6. We wanted to concoct three potions
that would …
1
Scale production of SEO site pages to fuel organic traffic.
7. Generate a mass of backlinks to help those site pages rank.
We wanted to concoct three potions
that would …
1
2
Scale production of SEO site pages to fuel organic traffic.
8. Increase the social share rate of our weekly blog content.
Generate a mass of backlinks to help those site pages rank.
We wanted to concoct three potions
that would …
1
2
3
Scale production of SEO site pages to fuel organic traffic.
14. Customer Acquisition
In addressing an entrepreneur's most important early-stage question –
customer acquisition – it's easy to waste a lot of money in the wrong
channels, especially ...
Customer acquisition management - Wikipedia
Customer acquisition management is the set of methodologies and
systems to manage customer prospects and inquiries generated by a
variety of marketing techniques.
Customer Acquisition Strategy for Startups
www.helpscout.net/customer-acquisition/
https://en.wikipedia.org/.../Customer_acquisition_management
15. Customer Acquisition
Customer acquisition management - Wikipedia
Customer acquisition management is the set of methodologies and
systems to manage customer prospects and inquiries generated by a
variety of marketing techniques.
https://en.wikipedia.org/.../Customer_acquisition_management
In addressing an entrepreneur's most important early-stage question –
customer acquisition – it's easy to waste a lot of money in the wrong
channels, especially ...
Customer Acquisition Strategy for Startups
www.helpscout.net/customer-acquisition/
The HelpScout
guide ranks
ABOVE
Wikipedia.
16. This inspired us to develop our own
playbook for creating what we call
SEO Site Pages.
17. These site pages are comprehensive,
search-optimized guides built around
specific keywords.
EMAIL
ETIQUETTE
FOLLOW
UP EMAIL
EMAIL
TRACKING
18. Each strives to be 10x.
WATCH:
“Why ‘good unique
content’ needs to
die”
19. Of our first 10 Site Pages, five were
ranking in a top ten SERP position.
20. We found that the more links we included on
a page pointing to related, external content,
the higher we ranked.
# EXTERNAL LINKS
SERPIMRESSIONS
21. We also saw a similar correlation when we
linked together our own related content
through internal links.
# INTERNAL LINKS
SERPIMRESSIONS
27. This outreach took two key forms.
Guest blogging to earn a backlink within
the contributed post.
28. This outreach took two key forms.
Guest blogging to earn a backlink within
the contributed post.
Email outreach to earn a backlink
through email requests.
29. We later uncovered that backlinking success
was not dependent on a purely raw number
of links.
Site Page
SERP
Position
# of
Backlinks
Avg.
DA
Email
Etiquette
8 8 71
Networking
Email
12 13 44
30. We later uncovered that backlinking success
was not dependent on a purely raw number
of links.
Site Page
SERP
Position
# of
Backlinks
Avg.
DA
Email
Etiquette
8 8 71
Networking
Email
12 13 44
ß The Email
Etiquette page
has fewer, but
HIGHER QUALITY
links.
43. We found that more social shares was not
resulting in more views of our content.
SOCIAL SHARES
VIEWS
44. We also noticed that more social shares was
not contributing to more conversions.
CONVERSIONS
SOCIAL SHARES
45. Learnings Log:
q Relevant external & internal links fuel traffic from SERP.
q Backlinks should be strong in relevancy & DA.
q Social shares were not generating meaningful results.
50. SERP clicks for one keyword over 500%.
Impressions
Clicks
Avg. Position
632.97% 564.53% 8.76%
51. We decided to take a closer look to
uncover the mechanics behind these
success metrics.
52. Let’s quickly review our findings so far.
I. Relevant external & internal links
fuel traffic from SERP.
II. Backlinks should be strong in
relevancy & DA.
III. Social shares were not generating
meaningful results.
54. Updating historical blog
content with related Site
Page links helped increase
organic traffic for the old
blog post as well as the new
site page.
Finding
IV
60. This page ranks #1 in
SERP for “follow up
emails after a meeting.”
61. These are among 1,005
search variations
contributing that traffic.
Long-Tail Terms
12 templates for follow up after a meeting
email to recap meeting details
follow up email request for information
meeting follow up examples
wording for email after meeting
free meeting followup template
63. Finding
VI
Doubling down on one
topic across all content
(Site Pages, Blog, Guest
Posts, etc.) is where max
growth is achieved.
64. Part of our Site Page brainstorming
involved looking for patterns of
success in historical blog content.
65. We then wove together all the similar-
themed posts to build a 10x site page.
66. So we now had a
comprehensive, designed,
SEO-optimized site page.
67. And a variety of posts on
the same subject across
our blog, guest blogs,
SlideShares, and more.
So we now had a
comprehensive, designed,
SEO-optimized site page.
68. It turns out linking these posts to one
another showed topic authority.
69. In fact, the more links to related content
we had across our site, the better we ranked.
# LINKS
TOTALIMPRESSIONS
70. This has led to a new content process on our
team emphasizing topics over keywords.
71. This has led to a new content process on our
team emphasizing topics over keywords.
TOPIC A
Step I:
CREATE 10X SITE PAGE
COMPREHENSIVELY
COVERING A TOPIC.
72. This has led to a new content process on our
team emphasizing topics over keywords.
TOPIC A
Step II:
CREATE SUPPORTING
CONTENT AROUND
TOPIC’S LONG-TAIL
KEYWORDS.
A
A
A
A
73. This has led to a new content process on our
team emphasizing topics over keywords.
TOPIC A
Step III:
LINK ALL THE RELATED
CONTENT TOGETHER –
ON INTERNAL AND
EXTERNAL DOMAINS.
A
A
A
A
74. This has led to a new content process on our
team emphasizing topics over keywords.
Step IV:
REPEAT ANY TOPIC
OPPORTUNITIES THAT
MATCH YOUR
PRODUCT / BRAND.
TOPIC A
A
A
A
A
TOPIC B
B
B
B
B
75. This has led to a new content process on our
team emphasizing topics over keywords.
Step V:
ANALYZE AND TWEAK
PROCESS TO REFLECT
WHAT IS AND ISN’T
WORKING.
TOPIC A
A
A
A
A
TOPIC B
B
B
B
B
77. And these insights led us there:
q Relevant external & internal links fuel traffic from SERP.
q Backlinks should be strong in relevancy & DA.
q Social shares were not generating meaningful results.
q Optimize historical content for topic takeover.
q Support primary content with long-tail focused posts.
q Dominate a full topic across the web.