WriterAccess Webinar Archive
Content Marketing Just Got Easy
Thursday, June 27, 2013 – 1:00 PM ET
Creating a steady stream of great content that's optimized for readers AND the search engines takes a lot of work and a lot of time. Until now.
Join host Byron White and guest Mike Roberts, SpyFu founder and President, announcing a new, all-in-one content marketing platform at WriterAccess that does in minutes what would take you hours or days. Imagine access to 6,000+ professional writers, terabytes of performance data, and content marketing tools all in one place. Mike and Byron will unleash this collaborative content analytics toolkit in this Webinar.
In this Webinar, you'll learn how to...
- Latest SEO and Content Methodology and Tips
- Link to Webinar Recording and Deck Download
- Exclusive Access to Beta test the Technology
- SpyFu 60-Day Trial to Power-Up the Analytics
The slidedeck from this webinar is available for download.
Byron: Welcome everyone, my name is Byron White, glad to have you in today's 42nd content marketing webinar. Pleasure to be here with an overview of some new content analytics software that we have developed in conjunction with Mike Roberts at SpyFu. Mike, are you there?
Byron: So, good to have you back, Mike.
Mike: Today is really exciting, today is a really great day.
Byron: We're hoping to change and advance the content marketing revolution in a new direction, so we're really excited about today. And some of the announcements and some things that Mike and I have been working hard on. So without further ado, I want to tell you about today's presentation, we're going to go ahead and go through my deck here fairly quickly, I can assure you. And it will explain what we've done and why we've done it. We're then going to dive into the actual new content analytics feature of WriterAccess and take a look at it, and Mike then has put together a presentation as well that will talk a little bit about how he's empowered his company to use the technology, and then talk a little bit about why we think this is really exciting and get crazy and interactive and field some questions.
I would encourage everybody to ask questions using the question format where you just pound in a question. And while Mike's talking and going through his stack, I'll start queueing up all the questions and answering as many as I can, live to you. But, we really want to have a lot of questions at the end of this, so we're really hoping you'll fire some questions at us. I'd like to only talk, you know, Mike and I, for maybe 30, 40 minutes tops, and then leave 20 minutes for questions. So, that's the agenda and without further ado, let's dive in and take a look. So, we've already introduced ourselves, we'll move right along. My name is Byron White and Mike you know. What we're going to talk about today is really having people understand… First of all, what is content analytics and how…why is it important and how will it help me?
Next, we're going to have some news, of course. We've launched a content analytics technology and software inside of the WriterAccess platform and then we're going to take a live demo of the content analytics tool and then Mike's going to chime in and go through a cool deck as well, and chat. So, let's see, without further ado, if we sort of describe what content analytics is I would describe it as technology that helps us make better decisions on what to write about, which keywords to use, what the hot topics are, and how to prepare content for SEO, appealing to the search engines as well as readers. And, of course, how to track the impact and the performance of things that you published, to learn from that performance, to learn what worked and what didn't work, and typically content analytics, if you will, fits into about four of the six parts, if you will, of the content marketing workflow.
Obviously, it fits into planning, doing keyword research and trying to find out what matters from an SEO perspective, what keywords you should be using, what you should be writing about, talking about, and what keys you should be using in that. With content creation, you have to at the end of the day give keywords to your writers to create all this great optimized content. And, of course, that content needs to be optimized not just with the keywords in it, but with a link strategy and appropriate H1 tags and lots of other elements in link building and tagging of content and all kinds of fun stuff. And then, of course, content analytics fits in with the performance side of it, how did my content perform, did it improve my traffic, did it improve my listing positions. So, all of that is really centered around content analytics and it's pretty surprising to me that there aren't any really content analytics tools out there that sort of fit across this whole platform. And that's really what Mike and I have taken on.
So, let's talk about content planning for a minute. You know, typically a content plan, as it's often referred to in the content marketing world, when you're putting together a content plan, you need to go research often tens of thousands of keywords, and then you need to, you know, eliminate the duplicates and get rid of irrelevant content that you would probably never write content about, misspellings and other words that are just not worth chasing in the search engines. And at the day, you filter all of these keywords down, make decisions looking at tons of data, like search volume and pay-per-click price, the difficulty to achieve top lists and all this cool stuff. And SpyFu makes it really easy to do this keyword research, which is one reason Mike and I connected many years ago. Arden started talking about his analytical world and my creation world, and how they really need to be tightly hung together.
So, typically, you do this great research and SpyFu, and you can click an Excel button and it'll download all the keywords your competitors are going after, all the keywords that is finding it, that you're driving traffic from, it's pretty amazing what Mike's data crunching is doing over there. But, you download all this data into an Excel spreadsheet, and then you try to use Excel spreadsheets that delete certain keywords. It's very tedious, it's a pain in the neck but it has to be done, it's necessary. And then you give these keywords to your writers to include in orders, and here's a sneak peek at a keyword bucket created using our content analytics tool over where you actually place orders at WriterAccess, and you can drag-and-drop these keywords and put in required keywords. So, that's sort of what happens. You do this keyword search, you've got to give the right keywords to the writers, you know, sometimes you do that with Excel spreadsheets or maybe at WriterAccess you load it in. But, then there's this content performance measurement nightmare. You know, like what weapon do we choose here to tell us what's going on? What research tools do we use? How do we measure performance? It's hard to do, and it takes a lot of work and a lot of time. So what we're trying to do is to say, let's really take a close look at what's happening here.
The first step in all of this is, I really wanted to go…when we began looking at all of this, I said, let's really go take a look at what our customers are doing at WriterAccess. Are they ordering, you know, what kind of orders, standard, premium, crowd? We're one of the few platforms that allow people to order what I call real content. You know, white papers, high-end content, content that takes a high-caliber writer with experience and proficiency. That's content that maybe isn't so SEO driven, but we certainly offer a lot of that. And surprisingly, that's a big chunk of our work right now. But most of our orders are standard orders and then we said, okay. You know, how… Is our problem the WriterAccess new revision request? Do we know enough good writers? In fact, most orders go through almost a 90 percent success rate, without any revisions, which is pretty interesting. And then we said, okay, how are our customers finding writers? That's pretty key and we just offered this new recommendation service, which is interesting. And we're finding a lot of customers now, are reaching out to us, saying, hey, you guys have the expertise, can you find these writers that know SEO or know my topic area, whatever the case may be.
