Connect with us

SEO

How to breathe fresh life into evergreen content (and get fresh traffic, too)

Published

on


NEW YORK — Creating content can do wonders for your brand, but not if it goes unseen. A staggering 90% of the content in existence today has been created within the last two years, yet 91% of content gets no traffic from Google, said John Shehata, vice president of audience development strategy for Conde Nast, at SMX East in New York.

Investing in new content isn’t always the right choice for better content marketing. Sometimes, brands are better served by leveraging assets they already have or putting a fresh spin on an existing topic.

Old content, new traffic

“For the first 100 articles that we optimized, we saw a 210% increase in search traffic and our keyword coverage for that content increased by 900%,” said Shehata, explaining the results of his “Pinetree Initiative,” an experiment aimed at expanding existing content and merging underperforming content to increase organic visibility. “Once we refreshed the content, the traffic started increasing immediately. It went from like 100 visits to like 15,000–20,000 visits.”

(Don’t Miss SMX West in San Jose!)

“You’re reporting news or something trending, the traffic spikes out for like 24 to 48 hours, and it’s done, right?” Shehata said. “Versus evergreen content — that content can bring you traffic for a year plus.”

Content is considered evergreen if it remains relevant long after its publication. Tutorials, FAQ’s, in-depth guides, expert interviews and case studies are all examples of evergreen content.

In addition to providing more sustainable traffic to your site, evergreen content also insulates publishers from slow news cycles and can drive prospects to the top of the funnel, Shehata said.

However, news content can still be valuable and publishers should aim for a 60/40 split of both content types, in either direction, said Shehata. For example, if you’re a news publisher, 60% news and 40% evergreen content is more likely to resonate with your audience, as where an industry-based publication might publish 60% evergreen and 40% news content.

Refreshing evergreen content, step by step

Conde Nast’s search traffic and ranking keyword growth was made possible by a process that Shehata developed specifically for content refreshes. It begins with examining your own site, analyzing the search results pages for your target keywords, evaluating competing content, optimizing on-page content and publishing and promotion, as illustrated below.

1. Assess your existing content. Brands can begin their evergreen content refreshes by either selecting a topic and keywords or selecting a main page to refresh, said Shehata.

Whichever starting point you choose, the next thing you’ll need to do is identify all of your own competing pages that rank for the target keywords. Shehata does this by combining Google Sheets with various keyword research tool APIs to consolidate the URLs and relevant metrics into one place, giving him a better idea of the landscape of his content, which pages to avoid cannibalizing, which underperforming pages can be merged into more authoritative content and which relevant content can be included in your new evergreen article.

2. Research the results page. “Last year, we had this amazing page about celebrity homes, and it wasn’t getting any traffic at all,” Shehata said as an example of the importance of aligning with search intent.

“When we analyzed the SERPs for other types of content that are ranked for that topic, all of them were galleries. Google identified the intent for ‘celebrity homes’ as people watching galleries. So, we converted the page from an article format with a couple of images to a gallery with less content. And, guess what? Immediately ranked number two. So, the characteristics of the content are very important for the success of the SEO.”

Understanding the type of content search engines surface for specific queries can give publishers an idea of how to present their content so as to increase their chances of ranking well.

The difference in search intent between the queries “how to pack a suitcase” and “best carry on suitcase” manifests in the different types of results that surface.

In addition to the particular formats of content that make up the top organic results, you’ll also want to take note of any rich results that appear and ask yourself why they might be surfacing. For example, if a news carousel is present, is the topic news-driven, and if so, how will that affect your odds of ranking well?

Featured snippets, which often resolve a user’s query right on the search results page, may also provide you with information about the questions people are likely to ask on a given topic. Simple resources such as Google’s “People also ask” box can help you identify common questions to address, which yields opportunities to add more depth to your evergreen content, Shehata said.

