“When creating content, be the best answer on the internet.”– Andy Crestodina.
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🎯 Actionable Insights
💡 1. Turn Your Blog Into A Library
Why is it never too difficult to find a book in a library even if there are thousands of books?
It’s because of the categorization of books.
The same applies to content marketing.
Every book is categorized by the topic/ industry/ popularity/ alphabetically etc.
The challenge with a site with hundreds/ thousands of articles is that old articles are hardly accessible by the user and the search engines as well.
Here’s an example:
One reason is WordPress themes (mostly) display only recent articles by default.
And, it looks like this:
<< Previous 1 2 3 4… 87 Next >>
Challenges with this approach?
- Hard to find articles by topic and time.
- The crawler needs to follow lots of links to get to page 86 (If there are a total of 87 pages)
“When content is buried hundreds of links deep, it sends a strong message to the search engines that you don’t think the content is important.
The pages will probably be crawled less often, if at all, and they probably will not rank very well.”
– Matthew Henry (SEO tool developer at Portent)
The better approach?
Categorize blog posts by category.
This will not only help readers to find the relevant content pieces but also help in crawling.
Do This Now:
1/ Make a list of all blog posts published.
2/ Create multiple categories.
3/ Now divide all the blog posts by tagging with the relevant category.
4/ Update the ‘Blog‘ page and add all the relevant categories so a reader can easily navigate articles on different topics.
💡 2. This May Affect The Page Quality of eCommerce Product Pages
When it comes to the page quality of product pages, reviews or testimonials are also considered the page’s main content.
Here’s what I mean:
That means quality raters are asked to measure the page quality by the quantity and quality of the reviews.
The quality raters guideline clearly says that for a product page, look for the product information and the positive reviews to measure the website/business reputation online.
The key message here is:
If you display reviews on the product page, then look for the quality of the reviews.
For instance, if most reviews are negative about the product or the business, Google might also consider this low quality.
As a result, it might affect the SEO traffic as well.
💡 3. Adding Testimonials & Reviews The Right Way
In most cases, ‘Testimonials‘ and ‘Reviews‘ pages get the least visits.
In case you don’t know how to track the performance of these pages, this will help:
Follow the path in Google Analytics:
Behavior → Site Content → All Pages → Navigation summary
This will give you the performance of the navigation summary of the site:
Once you get the data, you’ll find that ‘Testimonials’ (mostly) is the least visited section by the readers.
After all, nobody put negative reviews/comments on these pages.
Adding testimonials/ client reviews within the landing page content.
Here’s an example:
Having a separate page for testimonials is good, but it’s better to add them within the content.
💡 4. New Year Content Opportunities
Chances are you already have content pieces related to statistics, yearly trends, etc.
This is the right time to find those low-hanging fruits and turn them into a relevant content idea for 2022.
1/ Go to Google Search Console
2/ Select Custom Regex and add regex as (202|trends|stats|statistics)
This will show you all the queries and pages you can update with the latest studies, statistics, or fresh information to stay relevant in 2022.
💡 5. Expert Tip On Copywriting
One of the best places to find copy ideas is competitor reviews.
1/ Find customer complaints about competitor products (Amazon, Quora, G2, etc.)
2/ Turn those reviews into an effective marketing copy.
This way, you’ll solve the customer’s pain points and turn their concern into an advantage.
👉 Insights From Jeremy Moser (Co-founder & CEO at uSERP)
💬 SEO & Content Marketing Wisdom
💡 1. Content Marketing Is Like Investment
“Every single piece of content you create is an asset you can leverage.
The moment you start thinking about content marketing the same way you think about investing — is the moment the game gets easier.“
– Ross Simmonds (CEO at FoundationInc)
💡 2. How To Grow A Blog
“How to grow a blog:
- Use short intros
- Reply to every comment
- Focus 100% on QUALITY. Not quantity
- Cover trending topics
- Publish long-form content (4k+ words)
- Make your blog design look great
- Promote via email (outreach and newsletters).”
– Brian Dean (Founder of Backlinko)
😄 Have Some Fun
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