Deep Rich Data II, How it Works in the World of Deep Rich Data and Google RankBrain
By Dr. Thomas R. Reich PhD
Warning; this is Technical, You may get very Bored!
Deep Rich Data II is a way to measure a company’s website against other websites within a particular market niche, in order to predict organic traffic rate, set goals for improvement and grow organic traffic to the website over time. Organic traffic are visitors sent to a business website by a major search engine, like Google, Bing or Ask. Further explained, organic traffic is defined as potential customers for a product or service that were not searching a particular company’s website, but instead were searching for information about that product or service that exists on the most qualified website for information on exactly what they are searching for.
When a website is built under the auspices of Deep Rich Data II protocols and meets Deep Content Marketing standards, it becomes a hub of information for one specific topic or topics of information. These carefully selected topics should most closely match the products or services that the company represented by the website sells or provides. Deep Rich Data II builds on the algorithms present in the common SEO protocols prevalent in Deep Content Marketing and in part, with Google’s RankBrain protocols.
Under the auspices of Deep Rich Data II, a company’s website becomes a growing living multi layered document (think of it as a growing reference EBook with pictures and videos) of a specific niche of specialized information. This specific niche of specialized information must be clearly defined with SEO relevance so as to represent the products or services provided by the company. As the website grows over time to include hundreds of pages of information relevant to that niche, the SEO goes from article specific to body of work specific and along strictly disciplined lines, becomes a unique core of information on that niche attracting organic traffic to the company or organization branding the website as its home.
The website must also include carefully selected pictures for added interest and SEO results, also meeting the disciplines and stated goals of Deep Content Marketing. This includes full labeling of all pictures with URL addresses, title, meta title, alt title and description. Associated informational videos and coordinated graphics to add interest, and must also be fully exploited within SEO labeling options. This core organization of the company’s website is followed up with explainer videos, white papers, PDFs and customer testimonials for re-enforcement over time.
Deep Rich Data II differs from the original Deep Rich Data (developed by Dr. Reich in 2010) in that it now includes a tangible test to assure compliance and demonstrate results and progress. Deep Rich Data II delves into diversity within the narrow niche target and adherence to strict protocols of Deep Content Marketing as required by Google RankBrain, Google’s new ranking protocol for content on the internet.
Deep Rich Data II Ranking Brake Down
Area 1 – Face Rank
A company’s websites Face Rank refers to the overall look of that website. This includes the website’s sense of professionalism, graphic presentation, frequency and quality of photos and videos as well as general continuity. Finally, the ability of the entire company website to act as one core of universally identifiable targeted information branded to a particular business, its products, services and in the process presents a general awareness of that branded product or service to your prospects.
Area 2 Merit Rank
This is a Company’s and therefore it’s website’s credibility within the business community and the community itself as reported or conveyed on that website. This area evaluates Customer Recommendations, Certifications, Community Involvement, Organization Membership and Peer Recognition. A company can be very active in the community, but if not presented correctly on the company website, it does not help add confidence to prospects. Under a Deep Content Marketing system, prospects will end up on a company website that is unfamiliar with that company. Presenting a positive image of the company, its employees, products and services from all angles is vital to converting potential prospects into potential customers.
Area 3 Destination Score
This is a function of Google Analytics and other analytical tools which evaluate actual visitors to a company website. It takes into account Bounce Rate, the % of visitors who immediately click away from the website within 10 seconds having not found the answer they are looking for, or not liked what they see upon landing within the website. This score looks at the # of pages and sections visited within the company website and the relevance of the pages visited to a core topic of the company’s products or services. Destination Score also takes into account total # of visits to the website, total organic first time visits and total repeat visits per month. Numbers of visitors to each area are adjusted by type of business, for instance a retail outlet would expect many times more visitors than say a construction company for the same results, since the per item sales rate differs extremely by design.
Area 4 Content Relevance
In this area, Deep Rich Data II looks at all content on the website and evaluates whether or not there is a clear and coherent core value that fits a targeted nitch throughout all the content. Whether each piece of content is well written and easy to read, if it has pictures relevant to the topic that add to the understanding and discussion of the topics. Additionally, if the content leads to a positive view of the company’s products or services and guides the viewer to see the company as the top provider of that product.
