What does it take to earn above-the-fold placement for your content marketing assets? A lot more now that Google has eliminated ads on the right-hand side and Find Out What’s Influencing increased the number of ads on the top from a maximum of three to a maximum of four. In addition to the increased number of ads, the top of the search page may be filled with Google’s local 3-pack, shopping options, and knowledge panel content followed by organic results. While the new ad layout may improve PPC campaigns, marketers and SEOs are still watching to see the impact on their content campaigns and worry that even their best efforts won’t result in top of the fold placements or even first page results.
Universal Search Results Feature
The new Google SERP (Search Engine Results Page) layout has changed what it means to rank second or third in organic search and, in some cases, top organic search results may not be visible above the fold for desktop and tablet users.
In the past, content marketers could feel confident that content ranking third in organic search results would be visible on the first page above the fold. Now, ranking buy telemarketing data first or second may still mean that your content isn’t visible above the fold. Marketers need to know what else ranked ahead of their content in search results to understand the true rank of their content and to make decisions about where to spend time and resources.
Erin Robbins, President Ginza Metrics, explains it this way, “Picture this: Your rank tracking tool tells you you’re ranking number one for some high search volume keywords and you think you’re golden.
Universal Search is a new feature in the Ginza Metrics platform that shows users all the other things that are appearing on the page along with their organic content and keyword ranking results, allowing marketers and SEOs to make decisions based on their “true rank” in the SERPs.
Screen Shot
The Universal Search results are displayed as icons to show what combination of ads, local pack, knowledge panel, and other non-organic content is on the page in any position. Users can filter out the results to view only those results that are important to them. Marketers and SEOs can use this information to determine exactly what’s appearing in organic search results and decide where to optimize for organic content rankings and where to focus paid efforts.
Creating a balance between PPC and Organic Content
Removing the ads from the right-hand side of the page and placing four at top and three at bottom has reduced the total number of ads on a page from eleven to seven and increased the competition for real estate on pages shown for high volume keywords.
Moving forward, marketers are going to have to be wary not to cannibalize their own results, paying or working toward appearing at the top of the same page. Given this information, marketers and SEOs can decide where to apply their efforts. Depending on their goals and who is. Appearing in the local pack and Google ad selection, brands have a few choices to make. They can:
Optimize content to try for the
number one position where there aren’t a lot of non-organic results.
Optimize local SEO to rank in the local pack.
Place ads on high search volume keywords (more expensive)
Run ads on lower search volume long-tail keywords (less expensive)
Made, it’s clear that we will have to. Continue to make hard choices based on having the best data available and getting the whole.
Staying at the top of the SERPs
The slimmed down look of Google results pages is. Continuing to focus on providing the best possible experience for users of mobile devices and is backing that. Commitment up with the new search engine results page designs and continuing updates to the mobile-friendly algorithm changes.
Best way marketers can get their message out and maintain their findability. Marketers who want to continue to show up in search engine results
Are you spending most of your time and resources creating new content to fill your website with blog posts, landing pages, and videos? If you’re only focused on filling a content quota, you may be missing out on opportunities to optimize the. Take a little. Time out from creating new content to look back and. See what. Spend some content creation time refreshing older content to keep it current and working for you.
Use search data to review your editorial calendar, refresh your audience persona profiles, improve content. Performance, and evaluate landing page stickiness.
Review the editorial calendar
With 76% of B2B organizations planning to create more content moving forward, according to CMI’s Benchmarks, Budgets, and Trends for North America, the editorial calendar is becoming a necessity in most organizations. Now is a good time to step shopify agency with vayes digital back and look over your editorial calendar and evaluate its effectiveness for planning and executing content assets.
First, let’s look at what’s included in your editorial. Calendar. At the very least you should have a plan for frequency of your blog and other types of. Content. Beyond that, the editorial calendar can help you to decide who is responsible for the tactical elements of. Content creation and to set deadlines and workflow for content review, publishing, and promotion.
If you aren’t already using the editorial . Calendar as a way to track content performance by medium, method, and message; consider including. Engagement and success metrics as part of the calendar as an easy way to review content effectiveness and future. Content creation and content lifecycle decisions.
Medium
The medium you choose for your content is the type of content you’re creating. Are you using video, podcast, blog, landing pages, eBooks, slide deck. Presentations, printed materials, or other types of mediums to carry your message?
Create a place on the editorial calendar to notate the type of content asset associated with each message. Track engagement with content mediums to determine how your audience likes its content served up. It’s too difficult to track engagement if every type of content, every campaign, or every message has its own calendar. Merge all your calendars into one and include your. Measurement metrics to get a quick review of what’s working and what’s not.
Method
The method is the channel where you distribute your content. Track what topics and what mediums are getting the most social shares, retweets, and likes on specific social channels. Include email metrics and referral data to determine where your audiences are engaging with your brand.
Match the medium with the method to see what kind of content performs better on your various channels. Maybe your email subscribers prefer blogs and your Twitter audiences like video. Knowing what your audiences are responding to will help you to revise your editorial calendar moving forward.
Message
What messages are resonating with your audiences? Do they like listicles and how to instructions, or do they prefer to be entertained? Look over your editorial calendar results to see what the most popular topics were. If you find a particular topic that’s been underserved by. Your current content offering, you may want to add some content creation. Around that aero leads topic for the second half of the year.
Match your top performing messages to the keywords associated with them. Dive a little deeper to discover the long-tail keywords and associated topics. on different mediums, or distribute on some different channels to see if you can increase engagement for those subjects.
Get more out of your editorial calendar
Reviewing your planned editorial calendar against your content metrics will help you to make adjustments along the way. The editorial calendar should be a living. Document to help your team visualize and deliver the content strategy to meet marketing goals. If you started the year using an editorial calendar to schedule your blog, expand it to include:
Blog
Frequency
Topics
Review process
Publish date
Promotion
Writing and editorial task assignments
Emails
Frequency
Subject lines
Content to include
Target mailing lists
Review process
Writing and distribution task assignments
Adding content to a group
It’s simple to add content to each group from your Ginza Metrics “Content Groups” panel. Once you’ve entered the name of the group at the top of the panel, the next step is to set up keyword-matching regex rules that will automatically find and add matching keywords, based on AND, OR and NOT specifications. This will also automatically add new content that matches these rules to the group.
You can also isolate subdomains, folders, and other types – for example, subdomains like /blog or /trail-shoes/, or any other subdirectories you choose. Next, add content and targeted keywords manually to isolate URLs. This works for both onsite and offsite content. Then add keywords to the group – as soon as you add a keyword, it’s applied to all content you’ve added to the group.
From your “Groups” panel in Ginza Metrics, choose a set of target locations for each group. Next, enter a list of top competitors for that group, in each location. You can group competitors for easier filtering – sorting them, for example, into categories like “online retailers,” “brick-and-mortar retailers” and “publications.
