PowerPoint Presentation

Content Success FactorsData-Driven Performance Insights For 2016

@KaneJamison#SearchFest

Slides!2@KaneJamison#SearchFest

hmny.co/lotsofcontentdata

So lets get the definition of success out of the way.3@KaneJamison#SearchFest

Your Goal:4@KaneJamison#SearchFestBrand AwarenessEngagementConversionRetentionYour Success Metrics:Traffic, Links, Shares, RankingsSubscribers, Content DownloadsLeads, SalesRepeat + Recurring Revenue, Referrals, Reviews

5@KaneJamison#SearchFest

Your Goal:Brand AwarenessEngagementConversionRetentionYour Success Metrics:Traffic, Links, Shares, RankingsSubscribers, Content DownloadsLeads, SalesRepeat + Recurring Revenue, Referrals, Reviews

What Ranks?6@KaneJamison#SearchFestWhat Earns Links & Shares?12

7@KaneJamison#SearchFest

Remember all of those great studies you forgot to read?

8@KaneJamison#SearchFestI read all of them for you

Content

9@KaneJamison#SearchFestSOURCES:Moz Ranking Factors: hmny.co/mozfactorsSearchmetrics Ranking Factors:hmny.co/searchmetricsfactorsBacklinko 1 Million Study: hmny.co/backlinkofactorsBuzzsumo/Moz Shares & Links:hmny.co/buzzmozStat Featured Snippets: hmny.co/statblog

What Ranks?

@KaneJamison#SearchFest1

11@KaneJamison#SearchFestWord Count?

12@KaneJamison#SearchFestWORD COUNT

Backlinko:Average page one result is 1890 Words.

13@KaneJamison#SearchFestSearchmetrics:Average page one result is 1285 Words.

Heavy spike towards bottom of page 1.

WORD COUNT

14@KaneJamison#SearchFestSTAT:Average page one result is 906 words.WORD COUNT

15@KaneJamison#SearchFestSTAT Data: Modest upward trend on featured snippet SERPs.WORD COUNT

16@KaneJamison#SearchFestMoz Correlation: 5.6%

Searchmetrics Correlation: 7%

WORD COUNT

17@KaneJamison#SearchFestWORD COUNTVerdict: Kind of important.

18@KaneJamison#SearchFestWORD COUNTVerdict: Kind of important.

Make sure youre above average for the primary SERP youre targeting. 800-1200 words seems safe.

19@KaneJamison#SearchFestSchema.org?

20@KaneJamison#SearchFest

Backlinko:Upward trend for positions 3-10.

Sharp decline on 1-2.SCHEMA.ORG

My gut says this is due to result types 1 and 2 since the rest of the SERP isnt flat. Featured snippets, brand results, etc.20

21@KaneJamison#SearchFestSTAT Data:Lower Schema.org usage in #1-4 on featured snippet SERPs.SCHEMA.ORG

22@KaneJamison#SearchFestMoz Survey: 5% Correlation ExpectedMoz Data: 1% Actual CorrelationSCHEMA.ORG

23@KaneJamison#SearchFestSCHEMA.ORGVerdict: Dont do it for the rankings.

24@KaneJamison#SearchFestSCHEMA.ORGVerdict: Dont do it for the rankings.

Schema.org and other types of markup are important for rich snippets, however, so you shouldnt totally ignore it.

25@KaneJamison#SearchFestKeyword Usage?

26@KaneJamison#SearchFest

KEYWORD USAGEBacklinko:Solid higher average topic authorityfor positions 1-3.

27@KaneJamison#SearchFestKEYWORD USAGE

Searchmetrics:General upward trend except #1 & 2.

28@KaneJamison#SearchFestKEYWORD USAGESTAT DATA:Pretty clear trend.

29@KaneJamison#SearchFestKEYWORD USAGEMoz: Raw # of Keyword Matches In Body Text

30@KaneJamison#SearchFestTITLE TAGS

Backlinko:Solid trend and quite a jump at #1.

31@KaneJamison#SearchFestTITLE TAGS

STAT DATA:Mild trend peakingat first organic slot (#2 since #1 is a snippet).

32@KaneJamison#SearchFestKEYWORD USAGEVerdict: Would you believe me if I said keywords are still important?

33@KaneJamison#SearchFestKEYWORD USAGEVerdict: Would you believe me if I said keywords are still important?

Dont get so caught up with link strategies and launch campaigns that you forget to block and tackle.

34@KaneJamison#SearchFestReadability?

35@KaneJamison#SearchFestREADABILITY

Searchmetrics:Very slightly easier-to-read content leading the pack.

36@KaneJamison#SearchFestREADABILITYSTAT DATA:Trend looks mild but 2 points higher between #1-10.

37@KaneJamison#SearchFestREADABILITYVerdict: Mildly Important

38@KaneJamison#SearchFestREADABILITYVerdict: Mildly Important

Readability is probably more important for shareability than for rankings alone.

39@KaneJamison#SearchFestImages & Video?

40@KaneJamison#SearchFestIMAGES

Backlinko:Almost no trend here.

41@KaneJamison#SearchFestIMAGES

Backlinko:Almost no trend here.

42@KaneJamison#SearchFestIMAGES

STAT DATA:Actually a downward trend, with featured snippets tending to have fewer images.

43@KaneJamison#SearchFestVIDEO

Searchmetrics:Pretty big page one jump here 50% higher on average than page 2 results.

44@KaneJamison#SearchFestVIDEO

STAT Data:Zero trend here within page 1 results.

45@KaneJamison#SearchFestIMAGES & VIDEOVerdict: Not a make-or-break factor.

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46@KaneJamison#SearchFestIMAGES & VIDEOVerdict: Not a make-or-break factor.

Use images & video to improve overall user experienceand content quality, not for rankings.

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47@KaneJamison#SearchFestLists? Tables? Links?

48@KaneJamison#SearchFestUNORDERED LISTS

Searchmetrics:Upward trend towards #2.

49@KaneJamison#SearchFestUNORDERED LISTS

STAT Data:Pretty flat.

Modest bump for first two organic results.

50@KaneJamison#SearchFestORDERED LISTS

STAT Data:Quite a bit more of a trend here, especially for the featured snippet position.

51@KaneJamison#SearchFestTABLES

STAT Data:Similar trend to ordered lists, with featured snippet URLs being much more likely to have a .

52@KaneJamison#SearchFestOUTBOUND LINKSSTAT Data:Another noticeable trend for #2-3 positions.

53@KaneJamison#SearchFestLISTS, TABLES, OUTBOUND LINKSVerdict:

1. & usage trends almost as strongly as keyword usage on the page.

   54@KaneJamison#SearchFestLISTS, TABLES, OUTBOUND LINKSVerdict:

   1. & usage trends almost as strongly as keyword usage on the page.

      Im not going to say these are ranking factors, but I think theyre all indicative of well-formatted content. Use them!

      @KaneJamison#SearchFestWhat Earns Links & Shares?2

      56@KaneJamison#SearchFest

      Buzzsumo & Moz: The vast majority of content gets