But the big thing we looked at and we discovered is, there is still a pretty high percentage of orders going through our platform that have SEO requirements, about 55 percent. And surprisingly, 29 percent have both optional and required keywords, which is interesting. And 22 percent have required only, and four percent optional only. So, about 55 percent of our orders have SEO in them, which brings Mike and I together to say, look, is there any way that we can make content planning, and optimization, and performance measurement easy, and all in one platform? And the answer to that, as of today, is yes, we can. And here's a quick screenshot of our new content analytics dashboard, if you will, which begins to show you some important things. And I'm going to talk about them when we get there. But at the end of the day, what we really wanted to make it for people is, number one, easy to set up; and number two, as free as possible; and number three, simple to use. And simple to take action on and, you know, driving everybody to you as all this analytics for one simple reason, to quickly find the keywords that you want to use for upcoming content projects. So you're sure that all the content you're creating is optimized. So it then performs for you, so that's the goal.
So, that's the goal, that's the vision that we're trying to do with those variables in mind. So, basically in seconds once you set up content analytics, you can quickly find and save the best keywords for optimization. And I'm going to show this to you inside that platform, but here you can see you're pulling data in that's powered by SpyFu, you've loaded in all your keywords and you're set up… here you can see pay-per-click price and the search volume for all the keywords via SpyFu and you're also getting monthly SERP tracking, Search Engine Result Position tracking, and not only Google but Yahoo and Bing as well. And then we're crunching how much… what the trends are, moving up in the search engines. If you all of a sudden leaped into a top 10 position, or whatever the position is in the top 100, we want you to know that because that might trigger you to want to use those keywords that are trending upwards into the next content batch. But what we're also telling you is how much content you've created using that keyword phrase. Because again, you've loaded up your keyword assets and you've loaded up your keywords. We cannot tell you, what have you used? How can we help guide you to areas where it needs some work?
So, the net of it is, you can find and save the best keywords, and sort of hit the plus button, add button, and it drops it over into this keyword bucket you created. You start to get the idea of it now. But, in minutes you can also see, you know, what's been published. We have integration in with WordPress and Facebook and Twitter. You can also load up content on this on your own, and the net of it is, you can start seeing what you've published, and page through this, click on that little eye button, and quickly learn… you can actually see the post, and the images that were attached to the post, and all the keywords, all these eight keywords that you see in the first line item here. You can see those keywords that you used in that particular post. And then when you save all these keywords, and you save them in buckets, you can then access those buckets in the actual place where you place orders in WriterAccess. So, what we're really doing for everybody, hopefully, is making optimization easy, making performance measurement easy and bundling this all together. And the big charts, the big four we call them, are how much content have I published?
And both on my blog, to my WordPress blog, or any content you've published, if you want to load your content in. And we then have the ability to look at integration into Facebook and Twitter, to actually pull from Facebook and Twitter all of your social media posts. You posted on those two platforms, and we can then have integration with Google analytics, so we can see how my traffic has been approved, to improving or declining, we can talk about that in a second. And then you can take a look at your listing positions, of how they've improved or declined, and hopefully, they've improved. So we're showing you performance, we're pulling it all together and we've figured out a way for you to get it basically for free. So, it takes about five minutes to set it up, you're going to go load your keywords in, you're going to add in your competition, you're going to hook in your Google analytics account, and you're going to set up a SpyFu account, which I'll talk about in a second, with Mike. You then can integrate in with WordPress, Twitter and Facebook, and that's it. And all you're doing is you're putting in your analytics, or Twitter or Facebook information, and your username and your password, and our technology is going in and pulling this all in.
So you can start to analyze what you've published and what keywords you've used in that content, so you can take a look at performance. So Mike and I huddled together and said okay, we want people to experience this, but I think they're going to understand that if they want monthly SERP tracking, if they want to track the performance, there is a cost for that. So Mike has graced us with a 60-day trial on all this, so you can load him up to 1,000 keywords for 60 days. We're going to give you all the data and suck that in, and hopefully you're going to love it, and see how easy it makes things for you. But there is a cost to this so… But that's the only part of it when you look at everything else as part of this. The tool itself, we're not charging for. The plug-ins to your other analytics account, no fees there. The only cost is getting that performance data, which is critical and really makes the whole thing work. So you can get content analytics, if you go to WriterAccess right now, you can see the content analytics, there's a whole tab up there now that explains what I've just talked about and you can see also something quite interesting. We're opening up the floodgates to WriterAccess, so anybody can sign up for the free account for WriterAccess, which is exciting.
And for everybody that's tuned in to this webinar, fear not, you'll be getting a free copy of my PDF book. It was so funny, I was excited to announce this in the webinar, and I got, like, lots of e-mail saying, when do I get the book, I didn't get the book, I signed up for the webinar. So, thanks for your interest in the webinar. But without further ado, I want to go just take one quick peek, and actually open this up to Mike and introduce Mike to the audience here. Mike, hello.
Mike: So some pretty exciting stuff. One thing I wanted to note there is that I think that when you say monthly charges, you mean weekly, I think we're actually tracking those keywords every week.
Byron: Got it. So we're displaying… yeah, you know, there's more data crunching than the world has ever known if they were ever to see what's happening over at SpyFu… but we're going to be reporting in monthly data, Mike, just so you know, over in content analytics. I would think, although that's interesting, I haven't thought about that. Maybe that should be weekly, yeah, I guess it's weekly. Okay, have at it, why not? Right? I guess.
Mike: Yeah, yeah. In any case, once you go over to SpyFu, you can see it weekly and you don't necessarily have to make that change on your side.
Byron: Let's dive in and…
Mike: But your data would be updated on a weekly basis.
