June 2020: POP Tool Improvements Update

​​Dear POP User,
Once again doing SEO just got a lot easier after our latest update! If you are a professional SEO, we’ve cut down the time it takes to build a strategy for your content. If you are a beginner, we’ve eliminated the guesswork for you. Let’s take a look at your new optimization process:

1. Optimize your Content based on your Personal Strategy and Approach

You now have the option to pick different strategies and approaches for your content optimization. Every page is different and so are the competitors. Choosing the strategy and the approach you want to follow enables you to tailor the POP recommendations to your specific needs and SEO situation.

Strategy
You can choose different strategies depending on the competitors or the signals you would like to compare your page to. This can either be all competitors or only your focus competitors. You can also choose a strategy based on the signals adjusted to your word count or based on the highest numbers for each signal.


Approach
The approach you choose determines how aggressive you conduct your optimization. You can pick between a regular, conservative, aggressive, or a hyper aggressive approach.

Tool Updates

This may seem like a lot of choices but don’t worry, there are in-depth explanations to help you make the right one. 

Tool Updates

We also make recommendations on which strategy to use. 

Tool Updates

Once you have made your selection, POP will display your Optimization Score based on your strategy and approach. As you make improvements, your personalized Optimization Score will improve.

Tool Updates


2. Live Count Recommendations 

​If you are using the POP Chrome extension you are now able to see the current word count recommendations while you are editing your content.

Tool Updates


3. Variations and LSI Terms

Maybe you have seen a shift in your recommendations for keyword variations and LSI terms. This is due to the fact that our algorithm updated with the latest Google update.

That’s it for this month. Now it’s on you: check out the new proces and bring your optimization to the next level!

                                                                                           June 6th

                                                                                           June 15th

Still no movement of the test page.

Does Having Entities on a Page Beat Variation Repetition

Entities are one of the most powerful concepts in SEO. Google defines them as “A thing or concept that is singular, unique, well-defined and distinguishable.”

They are basically nouns or like house, plumber, or electrician, or names like Barack Obama, that Google recognizes. You can think of them like LSI terms. From an SEO perspective content is the connection between entities by relationships.

The great thing about entities is that they largely come from open source databases like Wikipedia or Freebase. The key to using them is to make sure that your categories, titles, urls, meta data, schema, content, and keywords etc. all use relevant entities.

Many believe that entities will or already have surpassed content and links in their strength to lift rankings. It's clear that you still need a main keyword for every page, but how important are entities in relation to keyword variations? Which of the two concepts is more important for SEO? We were keen to find out!

We set up the test like this..

Two pages were set up using a business keyword and local suburb. For example “marketing” and “Perth” (a suburb in Western Australia). The keywords were then run through Cora, which has an entities report that gives back entities ordered by strength of correlation to the main keyword.

On the first page we added 13 sentences that included each of the entities from the entities report. On the second page we added 13 sentences of a similar length that included keyword variations and no entities at all. 

The variations and entities used on each page are summarized below:

Distrubution Variations and Entities


Here is what we discovered

Immediately after being indexed on the 26th of April the two pages were ranking. Interestingly, the page that used the entities was ranking in position 1 and the page that used more variations but no entities was ranking in position 2. On the 3rd of May both failed to return search results. After checking Search Console, we verified that both pages were indexed. We also made sure the pages were not triggering the duplicate content filter. To us it seemed like the results were being suppressed.

Google results page

Final Takeaway

We knew entities were important but we didn't know how their strength compared to other on page factors or how they were being considered for ranking. Based on this limited test, it appears that entities are likely to be a ranking factor, and even more, it seems that they are more important than keyword variations. However, since the pages were suppressed after a week, further tests need to be done to confirm the results.

If you’re interested in getting involved as a tester, we will show you exactly how to set up and run the tests using a scientific method. You will even get paid and get FULL credit amongst the group of over 1500 digital professionals to boost your reputation and authority. Just shoot an email to support@internetmarketing.gold, and we’ll support you in becoming the next SEO tester.

May 2020: POP Tool Improvements Update

​How did you get through the Google Update on May 4th? Still struggling to recover? As always, we’ve got your back! The POP algorithm has been updated to stay ahead of Google's latest update! Read on to find out what else is new in POP.

