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Evergreen Content
VP, Audience Development Strategy
(Search, Social & Email)
John Shehata
@JShehata
2 @JShehata | #C3NY |
3 @JShehata | #C3NY |
New Content is NOT
the Answer
Agenda
Evergreen Content
Evergreen Content
Lifespan Case Study
4
Condé Nast’s
Pinetree Project
@JShehata | #C3NY |
5
Creating New Content is
Not The Answer!!!
@JShehata | #C3NY |
6
77
Tons of Similar Content!!
@JShehata | #C3NY |
88
Acne Treatment:
3000+ Articles
on 1 Brand
@JShehata | #C3NY |
Many Publishers Produce Very Little
Evergreen Content
9
Brand Evergreen Content
Brand 1 73%
Brand 2 21%
Brand 3 98%
Brand 4 87%
Brand 5 84%
Brand 6 96%
Brand 7 43%
Brand 8 56%
Brand 9 75%
Brand 10 32%
Brand 11 15%
Brand 12 51%
Brand 13 75%
Brand 14 18%
@JShehata | #C3NY |
Most of the Content Gets No Traffic!!
10
Stories Total Search
Traffic
First 14 Days
Search Traffic
Traffic after
First 14 Days
Total 100% 100% 100% 100%
News 43% 55% 86% 20%
Evergreen 8% 43% 11% 77%
< 100 Visits 49% 3% 3% 3%
@JShehata | #C3NY |
IMAGE
GOES
HERE
Why?
● Increased Competition
● New Information/Data
● Freshness is a ranking factor
● Backlinks Decay
● Content Quality
● Technical Issues
● SERP Changes
● Search Algorithm Changes (E-A-T for example)
Content Decays!!
11 @JShehata | #C3NY |
What Can Be
Done?
12 @JShehata | #C3NY |
Mission Pinetree
“Evergreen Content Refresh”
13 @JShehata | #C3NY |
14
WHAT IS
EVERGREEN CONTENT?
@JShehata | #C3NY |
15
Evergreen Content Newsy Content
Caters to users anytime of the day, month & year.
Examples:
● Recapping HBO’s Game of Thrones Season 7 Finale
● How to get rid of blackheads
● Best action movies
● Most beautiful beaches of all time
Newsy content is anything that will become obsolete within few
days of publish.
As news cycles evolve or die down, newsy stories tend to
see their peak in traffic within 1-2 days after publish.
Examples:
● Recapping HBO’s Game of Thrones Season 7 Finale
● famous deaths
● cover stories
● movie reviews
● award shows
@JShehata | #C3NY |
IMAGE
GOES
HERE
In-depth:
● How-to
● Answering Questions (why, when, what, how, where, who)
● Checklist
● Lists (ideas, resources, etc)
● Tips
● Best, Top, Worst, etc
● Complete Glossary
● Everything you need to know (Guide) about a topic
● Tutorial
What Evergreen
Content is:
16 @JShehata | #C3NY |
IMAGE
GOES
HERE
● News articles
● Pieces about a specific holiday or season
● Articles focused on a current trend or pop culture fad
● Latest clothing and fashion trends
What Evergreen
Content is Not:
17 @JShehata | #C3NY |
“Can I repost this content
on Facebook
3 - 6 months from now?”
If YES >> Evergreen
18
Confused, Ask yourself:
@JShehata | #C3NY |
IMAGE
GOES
HERE
1. Provides Sustainable Traffic: Keeps the lights on for slow-newsy days.
Delivers fresh traffic days, weeks, and months later after republish.
2. Creates more quality in-depth content.
3. Drives prospects into sales funnel.
4. Improves Rankings.
Why is Evergreen
Content Essential?
19 @JShehata | #C3NY |
Prolonged Shelflife
20
Stories Total Search
Traffic
First 14 Days
Search Traffic
Traffic after
First 14 Days
Total 100% 100% 100% 100%
News 43% 55% 86% 20%
Evergreen 8% 43% 11% 77%
< 100 Visits 49% 3% 3% 3%
#C3NY |
21
CASE STUDY:
PINETREE PROJECT
@JShehata | #C3NY |
IMAGE
GOES
HERE
The Pinetree project was kicked off in 2016 as an
SEO Initiative to update (refresh) existing content
while consolidating old content.
