Over the last few months we have published a LOT of GREAT content for customers in all industries at ContentRefined.com
Wouldn’t it be amazing if we could say with statistically significant confidence what metrics an article needed to hit in order to perform well in Google?
See Inside Our Content Marketing Continuous Improvement Process!
We track a lot of data for every article we publish including date published, word count, marketmuse score, keyword difficulty scores and ultimately search position.
With all this data we had to analyze and boil it down to some actionable insights!
So in this post you will get to see the proprietary data from ContentRefined on how different metrics most impacted the current ranking position of an article.
Why Share All This Exclusive/Proprietary Data???…. Stupid Not To!
Honestly I am geek for this stuff and very very excited about the results so I am happy to share!
Plus… if you want to get the benefits of all these lessons we are learning you can signup to ContentRefined and have our team create optimized content for your site!
Questions I Will Try to Answer:
- What measurable content metrics impact the final search ranking of a product the most?
- How does the MarketMuse score correlate with SERPs?
- Do we have enough data to do some multi-variable regression analysis and say with x% confidence that if an article is ____ long with a Market Muse score over ____ trying to rank for a keyword with a competition score of under ___ it will be on the first page 90% of the time.
Data Analysis Method (unless you are a super-geek feel free to skip):
For the following analysis, we have configured MarketMuse Content Score, Ferzy Keyword Competition Score, SECockpit Keyword Competition Score, and SEMRush Keyword Competition Score into data sets for the keywords from each article written by the Content Refined process during the months of December 2017 to March 2017.
These data sets, based around the article keyword, are then taken and combined with the article Google Ranking (using SERPFox) to run a correlation analysis.
Finally data points that were outliers, not published or published within the last 30 days were removed.
The purpose of this analysis is to determine the strength and significance of each metric as it relates to the Google Search Rank for the target keyword. Knowing which combination of scores provides the best correlation about how well an article will rank can vastly improve our ability to produce articles that deliver marketing results!
Moving forward this will help us refine (pun intended) our content creation process as we focus on the metrics that will help predict an articles ability to perform.
This analysis will help us evolve from the “spray & pray” method of content marketing currently used and help us engineer the creation of content that delivers results!
Which Keyword Competition Score Provides the
A lot of keyword research tools provide an estimation on the Keyword Competitiveness / Difficulty / Competition score. But… which score is the best indicator that if the score shows it is easy to rank for the article you create for it actually ranks?
What Competition Score Is The Best Indicator Of Our Ability to Rank for a Specific Keyword?
Here is what our data showed when we compared 3 Keyword Competition scores to the final SERP of an article…
- SECockpit – My favorite keyword research tool had a weak Correlation of 32%
- SEMRush – My favorite site reverse engineering tool and also an okay free keyword research tool had a low correlation of 38%
- Ferzy – A new tool dedicated to analyzing all aspects of a keywords difficulty had the best correlation with a Moderate correlation of 45%
The numbers show SECockpit had the widest spread and was the worst at predicting the eventual ability of an article to rank for a given keyword.
The best was Ferzy with a Ferzy score of under 30 showing the ability of these articles to rank quickly!
Our Secret Weapon – Article Topical Depth Score vs SERP
The difficulty of the keyword is one very important metric clearly but what about the “quality” of the article in terms of the articles ability to rank?
We use MarketMuse for our own money sites and as part of the ContentRefined content creation process. We have found it very helpful as a guide for our already great writers to help them cover a topic in depth and not just superficially.
Think of it as a very powerful (and VERY expensive) Google Suggest tool that provides the topics that are relevant to the topic we are writing about.
What we wanted to see was how well would articles rank based on their MarketMuse score and was there any correlation?
Here are the results showing the MarketMuse score vs SERP for the data set of articles…
MarketMuse Correlation = -61%
Meaning – There is moderate to strong correlation saying that the higher the MarketMuse score is the more likely the article is going to rank well in Google.
Multi-Variable Regression Analysis
So what does the data reveal in terms of the magic combination of Competition Score, Market Muse Score and (some other magical metric) that results in 100% certainty you rank #1 every time?
Sadly no data combination gave us the statically significant confidence we felt comfortable reporting but here is one very interesting takeaway from the data…
Of the 9 articles included in the analysis that had a MarketMuse score greater than 40 and a Ferzy competition score of under 30 8 of the 9 (88%) ranked in the top 10!
If this holds when we get more and more data to analyze it is saying we have an almost 90% chance of ranking in the top 10 when we create a good article that covers a topic in depth (ie MM score over 40) and are going after a low competition keyword (Ferzy score of under 30).
Clearly, this sure looks like a sweet spot for where we want our articles to be positioned to have the highest chance of delivering predictable results!
Conclusion – How have our systems changed?
We aren’t done… as more and more articles are created we will track more and more data for us to crunch on. This ongoing analysis will continue to help us better define what articles will perform well in Google!
At ContentRefined.com we are continually trying to really really dial in our content marketing skills and deliver world class content but more than that we are a marketing first content agency focused on delivering results!
Moving forward we will work to aim at what looks to be a sweet spot for the articles we are creating whever possible…
- MarketMuse Score greater than 40
- Ferzy Keyword Competition Score less than 30
As we continue to refine our process we will continue to add requirements to our articles and costs to our process so we continue to deliver articles with a higher confidence of being able to rank and deliver results!
As a result of continuing to improve our process, we will be raising our prices in the very near future at ContentRefined.
NOTE – All existing and new clients, in the very near future, will lock in the current lower prices but will receive the benefits of our continually improving process!