1. Extended Possibilities for Local Targeting

With the POP Chrome Extension you can already search for competitors by country - either your own or another. But what if you are targeting a particular city? Watch the video to find out more.


2. Add and Remove LSI Terms and Variations

During your page setup you now have the option to add or remove LSI terms and keyword variations. This allows you to focus only on the terms that are relevant to you.

add or remove LSI terms or variations


3. Simple Editing with Google Docs

Up until now, if you wanted to check your content within a Google Doc, you needed to publish the document to the web, run POP, and then stop publishing. Editing in Google Docs is now way easier. You don't need to publish the document to the web anymore. With the new Chrome Extension you can just check your work like you do in WordPress or other content systems. 


4. Bug Fixes and Speed Improvement

​​As always we fixed some bugs to make sure POP is running smoothly for you. We were also able to take one minute off the run time!

                                                                                           June 6th

                                                                                           June 15th

Still no movement of the test page.

March 2020: POP Tool Improvements Update

​Over the last month we have worked on enhancing the POP experience for you. Improvements in the reports section, the E-A-T dashboard, and the checklist will make your optimization process quicker and will give you clearer to-dos. Check out those and more:

1. Toggle between http and https

Have you already run several pages of your website with POP but in the meantime updated from http to https? No problem! You don't need to create a new report for your new URL. Now you can toggle between http and https during the report set up. This way all your keyword data is in the same place.

switch from http to https

2. POP is at its fastest

POP speeds were dragging over the past 30 days. We worked hard to address this issue and improve the speed and performance. We are very happy to announce that as of now, POP is faster than it has ever been.

3. Updated content editor

The checklist in the content editor has been tweaked to allow you to update as you edit for more accurate results. Just click the “Update Checklist” button on the right.

content editor

4. E-A-T dashboard with explanations

​We added explanation popups to the E-A-T dashboard to help clarify the recommendations.

E-A-T Dashboard

5. Your checklist includes all necessary data

Your keyword, variations, and LSI Terms are now also listed in your checklist. This way you don't need to switch back and forth between the checklist and the recommendations tab.

Checklist

5. Twice as many NLP API analyses

​We doubled the limit for the NLP API. You are now able to run the analysis 60 times per month.

NLP API

                                                                                           June 6th

                                                                                           June 15th

Still no movement of the test page.

February – January 2020: POP Tool Improvements Update

We may have been quiet so far this year, but we have most definitely been hard at work! Our biggest update is the brand new ToDo Tab, which can be found in your POP dashboard. Trust me, this will make your content optimization that much easier. Check it out, along with a few other recent updates:

1. ToDo Tab: All Your Action Items in One Place

Look no further - in your ToDo tab you will find all the top recommendations for your target page.

ToDo Tab


The Quick List will be populated automatically based on all regular recommendations. It is also downloadable.

Quick List


The Checklist is your custom list, based on recommendations you added manually. Here you can follow your optimization process and add and remove recommendations from the list.

Checklist


2. More Relevant LSI Terms

We have updated how LSI terms are calculated so that your list consists of more relevant terms.

3. POP Runs Significantly Faster

Updated processors have brought POP to the next level in terms of speed.

                                                                                           June 6th

                                                                                           June 15th

Still no movement of the test page.

SEO Testing is The Future

This blog post on SEO testing from Kyle was originally published in SEOButler

At the dawn of a new decade, the time is ripe to look forward to the future of SEO.

What will our industry look like over the next five or ten years?

I spend a lot of my time thinking about SEO — from the moment I wake up to well past the time I should be asleep.

I think about SEO while showering, eating, watching a Liverpool match, pretending to listen to my wife, playing with my son, and while I’m actually working on SEO.

When I’m not thinking about SEO or talking about SEO or implementing SEO, I am testing my theories about SEO.

SEO testing is one of the most important aspects of my job.

More than that, I truly believe SEO testing is essential for the industry as a whole.

I foresee and hope that those who’ll make the greatest impact in SEO in the near future are the people who are testing.

