improve what you have: how to increase rankings on top evergreen content

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@ArtEnke PRESENTER: ART ENKE

Post on 17-Oct-2014

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Maybe you’ve been seeing moderate success in targeting certain keywords, but you feel like you’re stuck where you’re at in the search engines. Why not take a look at older, existing content that may be top quality but just isn’t receiving the social signals or awareness anymore? Join Art Enke as he outlines steps to be taken in order to truly take advantage of quality evergreen content, and move it up in SERPs for what you want to be found for. In this webinar, learn about: --Quantitative & page-specific competitor analysis --Smarter canonicalization --Strategic internal linking --“Critical Mass” – the point at which your site can do nothing wrong

TRANSCRIPT

Page 1: Improve What You Have: How to Increase Rankings on Top Evergreen Content

@ArtEnke

PRESENTER: ART ENKE

Page 2: Improve What You Have: How to Increase Rankings on Top Evergreen Content

SUCCESS STORY:

297% growth in organic traffic in 6 months

Page 3: Improve What You Have: How to Increase Rankings on Top Evergreen Content

WHAT IS EVERGREEN CONTENT?

Content that will always be relevant to your audience,

compared to topics that may change over time; content that

will always be considered up-to-date and of primary interest to your readers.

-How-to guides-Resource lists-FAQs-Definitions-Core information

Page 4: Improve What You Have: How to Increase Rankings on Top Evergreen Content

HOW TO BOOST RANKINGS ON TOP EVERGREEN CONTENT

1) PLAN & DEFINE ALL CANONICAL CONTENT2) IMPROVE THE PAGE3) INTERNAL & EXTERNAL LINKING4) CONSOLIDATE CONTENT

Page 5: Improve What You Have: How to Increase Rankings on Top Evergreen Content

1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENT

KEYWORD MAP

Top Pages (URLs) Primary

Keyword(s)

Secondary

Keyword(s)

Meta Title Meta

Description

http://www.bikes.com bikes bike accessories meta title meta desc.

http://www.bikes.com/mountain mountain bikes off road bikes meta title meta desc.

http://www.example.com/brand brand bikes new brand bikes meta title meta desc.

Page 6: Improve What You Have: How to Increase Rankings on Top Evergreen Content

1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENT

KEYWORD MAP

Page 7: Improve What You Have: How to Increase Rankings on Top Evergreen Content

Distinct NOT Distinct

Your website should look like this

WHICH IMAGE BEST REPRESENTS YOUR SITE CONTENT?

Page 8: Improve What You Have: How to Increase Rankings on Top Evergreen Content

1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENTTOOL: SCREAMING FROG

Page 9: Improve What You Have: How to Increase Rankings on Top Evergreen Content

1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENTTOOL: GOOGLE (SITE: COMMAND)

Page 10: Improve What You Have: How to Increase Rankings on Top Evergreen Content

2) IMPROVE THE PAGE: Page-specific competitor analysisTOOL: SEMRUSH

Page 11: Improve What You Have: How to Increase Rankings on Top Evergreen Content

2) IMPROVE THE PAGE: PAGE-SPECIFIC COMPETITOR ANALYSISTOOL: SEMRUSH

Page 12: Improve What You Have: How to Increase Rankings on Top Evergreen Content
Page 13: Improve What You Have: How to Increase Rankings on Top Evergreen Content

2) IMPROVE THE PAGE:

ADD MORE…

-VIDEO-IMAGES-COMPELLING LAYOUT-ENGAGING, USEFUL TEXT-TOOLS

Make as SHARE-WORTHY as possible!!

Page 14: Improve What You Have: How to Increase Rankings on Top Evergreen Content
Page 15: Improve What You Have: How to Increase Rankings on Top Evergreen Content

3) INTERNAL & EXTERNAL LINKING

Page 16: Improve What You Have: How to Increase Rankings on Top Evergreen Content

3) INTERNAL & EXTERNAL LINKING

Page 17: Improve What You Have: How to Increase Rankings on Top Evergreen Content

4) CONSOLIDATE CONTENT

Page 18: Improve What You Have: How to Increase Rankings on Top Evergreen Content

4) CONSOLIDATE CONTENT

- 301-redirect to equivalent pages- Canonicalize all site content- Avoid 404s or bulk redirects to the home page

Page 19: Improve What You Have: How to Increase Rankings on Top Evergreen Content

4) CONSOLIDATE CONTENT

- 301-redirect to equivalent pages- Canonicalize all site content- Avoid 404s or bulk redirects to the home page

Page 20: Improve What You Have: How to Increase Rankings on Top Evergreen Content

@artenke @verticalmeasure

Improve What You Have: Increase Rankings on Top Evergreen Content

“CRITICAL MASS”

Page 21: Improve What You Have: How to Increase Rankings on Top Evergreen Content

@artenke @verticalmeasure

Improve What You Have: Increase Rankings on Top Evergreen Content

“CRITICAL MASS”

Page 22: Improve What You Have: How to Increase Rankings on Top Evergreen Content

HOW TO BOOST RANKINGS ON TOP EVERGREEN CONTENT

1) PLAN & DEFINE ALL CANONICAL CONTENT2) IMPROVE THE PAGE3) INTERNAL & EXTERNAL LINKING4) CONSOLIDATE CONTENT

Aim for “Critical Mass”

Page 23: Improve What You Have: How to Increase Rankings on Top Evergreen Content

QUESTIONS?

Contact: 888-476-1881www.VerticalMeasures.com

Page 24: Improve What You Have: How to Increase Rankings on Top Evergreen Content

NEXT WEBINAR…

The Organizational Keys to PPC Campaign SuccessPresenter: Zach Etten, Senior Search Marketing Analyst,

Vertical Measures

Learn about:• 3 fatal organization mistakes

• Campaign organization best practices

• Why proper organization = Quality Score optimization

Check out our website at www.verticalmeasures.com/webinarsfor registration information.

10Oct

11am PST2pm EST