Heidi asks, “What do you make of Rand Fishkin’s statement that in 2020, Google will be our biggest competitor for traffic?” Rand isn’t wrong on the premise that Google wants to provide the best answers in the most efficient way possible – and that may mean one-box/zero-click search results which do not send traffic to…
Summary In today's episode, I break down Rand Fishkin's claim that Google itself will be marketers' biggest competitor for traffic in 2020 and explain what to actually do about it. Here's what this means for you. You can stop panicking about losing every click to Google and instead double down on the two strategies that…
Leanna asks, “What are your thoughts on re-using blog posts for help articles? Are there pros and cons to posting the same content twice? Where is it better to host content to improve SEO? For example, if I want to share content on how to lose weight and we’re a fitness tech company. Would that…
Summary In today's episode, I break down where to host your content for maximum SEO benefit and how to strategically reuse blog posts as help articles. Here's what this means for you. You'll understand why your company domain should always be the single source of truth for search engine credit. You'll also learn these concepts:…
Mitch asks, “Danny Sullivan says there’s nothing to optimize for BERT – ‘There’s nothing to optimize for with BERT, nor anything for anyone to be rethinking. The fundamentals of us seeking to reward great content remain unchanged.’ – is anyone actually testing for BERT?” Danny is fundamentally 100% correct – if you’ve always been creating…
Summary In today's episode, I dig into Danny Sullivan's claim that there's nothing to optimize for BERT and explain why that advice only holds true for content creators who already produce excellent work. Here's what this means for you. You'll see exactly how advanced natural language processing exposes shallow content and why mediocre pages will…
Fiona asks, “Any tips for a light content web audit? Ever magic’d up something quick based on little information or objectives?” If we consider the purpose of a content audit, it’s to understand the value of a content marketing opportunity. That means a few things: – How large is the conversation space? That we determine…
Hannah asks, “How many focus keywords are you using per page? Does the amount you focus on per page change depending on the domain authority?” This is a more complex question than it used to be. Fundamentally, Google now uses semantic clustering for all its topics, made with machine learning. What this means is that…
Summary In today's episode, I answer a question about how many focus keywords to use per page and explain why modern SEO now revolves around topics and content quality rather than keyword counts. Here's what this means for you. You will stop obsessing over exact keyword counts and instead focus on building authoritative topical content…
Shane asks, “Which SEO trend helped you dominate search results and generate more revenue?” Unsurprisingly, the advanced usage of machine learning and AI technologies have helped us grow significantly over the last couple of years. Content forecasting with predictive analytics has been a slam dunk, identifying what’s likely to trend and when. However, all that…
