{"id":225407,"date":"2020-05-13T09:13:25","date_gmt":"2020-05-13T03:43:25","guid":{"rendered":"https:\/\/www.qcsglobal.com\/?p=225407"},"modified":"2020-05-13T09:13:25","modified_gmt":"2020-05-13T03:43:25","slug":"april-2020-winners-and-losers","status":"publish","type":"post","link":"https:\/\/qcsglobal.com\/blogs\/april-2020-winners-and-losers\/","title":{"rendered":"April 2020 Winners and Losers"},"content":{"rendered":"\n<div>\n<p><iframe style=\"width: 100%; height: 200px; border: 0 none;\" src=\"https:\/\/art19.com\/shows\/995c2b73-8f19-4a58-8c35-8ee81c7e8543\/episodes\/c06a6cd4-ac1c-43ba-9bcf-6fb2d9b7b485\/embed?theme=light-green\" scrolling=\"no\"><\/iframe><\/p>\n<p><strong>Episode Overview:\u00a0<\/strong><span style=\"font-weight: 400;\">Uncertainty and anxiety left many companies unsure of how they\u2019d weather the first full month of most shelter in place orders due to COVID-19. Some adapted quickly, while others came up short in their projections. Join host Ben as he chats with Searchmetrics\u2019 Vice President of Services Tyson Stockton about which companies successfully pivoted during the first full month of the pandemic and who fell behind.<\/span><\/p>\n<p><strong>Summary<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Walmart and Best Buy experienced substantial gains as people searched for mouses, keyboards and other electronics to support their home offices.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Home delivery categories flourished while retail-related categories like high fashion fell by the wayside.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The overall winners for the month were Healthgrades and Home Depot.<\/span><\/li>\n<\/ul>\n<p><strong>GUESTS &amp; RESOURCES<\/strong><\/p>\n<p><b>Ben:<\/b>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">Welcome to our April 2020 edition of Winners and Losers on the Voices of Search podcast. Today, we\u2019re going to take a look back on the month and talk about some of the trends behind the biggest movers, shakers, and slackers in the SEO world. Joining us for Winners and Losers is Tyson Stockton, who is the vice president of services. Tyson manages Searchmetrics, SEO content, and client success organizations. And outside of shepherding their largest and most strategic clients to SEO success, He\u2019s dug through the Searchmetrics suite to help you understand who\u2019s making moves in the SEO community. Okay. Here\u2019s my monthly sit down with Searchmetrics VP of Services, Tyson Stockton. Tyson, welcome to the Voices of Search podcast.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">Thanks Ben. Back again. I think this is month two of Winners and Losers during COVID-19.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">Month two of you recording podcasts from your bedroom in sweatpants. Just like the rest of us. For the record everybody, I put jeans on today.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">I\u2019m regretting it already. That said, it\u2019s been an interesting month in the SEO world. Obviously, everything is colored by the shelter in place. The Coronavirus dominates the headlines for the news story. Let\u2019s just start off there. In the SEO world, what are we seeing as it relates to the Coronavirus?<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">Yeah. It\u2019s been interesting kind of monitoring what\u2019s been going on across a lot of these verticals. Because we saw, and we kind of highlighted this in the last webinar, where we saw changes in search demands that then we kind of spoke on previous podcasts even. How that impacts visibility based on just the demand rising. But then also we\u2019ve been seeing really interesting things from a behavior standpoint of clicks going to websites but no conversions. And what the behavior between transactional versus informational. So, that has been something that\u2019s been continuing to evolve as we go into this.<\/span><\/p>\n<p><strong>Tyson:\u00a0<\/strong> \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">And if we take one of the industries that in the beginning had some activity. But I think a little more kind of conservative people weren\u2019t sure how long this was going to last, how deep the economic impact was. You saw people holding. And really I\u2019d say in this last month we\u2019ve seen ecommerce kind of open back up. Especially with the big players.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">So last month when we talked about what was happening with the Coronavirus, it was early days. We didn\u2019t have a ton of data. We saw some fluctuations in ecommerce. We spent a lot of time talking about which of the healthcare companies actually was benefiting. And we also looked at what the impact on the travel industry was. I think it\u2019s interesting to talk about what\u2019s happened to ecommerce over the last month. There hasn\u2019t been a ton of changes in the healthcare space. People are still going to the CDC. They\u2019re still going to WHO, people are still WebMDing and Healthling as well. But in ecommerce we are seeing some fluctuations. Talk to me about what you\u2019re seeing in ecommerce.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">Yeah, so I think the first always have to start with ecommerce is what\u2019s going on with Amazon. Relatively stable. You\u2019ve seen some increases but nothing too exciting. Bigger news with them is they did announce kind of cutting back on their AdWords spend. So, that has a ripple effect. But there\u2019s still the big elephant in the room. Still doing well. But nothing too much changed month over month from a visibility point.