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Discovering Content Marketing Opportunities | Rank Ranger

December 10, 2019   |  
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The In Search Search engine optimization Podcast

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Summary of Episode 51: Finding Content Marketing Opportunities

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This week we discuss content material alternatives with the creator of Marketing Now, because the one, the one David Bain joins us!

  • Where the rising content material alternatives lay
  • How to finest make the most of audio and video content material
  • Unifying on-line and offline content material

Plus, we discuss in regards to the affect of the Nov. 2019 Google Local Update on Local Pack Rankings – prepare for a wee bit of information!

A Bit of Data on Google’s November 2019 Local Update [00:02:38 – 00:19:14] 

On December third, Google introduced that it has began to run a local algorithm update in early November that completed its rollout in the direction of the tip of the month. The replace makes use of Google’s neural matching. Now, this is sensible as Joy Hawkins, as regular, was throughout this a number of weeks in the past declaring that there have been loads of native modifications occurring and that they’d less to do with proximity and more to do with relevance. And this all is sensible due to neural matching.

In case you don’t know otherwise you forgot what neural matching is, Google launched neural matching again in September 2018. Neural matching is mainly the connecting of loosely described phrasing to express ideas. For instance, if I seek for strolling with the ball in basketball, Google now is aware of this pertains to the idea, i.e., the basketball rule, of touring.

At the native degree, using neural matching signifies that companies that will have obscure names and descriptions could be linked to particular native verticals. Meaning, completely different companies at the moment are rating organically and throughout the Local Pack as a result of now swiftly they’re deemed related.

Now some have mentioned using neural matching on the native degree means extra Local Packs which isn’t true.

Let us clarify:

  1. You can clearly see through our useful dandy SERP Feature Tracker that there isn’t any change within the degree of Local Packs.
  2. The indisputable fact that extra Local Packs don’t exist makes complete sense as neural matching on this occasion doesn’t inform Google what queries do or don’t have native intent. Rather, it tells Google which companies at the moment are probably related to a question with a identified native intent.

That mentioned, Mordy wished to take a look and see how the replace impacted Local Pack listings stability. So Mordy did a mini-study (as a result of that’s all he had time for)… however the information has a transparent pattern – so we’re going to share it with you!

So what Mordy did was he took 10 completely different native companies and in contrast their complete variety of Local Pack listings (not complete as is in all of them, however complete throughout the key phrase set he’s monitoring). For the varieties of companies, he selected a mixture of lodges, eating places, and outlets. He then in contrast the whole variety of Local Pack listings for every enterprise throughout two 45 day intervals. One interval ran from October fifteenth by the beginning of December and that displays the interval each proper earlier than, throughout, and after the native replace. The different interval ran from mid-July to the tip of August which served as a baseline interval.

Mordy recorded the variety of Local Pack listings of every enterprise at three completely different intervals over every 45 day interval. For argument’s sake, let’s say one of many companies was Allen’s Apple Farm. Here Mordy might have recorded that they’d 5 Local Pack listings over all their key phrases on July fifteenth, then they’d 7 on Aug fifteenth, and eight on Sept 1st. Mordy then did the identical recording over the interval spanning Oct fifteenth – Dec 1st (He really did it by Dec third however for the sake of creating it simpler to recollect…).

The very first thing Mordy wished to see was how risky the Local Pack was through the replace interval relative to the baseline. To discover that, Mordy recorded the variety of “listing changes” – i.e., either a listing gained or lost by a business in the Local Pack from one instance within each period to the next and then did an average of the number of changes between each data point.

To further illustrate, let’s say Allen’s Apple Farm had 10 Local Pack listings on Oct 15th and then 20 listings on Nov 15th making that 10 total listing changes. Now say Forest’s Fur Shop had 20 on Oct 15th and lost 10 by Nov 15th. Again, that’s 10 listing changes. Meaning, the average number of listing changes for these two entities for that time span is 10 listing changes. Finally, Mordy calculated what he recorded for each period and came to an average number.

