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The Value of Content Upgrades

Most posts on the internet teach you how to create articles, but none really tell you how to take an existing article and turn it into a top ranking article on that topic. We have worked over the last few year to bring you this tutorial by running different tools and monitoring the success and the outcome from those tools. Today we will show you the tools that we believe are the best (and the ones our team uses) in order to get the most predictable outcome.

When we create sites and get content created we never really think too much about going back and fixing or changing the articles. We let it sit and hope it ranks well. Over the last few months, I have had my team at ContentRefined take some older sites, run it through MarketMuse, adjust the content and see how it does. The results have been great! I have found that sometimes if you have an article that’s not really moving in rankings, you add a bit more content and input some of the words Marketmuse suggests, you should be able to find your rankings improve over the next few weeks.

As always, whenever I find something really good, I love to share it with my audience so that they know how to do it too.

How Do We Do Content Upgrades?

There are several tools available that can help successfully upgrade content and provide more valuable and in-depth information. MarketMuse is one viable tool that is easy to use and provides you with a starting off point for what needs to be done.

Steps for Using MarketMuse

Step One: Sign into your MarketMuse account with your credentials and you will then be taken to the dashboard where you will see the Content Analyzer tab.

Step Two: Find the article that needs to be upgraded and copy and paste it into the box labeled Content. Type in the title of the article and then go above that and type in the focus for the content that MarketMuse will be analyzing.

When finished, click Analyze so that it can generate your results. The results will show several factors including the Content Depth Score, the Average Content Score Target, and the Best Content Score Target.

It is important that after the content upgrade, it is far beyond the Best Content Score Target. Otherwise more work will need to be done to get it to the place it needs to be for better results.

  • Remember, you are most likely going to have to increase the word count of the existing article to be sure that it is on the level it needs to be to compete with the other sites.

Step Three: Review the results and then thoroughly read the article from beginning to end. Pay attention to the quality of the writing, how valuable the information contained in the article is, and then look for basic grammar, sentence structure, and word choice.

  • The right-hand side of the report offers you related topics and keywords that you can plug into the article to improve the score. It also shows how many times that particular keyword was mentioned in the article.

Do not use keywords as fillers or try to place them where they do not belong. The keywords being used should make sense, fall into line with the article, and not clutter it up with unnecessary words and filler.

Step Four: After filling in some relevant keywords as described above, you can then begin to take a closer look at missing words and missing subjects. You will be able to see if there are any relevant topics or information that should be included that the previous writer of the article may have left out.

Step Five: Begin adding to the word count by covering the missing topics. Even adding just a small paragraph with four sentences to discuss a missing subject can help raise the content score of the article.

Step Six: Run the article through MarketMuse one more time to see what your revised score is after making all the edits, improvements, and additions, and you are ready to send it off.

MarketMuse is just one useful tool that can successfully help you upgrade the article. Another useful tool when working on content upgrades is Cognitive SEO.

REMEMBER – This isn’t about stuffing keywords but about adding valuable/useful topics to the article to help it meet the searchers intent.

What is CognitiveSEO?

CognitiveSEO is another online tool that is designed to help people manage their SEO programs and it has an easy to use and well-designed interface.

Much like MarketMuse, Cognitive SEO will also analyze the content and track the site when comparing it to competitors. It will help provide you with a better idea on why your website and content may not be ranking as high as it should be and why your competitors are rising above you in the ranks.

How to Use CognitiveSEO

CognitiveSEO will be able to provide you with the SEO tools you need to help improve and increase your traffic.

Step One: To get started, you will first need to sign in with the proper credentials on the sign in screen.

Step Two: Open the Keyword Tool and Content Assistant and then copy a keyword you have on your spreadsheet and paste it into the keyword tool and content assistant.

Step Three: You will then copy CognitiveSEO Keyword Difficulty and the Average Content Performance to a Google sheet. Then open the article URL in the first column of your Google sheet and copy the title to the title bar and then copy the article content and click Check Score.

