Episode 6 – Setting SEO Guidelines For A Whole Niche

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Hi and thank you for listening to SEOFightClub.org. I’m Ted Kubaitis and I have 22 years of web development and SEO experience. I have patented web technologies and started online businesses. I am both an engineer and a marketer. My goal is to help you win your SEO fights.

This episode’s FREEBIE

With every episode I love to give something away of high value. This episode’s SEO freebie is BOTH the data I collected on over 300 factors for our target search terms and the 2 page template of content tuning guidelines for the search terms. So if you are an SEO data junkie like I am then this download is GOLD.

You can download the freebie at: http://seofightclub.org/episode6

Search Terms:
seo agency
seo analysis
seo audit
seo package
seo pricing
seo services company
seo services packages
seo services pricing
seo services seattle
seo services

Search types:
60.00% Right Side Ads,Top Ads,Related Searches
30.00% Right Side Ads,Top Ads,Related Searches,Local Business Results
10.00% Less Than 10 Results,Right Side Ads,Top Ads,Related Searches,Image Results

Types of Result Pages:
1st 8 home pages , 1 blog post , 1 category/service page
2nd 3 home page , 5 blog posts , 1 category/service page
3rd 5 home pages , 1 blog post , 4 category/service pages
1 home page , 1 blog post , 7 category/service pages
0 home pages , 5 blog posts , 5 category/service pages
4 home pages , 2 blog posts , 4 category/service pages
1 home pages , 0 blog posts , 9 category/service pages
0 home pages , 6 blog posts , 4 category/service pages
6 home pages , 0 blog posts , 4 category/service pages
0 home pages , 3 blog posts , 7 category/service pages

28 (29%) Home pages 24 (24%) blog posts 46 (47%) category/service pages

So odds are you need to target your services page or home page if possible otherwise a blog post.

Types of factors:
Zone Matches: Refers to keyword matches in various zones within a page
Page Qualities: Refers to measurements about a page not involving social or keyword matches
Social: Refers to measurements about a page involving social signal or links

Of the top 50 correlations:
19 (38%) were for zone matches
22 (44%) were for page qualities
9 (18%) were for social signals and linking.

Of the 11 factors showing strong correlation we found:

3 (27%) were for zone matches
section tags
og:title
leading matches in H3 tags
6 (55%) were for page qualities
# of site links
length of meta description
# of images
2 (18%) were for social signals and linking.
plus one count
links twitter accounts

Correlation Strength:

Strong Correlation – Statistically significant. The correlation coefficients exceeded critical values. According to the math geek (myself being one of them these are the only factors that “official” count)

Weak Correlation – These are the factors that almost made the cut. So I find them interesting but not significant.

No Correlation – These are the factors that lacked any evidence of being a factor in ranking.

Of the 39 factors showing weak correlation we found:

16 (41%) were for zone matches

Number of matches in canonical URL
Number of matches in web page sentences
Number of matches in web page alt attributes
Number of matches in web page P tags
Number of matches in web page H4-H6 tags
Number of matches in web page LI tags
Number of exact matches in web page I tags
Number of matches in the top 1 word by keywords density
Number of matches in the top three words by keywords density
Number of matches in the top five words by keywords density
Number of matches in the top ten words by keywords density
Number of exact matches in web page B tags
Number of matches in web page meta og:site_name
Number of matches in web page H4 tags

17 (44%) were for page qualities

Number of pages in bing site search for hostname
Has canonical URL in web page
Size in kilobytes of web page body tag
Size in kilobytes of web page html source
Number of forms in web page
Number of https links in web page
Number of do follow links in web page HTML source
Has schema.org organization in web page HTML source
Number of links in web page
Number of internal links in web page HTML source
Has schema.org article in web page HTML source
Number of sentences in web page html source
Number of words in web page stripped text
Size in kilobytes of web page stripped html text
Length in characters of Google result link text
Number of nofollow links in web page HTML source
Has rewritten title in Google result link text

6 (15%) were for social signals and linking.

Number of comments in facebook api for the URL
Number of likes in facebook api for the URL
Number of shares in facebook api for the URL
Number of likes,shares,comments, and clicks in facebook api for the URL
Number of youtube accounts in web page links
Number of social accounts in web page links

The Degree of Tuning:

When you start measuring factors for the purpose of achieving competitive parity you quickly will realize that not all keyword niches are created equal. I always chuckle when I see SEO advice that says things like “You need a title match, a heading match and a 3000 word article with X% keyword density” because having pulled the measurements for thousands of different keywords I can tell you that kind of advice is very specific and applies to a very specific keyword niche. Odds are that anyone following that advice will either invest a whole lot more effort than they need to or they will invest no where near enough. The odds of that kind of advice being correct for any random keyword is going to be a real long shot.

