#055 Content Marketing Newsletter
SEO strategy breakdown of a B2B site, HARO link building, and much more.
🎯 Actionable Insights
💡 1. Going From 30+ Clicks/Day → To 70+ Clicks/Day [Actionable Case Study]
Sharing the key SEO optimizations that we did to achieve the growth for one of our clients.
Let’s get started.
1/ Building The Foundation
Started with fixing technical SEO issues as the site had removed many product and category pages.
Issues solved: broken links, orphan pages, metadata optimization, navigation, etc.
2/ Updating Existing Content
The team members or developers built every service page. So the SEO optimization part was missing. Did keyword research, created briefs, and updated every service page with content and metadata targeting keywords.
3/ Topical Relevance
The site lacked topical relevancy as there were hardly five blog articles on the main topic. We created content strategies and covered almost every doubts/challenges our audience may have before, during, or after purchase. Then followed the topic cluster structure.
4/ Focused On EAT
Part 1. The average order value is around 200k INR. Therefore users need to highly trust the brand before making any deal. Worked on getting reviews on third-party platforms. This helps in improving the brand reputation.
Part 2. Highlighted the author’s expertise (even though it is not a YMYL niche, I prefer to make the site as authoritative as possible)
audited about us and contact us page to build credibility and expertise of the brand
added schema markup
5/ Internal Linking
We already have some quality links to 5-10% of the pages. Therefore it was important to add links from the high authority page to low/ new pages.
We used Ahrefs to find these high authority pages (in terms of quantity and link quality).
6/ Publishing New Pages
For creating new pages, we focused on two strategies.
targeting seasonal pages (new year, Diwali, etc.)
long-tail queries (xx services for women's day, etc.)
This helped us get the most out of the seasonal search demand and target high-intent keywords (low difficulty).
7/ Link Building
Though we acquired links directly to the service pages, the priority was to get links to the articles and then link to service pages from articles.
We considered guest articles and brand/founder's story features and created linkable assets (original research report) that are still getting us links organically.
1/ Fixing technical SEO issues
2/ Content update
3/ Topical authority
4/ Demonstrate EAT
5/ Internal linking
6/ New pages
7/ Link building
👉 Unlock the archive of content marketing and SEO breakdowns
💡 2. Learn How To Use HARO For Link Building
This is a case study on how Alek Asaduryan acquired 15 high-quality backlinks using HARO.
Let’s get into the details:
Step 1: Register on HARO
First, create your free account on the HARO account and choose the related industries where you are an expert.
Step 2: Answer specific questions
Once you're done with the HARO account setup, you'll receive two emails (on weekdays) with a list of questions received from journalists.
Here’s a screenshot:
Now, it’s almost impossible to answer each question you receive via HARO emails. Therefore, it is recommended to select the right questions where you can add your expertise or personal experience.
Here are some types of the questions that Alek Asaduryan prefers to answer:
• Favourite/ best books on any topic
• Work from home
"These don't require super-specific expert knowledge and are easy to answer. Remember that journalists don't need a simple Wikipedia-type answer to their query.
They need a personal story that resonates with their readers. Or maybe they need an expert in a specific field.”
An example of answer
By following the above steps consistently, you'll get some high-quality links to your site.
👉 Insight from Alek Asaduryan (Follow him on Twitter)
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📌 Join Wynter’s Marketing Research Panel [make extra income]
Wynter, a target customer feedback tool, is looking for people to join its marketing research panel.
Participate in messaging research surveys and get paid for your feedback.
Super low time commitment, 1 → 15 min per survey.
Here’s how it works:
1/ Sign Up → 2/ Take Surveys → 3/ Get Paid
After every survey, Wynter pays you $10 - $200, depending on the survey type and requested audience criteria.
See what some of our panelists are saying:
"I enjoy giving feedback as it helps me as a marketer to think critically for other companies." - Megan.
Getting to know different companies and their marketing strategies. Being a part of helping the brands crack their marketing. No doubt money is a part of motivation too." - Ubed.
👉 Join Wynter’s Marketing Panel | Learn More
💬 SEO & Content Marketing Wisdom
💡 1. Cold Emailing Tip That You Can Use For The Next Outreach (by Harry Dry)
If you're doing cold email outreach, this will be a useful resource for you.
One of the effective frameworks for writing cold emails is:
Personalize → Pain point → Pitch
Here are some examples:
👉 Insight From Harry Dry (Get more marketing examples here)
💡 2. Google Doc hack for SEOs (by Jake)
To see if a page is indexed or not, you can use Google Docs to check the status.
Open Google Docs and click a link to see if it's indexed or not.
If a preview pops up → indexed
If there’s no preview → not indexed
Here’s a screenshot:
This hack is useful for checking the internal linking status while editing or writing an article in Google Docs.
👉 Insight From Jake
🗓️ Learning Resources
💡 1. Internal Link Optimization [TIPR Model by Kevin Indig]
Internal linking is not just about adding links to internal pages randomly. There is much more you can do to get SEO benefits with strategic internal linking.
This article by Kevin Indig (SEO @ Shopify) is a great resource that helps you find the internal link graph of your site, called the TIPR lite model.
👉 Apply the TIPR model to find linking opportunity
💡 2. Content Marketing Marathon (Online Event)
Whether you’re a beginner or at an intermediate level, this online event will help you level up your knowledge on trending SEO and content marketing topics.
Agenda of the event:
June 09, 2022 → What makes strong International SEO
June 16, 2022 → Content marketing strategies to win new markets
👉 Save your spot for the content marketing event
🆕 What’s New
💡 1. Google’s New May 2022 Core Update
There is no official announcement on what type of search queries or sites will be affected by this core update. So it is possible that you see a sudden spike or drop in the Google search console.
Give the core update some time before making any major changes (migration, removing pages, etc.) to the site because of this fluctuation.
Here's what Google suggests:
“Some sites may note drops or gains during core updates…
There's nothing wrong with pages that may perform less well in a core update. They haven't violated our webmaster guidelines nor been subjected to manual or algorithmic action, as can happen to pages that violate those guidelines.”
👉 What site owners should know about core updates