Dive into some data that shows where the average site can rank when competing with super-authorities. Moreover, understand how the Google ecosystem is evolving and what that means for the equation of relevancy vs. authority (and what that ultimately means for your site's ability to rank).
19. What’s ‘Top-Level’
vs. Highly-Detailed?
Top-Level Highly-Detailed
alzheimer's medication is there a way to track acne outbreaks
so I can treat them better
colon cancer screening kidney stone surgery recovery time laser
vs tracheostomy
flying and blood clots I see floaters after my cataract surgery
but only when outside
is my rib broken are nurses are greater risk for getting
staph infections
how common is a torn acl my 2 year old doesn't always respond when
we call his name is he autistic
@mordyoberstein
20. Where Did He Get Those From?
Keyword Research Tools
(like SEMrush) -
Personal experience
Health Forums
Top-Level Keywords Highly-Detailed Keywords
@mordyoberstein
23. Super
Authorities
.Edu & .Gov National Medical
Organizations
& Journals
News Publications
& Magazines
Topic
Specific Site
General
Health Site
1
2
3
0
@mordyoberstein
Average Number of Sites by Type
Short-Tail Health Queries
26. As Compared to
@mordyoberstein
Super
Authorities
.Edu & .Gov National Medical
Organizations
& Journals
News Publications
& Magazines
Topic
Specific Site
General
Health Site
1
2
3
0
Average Number of Sites by Type
Long-Tail Health Queries
35. This time…
100 ‘Top-Level’ Keywords All Related to Autism.
Examples
is autism aspergers
autism spectrum disorder
borderline autism
when do autistic babies walk
autism facts
@mordyoberstein
36. Super
Authorities
.Edu & .Gov National Medical
Organizations
& Journals
News Publications
& Magazines
Topic
Specific Site
General
Health Sire
1
2
3
0
General Health Queries Autism Health Queries
@mordyoberstein
Average Number of Sites by Type
General vs. Autism Queries (Short-Tail)
37. @mordyoberstein
The SERP for Autism
Keywords Is MORE
Advantageous for
the Average Site.
Overall ‘Top-Level’ Keyword Set ‘Top-Level’ Autism Keywords
70%of the SERP not competitive 55% of the SERP not competitive