Most content fails to grow traffic not because it lacks links, is low quality or poorly executed. But because it lacks great planning. In this session, you will learn the exact process Dan has repetitively used to plan content which grows traffic. You'll learn creative ways to find uncovered keyword opportunities, how to analyze topics to find 'ranking gaps', and how to plan your content calendar around topics that will lead to the most traffic.
Takeaways from the presentation:
- Know why the topics you choose to write about are the number one factor to content success (or failure)
- Learn how to quickly identify keyword and topic opportunities
- Learn how to analyze keywords and topic for 'ranking gaps'
- Understand how to calculate potential traffic (and why this is much better than search volume)
- Leave with a starter spreadsheet to start building their own functioning, field-tested, SEO content calendar
Presented at Content Marketing World 2019
5. 14,000+ Clicks last month alone
MYTH: LINK BUILDING
NO PRO-ACTIVE LINK BUILDING
6. it's score may or may not matter at all unless you are
certain the focus keyword and content created are a
perfect match.
MYTH: "FOCUS
KEYWORD"
USING IT DOES NOT IMPACT RANKINGS
7. Subdomains vs subfolders
Keywords "Stuffing"
SEO Does NOT Ruin Content
Publishing Frequency and Consistency Don't Matter
EAT (the type described in the Quality Raters Guidelines) is NOT
part of the algorithm
MORE SEO MYTHS
MASTERING THE ART OF SELLING PRESENTATION
8. Y O U ' R E U S I N G S E A R C H
V O L U M E I N S T E A D O F T R A F F I C
P O T E N T I A L
9. Pages rank for dozens, hundreds or thousands of
keywords - all with their own volume, and the
aggregate results in traffic.
HOW TRAFFIC
ACTUALLY HAPPENS
SEARCH VOLUME ≠ TRAFFIC
10. Pages rank for dozens, hundreds or thousands of
keywords - all with their own volume, and the
aggregate results in traffic.
HOW TRAFFIC
ACTUALLY HAPPENS
SEARCH VOLUME ≠ TRAFFIC
11. Pages rank for dozens, hundreds or thousands of
keywords - all with their own volume, and the
agreegate results in traffic.
HOW TRAFFIC
ACTUALLY HAPPENS
SEARCH VOLUME ≠ TRAFFIC
12. Y O U ' R E T R Y I N G T O O H A R D
(sort of)
13. A small handle of posts drive most of traffic.
80/20 RULE
SMALL INPUTS > LARGE OUTPUTS
The 80/20 SEO Strategy Video
14. A small handle of posts drive most of traffic.
80/20 RULE
SMALL INPUTS > LARGE OUTPUTS
The 80/20 SEO Strategy Video
21. Play with list options
Don't need to use for metrics, just ideas
METHOD 1: MOZ KEYWORD
EXPLORER
https://analytics.moz.com/pro/keyword-explorer
22. Based on questions people ask around the web
More popular topics work well (but still try smaller ones)
METHOD 2: BUZZSUMO
QUESTION ANALYZER
https://app.buzzsumo.com/research/questions
24. The plural word is the ‘noun’ - the searcher generally wants
information organized in that way.
Examples:
Digital marketing strategies
Facebook ad tips
Cybersecurity best practices
Preschool curriculum ideas
Customer service tools (you have to figure out what “tools” means)...
examples...
techniques...
skills...
traits
INFORMATION/CONCEPT
LIST
25. The searcher is trying to understand the difference between two
things
Examples:
Silver bars vs coins
Keto vs paleo
Hearing aid vs sound amplifier
VPN vs Proxy
VS
26. The plural "thing" is the noun around the topic the user is interested
in.
Examples:
Piano Apps
Business Podcasts
Marketing Books
...conferences
...events
...websites
-
OBJECT/THING LIST
27. Examples:
How to jump a car
How to cook on the grill
How to ask a girl out
-
HOW TO / PROCESS
28.
29. User is asking simple question on the surface but it's an opportunity
to go more in depth.
Examples:
Is facetime safe
is butter dairy
Is piano hard to learn
Use: answerthepublic to find a lot of these!
-
YES/NO QUESTION
30. User is asking simple question on the surface but it's an opportunity
to go more in depth.
Examples:
Is facetime safe
is butter dairy
Is piano hard to learn
Use: answerthepublic to find a lot of these!
-
YES/NO QUESTION
31. The query added to the topic makes the subject of the article
concrete.
Examples:
History
Timeline
Pros and cons
FactsQuotes
Recipes
Biography
Job requirements
Review
-
LOTS MORE...
32. Rules of thumb:
Start with definition (Commonly searched with “what is” or
“definition”)
Use google and topic research to determine structure and sections
Might be a candidate for multi-page section “hub”
-
TOPICS: USE CAUTION
33. Simply combine your seed topics with content type keywords
CREATING FULL
KEYWORDS
39. Scan titles and content to see if current results
match the query.
GAP 1: RELEVANCE
GOOGLE'S #1 METRIC*
*Paul Haahr: How Google Works
40. Look for results with equal or lower DA than yours.
Niche can matter (Google may rank lower DA but
higher niche focus)
GAP 2: AUTHORITY
STRENGTH OF A SITE BASED ON BACKLINKS
MozBar Plugin
41. Look for results that have weaknesses or make you
cringe
GAP 3: QUALITY
HOW GOOD THE RESULT (AND WEBSITE IT'S ON) IS
42. Look for results that have weaknesses or make you
cringe
GAP 3: QUALITY
HOW GOOD THE RESULT (AND WEBSITE IT'S ON) IS