Step Four: You are then able to copy the metrics that CognitiveSEO provides you back to your Google spreadsheet and then repeat the steps for the other keywords until you have eliminated all of your Check Score credits.

MarketMuse Versus CognitiveSEO

Each one of these useful tools provide you with what you need to upgrade an article so it rises in the ranks and does better than previously. Each program has different offerings to help with the process and it is up to the user to decide which one is more beneficial for what they are trying to accomplish.

MarketMuse and CognitiveSEO both offer insights into potential improvements that should be made. MarketMuse ranks high when it comes to ease of use, customer support, and overall cost.

MarketMuse helps the user improve search engine rankings with more on-site effort than it does with link building.

MarketMuse also utilizes an easy to read scoring system. When scoring content, it will provide a different color to share with the user regarding the score. Red is bad, yellow is okay but offers room for further improvement, and green is good and is aimed at raising the score as high as it can possibly get without using invaluable or filler content.

It also offers several related topics and keywords that you can use to add content to the article. This can be achieved by adding keywords into the current article and also by adding in an additional content section to cover a keyword or topic that had been missed previously.

CognitiveSEO is another tool that is useful in upgrading content. However, it is not strong when it comes to keyword research. Instead, they are more focused on link building that will help enhance the overall value of the site.

CognitiveSEO offers a wide range of backlink analysis tools to help with link building and the interface was designed to be easy to use. They also offer different SEO management tools to help track the current campaign and any progress that is being made.

CognitiveSEO is also helpful when it comes to tracking your competition and managing the smaller and more delicate details of SEO.

Therefore, you must decide if you want to focus more on keyword research while upgrading your content or would you find increased success if the focus shifted more toward creating stronger backlink tracking and analysis.

Case Study

As usual, we don’t suggest things without testing the results ourselves first. We had a site that was doing pretty good with traffic and was sitting on the second page/bottom of first page for a lot of quality keywords. So instead of getting a new article creating towards that keyword, we already took an article that was working and ranking well and just improved the content. We were then able to get many of those keywords into the top 3 spots of Google. Also, to be completely transparent, we pointed 10 Use My PBN posts from Lightningrank to those pages as well.

We are now currently executing this strategy amongst many of my other money sites and the return in value has been fantastic.

The Importance of SEO

Whichever program you choose, SEO will always remain an vital component when it comes to website traffic and ranking and the success of your site.

SEO is what attracts potential clients to your website and this is done through the use of important and relevant keywords and phrases that are able to rank highly in search engines. There is a lot of competition so it is important that you rise above and improve your scores.

Organic SEO is an investment that each company should make for some very specific reasons:

  1. SEO techniques are always going to work. Data will be pulled from organic traffic from Google recently and all the techniques you use will remain the same and will work to help you improve traffic and gain a better position.
  2. SEO is cost-effective and, in regard to online marketing and advertising, it is a smart step to take to provide a good ROI. SEO will always remain relevant when it comes to the online presence you have established and continue to maintain
  3. More and more people are beginning to check online reviews before making purchases and this number will only increase as the age of digital technology grows. It is important that SEO is used so your site is easier to find during a search so that your own customer base can increase
  4. Content is key when it comes to online marketing. If you are not able to offer high-quality and valuable content, then you will lose your audience. Upgrading the content is just one way you can refresh the content and be sure that it remains relevant and reliable. You want them to find your site for the answers, rather than your competitor’s sites.
  5. Finally, stay above your competition. Upgrading your content is a viable way to stay above the competition and rank higher. You will find greater success in the online marketing world if you have a solid SEO strategy in place. Do not find yourself stuck with little to no organic keyword data and traffic.

Final Thoughts

As you can see, the world of content marketing online is extremely competitive and upgrading your content is just the first line of defense when it comes to conquering the competition and being able to provide valuable, relevant, and fresh content for your audience.