The goal is to make our existing content work harder
for us as well.
● Identify potential underperforming evergreen
content
● Refresh existing evergreen content on multiple
brands
1. Expand Scope
2. Add In-Depth Content
3. Merge Similar Content into 1 in-depth article
4. Optimize SEO
Pinetree Project:
22 @JShehata | #C3NY |
Pinetree Initiative
23
6
Brands
400+
Stories
@JShehata | #C3NY |
SEO Pinetree
(Stakeholders)
24
Audience
Dev
SEO
Analysis
SEO
Manager
SEO
Writer
SEO
PINETREE
Edit
Team
Visibility
SEO
Analyst
@JShehata | #C3NY |
25
SEO Process
Refresh Every
9-12 Months
Or when new
updates are available
Audience
Dev
SEO
Analysis
SEO
Manager
SEO
Writer
SEO
PINETREE
Edit
Team
Visibility
SEO
Analyst
Select
Pages &
Keywords
Page
Analysis
Similar On-
Site
Content
SERP
Analysis
Featured
Snippets
TF*IDF
Content
Characteris
tics
Conversion
s
Content
Update
Backlinks
Publish &
Promote
@JShehata | #C3NY |
STEP 1
26
Select Keywords (topics)
● Select Keywords & Pages Based on Goals (traffic,
subscription, commerce, editorial calendar, seasonality, etc)
● Ex: Select “striking distance” URLs: mid-performing
stories that rank in position 5-20 with High Search
Volume KWs
● Generate an automated report of evergreen content
published a year ago that dropped in traffic
● Make sure to check Seasonality
Select
Keywords
Select
Main Page
Similar On-
Site Content
SERP
Analysis
Featured
Snippets
Relevancy
“Must Have
Terms”
Content
Characteristi
cs
Conversions
Content
Update
Backlinks
Publish &
Promote
@JShehata | #C3NY |
27 @JShehata | #C3NY |
28 @JShehata | #C3NY |
STEP 2
29
Select Main Page
● Find all pages that rank for selected keyword(s) > These
stories have the highest chance of ranking
● Select the main page based on SEO metrics (traffic, CTR,
backlinks, etc)
● Confirm with the brand that chosen stories are approved
to refresh
Select Pages
& Keywords
Page
Analysis
Similar On-
Site Content
SERP
Analysis
Featured
Snippets
TF*IDF
Content
Characteristi
cs
Conversions
Content
Update
Backlinks
Publish &
Promote
@JShehata | #C3NY |
STEP 2 – Cont.
30
Select Main Page
● Analyze page traffic, top keywords
● What keywords are readers currently using to find this page?
● What other keywords should be driving traffic to this page?
● Ensure that we are targeting a relevant, high volume keywords
● Does the content address the intent of the keyword search?
Select Pages
& Keywords
Page
Analysis
Similar On-
Site Content
SERP
Analysis
Featured
Snippets
TF*IDF
Content
Characteristi
cs
Conversions
Content
Update
Backlinks
Publish &
Promote
@JShehata | #C3NY |
31
Top Pages Ranking for Selected Keyword Top Keywords Ranking for Selected Page
@JShehata | #C3NY |
STEP 3
32
Similar On-Site Content
● If there are multiple stories on the same topic, analyze these
pages and merge similar underperforming 5-10 into one
strong authoritative piece. Use any relevant content from
older stories in the updated article
● Make sure the merged Stories don’t rank for other sub-topics
● 301 Redirect lower performing stories to updated page
● This consolidates authority into one place, which gives us a
higher chance of ranking well on that topic (as opposed to
spreading authority thing across several URLs)
Select Pages
& Keywords
Page
Analysis
Similar On-
Site Content
SERP
Analysis
Featured
Snippets
TF*IDF
Content
Characteristi
cs
Conversions
Content
Update
Backlinks
Publish &
Promote
@JShehata | #C3NY |
33 @JShehata | #C3NY |
34 @JShehata | #C3NY |
Page Traffic
35 @JShehata | #C3NY |
STEP 4
36
SERP Analysis
● Evaluate the SERP for that selected topic/keyword(s)
● With a constantly changing SERP, it’s important to understand the
type of content Google is promoting for specific search queries
● This gives us an understanding of how we should present our
content in order to rank for this query
Select Pages
& Keywords
Page
Analysis
Similar On-
Site Content
SERP
Analysis
Featured
Snippets
TF*IDF
Content
Characteristi
cs
Conversions
Content
Update
Backlinks
Publish &
Promote
@JShehata | #C3NY |
STEP 4 – Cont.