Area 5 Technical Refinement
Does the company website meet Google standards for navigation within the website? Is the website responsive, in other words does it change to optimize itself for whatever device a prospect is viewing it on? A Responsive Website means: Whether using a desktop computer, smaller laptop, tablet or smart phone, the website should be optimized automatically to that device. Does every page have the company logo and contact info in header and footer. Are there frequent links within the website itself, as well as links to authority websites externally? Is the entire website clearly branded to the company and the specific product or service without overtly selling that product? Are the branded graphics universally coherent, in other words are the same graphics, colors and font styles used throughout the website? Is the logo and company identification optimized for internet, on screen viewing and does the logo stay with the articles if allowed to be printed?
F + M + D + C + T + DRD Score
Each area is scored from 1-10 points. Each area is scored in order to give maximum credit for those things already done correctly on the company’s website. A fair evaluation should never say simply, a company’s website is good or bad, but to what degree it could be improved, and specifically in what area is it most in need of improvement.
An additional +5 points of extra credit is added to the DRD Basic Score for a good branded Social Media and Social Sharing Network properly attached to the website.
An additional +5 points of extra credit is added to the DRD Basic Score for having an active live spokesperson representing the company at community and business gatherings and giving presentations related to the company.
An additional +5 points of extra credit is added to the DRD Basic Score for having an easy recognizable Logo and Slogan.
An additional +10 points of extra credit is added to the DRD Basic Score for any regular external advertising.
An additional +10 points of extra credit is added to the DRD Basic Score for any regular Google PPC program attached to the company website.
An additional +5 points of extra credit is added to the DRD Basic Score for an active and ongoing back link and blog sharing program with the company website and popular targeted websites.
An additional +5 points if the company website’s content and pictures are fully SEO optimized per Google and Bing standards.
Last extra credit points added +10 for having a topic that is unique in a market area and with a low level of competition for that topic
Total Basic points possible 50
Total Extra Credit points possible 50
A DRD Score of 30+ is very poor and is likely to never get organic search traffic in its present condition. A company website with this score is below average for a business website on the internet today
A DRD Score of 35+ is poor and will have trouble attracting any organic search traffic, but does have a developable base. Average business website for what is on the internet today, basically just a calling card.
A DRD Score of 40+ is indications of a good core which can be developed into a very effective Deep Content Management website. However, at this time, it is vastly underperforming for various correctable reasons.
A DRD Score of 45+indications of developing website for content destination, showing some organic search action. Can become a much better performing Deep Content Marketing website with higher levels of organic search traffic by improving cretin areas and adding more and varied core content, SEO optimization, internal/external links and or device responsive design.
A DRD Score of 50+ indications are that the company website has a good core of information and a good coherent design. Indications are that organic traffic is incoming, areas of possible improvement will be noted. A company website with a DDR Score of 50+ must have had a very good team working behind it, or received extra credit for PPC and ongoing advertising. If the latter is the case, conversion to a targeted niche core data and conversion to a Deep Content Marketing website will be that much more successful and almost instantly show increased success and profitable.
At Cheetah Marketing Group, we have believed in Deep Content Marketing since before there was an internet. The source of this style of marketing is called Gorilla marketing and comes from the music industry. As for Deep Rich Data II, we invented it, so trust that we can guide you through organic marketing better than anyone one out there. Call us today for a free consultation!
When you decide in the future to add PPC and traditional advertising, the effects will be twice as fast and three times as effective because your name and reputation is already known in the market for exactly what you represent. Your destination website is now the source of information for what a prospect reacting to an ad you have placed is looking for – WIN WIN!
When you decide Deep Content Marketing might be a direction you wish to investigate, contact Cheetah Marketing Group. For over 30 years, we have created marketing programs for large companies and small alike. Our content creation is supervised by PhDs and MBAs, and our results are stellar.
Cheetah Marketing Group,
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