Bucking trends to do what’s right for your site
- More content isn’t necessarily better
- Improving old content is also useful
- Bigger sites aren’t better
- Deleting content can raise ranking of remaining content
Content landscaping
Take stock of the elements and what you need
Elements
Existing Efforts
- How much content are we creating?
- How much went live?
- What types?
- How much did it cost?
Performance
- Look for outliers in search console
- Look at what’s driving impressions but not click-throughs
Competitors
- Were producing dry ads with a client until they saw a playful ad from the client’s competitor. Made a playful ad which performed much better.
- Can search for ads in Facebook and LinkedIn
- semrush and spyfoo for ad research
- See what copy competitor’s ads are using
Search & Keywords
- Are keywords driving the right traffic?
- Look at bounce rate and conversions
- Which ones have a high buying intent
- Moz serp analysis can show what is ranking
- Semrush content template shows related keywords and who is ranking for it
- Storybase shows demographics by keywords (demographics.io free and powered by Storybase)
Social Landscape
- Not every channel is for everyone
- Which channels are competitors using?
- Where is audience?
What’s New?
- Stay on top of what’s happening
- Look at data on new approaches
Takeaways
Testing
- Thrive headline optimizer
- CTA placement and content
- SearchPilot SEO split testing
Utilize Resources
- Outsource the right things to the right people
- Make the most of what you have
Tools
- Moz
- SEMRush
- Portent Idea Generator
- Recordit Fast Screencasts
- Reddit Keyword Research Tool (keyworddit)
Goals
- Think about goals that make sense for you