37
SERP Analysis
● What types of sites are ranking in the top positions for
this keyword? Ecommerce or Editorial?
● Are there shopping ads/Local results pack at the top?
● Is a news carousel present (top stories)?
● Is video content ranking?
● Is there a featured snippet?
● Recency: when were the top results published?
● Titles & descriptions: are they optimized?
● Backlinks
Select Pages
& Keywords
Page
Analysis
Similar On-
Site Content
SERP
Analysis
Featured
Snippets
TF*IDF
Content
Characteristi
cs
Conversions
Content
Update
Backlinks
Publish &
Promote
#C3NY |
“People
Also Ask”
Featured
Video Result
Knowledge
Panel
Video
Carousel
Shopping
Carousel
Featured
Snippet
Organic
Results
Different Keyword - Different Intent - Different Result
‘HOW TO’
vs.
‘BEST’
STEP 5
39
Featured Snippets
● Aim to get FS if possible
● Get the most relevant questions around the topic
Select Pages
& Keywords
Page
Analysis
Similar On-
Site Content
SERP
Analysis
Featured
Snippets
TF*IDF
Content
Characteristi
cs
Conversions
Content
Update
Backlinks
Publish &
Promote
@JShehata | #C3NY |
40 @JShehata | #C3NY |
41 @JShehata | #C3NY |
New: Interactive Featured Snippets
42 @JShehata | #C3NY |
STEP 6
43
Competitors: Relevancy
& Must Have Terms
● TF*IDF: term frequency–inverse document
frequency, is a numerical statistic that is
intended to reflect how important a word is
to a document in a collection or corpus
Select Pages
& Keywords
Page
Analysis
Similar On-
Site Content
SERP
Analysis
Featured
Snippets
TF*IDF
Content
Characteristi
cs
Conversions
Content
Update
Backlinks
Publish &
Promote
@JShehata | #C3NY |
44 @JShehata | #C3NY |
STEP 7
45
Competitors: Content Characteristics
Google consistently notes that content quality is a top ranking factor
& ML is heavily used in Google since 2018.
● What is the common characteristics of ranking pages?
● How long is the content?
● How are we using images/videos? Should there be more?
● How many items per list?
● What Questions to answer?
● Are they using images/videos?
● What type of content templates ranking well (galleries, articles,
videos, etc)
● How fresh is the content?
● What are the common CTAs?
Select Pages
& Keywords
Page
Analysis
Similar On-
Site Content
SERP
Analysis
Featured
Snippets
TF*IDF
Content
Characteristi
cs
Conversions
Content
Update
Backlinks
Publish &
Promote
@JShehata | #C3NY |
46
Listicle - Gallery
Horizontal Gallery
Index Page
Index Page
Listicle - Gallery
Index Page
Listicle - Gallery
Youtube
Horizontal Gallery
Index Page
Listicle - Gallery
STEP 8
47
Conversions
● Affiliate Links
● Price Comparison
● Purchase Now
● Email Acquisition
● Subscriptions
Select Pages
& Keywords
Page
Analysis
Similar On-
Site Content
SERP
Analysis
Featured
Snippets
TF*IDF
Content
Characteristi
cs
Conversions
Content
Update
Backlinks
Publish &
Promote
@JShehata | #C3NY |
STEP 9
48
Update Content
● Expand and Merge Content
● Update Publish Dates
● Update titles, headlines, sub-heads, body, rich media, etc
● Update Layout & Template
● Is it imminently clear what our purpose is for this article?
