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Ross Simmonds

13 Jul, 9 tweets, 3 min read

Unlocking an SEO moat is SaaS marketing goals.

What is it?

It's when a brand has invested so strategically into content & SEO that they captured space in the SERP for the vast majority of search terms associated with their market & ideal customers.

How do you do it? 👇

A brand that has built an SEO moat is a brand that establishes itself as an authority in the eyes of Google and can extract value from the global search behaviours of people around the world.

To get value. You must give value.

That's where it starts.

Creating valuable content.

Salesforce has an SEO moat.

You search “CRM” – Salesforce shows up in the top 3 results. Type “marketing automation” – Salesforce shows up in the top 4. Type “CRM software” or “CRM system” and once again they're in the top 4. And so on, and so on.

This is called an SEO moat.

An SEO moat is a competitive advantage.

Brands who create them can rely on hundreds / thousands of people a day visiting a landing page, learning about a topic related to them, and potentially moving them into a funnel where they eventually convert.

This is SERP domination.

Brands can create 60-80 landing pages that are optimized for educating people on key terms and phrases relevant to their niche.

Optimize it for 2 months.

Land some backlinks over 3 months.

And in a couple years get 300,000 visits a year.

Remember:

Content is an investment.

One way to do it:

Create a Glossary or Learning Center for your niche.

These SaaS brands did it well:

Moz Learning Center: 92,100/mos
Mailchimp Glossary: 39,100/mos
Zapier Learning Center: 35,700/mos
Salesforce Learning Center: 31,300/mos
Twilio Learning Center: 12,800/mos

To do this you need to study 3 things:

1) The popular / rising keywords in your niche
2) The search intent behind those searching them
3) The content that exists in the SERP today

This will set you up to understand what content you need to create to unlock ridiculous returns.

@FoundationIncCo

This is an under-utilized approach.

But can drive ridiculous returns.

Last week our team @FoundationIncCo shared an in-depth breakdown on this topic to thousands of growth experts and SaaS founders via our newsletter.

Don't miss the next one:
content.foundationinc.co/insights

We just published the full breakdown about the power of SaaS learning centers & glossaries public.

Grab a coffee, sit back and enjoy:

foundationinc.co/lab/saas-seo-s…

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More from @TheCoolestCool

Ross Simmonds

@TheCoolestCool

16 Jun

I’ve had blog posts reach thousands and earn hundreds of thousands.

The key?

Copywriting & content marketing fundamentals.

Grab a coffee, bookmark this one and enjoy the thread 🧵

Here’s some copywriting tips to create blog posts & essays that unlocks ridiculous returns:

Keep The Skim Readers Hooked

Some people will read the text under each paragraph in this thread. Some people will skim right over them and just digest the first line.

Create content for both of these readers to maximize shareability.

Use Bucket Brigades Often

Hear me out:
Here’s the thing:
But that’s not all:
You might be thinking:
You’re probably wondering:

All of these sentences lure people into wanting and reading more.

Why? Because here’s the thing:

See what I did there? 👀

It keeps you scrolling

Read 15 tweets

Ross Simmonds

@TheCoolestCool

4 Jun

I’ve helped companies earn millions from content marketing over the last 5 years.

It’s an art & a science.

Grab a coffee, save this thread and dive in 🧵

From up & coming startups to the giants — here’s some underrated thoughts on how SEO & content can drive sales.

DON’T IGNORE THE “BORING” CONTENT

Most marketers go to conferences and hear speakers talk about the campaigns that generated 2M visits. These get all the buzz.

But what’s more interesting is the case study that earned $2M in revenue.

DATA DRIVEN CONTENT DRIVES LINKS AND PRESS

If you can get your hands on interesting data — You can quickly become a journalists best friend.

The key?

Find ways to make the data tell a story that is compelling, shocking, reinforces biases or is triggering.

Media will listen.

Read 22 tweets

Ross Simmonds

@TheCoolestCool

2 Jun

Marketing is applied psychology.

Every tweet. Every ad. Every word.

The best marketers are students of psychology and use it regularly.

Grab a coffee, save this thread and dive in 🧵

Here are some of the most interesting applications of psychology in marketing:

The McDonalds Marketing Strategy

🍔 Small: $5
🍔🍟 Medium: $5.75
🍔🍟🥤 Large: $5:90

The medium option is a decoy as it looks overpriced in comparison to a small... But the large looks like a deal.

Fewer Syllables Feel Less Pricey

When you read $47.89 in your head it can feel more expensive than $49.40. This is because we often perceive longer sounding numbers to be more expensive.

Read 15 tweets

Ross Simmonds

@TheCoolestCool

31 May

Growth and marketing frameworks are the mental models of marketers.

Remember the right ones and they will give you ridiculous returns.

But not all are created equal.

Grab a coffee, save this thread and dive in 🧵

The most important marketing frameworks:

AIDA: Attention -> Interest -> Desire -> Action

The Hero’s Journey

Read 17 tweets

Ross Simmonds

@TheCoolestCool

5 Apr

@Glassdoor

Backlinks are key to any SEO strategy.

More backlinks = more trust.
More trust = more SERP visibility.

One of the best SEO strategies of all time is what @Glassdoor did early on by creating a content engine that drives backlinks consistently.

How? Weaved a web.

A THREAD🧵👇

In 2018, Glassdoor was acquired for $1.2B.

For context, today Glassdoor has:

> 520 million backlinks from 109,000 domains
> Generates more than 2 billion annual visits
> And n 70% of those come from organic search.

And that's Glassdoor US.

Here's the international numbers:

Glassdoor has built a brand so strong, and an SEO moat so deep that it is effectively unshakable.

The key?

Data driven content.

And that data driven content has been helping Glassdoor establish 'house hold name' level brand recognition within corporate circles for years.

Read 19 tweets

Ross Simmonds

@TheCoolestCool

22 Feb

@Hubspot

It's been a couple weeks since this news but @Hubspot acquiring @TheHustle could be the acquisition of the year.

While the cost of the deal hasn't been revealed, there are rumours floating that it was $20-30M.🔥

The real question is, why?

Let's dive into it! [THREAD] 🧵 $HUBS

The Hustle is estimated to have:

>Between 5-8M annual visitors to their main site
>Over 500k-2M annual visits to Trends (paid site)
>Over 11k members in various niche FB groups
>And over 1.5M newsletter subscribers

Now, Hubspot has access to all of it.🤯

Bowchicakwawah

Let's make sense of why this is a huge WIN for Hubspot:

Hubspot has been a staple in *marketing* as an example of best practices for blogging, SEO, and marketing.

It is estimated that their site generates 370M annual visits and the blog has 15,000+ pages.

Amazing right?

Read 12 tweets

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