In other words, I predict that those conducting scientific tests will compile the most accurate data, get the best clients, and become powerful influencers.

THE CRUEL TUTELAGE OF SEO MYSTICS

You may be wondering how I got interested in testing and why I am so passionate about it.

In all honesty — and like most things in life — it was out of necessity.

Back in 2013, my brother and I were running our own design and development agency and made the fateful decision to open an office in India.

Much to our surprise, the local authorities were not so keen on our presence. They swiftly and forcefully kicked us out of the country.

To add insult to injury, we still had clients to service and no additional staff to help with the workload. The decision was made to dissolve the company and split up the clients. My brother had no interest in SEO, so I was left with those clients.

Unfortunately for them — and myself — I had no formal training in SEO.

In order to pay the rent and put food on the table, I had to learn real quick.

Fortunately, I am very good at research (hey, I even took an advanced class on it in law school.)

So, I was able to find a boatload of advice on what you must and must not do to rank higher in Google.

After implementing these strategies with mixed results, it occurred to me that the “experts” touting them couldn’t explain why they worked.

I asked myself, “Are these teachings based on nothing more than theory or supposition? Is there no way to find out how Google really ranks sites?”

Then — an epiphany.

Google isn’t a person, or persons, sitting in a room looking at every website in existence and subjectively choosing which are the most deserving of a first-page mention.

Google uses an algorithm.

And that algorithm is most likely predictable.

If that’s the case, thought I, then surely there is a way to figure out how it works.

But how?

The answer was (and continues to be) testing.

I wanted to find out if, by using the basic principles of the scientific method, I could run experiments to determine which factors directly affected rank.

I started by looking at those pages which were ranking on the first page and tried to find commonalities. Then I ran single variable tests to confirm my suppositions.

After a period of rigorous testing, I was able to map out a clearer picture of the strongest ranking signals.

My testing continues to this day, and I use the knowledge gleaned from those tests as the basis of my SEO practice.

seo testing - adding an image
moving up in Google

WHAT I’VE LEARNED FROM TESTING

Over the past five years, I have conducted more than 350 tests on Google’s algorithm. As a result, I have made some pretty interesting discoveries.

Here are five things I have learned as a result of my own testing:

  • Google can’t read.
  • Grammar, spelling, bad words, and reading level are not ranking factors.
  • Google can’t see a webpage – it doesn’t matter how pretty the page is, which fonts or colors you use, you must optimize specific factor areas.
  • Contextual terms (or whatever label you want to call them) are a ranking factor.
  • Click depth and the placement of internal links are factors.

    Clearly, this is not an exhaustive list, and my knowledge grows with every test I run.

    It’s also important to bear in mind that I don’t just run SEO tests for fun.

    This is not a hobby. I don’t spend weekends holed up in my basement, pontificating on how Google works.

    I use the data I have derived from testing on a daily basis to service my digital marketing agency.

    I use the data to teach others – through writings, podcasts, and consultations.

    I use the data to write and present speeches at conferences around the world.

    SEO testing is a cornerstone of my professional life.


seo testing example
Google result page

HOW DO YOU DO THAT VOODOO THAT YOU DO?

Look, SEO testing is not rocket science. In fact, it’s much closer to primary school science in terms of fundamentals.

Anyone can run SEO tests. (Really!)

The basis of SEO testing is rooted in the scientific method.

You remember the good old scientific method, right?

Make an observation. Ask a question. Hypothesize an explanation. Make a prediction. Test that prediction. And finally, iterate or reflect on the results and use them to guide your next steps.

In other words, if the hypothesis was supported, do additional tests to confirm it, or revise it to be more specific.

If the hypothesis was not supported, come up with a new theory.

Wash, rinse, and repeat.

When it comes to SEO testing, there are some guidelines to follow in order to ensure your tests are clean, accurate, and repeatable:

  • You should only use keywords that do not currently exist in Google search results.
  • Use domains whose sole purpose is for testing.
  • From these domains, create pages that are identical in every way but the URL.
  • Once the identical pages have been created and indexed (show up in the SERPs), the stage is set for testing.
  • Only alter one variable to test each hypothesis.
  • You can also test the variable in reverse, where all but one page is altered.
  • The final tenet is that once you have “proved” a hypothesis to your satisfaction, publish it for peer review.
Internet Margeting Golg members

ONE OF US…

When I started this journey, I felt like I was alone in the universe. I didn’t know there were, in fact, other people out there doing what I was doing, or something very similar.

