They want to find other ways consumers use the product and use that information to find product keywords so they can build more personalized landing pages around offers/features they weren't aware of
A4. Do you use social media as part of your keyword research process or content strategy?
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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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.
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?
What is the thought process that goes into adding internal links to a piece?
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.
How to fall in love with a brand before creating content assets for them
A thread🧵
There's a lot of groundwork that happens before building content briefs
The first thing to do is to take time to understand the brand and its story
I call this the first step in planning - falling in love with the brand and becoming an advocate.
I can do this by taking the time to learn about:
- Why the founders created the brand
- The biggest problems they face
- Their personal experiences with the problem
- Existing solutions
- The problems with existing solutions
In March I conceived the idea for the Tech SEO Cohort when I realized that most Black and Brown skin folks in the FCDC community didn't know what tech SEO was.
They signed up for mentorship thinking it meant writing technical content optimized for search.
But we realized that..
Most were specializing in content because they thought it was their only option.
Content had minimal barriers to entry, so they went for it
I was also dissatisfied with the lack of diversity in SEO, specifically the absence of Black people in:
Major publications like Search Engine Journal and Search Engine Land
SEO events
SEO awards (except when they're dishing out token diversity awards)