Utilizing the right SEO tools when upgrading your content can lead to an easier and better way to track data for you or your competitors, can help build your SEO rankings in several different ways, can help improve the traffic going to your site, and can also help to improve your website. If you are interested in having a hands off approach to this, we offer this service through Content Refined. If you are interested you can book a call with our team and we would be happy to discuss your needs!

If you test this out I would love to know how your results went!

Long Overdue Update!

It has been too long!

Since 2012 I had been almost always posting once/week with the exception of a couple 1 month breaks.

It has been A LOT longer and this post is to communicate…

  • Where have I been?
  • How have my businesses faired with lack of time on them?
  • What to expect moving forward at AuthorityWebsiteIncome?
  • What has my focus now?

Where Have I Been?

My focus has been and continues to be on the project adbank.network where we have a real opportunity to cause some disruption to a giant problem!

The short version of what adbank does is it is an ad network build on the Ethereum blockchain that has payments transparently flow directly between advertiser and publisher with the middle mans cut finally being fully transparent!

If you are an advertiser or publisher you can test out the beta platform here – https://beta.adbank.network/

 

 

What is exciting is that many of the skills I have developed building my online businesses have been stretched executing on this project.

 

What does my focus mean for my online businesses?

They are going nowhere, I have always been focused on building the systems/procedures and teams to continue the execution of the businesses with as little involvement from myself as possible.

So for each of the business divisions here is how they have fared with me not spending much/any time thinking about them…

My Website Portfolio:

I have continued to let this business slide especially on the monetization side it has been the hardest hit by my lack of focus.

It is relatively easy to systematize the articles (ContentRefined) and links (LightningRank) for the sites but the hard part is monitoring the monetization. Some of the assets continue to do well and even grow despite my lack of focus while others completely fell off the map from an earnings standpoint. Sites that once made $1k-$3k/month with the same traffic now are making almost zero because of a handful of very fixable reasons… affiliate program no longer exists, links broken, advertising paused due to handful of reasons.

I don’t see a lot of focus getting out here with the exception of a couple I have handed off to managers to run including focusing on the monetization of those sites.

This is the benefit of the systematized approach where many systems held and despite me not putting any thought into my portfolio sites the content from ContentRefined and links from LightningRank kept coming.

 

Productized Service Businesses:

I am very proud of the managers on these businesses!

These businesses launched with the initial push from the AuthorityWebsiteIncome audience but without any support for the last months have continued to be strong performers.

Kelley at LightningRank plus another new business she launched off of nothing more then an email idea from me had their best months ever at the end of last year.

Maddie and ContentRefined has continued to grow bringing on additional staff in house and dialing in our ideal client (portfolio managers!)

 

Whats Next at AuthorityWebsiteIncome.com?

Only useful articles!

Right now there is a large team that is pushing hard every day to get sites to perform well in Google leveraging great content and links.

As we push on this basic concept there are a lot of interesting learnings.

So… we will be sharing as much useful/actionable information as we  can related to

 

What has my focus now?

The project adbank.network did a successful token sale and is now actively pushing on 3 primary fronts.

Tech:

The tech development is going very well with plenty of challenges. We have delivered a working beta platofrm on the main net 2 months after ICO.

In addition we have hired a brilliant PH.D. In computer science with a specialty in machine learning and are continuing to grow the team.

Acquisition:

A big part of our strategy is to seed the adoption of the disruptive technology by acquiring existing ad networks and converting them to the adbank platform.

Intellectual Property:

With a patent pending on the application of AI to leverage transactions that occur on a blockchain to fight digital ad fraud we hope to have a winning position in the market.

 

Summary

It has been the craziest project I have been a part of. Very proud of the team behind adbank as well as the team that has continued to grow the other businesses with a giant lack of support from me. They are all very inspiring people!

How Do We Manage Multiple Projects

I was at a great conference last weekend (RhodiumWeekend) and among other things one of the common questions that came up was about how do me and my team manage multiple projects.

