Updating website seo analytics
“If you isolate what matters and then improve it, the user is going to be happier,” Marcus says. Likewise, I can imagine that you have a lot of content that maybe you should get rid of or should merge with something else you have,” he says.
Big data analysis has also taught Marcus the importance of cleaning up the ROT (redundant, outdated, trivial content) on any website. Allow plenty of time to get rid of old content – 12 to 18 months – to be sure you do not get rid of something that will likely bring in traffic, especially if you have seasonal traffic.
What’s the next best thing to having Google sit down next to you at your desk, gaze over its glasses at your screen, and tell you how to improve the visibility of your web pages? In his Intelligent Content Conference talk, Mastering the World of Deep Learning: How Big Data Is Making Content More Relevant in Search, Marcus shared some insights gleaned from years of studying search analytics across many industries and topics.
Take About.com, for example, a site that, as Marcus puts it, “invented mass scalable content online” in the mid-1990s.
Marcus says, “This means that if you specialize in something and make it really good because you understand the user, you can have great search performance” compared with a huge site that produces content about everything.
He points out that has taken this reality to heart, spinning off specialized content brands with their own domains, such as Thought (lifelong learning), The (homemaking), and The (money management).
He found that during the same two years (April 2015 to March 2017) that had seen the SEO visibility of drop to nearly nothing, the SEO visibility of The Kitchn.com, with its focus on recipes and food-related health information, had grown by 53%.
Overlaying the two charts on the same SEO-visibility scale, Marcus found that, despite its relative lack of heft, the more specialized The had overtaken in terms of search performance.