Select Pages
& Keywords
Page
Analysis
Similar On-
Site Content
SERP
Analysis
Featured
Snippets
TF*IDF
Content
Characteristi
cs
Conversions
Content
Update
Backlinks
Publish &
Promote
@JShehata | #C3NY |
Merge low performing stories on same topic
http://www.teenvogue.com/story/how-to-contour-by-skin-tone http://www.teenvogue.com/story/how-to-contour-makeup
@JShehata | #C3NY |
STEP 10
50
Internal Links
● Find high authority relevant pages to link to
the updated page
● High relevancy/authority article pages
● Hub pages
● Channel/Sub-Channels rivers
● etc
Select Pages
& Keywords
Page
Analysis
Similar On-
Site Content
SERP
Analysis
Featured
Snippets
TF*IDF
Content
Characteristi
cs
Conversions
Content
Update
Backlinks
Publish &
Promote
@JShehata | #C3NY |
51
Internal Links
● Article Pages
● Hub Page
● You can also optimize linking
structure and remove
cannibalizing anchor links
STEP 10
@JShehata | #C3NY |
STEP 11
52
Publish & Promote
● Editorial team reviews updated content and
provides feedback
● Publish final version with new date & resurfaces
story in channel pages
● Inform Social/Email Teams to promote
Select Pages
& Keywords
Page
Analysis
Similar On-
Site Content
SERP
Analysis
Featured
Snippets
TF*IDF
Content
Characteristi
cs
Conversions
Content
Update
Backlinks
Publish &
Promote
@JShehata | #C3NY |
The Ultimate
Guide to
Invitation
Wording
1200 search
visits a week
53
Before
& After
900 Words
2560
Words
@JShehata | #C3NY |
Pinetree Results
54
6
Brands
400+
Refreshed
Stories
914%
YoY Growth
In Ranked
Keywords
210%
YoY Growth
In Search
Traffic
@JShehata | #C3NY |
PineTree Results
55 @JShehata | #C3NY |
56 @JShehata | #C3NY |
57
Avg Rank: 14
Avg Rank: 13
Avg Rank: 5
@JShehata | #C3NY |
58
59
EVERGREEN CONTENT
LIFESPAN
How long does evergreen content live to succeed after republishing?
@JShehata | #C3NY |
6060
Why Evergreen Content
Lifespan Matters
Now that perfectly optimized evergreen stories are published,
we kicked off case studies to ask the question:
How long does it take for it to reach its
peak in traffic before it starts to decline?
Without annual revisits to evergreen content,
daily search traffic can fall off the radar.
@JShehata | #C3NY |
Single Story: 26 Months (2+ Years)
61
0
500
1000
1500
2000
2500
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
31
33
35
37
39
41
43
45
47
49
51
53
55
57
59
61
63
65
67
69
71
73
75
77
79
81
83
85
87
89
91
93
95
97
99
101
103
Series1
1
2
3
4 5
Every Refreshed Story behaves differently
1. Story republished
2. Gradual Increase (1-9 months)
3. Traffic peak (10-12 months)
4. Gradual Drop (13-18 months)
5. New Temporary Norm (19+ Months) >> Sometimes keeps dropping
@JShehata | #C3NY |
Refresh Content Once a Year!!