What systems, management structure, incentivization plan etc do we use to have a handful of businesses running/growing simultaneously.

Let me first say that although I really enjoy the process of having multiple projects it may not be the optimal strategy for everyone. Continue reading

Content Refined – One Year Anniversary – Acquisition and Raising Prices

Just about a year ago I sent you the first email about Content Refined, the content marketing company Maddie Taylor and I founded off of the back of my own content creation process for my money site portfolio. Happy Birthday Content Refined!

The company started with a tiny production team; a manager, two writers and a publisher. Our goals were to hit $10k monthly recurring revenue within 6 months. We quickly realized that this was a really cute goal. In January 2017, we started growing at a rate of 10% per week! This didn’t stop until we hit a bit of a plateau in July and August, but it has picked back up since, due to a few different marketing efforts, finding our ideal clients and word of mouth sales.

 

What makes Content Refined different from any other content marketing company is that we are very Data Driven!

 

Our mission at Content Refined is to push the science of Content Marketing forward by creating online content that is optimized to rank on search engines. We do extensive data analysis tests on the effect of different metrics on the performance of our articles in Google. This includes analyzing keyword metrics, word length and the use of various Content Marketing tools. Our tests continue to refine our Content Marketing strategies that will help you – and your business – succeed online.

 

Content Refined has grown into an agency of 4 full time Project Managers, and about 60 contractors! We’re publishing about 170 quality articles on a weekly basis!

 

With this being said, we have added a lot of value to Content Refined over the last year…. we’ve improved our systems,

  • Built a team of reliable, professional, experienced writers,
  • Manipulated and crunched data to help your content rank,
  • Hired dedicated management teams to personalize your experience,
  • Invested in a ton of content marketing tools
  • Just completed our first technology focused acquisition ferzy.com

 

We have done all this, having only raised our prices once over the last year, keeping it budget friendly for our clients.

 

In addition over the next months we will be rolling out a custom backend client dashboard that will allow allow all our customers to know exactly the status of all their orders at any point.

 

Well… we’ve made the business decision that we are at the point where we need to raise our prices in order to keep up this level of intensity across the board.

On Tuesday, we will be officially raising our prices, so if you would like to be grandfathered in to our current pricing structure, check out the prices and order before Tuesday!

How Much of Your Money Do Ad Networks Take?

If you have a content based site and are earning from ads you have likely wondered how much of the cut are the advertiser networks you are working with taking?

In that search you likely had the same problem as we had… resulting in confusion about exactly how much the middle-man (ad-tech-tax) was!

To get to an approximate answer on how much the middle man takes you need to dive deep into the industry and understand.

 

How Do Ad Tech Companies and Ad Networks Make Money:

Networks gеnеrаtе revenue frоm thе ad іnvеntоrу they buу аnd ѕеll. These percent they take and margins they make vаrу оn a mасrо lеvеl frоm nеtwоrk to nеtwоrk, аnd оn a micro lеvеl frоm impression tо іmрrеѕѕіоn.

In an efficient market if they charge tоо muсh, advertisers wоn’t buy; if thеу сhаrgе tоо lіttlе, рublіѕhеrѕ wоn’t lеvеrаgе thе ad nеtwоrk (more on if it is an efficient market later).

Fоr аdvеrtіѕеrѕ, it’s іmроrtаnt tо keep іn mіnd whеthеr thе network іѕ passing оn this “margin” to thеm in thе fоrm оf ROI оr not. Do the саmраіgnѕ they run on thе network meet thеіr gоаlѕ? Whаt kіnd of dаtа аnd tесhnоlоgу dоеѕ thе network рrоvіdе to hеlр drіvе реrfоrmаnсе? More tіmеѕ than nоt, buуіng dіrесtlу frоm аll the рublіѕhеrѕ thаt the nеtwоrk works with wоuld nоt drіvе performance on par with thе nеtwоrk buу and would сrеаtе massive ореrаtіоnаl соѕtѕ thаt аrе еntіrеlу eliminated bу wоrkіng through thе nеtwоrk. Thіѕ is the value thаt the network раѕѕеѕ оn to аn аdvеrtіѕеr.

