1.
@mordyoberstein
Room for the
Average Site?
The SERP, Super-Authorities, & Your Site

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.
@mordyoberstein
3-Step Program
1. Data Dive
2. Exploring the Why
3. Practical Steps

4.
I Was Just
Walking Along,
Minding My
Own Business….
@mordyoberstein

5.
@mordyoberstein
When I saw this…

6.
To What Extent?

7.
What Did I Do?
@mordyoberstein

8.
Let’s Go for a Stroll on the SERP

9.
Count with Me…
@mordyoberstein
Super-Authorities = 3

10.
Count with Me…
@mordyoberstein
Super-Authorities = 3
.Gov or .Edu = 5

11.
Count with Me…
@mordyoberstein
Super-Authorities = 3
.Gov or .Edu = 5
National Org = 1

12.
Count with Me…
@mordyoberstein
Super-Authorities = 3
.Gov or .Edu = 5
National Org = 1
Your Average Site = 0

13.
How Likely Is This?

14.
And If We Go
Specific?
@mordyoberstein

15.
Did that too…
@mordyoberstein
Super-Authorities = 3

16.
Did that too…
@mordyoberstein
Super-Authorities = 3
.Gov or .Edu = 1

17.
Super-Authorities = 3
.Gov or .Edu = 1
National Org = 1
Did that too…
@mordyoberstein

18.
Did that too…
@mordyoberstein
Super-Authorities = 3
.Gov or .Edu = 1
National Org = 1
Your Average Site = 5

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.
Where Did He Get Those From?
Keyword Research Tools
(like SEMrush) -
Personal experience
Health Forums
Top-Level Keywords Highly-Detailed Keywords
@mordyoberstein

21.
Limitations
One vertical only
500 Keywords is not 5K keywords
A lot of judgement calls

22.
@mordyoberstein
It’s Data Time!

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.
Um, What Am
I Looking At?
@mordyoberstein

25.
@mordyoberstein
70%
Sites You Cannot
Compete With.

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.
Which Again Means?!

28.
@mordyoberstein
30% Topic-Specific Sites
20% General Health Sites
50% of the SERP for you!
+
=

29.
@mordyoberstein
So, You’re Saying…?

30.
The Land of
Opportunity Is…

31.
@mordyoberstein
Yes, but not so fast…

32.
As with
ANYTHING
in SEO it…
@mordyoberstein

33.
Lack of Sub-topical
Uniformity

34.
Down The
Rabbit Hole
Once Again!
@mordyoberstein

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.
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.
@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.
Tell me why….
@mordyoberstein

39.
Thy Cup
Overfloweth.
@mordyoberstein

40.
@mordyoberstein
Deep Content
Diversity
=
Deeply Diverse
Search Results

41.
Encyclopedias Don’t Work for
Non-Encyclopedic Content

42.
It’s Too
Much!
@mordyoberstein

43.
@mordyoberstein
Highly-Detailed Content
Gives you the Advantage

44.
It’s About
Ecosystems
@mordyoberstein

45.
@mordyoberstein
All Roads Point
to Specificity
Core Updates:
Strong trend preferring
authority
The SERP Layout:
Demand for increased
specificity

46.
SERP Layout… Yeah… SERP Layout
@mordyoberstein

47.
Right of ‘Passages’
@mordyoberstein

48.
Back Down
to Earth?
@mordyoberstein

49.
@mordyoberstein
What’s Happening Here?

50.
@mordyoberstein
Relevancy
vs. Authority

51.
@mordyoberstein
Google SAID SO
Themselves...
(It’s how they fight misinformation)

52.
Google Themselves Says So…
@mordyoberstein

53.
@mordyoberstein
Authority
vs. A Bit Less
Authority
+ Relevancy

54.
@mordyoberstein
… Google
Sweats the
Details

55.
Relevancy the Conqueror

56.
@mordyoberstein
Just Tell Me
What I Want To
Know Kid!

57.
@mordyoberstein
Thematic
Competitor Analysis

58.
@mordyoberstein
It’s Not Who…

59.
@mordyoberstein
… It’s
What Type!

60.
Best Mortgage
@mordyoberstein

61.
@mordyoberstein
Predisposed Topics/Terms

62.
@mordyoberstein
It’s Also Not
Being TONE
Deaf...

63.
@mordyoberstein
Less Formal Language/Keywords

64.
@mordyoberstein
Understanding Your
‘Content Paradigm’

65.
It’s
Orientation
@mordyoberstein

66.
Is There
Excessive
Content
Diversity?
@mordyoberstein

67.
@mordyoberstein
Your Paradigm
Might Be
Unique

68.
Knowing It Might Change
Your SEO Course.

69.
@mordyoberstein
Nothing Is Static.

70.
That’s A Wrap