The biggest thing that I find that comes of this is you’re really considering your audience much more because you do need to trust that Google knows what it is doing when it presents individuals with certain kinds of results. It knows the keyword’s intent, and it’s presenting results that make sense for that intent.
Let’s say they’re across Canada and that you’re working with a company. So what I wish to see here for chances are like where I’m not ranking things, where are there places box showing up that I’m not in, or where are the people ask showing up that I’m not involved in. This is a way to keep your eye on your competitors.
But among the things that STAT does well is it doesn’t just show you where you’re ranking, but what type of positions breaks down and where you should be thinking about rankings. I find, you might think about positions, particularly if you’ve been working in this area for a long time and you have in your mind the 10 links that we used to have forever ago, and that long gone. One of the things that is useful about using STAT rankings is you can figure out things that you should be pursuing other than, say, the written word, and I think that that’s something quite important again for entrepreneurs because a lot of us really enjoy reading things.

Video Transcription

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All that said, how can we use ranking results to find out our content strategy?
But one is that you can do this thing called information views. You can group. So you can do something called smart tags and say,”I want to tag everything which has a specific location name ”

Grouping keywords with Data Views

Opportunities — where are you not showing up?

Results are complicated enough to reveal searchers not only the content they want, but in the format they need it. Being able to spot searcher intent and interest based off of results can be a powerful driver of content strategy. As she describes her instruments and methods for developing a content strategy, in the Whiteboard Friday of this week, we warmly welcome Dana DiTomaso.
What I’m going to be talking about today is using STAT for content strategy. STAT, if you are not familiar with STAT Search Analytics, which is in my opinion the best ranking tool on the market and Moz is not paying me to say that, even though they did cover STAT, so now STAT is part of the Moz family of products. I really like STAT. I have been using it for quite a while. They are Canadian. That might or might not influence my decision.
Hi. Welcome to Whiteboard Friday. My name is Dana DiTomaso. I am partner and President of Kick Point, which is a digital marketing agency based way up in Edmonton, Alberta. Come visit.
Then we’ll also do locations. So we will say everything in Vancouver, group this . Everything in Winnipeg, group this together. Everything in Edmonton and Calgary and Toronto,

Locations


Maybe you’re watching this video. You’re reading the transcript. You might refer to the transcript later. A good deal of us are subscribers. Not a lot people are people that are visual, so we can forget things like video is truly popular, or people do prefer those areas packs or whatever it may be. Considering how Google has chosen to set up the search results and thinking outside yourself can allow you to drive better content to your customers’ and your own sites.
But from a customer’s perspective and a searcher’s perspective, they like them. I think we need to just make sure that we’re understanding where they may be showing up, and if we are playing by rules that are Google, people also ask isn’t necessarily going anywhere.

Which features are increasing/decreasing both overall and for you?

Again content strategy, but surely your SEO strategy. The issue is Twitter box, and this is something. Nobody is currently using Twitter. It is full of terrible people, and they tweet about politics all day. Except Google really wants to reveal more Twitter boxes, I never want to use it again. Do we have to start focusing our energies on Twitter?”
Maybe you left it and now it is back. You need to start thinking,”Does this matter for those keywords?” Then AMP. So this is something where AMP is truly tricky.
You only have to import for, and you can have a look at the view of all these keywords. But the issue is that there is so much data, when you’re looking at that set of keywords, that a whole lot of the helpful things can really get lost in the sound. By segmenting it down to a level that is very small, you can begin to understand that search for that certain kind of term and how you fit in versus your competition.
Group stuff together.

Characteristics (best, good, top, free, etc.)

You might get say a Yelp top 10 list. Or if you’re looking for”cheapest mover in Calgary,”again a different type of search result. By grouping your keywords together by features so, that determine the type of search results can influences those types of keywords can help you as well that Google is putting out there.

This is from a set for one of our customers. For are gains in places version 3, that’s the three pack of places. I did not see that coming. AMP is increasing. So that says to me, okay, so I want to make sure I’m considering places, and this is a client who does have a lot of offices.
So put give it some time, let it collect some data, then you get. I’m covering of what STAT does, just a tiny bit. Again, I wasn’t paid by them for this. But there. My favorite part is the SERP features.