 

Is the Digital Advertising Ecosystem an Efficient Marketplace?

For a marketplace to be efficient there is a key central concept… is all information public?

Although not perfectly applicable to this marketplace knowing that an efficient marketplace requires transparency the digital advertising ecosystem definitely fails!

Have a look at the image below showing the complexity of the digital advertising system!

 

How Muсh Dо Outbrain, Tаbооlа and Adѕеnѕе Pау Publіѕhеrѕ?

Aссоrdіng tо a Fіnаnсіаl Tіmеѕ іntеrvіеw wіth Outbrain’s managing dіrесtоr іn Europe, thе nеtwоrk ѕhаrеѕ “about half” of any rеvеnuе gеnеrаtеd bу раrtnеr sites. Thе соѕt per click раіd іѕ said tо range frоm $0.15 to $0.30 whіlе click rаtеѕ аrе іn the nеіghbоrhооd of 0.50% tо 0.75%.

Uѕіng thоѕе (big) ranges, wе саn соmе up with ѕоmе revenue еѕtіmаtеѕ:

  • $0.15 CPC x 0.50% CTR x 50% rеvеnuе ѕhаrе = $0.37 реr thоuѕаnd pageviews tо publishers
  • $0.30 CPC x $0.75% CTR x 50% revenue ѕhаrе = $1.12 per thоuѕаnd раgеvіеwѕ to рublіѕhеrѕ

In оthеr wоrdѕ, mоѕt publishers will ѕее RPMѕ between $0.37 and $1.12 wіth Outbrаіn. Thаt trаnѕlаtеѕ іntо $370 tо $1,120 реr million pageviews, mеаnіng that уоu’ll need tо hаvе a рrеttу substantial audience in оrdеr to gеnеrаtе mеаnіngful revenue from these widgets.

Pеrfоrmаnсе dаtа оn Tаbооlа іѕ muсh harder to dіg uр; thе соmраnу dоеѕn’t ѕhаrе thе revenue splits іt offers, and dеtаіlѕ оn performance are sparse. But wе have a few dаtа роіntѕ:

  • Sеrvеѕ uр 1.5 bіllіоn rесоmmеndаtіоnѕ dаіlу, оr about 45 bіllіоn mоnthlу
  • Drіvеѕ 24 million unique vіѕіtѕ fоr аdvеrtіѕеrѕ
  • Rесеntlу crossed thе $100 mіllіоn revenue run rаtе

Thаt wоuld trаnѕlаtе into revenue реr сlісk (unіԛuе visits ѕеnt) оf about $0.35, which іѕ rоughlу іn lіnе with Outbrаіn (реrhарѕ a bіt hіghеr).  It also іmрlіеѕ a сlісk rate оf about 0.05% реr rесоmmеndаtіоn, which trаnѕlаtеѕ іntо 0.20% to 0.30% реr раgе (since the Tаbооlа wіdgеt оftеn іnсludеѕ multірlе rесоmmеndаtіоnѕ). Thаt gets us tо аbоut $1.00 in grоѕѕ RPM (і.е., $1.00 in tоtаl rеvеnuе gеnеrаtеd per thоuѕаnd раgеvіеwѕ) before tаkіng іntо account Tаbооlа’ѕ сut.

Hоw did Gооglе AdSense dеtеrmіnе the аmоunt уоu receive реr сlісk? Google also runѕ AdWоrdѕ, whісh is kіnd оf a mіrrоrеd ѕеrvісе tо AdSense. On AdWоrdѕ аdvеrtіѕеrѕ runnіng ѕhорѕ, ѕеrvісеѕ, or оthеr mаrkеtеrѕ сrеаtе ads аnd tell Gооglе tо рublіѕh thеm оn еіthеr the Gооglе search engine or іn the dіѕрlау nеtwоrk, ѕо аll wеbѕіtеѕ belonging tо the AdSense nеtwоrk. 68 реrсеnt оf thе amount an аdvеrtіѕеr рауѕ per сlісk on thеіr аdѕ on уоur ѕіtе is уоur іnсоmе. Thе rest іѕ Gооglе’ѕ commission fее.