Byron: Cool, awesome. So let's go in to the actual data point that Mike was talking about and go look at some of this data real quick. I just want to sort of give everybody a quick two-second tour for a couple of minutes and then I'm going to turn things over to Mike.
Mike: Take your time, this is the good stuff here, the demo.
Byron: This off, okay. All right, cool.
Mike: So it looks like you've got a trending…
Byron: Ok, cool. So, let me first go to WriterAccess. So everyone's logged into WriterAccess right now. Let's say you're looking at, wow, where is this content analytics? So, there's a button up top here that says content analytics and it brings you over into your content analytics world. You'll see there's a little widget that you can go through that will get you set up very quickly, and I would suggest that it takes about five minutes to set things up including SpyFu, which is really just putting in your e-mail address and you're getting a 60-day free account. So it's simple, it's fast, it's super easy. Mike and I have worked really closely together in developing all this stuff, so I can't thank Mike enough for all of his support in all of this. But one of the key decisions Mike and I made with regards to SpyFu was, we wanted WriterAccess customers to just sign up for this, fast and easy right from the account balances they have. So, you don't need to go anywhere or do anything, everything is really at your fingertips, you're just really plugging data in and saying, hey, give me access to WordPress, or Twitter, or Facebook or yeah, I want to try this SpyFu thing.
So, it's super simple to sign up, once things are set up, all these charts rather quickly populate with data. And some of the data we're going to go into… there's really not a lot to see, we really tried to strip this down and made it quite simple. The first thing you're doing is, you're hunting for keywords, you want to see how your keywords are performing. And Mike's providing some global positions for us here that allow us to very quickly see how are we're trending in the search engines, what's trending up, what's trending down. I can go look at search volume statistics very quickly, I can go look at pay-per-click prices quickly, I can go look at how many content assets I've created using various keywords in my profile, and I can find keywords using this data very quickly, and I can add those keywords to buckets. Keyword buckets are really the key part of what content analytics is all about. We want you to be able to bounce around from all your different keyword buckets and create new keyword buckets if you want. We want you to be able to clone certain keyword buckets or rename them or delete them, So the action, if you will, is really over here in keyword buckets.
You're doing your research and looking at diving into the data in a lot of different ways and you can you can go look, for example, if your traffic trends, if you want it pulled in from Google analytics and go look at your top-performing traffic keywords that were driven to your website and look at how many assets you've created on those assets and make decisions to add certain keywords to your buckets. You know, that's really what you want to do with studying your keywords, we've also built what we call a scoring device, that sort of triangulates some data and gives you our recommendations on which keywords we think you should go after, based upon the performance. And there's… we can get into an explanation about that, but the net of it is, we look at certainly what the pay-per-click price and the search volume is, but we're also looking at how many assets you've created already for that particular keyword phrase and its trends with your improved listing positions. So, if you're trending upward and you don't have a lot of keyword assets created, and it's got a high search volume you'd want to know that. So, we're trying to build in some scoring methodologies to guide you to the right keywords to use for content creation projects. So, that's how things…
Mike: When you're building…
Byron: Yeah, please.
Mike: When you're building these buckets, right? How is it that you're using the buckets when you're creating an actual article?
Byron: Awesome. So, you click back on WriterAccess and you go to place an order. And you fill out that groovy new order form we've just created, and you see magically when it comes down to the area where you put in the required keywords and you can grab any of your buckets. So, here's that content analytics webinar bucket that I created a second ago and you just choose to grab these keywords and drop them in. So, you're scattering…
Mike: This is brilliant, right? Because you're… by just having this bucket right there. I mean, ultimately, you can do your keyword research, and then… By the way, you'll be able to do your keyword research over on SpyFu and get the stuff over into keyword buckets over here, but you know now, like when you're creating your content, you can just choose those keywords right there on the interface and it's like… that's just like a ridiculous amount of time savings and productivity creation I think, that's awesome.
Byron: Thanks, and thank yourself too while you're in the thanking mode because you're making this possible. So, yes, back to analytics, you get everyone sort of getting a feel for the keyword aspect of it but here's some other fun stuff related to content. So, you know, when you're out brainstorming with content or you're trying to figure out… I can't remember what I published, you know, but it's like, and I can't remember if it was optimized or not. So, you know, this is a really quick way you can… first of all, you can load in the content that you've published in the past if you want. There's a way to do that, or if you are plugged into WordPress, and you're using WordPress with the API integration. Well, that will actually pull all of your past posts right into this platform. So, it's just boom, it just starts right in, and you can start seeing what's going on. So, if I want to go back to April and look at my content assets that I've created. It's starting to keep track for me for all the keywords that I've used, and I can go in and look at any of these content assets and actually see them and start seeing some data on the keywords that I've used. So, we're trying to bring as much information in front of you as we can to make decisions with what to write about and what's going on. We do the same with your social posts.
Mike: Can you say that again? Go back to that, can you click on that, those keywords are right in that view. Can you click on that thing? Can you scroll down? The keywords are right there, right?
Byron: Right on.
Mike: That's all that data. That's awesome. Right next to the content. That's perfect. I never saw that. I haven't seen that part. Pretty cool.
Byron: Yeah. The other thing you can do, check this out, I can click on 13 here, and it opens it up and shows me all those keywords. Okay, so I can look at search volume, and I can add those over to my bucket. So, I can say, hey, we have some success with some keywords, like ghost writing, ghostwriter service. That's actually really important. I'm 34, I want to pound that this month, right? So, forget these keywords, I want to go after that keyword, and I wrote… I've only written that… I haven't written that many posts about that particular keyword phrase. So, I've got to jump on that, as a matter of fact, we should add the column in here now that I'm thinking about it, as far as how many content assets we created for each of these keywords, because it's right in your face right there. And it's a good place to put it. So, you know that's really… there's really a science to this. I think that's the important thing for everyone to realize here, you know.
