Match the Org’s Most Important
Priorities Grow top-of-funnel for product X by 25% this year Help us win more head-to- head deals vs. competitor Y Earn 10% more leads for our sales team via our free tools Top 3 Priorities: ID & create content that helps audience in our field Create comparison pages & rank for us vs. Y terms ID searches our tools answer & create content to rank Content Tactics
Show the Connection Between Goals
& Metrics @randfish Grow top-of-funnel for product X by 25% this year Twitter follower growth is correlated at 0.7 with growth in traffic from our tweets Twitter growth rate (& 2017 target): 14% (20%) Twitter followers (& 2017 target): 12.5K (22K) Twitter monthly visits (& 2017 target): 4.5K (10K)
Converting Directly Often Brings Lower
LTV Customers @randfish Folks whose 1st Moz experience is clicking this & signing up stick with their subscription for less time, on avg, than those who visit lots of Moz’s content before signing up.
Publish Amplify Grow network Rank
for slightly more competitive terms & phrases Get links Grow authority Earn search traffic If you know that amplification is where your flywheel is dying, hacks to reach a larger group may indeed be powerful!
(e.g. Rand’s Facebook Hack) I
first published this on my personal blog, but the post went nowhere on Facebook, so I deleted the original FB post and put up this one to my Medium version (which links to the original), and got ~5X the reach.
But Keywords Are Only the
Beginning Via Backlinko Google is much smarter at understanding topics and, most SEOs already do KW optimization, making it a less powerful way to stand out
The Modern SEO Pyramid Crawl
Accessibility, so engines can reach & index your content Compelling content that solves the searchers’ query Keyword Optimized to attract searchers & engines Content that naturally earns links & citations Title, URL, & description that earns high CTR Amplification via social/word-of-mouth Schema & markup that stands out in SERPs
Smart KW Research is a
Must: Via AdWords Sadly, AdWords data is not “smart.” These numbers are wrong (in reality, they represent a range) The “competition” & bids only speak to PPC, not SEO
2) Uncover related terms, phrases,
&topics 3) Craft a title, subtitle, & meta description that will stand out in the SERPand have strong relevance to the query 4) Use a format that will serve visitors on every device fast 5) Provide unique value that no one else in the SERPdelivers 1) Investigate what answers & content searchers need so you can effectively serve their needs Follow This 5-Step Process