![]() That thing is definitely going to lower the clickthrough rate of everything else that ranks for this phrase. Google is putting a huge video snippet at the top of the page. Let’s look at the SERP (search engine results page) for the primary phrase… ![]() (This report is probably the best way to see traffic from search to any specific URL.)īut with that kind of improved visibility, you would have expected an even bigger lift, right? This page is ranking high in Google for a great phrase. Here is the Google Analytics > Search Console > Landing Pages report. Here it is, tracked for the primary keyphrase in Moz.Īnd traffic picked up accordingly. The goal, then and now, is to create the best piece of content on the internet for the topic.īut of course, we didn’t change the URL, which is the key to updating content, a super-effective SEO strategy. The new piece is a lot longer with a keyphrase-focused title and description. In December 2018, we completely rewrote the article and recreated the video. The durability of rankings are a function of the speed at which new content is published on that topic. I don’t think it had much to do with changes to Google’s algorithm. The rankings probably dropped because newer, better articles (and videos) were published on the topic. It appeared in the middle to bottom of page one in Google for “how to set up Google Analytics,” attracting 250-500 visits per month. It was a detailed, how-to blog post with five short videos. Way back in October 2014, we wrote an article called How to Set Up Google Analytics. SEO example 2: Updating an old article that used to rank I never should have targeted that phrase. Sometimes, comparing Domain Authority isn’t enough. It’s like a high school athlete hoping to win an Olympic gold medal. Of course, my page was new, starting from zero. Hundreds of websites have linked to each. These pages all have huge numbers of linking root domains (websites). ![]() Had I simply searched for the phrase with MozBar turned on, this is what I would have seen. I should have looked more closely at the backlink profiles of those high ranking pages. It ranks 88th for “how to have a blog.” According to Analytics, it attracts between zero and four visitors per day. But SEMrush digs deeper so let’s check there… The resultsĭid it rank? Nope! This page ranks so low that it doesn’t show up in Moz. I wrote a super detailed article called How to Start a Blog, complete with 4200 words of nice SEO copywriting, 21 tips, 11 contributor quotes and a video. So we should have a chance of ranking, right? The plan That means the average authority of the other high ranking pages are lower than ours. Great! And the difficulty is 45, well below our Domain Authority. While researching keyphrases in the Moz Keyword Explorer, I noticed another super popular phrase: “how to start a blog.” Eventually, we had a lot of raw material for an article and it was time to put a post together. People often ask us how to get started with content marketing, so over time, we’d collected a lot of tips and advice. SEO example 1: Underestimating the competition Sales pages target keyphrases with different intent, but the process is the same. Note: These examples are blog articles, not sales pages. This post will answer the question, what does an SEO really do? ![]() Let’s break down the results for three real SEO examples. This adds up to thousands of visits over time. It ranks for something and gets a dozen or so daily visits. For these, I research keyphrases (look at search results, consider intent, estimate competition) and then indicate relevance (use the phrase, answer related questions, work in the semantically related topics). We follow our own best advice, but then what happens? Does it rank? Does it get traffic?Īround half of the articles I write are search optimized. So rather than write another how-to article, today we have a how-much article.
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