We know you’ve been waiting patiently so here’s the data! The average number of Local Pack listing changes seen for a business over the baseline period was 2.55. The average number of Local Pack listing changes for a business over the update period was 4.1. Based on these averages, the update period was significantly more volatile in the Local Pack! (Again, the data here is VERY limited so what’s important is the trend, not the actual level of Local Pack listing volatility.)

But, there’s still one thing we don’t know. It’s possible that with all this volatility that the net Local Pack listing gain or loss for these businesses is 0! How can that be possible? Let’s look again at our fictitious listing, Allen’s Apple Farm. Let’s suppose the business started with 20 listings before the update in the Local Pack and at one point over the course of the 45 day period, it lost a bunch of listings. Now it is possible that it suddenly gained them back and even though our study showed there was a ton of volatility, it’s possible that the net gain or loss was 0!

To make sure that possible outcome wasn’t true, Mordy tallied up the total number of listing changes from the start of each period to the end of each period (either a listing gain or loss) to see the total number of Local Pack listings each business had at the start of the period vs the total listings they had at the end of the period, i.e., how many total listing changes did the business see from before the update to after the update.

So say at the start of the update period Bob’s Beaver Farm had 20 listings and after the update ended it had 5 listings. That’s considered 15 “itemizing modifications” since a change can both be a loss or a achieve.

The outcomes? The baseline interval noticed 35 itemizing modifications whereas the replace interval noticed 44 itemizing modifications. Meaning, the replace interval was not simply extra risky than regular nevertheless it really triggered internet losses and internet features for companies. They didn’t simply see reversals, there’s an precise change within the variety of listings these companies see within the Local Pack now with every seeing a mean of 4.4 itemizing modifications because of the replace when their regular improve/lower was 3.5 per the baseline! (And once more, the info right here is VERY restricted so what’s vital is the pattern, not the precise degree of Local Pack itemizing volatility.)

Discovering New Content Opportunities: A Conversation with David Bain [00:19:16 – 01:01:10]

[This is a general summary of the interview and not a word for word transcript. You can listen to the podcast for the full interview.]

Mordy: Welcome to a different In Search Search engine optimization interview session. He’s a advertising MC extraordinaire, a well-known voice to many within the Search engine optimization neighborhood, and the creator of the upcoming e book, Marketing Now. He is the good David Bain!


David: Thank you, Mordy, for inviting me.

M: Please, inform me about your e book.

D: It’s a loopy factor. It interviews 134 a number of the world’s main entrepreneurs, definitely digital Search engine optimization kind individuals are eschewed in the direction of entrepreneurs. It wasn’t produced conventionally, I interviewed them within the type of an 8-hour dwell stream. However, it’s not only a transcript. I ended up rewriting the whole lot everybody mentioned. It was really loads more durable to write down it that method than writing a e book of 6,000 phrases.

M: Yeah, however that’s a method higher expertise as a result of we don’t write how we discuss therefore voice search is completely completely different than typical search.

Can you please throw out some names of individuals within the Search engine optimization neighborhood who’re on this e book?

D: Aleyda Solis, Lukasz Zelezny, Larry Kim, and Marcus Sheridan to call a number of. It’s very tough to present folks massive shout-outs as a result of the standard of data given by everybody was excellent and I don’t need folks to guage it by the standard of the names that have been a part of it.

M: Absolutely. Let’s get began with content material alternatives. But first assist us out right here by getting everybody on the identical web page. How would you outline a “content opportunity?”

D: A content opportunity is an organic touchpoint that has a small possibility of resulting in a sale at some point in the future. That can be any type of content out there. It could be a massive 10,000-word blog post, a video, or just answering a question. If you think of where your target audience will most likely be in terms of mindset before they complete a transaction, you can get a feel for the things they’re interested in and meet them at that point. It’s not necessarily talking specifically of your products. You want to see the potential and talk about the things that will appeal to your target market.

M: So you have to think broader than targeting a particular user at a particular moment.

