#048 Content Marketing Newsletter 🇺🇦

Pyramid of SEO Success, Blog UX, Free SEO tool, and more.

My prayers are with the Ukrainian people and their families 🇺🇦. Here, You'll find a list of vetted ways to help as a foreigner.

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🎯 Actionable Insights

💡 1. The Pyramid of SEO Success Needs

Not getting the desired SEO results or confused about where to start the SEO execution?

If so, you'll find this SEO pyramid chart helpful.

Let's discuss each step one by one. → 

Step 1(Fix): Fixing Technical and Page Experience Issues

Technical SEO is one of the key factors that will give a solid foundation to your SEO strategy. Some of the most important aspects of technical SEO are:

• Indexability & crawlability

• Meta data and structured data

• Site structure

• Navigation 

Step 2 (Improve): Improving Existing Content

Once you have Built The Foundation, Look for quick and reliable SEO opportunities. For example, updating/ refreshing existing content could bring significant change to the overall site's performance.

Not every page deserves a content update.

Therefore look at the following factors to find content opportunities:

• Are these pages ranking on the 2nd or 3rd page for the target keyword?

• Is this still relevant to the business?

• Do these pages have the potential to drive qualified traffic or (and) conversion?

 Step 3 (Build): Finding & Creating New Content Pieces

Now, it's time to plan and create new content that not only drives traffic and also brings business value.

Usual activities for this stage are:

• Keyword research

• Content gap analysis

• Publishing and promoting content, etc.

"It's also unlikely that you'll be able to fix/improve everything also, so don't wait for that to move to the Build stage of the process. It's key to prioritize and balance actions to move forward to maximize impact." - Aleyda Solis.

👉 Insights from Aleyda Solis (International SEO Consultant)

💡2. Consider these 6 Actionable Tips to improve blog UX

1/ Expandable TOC

Using TOC for long-form content is great for 2 key reasons:

1. Helps the reader to navigate the page

2. Triggers site links in the SERP

But sometimes, a long TOC can be overwhelming for the user.

Consider using an expandable TOC to limit the height.

2/ Time-To-Value

One of the best ways to win at blog UX is reducing the time to value as much as possible.

That means helping the readers to get the actual information that they want, Faster.

'Search Engine Watch' does this by providing a 30-sec summary at the beginning of each article.

Take a look →

3/ Demonstrate EAT

Answer why users should trust the information of the webpage.

Do you have:

• Experience

• Expertise

• Subject Matter Experts, etc.?

Use them to build the credibility of your content.

Here’s how Healthline shows the EAT of the webpage by showcasing the medical reviewer:

4/ Links placement

If you’re putting CTAs such as ‘get a demo‘ within a paragraph, then the CTAs may easily get ignored by the readers.

Add important CTAs in a single sentence as this will stand out from the paragraph and get the readers’ attention.

Insight from SiegeMedia

5/ Inline relevant CTAs

Most people get this wrong by adding generic CTAs for all articles.

Instead, use CTAs that are directly related to the page topic.

Here’s an example from Shopify:

Page Topic: Guide to Ecommerce Shipping and Fulfillment

CTA: Free shipping calculator

6/ Short and clear Introduction

How often do you love reading a 300-word introduction & then getting to the information you were looking for?

Not a single time, right?

The same holds true for your users.

Key considerations:

• To-the-point (under 70-80 words is what I prefer)

• Explain what to expect

• Purpose of the page

Backlinko’s blog is a great example of this.

Key Takeaways to improve your Blog UX:

1. Use expandable TOC to trigger site links & improve UX

2. Reduce the Time To Value

3. Demonstrate EAT

4. Right Links placement

5. Add Relevant CTAs

6. Make your Intro to-the-point

👉 Insights from Sk Rafiqul Islam (Get more insights on Twitter)

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🗓️ Free Resources & Upcoming Events

💡 1. A Free SEO Tool To Find Pages That Lost Impressions in Google

Knowing which pages are getting fewer impressions over a certain period of time is a great way to find GSC index coverage issues.

