I took a few extra steps to analyze our results:<\/strong><\/h2>\n\n- I took the top 100\u00a0queries (based on the number of impressions)\u00a0and added them to our HubSpot portal. I then pulled our ranking for each of those 100 keywords, which to no surprise wasn’t stellar, but on par with what I expected.<\/li>\n
- Next, I took a list of the keywords where we appear in the top 4 search results and compare that with the list of top 100 queries over the last 90 days.<\/li>\n
- What I learned was that we have 1 keyword phrase that appears in the top 100 queries it’s “mobile video ssp”.<\/li>\n
- We currently rank #2 for “mobile video ssp” and we only showed up 91 times in the past 90 days (just a hair over 1 per day). The search volume is pretty low for that phrase.<\/li>\n
- In the end, the words ‘mobile’, ‘ad’, and ‘video’ appear the most in the top 100 queries, each of them counted individually:\n
\n- mobile = 42 appearances<\/li>\n
- ad = 63 appearances<\/li>\n
- video = 33 appearance<\/li>\n<\/ul>\n<\/li>\n
- I broke down the top keyword phrases into two-word combinations to see if there were any hits in the top 100 queries and to my delight there were three winners.\n
\n- mobile video = 12 appearances<\/li>\n
- mobile ad = 22 appearances<\/li>\n
- video ad = 23 appearances<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n
Note: The data can be seen at the bottom of this page.<\/em><\/p>\nOptimizing Top Post Pages<\/strong><\/h1>\nRight now, AerServ sees more clicks on technical queries like “list of IAB categories” or “video autoplay on mobile”. As a first step, I’m optimizing the posts we rank highly for in the following ways:<\/p>\n
\n- Update the publish date to be a more recent date for the top traffic post (\/why-does-video-autoplay-on-mobile-devices-not-work\/)<\/li>\n
- Add new CTA’s and text links that drive back to our website<\/li>\n<\/ul>\n
When comparing 10\/16 – 10\/26 to the same period prior 10\/6 – 10\/15, we saw a substantial increase in impressions and clicks.<\/p>\n
![\"Screen](\"https:\/\/mikedrizzo.com\/wp-content\/uploads\/2018\/01\/screen-shot-2017-10-27-at-5-20-50-pm.png\")
<\/p>\n
I’ve now updated the \/mobile-device-identifiers\/ and \/brand-based-vs-performance-based-ads\/ posts with new dates and CTAs. We’ll see if the results are similar.<\/strong><\/p>\nTo further improve our SEO, we’ll need Pillar Pages…<\/strong><\/h1>\nPillar Page 101<\/strong><\/h2>\nA Pillar Page has 5 core elements:<\/p>\n
\n- Broad, not exhaustive content<\/li>\n
- Evergreen<\/li>\n
- Optimize for Questions<\/li>\n
- Update consistently when appropriate<\/li>\n
- Distribute Page Rank over time<\/li>\n<\/ol>\n
The new website<\/strong>\u00a0should\/will house our “Pillar Pages” that we want to rank for. By linking the high ranking blog posts to our pillar pages through specific phrases that are directly related to the page, we’ll help teach Google that we’re an authority on the keywords. It will see a high CTR on search queries that drive to our blog and ideally begin to crawl our pages for internal links (deep links) to our website content and other pages.<\/p>\nHere’s what a Pillar Page with Sub Topics might look, but we can explore improving this:<\/p>\n
How to think about Pillar Content<\/strong><\/h1>\nAccording to the HubSpot team: “A pillar page is the basis on which a topic cluster is built. A pillar page covers all aspects of the topic on a single page, with room for more in-depth reporting in more detailed cluster blog posts that hyperlink back to the pillar page. Pillar pages broadly cover a particular topic, and cluster content should address a specific keyword related to that topic in-depth.”\u00a0src<\/a>.<\/em><\/p>\n\n
- \n
- mobile = 42 appearances<\/li>\n
- ad = 63 appearances<\/li>\n
- video = 33 appearance<\/li>\n<\/ul>\n<\/li>\n
- I broke down the top keyword phrases into two-word combinations to see if there were any hits in the top 100 queries and to my delight there were three winners.\n
- \n
- mobile video = 12 appearances<\/li>\n
- mobile ad = 22 appearances<\/li>\n
- video ad = 23 appearances<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n
Note: The data can be seen at the bottom of this page.<\/em><\/p>\n
Optimizing Top Post Pages<\/strong><\/h1>\n
Right now, AerServ sees more clicks on technical queries like “list of IAB categories” or “video autoplay on mobile”. As a first step, I’m optimizing the posts we rank highly for in the following ways:<\/p>\n
- \n
- Update the publish date to be a more recent date for the top traffic post (\/why-does-video-autoplay-on-mobile-devices-not-work\/)<\/li>\n
- Add new CTA’s and text links that drive back to our website<\/li>\n<\/ul>\n
When comparing 10\/16 – 10\/26 to the same period prior 10\/6 – 10\/15, we saw a substantial increase in impressions and clicks.<\/p>\n
<\/p>\nI’ve now updated the \/mobile-device-identifiers\/ and \/brand-based-vs-performance-based-ads\/ posts with new dates and CTAs. We’ll see if the results are similar.<\/strong><\/p>\n
To further improve our SEO, we’ll need Pillar Pages…<\/strong><\/h1>\n
Pillar Page 101<\/strong><\/h2>\n
A Pillar Page has 5 core elements:<\/p>\n
- \n
- Broad, not exhaustive content<\/li>\n
- Evergreen<\/li>\n
- Optimize for Questions<\/li>\n
- Update consistently when appropriate<\/li>\n
- Distribute Page Rank over time<\/li>\n<\/ol>\n
The new website<\/strong>\u00a0should\/will house our “Pillar Pages” that we want to rank for. By linking the high ranking blog posts to our pillar pages through specific phrases that are directly related to the page, we’ll help teach Google that we’re an authority on the keywords. It will see a high CTR on search queries that drive to our blog and ideally begin to crawl our pages for internal links (deep links) to our website content and other pages.<\/p>\n
Here’s what a Pillar Page with Sub Topics might look, but we can explore improving this:<\/p>\n
How to think about Pillar Content<\/strong><\/h1>\n
According to the HubSpot team: “A pillar page is the basis on which a topic cluster is built. A pillar page covers all aspects of the topic on a single page, with room for more in-depth reporting in more detailed cluster blog posts that hyperlink back to the pillar page. Pillar pages broadly cover a particular topic, and cluster content should address a specific keyword related to that topic in-depth.”\u00a0src<\/a>.<\/em><\/p>\n
\n
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