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Outranking the biggest brands with blogging




July 25, 2023


During this SEO webinar, panelists shared tips and tactics that show how blogging can help your business beat even the toughest of SEO competitors. In the session, uSERP's Jeremy Moser and MarketMuse’s Elizabeth Irvine offered practical SEO content marketing strategies that can help your website gain more visibility and get more clicks.


In this webinar, we covered:

  • Tips for demonstrating topic authority and E-E-A-T with search engines

  • How to pick the right blog topics for the greatest SEO gains

  • Best practices for structuring your blog content


An image of an SEO blog writing template. the text reads "create engaging blog posts that perform well on the SERP. download now"

Free template: Download our SEO blog writing Google Doc template to help your writers create targeted content that engages visitors and follows SEO best practices.


Meet your hosts:

 

Elizabeth Irvine

Elizabeth Irvine

Vice President of Marketing, MarketMuse

With a whopping 16 years of experience in B2B marketing, Elizabeth currently leads content, demand generation, and customer enablement at MarketMuse. She has previously leant her significant expertise to leading companies such as Gartner, Code Ocean, and TechTarget. Twitter | LinkedIn

Jeremy Moser

Jeremy Moser Founder and CEO, uSERP

Jeremy leads a team of over 50 people at uSERP, a firm that drives organic growth for leading tech brands. He has spearheaded SEO campaigns for clients like monday.com, ActiveCampaign, and Freshworks. He’s been named on the Forbes 30 Under 30 List for Marketing and Advertising. Twitter | LinkedIn

Crystal Carter

Crystal Carter Head of SEO Communications, Wix

Crystal is an SEO and Digital Marketing professional with over 15 years of experience. Her global business clients have included Disney, McDonalds and Tomy. An avid SEO Communicator, her work has been featured at Google Search Central, brightonSEO, Moz, Lumar (DeepCrawl), Semrush and more. Twitter | LinkedIn

Mordy Oberstein

Mordy Oberstein Head of SEO Branding, Wix

In addition to leading SEO Branding at Wix, Mordy also serves as a communications advisor for Semrush. Dedicated to SEO education, Mordy is an organizer of SEOchat and a popular industry author and speaker. Tune in to hear him on Wix’s SEO podcast SERP’s Up, as well as Edge of the Web. Twitter | LinkedIn




 

Competitive positioning in your SEO content strategy


Elizabeth Irvine explained the importance of establishing authority by emphasizing the quality of your content—an absolute necessity for many businesses, particularly ones that operate in competitive niches.


  • Topic authority: There could be thousands of results for your most relevant keywords. You’ll need to show search engines and your audience that you’re an expert on your topic if you want to rank and convert well.

  • Scaling output: Your audience expects detailed content to guide them through every aspect of your product/service/business/industry. Working with AI for content briefs can help you scale without impacting quality.

  • Content refreshes: When approached correctly, refreshing existing content can help you improve rankings and attract visitors from the SERP, while taking less time than it would to create from scratch.


SEO tactics for competitive blog topics


Jeremy Moser advocated for putting processes in place to ensure that your blog has multiple opportunities to reach relevant audiences.


  • Content velocity vs. content specificity: An initial emphasis on content velocity can help new sites identify winning niches and build brand authority within them. But, beware of content decay and other potential pitfalls that can occur due to a long-term focus on velocity.

  • Content prioritization: Get the most ROI for your efforts by factoring in demand, SERP competition, your own topical authority, and organic CTR for potential content.

  • Content distribution: Optimize for mixed-content SERPs to exploit opportunities to appear more than once in the search results, then identify non-direct competitors to outreach to for more backlinks.


5 Wix SEO and digital marketing tools to make your content more competitive


Wix site owners can put these insights into action using some of the SEO and marketing features built into the platform.


01. Optimize your blog posts with the Wix SEO Assistant


The Wix SEO Assistant tool gives you real-time information on optimizations that you can add to your blog posts to improve the structure, keyword optimization, and accessibility.



Integrated with Semrush keyword insights, the emphasis on keyword positioning and HTML formatting can help make your content more visible on SERP features on mobile and desktop.


02. Distribute content with Wix RSS, social share, and email integrations


Tools like Wix RSS, social share, and email integrations can help you to distribute your content to followers on social media and your email marketing lists.