Optimization shouldn't be hard, it shouldn't be working with spreadsheets, it shouldn't be working with pure data around you. It should be working within the content platform and that's really what we've tried to do, and it is pretty exciting if you think about it, everybody, because there really isn't anything like this out there. I mean, I challenge anybody to mention a platform out there that's bringing analytics and the content creation right into one piece. You know, everybody knows of… sure there's Kapost and other platforms, but no one's gotten close to this and it is pretty cool stuff. All right, so believe it or not, that's the demonstration. We've made it simple to use. We've got some exciting reports coming up, we're working with Mike on that, he's got some killer reports like the recon report. We're going to try to develop some new content reports over in content analytics that sort of, show you a little bit about how your content is performing and what impact it's having and steering you in the right direction with recommendations on which keywords you should use in your next order. So, we're doing some really cool stuff. But without further ado, I want to get Mike in the loop here big time—so Mike, over you.
Mike: Awesome. That's super exciting and I'm basically going to talk to you guys about… I'm going to show you my screen now. Basically, I'm just going to introduce myself. Obviously, I'm Mike Roberts of SpyFu and I'm going to talk to you about…basically, where we pick up when you create an account here, the content analytics site on WriterAccess. You're effectively using SpyFu to track the positions of these keywords. The other stuff that you get is actually a full, all-you-can-eat SpyFu subscription and this is really a relatively seamless platform because you can do keyword research in SpyFu as you may know, and then integrate that content, integrate your keyword back into WriterAccess so you can create content. On the flipside, all the keyword tracking of all your keyword buckets that you use on WriterAccess will then show up in SpyFu and there's a few additional things you can do, a little additional value that we're going to add. So, I'm going to cover those integration points, and then I'm going to give you a couple of case studies, or examples, of how you can use SpyFu to help you identify the content to write.
I feel like… Byron really solved this problem of building a content army for you, so that you can make 1,000 articles in a week if you like. Instead of…you know, two, or, I don't know. If it were me, I'd be able to write like one article a week, but using a process you can really build out any niche that you want really quickly, or build content, like for your actual blog, depending on, you know, what you're doing, if you want to build stuff for your real branded company, or if you want to sort of build out niches and then direct traffic. I'm going to kind of show you both ways, going about that. And I'm experimenting with a bit of a new format. I don't really like having to go from slides to demo. I feel like people like… The feedback I've gotten is that basically demos are better, you want the actual navigation, so, I'm going to do pretty much all this stuff live on the site. Real quickly, let me tell you what SpyFu is in case you're not familiar with it. SpyFu, you can type in any domain name and see every keyword that they've ever bought on Google, every ad variation that they've ever run over the last six years. And, most importantly for this webinar, most every organic ranking they have, every organic queue that they have and every ranking that they've had anytime over the last six years. We also have SEO reports that we've designed for selling SEO. They're designed to first get your customers and then to retain them. We position them specifically from a sales perspective; we only tell your customers good things. It's sort of our spin on SEO reports, so that's…
Byron: Hey, Mike, one quick question for you. We had a question that somebody asked, coincidentally as you were talking right there and it said, how do you know what keywords I should target, right? And one of the things people really need to understand is the true inner gospel and brilliance of SpyFu, is that with one click of a button you can export all of the keywords your competitors are going after, and all the organic keywords your competitors are driving traffic from the search engines. That is so consequential and such a massive time saver. The answer to that person's question, Christian's question, is exactly that. You know what keywords to go after because you have research tools like this that quickly tell you what your competitors are going after. You still have to make decisions as to which ones you want to go after, but that's really more of a subjective decision saying we want to target these, the reason is it's because they have high search volume, because they are now a high pay-per-click price or because we think we can create great content around these and quickly capture top search engines, right? But you need the data, you make the decisions based on the data. Once you make those decisions using SpyFu, sucking keywords out of Excel, and then you just drag-and-drop amid the content analytics, and then the rest is easy because you can see the performance of what's going on all the time. But you still need to make a subjective decision but you use SpyFu to find those keywords. Sorry, I just wanted to say that.
Mike: Yeah, yeah, no problem. I'm actually going to go through and… We use two different ways to choose the right keywords, you know to, that's sort of… I mean, it kind of drives the content a little bit, but ultimately the keywords are representative of what people are searching for, and how much value those searches have, and… I mean really, keywords are kind of interesting, sort of meta saying, but anyway… I'll actually go into that quite a bit because that's pretty much what we do. And we've got the… And obviously you can download an entire domain set of keywords, but you can also drill into, like their blog or, you know, actually literally any article and see which keywords that article ranked on. And in addition, you know, when you're selecting the content of, sort of, to sort of emulate… You can look at the social metrics. All of that stuff's on SpyFu… Well, let me just go into it, okay? So, when you add these keywords to WriterAccess in those buckets, right? Byron was showing you that platform, you add in keyword buckets. Those all show up here under SpyFu, under weekly ranking, so if I were to create a set of buckets, ad words, pay-per-click, keywords etc.
All of those show up right here, and that's under this tab that you see at the top of SpyFu here, through this navigation, okay? Now I've got all these windows preloaded because sometimes go to webinar messes up my Internet connection, and things just get weird, and slow down and sometimes don't load. But, I'll try to do some of this stuff live, and so, I would just drill into, let's say, the keyword is one of ours… Let me drill into ad words here. So, I get in here and what you see is all the keywords, and you can click on any one of these, you can see its entire history… Oops, that's an extra cache page. Well, actually, that one's not available apparently. You click on this, and it pulls up all of that history, so I've been tracking that one for quite a while. Not a lot of moving on it, we're pretty much sitting in a pretty good spot on that particular keyword. Let's see if I can find one that's got some movement. History of keywords, maybe. So you see that you've got Yahoo and Bing, and so that's where those things show up. Now you see here that you can also share these, all these rankings.
