improve what you have: how to increase rankings on top evergreen content

@ArtEnke

PRESENTER: ART ENKE

SUCCESS STORY:

297% growth in organic traffic in 6 months

WHAT IS EVERGREEN CONTENT?

Content that will always be relevant to your audience,

compared to topics that may change over time; content that

will always be considered up-to-date and of primary interest to your readers.

-How-to guides-Resource lists-FAQs-Definitions-Core information

HOW TO BOOST RANKINGS ON TOP EVERGREEN CONTENT

1) PLAN & DEFINE ALL CANONICAL CONTENT2) IMPROVE THE PAGE3) INTERNAL & EXTERNAL LINKING4) CONSOLIDATE CONTENT

1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENT

KEYWORD MAP

Top Pages (URLs) Primary

Keyword(s)

Secondary

Keyword(s)

Meta Title Meta

Description

http://www.bikes.com bikes bike accessories meta title meta desc.

http://www.bikes.com/mountain mountain bikes off road bikes meta title meta desc.

http://www.example.com/brand brand bikes new brand bikes meta title meta desc.

1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENT

KEYWORD MAP

Distinct NOT Distinct

Your website should look like this

WHICH IMAGE BEST REPRESENTS YOUR SITE CONTENT?

1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENTTOOL: SCREAMING FROG

1) PLAN & DEFINE ALL CANONICAL/EVERGREEN CONTENTTOOL: GOOGLE (SITE: COMMAND)

2) IMPROVE THE PAGE: Page-specific competitor analysisTOOL: SEMRUSH

2) IMPROVE THE PAGE: PAGE-SPECIFIC COMPETITOR ANALYSISTOOL: SEMRUSH

2) IMPROVE THE PAGE:

ADD MORE…

-VIDEO-IMAGES-COMPELLING LAYOUT-ENGAGING, USEFUL TEXT-TOOLS

Make as SHARE-WORTHY as possible!!

3) INTERNAL & EXTERNAL LINKING

3) INTERNAL & EXTERNAL LINKING

4) CONSOLIDATE CONTENT

4) CONSOLIDATE CONTENT

- 301-redirect to equivalent pages- Canonicalize all site content- Avoid 404s or bulk redirects to the home page

4) CONSOLIDATE CONTENT

- 301-redirect to equivalent pages- Canonicalize all site content- Avoid 404s or bulk redirects to the home page

@artenke @verticalmeasure

Improve What You Have: Increase Rankings on Top Evergreen Content

“CRITICAL MASS”

@artenke @verticalmeasure

Improve What You Have: Increase Rankings on Top Evergreen Content

“CRITICAL MASS”

HOW TO BOOST RANKINGS ON TOP EVERGREEN CONTENT

1) PLAN & DEFINE ALL CANONICAL CONTENT2) IMPROVE THE PAGE3) INTERNAL & EXTERNAL LINKING4) CONSOLIDATE CONTENT

Aim for “Critical Mass”

QUESTIONS?

Contact: 888-476-1881www.VerticalMeasures.com

NEXT WEBINAR…

The Organizational Keys to PPC Campaign SuccessPresenter: Zach Etten, Senior Search Marketing Analyst,

Vertical Measures

Learn about:• 3 fatal organization mistakes

• Campaign organization best practices

• Why proper organization = Quality Score optimization

Check out our website at www.verticalmeasures.com/webinarsfor registration information.

10Oct

11am PST2pm EST