Here’s how you can do the GSC impressions URL inspection in seconds.

Step 1. Visit Lost Google Impressions Index Checker

Step 2. Authorize your Google search console account and select your property.

Step 3. Select the time period to compare the data

Step 4. Inspect URLs and get your list of URLs.

And, you’re done.

👉  Start your GSC Lost Impressions Test

💡 2. SEO At Scale: What Large Ecommerce Sites Do Differently

Scaling any eCommerce sites will bring new technical issues/ challenges.

Not only that, but you also need to deal with SEO strategy to rank the product and category pages higher and drive business value.

Join this webinar and learn about:

• Rank your top-performing pages by spending crawl budget wisely.

• Connect revenue with the organic search strategy.

• Discover new growth potential with automation.

Date of the webinar: March 09, 2022

From: Search Engine Journal

(Can't attend the webinar live? Sign up to get the recording)

👉 Register For The eCommerce SEO Webinar

💡 3. On-Site Search Intent: 3 Powerful Ways To Increase Sales

One of the most important factors in SEO success is fulfilling the searchers’ intent with your web pages.

However, search intent can also give you insights about user behavior.

Join this webinar and learn about:

• Use search navigation tracking to gain insight into your traffic.

• Build more traffic dynamically with search intent data.

• Create informed, high-conversion SEO strategies using internal search intent.

Date of the webinar: March 02, 2022

From: Search Engine Journal

(Can’t attend the webinar live? Sign up to get the recording)

👉 Register For The SEO search intent Webinar

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💬 SEO & Content Marketing Wisdom

💡 1. SEO Tip to Rank Higher on Google

“How to Rank On Google - the Extremely Abbreviated Version:

A. Page 2 & Beyond — Relevant Content

B. Page 1, Bottom — A + Links

C. Page 1, Top — A + B + User Satisfaction”

- Insights From By Cyrus Shepard (Co-Founder of Zyppy SEO)

💡 2. Don’t Afraid of Top Pages Having Too Many Backlinks 

Don't focus too much on the no. of backlinks of the top pages.

The chances are that most of these links are from irrelevant/ user profile pages/ low-quality directory sites/ etc.

Solution?

See the backlinks report for each page & notice the following factors:

- Quality (relevancy, natural, descriptive anchor text, the topical authority of the site, etc.)

- Do-follow/ no-follow (Do-follow could be better in most cases)

- No. of outgoing links on the page (too many outgoing links is less valuable) 

From my experience: Many times I have seen the avg. no. of backlinks of top 5 pages are 1k+.

But when I dig deep, I found:

- Over 90% of these links are trash

So, instead of assuming the backlink strength of top pages by just looking at the raw no. of backlinks, do your research and try to evaluate the quality of those links.

- Insights From By Sk Rafiqul Islam (Creator of Content Marketing VIP)

💡 3. Importance of SEO positioning

“Good positioning is an SEO advantage. One way to beat big brands is to have a niche that allows you to prioritize content in the header/footer navigation where they can't or won't.

Your most important post? Linked sitewide.

That same post for them? Often three clicks deep.”

- Insights from Ross Hudgens (CEO/ Founder at Siege Media)

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🆕 What’s New

💡1. Keep Your Title Length In Check To Prevent Title Rewrites (Backed By Data)

In a recent SEO study done by Zyppy SEO, it is found that Google is rewriting nearly 61% of page titles.

So if you also see a negative impact because of title rewrites, here are some suggestions (backed by data) to consider:

• Keep Your Title Length In Check

• Match the Title Tag to the H1

• Don't Break the Title Into Sections

• Use Keywords That Match User Search Queries

• Avoid Repeating Keywords in the Title

• Keep Your Titles Up-To-Date, and more.

👉 Read The Full Article Here

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😄 Have Some Fun

When you let the SEO name the business

From Twitter (Michelle Robbins)