Now, what'll happen is, you can send the customer the keywords or anybody internally, and they don't actually even have to deal with login to SpyFu in order to view this page. So, it's handy and you can send this right out to your customers and look at it any time at their leisure. You can also, if you want to integrate this into your month-end reports or whatever. We have a printable version and a PDF version of this, and it's not just this data, not this high-level data, but we give you the entire thing. So, each individual keyword in the details, and the rankings and all of those, okay? So, pretty straightforward but also… so, but this is kind of the nuts and the bolts of the tracking your keyword ranking. So, let's see. Oh, one other thing here in terms of the integration points is that this is one of the keywords that I saw Byron had up, ghostwriter. So, we can drill into this keyword, and you'll see that any of these keywords that you'll find in this related keyword area… or actually, up here you can just add that to your SERP tracker, select your domain… So, we can put this into SpyFu or I could put it under WriterAccess, which would actually make a little more sense. So I've got Byron's group and I've got two groups, report form one and report form two. Because as it turns out, we've run recon reports per Byron, and so I can run it right there and start tracking it live.
You can do that anywhere you see this track SERP thing. So, any of these add buttons will be the same thing, you can add it to those reports, and that stuff will end of showing up in your WriterAccess buckets, right? Because these are exactly one to one mapped. You can create new buckets here, and those new buckets will show up in WriterAccess. So, that's a pretty cool integration point, right? You can use SpyFu for exactly what SpyFu does; doing a keyword research and identifying the right articles for you to write, and then take that and seamlessly integrate it back into WriterAccess, and you don't lose anything inside of SpyFu, you're still tracking it in SpyFu, you can use those client reports. Everything works seamlessly, it's just added value.
Another way you can actually put data into WriterAccess is like when you're browsing an actual domain. So, here we are looking at WriterAccess; in fact, we could even drill into an individual WriterAccess post, and we can look at, okay...here's the ranking on each of these keywords. Here is the actual ranking difficulty of those keywords, here's the cost-per-click if they had to buy it on Google, ad words, the number of estimated clicks that they're getting from this position, and then ultimately the total value, right? Our estimated total value of…per month of that article. So, we can just take this keyword if you want to, like, emulate this keyword, add it right back into WriterAccess. And remember, you actually have to have a… You don't actually have to select WriterAccess. I can do this for SpyFu, select my keyword, ad words, the keyword and run this way, right? Ok, so those are your integration points, and there's actually many of those. If you go under keyword smart search, if you go under…let's see, keyword grouping, various places, you'll find SERP tracker, track button and you can add in keywords, back into WriterAccess, so it's a pretty seamless integration. I don't know if Byron has even seen that yet. You haven't seen that yet, have you Byron? Are you there?
Byron: I have not. Yeah, I had muted my cell, so when I spill my glass of water you won't hear it, although that hasn't happened yet. But, yeah, I had not seen that yet.
Mike: I'm going to walk you through a case, actually, do a few quick case studies. I'll kind of breeze through these pretty quickly because, you know, we're kind of… I want to make it so that we have at least 15 minutes here. But, I want to give you two good, solid angles to figure out which content to write. And basically, it goes back to that first question about, you know, which keyword to use and which content. And ultimately, by proxy, which content to write. So, one of my… you know, a quick example here is, you know, let’s say that I just want to, like, find a niche, right? And just to start, I'll look at, you know, who the biggest ad word spenders are, to kind of narrow down a niche, and obviously education is a big sector. Turns out that they spend on Google ad words alone about $1.1 million a day, $350 million a year, just on ad words. So, interesting space,
I look in here, so okay, some of these guys, Classes USA, Education Connection, I've seen Education Connection ads on TV. They're not actual educational institutions, right? So, it's kind of an interesting thing, they must be doing something else. and it turns out that they're doing purely lead gen for, you know, for like Devry and Phoenix, the University of Phoenix and so on. Actually, those two probably have a lot of their own lead gen built out, but whatever. They're doing lead gen for various things. So, I go in and I look at this site, which is like a $100 million a year business. I'm like, Shannon Doherty has this crappy picture, and like, I don't know what this is, this is like something, so like, this isn't rocket surgery, right? I can maybe pull this off, right? And then I look at this other one, Classes USA, but literally you can Clipart… I just feel like I should destroy them somehow, right? So, I go in and I had start drilling into this, looking at Classes USA…
What I would've done here, would have been to type in ClassesUSA.com into SpyFu, I drill in to add history, and what I'm seeing here is their most profitable keywords. Now, I know that Classes USA, just by looking at this here is getting almost on… you see the green on this? There is zero green, green would be the organic clicks per day. They're generating all of their hundred million dollars a year in revenue by doing pay-per-click advertising, okay? They're driving all of their… I'm sorry, they're not driving all of their ads using pay-per-click advertising, they're doing a bunch of advertising, but they're not doing anything with organic. So, I kind of want to build some content that can compete with them and take a piece of that pie, right? I look at what they're doing here, and I look at grants and I type grants in here to zoom in to find, like, something more like a niche and… The reason I chose grant, by the way, is because it just sort of stood out to me and looked kind of interesting, and then I look through here, and I'm like, okay, college grants, that's sort of broad, going to be kind of broad, then I look in here… Oh, that's grants for single mothers. That's kind of specific, single mother grants. So, maybe I'll click single mother grants here, and that will take me over to the actual keyword page.
So, here, I look at it, and it's like, a good 1,200 searches per month, six dollars and 65 cents. You know, a pretty decent keyword, something that I could build a piece of content around. I look through here, I see the Classes USA and Education Connection have been successful on it for quite some time, they've been buying it and spending a decent amount of money, so it's probably a successfully converting keyword. So, let's see what kind of content is doing well. So, look at the organic search results, right? And I have wikiHow and LinkedIn here, probably not really good examples for me to pull from. But, then you've got single mothers and scholarships. So, I'm going to click into the single mother guide and see what that piece of content looks like. Or, you know, what it looks like in SpyFu. So, when you look at this, you see that they're ranking number one in single mother grants, and all these things, all these other keywords, and you can drill in and see all of that. These happen to be the most important we place value on. We order everything that way and ultimately, they're driving about 6,000, 7,000, 8,000, $9,000 worth of traffic per month on this one keyword.
