Embed Size (px)
Citation preview
u The recent film EX_Machina portrayed an artificial intelligence robot with it’s machine learning coming from a “search engine” (thinly disguised, and implied as Google).
Eric Van Buskirk: [email protected]
Hack the Google Robot And fill your website topic gaps
Search Metrics Annual Ranking Factors and Rank Correlations — Google U.S. — August, 2015
1. CONTENT • The content of the top 30 pages has become more extensive…• At the same time, the content has become more holistic…relevant terms has
increased.
• The importance of keywords in internal and external links has declined.
• Pages with the most relevant content for a search query are very likely to rank better.
• Keywords are a natural part of content but are not significant without relevant content and a logical context.
• Relevance and text length often go hand in hand. It is a good idea to write longer texts, whereby the sub-topics mentioned must also be relevant.
The Problem With Related Keyword Tools
uRely on SEO or content strategist’s existing, subjective topic knowledge.
uOrdered by metrics that don’t help (RE: Volume). Not based on “machine language learning.”
uNot showing strength of relationship
Trying to Boil the Ocean!
Semantic SEO ToolsRelated keywords, not just phrase match Identifies Topic Gaps
MarketMuse Y Y
SEMrush with Co-Occurrences process Y Y
Captora Y Y
SearchMetrics Y Y
BridgtEdge Y N
Conductor Y N
SEMrush Related Keywords Y N
UberSuggest Y N
Google Keyword Planner Y N
Co-occurrence research
u One to many comparisons: only tells “related”u Many to many: scores degrees of relatedness or association: parent
topic to children topics.u “keyword” & “keyword phrases” are popular SEO terms. “Topic” or
“entity” are popular when discussing semantic relationships.
Eric Van Buskirk: TweetPhiladelphia.com
Tools For Source Information to Backwards Engineer Data on Search Engine Result Pages
1. A “rank tracking” tool updating huge numbers of most popular keyword phrases to find “others” ranking from same page/URL.
Link for publically shared Google Doc template: https://goo.gl/0uClFV
Xbox as parent topic example• Xbox.com obviously super authoritative– homepage also ranks #1 in the SERP.
• From multiple instances of other, related phrases ranked from the www.Xbox.compage, find more examples of semantic relevance
• Other ranking phrases are relevant, otherwise Google wouldn’t send traffic• Highest number of occurrences is same as number of pages your examine• Consider outsourcing data entry or fiverr. • Contact me for 2 weeks free use of ClickStream SEO Tools
Other phrases (topics) Found Ranking From Same webpage
Other phrases (topics) Found Ranking From Same webpage
Sample Co-Occurrences appearing 3 Times on different web pages occurrences Keyword Volume CPC Competition3 xbox system 590 0.43 0.863 xbox 720 console 390 0.15 0.863 xboxgames 390 0.77 0.493 xbone one 260 0.64 0.723 one game 260 2.27 0.083 xbox one games out 260 0.39 0.953 xbox 360 official site xbox.com 170 0 0.033 newest games for xbox one 170 1.14 0.943 video games xbox one 170 0.86 0.523 microsoft xbox.com 140 1.57 0.043 www.xboxone 140 1.82 0.993 all the games for xbox one 140 0.63 0.493 xbox one game system 140 0.97 13 buy xbox one games 140 0.84 0.953 what is the newest xbox called 140 1.03 0.173 buy xbox one online 110 1.3 0.993 all the xbox one games 110 0.63 0.543 all games on xbox one 110 0.49 0.193 new xbox system 110 0.07 0.823 xbox one games online 90 0.64 0.283 xbox one games available 90 0.56 0.93
Ordered list showing number of appearances
Proximity to core theme or entity6 or 7 of 10 pages/URLs (very high) Mis-spelled or synonym: “Xbos,” for
example3-5 of 10 (high to mid) Two-Three word phrases, not
synonyms, great for topics1 or 2 (low) Very few occurrences. Could be
random.
Beauty of finding phrases that do not appear more than a couple times is they are discarded: number of occurrences is not significant.
From the ten pages examined, we’ll have a total of about 150 phrases with a 3 or higher.
Comparing OccurrencesThis example is from 25 URLs used to find co-occurrences! You can use as few as five
Eric Van Buskirk: [email protected]
Fill Gaps
GamesReleaseVideoBestDeals
Topic is Covered!
SalePriceLiveReviewConsole
Results from topic analysis
Words from our target website. Where are the gaps?
Keyword Research
u Organic Competitorsu How much page authority and link equity for
competitors?u Search Volumeu How competitive are keywords?u CPC of phrases=value
Eric Van Buskirk: [email protected]
Applying Keyword Research Techniques To Find Competitors
Page URL Website topic related to my website?
Domain Authority
Page Authority
Equity Links
http://mywebsite.com Estimate 42 Estimate 33 Estimate 5
http://newsievideo.com/xbox-‐2005-‐review
most related 48 32 6
http://techgamerspot.net/the-‐new-‐xbox
Very related 55 44 14
http://gadgets4sale.com Good, but not great
55 33 3
http://www.extremetech.com/tag/xbox-‐one
TOO Competitive!
67 37 15
Comparing OccurrencesThis example is from 25 URLs used to find co-occurrences! The parent topics searched were “Xbox” and “Xbox News”
Eric Van Buskirk: [email protected]
Content Strategy BlueprintExample guide for covering gaps
Page Primary Keywords Comments How to use keywords
http://www.MyWebsite.com/blog/Xbox -‐‑one-‐‑controllers
Goal: improve, currently ranks #10 for xbox controller
#1 phrase to rankFree Gaming Console Free equipment not mentioned.
see
http://www.myXbox.net/free-‐‑consoles
OR #2 phrase to rankcustom xbox one console forums.xbox.com/thread/custom Update to post
Page Secondary Keywords How to use keywords
Destiny xbox one console new content block
Controller alternatives new content block
Xbox video news add to current textNew Xbox One Release alt-‐‑img
Hack The Google RobotFor free access to ClickStream SEO tools: TweetPhiladelphia.com and fill out contact form
finitoIN GOOGLE-SPEAK, WE NEED “GOOD CONTENT,” A VAGUE AND SUBJECTIVE YARDSTICK. WHAT IS “GOOD CONTENT?” IT’S WHAT THEY SAY, AND OFTEN AT ODDS WITH MARKETER’S COMMON SENSE.
