Post of the Week
Content
SERP Analysis: 10 Steps to Accurate Keyword Qualification (With Examples)
A super in-depth and practical framework for qualifying keyword opportunities by Robbie Richards 🔥
Tech
How to use machine learning (if you can’t code) to help your keyword research
This article by Andy Chadwick has gave me all sorts of crazy ideas for categorising keywords across a website. Using BigML, a freemium tool, he categorised 100k keywords in less than a few hours!
Case Study
How Low Can #1 Go? (2020 Edition)
This research by Dr. Pete Meyers and the Moz team is fascinating and supports the need to change how we track rankings as described in my Post of the Week. They shockingly found that over 16.6% of the searches they analysed in 2020 had #1 positions that were worse than the worst-case scenario in their research in 2013. Yikes. Adapt or die!
Processes & Frameworks
The agency triangle
Enjoyed this short article by Jono Alderson. Most conventional businesses are subject to the laws of the project management triangle; quality, time and cost but Jono also believes agencies and consultants have another triangle of compromises to contend with. Great read!
Tools
DeepCrawl Automator | SEO QA - Crawl Before You Run
Love this idea! Dev teams often don't tell you when or what they're deploying but what if there was a way of notifying you when SEO issues are found in their development environment. Well..meet Automator. A product by DeepCrawl that can even block the deployment system from pushing defective code to a live environment! 💡
Anomaly Detection: Easily identify significant irregularities in your search performance
Ryte has recently launched an anomaly detection report which sends email alerts if it spots significantl irregularities in your GSC data. The report also has some seriously good segmentation - you can view anomalies in data specific to a page or keyword. I'll be scheduling a demo!
I was genuinely spoilt for choice this week. So many epic articles, I had to add some to next week's issue!
The times they are a-changin'. Search results are drastically different from what they used to be. The proliferation of rich SERP features, and more prominent ad placements, have naturally pushed traditional organic links further down the page. We need to adapt.
My Post of the Week by Mike King has opened up the conversation for a better way to do things. A pragmatic view on how we should be tracking rankings in 2020, alongside a brilliant proof of concept.
Our reporting should evolve with Google. Don't measure like you did 5 years ago!
Andrew Charlton