The Impact of Real-Time Content Optimization:

Does Access to Search & Social Intelligence Make You a More Effective

Writer?

A unique examination and analysis byBryan Eisenberg, Jay Baer and Pelin Thorogood

The Authors

Bryan Eisenberg is a New York Times bestselling author, an award winning blogger, an internationally acclaimed speaker and the recognized authority on improving online conversion rates.www.bryaneisenberg.com Jay Baer is a hype-free social media marketer and content strategist, and co-author of the social business book The NOW Revolution. www.convinceandconvert.com

Pelin Thorogood is a new media marketer and entrepreneur, and was recently named one of the “20 W om en to W atch” in sales lead management.  Pelin also serves as a Executive-in-Residence at Cornell's Johnson Graduate School of Management.www.schulmanthorogood.com

@PelinT

@JayBaer

@TheGrok

Changing Content Landscape

Relevance!

The Question

If a writer has real-time, easy access to intelligence on topics of interest to their readers, based on the words and phrases these readers use while searching or sharing, can he or she create online content that is easier to discover and more compelling to read?

eBeanstalk.com

Convince&Convert

LinkOrbit

eBeanstalk.comSelected and optimized four category landing pages specifically designed for mid-to-long tail keywords:

3 year-old toys

2 year-old toys

Gifts for a 1 year old

Gifts for a 2 year old

The Results: eBeanstalk.com

Seven-week results, averaged across the four optimized pages: 

Reach: Increase in search engine traffic (29%)

Reach: Increase in paid search impressions (45%)

Engagement: Increase in time on page (153%)

Conversion: Increase in conversion to sale  (17%)

Convince&Convert

Optimized and reposted five existing blog posts using new focus terms

Compared average traffic and key metrics for 30 days before/after rewrite

Created seven new blog posts

Compared to average engagement and other data for 30 days of posts before using InboundWriter

Before and After

The Results: Convince&Convert

Four weeks of results for the 12 pages (5 rewritten, 7 new) on Convince&Convert:

Reach: Traffic from search engines increased an average of 33% across the five posts that were rewritten using InboundWriter

Reach: Four of the five rewritten posts achieved top 10 Google rankings for target keywords

Reach: Six of the seven newly written posts achieved top 10 Google rankings for target keywords within 48 hours of publication

Link OrbitOptimized content for two new domains vs. two control domains w/ same # of posts, on same dates, over four-weeks.

www.DietingCentral.com

www.Bloghob.com

www.Cookshangout.com (control)

www.Artistjuction.org (control)

The Results: Link Orbit

Four weeks of results for the four study domains:

Engagement: 112% more time spent on site for the two content-optimized domains vs. the two control domains

Engagement: 50% more pages per visit for the two content-optimized domains vs. the two control domains

Focus Focus Focus!

If “keyword focus” is one of the most important things in online writing, how is a writer to determine which words to focus on?

How content optimization tools help: Get real-time access to your customers’ (or rather, your prospects’) words to help you craft your content.

Chose The Right Keywords

Your focus terms you select should be in line with your content strategy.

Optimize for search popularity

Optimize to avoid competition

How content optimization tools help: No need to be an SEO expert! These tools automatically rank and organize your virtual thesaurus based on your stated content strategy.

Use the Right Number of Keywords in the Right

PlacesEngaging content not only requires the use of the right words but also the right structure.

How content optimization tools help: Content optimization tools provide real-time coaching, so you know where and how often to use your focus terms.

Our Conclusion

Tapping into real-time search and social intelligence during the content creation

process has significant impact on audience reach and engagement!

Just announced! New advertising strategy capability enables Google AdSense publishers to better monetize their content as they type. Go to www.inboundwriter.com to find out more.