<\/span><\/p>\n<p><strong>Tyson:\u00a0<\/strong> \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">Other ones that have had substantial kind of movements, which has been a common company that we\u2019ve talked about on the podcast. <\/span><span style=\"font-weight: 400;\">Walmart had a really strong month. They started with it about three or four weeks back. With a roughly like a 7 percent jump in their visibility. And then maintained that over the last couple of weeks with some small single digit gross. So Walmart is in that list.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">Best Buy is another one too where initially you saw this spike in like home office segment within electronics. <\/span><span style=\"font-weight: 400;\">People were looking for a keyboard, mouse, all those areas of adjusting to home.<\/span><span style=\"font-weight: 400;\"> Electronics within ecommerce is something that I \u2026 Insisting. We\u2019re kind of seeing the numbers come back where you\u2019re seeing rises in computers, TVs. Well not necessarily necessities for the home office. But things that they\u2019re interested in. <\/span><span style=\"font-weight: 400;\">So Best Buy is bounced back a little bit from a rough January.<\/span><span style=\"font-weight: 400;\"> So they\u2019re not quite back where they were at the start of the year. But they regained some ground.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">And then I\u2019d say like the most interesting and most notable change has been actually The Home Depot. The<\/span><span style=\"font-weight: 400;\"> Home Depot as I\u2019d say out of this group definitely has the largest growth that we\u2019ve seen during the quarter. <\/span><span style=\"font-weight: 400;\">And really for the last few months, even going into the tail end of last year. And this is the one of the websites among the big 10 ecommerce that\u2019s been showing some of the most growth.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">So do you think that these changes are based on user behavior and Google re-interpreting what people\u2019s interests are because everyone\u2019s lifestyles have changed? Or is this something that The Home Depot has done to optimize their website? Is it something that Walmart\u2019s doing to take advantage of the search queries? Or is it really just a user intent question?<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">I would say it\u2019s less of a user intent. Like we are seeing that change where you see a website like zoom.us that\u2019s ranking for broad general terms like rooms or conference. And so it\u2019s like Google, because of the frequency that they\u2019re seeing those terms used. They\u2019re being like, okay, they\u2019re relevant for this general broad term. And that\u2019s part of the large increase that we saw with Zoom. With these ecommerce buyers it\u2019s not necessarily like the intent of what the user wants. But it\u2019s more of the demand of some of those queries. So, you have more people searching for things like keyboards, computer. Like those type of transactional intent keywords.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">People are at home, they\u2019re trying to do everything themselves. So that\u2019s why they\u2019re going to The Home Depot.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">Yeah. So I think some of it is you have an increasing search volume from this. And then I would say some of these websites too put out some of the changes. And I think to cue in on those, I think it\u2019s more interesting to see the websites with the growth that had been across the entire first quarter. And ones that you see have just spiked maybe over the last four to six weeks. That I would say is more of an evolving search demand where someone like The Home Depot, that\u2019s been having these really strong week over week wins since the beginning of the year. To me that sends more of a signal of actually making changes to the website that\u2019s not fitting within the search volume trend.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">So the other big news in the ecommerce space is Google made a big announcement saying that all of their product listing ads are essentially going to be free. Right? People can submit their products to Google\u2019s shopping algorithm. Talk to me about the impact that that\u2019s having on SEO.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">Yeah, and that\u2019s interesting one. I don\u2019t think we\u2019ve fully seen the impact, like in the numbers yet. But that one definitely caught my attention because if you went back seven years ago or so it actually used to be a free service. And even though I saw the postings that they did on it of like helping out businesses. I don\u2019t know if I fully believe that. Like I think this is something that we know that Google has been losing ground to Amazon and some of the other players in the ecommerce space. So to me it would be hard to separate this from a business strategy of just, hey, we\u2019re helping people. As like a potential plan and also increasing the inventory for that space. I think it\u2019s something that\u2019s interesting. We\u2019re not necessarily seeing being this is like within the shopping tab within Google\u2019s page. I don\u2019t think that we\u2019re seeing an impact from a search presence on that change. But I do think there, and that\u2019s going to be one piece that\u2019s interesting.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">Shopify announced their Shop app. That\u2019s putting down into the marketplace to compete with Google shopping as well as Amazon as well. But I think as far as like \u2026 And really even maybe potential kind of losers for it. One thing that we are seeing and I think this connects back to what we mentioned with Amazon on reducing spend is we are seeing that there are less keywords that are triggering AdWords.