Or when traffic starts to drop
Traffic Peak
10-12 months
after republish
1-3 months
after republish
Rapid Traffic
Growth
Evergreen Content Lifespan
62
4-9 months
after republish
Slow Traffic
Growth
Gradual Traffic
Drop
13-18 months
after republish
New Norm
(Or continues to
drop)
19+ months
after republish
0
50000
100000
150000
200000
250000
300000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84
First 100 Pinetree URLs Published & Weekly Search Traffic Since Date of Republish
Series1
1
2
3 4
5
@JShehata | #C3NY |
IMAGE
GOES
HERE
1. Identify Goals (Traffic, Revenue, Subscriptions, etc)
2. Identify existing stories that brands have published
since dawn of internet (ex: 20 Best Summer
Hairstyles done each summer) & overcome high
turnover rate in editorial staff.
3. Research topics, SERPs, competitive landscape,
& content characteristics
4. Update/Refresh Content
(expand, merge & optimize)
5. Republish the content optimized for Search.
6. Promote the Content
Pinetree Project:
63 @JShehata | #C3NY |
64
Thank You
@JShehata | #C3NY |

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Conductor C3 2019 - How to Supercharge Traffic with Evergreen Content

  • 2. VP, Audience Development Strategy (Search, Social & Email) John Shehata @JShehata 2 @JShehata | #C3NY |
  • 3. 3 @JShehata | #C3NY |
  • 4. New Content is NOT the Answer Agenda Evergreen Content Evergreen Content Lifespan Case Study 4 Condé Nast’s Pinetree Project @JShehata | #C3NY |
  • 5. 5 Creating New Content is Not The Answer!!! @JShehata | #C3NY |
  • 6. 6
  • 7. 77 Tons of Similar Content!! @JShehata | #C3NY |
  • 8. 88 Acne Treatment: 3000+ Articles on 1 Brand @JShehata | #C3NY |
  • 9. Many Publishers Produce Very Little Evergreen Content 9 Brand Evergreen Content Brand 1 73% Brand 2 21% Brand 3 98% Brand 4 87% Brand 5 84% Brand 6 96% Brand 7 43% Brand 8 56% Brand 9 75% Brand 10 32% Brand 11 15% Brand 12 51% Brand 13 75% Brand 14 18% @JShehata | #C3NY |
  • 10. Most of the Content Gets No Traffic!! 10 Stories Total Search Traffic First 14 Days Search Traffic Traffic after First 14 Days Total 100% 100% 100% 100% News 43% 55% 86% 20% Evergreen 8% 43% 11% 77% < 100 Visits 49% 3% 3% 3% @JShehata | #C3NY |
  • 11. IMAGE GOES HERE Why? ● Increased Competition ● New Information/Data ● Freshness is a ranking factor ● Backlinks Decay ● Content Quality ● Technical Issues ● SERP Changes ● Search Algorithm Changes (E-A-T for example) Content Decays!! 11 @JShehata | #C3NY |
  • 12. What Can Be Done? 12 @JShehata | #C3NY |
  • 13. Mission Pinetree “Evergreen Content Refresh” 13 @JShehata | #C3NY |
  • 15. 15 Evergreen Content Newsy Content Caters to users anytime of the day, month & year. Examples: ● Recapping HBO’s Game of Thrones Season 7 Finale ● How to get rid of blackheads ● Best action movies ● Most beautiful beaches of all time Newsy content is anything that will become obsolete within few days of publish. As news cycles evolve or die down, newsy stories tend to see their peak in traffic within 1-2 days after publish. Examples: ● Recapping HBO’s Game of Thrones Season 7 Finale ● famous deaths ● cover stories ● movie reviews ● award shows @JShehata | #C3NY |
  • 16. IMAGE GOES HERE In-depth: ● How-to ● Answering Questions (why, when, what, how, where, who) ● Checklist ● Lists (ideas, resources, etc) ● Tips ● Best, Top, Worst, etc ● Complete Glossary ● Everything you need to know (Guide) about a topic ● Tutorial What Evergreen Content is: 16 @JShehata | #C3NY |
  • 17. IMAGE GOES HERE ● News articles ● Pieces about a specific holiday or season ● Articles focused on a current trend or pop culture fad ● Latest clothing and fashion trends What Evergreen Content is Not: 17 @JShehata | #C3NY |