Now, again, remember you can start tracking these keywords if you wanted to right here inside of WriterAccess and inside of SpyFu. I also want to take a look at it, at sort of social metrics, it's pretty well shared, not a bad piece of content. I would then take a look at the actual content, and I look at this guy, and I'm like wow, it's kind of a thorough piece of content, right? It's relatively difficult for me to completely… I mean, look, it's maybe a thousand words or more, it's not impossible, but probably also go back and take a look at, you know, at this number four piece here. So I drill into this and… Oh, look, this one actually drives even more traffic. This one is actually a higher-value keyword, not necessarily ranking, outranking that one, it's not outranking the other piece of content on that keyword, but still a pretty good piece on content. And I can drill in here and see what the competing pages are doing and this page from a social side. Basically, I think that the social metrics here are… Rather than sort of measuring how many backlinks something has, or how good they are at SEO. It's sort of a better measure of how good the piece of content is that's an objective measure. So, I kind of look… Oh, is it a good piece of content that I want to sort of emulate. So, I go in and I look at that, and then I will actually look at that page, and this looks like something that I could definitely do better than this or at least as good as this, right? So, what do I do with this, right? I go into WriterAccess after I probably attracted some of these keywords and I build myself a piece of content, right? And here's the actual set that I would use. What do you think, Byron, is four stars good?
Byron: Sure, bring it on.
Mike: Is that what you like?
Mike: Yeah, but I choose a blog post, I choose education. I look at that and I figure out how many words, and it's about 550 words, so I probably need to jack this number up here. I would probably add some folder, edit some folder, right? But ultimately, I build this really pretty straightforward project description. This is an order for an article on the same subject as the provided URL. I'm looking for a brand new article but taking the same approach, target audience is single mothers interested in education grants now. I can actually produce a piece of content like that in, what, five or 10 minutes? I can do a hundred of these a day nearly, probably 50 of these a day, and have pulled from WriterAccess in less than a week, right? Probably it's four days. So, that is one angle for producing content and, ultimately, what I want to do, because I'm not sure that everyone on this call has actually… I think many people on this call have not actually seen WriterAccess results, because I was personally, actually did it. Not sure whether I would be able to produce content of a quality that's high enough that I would publish it to my own blog.
Now, granted, if I was building out from the education pages, where I just want to rank on, like some, you know, some single mother grant stuff and drive traffic and do some sort of albatross, whatever I'm doing, affiliate marketing of some form. Whatever, I don't really care that the content like really fits with my brand-new messaging is something I would, like, for example, put my author tag on, right? But, I'll tell you that the content that you can create through the platform is actually better quality than I can personally write. It's really good stuff. So, let me give you an example of what I ran through with our site SpyFu. Does pretty well on some keywords, better that works for our industry, you know, it drives pretty well, actually…at sort of eating our own medicine in a sense. But, we could do even better is what my point is, but we're driving, you know, a couple thousand dollars a month in traffic to SpyFu on targeted keywords. The market probably consisted of about $50,000 in potential traffic, so we're testing from some piece of the pie.
Our blog, on the other hand, is doing relatively poorly, $100 in traffic or maybe $200 in traffic if we drilled into the long tailed of this. And, so I'd like to improve it, and one of the sites that does a really great job in our industry is WordStream. I've always admired their blog and their content creation, and the way that I found out about them originally in terms of their content marketing discipline is actually, they ranked on our brand, which is actually pretty okay, like, a reasonable blog post but really is super straightforward, right? And if I like SpyFu, I might like WordStream. So, I'm like man, I've got to check these guys out, that's kind of clever, what they're doing here. So anyway, I drill into their content, right? I drill into, like, like their blog and I find a piece of content in here that works, that would work well for me, right? Google traffic estimator is a good estimator of keyword traffic. These are all great, because we provide the same the data that Google does as a traffic estimator, but of course, ours is better in every computable way.
Byron: Right on, Mike.
Mike: I mean, literally, we're displaying Google data, but making it more searchable, and able to filter by your competitors. It actually is better in every way. So, another thing you can do here is sort of look and see, well when did this piece of content start ranking and how is it affected by Panda and Penguin, and the way to do that is to like, click on this history here, and this is what I did. Click on this history, and you can scroll back to see this ranking history. You can see exactly when they published content really, or when they started ranking at least, and whether or not they are affected by these freshness quality new features etc. that are actually plotting your content, everybody's content, not just these guys, right? This isn't something you have to enter in the keyword in advance. We're tracking every single keyword, for every single domain, for every single page, and we have that going back six years. So, and plot it against the Google algorithm updates.
So anyway, you can drill into that and see if it was negatively impacted from anything. It doesn't look like it, it looks like it's pretty good. I might actually look at the content, right? I'm going through here, and the one thing that I've noticed is that just by looking at the screenshot is that this thing is actually based on the old Google traffic estimator interface. Oh, so that's brilliant, right? So, not only am I going to be able to emulate this content to build a similar piece, but I'm going to be able to build a better piece by having it updated. So ultimately, it will be slightly better. And this, to me, is a straightforward piece of content, I could easily make it, right? So, I actually did this, just using the same technique that I did. I took their piece of content and a competing piece of content, and I want you to build me an article that is the same but brand-new, like take the same approach.
I want some screenshots, and I actually chose, like, the five star, I think, or whatever. This was actually a relatively expensive piece of content because I just wanted to see what I could get in terms of quality. I actually think I could ratchet it down, but it cost me $60. So, let me just give you a quick tour of it, maybe you can read this, maybe I'll read it out loud, but this is not in any way cheesy content. This is exactly what I would expect somebody in-house to write, and you can see that it's got screenshots included, solid screenshots, exactly the length… I asked for 650 words, I got 649. I mean, take a look at that, read it. I'm not necessarily going to read it out loud, but you can get a sense that the quality is high…
So, you can use this platform, not just to sort of build micro-sites or something, where you don't really care a lot about the quality. But, you can actually put this on your own site and then feel really happy, really comfortable that you're paying attention to the quality. So, that's all I've got. Sorry, actually went about 10 minutes long. I suck at maintaining time! Sorry about that.
