Proprietary Assets
Resources that a website or organization exclusively owns and that competitors can hardly replicate from public sources, including exclusive datasets, internal tools, accumulated process knowledge and first-hand experiential material.
Timeline (last 90 days)
Zyppy's analysis of about 400 websites found that 92.9% of winning sites had proprietary assets, while among losing sites this proportion was only 57.1%.
Among the five predictive characteristics, proprietary assets ranked third, with the top two being "offers a product or service" and "allows users to complete a task," followed by "focused vertical topic" and "strong brand."
The Zyppy study reveals correlation, not causation, between site characteristics and traffic changes, i.e., having proprietary assets does not necessarily mean surviving a core update.
Proprietary assets include exclusive datasets, internal tools, long-accumulated process knowledge, real experience from using a product, or first-hand material that only a particular organization possesses.
Proprietary resources should help visitors make decisions, evaluate options, and complete a meaningful next step; if the asset is merely display-oriented, its role in search performance and user retention will be discounted.
Only when proprietary resources fall within a focused topic scope can they support the whole site's content strategy; an "exclusive tool" unrelated to the site's main line can hardly provide structural help for search performance.
Recording the organic traffic and visibility of pages built around owned assets before and after major search changes cannot prove causation, but it can show whether the investment is forming a more resilient content foundation.
All Facts (7)
Zyppy's analysis of about 400 websites found that 92.9% of winning sites had proprietary assets, while among losing sites this proportion was only 57.1%.
50%UnverifiedAmong the five predictive characteristics, proprietary assets ranked third, with the top two being "offers a product or service" and "allows users to complete a task," followed by "focused vertical topic" and "strong brand."
50%UnverifiedThe Zyppy study reveals correlation, not causation, between site characteristics and traffic changes, i.e., having proprietary assets does not necessarily mean surviving a core update.
50%UnverifiedProprietary assets include exclusive datasets, internal tools, long-accumulated process knowledge, real experience from using a product, or first-hand material that only a particular organization possesses.
50%UnverifiedProprietary resources should help visitors make decisions, evaluate options, and complete a meaningful next step; if the asset is merely display-oriented, its role in search performance and user retention will be discounted.
50%UnverifiedOnly when proprietary resources fall within a focused topic scope can they support the whole site's content strategy; an "exclusive tool" unrelated to the site's main line can hardly provide structural help for search performance.
50%UnverifiedRecording the organic traffic and visibility of pages built around owned assets before and after major search changes cannot prove causation, but it can show whether the investment is forming a more resilient content foundation.
50%