D: Yeah. Paid search nowadays is all about audiences and I believe SEO is moving to knowing who your audience is and what things they are likely to like and enjoy interacting with as well as things that are directly connected to your products and services.

M: What’s interesting is you mention what your audience enjoys interacting with as opposed to what users might find on the results page. In other words, users may find their answer on the SERP and not click on your site URL. How do you find opportunities in an era where it seems there are so few?

D: Yes, the SEO world has changed with schema markup and answers directly on the SERP and the user doesn’t behave on the SERP as they used to, but it doesn’t mean from a brand perspective or from a way to attract those consumers to do business with you is gone. It’s definitely harder, but it’s a challenge. The challenge is how do you become the first in mind to the consumer when they decide to make a purchase. We know from an SEO perspective there isn’t a standard CTR on the SERP. We used to think the higher the position the higher the CTR, but nowadays we know it depends on the type of search. If they’re searching for a product and they recognize the brand in the search then they’re more likely to click on that. I think your business nowadays as a content marketer for someone who engages with your content but doesn’t click through is one of brand recognition and making the consumer more likely to search for your brand or when the time is right for them as a consumer to click through on a piece of content.

M: We all know what it means to build a brand identity from a brand perspective, but from a search engine perspective how do you use content to create that core identity?

D: It’s tough. I’m a big fan of speaking directly to your users or target marketplace. I like using services like They’ll let you see recordings of your target audience reacting with your website and seeing what they do. You can see whether or not they’re able to figure out what your business is about and what they click through to. So speaking directly to your users or seeing recorded videos of your target market interacting with your website is a good place to start and it will direct you in knowing if the content on your site is user-friendly. But in terms of the content writing approach I’m a big fan of Simon Sinek’s Why, How, What structure. I think a lot of SEOs are methodical in nature. If SEOs were to write content I believe they would start with the What of the product and in general, consumers are emotional to begin with so it’s important to start off with the Why.

I’m also a big fan of analyzing landing pages. If you’re looking at competitive marketplaces where the paid SERP may be as much as $50 per click or more, if businesses continue to advertise then they’re landing pages are exceptional because they’re managing to make a profit while still paying huge amounts of money for those visitors. If you look at those landing pages you’ll see they start off with a very emotional Why and a very specific testimonial there. Then they go into the How the product works, and then further down the page they talk about the What of the product. A lot of landing pages are very similar to that. If you have a look at Wix’s videos on YouTube they use a similar emotional start to it. An accounting software I was looking at on Google, I believe it was Sage, started up with an emotional reason. So having that Why, What, How weaved through your content and landing pages is what I recommend.

M: How strict do you have to be as a brand? If you’re writing content either around products, around a service, or you’re an information site, to what extent do you have to stick to one core product or one core area and not branch out to other areas in order to build brand identity and entity awareness for the search engine?

D: I think if you’re an individual providing contracting or consultancy services you are your own persona so you got to produce content that will most likely resonate with you and you’re going to end up building a target market more easily than if you invented a persona. However, if you’re a bigger business it’s a little tougher. You have to be a lot more defined in terms of the content you’re producing and the purpose behind it.

I looked at various content marketing models when I was designing a digital marketing training program because I believe content marketing is at the center of digital success. The content marketing model I liked was Google/YouTube’s Hero Hub Help model. That’s comprised of three spokes the first being Hero content. Hero content is incredible, quality content that people resonate with and that people are likely to share. It’s content that you will put a lot of time and effort into.

Hub content is more episodic so more blog articles, podcasts, or a series of videos on YouTube. For that kind of series, you’re more likely to be broader. I once heard of a law firm that started a golf podcast. The podcast has nothing to do with law, but they know their target market doesn’t care about learning law, all they care about is a law brand they can trust being there when they need them.

The Help content is more about the traditional SEO, the common queries that you answer on your website. In fact, there’s a book about that called “They Ask You Answer by Marcus Sheridan that goes into actual depth on write that kind of content material.

I wasn’t snug that there wasn’t a content material pillar for industrial content material, the content material you’ll see on a touchdown web page, so I added a fourth H that I name Heart content material, the center of what a enterprise does, and that’s product pages.

