Eric Enge - “Why Content’s Effectiveness Is Now A Ranking Factor and How To Measure It”

Eric Enge @stonetemple / +Eric Enge Stonetemple.comContent Effectiveness as a Ranking Factor

Eric Enge @stonetemple / +Eric Enge Stonetemple.com

Who Am I?Columnist & Contributor

CEO & Founder

50+ person Digital Marketing and SEO agency

Lead Co-Author


Who Am I?

1984 World Champion – Goalie War


Background


What Percentage of Users Do You Satisfy?


What if Your Percentage is Lower Than the Competition?

Eric Enge @stonetemple / +Eric Enge Stonetemple.com7

Think About Task Completion


A Sample Query Session (Source: Bing)


From Rand Fishkin’s Mozcon Keynote June 2015


Server Side Delays Test – Google and Bing

Strong Correlation Between Satisfaction and Revenue


Biggest Threats to Google


May Not Be The Experience They Are Looking For


Short Click

User Clicks on This Result

Then Bounces

Back to the SERPs a

Short Time Later


Long Click


Then Bounces

Back to the SERPs a

Long Time Later



Then Bounces Back to the SERPs a Short Time

Later

Then Clicks on This

Result and Doesn’t Return

Pogosticking


Driving Customer Satisfaction Has Many Implications


Analysis of a Page


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


A Strong Brand Helps a Lot!


Help Users Pick a Type

Free Delivery Offer

Financing


Shipping Options


Immediate Pick Up


Broader Category

Common Refinements

Related Categories


How Do You Do the Analysis?


Define What Your Pages are About

Don’t Forget About “Task Completion”


Identify the Customer Needs the Pages Should Satisfy

Brainstorm With Your Internal

Team


Talk to Customers and Prospects For More Input


It May Seem Like Cheating, But …


Semantic Content Analysis

What Do The Phrases On the Page Tell us About That Page?


The Concept of Term Frequency


What Term Frequency Tells Us

Which Key Phrase Carries the Most Weight


How Term Frequency Differs from Keyword Density

Keyword Density

• Simple count of phrases on page• 10 instances are 10 times more important than 1 instance

Term Frequency

• Also counts phrases on a page• But dampens count so that 10 instances is only 2 times more important than 1 instance


The Concept of Inverse Document Frequency

Total Number of Documents

Number of Documents That Use a Given Term


What Inverse Document Frequency Tells Us

What Makes Your Page Unique


Invest in Usability and Design


AttentionWizard.com


Get User Feedback on Your Pages


Measure Levels of Engagement


From Rand Fishkin’s Mozcon Keynote June 2015


Perform A/B Split Testing


Thank You!

Eric [email protected]: @stonetempleGoogle Plus: +Eric Enge(508) 879-0950http://www.stonetemple.com

http://www.stonetemple.com/

Eric Enge - “Why Content’s Effectiveness Is Now A Ranking Factor and How To Measure It”

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Transcript of Eric Enge - “Why Content’s Effectiveness Is Now A Ranking Factor and How To Measure It”