Post of the Week
Content
Optimizing for User Intent with content-tuning
Pages can rank for thousands of variations of search queries. Why? Kevin Indig shows you how all this is all to do with intent, and not topics.
The Second Mover Advantage in Content Marketing
This is an article from September I've only just read but it's that awesome I had to include it! Ryan Law talks about 'the second mover advantage' - "the ability to take stock of everything that’s come before and engineer a new strategy designed explicitly to attack the Achilles' heel of incumbents".
A guide to blog content localization strategies for SEO
Loved this by Emma Bennett, particularly on the point stressing why you need a language specialist for keyword research (and not Google Translate)!
The Paradox of Content Marketing to Beginners vs. Experts
Rand describes the missing part of the audience research process jigsaw. Who will amplify this and why?
"If you don’t have a great answer to this question, you’ll wind up with a lot of “high quality content,” that doesn’t earn amplification, doesn’t get linked-to, doesn’t rank, and thus, doesn’t get traffic."
Some super points in this article! đź’ˇ
Tech
Google Search Console (GSC) reporting for Soft 404s is now more accurate. But where did those Soft 404s go?
I love how Glenn Gabe identifies a problem and gets to the very root of it. This post is no different as he analyses a drop in reported soft 404s. Definitely worth checking out!
Pagination for SEO: Perspectives and Methods
Super comprehensive guide by Koray Tuğberk GÜBÜR on all things pagination. Must read! 🙌
Processes & Frameworks
The Potential Impact of Gen Z on SEO
Zoomers now make up about 28.7% of the US population! They're well on their way to dominating many industries but how do they use search and interact with marketing? Stewart Fussell shows you how!
Graph theory based Internal Linking: 50% to 1% Orphan Pages
Such an interesting article on how travel brand, Omio, used a graph theory based internal linking solution to bring their orphan pages down from 50% to 1%. You can also see the more technical post on the solution here 🔥
Tools
Pitch 一 Collaborative presentation software for modern teams.
This looks like such a good tool to make your presentations look FABULOUSSSSS. 🔥
Blog Idea Generator (With GPT-3)
Enter a topic and this tool, powered by topic and GPT-3, will provide you with blog ideas! đź‘ľđź’ˇ
My Products đź’ˇ
Forecasting For SEO (Video Course)
Everything I’ve learned, tried and tested about SEO forecasting. Including a FREE Google Sheets template to help you build your own forecasts.
Hi there đź‘‹ ,
Last week the Airbnb CEO said, "What the pandemic showed is that we can take marketing down to zero and still have 95% of the same traffic as the year before." Many SEOs jumped on this to hail the longevity of SEO but there's more to it than that.
Reflecting my own thoughts, Steven van Vessum, wrote a great thread highlighting the fact that the majority of Airbnb's organic traffic is either brand or navigational.
Does mean that SEOs aren't responsible for brand? No. Does this mean Airbnb aren't doing some great things re. non-branded organic traffic? No (check out this awesome article from Ross Simmonds) but context definitely matters - don't take quotes like this at face value!
Airbnb aside, my Post of the Week is a fantastic series of posts by Justin Briggs on internal linking. I've had to re-read it around 10 times to wrap my head around it but some his thoughts on modelling Pagerank in the third article in the series featured below are seriously smart!
Here are the first two articles in the series:
Until next week ✌️
Andrew Charlton