Tuesday, 17 December 2013

Understanding Google In-Depth Articles' Market Share

In-depth articles are typically long-form content from major publications, but, unlike news results, they may be months or years old. Google seems to be targeting “evergreen” resources, focusing on proven articles from trusted publications.

While some marketers have received excellent traffic bumps from in-depth articles, they’ve had to compete against some major websites. It appears that in-depth articles are actually slanted to favor larger, more established sites, at least according to a Forbes article by Dr. Peter J. Meyers and Denis Pinsky written earlier this year. They found 10 websites accounted for nearly 65 percent of the results for in-depth articles.



Here are the top 10 sites dominating the in-depth results.

  1. nytimes.com — 25.3 percent
  2. wsj.com — 8.0 percent
  3. newyorker.com — 5.7 percent
  4. theatlantic.com — 5.6 percent
  5. wired.com — 4.2 percent
  6. slate.com — 3.9 percent
  7. businessweek.com — 3.7 percent
  8. thedailybeast.com — 3.3 percent
  9. forbes.com — 2.8 percent
  10. nymag.com — 2.7 percent

Top 25 Phrases with In-depth
  1. jobs
  2. ancestry
  3. wedding dresses
  4. shoes
  5. toms
  6. 50 shades of grey
  7. laptop
  8. halloween costumes
  9. diabetes
  10. smartphone
  11. bruce springsteen
  12. pregnancy
  13. led
  14. tablet pc
  15. depression
  16. tory burch
  17. global warming
  18. laptops
  19. cruises
  20. car sales
  21. travel
  22. mba
  23. apartments
  24. router
  25. stock market

Not all Categories are Equal

Meyers and Pinsky also discovered that in-depth articles don’t appear as frequently for some topics as they do for others. Here’s a list of topics, and what percent of searches within those topics triggered an in-depth article box:

  1. Family & Community — 14.4 percent
  2. Health — 12.8 percent
  3. Law & Government — 12.0 percent
  4. Arts & Entertainment — 7.2 percent
  5. Finance — 7.0 percent
  6. Jobs & Education — 5.8 percent
  7. Hobbies & Leisure — 5.6 percent
  8. Computers & Consumer Electronics — 4.8 percent
  9. Internet & Telecom — 4.4 percent
  10. Food & Groceries — 3.6 percent
  11. Home & Garden — 3.2 percent
  12. Sports & Fitness — 3.2 percent
  13. Travel & Tourism — 3.2 percent
  14. Dining & Nightlife — 3.0 percent
  15. Real Estate — 3.0 percent
  16. Apparel — 2.8 percent
  17. Beauty & Personal Care — 1.6 percent
  18. Retailers & General Merchandise — 1.4 percent
  19. Vehicles — 1.2 percent
  20. Occasions & Gifts — 0.8 percent

If you want more traffic and you’re in a category that’s low on this list, in-depth articles might give your search traffic a major boost.

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