Larry Kim's Presentation for SearchFest 2015, Portland, Oregon
Content Success Factors - #SearchFest 2016
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Transcript of Content Success Factors - #SearchFest 2016
PowerPoint Presentation
Content Success FactorsData-Driven Performance Insights For 2016
@KaneJamison#SearchFest
Slides!2@KaneJamison#SearchFest
hmny.co/lotsofcontentdata
So lets get the definition of success out of the way.3@KaneJamison#SearchFest
Your Goal:4@KaneJamison#SearchFestBrand AwarenessEngagementConversionRetentionYour Success Metrics:Traffic, Links, Shares, RankingsSubscribers, Content DownloadsLeads, SalesRepeat + Recurring Revenue, Referrals, Reviews
5@KaneJamison#SearchFest
Your Goal:Brand AwarenessEngagementConversionRetentionYour Success Metrics:Traffic, Links, Shares, RankingsSubscribers, Content DownloadsLeads, SalesRepeat + Recurring Revenue, Referrals, Reviews
What Ranks?6@KaneJamison#SearchFestWhat Earns Links & Shares?12
7@KaneJamison#SearchFest
Remember all of those great studies you forgot to read?
8@KaneJamison#SearchFestI read all of them for you
Content
9@KaneJamison#SearchFestSOURCES:Moz Ranking Factors: hmny.co/mozfactorsSearchmetrics Ranking Factors:hmny.co/searchmetricsfactorsBacklinko 1 Million Study: hmny.co/backlinkofactorsBuzzsumo/Moz Shares & Links:hmny.co/buzzmozStat Featured Snippets: hmny.co/statblog
What Ranks?
@KaneJamison#SearchFest1
11@KaneJamison#SearchFestWord Count?
12@KaneJamison#SearchFestWORD COUNT
Backlinko:Average page one result is 1890 Words.
13@KaneJamison#SearchFestSearchmetrics:Average page one result is 1285 Words.
Heavy spike towards bottom of page 1.
WORD COUNT
14@KaneJamison#SearchFestSTAT:Average page one result is 906 words.WORD COUNT
15@KaneJamison#SearchFestSTAT Data: Modest upward trend on featured snippet SERPs.WORD COUNT
16@KaneJamison#SearchFestMoz Correlation: 5.6%
Searchmetrics Correlation: 7%
WORD COUNT
17@KaneJamison#SearchFestWORD COUNTVerdict: Kind of important.
18@KaneJamison#SearchFestWORD COUNTVerdict: Kind of important.
Make sure youre above average for the primary SERP youre targeting. 800-1200 words seems safe.
19@KaneJamison#SearchFestSchema.org?
20@KaneJamison#SearchFest
Backlinko:Upward trend for positions 3-10.
Sharp decline on 1-2.SCHEMA.ORG
My gut says this is due to result types 1 and 2 since the rest of the SERP isnt flat. Featured snippets, brand results, etc.20
21@KaneJamison#SearchFestSTAT Data:Lower Schema.org usage in #1-4 on featured snippet SERPs.SCHEMA.ORG
22@KaneJamison#SearchFestMoz Survey: 5% Correlation ExpectedMoz Data: 1% Actual CorrelationSCHEMA.ORG
23@KaneJamison#SearchFestSCHEMA.ORGVerdict: Dont do it for the rankings.
24@KaneJamison#SearchFestSCHEMA.ORGVerdict: Dont do it for the rankings.
Schema.org and other types of markup are important for rich snippets, however, so you shouldnt totally ignore it.
25@KaneJamison#SearchFestKeyword Usage?
26@KaneJamison#SearchFest
KEYWORD USAGEBacklinko:Solid higher average topic authorityfor positions 1-3.
27@KaneJamison#SearchFestKEYWORD USAGE
Searchmetrics:General upward trend except #1 & 2.
28@KaneJamison#SearchFestKEYWORD USAGESTAT DATA:Pretty clear trend.
29@KaneJamison#SearchFestKEYWORD USAGEMoz: Raw # of Keyword Matches In Body Text
30@KaneJamison#SearchFestTITLE TAGS
Backlinko:Solid trend and quite a jump at #1.
31@KaneJamison#SearchFestTITLE TAGS
STAT DATA:Mild trend peakingat first organic slot (#2 since #1 is a snippet).
32@KaneJamison#SearchFestKEYWORD USAGEVerdict: Would you believe me if I said keywords are still important?
33@KaneJamison#SearchFestKEYWORD USAGEVerdict: Would you believe me if I said keywords are still important?
Dont get so caught up with link strategies and launch campaigns that you forget to block and tackle.
34@KaneJamison#SearchFestReadability?
35@KaneJamison#SearchFestREADABILITY
Searchmetrics:Very slightly easier-to-read content leading the pack.
36@KaneJamison#SearchFestREADABILITYSTAT DATA:Trend looks mild but 2 points higher between #1-10.
37@KaneJamison#SearchFestREADABILITYVerdict: Mildly Important
38@KaneJamison#SearchFestREADABILITYVerdict: Mildly Important
Readability is probably more important for shareability than for rankings alone.
39@KaneJamison#SearchFestImages & Video?
40@KaneJamison#SearchFestIMAGES
Backlinko:Almost no trend here.
41@KaneJamison#SearchFestIMAGES
Backlinko:Almost no trend here.
42@KaneJamison#SearchFestIMAGES
STAT DATA:Actually a downward trend, with featured snippets tending to have fewer images.
43@KaneJamison#SearchFestVIDEO
Searchmetrics:Pretty big page one jump here 50% higher on average than page 2 results.
44@KaneJamison#SearchFestVIDEO
STAT Data:Zero trend here within page 1 results.
45@KaneJamison#SearchFestIMAGES & VIDEOVerdict: Not a make-or-break factor.
45
46@KaneJamison#SearchFestIMAGES & VIDEOVerdict: Not a make-or-break factor.
Use images & video to improve overall user experienceand content quality, not for rankings.
46
47@KaneJamison#SearchFestLists? Tables? Links?
48@KaneJamison#SearchFestUNORDERED LISTS
Searchmetrics:Upward trend towards #2.
49@KaneJamison#SearchFestUNORDERED LISTS
STAT Data:Pretty flat.
Modest bump for first two organic results.
50@KaneJamison#SearchFestORDERED LISTS
STAT Data:Quite a bit more of a trend here, especially for the featured snippet position.
51@KaneJamison#SearchFestTABLES
STAT Data:Similar trend to ordered lists, with featured snippet URLs being much more likely to have a .
52@KaneJamison#SearchFestOUTBOUND LINKSSTAT Data:Another noticeable trend for #2-3 positions.
53@KaneJamison#SearchFestLISTS, TABLES, OUTBOUND LINKSVerdict:
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& usage trends almost as strongly as keyword usage on the page.
54@KaneJamison#SearchFestLISTS, TABLES, OUTBOUND LINKSVerdict:
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& usage trends almost as strongly as keyword usage on the page.
Im not going to say these are ranking factors, but I think theyre all indicative of well-formatted content. Use them!
@KaneJamison#SearchFestWhat Earns Links & Shares?2
56@KaneJamison#SearchFest
Buzzsumo & Moz: The vast majority of content gets
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