  • 18. “Can I repost this content on Facebook 3 - 6 months from now?” If YES >> Evergreen 18 Confused, Ask yourself: @JShehata | #C3NY |
  • 19. IMAGE GOES HERE 1. Provides Sustainable Traffic: Keeps the lights on for slow-newsy days. Delivers fresh traffic days, weeks, and months later after republish. 2. Creates more quality in-depth content. 3. Drives prospects into sales funnel. 4. Improves Rankings. Why is Evergreen Content Essential? 19 @JShehata | #C3NY |
  • 20. Prolonged Shelflife 20 Stories Total Search Traffic First 14 Days Search Traffic Traffic after First 14 Days Total 100% 100% 100% 100% News 43% 55% 86% 20% Evergreen 8% 43% 11% 77% < 100 Visits 49% 3% 3% 3% #C3NY |
  • 22. IMAGE GOES HERE The Pinetree project was kicked off in 2016 as an SEO Initiative to update (refresh) existing content while consolidating old content. The goal is to make our existing content work harder for us as well. ● Identify potential underperforming evergreen content ● Refresh existing evergreen content on multiple brands 1. Expand Scope 2. Add In-Depth Content 3. Merge Similar Content into 1 in-depth article 4. Optimize SEO Pinetree Project: 22 @JShehata | #C3NY |
  • 25. 25 SEO Process Refresh Every 9-12 Months Or when new updates are available Audience Dev SEO Analysis SEO Manager SEO Writer SEO PINETREE Edit Team Visibility SEO Analyst Select Pages & Keywords Page Analysis Similar On- Site Content SERP Analysis Featured Snippets TF*IDF Content Characteris tics Conversion s Content Update Backlinks Publish & Promote @JShehata | #C3NY |
  • 26. STEP 1 26 Select Keywords (topics) ● Select Keywords & Pages Based on Goals (traffic, subscription, commerce, editorial calendar, seasonality, etc) ● Ex: Select “striking distance” URLs: mid-performing stories that rank in position 5-20 with High Search Volume KWs ● Generate an automated report of evergreen content published a year ago that dropped in traffic ● Make sure to check Seasonality Select Keywords Select Main Page Similar On- Site Content SERP Analysis Featured Snippets Relevancy “Must Have Terms” Content Characteristi cs Conversions Content Update Backlinks Publish & Promote @JShehata | #C3NY |
  • 27. 27 @JShehata | #C3NY |
  • 28. 28 @JShehata | #C3NY |
  • 29. STEP 2 29 Select Main Page ● Find all pages that rank for selected keyword(s) > These stories have the highest chance of ranking ● Select the main page based on SEO metrics (traffic, CTR, backlinks, etc) ● Confirm with the brand that chosen stories are approved to refresh Select Pages & Keywords Page Analysis Similar On- Site Content SERP Analysis Featured Snippets TF*IDF Content Characteristi cs Conversions Content Update Backlinks Publish & Promote @JShehata | #C3NY |
  • 30. STEP 2 – Cont. 30 Select Main Page ● Analyze page traffic, top keywords ● What keywords are readers currently using to find this page? ● What other keywords should be driving traffic to this page? ● Ensure that we are targeting a relevant, high volume keywords ● Does the content address the intent of the keyword search? Select Pages & Keywords Page Analysis Similar On- Site Content SERP Analysis Featured Snippets TF*IDF Content Characteristi cs Conversions Content Update Backlinks Publish & Promote @JShehata | #C3NY |
  • 31. 31 Top Pages Ranking for Selected Keyword Top Keywords Ranking for Selected Page @JShehata | #C3NY |
  • 32. STEP 3 32 Similar On-Site Content ● If there are multiple stories on the same topic, analyze these pages and merge similar underperforming 5-10 into one strong authoritative piece. Use any relevant content from older stories in the updated article ● Make sure the merged Stories don’t rank for other sub-topics ● 301 Redirect lower performing stories to updated page ● This consolidates authority into one place, which gives us a higher chance of ranking well on that topic (as opposed to spreading authority thing across several URLs) Select Pages & Keywords Page Analysis Similar On- Site Content SERP Analysis Featured Snippets TF*IDF Content Characteristi cs Conversions Content Update Backlinks Publish & Promote @JShehata | #C3NY |