When you need to work with aggregate measurements from across a whole niche of keywords you really want to consider the scope of your aggregates. Jewelry is a lot more popular than home office decor. If you aggregated the measurements together for the two ninches you will likely end up under tuning for jewelry and over tuning for home office decor. But for the sake of saving time and money you will probably want to aggregate your jewelry keywords together and your office decor keywords together to get the competitive parity estimates for your large scale website. So when I pulled the keywords for “SEO services” in our example I did so knowing it was an adequately scoped category of very related keywords. The measures I am about to give are for my “SEO Services” niche specifically and probably won’t be applicable to other keyword niches. But this at least will give an example of a single niche’s degree of tuning.

Strong Correlation:

4 site links in Google result
355 image tags with alt text in web page
43 characters of web page meta description
11154 plus ones in google api for the URL
793 matches in web page section tags
617 kilobytes of web page script tags
108 to 143 characters of Google result summary
8 matches in web page meta og:title
9 twitter accounts in web page links
1 leading matches in web page H3 tags

Weak Correlation Page Qualities:

12 to 25 pages in bing site search for hostname
Has 1 canonical URL in web page
At least 10 do follow links in web page HTML source
Has schema.org organization in web page HTML source
Has schema.org article in web page HTML source
At least 7 sentences in web page html source
At least 126 words in web page stripped text
36 – 48 characters of Google result link text
350 nofollow links in web page HTML source
Has rewritten title in Google result link text

Weak Correlation Zone Matches:

4 matches in canonical URL
6 matches in web page sentences
12 matches in web page alt attributes
1 match in web page P tags
9 matches in web page H4-H6 tags
1261 matches in web page LI tags
4 matches in the top three words by keywords density
4 matches in web page meta og:site_name
9 matches in web page H4 tags

Weak Correlation Social Matches:

2333 comments in facebook api for the URL
3 youtube accounts in web page links
24 social accounts in web page links
8660 likes in facebook api for the URL
47154 shares in facebook api for the URL
54272 likes,shares,comments, and clicks in facebook api for the URL

A question I get all the time is “aren’t the factors you measure for one page usually the same factor you find on other pages?” The answer is not always. I like to use ecom categories as an example because sometimes social signals are a factor for ecom categories and sometimes they are not. The niche of the category seems to matter as to wether or not the social factors come into play for rankings. So the reality is that you have to measure for your keywords specifically to know for sure. My heart sinks every time I hear an “Expert SEO” tell someone that they must focus on social signals for SEO. Every business should focus on social because that is where the world is going, but if you are a cash strapped startup then investing in social signals for SEO benefit might end up being a big waste of time and money depending on the characteristics of your keyword niche and audience.

I sell software that collects these measurements for over 300 factors, but you don’t need the software to conduct this analysis. Just conduct a search and take some measurements and plot some graphs. Challenge what you think is true about SEO topics like keyword stuffing or the value of H1 tags or any other SEO advice you’ve heard so many times you simply automatically assume it is still true. You don’t start succeeding in SEO by buying tools. You start to succeed in SEO when you start thinking critically and proving things for yourself and only make changes to your money sites that have the highest probability to bring improvement.

I don’t gamble on my revenue sites. I experiment with tunings on small revenue generating test sites. If the experiments results are good then and only then will I consider deploying the tuning to the big sites and only after evaluating the risks. Nothing in SEO has no risk. If you think white hat is safe then you are a fool. All black hat SEO was white hat at one point in time. Its a moving target that in the past has change with little warning.

ENDING:

As always there where a lot of details in this episode. Be sure to download the FREEBIE which is BOTH the data I collected on over 300 factors for our target search terms and the template of content tuning guidelines for the niche.

Also be sure to come back for next week’s episode which will be all about SEO interview questions. If you’ve seen what passes for SEO interview questions on Google then you know they aren’t worthy of screening the unpaid intern. I’ll be diving into both sides of an SEO interview.

Thanks again, see you next time and always remember the first rule of SEO Fight Club: Subscribe to SEO Fight Club

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ted

ted

Ted Kubaitis has over 22 years of web development and online marketing experience. Ted has patented web technologies and started online businesses.