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">And there\u2019s been several posts and studies going around that have showed there\u2019s been a decrease in CPC. Meaning that more people are pulling back on ad spend. So you know you do have some better pricing available. But with that, as far as like what we\u2019re seeing from our dataset is we\u2019re actually seeing a decrease in the percentage of queries that we\u2019re tracking. That are triggering, whether it\u2019s an AdWords at the top of the page, bottom of the page, or a product listing. And most notably the last two weeks have brought a pretty substantial decrease in product listing. Which is typically around 80 percent of a lot of these ecommerce versus ad spend.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">So talk to me about why you think we\u2019re seeing the less ad volume. I have a hypothesis that marketers are pulling back their budgets. So there\u2019s just less inventory being filled by Google. Is that the only factor contributing to why we\u2019re seeing less advertising on search results pages?<\/span><\/p>\n<p><strong>Tyson:\u00a0<\/strong> \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">Yeah, I agree that that\u2019s the most significant contributor with Amazon being a large part of that. And whenever Amazon makes a change in their AdWords spend you see it across the entire ecommerce space. And like when Amazon introduced, hey, we\u2019re going to run PLA ads, you saw an increase of CPC across the board on PLAs. When Amazon announced a few weeks ago that they\u2019re decreasing that\u2019s going to have impact. And PLA being ecommerce specific, that\u2019s where you\u2019re going to see it the most visible. So I\u2019d say that would be the most significant contributor of it.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">But I also think that advertisers, and rightfully so, advertisers are being more targeted in where they\u2019re spending. So instead of like, hey blanket approach, every product kind of going there. Honing in on the categories that are doing well. So honing in on the home and garden, electronics. Whether it\u2019s home delivery on groceries and stuff like that. Those categories and staying away from the ad spend on things like luxury fashion goods.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">So we\u2019re seeing lots of changes in the ecommerce landscape. We\u2019re also seeing some changes in how people are consuming content. Talk to me a little bit about what we\u2019re seeing in the online education space. Seems like that\u2019s something that\u2019s relevant. People are at home. If they don\u2019t have kids, they have lots of free time. If they have kids may the force be with you. What are we seeing in the online education space?<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">Yeah, and this is interesting too. Because we saw just kind of back on like Google trends that there was a huge uptake in the online learning categories. And I think we know that there\u2019s been a lot of companies that have been hit hard with this. And some put in place layoffs or furlough. And so you have people that are sitting at home with more time on their hands. So we have seen from a search demand perspective, a sharp increase in online learning and type queries.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">But when it translates over to visibility, there\u2019s really two strong winners that I spotted off the bat in these kind of like online classes, Coursera and Udemy. So those are the two ones that are really kind of like separating themselves. So not from each other. The difference between the two is only like a thousand points or so. So those are neck and neck. But interesting enough, Lynda who also has online courses has been relatively stagnant during this entire time. So I think that\u2019s a good example of those demands catching the rising tide to it. And Lynda having actually some missed opportunity to making sure that they\u2019re competing on those queries as well.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">So it seems like the industry as a whole, online education is improving. Are we seeing the same things happening at the university level? Are people going to the university sites to get online education? Or just the content providers?<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">So yeah, the university\u2019s not the same sharp upticks that we\u2019re seeing with these online courses. And I think a big piece of that is one, like Coursera and all the others are offering courses from universities in those platforms. So you can take classes from Michigan State, UCLA, or whatever in those different platforms. And that\u2019s just, hey, I\u2019m going to take one class. But as far as like the enrollment and a full bachelors, masters, et cetera. Not seeing really huge changes there. So there has been some movement in the universities. I did notice USC had a pretty decent uptake for where they are. And some movements that are not the same large significant surge that we\u2019re seeing within these online trainings for online learning.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">So it\u2019s interesting to me we\u2019re seeing a change in ecommerce. Obviously people are starting to think more about what they want to buy. Maybe they\u2019re fixing up their home. The Home Depot is having a nice little run in terms of its search visibility. People are starting to think about how to get educated. So we\u2019re seeing some of the Courseras and Udemys of the world start to see a big boost in terms of how Google prioritizes them. What about in the healthcare space?