#083 Content Marketing VIP Newsletter
Three actionable SEO lessons from TechTarget.com to improve your content strategy (case study).
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🎯 Actionable Insights
1. Three actionable lessons from TechTarget’s massive SEO growth
TechTarget has increased its organic traffic by over 17 million (74%) in just one year.
One of their biggest traffic sources comes from glossary-type pages. TechTarget is ranking for keywords like:
What is big data
What is six sigma
What is metaverse
What is dropshipping, etc.
In fact, they are ranking on the first page for 57,000+ ‘what is’ keywords.
There are many factors behind TechTarget’s SEO success but here are three elements that you can steal for your website:
1/ Time to value
Every page has a low time-to-value for readers. That means users can get to the most important information quickly from the page.
In this case, every glossary page is optimized for ‘what is’ keyword types where the user is most likely to read the definition.
This is why almost every glossary page of TechTarget starts with the definition instead of a generic or lengthy (150+ words) introduction.
Here’s an example where the first section is ‘what is big data.’
This helps in reducing the time to value as much as possible and helping readers to find the required information faster.
Action items: While creating the content structure, think of the most important information/section for the users. Make that section closer to the beginning and easy to access.
2/ Content depth
Typically, a glossary page covers only the definition under 200/300 words. But in this case, every glossary page covers related questions (especially from the PAA box) and subtopics.
Here’s a similarity between the PAA box questions for the target keyword and topics covered in the article.
Action items: Instead of creating multiple thin pages focus on creating one page with 10x content depth covering related questions and subtopics.
3/ internal linking
Building a list of glossary pages makes your internal linking strategy much easier. When you have an individual page for specific terms, you can add internal links from other blog posts, landing pages, etc.
Action items: Instead of adding internal links to pages randomly, group your pages by topics. This way, you can pass the PageRank from one page to a related one.
👉 Insights from Content Marketing VIP
2. Take Internal linking inspiration from this B2B website
Internal linking of ScnSoft(.com) is one of the best strategies a B2B brand can consider executing.
First, they have created multiple landing pages for industries, features, services, case studies, and more.
Second, each landing page is linked with all the other related pages such as case study pages, technology pages, etc.
The internal linking structure is similar for all service pages.
From service pages, they have strategically linked to most of the important pages (services, industries, solutions, etc.).
Action items: B2B sites with multiple landing pages for different features, industries, case studies, and product use cases should embrace this internal linking strategy. Put all the important pages within three clicks away from the home page.
💬 Bite-sized Insights
💡 1. Review your existing content
Published a lot of content in 2022?
Take time and analyze their performance instead of creating new ones.
ranking from 11th to 30th position
with high impressions and low CTR
with no traffic and backlinks - delete/redirect/merge?
with the most and least conversion rate
Next, create action items for each page. This will help you understand what actions to do next for pages.
Creation action items. Here’s an example of tracking content audit with clear action items:
💡 2. Five content types you should upgrade right now (by SERanking)
Not sure whether to start your content auditing process?
Here are five content types that you should consider updating now.
1. Pages with high positions but low click-through rates may have low-quality meta tags. Work on your titles and descriptions to promote your site’s value to both search engines and visitors.
2. Pages with high traffic but few conversions may be unappealing to Internet users. The content doesn’t adequately address users’ issues. Low conversion rates also point to slow-loading page speeds or problems with your content’s relevance to titles and CTAs.
3. Pages with low or high impression counts but low clicks may require more optimization (improve content depth, add more relevant keywords, fix website loading issues, etc.).
4. Pages with below-average dwell time may contain redundant information or have a poor user interface.
5. Pages that were last updated more than a year ago may require an update. Make sure the information is up to date.
👉 Insights from SERanking (Try SE Ranking, an all-in-one SEO tool)
🗓️ Free Resources and Tools
💡 1. Free SEO tool for Google Search Console Optimization
Page Outil is a freemium SEO tool that lets you optimize your web pages using the Google search console.
The tool compiles all the necessary information such as search queries, page metadata, headings, ranking position, etc, on one screen.
Deeper dive into keywords