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Content, Freshness, and SEO for Large Sites-- A Case Study
- 1. Content, Freshness, and SEO For Large Sites
- 2. Katherine VanderDrift Director of SEO Servio
- 3. The Market Leader in E-commerce Content Services •Content Creation •Industrial-Strength SEO •Data Categorization
- 5. OVERVIEW Leading Business Content Site • Business Directory • Business Resources • Average Monthly Traffic: >2.5 Million • Revenue Model • Yearly Listing • Adsense
- 6. CASE STUDY ROUND 1 Project 1: Create Business Tips and Advice • Add Fresh Content • 55% of Content on Page to Be Fresh After Addition • Across 1,000 URLs in Three Months
- 7. PROBLEM? OLD CONTENT Up to 13 Years Old (Add “&as_qdr=y15” to end of query to see the date content was published)
- 8. PROBLEM? SCRAPED CONTENT Competitors Scraped Content Created Significant Canoncial Issues I’m The I’m The Original Original Content! Content!
- 9. PAGE ANATOMY
- 10. METHOD • 200 Urls Analyzed • Reviewed Ranking Data Before and After
- 11. METHOD • 200 URLs Analyzed • Reviewed Ranking Data Before and After
- 12. RESULTS 62% Did Not Change 12% Dropped Slightly 26% Increased Slightly
- 13. INITIAL CONCLUSIONS • Page Anatomy: Not Enough Change • Poor Ad-To-Content Ratio • Important Part of Page – Not Changed • Ratio of Fresh, Unique Content versus Old, Duplicate Content
- 14. ROUND 2 Create Business Guides & Tips • Percentage of Fresh, Unique Content Added: 100%
- 15. PAGE ANATOMY Before After
- 16. RESULTS Improvement In Search Ranking 60% 50% 40% 30% 20% 10% 0% No Measurable Change 10-30% Increase >30%
- 17. CONCLUSIONS • Content Ratios Are Key – Fresh Versus Old – Unique Versus Duplicate – Content Versus Ads
- 18. CAVEATS • Adding content is one of several techniques Business.com used to improve rankings, and the results achieved should take all changes into account. • While many pages on the site were old, this study did not separately track the age of the pages we added content to. Results may vary based on the age of pages on a given site.
- 19. Content, Freshness, and SEO For Large Sites CONTACT: sales@serv.io 415-512-1590 www.serv.io
Editor's Notes
- ----- Meeting Notes (1/18/12 17:33) -----Remove "introduction"
- ----- Meeting Notes (1/18/12 17:33) -----Remove "introduction"
- ----- Meeting Notes (1/18/12 17:33) -----Remove "introduction"
- ----- Meeting Notes (1/18/12 17:33) -----The Servio Create Space Advanced Editorial Workflow-- Title Slide. Don't need table of contents
- ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
- ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
- ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
- ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
- ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
- ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
- ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
- ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
- ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
- ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
- ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
- ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
- ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
- ----- Meeting Notes (1/18/12 17:33) -----First slide Scott delivers:Opportunity: To extend their leadership in web publishing with greater throughput and more accessible servicesAutomated everything that can be automated so far...Gated by labor intensive work types.Many of the key value adds to their clientele are traditionally labor intestive and don't scale well.
- ----- Meeting Notes (1/18/12 17:33) -----Remove "introduction"