Rhea Drysdale - Advanced Search Summit Napa 2019

#AdvancedSearchSummit
@Rhea
Turn Your Stale Digital Content
into New Results
Rhea Drysdale
CEO, Outspoken Media

@Rhea
Rhea Drysdale
Strategy Lead, Outspoken Media
My path to this point:
🦍 > 👩🦍💻 > 🔎 > 🦍

Content takes 🕐 and 🤑 to create.
@Rhea

Whether it’s performing or NOT
@Rhea

We need to figure that part out faster
@Rhea

Content opportunities:
Missed & Lost
@Rhea

What is a missed content opportunity?
@Rhea

MISSED
___________________________
Your content has
the potential to perform better.
@Rhea

Created poor quality content
@Rhea

Created good quality content
@Rhea

Identify the opportunity,
then implement
@Rhea

5
years old
3
years old
OLD POST NEW POST

1. 651 words
2. Low-resolution
stock photography
1. 800 words
2. Optimized structure
3. Synonyms &
modifiers
4. High-resolution,
custom illustration
5. Custom video
OLD POST NEW POST

548
sessions
182,410
sessions
OLD POST NEW POST

But there were also
unexpected benefits…
@Rhea

No active backlink development
@Rhea

OLD POST NEW POST
0
backlinks
215
backlinks

No leads
@Rhea

OLD POST NEW POST
0
leads
37
leads

What is a lost content opportunity?
@Rhea

LOST
___________________________
Your content used to perform well, but
no longer does.
@Rhea

Content can 😵 slowly or quickly
@Rhea

Created minimal content & didn’t maintain the old
@Rhea

News-related organic search updates
@Rhea

Sometimes content performs well
until it’s put in context
@Rhea

2 content strategy need states
=
2 deliverables
@Rhea

LOST
___________
Content
Audit
MISSED
____________
Competitive
Gap Analysis

Both deliverables…
@Rhea

…provide #’s that get buy-in,

develop effective, long-term strategies

and detail actions that need to happen
next.

“A content audit is the process of
cataloging and analyzing all of the
content on a website, including its
performance.”
http://bit.ly/bigcommerce-content-audit
@Rhea

“The purpose of a content audit for
SEO is to improve the perceived trust
and quality of a domain, while
optimizing crawl budget and the flow
of PageRank (PR) and other ranking
signals throughout the site.”
http://bit.ly/everett-content
Everett Sizemore
Boundless Immigration
@Rhea

NEW METRIC ALERT
Render budget
Martin Splitt,
Webmaster Trends
Analyst @Google
http://bit.ly/JS-video-
series

What is a competitive
gap analysis?

@Rhea
Rhea Drysdale
CEO, Outspoken Media
“A gap analysis is a comparison of
your current performance versus
desired, or optimal, performance.
A competitive gap analysis compares
your performance to a defined
competitor set and metrics.”
http://bit.ly/rhea-gap

Forgotten content atrophies and dies
resulting in:
🕸
@Rhea

@Rhea
Due to…
1. Lack of promotion
2. Reduced shares & referral
traffic
3. Algorithmic updates
4. Manual actions
5. Lack of freshness
6. Increased competition
7. SERP changes
8. Technical changes
9. Not mobile friendly
10. Not secure

@Rhea
Due to…
1. Server errors & redirects
(internal, external, & inbound)
2. CMS upgrades
3. Out-dated plugins
4. Redesigns
5. New server / CDN
6. Updated forms
7. URL and domain changes
8. Outdated authorship
9. Broken or no longer supported
assets (PDFs, docs, swf,
iFrames, etc.)
10. Broken embeds like tweets,
videos or images

✅
⛔
2011
2018
🔗
🔗
@Rhea

🤹🤹♀️
Off-message
content

@Rhea
Due to…
1. No longer offering a particular service, product, etc.
2. New brand language
3. New font, colors, and design elements
4. New brand or legal guidelines
5. New regulations and compliance requirements

@Rhea
This can be a major problem,
not just for users, but also your
SEO performance.

Because some pages are held
to a higher standard...
@Rhea

@Rhea
YMYL
=
Your Money or Your Life

YMYL =
Pages that could potentially impact
the future 😊, 😷, 💰, or ☢️ of users.
@Rhea

Google Quality
Rater Guidelines
@Rhea

@Rhea
Page Quality Rating: Most Important Factors
1. The Purpose of the Page
2. Expertise, Authoritativeness, Trustworthiness
3. Main Content (MC) Quality and Amount
4. Website Information/information about who is responsible for the MC
5. Website Reputation/reputation about who is responsible for the MC

@Rhea
High Quality Pages
1. Very high level of E-A-T
2. A very satisfying amount of high or highest quality MC
3. Very positive website reputation and reputation for the creator of
the MC (if different from the site)

If a page has 1+ of the following
characteristics, the Low rating applies.
If a page has multiple Low quality
attributes, a rating lower than Low may
be appropriate.
@Rhea

