The Seotistics newsletter is written by Marco Giordano, a Data/Web Analyst with the goal of combining business and web data. Tired of the usual boring Analytics content without any business impact? Seotistics teaches you how to use Analytics, web data and even content in your workflow while helping you with Strategy.
๐ฅท Part 2: Diversification in SEO - Protect Your Assets
Use Data Or Be Used By Data!โ The November 6 issue of Seotistics is here for you! |
Last time we talked about diversification in SEO and the first things you can do. Today we go over some more advanced concepts you can use to avoid getting scammed while buying domains or doing SEO. Please move this email to your Primary inbox or reply to it. This is to prevent Seotistics goes into spam by accident. Gmail users can read this tutorial to do it. โณ Where We Left Last TimeSuper quick summary for those who missed Part 1 and are too lazy to read it:
Nothing groundbreaking per se but the devil is in the details. ๐งฎ Distributions (once again)This is one of the most important concepts out there and the reason why many SEO claims are wrong. The famous long-tail is actually misinterpreted a lot... now what that even is? According to your favorite SEO sources, long-tail keywords are often defined as high intent and made up of many words. So the requirements are word length and intent? Sounds a little bit too odd to me. Because it's wrong.
Long tail refers to the frequency of keywords or to their "volume" if you prefer. Do you consider "how to turn off iphone 14" a long-tail keyword? Check the volume and tell me. The lesson here is that targeting the "wrong" type of long-tail exposes one to greater danger. While the old strategy of targeting low-volume keywords is not less powerful, are we even sure many actually did it? The key insight here is to avoid overfocusing on long-tail keywords and start thinking in terms of clusters. Long-tail keywords are 100% fine IF you can put them into context and the SERPs suggest you need more pages. ๐น FlankingA good strategy should leverage your strong points and/or play around your weaknesses. In the alternative, you can also exploit market gaps. This applies to pretty much anything else. I've already talked about this topic before as you may see from the picture below: โ Defending your assets means being less vulnerable against lateral attacks on your weakest articles/pages. This is even truer for large publishers or Ecommerce with a wide catalog since they can be attacked from any side. The answer here is in creating measures to tackle attacks and what actions you can take immediately to prevent damage from snowballing. In niches where there isn't much keyword data with tools ๐ Content DecayI always mention this concept and you can read more in an article I wrote that covers it in depth. Content Decay is a massive problem for everyone and it harms your assets. The shield against it is setting up policies and keeping some budget for it.
The picture above does a good job of explaining what happens. This is why I depress you with processes, systems and prevention all the time! ๐ฐ News/Churn & Burn ContentSome websites rely on news content or social media traffic to make money and in those cases, different rules apply. This type of content is extremely sensitive to decay and you need to churn out new content before your revenue drops to 0. Some publishers often republish or redirect to a new page or use tricks to make content popular again but... This isn't the most reliable of options. The same applies to social media content and Discover, the algorithms will stop giving you reach after some time. What you can do is:
Avoid delegating important content that defines your brand because you need in-house talent for that! This is the main reason why I prefer content websites over news publishers. Discover and/or News can surge in traffic again but you can't rely on hope/luck to build a strategy. I can tell you that Discover can get you crazy high RPMs in case you are using Display Ads on your website. ๐ Ecommerce/SaaS/OthersThese aren't really my industries but I am currently testing and studying more and more. I'd say that content-driven SaaS websites follow the same criteria I mentioned before, with an even bigger focus on social media and/or other channels. For Ecommerce, it's a little bit different because you have to consider products and categories too. I can talk about it in the next issues as I am practicing more and more with Ecommerce websites. Apply what I said about content/pages to what you sell to and you will realize that many websites are weak. Of course, it's not always possible to have a wide catalog and diversify your risk, just sayin'. ๐ Free SQL CodeIf you are incredibly lazy to connect to the GSC API and run some Python/R code, I give you an example of SQL code you can use in BigQuery. Mind you, this assumes you are using the automatic export but you can always change the fields to adapt it. 0-Clicks Percentage: https://gist.github.com/MarcoGiordano96/0576ac4520aa32956549c5a69d3c43f5โ Top 1% Pages by Clicks Contribution: https://gist.github.com/MarcoGiordano96/5107945b4c1f803d6e96ba5bcc7f8798โ Replace table_name with the actual name of your table in BigQuery between single quotation marks. The code above filters out jumplinks and selects WEB data explicitly. BigQuery is a great aid in toying with your data because it's easy to use and cheap. Now you have infinite options to code with AI so please, start writing some simple code because it's never been easier. P.S. Let me know if the code is helpful but please, read the requirements and figure out how it works first. ๐ฃ A Note On SEO AdviceAfter reading this and the previous newsletter, you have learned how most SEO advice is situational and incomplete. The only thing that can get you more safety is diversification and using your brain. Advice on the following topics is even more random:
Before you make any move, think twice about it. A good strategy doesn't need to be changed at every update, as I already mentioned before. ๐ฅก TakeawaysAs usual, I give you some actionable takeaways you can apply today:
Yes, this is common sense but do you read it often? ๐ฅ Join Our CommunityOur Discord community offers a small place where we can talk business and SEO. If you hate all the noise of social media, then this place is for you.
๐ Analytics For SEO Ebook (v6)This ebook is aimed at SEOs or Business Owners who want to explore the combination of SEO and Analytics. If you want to start building your data empire, this is the (initial) path to take. It will teach you or your employees to: ๐ Avoid common pitfalls that cost you money ๐ธ ๐ Create meaningful analyses that add value ๐ฏ ๐ Shorten the learning time of Analytics โณ This comes with monthly updates because I want to create the Ultimate Guide out there. v6 includes the following information: โ Strategy in terms of SEO & Data โ Decision Making โ Integrating Data with SEO
v7 will include additional info on DataViz and topics on request. ๐ Recommended Reads - Peak Content ๐ปI know I give you too much stuff to read so don't worry, it's time for a recap.
As with everything, understand the context first and then apply the most reasonable solution. Most of what I read online is extremely inaccurate and doesn't take key differences into account. ๐ One-Hour CallIf you have doubts about SEO or Analytics, you can book a call with me. Have doubts about your content website or with your data? Look no further, I can help you: โ
โ๏ธ Feedback and RecommendationsIf you have ideas/recommendations for the next issues of Seotistics, you can reply to this email. Marco Giordano Follow me on ๐ฝ๐ฝ๐ฝ: |
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Seotistics - Web Analytics + Business + Strategy
The Seotistics newsletter is written by Marco Giordano, a Data/Web Analyst with the goal of combining business and web data. Tired of the usual boring Analytics content without any business impact? Seotistics teaches you how to use Analytics, web data and even content in your workflow while helping you with Strategy.
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