I haven’t written anything in months. I’m not sure this is much better.
Inaccurate traffic and channel spikes are the likely result of Google Analytics spam. Here are a few tips to kick it to the curb and take your traffic back.
We’ve started a new thing and it’s going to be big.
In mid-August the team at Bullhorn reached out to rebuild their website. Their website was built on Drupal, had multiple language sites and consisted of nearly 130 core pages excluding blog posts. Oh, and the timeline was about 6 weeks!
Uncovering what your potential customers want and need is the foundation of a solid content marketing framework. The goal is to find topics that help prospects perform their jobs better and present that content in a compelling and creative manner.
Usually, technical factors can be fixed relatively quickly and can turn a site’s visibility around. Also, in my mind, technical factors are things that involve programmatic knowledge and not things that are content related (potato patato).
As I sit at MozCon, I’m reminded of how important SEO is to the overall digital, inbound process. Today, SEO is less of a stand-alone, highly technical activity as it was a few years ago. With the interconnectedness of most digital activities, a discipline like SEO doesn’t exist in a bubble, rather exists in every part of the process. Social interactions, helpful content, site layouts and search visibility all help the bigger conversion picture. The question is “How do you manage the intersection of the disciplines?”
A question that comes up at nearly every content marketing meeting is “How will we come up with new content?”. For marketers new to creating constant, relevant content this can look like a long desert road.
The good news is there is a simple way to hyper-focus on a topic and cover all its facets. I call this process a topic sprint.
Topic sprints sprung from a design process called, appropriately, a logo sprint. Like topic sprints, logo sprints explore every angle of an idea. Both are meant to produce a lot of ideas in short, focused bursts.
Before Pandas and Penguins ruled the earth, an SEO copywriter could get away with stuffing keywords, being irrelevant to the user and writing short, choppy posts.
Marketers would pay writers for 300 word posts with 14 instances of a key phrase and then distribute said posts around the web to grow the link profile.
In the modern search engine era, these tactics have been overruled by relevancy; relevancy to the intended reader first and the robots second.
Understanding that content is the nucleus of everything will help prioritize it’s development. All too often content is seen as an afterthought or simple task, even in the era of content marketing.
And if content is the nucleus of everything we do, then it’s sub-atomic makeup are the elements that make up a content strategy.