@Rhea
Low Quality Pages
1. An inadequate level of Expertise,Authoritativeness,Trustworthiness
2. The quality of the MC is low
3. There is an unsatisfying amount of MC for the purpose of the page
4. The title of the MC is exaggerated or shocking
5. The Ads or SC distract from the MC
6. There is an unsatisfying amount of website Information or information about
the creator of the MC for the purpose of the page
7. A mildly negative reputation for a website or creator of the MC, based on
extensive reputation research

There’s so much more…
@Rhea

Predicting site quality (using n-grams)
Inventors: Navneet Panda & Yun Zhou
Assignee: Google
US Patent: 9,767,157
Granted: September 19, 2017
Filed: March 15, 2013
http://bit.ly/bill-site-qualiy
Bill Slawski
Go Fish Digital
@Rhea

Google has figured out how to generate
a phrase model a group of sites.
That model is used to establish a
baseline site quality score, which is
then used to score those and future
sites.
@Rhea

That’s ah-mazing!
@Rhea

And you could REALLY nerd out…
@Rhea

Entities
TF-IDF Bag of words
Continuous bag of words
Parsey McParseface / SyntaxNET
Word2vec
Deep reinforcement learning
Co-occurrence with cosine similarity
Neural word embeddings
Skip grams
TF-IDF
@Rhea

“Neural networks are a set of algorithms, modeled
loosely after the human brain, that are designed to
recognize patterns. They interpret sensory data
through a kind of machine perception, labeling or
clustering raw input. The patterns they recognize are
numerical, contained in vectors, into which all real-
world data, be it images, sound, text or time series,
must be translated.”
- SkymindAI
@Rhea

What do we DO with this?
@Rhea

Use the tools that are available:
1) https://cloud.google.com/natural-language/
2) https://cloud.google.com/vision/
@Rhea

Test your content.
@Rhea

Natural Language API appears to be
Parsey McParseface
By Google
SyntaxNet’s neural-network framework for analyzing the
linguistic structure of a sentence or statement, which
parses the functional role of each word in a sentence.
https://deepai.org/
@Rhea

✅⛔
Before After
Original
sentence
Edited
sentence
Broad
entity
Nouns
Exact entity
Compound
noun
More direct
objects
@Rhea

dobj: direct object
The direct object of a VP is the noun
phrase which is the (accusative) object
of the verb.
https://nlp.stanford.edu/software/dependencies_manual.pdf
@Rhea

nn: noun compound modifier
A noun compound modifier of an NP is
any noun that serves to modify the
head noun.
https://nlp.stanford.edu/software/dependencies_manual.pdf
@Rhea

Then test again.
@Rhea

🌈🕸✅
Before After
Edited
sentence
Third
sentence
@Rhea

Increased entities, better quality
entities, increased salience, and the
categories went up to a
0.98 confidence level from 0.87!
@Rhea

But, what else can we do?!
@Rhea

Test your creative.
@Rhea

✅⛔
Before After
IMAGE 1 IMAGE 2
Text
Font
Line
# other
sites
Specific sub-
topic
Core topic
Related topic
Object
description
# other sites
@Rhea

🌈🕸✅
Before After
IMAGE 2 IMAGE 3
Specific sub-topic
Core topic
Related topic
Object description
Company name
0 other sites
@Rhea

But here’s the thing…
@Rhea

📉
Google doesn’t have to tell us our
content needs work.
@Rhea

We know what we’re doing.
@Rhea

Real example:
@Rhea

The Benefits of Buying a Plant

The Advantages of Buying a Plant

The Pros & Cons of Buying a Plant

3 Signs You Should Buy a Plant

Purchasing a Plant for Your House

Ultimate Guide to Buying a Plant

“If you have… different pages with
similar content, Google sees these as
duplicate versions of the same page.
Google will choose one URL as the
canonical version and crawl that, and all
other URLs will be considered duplicate
URLs and crawled less often.”
@Rhea

Legitimate
reasons for
“poor”
quality
content
Email campaigns
Social calendars
Sales enablement
Demand gen campaigns
Personalized experiences

Here’s what I’m proposing…
@Rhea

The ACTUAL Ultimate Guide to
Buying a Plant
The Best Indoor
Houseplants

“How-to __” Part 1
“How-to __” Part 2
Client A

6
sessions
61
sessions
Organic Sessions Over 17 Months
@Rhea

81
sessions
In 3 months
301
301
@Rhea

2,800% YOY increase
in August
Organic Sessions YOY to Consolidated URLs
@Rhea

If you want to geek out, look up:

🤑
Where do you start?
@Rhea

@Rhea
KonMari Method
“The life-changing
magic of tidying up”

KonMari is a
framework for
how to make
difficult
decisions.
(With the added benefit of organizing
your stuff.)

