Why "retention" topics make for great #SEO targets - Esp. for young #SaaS brands that might not have much data about their audience π
1οΈβ£ Retention topics NOT ONLY speak directly to your current customers but to the people who have the same problems as your customers.
It's a surefire way to ensure you're speaking to a relevant target audience.
2οΈβ£ Retention topics are often very specific. A customer has a problem, frustration, or a goal that your support team keeps encountering.
That specific problem might not have huge, 10k per month organic traffic volumes associated with it, but it likely has a high rate of conversion (plus generates loyalty!).
3οΈβ£ A lot of retention topics very naturally allow you to insert your product into the narrative as a meaningful solution - showing your audience exactly how your product makes their lives better.
4οΈβ£ It allows the SEO/content team to mix, mingle, and build trust with other internal teams.
"We heard you mention that you spend a lot of time educating customers on how to make x functionality work with one of our partner software integrations. We went ahead and built out a "how-to" article to save everyone time + it now lives publicly on our website."
What's an example of a retention topic?
As an SEO agency, we often get questions in our monthly calls related to:
"What should we do with the content once it's published? Do we simply sit and wait?"
2 topics immediately come to mind:
1) Let's help them with a piece of content that teaches repurposing and/or distribution
2) Let's educate them on how blogs and SEO efforts fit into the whole of a content marketing program.
From there I'll jump around Google and Ahrefs
If we look at content distribution topics, you immediately see (image below) plenty of opportunity for us as an agency to both generate organic traffic + help our clients.
Narrow down to your exact desired topic and build a retention piece that will keep your customer around.
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Last week I was on our Content That Grows podcast talking about choosing content topics if you'd like to listen:
An easy way to find great #contentmarketing topics from your own first-party dataπ
Google data can help you make smarter #SEO choices, removing the guessing game of choosing topics that are relevant/related to one another semantically.
Let's take a quick look at GSC.
Google Search Console is a goldmine for finding queries that are related to your business and the most successful pieces of content you've already built.
How to identify these topics:
1) Open GSC and navigate to the tab on the left side that says "performance." Select that.
2) Navigate to the navigation tabs that sit below the main graph and above the table. Make sure you select the "pages" tab.
#SEO tip for finding content topics for your topic cluster if you ever hit a creative block [Thread π§΅]
How to effectively visualize the internal links of your competitors to understand how they're establishing relationships between topics, themes, and entities. (w/ πΈ)
1οΈβ£ Grab a keyword target that you're interested in ranking for and throw that into Google's search bar.
Example: "what do goldfish eat"
Make a list of the top domains that are ranking for that keyword:
Shape the block of text from a blog post (in the next few tweets) into a thread with an enticing hook!
Blog text (1/3):
"Additionally, some SEOs take advantage of exact title matching anchor text. Instead of utilizing an anchor text that works through your paragraphs naturally, you might simply end a specific section with a CTA hyperlink of the other pageβs exact title...
(2/3) For example, if we wanted to send a reader to check out our recent blog post with the title βShort-Form Content vs. Long Form Content: Which Is Better?β then we would add a prompt after a relevant section that used that exact title as the anchor text - it might look like:
Dear #contentmarketing and #SEO professionals... not lobbying for the consistent distribution of your blog content, misses the point of building it π‘
Here is what distribution does for you [and how to do it via Twitter/LinkedIn]:
β Pulls more readers into your website giving your content teams more behavioral data from customers/leads.
A/B testing, topic evaluations, etc. can all get started right away by actively distributing your content.
β Allows for conversions to happen earlier than organic rankings
Your team can generate sign-ups, leads, and ROI while you wait for Google to index the content (and then you'll generate even more).