I would have given anything to have had a support network of like-minded individuals. People I could ask questions of or bounce ideas off.

People I could learn from.

I vowed then that if I reached a certain level of success, I would do what I could to create the kind of network I longed for.

Internet Marketing Gold (IMG) is just such a place.

Internet Marketing Gold

One of the core features of our platform is that it is a community where members share the results of their own SEO testing. Those results can then be discussed, debated, and tested by others.

My co-founders and I believe that the knowledge gained from testing digital marketing theory and sharing our findings in a private online community makes us all the better at what we do.

IMG is a place to find trustworthy answers, learn from one another, and make connections.

We have a brand spanking new platform that I am very proud of, and we are eager to welcome as many members as possible.

Are you interested in running SEO tests yourself?

Not sure how to get started?

Looking for more guidance?

If you’re interested in getting involved as a tester, we will show you exactly how to set up and run the tests using a scientific method.

You will even get paid and get FULL credit amongst the group of over 1500 digital professionals to boost your reputation and authority.

Just shoot an email to support@internetmarketing.gold, and we’ll support you in becoming the next SEO tester.

xxx

TRY IT, YOU’LL LIKE IT

I meant it when I said that I believe SEO testers are the future leaders of our industry. And I’m not just being self-serving here.

There is a real need for us to poke and prod Google because Google is never going to stop updating their algorithm.

Constant updates mean SEO will never reach a state of stagnation.

If you want to properly service your SEO clients (even if that’s just you), doesn’t it make sense to understand the current state of SEO?

Testing is a surefire way to do just that.

So I encourage you to get out there and start testing.

I guarantee you will learn something.


Kyle Roof

Major Tool Updates in 2019

I don’t know about you, but 2019 was BIG for PageOptimizer Pro. This year we’ve had a lot of significant tool improvements: Schema Feature, LSI Feature, Google NLP API, EAT, Content Editor, and many more. They made POP more effective and user-friendly. Let’s look back at some of the major tool updates of 2019 together!

January - "Display Weak Signals" feature
A Brand new "Display Weak Signals" feature was added to the recommendations section of the tool. Weak signals are usually hard to measure, but they often correlate to rank, therefore, we suggest following the recommendations on the exact match side.

Big Pro Tip: if you see a place on the variations side where competitors have 0, weak signals could be an opportunity to get an edge. By adding in the weak signals, we have nearly doubled the number of ranking areas that POP evaluates. We know this will give all POP users a huge edge over their competitors.

weak signals button

February - LSI Feature
In February, we added LSI Feature to the tool. In addition to providing LSI terms, POP also gives suggestions on which ones to use, where, and how many times.

How does it work?
POP starts off with a wide set of possible terms and then runs through different filtering processes to get down to terms where LSI (Latent Semantic Indexing / NLP (Natural Language Processing) / TF-IDF (Term Frequency - Inverse Document Frequency) are in relative agreement. The tool then calculates a “weight” or importance score - the number in the screenshot that is less than 1. The closer to 1, the more important the term. Lastly, the tool counts the number of times you have used the term and compares that to the average usage.

The goal is to show how many LSI words you are using right now versus how many times you might want to use them.


March - Schema Feature, 62 languages available
In March, we introduced a brand new Schema Feature. You can see what type of schema your competitors are using and get recommendations on how to improve your own schema.

Despite statements to the contrary, we believe that schema markup is a ranking factor. Why? Well, we ran a scientific test to prove it. You can read the description of the experiment, including the test setup and the outcome here. Therefore, we absolutely recommend using it to your advantage.

We also increased the number of languages available from 21 to 62.

Language choice



April - Agency Plans
In April 2019, we introduced Agency Plans - game-changer for the Agency Level users of POP. Effective immediately, Agencies can grant individuals with access to select parts of their projects. That means employees, contractors, freelancers, and VAs can work on specific tasks within the Agency Dashboard.