Byron: It's well balanced with your insights, Mike. Hey Mike, I've got a question for you. It seems like you're getting your users closer to almost topic recommendations and what to write about using competitive intelligence. How hard would it be to think of content analytics 2.0 and getting that data inside of content analytics? Not to put you on the spot, but is it hard to do that?
Mike: I don’t see it as particularly difficult; no, I'm sure we could do that.
Byron: Yeah, because that's the next pain point that we need to somehow solve, right? So, we've done a good job of solving the bringing keyword research into WriterAccess to the point where you're ordering the content, making performance valuation easy. But the next biggest pain point that everybody wants to know about in this marketplace is, what should I write about? What are my competitors writing about? And that's one big reason that we kept entering your competitors into content analytics. We want Mike to know, and we want you to know, and we want the data to begin analyzing the competition. And I think that's going to be the fuel we use. For example, wouldn't it be cool if we could say, okay, what content assets are my competitors publishing that are using the very keywords that I'm going after? Like, wouldn't it be cool to know that? And then to go look at those assets and, say, give me one of those, but better; to your point, right? And then some interesting scoring going on… Is that a future you could imagine coming together either in SpyFu, which it sounds like it already is? There's so much data in SpyFu, it's unbelievable, frankly. But how far away do you think that might be?
Mike: You know, we just have to talk about it and see… It's pretty doable, I think. Internally to SpyFu, it's something I have to do and integrate it directly into WriterAccess, and, you know, it's not something that we have planned because we want to get the content analytics thing out, and see how well it performs in the market. But I think it's, I agree, it's just being able to recommend a block of content and build this, you know…here's 10 articles that we think you should write…
Mike: That would be, I think, outstanding.
Byron: Mike, somebody had a question about analytics I wanted you to dive into. They were talking about encryption of keyword data and the problems that are going on right now. Basically, keyword data is getting masked. And that sucks, and it's killing things. One example of that, if you want to go back over my screen for one second. I just want to show somebody… I can go back myself, I think. Or you can turn me back on… Yeah okay, cool. Go back here for one second. This is kind of a critical question. Do you see this nosedive right here? These are the keywords that I've tracked… These are the 3,387 keywords, if everyone can see my screen, I assume they can. In February, we're tracked with Google analytics visiting my website, but Google tanked all of that over in March here, and Google is hiding that information on which keywords drove traffic to my site. The question somebody has is, that SpyFu actually doesn't hide that information. SpyFu is the secret sauce there, correct?
Mike: That's right. We actually aren't affected by that, whereas, you know any analytics tools are. Because the traffic's not… They're not showing you that information. But yeah, we obviously know where everybody ranks SERP, so…
Byron: You can do the compilation, yeah.
Mike: Our estimates, of course, are not, you know, people will click on different links. We use sort of a really sophisticated click map, where we take into account things like, how many ads are on the page, is there shopping, is there video and so on. It can't possibly replace the actual clicks, but it becomes a really important triangulation point, you know, because you have to account for that 20, 25 percent of traffic that you're sort of losing vision into.
Byron: Got it. Basically, everyone in the marketplace is suffering from this problem you're seeing in this chart right here. Google is not telling you which keywords are driving traffic from your site. It should just piss everyone off, to be truthful. But anyway, so moving right along to some questions. Someone wanted to know, what's the y-axis in this content document, and these are in the content assets published. These are the number of content assets that were published in the course of the month. So, you can begin to see that we increase the number of content assets that we've published, our traffic is getting better and our listing positions… particularly for the keywords that we're targeting and for the keywords that are… that we've moved into the top 10, this content has improved our positions and improved our overall traffic. This line, this blue line is going down because of the problems we just mentioned, so I won't repeat that. The frequency of posts is increased radically from us as well. June, I guess, isn't over yet, but for the most part we're publishing about 135 tweets, and about 120 Facebook posts and we're publishing about 60 content assets per month, and this June number will come up, I think, at the end of the day, by the end of the month. So, I just wanted to explain that to everybody. Let's see, what if my website is not on WordPress? Not a problem. We're working right now on having you XML the content in any blogger platform you have, and importing it into content analytics into WriterAccess. We haven't cracked that nut yet, we were preparing for launch here today, so stay tuned if you don't have WordPress as your platform. Social performance, any plans for LinkedIn? Yes, definitely. Plans for sure, I'm not sure on the timing on that, but we'll get back at you, definitely on the radar screen. Let me see, based on…
Mark: You can see, by the way, that social performance on the inside of SpyFu on any of those articles.
Mark: For LinkedIn.
Byron: For LinkedIn, got it. Very cool.
Byron: Is this presentation available later? Yes it is indeed. On WriterAccess, I do not see the buttons to access content analytics. That should be live by now. It certainly will be live. We were working on the configuration over to SpyFu. There were a couple of last-minute tweaks we were working on over there to actually purchase over at SpyFu, and to get the free 60-day trial. So, that should be up in a few minutes. Does it pull content from my blog articles on my website? That is an interesting question, because right now we do have the ability to feed in RSS into content analytics, so if you set up your RSS feed and dumped it in analytics, it would feed it. The problem with that is, it doesn't get your retro stuff, it just gets from the point that you start the RSS feed, moving forward. But that is a workaround to analyze content looking forward.
Mike: What if they had WordPress?
Byron: Yes, all they need to do is put in their username and their password, and it sucks in all their past WordPress content assets.
Byron: And it matches up, yeah. And does instant analysis on which of the keywords that you've loaded into the platform are used in each of those content assets.
Byron: So, it does the crunching on the fly as it brings the data in. What was that about a five-star writer for about $60 blog cost? You can check the pricing out on any of our pricing, right, on WriterAccess. Just click on the pricing tab and you can go in and take a look at the content asset prices. And also, as mentioned, everyone, I believe as of this moment, you can get into WriterAccess for free. We took down our $50 sign-up fee which is kind of radical for us, but we decided to do it because we wanted to show people this new technology. We want to show people the platform too; the platform is awesome and we're proud of it, and so that's just a thought there. We had a thought about integration with HubSpot; absolutely, we're actually integrated with HubSpot right now inside of their marketplace. I think Ron had a question about integrating in with the HubSpot blog platform, and we just have to look at what API might be available to do that, but we would be more than welcome to do that; we have a lot of HubSpot customers.
