Thread by @RyanMcCready1

In 2016, @hootsuite wrote a blog post that has led to:

✅ 21M total sessions
✅ 25k historical backlinks
✅ 2k+ referring domains

And it's still going strong.

Traffic has even jumped 3x in the past few months.

How did they do it?

They just answered a few easy questions.

🧵

Let's be honest, if you work in social media, you've probably searched for the best time to post.

And you aren't alone:

🔎28k per month: "best time to post on Instagram"
🔎15k per month: "best time to post on Facebook"
🔎7k per month: "what time to post on Twitter"

Hootsuite has done a stellar job answering those questions about posting time.

Which is why they rank at the top of all of them.

But ANY BRAND can answer a question like that.

So how does Hootsuite dominate ALL those searches?

With one blog post...from 5+ years ago.

One of the first things I noticed about their posting guide is the text formatting.

Each answer to the question is formatted the same way:

⭐️ Keyword Optimised Question + Bolded Answer

Not only does this help Google find the answer, but also helps readers find it too!

As you can see, the bold text that they use in the post is also included in the Featured Snippet.

This helps a user gain value from the search, without even landing on the blog post.

Hootsuite also answers the questions about posting times multiple times throughout the article.

Slightly varying the wording or formatting to maximize the chance that their info is used in a Featured Snippet.

Next, the use of a table of contents at the top of this post helps users, & Google, navigate the content.

The super keyword-optimized jump links are always a nice touch.

This approach allows you to add some extra keywords to your blog post or article above the fold as well.

As you read this guide, you quickly see that the EAT signals are strong.

Hootsuite doesn't pull the best times to post out of thin air.

They talk to experts in the field & use data to back up all of those claims, which Google loves to see.

Even when they don't use internal data, they back it up with studies from top sources.

Those links to other sites can definitely influence rankings.

Especially sites that already have high EAT & DA scores like @pewresearch & others.

So don't avoid all external links!

Almost all of the other links in this guide go directly to articles from Hootsuite.

This allows users to find more helpful info if needed.

And best of all, keep users on their site longer & move deeper into the funnel.

This has helped Hootsuite to build a very STRONG SEO moat.

But even the strongest SEO moats are worthless if you can't turn a reader into a customer.

Hootsuite has done an EXCELLENT job of pushing users into the funnel with this guide.

And targeting exactly who would be searching for this content with their CTAs.

From the visuals showing off their Hootsuite Analytics tool.

To the CTAs to use their "Best Time to Publish Feature."

And even the free social media schedule template.

It's perfect for people new to social media marketing.

Which is probably Hootsuite's ideal customer.

Now if you want to learn more about how @hootsuite built this SEO moat, be sure to follow @FoundationIncCo.

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