  • 33. 33 @JShehata | #C3NY |
  • 34. 34 @JShehata | #C3NY |
  • 36. STEP 4 36 SERP Analysis ● Evaluate the SERP for that selected topic/keyword(s) ● With a constantly changing SERP, it’s important to understand the type of content Google is promoting for specific search queries ● This gives us an understanding of how we should present our content in order to rank for this query Select Pages & Keywords Page Analysis Similar On- Site Content SERP Analysis Featured Snippets TF*IDF Content Characteristi cs Conversions Content Update Backlinks Publish & Promote @JShehata | #C3NY |
  • 37. STEP 4 – Cont. 37 SERP Analysis ● What types of sites are ranking in the top positions for this keyword? Ecommerce or Editorial? ● Are there shopping ads/Local results pack at the top? ● Is a news carousel present (top stories)? ● Is video content ranking? ● Is there a featured snippet? ● Recency: when were the top results published? ● Titles & descriptions: are they optimized? ● Backlinks Select Pages & Keywords Page Analysis Similar On- Site Content SERP Analysis Featured Snippets TF*IDF Content Characteristi cs Conversions Content Update Backlinks Publish & Promote #C3NY |
  • 39. STEP 5 39 Featured Snippets ● Aim to get FS if possible ● Get the most relevant questions around the topic Select Pages & Keywords Page Analysis Similar On- Site Content SERP Analysis Featured Snippets TF*IDF Content Characteristi cs Conversions Content Update Backlinks Publish & Promote @JShehata | #C3NY |
  • 40. 40 @JShehata | #C3NY |
  • 41. 41 @JShehata | #C3NY |
  • 42. New: Interactive Featured Snippets 42 @JShehata | #C3NY |
  • 43. STEP 6 43 Competitors: Relevancy & Must Have Terms ● TF*IDF: term frequency–inverse document frequency, is a numerical statistic that is intended to reflect how important a word is to a document in a collection or corpus Select Pages & Keywords Page Analysis Similar On- Site Content SERP Analysis Featured Snippets TF*IDF Content Characteristi cs Conversions Content Update Backlinks Publish & Promote @JShehata | #C3NY |
  • 44. 44 @JShehata | #C3NY |
  • 45. STEP 7 45 Competitors: Content Characteristics Google consistently notes that content quality is a top ranking factor & ML is heavily used in Google since 2018. ● What is the common characteristics of ranking pages? ● How long is the content? ● How are we using images/videos? Should there be more? ● How many items per list? ● What Questions to answer? ● Are they using images/videos? ● What type of content templates ranking well (galleries, articles, videos, etc) ● How fresh is the content? ● What are the common CTAs? Select Pages & Keywords Page Analysis Similar On- Site Content SERP Analysis Featured Snippets TF*IDF Content Characteristi cs Conversions Content Update Backlinks Publish & Promote @JShehata | #C3NY |
  • 46. 46 Listicle - Gallery Horizontal Gallery Index Page Index Page Listicle - Gallery Index Page Listicle - Gallery Youtube Horizontal Gallery Index Page Listicle - Gallery
  • 47. STEP 8 47 Conversions ● Affiliate Links ● Price Comparison ● Purchase Now ● Email Acquisition ● Subscriptions Select Pages & Keywords Page Analysis Similar On- Site Content SERP Analysis Featured Snippets TF*IDF Content Characteristi cs Conversions Content Update Backlinks Publish & Promote @JShehata | #C3NY |