I feel that’s an fascinating mannequin for giant companies to make use of after they’re planning for the long run and wish to do issues like considering of their goal persona and planning out what kind of content material to make use of the place.

M: Can you please go into extra on write an excellent touchdown web page? What have you ever seen that works?

D: I feel the perfect place to start out is what your finest prospects are saying about your model. If you may weave a narrative out of your prospects into that, circuitously speaking about your product/service however the way it made them really feel, the issues it solved. Try putting a chord emotionally. I perceive it may be counterintuitive for technical-minded folks as a result of they are usually fact-driven, nevertheless it’s been confirmed to work. And in the event you’re unsure then attempt split-testing it.

M: You’re very a lot into storytelling then.

D: I’m not naturally. Naturally, I’m fact-driven, however I’m pushed by outcomes and I’ve seen the manufacturers which might be probably the most profitable and people are usually manufacturers which might be pushed by feelings to start with. I feel you must then observe what results in success.

M: That is sensible. When it comes right down to it, that is what it’s.

D: Absolutely. It’s difficult since you’re not essentially doing what comes naturally to you and hopefully once you mature as a marketer then you definitely’ll settle for that you simply don’t know the whole lot and also you shouldn’t prejudge something. You ought to convey in several choices, interview folks, and take a look at to not see issues from a really skilled perspective. The apparent instance is an internet web page. If you’re employed in a enterprise for 5 years you may discover it straightforward for a consumer to navigate it, however a brand new consumer seeing it for the primary time in all probability gained’t see it from the identical perspective.

M: In Search engine optimization, one of many issues we get caught with generally is we wish to write 10x content material, however as a result of we’re not nice at let’s say storytelling then we gained’t write it as a result of in our minds we predict it gained’t be 10x. In my thoughts, generally being simply good is okay sufficient.

D: Yeah and good is the one approach to develop into nice. When I used to be chatting with Evan Carmichael he mentioned he publishes three movies day-after-day on YouTube and now they’re nice however the first 100-200 sucked, however he wouldn’t have gotten to the place he’s with out that quantity. Obviously, you bought to attempt for it to be an affordable normal however you may’t be nice except you’re good first.

M: Absolutely, and also you’ll by no means know what you’re good at till you really get into it so that you may shock your self.

D: Exactly and the fashion you produce will change as effectively. The extra you produce the extra you’ll discover your voice.

M: Yeah, even from a private perspective, the Search engine optimization blogs I wrote 4-5 years in the past is just not in the identical voice as what I’m writing now.

Since we’re speaking about video I wish to bounce into the completely different types of content material and since we’re on a podcast, let’s speak about audio. Podcasts have actually boomed and it’s nearly stunning that within the days of video that audio-only content material has actually caught on. Why did you suppose they’ve and the place do you suppose there’s room to separate your self now that the podcast market is admittedly filling itself out?

D: Lots of issues got here collectively on the identical time. Obviously, there was the rise of smartphones the place you had the flexibility for customers to subscribe instantly on their telephones. There’s additionally from the content material manufacturing perspective the convenience to supply that content material. Microphones have develop into higher or folks have extra entry to higher microphones. It’s additionally simpler now to supply a podcast with so many providers that assist shortly produce the content material. But additionally it’s far more regular to scooch your private model ahead. Ten years in the past, the whole lot that occurred on-line was enterprise brand-oriented. People hid behind the manufacturers. Live streaming didn’t occur and folks have been very cautious with placing their identify ahead. With the appearance of dwell streaming, it’s very regular to place your private model ahead and for shoppers to have a look at that in a method of trusting a enterprise. Producing podcast content material is simply one other approach to increase that non-public model.

M: I perceive how we switched our focus from enterprise model to folks model, however now I really feel we’re micro-people centered. Meaning, whereas we used to hover over bigger influencers. I discover that I’ve extra success with micro-influencers. People with a pleasant neighborhood and a pleasant help community round them.