The social sharing options available from the Wix dashboard for blog posts, showing options to share via Facebook, Twitter, LinkedIn, or to create an email campaign.

In addition to alerting new and existing followers of your content as you create it, these content distribution tools can help your site be more visible to search engines during the indexation process.


03. Use the Wix Video Maker and structured data for better SERP visibility


Content creation tools like the Wix Video Maker help you create multimedia content from the image and video library of your website, themes, templates, and stock content from Vimeo.


Add original videos to your blog and include custom video structured data via the the Advanced SEO panel to increase the opportunity for your video pages to show in rich results.


The Wix video maker, showing a stock photo library and user media library, with a timeline editor.

04. Track your backlinks in the Traffic over Time report


Wix Analytics keeps track of all of the backlinks that people have clicked on. In the Traffic over Time Report, you can filter by Traffic category > Referral to see which websites have linked to your content.


The traffic over time report in wix analytics, showing column options, with the referral traffic option highlighted.

05. Verify rich results eligibility with the Wix Site Inspection tool


Wix’s Google Search Console reports and Site Inspection tool can help you assess how your content is performing and maximize the impact of your efforts.


The Wix Site Inspection tool, showing a filter for rich results, with the option to select valid rich results, rich results with issues, optional fixes, unspecified, or no data.

With the Site Inspection panel, you can verify and sort your content by rich result eligibility, enabling you to identify which pages have structured data issues at a glance.




 

Transcript: Outranking the biggest brands with blogging


Crystal Carter 00:00

We're joined today by Jeremy Moser. Jeremy, I don't know if you want to say hello and introduce yourself quickly.


Jeremy Moser 00:08

Yeah. Hey everyone, how's it going? Appreciate you having me here. And I am excited to jump into some of the topics today. Is anyone in the chat from the Tennessee area? I'm in Nashville. Any fellow Tennesseeans out there?


Crystal Carter 00:23

Shout out to Dolly Parton. We've also got Elizabeth Irvine here with us today, if you’d like to say hello and introduce yourself quickly?


Elizabeth Irvine 00:36

Yes. Hi, everyone. I'm Elizabeth Irvine, the VP of Marketing for MarketMuse and I'm coming to you from Arlington, Virginia today.


Crystal Carter 00:44

Wonderful. Thank you so much for joining us. And again, I'm Crystal Carter. I'm head of SEO communications. I'm joined today by Mordy Oberstein, the head of SEO branding. We are both from the team here at Wix. And we are going to get started just now. So just to let you know. And if anyone else asks in the chat, please let them know because people join late sometimes. But yes, this webinar is being recorded, it will be shared on YouTube. And you will get a link with the recording in an email sent to your inbox after the webinar. And we also have a q&a panel right next to the chat box on the webinar page. And you can see that and you can ask questions there. We have a team of people answering questions there who know lots about blogging, and who know lots about Wix and can help give you answers there. You can also go to the Wix SEO Learning Hub to find out lots more about our webinars and find lots more information, including our Wix SEO newsletter, Searchlight newsletter, which Mordy always reminds me to remind everyone that we have. So I've nailed that today. And in terms of agenda, we've done our introductions. Very soon, we're going to hear from Elizabeth Irvine, and she's going to talk about some amazing things that she knows about blogging, and she knows a lot, you're also going to get some insights from Jeremy Moser. And then I'm going to share five quick Wix Blog resources that can help you to grow your blog and help you to get more traffic and things like that. And then we're going to have a q&a hosted by the one and only Mordy Oberstein. So we are going to jump into it if we're ready, Elizabeth. And I'm going to stop sharing my screen. Oh, it's disabled for me. Would you mind giving me the power? Just a second...


Jeremy Moser 02:28

Okay, got it.


Crystal Carter 02:34

Yes, wonderful.


Elizabeth Irvine 02:36

Great. So, I'm going to start by talking about high quality content and low quality content. Because both impact your ability to establish topical authority and influence decisions around content optimization. So let's dig in. High quality means your content delivers value, you're offering something authentic and unique. You're telling search engines and your readers that you know what you're talking about. Go through some of these rewritten, aggregated, rephrased content. It doesn't really offer anything new. It can be considered copycat content. Thin content, of course, doesn't cover enough, its surface level. I'll use that as an example in a minute. Overly optimized content is risky, because it's trying to do too much on one page, it's overcompensating. If you're overdoing it with certain keywords and kind of repeating yourself in order to hit a word count target, then you risk over optimization, or if you're trying to show what the problems are, why you need to solve it, how to solve it, tools to help you solve it. Search engines won't know when to serve that page, because it's unclear what it's about. No information gain: If you're not offering something new and different, not offering your experience and expertise, why would search engines favor your article?


