.
  • 103.
    @patrickstox Screaming Frog Process 1.search site:whatever.com term 2. Settings > Search Settings, change to 100 3. Inspect > go to Console tab, see attached code and change the domain to your own copy and paste the results and you have a list 4. Screaming Frog: In Configuration > Spider > Advanced tab click "Always Follow Redirects" 5. Screaming Frog: In Configuration > Custom > Search, choose ”Contains" and add in your targeted term or phrase to make sure it exists on the pages. 6. Screaming Frog: Paste URLs and run to get the list of pages that contain the keyword 7. Screaming Frog: When finished, copy these URLs from the custom tab for your filter, now we check if the link already exists. 8. Screaming Frog: In Configuration > Custom > Search, change to ”Does Not Contain" add the end part of the URL/URLs that you want to build the links to. You probably don't want the whole URL because we use relative paths sometimes. This supports regex, so you can match multiple pages. Upload your URLs to crawl them, then export that final list when it finishes the same as you did previously. Code snippet for 3: urls = $$('a');for (url in urls) { var string = urls[url].href, domain = "whatever.com", google = "google.com", search = "search?", cache = "webcache"; if ( string.indexOf(search) <1 && string.indexOf(cache) <1 && string.indexOf(google) <1 && string.indexOf(domain) >=0 ) { console.log ( string ); }
  • 104.
    @patrickstox Ahrefs Link Opportunities Freeas part of Site Audit in Ahrefs Webmaster Tools (AWT)
  • 105.
  • 106.
    @patrickstox Pages On ASite Tend To Link To Related Pages
  • 107.
    @patrickstox Also Think AboutFeatures That Would Link Breadcrumbs Related Posts Related Products
  • 108.
    @patrickstox Use Better AnchorText – More Context
  • 109.
    @patrickstox Links To YourSite, But Broken Websites change over the years and often there are links going to pages that no longer exist. Redirects take users and bots to the current pages. They reclaim that lost value.
  • 110.
    @patrickstox Find Broken PagesWith Links Verify (re-crawl) Check other redirects Other websites
  • 111.
    @patrickstox Don’t Forget OtherFile Types Images PDFs
  • 112.
    @patrickstox Automated Redirect Matching Fastusing URLs, but not accurate if URL structures changed https://www.searchenginejournal.com/map-404-urls-at-scale-sentence- embeddings/338555/ Match on full text is much slower but more accurate.
  • 113.
  • 114.
  • 115.
    @patrickstox Check Indexing /Canonicalization - GSC
  • 116.
    @patrickstox Check Indexing /Canonicalization – 3rd Party Paste in Google
  • 117.
  • 118.
    @patrickstox Catching Errors /Changes – Before Launch Crawl staging/dev environments
  • 119.
    @patrickstox Catching Errors /Changes – Before Launch Unit test: does the code work Integration test: does the code work together Regression test: something changed
  • 120.
    @patrickstox Catching Errors /Changes – After Launch Live Crawl Continuous monitoring
  • 121.
    @patrickstox Technical Automation –On Page Find error > write rule to fix error https://developers.cloudflare.com/workers/runtime-apis/html-rewriter Have a bunch of pages marked noindex that you want indexed? Write a rule. Want to change nofollow to follow? Write a rule. Want to rewrite titles and meta descriptions? Write a rule. https://www.searchenginejournal.com/titles-meta-descriptions-automatically- python-javascript/360108/ ***Disclaimer*** Change in normal systems if you can
  • 122.
  • 123.

Editor's Notes

  • #3 Disclaimer, a lot of the things I show are using ahrefs because it’s what I have access to. You can probably find similar features and adjust processes I show to use whatever tools you subscribe to.
  • #9 this is available right in excel. You just need topic > subtopic > volume
  • #10 What is driving value to your competitors
  • #11 Successful content in a whole niche
  • #14 Pivot table view
  • #15 Links to pages that may not get much traffic
  • #16 The purpose of all that research is to figure out what kind of content to create
  • #17 These are what we considered good pages, not spam
  • #18 A couple million keywords
  • #19 How do you be one of those few %?
  • #23 Maybe fruit should have been a taste also
  • #25 Burgundy, but it was a region
  • #31 It’s a bit beyond the traditional informational, navigational, transactional
  • #33 As a local company I may think I couldn’t compete for wine, but there are maps and even a couple local intent SERPs If you don’t think you can compete for one intent, go after another Or go after a SERP feature like videos Google shows a mix of results to satisfy most users because they want different things. If you look at popular searches you’ll usually find those intents as well
  • #35 Pages are going to rank for things they talk about
  • #37 The average #1 ranking page will also rank well for ~1,000 other relevant keywords,
  • #42 I had varietals classified as origin. Again I’m not an expert, I didn’t know the right terms but I had found this in the data. Now after seeing it on a site it makes sense.
  • #44 Data or tools to guide you. Lots of content tools like clearscope, marketmuse, frase, surfer, etc.
  • #53 These don’t necessarily impact rankings, but they will help with conversions
  • #54 The world isn’t perfect and we don’t have unlimited resources for all of these. I’m not saying someone can’t fill more than one of these but it’s situational. Again this is where content tools may help to fill in the gaps somewhat
  • #56 Has some issues with facts
  • #59 You have to make some decisions. Usually if you have 2 results in normal searches it’s because they serve different intents. Do you combine these into one stronger page, try to get the other one to rank?
  • #60 Look at what you used to rank for that you don’t rank well for now. Update / refresh this content if it has value Add internal links Focus on it in general and see why you may not be ranking now
  • #61 Congratulations! You still have opportunities
  • #65 This is basically a pagerank calculation that takes into account both internal and external links Pages with more traffic tend to have more and better links Correlation does not equal causation
  • #84 Whatever you see
  • #106 Sort by target URL or Target Keyword, or Source page if you want to see all opportunities for a page you’re working on
  • #107 They form clusters or page groups where they’re related
  • #111 You should verify the status code. You can also check others that are already redirected and see if there’s a better match. Check acquisitions too or old websites to see if your redirects could point to better locations
  • #114 this is where I live and breathe
  • #115 Quick wins might be redirects to reclaim links to your site or adding internal links, long term projects things like content creation
  • #116 Making sure pages are indexed that should be is priority #1. Without being crawled and indexed you can’t rank.
  • #119 Just like you’d crawl a live site, except there may be some access restrictions
  • #120 CI/CD pipelines, automated tests
  • #121 Content king
  • #122 It’s on the edge, so it changes content before it’s served to users and bots. Middleware Search Pilot A/B testing systems like Optimizely Performance Edge. You can sell any “fixes” as an A/B test.