Then the last thing is products/services. So we will take service and each product and group it together. One of the nice things about STAT is that you can do something called tags. So we can, say, figure out each keyword that has the term”best” in it and put it together. Then if we add more keywords after, that also have the term”best,”they automatically go into that keyword group. If you’re currently adding a great deal of keywords with time, it is really useful. I suggest starting by setting up.
Maybe it’s not someone you’d think of as a local customer. Why are there a lot more properties that are local popping up? Then you can dive in and say,”Okay, only show me the keywords that have places boxes” Then you can look at that and decide: Is it something where we haven’t thought about SEO that is local before, but it is something where searchers are currently thinking about local SEO? So Google is giving them three boxes that are local that are bunch, and perhaps we ought to start thinking about can we rank in that box, or is.
So what I like here is that in SERP features it will tell you which attributes are increasing and decreasing and what features are increasing and decreasing for you.
Then the thing can be attributes. This is stuff like best, good, top, free, cheap, all those different things that people use to explain your product, because those are definitely intent key terms, and often they will drive very different kinds of results than things you might consider as your mind phrases. They wish to show then people do not care about video the way that you thought they did if Google has determined that for these search phrases video isn’t a thing. Sorry. So that may be something in which you are thinking, well, perhaps we need to change the sort of content we create. Then the
You have to consider what that intent means that Google is going to present. What’s more AMP being shown?” If we consider moving our news or site or whatever you call it so that we could begin to appear for these search results in mobile? Is that something that Google is currently presenting ?

Build your content strategy around what searchers are looking for

Since you will see feature sets between desktop and mobile for these kinds of keywords one of the things I didn’t mention in the tagging is definitely look at desktop versus mobile. Mobile may have a very different intent for a sort of search. If you are a restaurant, as an instance, people might have intent that is different from maybe you’re lost, and you are standing next to it and I want a restaurant for instance.
All day we can get mad about AMP, if we be there, but how about instead? I know there are obviously issues with AMP, although I don’t need the comment section to become a whole AMP discussion. But if it’s being shown at the search results that searchers that should be finding you’re seeing and you are not there, that is definitely something you will need to think about for your content strategy and thinking,”Is AMP something that we need to pursue? Do we have to have more newsy content versus evergreen content?”
There were studies where it stated,”I used AMP, and I lost 70% of my visitors and everything was terrible.” But if that’s the case, why would we be seeing more AMP show up if it isn’t really something that people find helpful, particularly on search?

Desktop vs mobile

Historical data

Your content strategy is focused on articles that could be applicable for many years, when in reality your searchers are looking for stuff that’s relevant for them right now. So for example, things with movers, there is some sort of mover scandal. There’s always a mover who ended up locking it up forever and taking someone’s stuff, and they never gave it back. There’s always a story like that in the news.
Maybe that’s why it’s AMP. Maybe it was for instance, like a day for movers. Then you can see the decreases. Hence the reduction here is organic, which is that 10 links that are traditional. This new stuff that’s coming in, like Twitter, like AMP, places that are like is currently displacing a lot of the results that used to be there before.

What’s nice about STAT is that you can say”I wish to see results for the previous 7 days, 30 days, or 60 days.” Once you receive a year of data in there, you can look at the entire year and look at that trend and see is it a thing where we have to maybe rethink our video strategy? People don’t like video for these phrases. However, Google has access to more data than you do.

So instead you think if the results are not there, then I could be restricting, although I can do daily that is organic. Videos, by way of example it was really interesting for this particular customer because videos is a part of their content strategy, that videos is a decreasing SERP for them. If we see that videos are decreasing, then we could take a step back and say,”Is it decreasing from the key words that we care about? Why is it decreasing? Is it something where we believe that we can gain more? So the green shows you your percentage the black is everyone else, and that you own of this. Thinking realistically, you can’t own all of the time to 100% of the search results because that wouldn’t be allowed by Google. So instead thinking, what’s a thing? Are we topping out at the stage now where if we keep pushing on this we are going to have diminishing returns?

Share of voice is calculated based on your ranking and all of your competitors’ ranking and the number of clicks that you are expected to get based on your position.

Identify whether your articles efforts support what you’re seeing in STAT

Are we happy with how we are doing here? Maybe we will need to turn our attention like replies for example, to something else. This customer does well on areas. They own a lot of it. It’s maintain, watch, do not worry about it much anymore. When we’re considering content then that can drop off. We don’t necessarily have to keep writing post for things that are going to help us to rank in the places pack since it is not.