For promotional use, topic misalignment really comes down to the story you're telling and journey you want your audience to go on. Does everything on the page in question help move your reader to the next step of their journey? Or would it take them on a completely different path altogether? Think about what makes you read an article or something you're trying to solve. This happened to me the other day I landed on, I waited on something that was like three ways to do X, Y, Z and added additional content that was kind of related, but not really. A bunch of promos and pop ups. And that's a frustrating experience. It's not giving me what I really needed. So then, when AI comes into the mix, it's exciting because you can save time and resources in your production. But if you're not producing high quality content every time you publish now and you figure out a way to scale your process with AI, you may see slight increases in the beginning because of volume, but you risk long term pain because of the lack of quality, which is what search engines prioritize. Creating a high quality article is a long process. You have to decide where you want to save time. And I'll briefly go through the steps and note this is pre-generated AI.


Research is diving into competitor topics and keyword research, how are they covering it? What are the gaps that you could fill? What are the must haves? Planning, you drill down a little bit more into targeted topics that will better attract your audience based on authority, and long tail keywords that position your content in a more niche area where you can thrive. Briefing, putting together a detailed outline of titles, subheadings topics, questions to address, and links to include for your writer to focus around, writing, putting it all together in a story. Editing pertains to proofreading, copy editing, is it telling the story you want. Publishing and distributing to your audience and optimizing afterwards for continuous improvement and changes in the market, which we'll also get to in a minute. It's easy to look at this and think, Well, why wouldn't I want to shorten that writing bar with generative AI? Or maybe I can cut most of the research out and simplify that. But what are you sacrificing? It could be a lot depending on your existing process and implementation of AI. Say your current process is to give a writer a brief or a topic that's been on your list for a long time. They write it, you edit and then you post it. Now you want to shorten that process with AI. So you create a brief based on the topic and it looks good. Seems like it's covering everything you would expect. What you risk missing out on here is targeted, personalized research, what if that topic wasn't the right topic to pursue to begin with? What if coverage is so good and vast for that topic, you're facing a huge uphill battle to rank for it. If you then use generative AI to help with copy, providing light editing, because again, everything sounds fine. That piece isn't going to help you build authority, knowing how hard it will be for you to rank, and not just anybody to rank, it's important. And your authority is a huge factor in determining that. So if you're using AI to identify a topic to create a brief to write your content, where does your expertise fit into that story, prioritize authority and helpfulness in your content, then volume.


So let's go into an example. Here, we're going to use the term "how to groom a dog". This is an example of a piece of thin content ranking for this term. But this is all the article was: There was an intro paragraph in the beginning with related links at the bottom, not much detail, low content score, meaning they left a lot of stuff out. There's also an intent mismatch. This seems more like it's trying to sell these scissors, these three in one scissors, but they're not really giving instructions on how to groom a dog. Let's look at a high quality page. So I can't put the whole page on here, obviously, but it's just this section alone has much more detail. It could be formatted a lot better. But the information is valuable. They had other sections on what not to do. And details on brushing, eye ear cleaning, it actually talks about how to groom a dog. Clearly, there's experience that went into creating this, it has a high content score, meaning it covered a lot of relevant topics. If you were looking for details, steps on grooming a dog, you're going to stay on this page and not the other one. You'll also be more likely to buy grooming tools from them or follow the recommendations because they earn your trust with how to do it. You're likely to buy from them instead of the other.


Every page on your site should have a purpose. Really think about what your page is about. Do the keywords you're going after reflect that? Does the intent match? Are you trying to sell something on a page that's really meant to be informational? These on this slide. These are some of the questions that Google provided on how they define helpful content. It goes back to experience. Have you actually done this or got help from someone who can weigh in on the narrative and provide details that you may have overlooked? Because if a writer or generative AI is helping you build it out, it looks fine. It looks good. It reads well. But it's not necessarily sticking to the topic and has that experience and expertise to make it really authentic. The first page that I showed recommended the reader to actually go to a groomer in a couple of those paragraphs, which is really confusing because the article was about how to trim your dog's hair. It's easy to find out. It's easy to think about it from a personal point of view. How often have you gone to a site like I said before, looking for an answer to a question, you get frustrated and you go back to search. You haven't learned enough from that page. So when visitors reach your page, will they have learned enough?