3. Evaluate competing content. “If you are writing about how to boil an egg, and all the other sites that are ranking mention ‘eggshells,’ and ‘breakfast,’ and ‘easy,’ you may want to consider these topics to give you complete and in-depth coverage of your topic,” Shehata said.

Conducting a term frequency-inverse document frequency (TF-IDF) analysis is one method that may help you identify those “must-have” terms as well as the related entities that should be included in your refreshed evergreen content.

The next step in the process involves a more granular look at the pages that rank for your target keywords to determine what search engines consider to be a “right answer” for that type of query, Shehata said. As with the SERP analysis step, you’ll want to examine the way the content is presented, but also its length, publishing date and other commonalities for clues as to why the content might rank well.

4. Optimize on-page content. After collecting the above-mentioned information, it’s time to refresh the content by expanding the original article, merging it with other relevant, underperforming content and setting up redirects.

“When you refresh content, it should be at least 30% new,” Shehata said. A new title, introduction, publishing date and more new internal links should accompany your optimizations.

Once your evergreen content has been updated, look for internal linking opportunities amongst your existing articles. You’ll also want to loop in your social and email teams to make sure that the content that got refreshed is in their workflow. “It’s all the signals that tell Google this is new, refreshed content,” said Shehata.

During your content refresh process, pages with conversion goals, such as newsletter signups or affiliate links, attached to them may have been affected. This would be the time to clean up any loose ends by finding a way to implement them on your updated page.

5. Time to publish. For evergreen content pertaining to seasonal trends, aim to publish three months ahead of time to maximize your results, Shehata advised.

“In general, your refreshed, optimized content will last you at least a year, if not longer,” said Shehata. Should traffic start to substantially decline, it may be time to conduct another round of refreshes. Creating an editorial refresh calendar can also help keep you on track with future updates.

Quality content takes a considerable amount of resources to create. But, by finding creative ways to refresh or repurpose it, while striking a balance between evergreen and news content, you stand to maximize the efficacy of the content you do create and bolster traffic for your brand over the long haul.


About The Author

George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.



Continue Reading
Click to comment

You must be logged in to post a comment Login

Leave a Reply

SEO

Google Search Console unparsable structured data report data issue

Published

on


Google has informed us that you may see a spike in errors in the unparsable structured data report within Google Search Console. This is a bug in the reporting system and you do not need to worry. The issue happened between January 13, 2020 and January 16, 2020.

The bug. Google wrote on the data anomalies page “Some users may see a spike in unparsable structured data errors. This was due to an internal misconfiguration that will be fixed soon, and can be ignored.” This was dated January 13, 2020 through January 16, 2020.

To be fixed. Google said they will fix the issue with the internal misconfiguration. It is, however, unclear if the data will be fixed or if you will see a spike in those errors between those date ranges.

Unparsable structured data report. The unparsable structured data report is accessible within Google Search Console by clicking here. The report aggregates structured data syntax errors. It puts all the parsing issues, including structured data syntax errors, that specifically prevented Google from identifying the feature type.

Why we care. The main thing here is that if you see a spike in errors in that report between January 13th and 16th, do not worry. It is a bug with the report and not an issue with your web site. Go back to the report in a few days and make sure that you do not see errors occurring after the 17th of January to be sure you have no technical issues.


About The Author

Barry Schwartz a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry’s personal blog is named Cartoon Barry and he can be followed on Twitter here.



Continue Reading

SEO

Google rolls out organic ‘Popular Products’ listings in mobile search results

Published

on


Several years ago now, Google made the significant move to turn product search listings into an entirely paid product. Shopping campaigns, as they’re now called, have accounted for an increasing share of retail search budgets ever since. More recently, however, Google has been augmenting organic search results with product listings. It’s in a product search battle with Amazon, after all. On Thursday, the company announced the official rollout of “Popular Products” for apparel, shoe and similar searches in mobile results.

