improve what you have: how to increase rankings on top evergreen content
Post on 17-Oct-2014
778 views
DESCRIPTION
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 wrongTRANSCRIPT
@ArtEnke
PRESENTER: ART ENKE
SUCCESS STORY:
297% growth in organic traffic in 6 months
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
HOW TO BOOST RANKINGS ON TOP EVERGREEN CONTENT
1) PLAN & DEFINE ALL CANONICAL CONTENT2) IMPROVE THE PAGE3) INTERNAL & EXTERNAL LINKING4) CONSOLIDATE 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.
1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENT
KEYWORD MAP
Distinct NOT Distinct
Your website should look like this
WHICH IMAGE BEST REPRESENTS YOUR SITE CONTENT?
1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENTTOOL: SCREAMING FROG
1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENTTOOL: GOOGLE (SITE: COMMAND)
2) IMPROVE THE PAGE: Page-specific competitor analysisTOOL: SEMRUSH
2) IMPROVE THE PAGE: PAGE-SPECIFIC COMPETITOR ANALYSISTOOL: SEMRUSH
2) IMPROVE THE PAGE:
ADD MORE…
-VIDEO-IMAGES-COMPELLING LAYOUT-ENGAGING, USEFUL TEXT-TOOLS
Make as SHARE-WORTHY as possible!!
3) INTERNAL & EXTERNAL LINKING
3) INTERNAL & EXTERNAL LINKING
4) CONSOLIDATE CONTENT
4) CONSOLIDATE CONTENT
- 301-redirect to equivalent pages- Canonicalize all site content- Avoid 404s or bulk redirects to the home page
4) CONSOLIDATE CONTENT
- 301-redirect to equivalent pages- Canonicalize all site content- Avoid 404s or bulk redirects to the home page
@artenke @verticalmeasure
Improve What You Have: Increase Rankings on Top Evergreen Content
“CRITICAL MASS”
@artenke @verticalmeasure
Improve What You Have: Increase Rankings on Top Evergreen Content
“CRITICAL MASS”
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”
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