  • 48. STEP 9 48 Update Content ● Expand and Merge Content ● Update Publish Dates ● Update titles, headlines, sub-heads, body, rich media, etc ● Update Layout & Template ● Is it imminently clear what our purpose is for this article? Select Pages & Keywords Page Analysis Similar On- Site Content SERP Analysis Featured Snippets TF*IDF Content Characteristi cs Conversions Content Update Backlinks Publish & Promote @JShehata | #C3NY |
  • 49. Merge low performing stories on same topic http://www.teenvogue.com/story/how-to-contour-by-skin-tone http://www.teenvogue.com/story/how-to-contour-makeup @JShehata | #C3NY |
  • 50. STEP 10 50 Internal Links ● Find high authority relevant pages to link to the updated page ● High relevancy/authority article pages ● Hub pages ● Channel/Sub-Channels rivers ● etc Select Pages & Keywords Page Analysis Similar On- Site Content SERP Analysis Featured Snippets TF*IDF Content Characteristi cs Conversions Content Update Backlinks Publish & Promote @JShehata | #C3NY |
  • 51. 51 Internal Links ● Article Pages ● Hub Page ● You can also optimize linking structure and remove cannibalizing anchor links STEP 10 @JShehata | #C3NY |
  • 52. STEP 11 52 Publish & Promote ● Editorial team reviews updated content and provides feedback ● Publish final version with new date & resurfaces story in channel pages ● Inform Social/Email Teams to promote Select Pages & Keywords Page Analysis Similar On- Site Content SERP Analysis Featured Snippets TF*IDF Content Characteristi cs Conversions Content Update Backlinks Publish & Promote @JShehata | #C3NY |
  • 53. The Ultimate Guide to Invitation Wording 1200 search visits a week 53 Before & After 900 Words 2560 Words @JShehata | #C3NY |
  • 54. Pinetree Results 54 6 Brands 400+ Refreshed Stories 914% YoY Growth In Ranked Keywords 210% YoY Growth In Search Traffic @JShehata | #C3NY |
  • 56. 56 @JShehata | #C3NY |
  • 57. 57 Avg Rank: 14 Avg Rank: 13 Avg Rank: 5 @JShehata | #C3NY |
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  • 59. 59 EVERGREEN CONTENT LIFESPAN How long does evergreen content live to succeed after republishing? @JShehata | #C3NY |
  • 60. 6060 Why Evergreen Content Lifespan Matters Now that perfectly optimized evergreen stories are published, we kicked off case studies to ask the question: How long does it take for it to reach its peak in traffic before it starts to decline? Without annual revisits to evergreen content, daily search traffic can fall off the radar. @JShehata | #C3NY |
  • 61. Single Story: 26 Months (2+ Years) 61 0 500 1000 1500 2000 2500 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87 89 91 93 95 97 99 101 103 Series1 1 2 3 4 5 Every Refreshed Story behaves differently 1. Story republished 2. Gradual Increase (1-9 months) 3. Traffic peak (10-12 months) 4. Gradual Drop (13-18 months) 5. New Temporary Norm (19+ Months) >> Sometimes keeps dropping @JShehata | #C3NY |
  • 62. Refresh Content Once a Year!! Or when traffic starts to drop Traffic Peak 10-12 months after republish 1-3 months after republish Rapid Traffic Growth Evergreen Content Lifespan 62 4-9 months after republish Slow Traffic Growth Gradual Traffic Drop 13-18 months after republish New Norm (Or continues to drop) 19+ months after republish 0 50000 100000 150000 200000 250000 300000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 First 100 Pinetree URLs Published & Weekly Search Traffic Since Date of Republish Series1 1 2 3 4 5 @JShehata | #C3NY |
  • 63. IMAGE GOES HERE 1. Identify Goals (Traffic, Revenue, Subscriptions, etc) 2. Identify existing stories that brands have published since dawn of internet (ex: 20 Best Summer Hairstyles done each summer) & overcome high turnover rate in editorial staff. 3. Research topics, SERPs, competitive landscape, & content characteristics 4. Update/Refresh Content (expand, merge & optimize) 5. Republish the content optimized for Search. 6. Promote the Content Pinetree Project: 63 @JShehata | #C3NY |