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Why & How to Repurpose Your Existing Digital Content by @brentcsutoras https://ift.tt/2OKEqh8 For brands and businesses, there’s no doubt that content marketing is one of the best ways to attract and engage customers. Having a solid content strategy in place can do wonders for your bottom line. Yet, some brands fall into the trap of churning out tons of fresh content at the expense of quality. Producing new pieces is not the only option for smart content marketers. You probably have stale – but awesome – content in your archives collecting digital dust. Don’t let them go to waste. On September 19, I moderated a Best of SEJ Summit webinar presented by Rhea Drysdale, CEO at Outspoken Media. Drysdale shared how you can refresh existing digital content and salvage past investment for a long-term payoff that benefits multiple marketing channels. Here’s a recap of the webinar presentation. Understanding Lost & Missed Content OpportunitiesLost content are those pieces of content that used to perform well, but no longer do. A missed content opportunity means that your content has the potential to perform better than how it is faring today. For agencies, addressing these two needs require delivering two solutions to clients:
Both deliverables:
What Is a Content Audit?A content audit is the process of gathering and analyzing all your website content, including key content metrics. The goal of a content audit is to make sure all the information on your site is accurate and up to date for your audience, but to also send positive signals to the search engines. Learn more in Ashley Ward’s SEJ post, How to Do a Content Audit: The Ultimate Checklist. What Is a Competitive Gap Analysis?A gap analysis is a comparison of your current performance versus desired, or optimal, performance, according to Drysdale. A competitive gap analysis compares your performance to a defined competitor set and metrics. Learn more in Katy Katz’s SEJ post, Here’s Why You Can’t Succeed Without a Content Gap Analysis. The Issue of Forgotten ContentForgotten content collects digital dust, which results in:
Off-message content can be a major problem, not just for users, but also your SEO performance because some pages are held to a higher standard such as Your Money or Your Life (YMYL) pages. YMYL pages are pages that could potentially impact the future happiness, health, financial means, and safety of users. This terminology appears in Google’s Quality Rater Guidelines, which identifies the most important factors in page quality rating:
For Google, high quality pages are those that have:
While low quality pages are those that:
If a page has one or more of the above characteristics, the ‘Low’ rating applies. If a page has multiple ‘Low’ quality attributes, a rating lower than ‘Low’ may be appropriate. There’s a lot more going on behind the scenes with Google in addition to all of these quality guidelines. In a 2017 patent, Google has figured out how to generate a phrase model a group of sites. That model is used to establish a baseline site quality score, which is then used to score those and future sites. Google doesn’t have to tell us marketers that our content needs work. We know what we’re doing. Bad content happens even to good marketers – sometimes unintentionally. There are legitimate reasons for “poor” quality content to exist on your site, such as:
How to Handle Poor, Underperforming ContentIf other teams don’t touch a piece of content or use it for 6+ months, you can seize it, turn it around, and make SEO results happen (which can change how organizations perceive content). For instance, if you have several pieces of content on the same topic which are all unused, you can take all those and combine them into an “Ultimate Guide”. Think strategically about how the content is placed and make sure that it matches the user intent. The page should also be skimmable, engaging, and well-designed. Content can feel surprisingly heavy and emotional because there are lots of reasons not to update your content. But if you want to start this process and you have multiple stakeholders, you have to communicate with them and be clear with what you’re planning to do. Doing a content audit or competitive gap analysis can help you gather all the important details about your content. Then, later on, you can make a data-driven decision about which lost or missed content opportunities you should address on your site and what to exactly do about them. Performing a Content AuditIn a nutshell, performing a content audit involves the following steps.
The following tools can be used for a content audit: Free Professional Crawlers
Data Extraction Tools & APIs Visualization & Dashboard Tools
When content is too big: As for merging data, filtering and tagging, what to look for depends on your goals. What is/are your business objective(s)?
Once you’ve completed the process (which can take a few days to weeks), you then have to decide what happens to your content.
Performing a Competitive Gap AnalysisDoing a competitive gap analysis is also like doing a content audit, but now you’re also tracking a kind of column within your spreadsheet that is “Client versus Competitor.” There are various competitive analysis tools available for marketers right now, including:
Takeaways
[Video Recap] How to Identify Lost & Missed Content OpportunitiesWatch the video recap of the webinar presentation below. VIDEO Or review the SlideShare of the presentation. Join Us for Our Next Webinar!Join our next ThinkTank webinar on Wednesday, October 3 at 2:00 PM Eastern and learn the top mistakes that in-house SEO professionals make when building links and how to avoid them. North Star Inbound’s founder Nicole DeLeon will offer advice on how to fix what’s broken in most practitioners’ link building approach so you can start earning the links you deserve. Subscribe to SEJGet our weekly newsletter from SEJ's Founder Loren Baker about the latest news in the industry! SEO via Search Engine Journal https://ift.tt/1QNKwvh September 25, 2018 at 07:48AM
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Google: Try Not To Use Multiple Languages In Title Tags https://ift.tt/2OMs1JK Google's John Mueller answered a question on Reddit about a site using dual languages, multiple languages in a single title tag for a single page. John said it is preferable to use one language and be clear and consistent with that title tag for that single page. SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 September 25, 2018 at 06:45AM
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What is Google’s Neural Matching Algorithm? by @martinibuster https://ift.tt/2MYX6rX Google recently announced they are using a “neural matching” algorithm to better understand concepts. Google’s Danny Sullivan said is being used for 30% of search queries. Google has recently published a research paper that successfully matches search queries to web pages using only the search query and the web pages. While this algorithm may not be in use, or maybe used as part of a group of algorithms, it does serve as an example of how a “neural matching” algorithm could work. Does Google Use Published Algorithms?Google does not always use the algorithms that are published in patents and research papers. However, an indeterminate number of published algorithms are indeed used in Google’s search algorithms. It must also be stated that Google does not generally confirm whether a specific algorithm is in use. Google Discusses New AI AlgorithmGoogle has in the past discussed algorithms in general terms, such as the Panda algorithm and the Penguin Algorithm. And this seems to be the case today, as Danny Sullivan drops clues as to this new “neural matching” algorithm. This new algorithm was discussed by Danny Sullivan (in a tweet) as being a:
“How people search is often different from information that people write solutions about.” AI, Deep Learning and Ranking PagesGoogle’s AI Blog recently published a link to a new research paper called, Deep Relevance Ranking using Enhanced Document-Query Interactions. Although this algorithm research is relatively new, it improves on a revolutionary deep neural network method for accomplishing a task known as Document Relevance Ranking. This method is also known as Ad-hoc Retrieval. While it can’t be said definitively that this is a part of what Google’s calling Neural Matching, it makes for interesting research on something that is similar to that. This is how the new research paper describes ad-hoc retrieval:
The research paper is clear, that this form of ranking uses only the search query and the web page only. It goes on to say:
In the above statement, it states that Document Relevance Ranking differs from other search technologies (information retrieval systems) that rely on “network structure” and then it cites Larry Page, which is a reference to PageRank and links. It also cites Kleinberg, which is a reference to Jon Kleinbergs research on using links to rank web pages. It is clear that Document Relevance Ranking is a relatively new method for ranking web pages and that it doesn’t rely on link signals. Does Google’s Document Relevance Ranking Not Use Links?The new alorithm that was published in Google’s AI blog doesn’t directly use traditional ranking factors. However, traditional ranking factors are used first. Then the Ad-hoc retrieval part of the algorithm is used. The research paper states that it is re-ranking web pages that have already been ranked. This means that whatever ranking signal hoops a web page must jump through in order to get ranked still exist. However, the traditional ranking signals do not determine what pages will rank in the top ten. So it could be said that traditional ranking signals serve a sort of vetting function. The ranking signal removes the spam and collects the most relevant documents. What this new algorithm does is re-ranks those web pages according to a whole different set of criteria for matching what Danny Sullivan called, “Super synonyms.” And this use of ranking signals first is what makes this algorithm different than the one published in 2016, referred to as a Deep Relevance Matching Model (DRMM). Here is what the new reseach said, in comparing DRMM with this new algorithm:
What Does the Algorithm Actually Do?The purpose of the algorithm is to match a search query to a web page, using only the search query and the web page itself. Web pages ranked by this kind of algorithm will not have been promoted to the top positions by virtue of links or keywords, since this kind of algorithm is about “relevance matching.”
Content is More ImportantDoes this mean publishers should use more synonyms? Adding synonyms has always seemed to me to be a variation of keyword spamming. I have always considered it a naive suggestion. The purpose of Google understanding synonyms is simply to understand the context and meaning of a page. Communicating clearly and consistently is, in my opinion, more important than spamming a page with keywords and synonyms. What Google has officially stated is that it is able to understand concepts. So in a way, that goes beyond mere keywords and synonyms. It’s a more natural understanding of how a web page solves the problem implied in a search query. According to Google’s official announcement:
Is This Neural Matching?It’s possible that neural matching has elements of this algorithm mixed with elements of other algorithms. Whether Google is using this exact algorithm is less important than understanding that ranking documents using only the search query and the web page content is possible. Understanding this will help publishers avoid spinning their wheels with unhelpful strategies like adding synonyms. This new kind of AI ranking shows how it’s possible to generate search results that are not directly ranked by traditional ranking factors like links or keywords. And this demands closer attention to things like user intent and understanding how a page of content helps a user. Read the research paper here: Deep Relevance Ranking Using Enhanced Document-Query Interactions Images by Shutterstock, Modified by Author Subscribe to SEJGet our weekly newsletter from SEJ's Founder Loren Baker about the latest news in the industry! SEO via Search Engine Journal https://ift.tt/1QNKwvh September 25, 2018 at 06:36AM
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Seems Not Much Has Changes At Google's Internal Search Quality Meetings https://ift.tt/2QU2VKd About six years ago, Google published a behind the scenes video of what goes on in an internal search quality meeting. Now, CNBC published an article after being invited to sit in on one of these meetings this past month. It seems to me, outside of some big names, the meeting structure and format has not changed much in the past six years. SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 September 25, 2018 at 06:30AM
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Google Tests Like & Dislike Buttons On Hotel Search Result Photos https://ift.tt/2xRnyhI Google is testing showing like and dislike thumbs up and down buttons in the hotel search results specifically on photos. You can like or dislike a photo within a specific hotel search result. SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 September 25, 2018 at 06:15AM
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Over 150 Stories At How Matt Cutts Has Helped You - Thank You https://ift.tt/2xOfiyI I wanted to personally thank everyone who helped contribute to the How Has Matt Cutts Helped You site over the past several months. It has curated over 150 stories from all sorts of backgrounds, all around the world - about how Matt Cutts made a difference in their lives. SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 September 24, 2018 at 06:31AM
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Google: A Change In Structured Data Formats Won't Result In Drop In Indexed Pages https://ift.tt/2QUPvxK Google's John Mueller said in a video hangout on Friday that changing your structured data format from microdata to JSON-LD would not lead to many of your pages being removed from the Google index. He said this in response to a complaint about this. SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 September 24, 2018 at 06:15AM
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Programming Note: Offline For Sukkot https://ift.tt/2Q0fwKy This is just a quick note that I am currently offline for the Jewish holiday of Sukkot. All stories, social media posts, etc were all pre-written and scheduled to be posted. I'll be back with live coverage Wednesday. SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 September 24, 2018 at 05:50AM |
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