This ѕtіll іѕn’t аll you nееd tо knоw аbоut hоw muсh AdSеnѕе pays уоu. Thе соѕtѕ per click are саlсulаtеd іn an auction. Evеrу аd thаt іѕ somehow in thе рооl tо роtеntіаllу bе dіѕрlауеd оn your wеbѕіtе takes part in іt. In thіѕ auction, іt іѕn’t juѕt thе hіghеѕt bidder thаt wins, but thе wіnnеr is аlѕо dеtеrmіnеd by his “quality”. Wіthоut gоіng deeper at this mоmеnt juѕt rеmеmbеr thаt Gооglе wіll ultіmаtеlу run some smart аlgоrіthmѕ thаt try tо gеt thе highest іnсоmе реr thоuѕаnd іmрrеѕѕіоnѕ (rеturn реr mille = RPM) fоr уоu (and them).

 

Will the Ad Delivery Ecosystem Become More Transparent?

Blосkсhаіn technology іѕ grеаt news for рublіѕhеrѕ and аdvеrtіѕеrѕ, bаd nеwѕ fоr middlemen.

Disrupting dіѕрlау аd nеtwоrkѕ.

Thе most ѕuссеѕѕful оf these сеntrаl authorities аrе Outbrаіn, Tаbооlа, Facebook аnd Google. Google mаkеѕ wеll over four bіllіоn dоllаrѕ a year frоm it’s Gооglе Dіѕрlау Nеtwоrk. This іѕ whеrе Google асtѕ аѕ a middle man bеtwееn website оwnеrѕ whо have traffic and advertisers whо wаnt clicks to their site.

If thеу trusted еасh оthеr and had the technology/market, the аdvеrtіѕеr аnd thе publisher wоuldn’t nееd Google аѕ аn іntеrmеdіаrу taking an often unknown ѕhаrе оf the revenue.

Why are ad networks needed?

  1. Trust Agent – Ad networks act as essentialy an escrow agent ensuring that advetisers wont stiff publishers.
  2. Market Maker & Ad Tech – Ad networks provide a central location with a large number of advertisers and publishers using standardized agreements and ad delivery technology to facilitate the advertiser-publisher connection.
  3. Help Fight Fraud – Over 50% of traffic online is bot traffic and a large amount of that traffic is used by fraudulant publishers to attempt to drive up traffic/clicks/revenue for their site. So one key function of ad networks is to attempt to fight click fraud.

In a perfect world… If еvеrу uѕеr is a genuine uѕеr wіth 100% ассurасу, the website owner is only сhаrgіng thе аdvеrtіѕеr for gеnuіnе clicks, the advertiser would always pay the publisher when they are supposed to, a central marketplace existed and ad tech to deliver the ad was simple to implement then there would be no need for a сеntrаl аuthоrіtу/middle mаn, ѕаvіng thеm both mоnеу.

Sо now уоu can ѕtаrt to see thе mаѕѕіvе implications blockchain hаѕ fоr thе wоrld оf digital marketing. Blockchain based ad networks cutting out the middle man represents the ѕаmе kind of thrеаt tо bіg tесh gіаntѕ аѕ bіtсоіn/cryptocurrency dоеѕ tо bіg bаnkѕ.

Find out more about how this technology will benefit advertisers and publishers – checkout the site and deck at adbank.network

Lеt’ѕ bе сlеаr though, thіѕ is good nеwѕ fоr аdvеrtіѕеrѕ and ѕіtе оwnеrѕ. Thеу gеt tо kеер mоrе оf the rеvеnuе for thеmѕеlvеѕ!