Post of the Week
Content
3 Not-So-Obvious Ways to Use Audience Insights to Power Up Your Content Marketing
In order to craft high quality content, you really need to understand the user and the intent behind their search query. In her latest post, Marijana Kostelac presents 3 not-so obvious ways you can do this.
There's A Better Way To Classify Search Intent
Content Harmony published this post at the same time as the query syntax post we published as our Post of the Week last week, by AJ Kohn. They've developed a tool which can classify intent, from research, answer, transactional, local, visual, video, news, branded and split intent by tracking up to 20 SERP signals.
Tech
Google Tag Manager Use Cases - 99 Ideas
This post was published in 2018 but I only discovered it last week. If you'd like to understand how you can use Tag Manager for SEO implementation, as well as measurement use cases, check it out!
Processes & Frameworks
A collection of the maxims and principles that designers can consider when building user interfaces
Stumbled upon this website last week and I'm fascinated. UX is becoming an increasingly important facet of SEO, so we should at least have a basic understanding of UI principles. For example, have you heard of the Doherty Threshold? "Productivity soars when a computer and its users interact at a pace (<400ms) that ensures that neither has to wait on the other."
Kevin Indig published a new post over the weekend, and much like AJ Kohn he's someone who's writing has really interested me in the time I've been doing The Weekly SEO.
In his new post he brings up an interesting point that there are two different types of websites; centralised and decentralised, and they require individual approaches to internal linking optimisation.
Centralised websites are those which don't have scalable page templates and generally consist of landing pages where as decentralised websites such as Pinterest and Airbnb include groups of homogenous pages they can use at scale.
Building internal linking strategies to fit both business models makes a lot of sense, but this is the first post of its kind that I've read which thinks critically about internal linking. We generally see and read multiple processes but none that necessarily fit into a wider linking strategy, so I very much think this approach is a huge step forward.
This post is also a prequel to his post in December: Internal Link Optimization with TIPR which explores a better way to calculate internal PageRank.
Andrew Charlton