<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">Yeah. So the first one to healthcare, starting with the two largest players, WebMD, Mayo Clinic pretty much flat. There\u2019s nominal change week over week over the last month. So those ones that we know that this is a sector that has increasing demands. So I think that\u2019s notable in the sense of, hey, these guys aren\u2019t really capturing much in the back. And then if we say like, okay, where is that traffic going?<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">No surprises here. The CDC is continuing to grow, barring week they didn\u2019t. But otherwise \u2026 It\u2019s been kind of stagnant this last week. But otherwise since the beginning of this consistent growth week over week of what their coverage is. Same thing for the WHO not as pronounced, and considerably lower than the CDC. But they\u2019re also had a very obviously strong couple of months unfortunately. Kind of interesting though is the last few weeks the WHO has actually declined. So it hasn\u2019t been substantial decline points. But in the two to five point range. So this could be interesting to monitor.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">It\u2019s like are people having a fatigue? I\u2019ve read enough about this stuff. But I just want to forget about it. Or, and is it kind of taking its course as far as like a certain behavior aspect? Losing grounds? I think it\u2019s a little too early to tell from that. I\u2019d say definitely the CDC is continuing to capture the most.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">I would say they\u2019re really, the surprising one that had substantial increases was Healthgrades. And Healthgrades had an excellent month. This last week alone they had a 26 point increase. But you can go back to the very start of the year, end of last year, that they started this surge and this growth. And they ended the year around the visibility score of about 25,000. And now they\u2019ve actually surpassed the 100,000 mark. So, in month in particular, substantial, I\u2019d say roughly estimating probably like a 35 percent increase. But for the whole year they\u2019ve definitely been strengthening. And kind of improving elements of the site have regained some of that market share.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">Interesting to me that Healthgrades obviously in the healthcare industry. But really the center of their website is around finding a doctor and a hospital. And understanding who the right care providers are. Not necessarily doing home education. Probably something that\u2019s good for the world. You mentioned that maybe people aren\u2019t paying attention to the World Health Organization website as much because they\u2019re over satiated with Coronavirus content. Tyson, I can tell you that I\u2019m there. Let\u2019s just do a deep dive. Who\u2019s winning in the sports world? I miss it so much.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">Unfortunately, I think we\u2019re all losing in the sports world because I miss sports quite a bit. But as far as like which websites and leagues are doing well. Not that substantial of changes. I was actually expecting to see a little bit more of an uptake from the NFL with the draft. They actually had a little bit of a decline in the last couple of weeks. But nothing super substantial. So it\u2019s been relatively consistent. MLB very, very minor increases. But I\u2019d say all four of the big leagues of NFL, NBA, MLB, NHL, all of them are remaining rather stagnant.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">How about the content providers, the ESPN, Bleacher Report, or CBS Sports of the World?<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">Yeah, I mean I think, ESPN I was actually expecting to see a little bit more of uptick. Which you\u2019re seeing some. So you know maybe Michael Jordan\u2019s still doing his work for them.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">Michael Jordan, The Last Dance documentary. Even for the non sports fan. It\u2019s a wonderful documentary. You should check it out.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">Which yeah, it\u2019s about the closest thing to watch sports again that I\u2019ve been seeing. But the one that is actually has been kind of gaining some grounds, and they\u2019re still ways behind ESPN. But Bleacher Report has had a strong start to the year, not just for the last month. But I\u2019d say they are hitting an all time high for the last 12 months. Which given a space that is suffering a bit for recent news and things like that. I would say that\u2019s definitely a win for Bleacher Report.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">Yeah, I think that\u2019s an interesting commentary on content businesses in general, ones that are affected without real live news. Bleacher Report is a website that really focuses on short form content highlights. Not necessarily recaps. And so they\u2019re kind of meme oriented content. And they\u2019ve seen an increase in visibility during the period of the Coronavirus. While we\u2019ve seen ESPN stay flat, and maybe even go down slightly even with the launch of the Jordan documentary. I guess last question for you, since we have to talk a little sports. I can\u2019t do more Coronavirus content for anybody else who is a sports fan. The Last Dance documentary came out. It\u2019s the biggest thing in the sports world. Tell me how the Michael Jordan keyword is performing.