Low quality content has a compounding effect. Outdated content can also hurt you here. If you have an old article talking about ways to cook a turkey, for example, and you don't mention air fryers, that's going to hurt if people don't stay on your page because they didn't get any value. You may see traffic but that's it. It feels good. Create new content and increase your footprint. But content is not "set it and forget it". All of your content together tells a story to search engines about what you know and how well you know it. So don't automate for the sake of it, identify the safest place to automate, or bring AI in and test it first and then scale. There's a lot of really great prompt recommendations and templates, but they're meant to give you a starting point, you need to make it your own and personalize the inputs before executing, or you risk creating similar content to what's already out there. Remember to prioritize authority, and helpfulness in your content, then volume.


So let's talk about how to build authority with content optimization. We will do that with the example I showed before. But content optimization is not just about the page you're working on today, or going back to old posts. Of course, you want to prune, looking for posts with dates, name, stats, that may need to be updated. But it's also good for good performing posts, good performing posts to help them continue to improve and do even better. But content optimization is more than optimizing a single page. As I said, you want to tell search engines that you're an expert on the whole topic, which is the makings of a cluster. So let's go back to that example that was underperforming and talk about how we could quickly improve it.


First, this page is not talking about how to groom a dog. It's really talking about the tools you need, and honestly recommended that you go to a groomer. So this can be rewritten and a new page can be created that goes into more detail on all the gear that you need to groom a dog including scissors, nail trimmers, shampoo, all that stuff. So make sure you're really clear on what the page is about, going back to the purpose of the article. You don't want to cover too much and cause confusion for the search engines. It will confuse intents in the search engines won't know what your page is about. Read your articles if you know nothing on the topic, I actually do this quite a lot. Or write it for your parents who adopted a dog for the first time and you want to clearly explain how to do something like that. I think sometimes we get so close to our content and our topics that we kind of forget what our readers don't know and how to fill in those gaps and help create that context for them.


Look at your topic model, some of that early research that you did to identify what you should write about in the first place. In this case, trimming nails, skin health, dogs, ears, and eyes were key to showing search engines what was needed to build an authoritative piece but they weren't included in this page anywhere. The site also ranks for how to groom curly coats, which also points to a somewhat surface level page. But this paragraph could be updated about why the coats are complex. What type of breeds does that pertain to? It could turn into two or three paragraphs probably removing the groomer mentioned. But that's really all that would be needed to tell search engines that there's more information here. But we want to be really careful not to tell search engines that this page is about grooming curly coats, because that's not the title. That's not what you're trying to rank for. But since we don't want to change the focus of that page, but there's enough content and expertise for a full article, that's when you can create a new page for how to groom a dog with curly coats, and also medium to long coats. And with those pages create a link to that original how to page. Without too much work, the site could pretty quickly increase its authority on dog grooming.

To take it a step further, when you go back to your topic model, look at those related topics we covered. We covered the thinning shears, that bottom of funnel content. Specific breeds are there, really certain breeds that are incredibly challenging, dig more into those explain why paw pads must be particularly challenging with grooming because it was quite high up for semantic relevancy. I know that personally because we get charged extra from the groomer because my dog hates having his paws clipped. So I don't think that's fair, because it's also a crazy amount to get your dog groomed. But that's beside the point. Once those pages are created, they can all be linked together along with strategic, non competitive external links because you don't want to give more juice to sites that have crazy authority anyway, like Wikipedia. And there you have yourself a beautiful cluster. Topic authority matters. Use good data to help you make decisions, including finding gaps, we go back to the topic model in that previous page. We saw that nobody was covering dry skin in a comprehensive way. They could create additional content on that and take advantage of that gap, it would give them an additional edge. Keep the language simple and clear.


One tip I got a long time ago was to read the content out loud. It's amazing what errors you'll uncover. And you'll find if you're reading it to yourself over and over trying to understand what it's saying, then it won't be clear to your audience either. And that's part of optimization. You want them to be able to absorb the information. And don't forget intent and make sure your page has a purpose.