Does your content spark:
@Rhea

Conversions
@Rhea

Traffic
@Rhea

Engagement
@Rhea

Authority
@Rhea

Perform a content audit
@Rhea

@Rhea
Content Audit in a 🤑shell
1. Plan
2. Crawl your site
3. Extract your data
4. Pull other metrics
5. Filter
6. Analyze
7. Tag
8. Make decisions
9. Write up recommendations
10. Get buy-in
11. Get it done

Free Tools
Use Advanced
Search
Operators

Refine web searches:
https://support.google.com/websearch/answer/2466433

Free Tools
Verify Your
Site with
Google & Bing

Xenu’s Link Sleuth
http://home.snafu.de/tilman/xenulink.html

Use Professional Crawlers
@Rhea

Use Data Extraction Tools & APIs
@Rhea

Visualization & Dashboard Tools
@Rhea

@Rhea
When content is too big
1. Databases
2. Data warehouse

Limitations
@Rhea

@Rhea
Data Limitations
1,048,576 rows
by
16,384 columns
Up to 2 million cells for sheets
created in or converted to
Google Sheets.

@Rhea
Skill Set Limitations
• LEN
• COUNTIF
• SUBSTITUTE
• VLOOKUP or INDEX MATCH
• Filter
• Text to columns
• Pivot tables
• Insert slicer
• GDS - Blend data
• GDS - calculated field (label
content, group content, shorten
URLs)
• RegEx (for advanced filtering and
formulas)

@Rhea
Web & Technical Literacy
• Status codes (errors or
redirects)
• HTML
• Headers
• Meta tags
• XML sitemaps
• Structured markup (social
and schema)
• How to crawl JavaScript and
other blocked content
• Page speed
• Accessibility
• Mobile first indexation

Merge Data, Filter & Tag
@Rhea

@Rhea
What to look for depends on your goals
What is/are your business objective(s)?
- More engagement focused?
- More conversion focused?

⚠️ Be careful!
You can fall into a black hole…

Site analytics
URLs
Page Titles
Meta Descriptions
Headers
Meta tags
Errors
Redirects
Canonicals
Parameters
Inbound links (RD & BL, followed or no, anchor text)
Internal links (quantity, anchors, followed, etc)
Ranking keywords
Overlapping keywords
Organic clicks, impressions, and CTR
Avg position for ranking KWs
Rich snippets
Mobile, tablet or desktop
Branded vs non-branded
Page Intent (informational, transactional, navigational)
Content author
Content owner
Reputation of author
Reputation of website
E-A-T
Purpose of page
Persona / audience segment
Buyer journey stage
Taxonomy
Site sections (products, resources, news, etc)
Content type (blog posts, product listings, categories,
webinars, whitepapers, infographics, calculators, etc)
Custom tagging (topic areas, natural language queries,
etc)
Content length
Content quality
Reading level
Grammar
Legal & brand guidelines
Specific regulations
Social markup
Images
Video
International considerations

When you emerge weeks later…
(or less if you’ve streamlined the process)
@Rhea

@Rhea
Decide What Happens to Your Content:
1. Keep as-is
2. Update
3. Kill
4. Redirect
5. Canonical
6. Noindex
7. Disallow & noindex
8. Consolidate & redirect

Subdomain:
Blog post 1
Blog post 2
Blog post 3
Client B

166
sessions
9,105
sessions
Organic Sessions Over 26 Months
137
sessions
@Rhea

31,323
sessions
In 7 months
301
301
301
@Rhea

Organic Sessions to Old vs Consolidated URLs
@Rhea

🤑🤑♀️
Competitive Analysis Tools

URLs
Page Titles
Meta Descriptions
Headers
Meta tags
Errors
Redirects
Canonicals
Parameters
Inbound links (RD & BL, followed or no, anchor text)
Internal links (quantity, anchors, followed, etc)
Ranking keywords
Overlapping keywords
Organic clicks, impressions, and CTR
Avg position for ranking KWs
Rich snippets
Mobile, tablet or desktop
Branded vs non-branded
Client vs competitor
Page Intent (informational, transactional, navigational)
Content author
Content owner
Reputation of author
Reputation of website
E-A-T
Purpose of page
Persona / audience segment
Buyer journey stage
Taxonomy
Site sections (products, resources, news, etc)
Content type (blog posts, product listings, categories,
webinars, whitepapers, infographics, calculators, etc)
Custom tagging (topic areas, natural language queries,
etc)
Content length
Content quality
Reading level
Grammar
Legal & brand guidelines
Specific regulations
Social markup
Images
Video
International considerations

Tales of caution:
When you up your game, your
competitors will take notice
and do the same.
@Rhea

👋
Thank you!
Say hello:
rhea@outspokenmedia.com
@Rhea

Rhea Drysdale - Advanced Search Summit Napa 2019

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (19)

Similaire à Rhea Drysdale - Advanced Search Summit Napa 2019

Similaire à Rhea Drysdale - Advanced Search Summit Napa 2019 (20)

Plus de Digital Marketers Organization

Plus de Digital Marketers Organization (20)

Dernier

Dernier (20)

Rhea Drysdale - Advanced Search Summit Napa 2019