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Mordy Oberstein — Room for the Average Site? The SERP, Super-Authorities, & Your Site

These slides were presented at the Semrush webinar "Is the SERP Stacked Against You? Where Average Sites Can Beat Super-Authorities". Video replay and transcript are available at https://www.semrush.com/webinars/is-the-serp-stacked-against-you-where-average-sites-can-beat-super-authorities/

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Mordy Oberstein — Room for the Average Site? The SERP, Super-Authorities, & Your Site

  1. 1. @mordyoberstein Room for the Average Site? The SERP, Super-Authorities, & Your Site
  2. 2. Who is this guy? @mordyoberstein Hi, I’m Mordy Oberstein and I’m the Liaison to the SEO Community at Wix. Find me on Twitter: @MordyOberstein
  3. 3. @mordyoberstein 3-Step Program 1. Data Dive 2. Exploring the Why 3. Practical Steps
  4. 4. I Was Just Walking Along, Minding My Own Business…. @mordyoberstein
  5. 5. @mordyoberstein When I saw this…
  6. 6. To What Extent?
  7. 7. What Did I Do? @mordyoberstein
  8. 8. Let’s Go for a Stroll on the SERP
  9. 9. Count with Me… @mordyoberstein Super-Authorities = 3
  10. 10. Count with Me… @mordyoberstein Super-Authorities = 3 .Gov or .Edu = 5
  11. 11. Count with Me… @mordyoberstein Super-Authorities = 3 .Gov or .Edu = 5 National Org = 1
  12. 12. Count with Me… @mordyoberstein Super-Authorities = 3 .Gov or .Edu = 5 National Org = 1 Your Average Site = 0
  13. 13. How Likely Is This?
  14. 14. And If We Go Specific? @mordyoberstein
  15. 15. Did that too… @mordyoberstein Super-Authorities = 3
  16. 16. Did that too… @mordyoberstein Super-Authorities = 3 .Gov or .Edu = 1
  17. 17. Super-Authorities = 3 .Gov or .Edu = 1 National Org = 1 Did that too… @mordyoberstein
  18. 18. Did that too… @mordyoberstein Super-Authorities = 3 .Gov or .Edu = 1 National Org = 1 Your Average Site = 5
  19. 19. What’s ‘Top-Level’ vs. Highly-Detailed? Top-Level Highly-Detailed alzheimer's medication is there a way to track acne outbreaks so I can treat them better colon cancer screening kidney stone surgery recovery time laser vs tracheostomy flying and blood clots I see floaters after my cataract surgery but only when outside is my rib broken are nurses are greater risk for getting staph infections how common is a torn acl my 2 year old doesn't always respond when we call his name is he autistic @mordyoberstein
  20. 20. Where Did He Get Those From? Keyword Research Tools (like SEMrush) - Personal experience Health Forums Top-Level Keywords Highly-Detailed Keywords @mordyoberstein
  21. 21. Limitations One vertical only 500 Keywords is not 5K keywords A lot of judgement calls
  22. 22. @mordyoberstein It’s Data Time!
  23. 23. Super Authorities .Edu & .Gov National Medical Organizations & Journals News Publications & Magazines Topic Specific Site General Health Site 1 2 3 0 @mordyoberstein Average Number of Sites by Type Short-Tail Health Queries
  24. 24. Um, What Am I Looking At? @mordyoberstein
  25. 25. @mordyoberstein 70% Sites You Cannot Compete With.
  26. 26. As Compared to @mordyoberstein Super Authorities .Edu & .Gov National Medical Organizations & Journals News Publications & Magazines Topic Specific Site General Health Site 1 2 3 0 Average Number of Sites by Type Long-Tail Health Queries
  27. 27. Which Again Means?!
  28. 28. @mordyoberstein 30% Topic-Specific Sites 20% General Health Sites 50% of the SERP for you! + =
  29. 29. @mordyoberstein So, You’re Saying…?
  30. 30. The Land of Opportunity Is…
  31. 31. @mordyoberstein Yes, but not so fast…
  32. 32. As with ANYTHING in SEO it… @mordyoberstein
  33. 33. Lack of Sub-topical Uniformity
  34. 34. Down The Rabbit Hole Once Again! @mordyoberstein
  35. 35. This time… 100 ‘Top-Level’ Keywords All Related to Autism. Examples is autism aspergers autism spectrum disorder borderline autism when do autistic babies walk autism facts @mordyoberstein
  36. 36. Super Authorities .Edu & .Gov National Medical Organizations & Journals News Publications & Magazines Topic Specific Site General Health Sire 1 2 3 0 General Health Queries Autism Health Queries @mordyoberstein Average Number of Sites by Type General vs. Autism Queries (Short-Tail)
  37. 37. @mordyoberstein The SERP for Autism Keywords Is MORE Advantageous for the Average Site. Overall ‘Top-Level’ Keyword Set ‘Top-Level’ Autism Keywords 70% of the SERP not competitive 55% of the SERP not competitive
  38. 38. Tell me why…. @mordyoberstein
  39. 39. Thy Cup Overfloweth. @mordyoberstein
  40. 40. @mordyoberstein Deep Content Diversity = Deeply Diverse Search Results
  41. 41. Encyclopedias Don’t Work for Non-Encyclopedic Content
  42. 42. It’s Too Much! @mordyoberstein
  43. 43. @mordyoberstein Highly-Detailed Content Gives you the Advantage
  44. 44. It’s About Ecosystems @mordyoberstein
  45. 45. @mordyoberstein All Roads Point to Specificity Core Updates: Strong trend preferring authority The SERP Layout: Demand for increased specificity
  46. 46. SERP Layout… Yeah… SERP Layout @mordyoberstein
  47. 47. Right of ‘Passages’ @mordyoberstein
  48. 48. Back Down to Earth? @mordyoberstein
  49. 49. @mordyoberstein What’s Happening Here?
  50. 50. @mordyoberstein Relevancy vs. Authority
  51. 51. @mordyoberstein Google SAID SO Themselves... (It’s how they fight misinformation)
  52. 52. Google Themselves Says So… @mordyoberstein
  53. 53. @mordyoberstein Authority vs. A Bit Less Authority + Relevancy
  54. 54. @mordyoberstein … Google Sweats the Details
  55. 55. Relevancy the Conqueror
  56. 56. @mordyoberstein Just Tell Me What I Want To Know Kid!
  57. 57. @mordyoberstein Thematic Competitor Analysis
  58. 58. @mordyoberstein It’s Not Who…
  59. 59. @mordyoberstein … It’s What Type!
  60. 60. Best Mortgage @mordyoberstein
  61. 61. @mordyoberstein Predisposed Topics/Terms
  62. 62. @mordyoberstein It’s Also Not Being TONE Deaf...
  63. 63. @mordyoberstein Less Formal Language/Keywords
  64. 64. @mordyoberstein Understanding Your ‘Content Paradigm’
  65. 65. It’s Orientation @mordyoberstein
  66. 66. Is There Excessive Content Diversity? @mordyoberstein
  67. 67. @mordyoberstein Your Paradigm Might Be Unique
  68. 68. Knowing It Might Change Your SEO Course.
  69. 69. @mordyoberstein Nothing Is Static.
  70. 70. That’s A Wrap

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