Agency plans



May - POP Chrome Extension
In May, we had breaking news for all active POP users - brand new POP Chrome Extension. The PageOptimizer Pro extension syncs with the tool to provide faster, more accurate results. It cuts run times down to 1-2 minutes in total!

If you haven’t installed it yet, here is why you should consider doing it:
⚡️ It also helps you to run POP from your localhost (local machine and IP). Here is a full guide on how to install it and run it:
https://pageoptimizer.pro/pageoptimizer-pro-chrome-extension-guide/
⚡️ For those of you who were having location or language issues - the POP Chrome Extention fixes it all!
⚡️ It is absolutely free for all paying PageOptimizer Pro users.



June - Automatic Competitor Search
This has been the #1 request of POP users. We listened to you and improved it in June 2019! POP now pulls competitors into the tool automatically so that you don’t have to copy and paste them. Instead, you can simply select the relevant competitors out of the list provided by POP.



July - Google NLP API
We started July with adding Google NLP API to the tool. If you are concerned that Google is moving away from keywords and into concepts, this is the dashboard for you. Here you can see the entities and categories that Google has identified for your content, as well as the content of your competitors. Entities are "things" that Google understands - literally it is a person, place, or object. Entities have a salience score. Salience is simply how prominent or important that entity is within the text. When there are enough salient entities that Google understands, Google can begin to classify text into categories. Available for Agency users only.

Google NLP



August - New UX/UI
In the last month of this summer, we introduced a brand new UX/UI across all pages in the tool. POP displays a lot of complex data and the idea of the new UX/UI is to simplify this down to the most enjoyable and intuitive experience.

New UX



September - Content Editor
How do you go through the process of optimizing a target page? You run the page in POP, log in to your content management system, update the content, and run POP again. And sometimes you repeat these steps several times.

The Content Editor speeds up this process. Now you can edit the content of your target page directly in POP and re-run it after you are done editing. Once you are happy with the result and reached a good score, you can copy and paste the content from POP to your target page.

Content Editor



October - EAT
In October, E-A-T signals have become part of POP for agency plan users. That means you can easily improve Expertise, Authority, and Trust for your site following the POP E-A-T recommendations.

Why are E-A-T Signals important?
After a broad core update in 2018 Google increased its standards to measure the trustworthiness of websites. In order to rank well, you need more than just content that is relevant and comprehensive; your website also needs to prove its trustworthiness. This is especially important for “Your Money or Your Life" sites - those that deal with health, happiness, or financial topics. After analyzing Google’s Search Quality Evaluator Guidelines we incorporated E-A-T signals into the POP page analysis. Some examples of these types of signals include the number of internal links, linked social media accounts, and schemas currently being used.

EAT Feature



October - POP Express
We also introduced POP Express in October. POP Express is a simplified version of the POP Content Editor for all those who want to implement basic on-page optimization without digging too deep into SEO. If you are a copywriter or content manager, this is for you!

POP express


There is so much to come in 2020, and we can't wait to take you for another incredible & wild ride. In the interim, thank you for staying with POP this year and have an incredible holiday season!

                                                                                           June 6th

                                                                                           June 15th

Still no movement of the test page.

November 2019: POP Tool Improvements Update

We have a few (yet important) updates for November that we would like to share with you:

  1. We worked intensely on improving overall POP performance. This means we gave our servers an upgrade to make POP run faster and more stable for you.

  2. Small new features inside the dashboard improve usability and help you navigate through your reports.
     
  3. Small bugs were fixed.
     
  4. In the page structure suggestions you are now able to compare your page with your focus competitors. Choose the sites that are most similar to yours and get a closer look at how their page is set up.
Page Structure compared to Focus Group

                                                                                           June 6th

                                                                                           June 15th

Still no movement of the test page.

October 2019: POP Tool Improvements Update

E-A-T signals are now part of POP for agency plan users. That means you can easily improve Expertise, Authority, and Trust for your site following the POP E-A-T recommendations. 

