#099 Content Marketing VIP Newsletter
6 minutes read with actionable SEO and content marketing insights.
šÆ Actionable insights
1. Content organization for SEO and improved UX
Long back I stopped adding 'conclusion' in blog articles (mostly) for my clients.
Instead, I instruct my content writers to end informational blog posts by aligning business offerings with the blog topic.
Hereās what is this and how to implement it right away:
Aligning business offerings with the blog topic means connecting the topic of the blog post with the products or services offered by the business in a way that is relevant and useful to the reader.
Here is an example:
Consider, an online data science training institute (say the company name is: Company X) is writing a blog article on the topic "How to get an internship in data science."
Now, instead of ending the post with a generic āconclusionā, I prefer aligning the business offerings with the search intent.
Hereās how:
Here, the reader wants to find ways to get an internship in data science. So, one possible way to end the article is by adding the following heading (H2):
<H2> How Company Xās data science training program helps you find paid internships
Here, the goal is not just to promote the business offerings but also to help readers align the current blog topic with the offerings.
Insights from: Content Marketing VIP
2. Improve brand reputation with third-party brand reviews
Start your SEO campaign by targeting keywords with high business value, not high search volume.
Here's what it means and why it matters in SEO š
Keywords (high business value) = Audience is searching for insights just before making the buying decision
Keywords (high search volume) = Popularity of the keyword is high among users of different buyers' stages.
High business value keywords are likely to bring better conversions than high search volume keywords.
Refer to this chart to understand the keywords zone:
Mistake to avoid: Targeting high search volume keywords without considering the business value.
As a result, you might see the site traffic graph going upward but lacking conversions.
Better approach:
In most cases, starting with high business value keywords is the preferred way.
Here is an example to help you understand:
For a digital marketing training institute, the following keywords will bring high conversions even if the search volume is low as 20 per month:
Digital marketing syllabus
Cost of digital marketing courses
Best digital marketing classes in [location X]
Instead, most businesses fall into the trap of targeting high SV keywords (lacks buying intent) like:
What is digital marketing
Digital marketing strategies
Future of digital marketing industry
Action items:
Give top priority to keywords with high business value (Zone I and Zone II in the chart) even if the search volume is as low as 20.
Once you cover the high search volume keywords in your industry, start targeting the low buying intent keywords.
Insights from: Content Marketing VIP
3. Free WordPress plugin to automate internal linking at scale
āGot a WordPress site and want to automate your internal linking?
There's a free plugin called Internal Links Manager that allows you to set up lists of keyphrases which will trigger an automatic link to that page.
It's incredibly useful when managing a back catalogue of thousands of pages. It's really configurable too, so you can set a number.ā
Install the āInternal links managerā plugin (Shared by Mark Williams-Cook)
ā Unlock SEO breakdowns of high-performing sites in search
When you join the Content Marketing VIP club, you'll unlock 30+ resources on:
SEO case studies
In-depth guides (EAT, Blog UX, Content briefs, etc.)
SEO audit
Frameworks and SOPs
Youāll also get access to new content going forward.
This should be expensive, right?
The content marketing VIP club has a yearly membership option which costs you only $27 annually. That means you'll spend around only ā¹6 per day to reach the top category of SEOs.Ā
If you're unsure whether this is right for you? DM over LinkedIn, and I'll help you decide (Don't worry, I'll never try to convince you to buy)
Join Content Marketing VIP Club membershipĀ
4. Information architecture to improve content readability and scannability
Information architecture helps you organize your content strategically so readers can easily find important information.
However, the human eye follows a certain pattern while scanning web pages.
Why it matters:
Optimizing your page structure, link or CTA placement according to eye-tracking research will drive more clicks and users' attention and improve dwell time.
The research suggests putting your important information in the 'F' pattern or the 'golden triangle' (check the image below).
Key takeaways:
āā¦So if you have important content near the bottom of long pages, consider creating a page content menu near the top of the page.
Write your major titles and navigation elements so that they fall within the āgolden triangleā (shown in yellow) or the āF patternā of reader visual scanning (shown in red).ā ā Search Engine Optimization | Web Style Guide 3
š” Helpful resources and tools
1. Website Comparison ToolĀ
Simply enter two URLs, and our tool will extract the data for both web pages including
Page titles and meta description
Dates
JSON and FAQ schema
Word and image count
content outlines
Heading structure
Most frequent keywords
Hereās an example:
Try Thruuuās free page comparison tool
2. Free Long-Tail Keyword Research Tool
Suggest Machine is a free long-tail keyword research tool. Enter your topic and simply get a huge list of keywords:
Long-tail search queries
and, underlying search intents
Once you get your keywords, Suggest Machine helps you to identify possible clusters, showing you the words that appear most often within the queries.
Hereās an example:
Try Suggest Machine and find long tail keywords for free
3. SERP Features Glossary | List of 40+ Types of SERP Features
Google is continuously improving SERP to provide fast and accurate information to users.
Therefore, getting familiar with different types of SERP features and how to use them in your SEO strategy is important.
Learn about different types of SERP features with examples.
What youāll find:
Different types of SERP features
How does it impact your SEO results
What to do to compete
Explore SERP features glossary