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Here's a crash course in doing a simple content audit that's actually effective
First, I think of everything in clusters, which carries over to an audit. I do audits as part of building topic clusters, and these are my goals:
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First, I think of everything in clusters, which carries over to an audit. I do audits as part of building topic clusters, and these are my goals:
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➡️ Identify strengths and weakness
➡️ Understand what is working and why
➡️ Understand what isn't working and why
➡️ Audit with goals in mind ( What have we defined as success?)
➡️ Understand what is working and why
➡️ Understand what isn't working and why
➡️ Audit with goals in mind ( What have we defined as success?)
➡️ Quick wins (Content on page 2 we can get to page one. Content on page one but position 6-10 that we can bump up to 1-5)
➡️ Identifying old content that needs a refresh, updated links, and backlinks
➡️ Identifying old content that needs a refresh, updated links, and backlinks
I've created 63 content briefs in 2022. The biggest dilemmas I face when creating them include:
What to cover as subheadings?
What goes in H2 and H3?
Should I add an FAQ?
When do we need video or infographics?
Where is the gap and how do we make this content stand out?
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What to cover as subheadings?
What goes in H2 and H3?
Should I add an FAQ?
When do we need video or infographics?
Where is the gap and how do we make this content stand out?
🧵
1. Deciding what to cover as a subheading
Look through the top 15 content pieces on SERP. What are the recurring questions everyone is answering? That's usually a good idea of what to cover as subheadings.
Look through the top 15 content pieces on SERP. What are the recurring questions everyone is answering? That's usually a good idea of what to cover as subheadings.
I prioritize subheadings that offer an opportunity to discuss the client's use case or those I think are the biggest problems and flow down from there.
This is probably gonna be one the best threads you'll see about internal and external linking
I'll be answering these questions and sharing my strategy 👇
What is the ideal number of internal and external links to add to each blog post?
Who should you link to externally?
I'll be answering these questions and sharing my strategy 👇
What is the ideal number of internal and external links to add to each blog post?
Who should you link to externally?
What is the thought process that goes into adding internal links to a piece?
How do you determine anchor text for links?
How do you determine anchor text for links?
On a recent podcast with Erin Balsa, I said that most of the hard work of creating great content happens in the planning stage and by extension, the content brief.
#40DaysOfContentLessons - Day 6
This is the most important lesson I got from manually reviewing over 400 blog posts
Your ultimate goal is not just to rank, but to enter Google's circle of trust
That's because ranking is easier in the circle of trust
Let's dig deeper👇
This is the most important lesson I got from manually reviewing over 400 blog posts
Your ultimate goal is not just to rank, but to enter Google's circle of trust
That's because ranking is easier in the circle of trust
Let's dig deeper👇
You can rank for crazy competitive topics by adding one h2 around each keyword
OR
And this is the one that blows my mind
Google gives you a bunch of rankings for keywords you weren't even targeting because they are part of the cluster
OR
And this is the one that blows my mind
Google gives you a bunch of rankings for keywords you weren't even targeting because they are part of the cluster
Remember the keyword example from yesterday?
HubSpot is also ranking for that keyword
They rank for a total of 57 keywords with 37 of those keywords on page one
The content was written in 2018 and it's not that good (I know because I saw better content on page 1)
HubSpot is also ranking for that keyword
They rank for a total of 57 keywords with 37 of those keywords on page one
The content was written in 2018 and it's not that good (I know because I saw better content on page 1)
#40DaysOfContentLessons - Day 5
How to win at SERP with minimal effort
You can win a ton of SERP real estate by optimizing your headline and h2s for multiple keywords
This is tricky because you don't want to be caught with your pants down doing keyword stuffing
How to win at SERP with minimal effort
You can win a ton of SERP real estate by optimizing your headline and h2s for multiple keywords
This is tricky because you don't want to be caught with your pants down doing keyword stuffing
But you also don't want to write more content than you need
So, how do you make the decision?
First, look at the SERP
Are there any sites ranking for multiple keywords by optimizing their headline?
So, how do you make the decision?
First, look at the SERP
Are there any sites ranking for multiple keywords by optimizing their headline?
In the first example, you'll notice that Wordstream is ranking for two keywords by optimizing the H1 headline for it
#40DaysOfContentLessons - Day 4
Another way to get an edge on SERP is to give more than everyone else
Use offer based headlines to show search engines that you're giving more than competitors
Another way to get an edge on SERP is to give more than everyone else
Use offer based headlines to show search engines that you're giving more than competitors
Free checklist
Free infographic
Free template
Free calculator
Free strategy plan
Free, Free, Free!
Free infographic
Free template
Free calculator
Free strategy plan
Free, Free, Free!
But free only works when it's so valuable people will pay for it otherwise
The value of your offer leads readers to download the freebie and shows search engines that your free offer is useful
The value of your offer leads readers to download the freebie and shows search engines that your free offer is useful