Last week we also launched POP Express! If you are not an SEO expert but instead are a copywriter or content marketer, this feature will come in handy for you. It will save you time by choosing the most important recommendations for your page. Make sure to do a hard refresh, so that all updates run smoothly. Now let's dig deeper into what's new: 


1. Increase Expertise, Authority and Trust of your Website

Why are E-A-T Signals important?
After a broad core update in 2018 Google increased its standards to measure the trustworthiness of websites. In order to rank well you need more than just content that is relevant and comprehensive; your website also needs to prove its trustworthiness. This is especially important for “Your Money or Your Life" sites - those that deal with health, happiness, or financial topics. After analyzing Google’s Search Quality Evaluator Guidelines we incorporated E-A-T signals into the POP page analysis. Some examples of these types of signals include the amount of internal links, linked social media accounts, and schemas currently being used.

How to check your page for E-A-T signals

  • When you run a page in POP, make sure to check the box for E-A-T signals Analysis. 
E-A-T Selection
  • You can find the results of your analysis in the tab “E-A-T”. This analysis may take a few more minutes to run. Your page is evaluated for quality signals and the report will show the deficits you have in comparison to your competition.
  • Trust signals that you fulfill are written in green and those where you have deficits in red. The number in brackets shows you the amount of times the respective signal was found on the site. The box on the right accumulates the signals of all competitors and highlights the ones that you need to improve in red. 
E-A-T feature view


  • Now you can easily go through the list and make an action plan to improve your page’s expertise, authority and trust signals. For Example: The number of internal links that competitors use gives you an idea of how many silo articles you should create with supporting links to your target page.


2. POP Express 

POP Express is a simplified version of the POP Content Editor for all those who want to implement basic on page optimization without digging too deep into SEO. If you are a copywriter or content manager, this is for you!

To get the simplified optimisation report with POP Express follow these steps:

  • In your Project click on “new page”
  • You have the choice between the “Full Report” (the report as you know it) and “Express Report”. Choose “Express Report” 
POP Express
  • Fill in the keyword, language, and URL and POP will do the rest.
  • Open the Express Report and you will be directed to the Express Content Editor. The most important recommendations are already chosen for you and added to your checklist on the right. Use the ​POP Chrome extension extension and link it with your location. The content of your page will appear on the left side and you can edit it directly in the Content Editor. 
Express Editor


That’s it for this month but we are already busy working on an exciting new feature that will be released in November. If you don't want to wait for the next newsletter follow us on Facebook!

                                                                                           June 6th

                                                                                           June 15th

Still no movement of the test page.

September 2019: POP Tool Improvements Update

We are constantly working hard to improve POP for you. This involves fixing bugs but also adding new and exciting features to improve and speed up your target page optimization.

From now on you can read about all new POP features in our monthly blog post. This month we are especially happy to introduce you to the content editor. The editor makes updating the content of your pages easier than ever before. Check it out:

1. Speed up your Content Optimization

How do you go through the process of optimizing a target page? You run the page in POP, log in to your content management system, update the content, and run POP again. And sometimes you repeat these steps several times.

The Content Editor will speed up this process. Now you can edit the content of your target page directly in POP and re-run it after you are done editing. Once you are happy with the result and reached a good score, you can copy and paste the content from POP to your target page. 

Here is how it works:

  • Go to your recommendations and add the ones that you want to implement to the checklist.
  • Click on the Content Editor on the right.


  • As an exemplary user you probably already use the Chrome extension to choose competitors. The extension will also add your source code to the content editor automatically. As an alternative you can manually paste the source code of your target page into the editor.
POP Checklist on the right


  • Your checklist appears on the right and updates automatically shortly after you make the changes to the editor. This lets you work through your checklist with ease.

2. Save time by downloading several reports at once

You can now download several POP reports at once. Open a report and go to the Report History. Once you have checkmarked several reports, an icon to download all of them appears at the top right.

Download several reports at once

3. Bug Fixes

And as always we have fixed some bugs to ensure POP is running smoothly for you.


How do you like the new Content Editor? We are always happy for your feedback, so don't be shy and share!

That’s it for now but stay tuned - we are working on a special surprise for you, if you are using structured data (which you should of course).

                                                                                           June 6th

                                                                                           June 15th

Still no movement of the test page.