Let's see, is there a white-label version of WriterAccess going to be ready next week? I think that Mark wanted to know if the multi-user domain name ability inside of content analytics has been built, and the answer is yes. When you load in content analytics and you set that up, you can set up as many domain names as you want. Mike and I were just talking about that a few minutes ago, actually, because we service… yesterday, actually… I know it's all a blur because we've been talking back and forth so much. But, the net of it is, we do have a… I mean, unlimited is a really strong word. We can ask Mike to define unlimited as much as you can ask me, but we want agencies to be able to use the platform and we want to significantly reduce our prices if agencies are servicing 10, 50, 100, 500, thousands of domain names. We want to work with agencies.
Mike: Yeah, on the present scale we're unlimited. Now, when we get to billions… Let's negotiate billions. Yeah, tens of thousands, no problem.
Byron: Yeah, so we're super excited about that. So there will be another plateau above the limit that we have right now. 5,000 keywords if you're an agency and you needed a hundred thousand keywords or just half a million, or you know, so… I guess Mike's saying that as long as it isn't in the millions, we can nudge our prices down and get tracking going on, and really, what we're excited about is…
Mike: Oh, keyword tracking will be fine. We'll be keyword tracking as you were talking about, the number of domains and it's… sorry to interrupt… from that perspective.
Byron: Yup, yup. So, I mean, Mike has tens of thousands of customers and I can't imagine that we would ever have more than tens of thousands of domain names that we're tracking. Of course, that'll be a good problem to have, Mike and I look forward to that. So, but we are super excited about, you know, let's call it a white-label version, white label is a strong word. Our customers have to log in to WriterAccess to place orders and most of the agencies we're working with have an in-house…call them content strategists that are going in and placing the orders and queuing them up, you know, so… and they're approving the content assets that come out. We do have some other customers that literally have created a version of WriterAccess, believe it or not. Go ahead, Mike. Did you have a question? You're breaking up a little bit.
Mike: I was saying… Am I? That's weird.
Byron: You're okay now.
Mike: I was thinking that was you. Okay, good. If what they're looking for from white label is, like, without your logos and stuff like that, and what they want is actually ranking position, then they can get that on SpyFu. It's all included in the same thing. If you want, you can give me presenter, and I can show that again. It's just that printable that I showed during my demo.
Byron: Yeah, there's a whole conversation… We don't want to get the whole crowd involved…but there's super options that both Mike and I have for white label solutions. Go ahead Mike.
Mike: Yeah, sorry. I don't know if that's what he was asking for, or what. But that's fair.
Byron: Yep, and there's also cool recon reports available as well on SpyFu, so everybody should be in tune with that. But I feel like we're…
Mike: Can you go over that offer one more time? Byron? The stuff, you know, you get the 60-day free trial so when you sign up and you enter your keywords. No risk, you can cancel anytime or whatever, and you can track a thousand keywords for 60 days for free, and you get 100 percent unlimited access to SpyFu also. So, it's kind of a clever… I mean, really we don't actually offer that through SpyFu, and in fact, the number of keywords that you're able to track is more than any of the accounts you can get there. I actually think that pretty much everybody that's considering…really, it's kind of the best offer that you can get. Even if you just want SpyFu, going and buying it through WriterAccess is actually the best way to do it, at least just from a top perspective right now, so… I thought I would throw that out there. I'm sort of reiterating.
Byron: Gracefully accepted, although I think SpyFu is awesome. And anybody that's creating content should have access to the powerful tools back in there, and really should be going in there, and digging, and finding, and hunting, and doing the research necessary to make content marketing work. It's indispensable data back over on SpyFu, but it is cool to bring that data back into a place where the content's actually being created. It makes it simple, it makes it easy, and that's why Mike and I have been so pumped about this presentation today. Everybody… and I want to thank everybody for tuning in today. So, a couple of things. You're going to get an email in a little while that's a link to a recording of this webinar and a link to a copy of my new book The Content Marketing Guide, Roadmap actually, sorry, although I did go through about 27 different names for the book, and I decided on roadmap mostly because the copy on our website these days is starting to talk about like, a pit crew will help you, and you know.
We went crazy with some language that you can see up on the site now related to racecar driving. I don't know why, I'm not even a racecar fanatic, but anyway, so there's some humor on that and we'll be getting that to everybody, and you can tune in. But Mike and I and our whole team here at WriterAccess are really excited about this. We're giving free demos and tours of this if anyone wants a one-on-one. Our support team is helping people set up content analytics and answer questions. Everyone will be able get a free trial into WriterAccess and content analytics now, without having to pay the $50. We're going to support the heck out of this with live support, with chat and IM, so we really believe in the direction of where we're going, and we're super excited to have Mike as a partner in this. Mike, thanks for tuning in today and talking with us about how we're bringing this all together.
Mike: Oh, thank you, I think it's really exciting, personally, and I appreciate the opportunity to join in.
Byron: Right on. Well, not only join in, but glue each other at the hips and see if we can both service customers together and frankly, make their lives smarter also.
Mike: Yeah, I know. It's awesome.
Byron: Yeah, it's a tough challenge, and…
Mike: And its value added for both of our platforms.
Byron: Yeah, exactly. So use it and tell us what's wrong with it, tell us what's right with it, and tell us how to expand it and make it better. And we'll look forward to that, and we'll definitely be doing another webinar on this, I'm sure, to give a better guide and some training on how to make it work. But hopefully, five minutes to set it up, and it is a set it and forget it until you need to order new content again. And then, boom, you dive in and see the latest and greatest stats, find your keywords quickly, boom, save them to a bucket, boom, go place your orders, so lots of really cool stuff. Very excited, thanks everybody for tuning in. Mike, yahoo!
Mike: Right. Take it easy!
Byron: Right on. Thanks again, everyone. Until next month, I hope your life is a little smarter, better, faster and wiser. Thanks for tuning into this content marketing webinar. Thanks, bye.