Christina Hecht

Senior Search Engine Strategist, Vertical Measures

★ 11 years industry experience★ Vertical Measures

○ Content Marketing Agency in Phoenix★ Subject Matter Expert on SEO★ Read more of my work at verticalmeasures.com/blog

@christinahecht

WHAT’S YOUR RESEOLUTION?

To increase your organic search traffic by xx%? How about 77%? 97%? Or 167%? How about more?

Objectives:● Identify and plug holes in your existing content● Grab rankings share from your competitors● Expand your keyword footprint

What is your 2016 New Year’s ReSEOlution?

Case Study - Keyword Footprint

Client: Education Segment● Summer 2014:

○ 98 Keywords ranked top 20 in Google● Spring 2015:

○ Semantic keyword improvements to 25 pages of existing content

○ 187 unique new keywords added○ 33% improvement to content-depth

● Summer 2015:○ Recommendations implemented

● Late Summer 2015:○ 401 net new keywords ranking○ 499 total unique keywords ranking in top 20

499

98409% growth to keyword footprint!

Case Study - Pageviews

Implem

entation

Case Study - Traffic

Implem

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↑ 167% YOY

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WHERE ARE YOU TODAY?

If creating new content isn’t possible (because it isn’t always) look at what you’ve already made. Improve your existing content - where 90% of the work has already been done - and try to squeeze a bit more ROI out of that.

Existing Content Audit

Figure out what content you already have:

Why?● Investment has been made; 90% of the work is done● Competition may have changed● Searcher intent / user personas may have changed● Similar content might be competing

Existing Content Audit

Figure out what content you already have:

Tools:● Screaming Frog with API access to:

○ Google Search Console○ Google Analytics

Existing Content Audit

Figure out what content you already have:

Steps:● Crawl with Screaming Frog showing traffic high to low● Prioritize pages

○ Your top level pages … OR … ○ Met performance expectations? Could do well again?○ Update for timeliness?○ Update for accuracy?○ Update for your current user persona(s)?

What are User Personas?

Bargain Britt

“cheapest widget”

Techie Taylor

“required specifications for widget”

Decisive Dana

“Brand A widget reviews”

KEYWORD/CONTENTGAP

what you

want

what you’ve got

Rankings Audit

What keywords are you ranking for? Which keywords should you rank for, but you’re not?

Tools:● SEMRush ● Google Search Console● AuthorityLabs

Keyword Research

Keyword Research

Gather keywords to fill gaps:

Collect input:● Internal resources

○ Self; front-line sales staff; customer service reps● Brainstorm● Keyword Dump: a big list of keyword possibilities

Keyword Research

Keyword Research

Gather keywords to fill gaps:

Add to your list with Tools:● SEMRush● KeywordTool.io● Google Suggest● Google AdWords Keyword Planner Tool● Analytics & Webmaster Tools● YouTube, Image Search, Buzzsumo, etc.

Keyword Research

Which new keywords can you add to your existing content?

Steps:● Prioritize keywords by value● Group them by searcher intent/user persona/topic● Make short lists and align to existing pages for later addition

LET’S TALK ABOUT SEMANTICS

“Well, the way they pick TV shows is, they make one show. That show's called a pilot. Then they show that one show to the people who pick shows, and on the strength of that one show they decide if they want to make more shows. Some get chosen and become television programs. Some don't, become nothing. She starred in one of the ones that became nothing.

Target keywords (aka head terms, proof terms):

● Terms typically included in all articles on the topic, thus Google expects them to be included.

Semantic terms (aka relevant, supporting terms):

● Synonyms, close-variants and tangentially-related terms● Are not always present but are part of a sub-topic. Context matters!

Target term: TV shows

Semantic term: television programs, pilot

Target & Semantic Keywords

Say your content addresses the topic:

“Fall 2015 TV Line-Up”

shows, episode, television, pilot, program, series, season, network, sit-com, binge-watch, Netflix, NBC, drama, comedy, acting

● These terms naturally co-occur with “TV show”, especially within expert-quality content

● Utilize synonyms, relevant phrases, as well as target terms

Example

“Well, the way they pick TV shows is, they make one episode. That show's called a pilot. Then they present that one episode to the network people who pick the fall TV line-up, and on the strength of that one installment they decide if they want to make a whole season of the TV series. Some get chosen and become television programs. Some don't, become nothing. She starred in one of the ones that became nothing.

● Can be an indicator of higher quality content● The aim is for overall holistic “lift,” if not rankings for semantic terms

“The percentage of proof terms and relevant terms in the top 30 [SERPs] is relatively high and has even increased on last year. High-ranking pages are much more holistic” 1

When combined with rich media and extended word count, use of target and semantic keywords can increase rankings 2

1 SearchMetrics 2015 Ranking Factors; 2 Ibid, 2014

Target & Semantic Keywords

A rising tide lifts all boats

…to HERE?

How do we get from here…

● 25 pages were improved with semantic keywords and greater depth

● Content depth is correlated to SERP ranking○ 2,000+ words has correlation

to top 10 rankings○ ~600 words is a step in the

right direction● Greater depth can improve

engagement metrics

Case Study - Content Depth

Case Study - Engagement Metrics

PUT IT ALL TOGETHER

Download our framework FREE! http://vert.ms/ContentGap

Using the framework, go page by page and add:

● Semantic keywords○ Synonyms, variants and tangentially-relevant terms

● New content where needed○ For accuracy○ For timeliness○ For depth○ To match searchers’ intent○ To funnel the user to your desired action (micro-conversion)○ To meet your business goal (conversion)

Implement & Improve

Three Options:

1. Update and keep the same URL - ○ Fall 2015 TV Pilot Predictions - Updated! Winners and Whomp

Whomps”2. Rewrite using a target keyword variant and keep the same URL

○ old: “Prescott New Home Community”; new: “New Home Community in Prescott”

3. Consolidate two pages meeting the same search intent; 301 redirect from old URL(s) to new

○ “10 Tips on Surviving Summer with Kids” and “7 Ways to Cure Kids’ Summer Boredom”

Content Audit + Semantic Keywords

Two typical workflows:

● Workflow 1: ○ Fill in the Content Gap Analysis and Semantic Keyword Framework○ Word/Google doc with C/P of your content, then Track Changes○ Hand off to your implementation team to edit in your Content

Management System

● Workflow 2: ○ Fill in the Content Gap Analysis and Semantic Keyword Framework○ Edit directly in your Content Management System

Workflows

Search engines like fresh content

● Republish freshened content● Update and submit your XML Sitemap (GSC and BWMT)● Tweet it!● Post it!● Promote it!● Amplify it!● Earn fresh links to it!

Amplify Freshened Content

Key Performance Indicators (KPIs) to Measure:● Organic Traffic - Improved Pages● Organic Traffic - All Pages● Engagement Metrics: e.g. Avg. Session Duration, Bounce Rate, % Exit● Google Analytics or similar● Keyword Rankings

○ SEMRush● Number of Semantic Keywords Added

○ Note as you add them● Content Depth Added

○ WordCountTools.com● … and more based on your business goals

Benchmark & Measure

@christinahecht

Thank You