how to write better SEO content
the days of ultimate guides, "10x content" and the skyscraper technique are behind us. modern search content has to be smarter to generate results
here are 10 small-but-mighty tweaks for writing better SEO content:
the days of ultimate guides, "10x content" and the skyscraper technique are behind us. modern search content has to be smarter to generate results
here are 10 small-but-mighty tweaks for writing better SEO content:
1/ share an opinion
an article like "20 Best CRMs for 2022" is less helpful than it seems
what you view as "choice" the reader finds overwhelming
they can only buy one CRM. they want your expert opinion
an article like "20 Best CRMs for 2022" is less helpful than it seems
what you view as "choice" the reader finds overwhelming
they can only buy one CRM. they want your expert opinion
Wirecutter learned this lesson early and used it to dominate the SERPs
they review dozens of items for every category...
and then they recommend ONE
in a sea of hedging, they stand out with a clear, defensible opinion
animalz.co
they review dozens of items for every category...
and then they recommend ONE
in a sea of hedging, they stand out with a clear, defensible opinion
animalz.co
2/ tackle unserved "gaps" in search intent
Google is more fallible than we think
top-ranking content isn't always the "best" content for meeting the search intent - it's just the best from a bad selection of existing content
you can write something different and win traffic.
Google is more fallible than we think
top-ranking content isn't always the "best" content for meeting the search intent - it's just the best from a bad selection of existing content
you can write something different and win traffic.
how? look for (and write about):
• missing information (“it’s weird that no one has mentioned X here”)
• differing and erroneous opinions (“that’s an outdated belief”)
• mistakes in Google’s comprehension (“that’s not what I meant by this keyword”)
animalz.co
• missing information (“it’s weird that no one has mentioned X here”)
• differing and erroneous opinions (“that’s an outdated belief”)
• mistakes in Google’s comprehension (“that’s not what I meant by this keyword”)
animalz.co
3/ create "ultimate guides" and listicles only when it's advantageous to the reader
these classic SEO posts aren't good or bad - they're a tool. like any tool, they need to be applied in the right way
these classic SEO posts aren't good or bad - they're a tool. like any tool, they need to be applied in the right way
ultimate guides offer value through centralisation: curating fragmented information into one place
if nobody has curated your topic, there is still a benefit to writing an ultimate guide
if the SERP is swimming in skyscraper posts.... maybe not
animalz.co
if nobody has curated your topic, there is still a benefit to writing an ultimate guide
if the SERP is swimming in skyscraper posts.... maybe not
animalz.co
4/ map your strategy to the maturity of content in your industry
the search results for your industry are not static - they evolve over time. your great results encourage other competitors to enter the fray
the strategy & resources required to dominate search will differ...
the search results for your industry are not static - they evolve over time. your great results encourage other competitors to enter the fray
the strategy & resources required to dominate search will differ...
...hugely according to where you sit on the content maturity model
low maturity industries (not many companies use content marketing) benefit from "basic" SEO strategies like listicles and ultimate guides
think legaltech or manufacturing
low maturity industries (not many companies use content marketing) benefit from "basic" SEO strategies like listicles and ultimate guides
think legaltech or manufacturing
...while high maturity industries (most companies use content marketing) need to be smarter, focusing on differentiation, opinionated content and "gaps" in the search intent
think sales or ecommerce
animalz.co
think sales or ecommerce
animalz.co
5/ take bets on volatile keywords
keywords themselves are not static entities. volume changes, topics wax and wane in popularity
@CassieNaji suggests treating SEO like an investor: build a balanced portfolio of "stable" keywords with predictable volume...
keywords themselves are not static entities. volume changes, topics wax and wane in popularity
@CassieNaji suggests treating SEO like an investor: build a balanced portfolio of "stable" keywords with predictable volume...
...but allocating some energy towards taking risks on up-and-coming keywords that have a low probability of a huge traffic pay-off
animalz.co
animalz.co
6/ write with refreshes in mind
all search articles benefit from periodic updates
some topics even need frequent updates (known as "query deserves freshness"): changeable information, recurring events, news
all search articles benefit from periodic updates
some topics even need frequent updates (known as "query deserves freshness"): changeable information, recurring events, news
for every SEO article, plan out when and how you'll update it:
• replacing outdated information
• updating old sources
• addressing new parts of the topic
• cutting anything irrelevant
• responding to newly published articles
animalz.co
• replacing outdated information
• updating old sources
• addressing new parts of the topic
• cutting anything irrelevant
• responding to newly published articles
animalz.co
7/ talk about your competitors
it's a fact of life that prospects will google your competitors
instead of hiding from the fact, embrace it and create articles that specifically target your competitors' branded keywords
it's a fact of life that prospects will google your competitors
instead of hiding from the fact, embrace it and create articles that specifically target your competitors' branded keywords
"competitor alternative" pages are a powerful search tool, generating highly qualified traffic, earning the trust of sceptical visitors, and - in the extreme - taking business away from rivals ;)
(@LenMarkidan and @podia are masters at this strategy)
animalz.co
(@LenMarkidan and @podia are masters at this strategy)
animalz.co
8/ don't blindly copy your competitors
many companies assume the strategies used by content marketing’s earliest adopters still work flawlessly today. they don’t
the strategy that HubSpot used to gain SEO domination is not the same strategy...
many companies assume the strategies used by content marketing’s earliest adopters still work flawlessly today. they don’t
the strategy that HubSpot used to gain SEO domination is not the same strategy...
...that will help a new company, a decade later, achieve the same goal. instead:
• write the blog posts they won’t
• target the keywords they deem too “low volume” to go after
• share opinions and expertise, and ditch definitions and listicles
animalz.co
• write the blog posts they won’t
• target the keywords they deem too “low volume” to go after
• share opinions and expertise, and ditch definitions and listicles
animalz.co
9/ look beyond your SEO tools
when every writer uses the same SEO tools to write about the same topics... the result is articles that look and feel exactly the same
copycats 🐈🐱😸
when every writer uses the same SEO tools to write about the same topics... the result is articles that look and feel exactly the same
copycats 🐈🐱😸
modern SEO content can't simply curate information from the existing search results
there is no moat: another company (with better domain authority) can write something longer and outrank you
animalz.co
there is no moat: another company (with better domain authority) can write something longer and outrank you
animalz.co
10/so focus on “information gain” in every article you create
primary research is the most defensible moat in SEO
when your competitors are busy remixing the same tired ideas, focus your energy on information they don't possess
primary research is the most defensible moat in SEO
when your competitors are busy remixing the same tired ideas, focus your energy on information they don't possess
original survey data. expert interview quotes. data collection and analysis.
add new ideas to the discussion - "information gain" - to stand out from copycats and future-proof your content for whatever the next ten years have in store
(spoiler: it's AI)
animalz.co
add new ideas to the discussion - "information gain" - to stand out from copycats and future-proof your content for whatever the next ten years have in store
(spoiler: it's AI)
animalz.co
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