Mordy Oberstein 14:55

That was amazing. But I just want to really, really hone in for the audience on the point of experience that you brought up, if you're competing with a big brand on the SERP, and they have an entire content team, and a content team on top of the content team, working on top of the content team, one of the gaps that they'll generally have, one of the vulnerabilities, is a lack of experience. They're a content machine, whereas you're a niche site. You have experience, you're in contact with people that have experience. You could really write deep, nuanced, very specific content, you can really build up the authority, the topical authority around that topic, multiple posts covering the topic from different angles for different audiences, in different ways, all built on real first hand experience. And that's really a way as we just saw, that you can really differentiate yourself from the big brands. I know someone in the chat asked as well, how do I outrank a big brand? That's really how. Use your strength. Your strength as an SME, or as an SMB is that you aren't a content machine. And it's actually a great thing these days, it's one of the things I've been juggling with a lot lately. You see this trend where people are looking for real experience, they're hopping over to social media to TikTok or whatever to get information.


Because we're craving that personal experience. I don't believe a random webpage. I believe a person. If you're a niche site, you can really create that feeling of getting information from a person when you write in a really experienced-based way. And you're really covering a topic in a really holistic way, in a really thorough way, that really aligns to that wider marketing trend of people looking for and searching for great information built on personal experience. I just really wanted to reinforce that point. Because it's something that I think is so powerful in blogging today that you really have the power to do. I'm off my soapbox now.


Crystal Carter 17:00

It was a great presentation. We really appreciate it. Elizabeth, thank you so much for taking the time. We're going to move on to Jeremy's so that we can get through some more fantastic insights. Now, Jeremy, if you are ready to share your screen. That'd be great.


Jeremy Moser 17:19

Yeah, absolutely. Cool. We can let me make sure I'm on the first slide here. But yeah, Elizabeth did a really good presentation, I think Mordy kind of hit the nail on the head too, with focusing on your strengths there. And it's something we'll talk about too, in this presentation is, you know, the difference between velocity and specificity and how you can use those to your advantage sort of based on the situation that you're in. So yeah, let's just dive right in. I'm Jeremy Moser, co-founder and CEO of uSERP, and also part owner and operator in Codeless. And we do stuff for a wide variety of brands from SaaS, to e-Commerce, to even service-based companies as well. I've worked with some cool brands like monday.com, FreshWorks, Robinhood, HotJar, Active Campaign, things like that. And I'm just here to share a little bit about some of the frameworks that we use, in relation to main prompts. How do we use blogging to outrank the competition? What does that actually look like in practice? How do we prioritize things? And so the presentation today is just going to cover a little bit of that, and if there's any questions, we can kind of go from there. So on the agenda, there's kind of like three main things I wanted to address today, revolving mostly around, content velocity versus specificity. So what are those two entities? When do you use them or pick them based on the scenario that you're in currently?


Number two, being topic prioritization. So when you look at a mix of topics within these sorts of frameworks, how do you decide what to prioritize? And why? What does that sort of payback period look like for you? And how do you map that within a given strategy? And then number three, once you've got some of that content output going, how do you then distribute that content? And how do you do link building at scale to where you can start to outrank competition? I think it's a really key factor within just kind of that blogging sphere as a whole, right? Good content is good. And it's a great start. But we also need to figure out how do we promote that content? And how do we get good quality websites to link back to it so that we can outrank and we can last a long time on the search results without competitors coming in. So those are like the three main points that we'll hit home on today, we'll just dive right into the velocity versus specificity. So, velocity from a content standpoint is really just how many pieces are you publishing on a given you know, daily, weekly, monthly basis, whatever it is, whatever sort of timeframe you're looking at. Velocity is most often used up like, you know, you'll hear it all the time. I've just published more content, right? Like, get more content on your site, publish more, add more articles.


