Optimizing For Search Engine URLs, Not Keywords
Keywords are becoming less relevant when tracking search engine query
rankings. One marketing company believes URLs will become the way
industry verify the influence of a content topic
on a Web site page. So it reversed engineered the process. Here's the
new twist on an old methodology.
Keywords have lost their
usefulness during the past two years, said Jordan Koene, VP of
professional services at Searchmetrics. "The binary piece of data no
longer tells you how Google or users want to consume and understand that
piece of content," he said. "It was always a bit of a
falsehood, but it was where the industry started."
Understanding
the influence of content posted to a page on a Web site requires
marketers must think of the piece of content as the nucleus
for all attached data signals such as social and linking, and how each
compares with competitors, Koene said. Making it work, Searchmetrics
began analyzing data from cost per click analysis and to
better understand how organic search results rank.
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Koene
explained how keywords related to the cloud storage company Box might
rank and the cost for each phrase. The keyword phrase, "Free
online storage," based on its search engine query ranking position, has a
potential index of 468 traffic index clicks that would cost Box about
$3,196 if they bought paid search or another media. The
average cost for that term would be $6.83, according to the analysis.
Koene
admits the formula doesn't work as well for massive Web sites like
eBay, but it's a good way for midmarket
businesses to analyze their existing or potential invests in search
engine optimization to offset losses in paid search marketing.
So,
Searchmetrics built a dashboard allowing marketers to see
how words rank and the influence content has on URLs. It details the SEO
value of the ranking if the marketing had to pay for it in search
traffic.
The tool, Content Performance, lets
marketers see how the content on any landing page indexed in Google
searches performs in search and social media. It also compares the words
with similar pages from direct
competitors.
Once Content Performance identifies the content
with the biggest potential to generate return on investment, marketers
can identify related search terms, discover
topics and move directly to the Content Optimization tool within the
Searchmetrics Suite, which gives them insights and recommendations on
ways to improve that content to perform better
in searches.
The tool matches up the insights against more than
600 million keywords stored in a database. The company's Research Cloud
incorporates more than 250 billion updated global data
objects, covering areas such as content, organic search, social, pay per
click, links, mobile and local data. It includes historical data for
seven years and crawls the Web regularly in more than
134 countries to update information.
Source : mediapost
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