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">So Michael Jordan won. No real surprise here. Wikipedia is still locking down that number one placement. So that\u2019s kind of as we expected from the space. But ESPN has made some ground there. And they actually have a stacked ranking, as it is right now in position four and five for MJ\u2019s file. And then also having The Last Dance documentary one spot before that in position five.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">What\u2019s interesting to me is it doesn\u2019t look like search volume has actually changed very much in the Michael Jordan documentary.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">I mean it\u2019s Michael Jordan, It\u2019s like \u2026 It\u2019s just always 10. Right?<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">Well his athleticism is a 10 out of 10. But the search volume is actually kind of like a seven out of 10. He\u2019s still a retired basketball player and an NBA owner.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">Yeah, but this many years past his career if he\u2019s at a seven that\u2019s still amazing.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">Yeah. Wonderful. All right, Tyson, let\u2019s do it. Give me your winners and losers for the SEO community for the month. Who\u2019s your winner for the month?<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">My winner, and this is just in the volume, I would actually give it to Healthgrades. And a short close second place I give it to The Home Depot.<\/span><span style=\"font-weight: 400;\"> Both of those websites beyond the month had a really strong first part of this year trending right direction.<\/span><\/p>\n<p><strong>Ben:\u00a0<\/strong> \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">I\u2019m going Bleacher Report, the short form content, topical sports content. Helping keep guys like me sane and obviously they\u2019ve had some great gains in SEO as well. Talk to me about who your losers are for the week.<\/span><\/p>\n<p><strong>Tyson:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">Losers. I\u2019m going to kind of go out of the norm on this one. And I\u2019m going to throw Google under the bus. I think seeing the kind of decrease AdWords presence. I\u2019m sure it\u2019s not really like necessarily hurting them. But also then really trying to scrap together a little bit more market share in this ecommerce world. That actually put that as kind of like a loser for this month.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">You know what? You know who I\u2019m going to go with a loser. I\u2019m going to go with the keyword Coronavirus. Coronavirus we are sick of you. Go away. We want to talk about something else next month. And that wraps up this episode of the Voices of Search podcast. Thanks for listening to my conversation with Tyson Stockton, the vice president of services at Searchmetrics. We\u2019d love to continue the conversation with you. So if you\u2019re interested in contacting Tyson, you can find a link to his LinkedIn profile in our show notes. You can contact him on Twitter where his handle is, Tyson underscore Stockton. Or you could visit his company\u2019s website, which is searchmetrics.com.<\/span><\/p>\n<p><strong>Ben:<\/strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<span style=\"font-weight: 400;\">Just one more link in our show notes I\u2019d like to tell you about. If you didn\u2019t have a chance to take notes while you were listening to this podcast. Head over the voicesofsearch.com where we have summaries of all of our episodes, contact information for our guests. You can send us your topic suggestions or your SEO questions. You can even apply to be a guest speaker on the Voices of Search podcast. Of course, you can always reach out on social media. Our handle is Voices of Search on Twitter, and my personal handle is Ben J. Shap. B-E-N J S-H-A-P.<\/span><\/p>\n<p><strong>Ben:\u00a0<\/strong> \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <span style=\"font-weight: 400;\">And if you haven\u2019t subscribed yet and you want a daily stream of SEO and content marketing insights in your podcast feed, we\u2019re going to publish an episode every day during the work week. So hit the subscribe button in your podcast app. And we\u2019ll be back in your feed tomorrow morning. All right. That\u2019s it for today. But until next time, remember the answers are always in the data.<\/span><\/p>\n<\/div>\n\n<p><a href=\"https:\/\/blog.searchmetrics.com\/us\/april-2020-winners-and-losers-tyson-stockton-searchmetrics\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Episode Overview:\u00a0Uncertainty and anxiety left many companies unsure of how they\u2019d weather the first full month of most shelter in place orders due to COVID-19. Some adapted quickly, while others came up short in their projections. Join host Ben as he chats with Searchmetrics\u2019 Vice President of Services Tyson Stockton about which companies successfully pivoted [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":225408,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[36,13],"tags":[],"_links":{"self":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts\/225407"}],"collection":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/comments?post=225407"}],"version-history":[{"count":1,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts\/225407\/revisions"}],"predecessor-version":[{"id":225447,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/posts\/225407\/revisions\/225447"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/media\/225408"}],"wp:attachment":[{"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/media?parent=225407"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/categories?post=225407"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/qcsglobal.com\/blogs\/wp-json\/wp\/v2\/tags?post=225407"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}