Organic product listings. Google has been experimenting with ways to surface product listings in organic search results, including Popular Products, which has been spotted for several months now. The section is powered by those organic feeds. Google says it identifies popular products from merchants to show them in a single spot, allowing users to filter by style, department and size type. The listings link to the retailers’ websites.

Popular Products is now live in Google mobile search results.

Why we care. This is part of a broader effort by Google to enhance product search experiences as it faces increasing competition from Amazon and other marketplaces as well as social platforms. Earlier this week, Google announced it has acquired Pointy, a hardware solution for capturing product and inventory data from small local merchants that can then be used in search results (and ads).

In the past few years, Google has also prompted retailers to adopt product schema markup on their sites by adding support for it in Search and Image search results. Then last spring, Google opened up Merchant Center to all retailers, regardless if they were running Shopping campaigns. Any retailer can submit their feed in real-time to Google to make their products eligible in search results.

Ad revenue was certainly at the heart of the shift to paid product listings, but prior to the move, product search on Google was often a terrible user experience with search listings often not matching what was on the landing page, from availability to pricing to even the very product. The move to a paid solution imposed quality standards that forced merchants to clean up their product data and provide it to Google in a structured manner in the form of product feeds through Google Merchant Center.


About The Author

Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.



Continue Reading

SEO

Google buys Pointy to bring SMB store inventory online

Published

on


Google is acquiring Irish startup Pointy, the companies announced Tuesday. Pointy has solved a problem that vexed startups for more than a decade: how to bring small, independent retailer inventory online.

The terms of the deal were not disclosed, but Pointy had raised less than $20 million so it probably wasn’t an expensive buy for Google. But it could have a significant impact for the future of product search.

Complements local inventory feeds. This acquisition will help Google offer more local inventory data in Google My Business (GMB) listings, knowledge panels and ads especially. It complements Google Shopping Campaigns’ local inventory ads, which are largely utilized by enterprise merchants and first launched in 2013.

Numerous companies over the last decade tried to solve the challenge of how to bring small business product inventory online. However, most failed because the majority of SMB retailers lack sophisticated inventory management systems that can generate product feeds and integrate with APIs.

Pointy POS hardware

Source: Pointy

How Pointy works. The company created a simple way to get local store inventory online and then showcase that inventory in organic search results or paid search ads. It utilizes a low-cost hardware device that attaches to a point-of-sale barcode scanner (see image above). It’s compatible with multiple other POS systems, including Square.

Once the device is installed, it captures every product sold by the merchant and then creates a digital record of products, which can be pushed out in paid or organic results. (The company also helps small retailers set up local inventory ads using the data.) Pointy also creates local inventory pages for each store and product, which are optimized and can rank for product searches.

Pointy doesn’t actually understand real-time inventory. Cleverly, however, it uses machine learning algorithms to estimate this by measuring product purchase frequency. The system assumes local retailers are going to stock frequently purchased items. That’s an oversimplification, but is essentially how it works.

Pointy said it a blog post that it “serve[s] local retailers in almost every city and every town in the U.S. and throughout Ireland.”

Why we care. The Pointy acquisition will likely help Google in at least three ways:

  • Provide more structured, local inventory data for consumers to find in Search.
  • Generate more advertising revenue over time from independent retailers.
  • Help Google more effectively compete with Amazon in product search.

Notwithstanding the fact that e-commerce outperformed traditional retail over the holidays, most people spend the bulk of their shopping budgets offline and prefer to shop locally. Indeed, Generation Z prefers to shop in stores, according to an A.T. Kearney survey.

One of the reasons that people shop at Amazon is because they can find products they’re looking for. They often don’t know where to find a particular product locally. But if more inventory data becomes available, the more people may opt to buy from local stores instead.


About The Author

Greg Sterling is a Contributing Editor at Search Engine Land. He writes about the connections between digital and offline commerce. He previously held leadership roles at LSA, The Kelsey Group and TechTV. Follow him Twitter or find him on LinkedIn.



Continue Reading

Trending

Copyright © 2019 Plolu.