I wish to speak about dwell streaming as a result of for my consolation degree I want recording over dwell streaming as you may rerecord or edit issues outs. When doing a podcast, is there actually added worth doing it dwell?

D: I do it largely as a result of I get pleasure from it and I’ve enjoyable doing it. It’s additionally a method of manufacturing video content material on the identical time, however perceive that it doesn’t scale back the standard of the content material you’re attempting to supply. So if I’m laughing and joking with my dwell viewers and doing issues that solely work in a visible kind then that shall be destructive on your podcast viewers so watch out.

The solely different factor I’ll say is don’t attempt to do the whole lot directly immediately. You don’t wish to be recording a podcast, and dwell streaming, and interacting along with your dwell chat, and bringing in intros and bumpers and different visitors on the identical time. That’s only a recipe for hassle. You can do it with a step-by-step method. You can first do recording solely after which you may work your method in the direction of doing issues in your consolation zone. I discover with dwell streaming that I can convey an honest quantity of individuals to observe dwell and herald about 50 folks with none advertising happening however then inside 24 hours I’ll have over 2,000 who watched the video. So if I solely did the audio podcast then I wouldn’t have had that viewers as effectively.

M: How do you herald that dwell viewers? Speaking for myself, I see loads happening with dwell streaming and watch events and I utterly ignore them.

D: Facebook isn’t as pleasant because it was partly due to the shortage of natural attain has been dialed down an excessive amount of. It’s simply not truthful, there needs to be an affordable quantity of natural attain in case your content material is sweet. Because of that, you may go dwell with out many individuals noticing except you promote however even then you may’t really put it up for sale till after you’ve gone dwell so it’s ridiculous. For LinkedIn, I’m lucky to have entry to their Better Program and since it’s pretty new folks you’re linked with will get notified once you go dwell so long as they’re on LinkedIn and due to that, I get loads of engagement.

The solely factor is since you’re a podcast you’re in all probability used to solely stuff you’ll talk about and never used to new questions so what I recommend is for the primary 5 minutes to inform folks what you’re going to speak about in the present day, greet folks as they arrive in, say hello, ask the place they’re from, ask if they’ve questions on the subject, and simply concentrate on the dwell viewers for the primary 5 minutes. That will herald somewhat extra interplay. Then you go into the primary dialogue and take a look at to enter the questions and convey the particular person’s identify up as a part of the dialogue. Then on the finish of the podcast recording don’t go straight off-air, attempt to thank everybody for being part of it. At the tip of the day it’s simply enjoyable so simply give it a go.

M: So in the event you get stumped it’s okay?

D: Absolutely. The extra you do the extra doubtless you’ll have a significant situation occur. In the scheme of issues, it’s simply not vital in any respect.

M: Right, and also you additionally must belief your viewers that they notice you supply nice content material so when a fluke occurs they’re understanding.

D: And belief your self. If somebody doesn’t like what you do then that’s positive.

M: I wish to harp in your e book. I like that we’re bringing the written phrase on advertising which is humorous to me with the whole lot being digital that there’s really a world of books on the market. I’m questioning the way you see the connection between digital and print interweave.

D: I feel it’s vital now when the world of Search engine optimization and on-line content material advertising is getting so aggressive to search for outdoors the field alternatives. When was the final time you learn a e book?

M: I simply completed studying The Extraordinary Life of Sam Hell. It was superb.

D: Great, so that you’re nonetheless studying bodily books, however you’re in all probability not linking that along with on-line content material.

M: No, by no means. Total schism.

D: I feel there’s a chance to drive folks out of your offline content material to your on-line content material. At the tip of every part of my e book, I add a hyperlink for folks to go to and watch the workshop video. It’s a part of the dwell stream launch that I shall be doing in a few weeks’ time. I’m going to be getting panels and having folks submit their web sites for overview and have the panel give them actionable recommendation in relation to the content material that’s shared within the e book. So these workshop recordings shall be an addition to the e book. It will hopefully get readers to implement what they learn within the e book, however after all, it’s a approach to drive folks to my web site, getting folks to opt-in, and expertise different on-line content material that I produced as effectively. This integration might be comparatively in its infancy and there’s in all probability loads of alternatives there.

M: There is a pure integration in terms of studying books. After studying a e book folks are inclined to do extra analysis on-line. I simply did that really with this e book I simply completed.

D: Right, and it’s not one thing you have been compelled to do however you wished to do due to the standard of the content material shared within the e book. As digital entrepreneurs, we have to create improbable experiences that may make it pure for folks to search out extra about you. We shouldn’t consider digital advertising as forcing folks down the subsequent step of the funnel.

M: Before we wrap it, how did you go from Search engine optimization to podcasting to writing a e book and what have you ever realized about Search engine optimization and content material alongside the best way?

D: In phrases of visitors Search engine optimization is more durable than it was and it’s essential to begin considering outdoors the field. Obviously, it’s essential to be sure your web site is an unbelievable consumer expertise, it seems updated, and has cell expertise. I may even add that from a content material advertising perspective your competitors isn’t who you suppose they’re. Your competitors isn’t companies doing the identical factor that you’re. Your competitors is different web sites or publishing homes on the market which might be publishing content material that appeals to your audience. That may very well be the BBC or Netflix. From that, take into consideration the standard of content material you produce and if it is sufficient to interact shoppers and compete with that degree of publishing expertise.

Optimize It or Disavow It

M: Audio or video content material. If you may solely do one which might you do?

D: I’d create audio content material. I get pleasure from producing video, however for me, it is a advertising channel, however a podcast is my hub content material. It’s the place folks come again frequently and it’s vital to proceed that engagement over time. Recently, I’ve been having hassle with YouTube the place prior to now I’d recover from 100,000 views now I really feel I don’t get as a lot natural engagement. I feel that’s as a result of they need you to be an ongoing writer and except you’re publishing movies each single week then you definitely’re much less prone to get that natural attain.

But with publishing a podcast it’s barely simpler to proceed as soon as every week. I printed a podcast that simply bought over 20,000 downloads a month and I didn’t do this with any exterior advertising and you may’t do this with a weblog these days except you place in loads of work. So the chance to get that quantity of natural attain I’d lean in the direction of audio.

M: Thank you, David, for approaching and good luck with the e book!

D: Thank you very a lot. It was nice to be right here.

Search engine optimization News [01:01:28 – 01:05:57]

Google Confirms Local Update: As we mentioned earlier, Google confirmed its November 2019 Local Update. We suppose we’ve mentioned sufficient right here already!

Google Co-founders Step Down: Google founders, Larry Page and Sergey Brinn, have stepped down from being the CEO and President of Google’s dad or mum firm, Alphabet. Current Google CEO Sundar Pichai shall be taking on.

Is Google Ignoring Rel=Canonical?: Google reiterated that they use the rel=canonical to determine original news content. However, Search engine optimization skilled Glenn Gabe famous that Google appears to disregard the attribute at instances.

Google Updated its Quality Raters Guidelines: Finally, Google has up to date its Quality Raters Guidelines! The new modifications embrace:

A brand new part that explains that completely different customers have completely different wants when looking out which suggests they want various kinds of search outcomes.
A name on raters to judge based mostly on their native perspective.

Google additionally outlines the definition of a search engine and a consumer as effectively!

Fun Search engine optimization-Send Off Question [01:05:57 – 01:07:42]

If Google used emojis, which one would it not use probably the most?

Sapir the emoji that rolls its eyes as if Google is finished with everybody’s nonsense. Mordy selected the emoji of the man or woman who slaps themselves within the face for any time an Search engine optimization tries to work out their “secret plans.”

Tune in subsequent Tuesday for a brand new episode of The In Search Search engine optimization Podcast.

About The Author

The In Search SEO Podcast

In Search is a weekly Search engine optimization podcast that includes a number of the largest names within the search advertising business.

Tune in to listen to pure Search engine optimization insights with a ton of persona!

New episodes are launched every Tuesday!

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