It's all about that quantity game where it's specificity is, sort of what Mordy was hitting on a little bit there, around how do you find what niche you're in and how deep can you go within that niche and I think both have their merits But it just depends entirely on where you're at as a company in terms of, are you already substantially within SEO in the sense that you've been here for a couple of years, you've been publishing for a while, or are you a brand new site. Those all sort of impact your ability to use one of these frameworks here. So velocity, we tend to think of it from our experience here, velocity tends to be really good for new sites to test out what works and what doesn't work, we'll typically find that if you're a brand new site, and you're just getting your blog up, you're just starting to publish things. If you throw sort of spaghetti at the wall and see what sticks, it tends to be a little bit better than actually going for something that's super, super specific there, you're spending a lot of time in the early stages, let's say this is your first couple pieces, you're putting those out. You're spending, you know, maybe weeks or even a month to get that piece out the door, you're really delaying your time to see any sort of baseline analytics that you can iterate from. And that's really the key that we find for brand new sites is that sometimes if you have, let's say, three or four different ideal customer profiles that you target, and you want to create content for all of those, sometimes it's going to be really hard to tell if you're going slow, which one of those niches is going to be the most profitable for you from an SEO perspective. And the way you can get around that is just kind of sheer velocity in the early stages to see what picks up, what doesn't, what's hitting home in the eyes of Google and what's not. And then you can really use that to your advantage, to essentially harp on that specificity later on.


And so essentially, as a new site, it can be really hard to find specificity without velocity first. So you can end up spinning your wheels. You're going too specific if you're saying, hey, we need to polish this one guide, this other guide, those ones just might not hit as well as if you're doing a bunch in a wide variety of spaces there and seeing what works and then doubling down on there. So really, velocity we find is very, very good for new sites. But it can also be combined with specificity, which we'll kind of dive into in a little bit here. So some of the main findings, I'll just summarize super quick before we actually get into kind of like the nitty gritty and actual frameworks, and how do you apply it.


But some of the main things we've noticed over time, after working with a couple of 100 brands, that big brands should often prioritize velocity in a specific measure and not land grabs or volume metrics. And so what we mean by that specific velocity is really dialing in on what are those currents? ICP? So what are your ideal customer profiles within a search framework, you know, which one of those are doing well, currently? Which ones do you already have existing topical authority and that you can kind of go deeper in. So for example, let's say you have a couple different customers from like, you know, construction firms to law firms, whatever it is that you find currently has a really strong foothold from a search perspective, those are generally speaking ones where you want to prioritize specific velocity. So how do we go deeper within that one very specific niche now and how do we publish a lot of content across the board there versus then we're looking at all these in, you know, Semrush, Ahrefs, whatever it is. And we're seeing a tonne of volume metrics here that look great, let's just go through everything, it's usually not a great strategy if you just spread your efforts too thin when you can really dial it down, when you focus on one or two niches there when you're a little bit larger of a brand. And you already know that you have good traction in those spaces.


Small brands, generally speaking, should start with velocity to identify some of those winning niches to understand which ones are working, which ones aren't for them. But then they should focus on specific velocity once they reach those, those analytics there, and they can kind of see what's working and what's not. And then small brands should not focus on velocity long term. And we'll kind of dive into some of the downsides of velocity here that we've just seen over time. And so we'll just jump right into essentially a framework that we've used on RN, which we kind of deem the velocity specificity cycle, it's kind of a mouthful. But essentially stage one here, what we're looking at is typically newer sites or a new topical niche. So this can apply if you're, like I mentioned a brand new site, you're just getting your foothold in the SEO space. Or if you are sort of a larger entity that’s been around for a bit, but you're entering sort of a new topical niche.


So let's say you just haven't covered this subset of content before or this topic before. This still applies to you. Even if you're a bit larger of a brand you have more experience etc. And so you know, newer sites, new to topical niches, what you want to do here is really prioritize the velocity of those topical niches in their space. And so if you're a newer site, and let's say you have three ICPs, or you offer multiple different product variations, if your product has 1, 2, 3, 4, 5 bunch of different features there. There's a lot of good, unique content you can create around those features around their use cases. A lot of what you want to do there is really prioritize velocity, and so that's stage two, where we're talking about how do we publish content clusters across three to five verticals at a time. And then we sit back for a little bit, we analyze some of that data and we understand which content clusters within that publishing framework are actually performing best. And so it's a really key stage that we find that a lot of newer sites or folks that even have larger sites , and they say, cool, we have a huge site, we have a big domain rating authority, whatever it is, we can kind of capture any topic we want. We find that you're creating a little bit more work for yourself doing it that way.


Whereas going a little more specific and seeing, hey, these topics, these verticals, they're performing well, let's go a little deeper here until we've got a really good foothold. And then you can kind of expand out from there. And so stage three is what we're talking about, they're just analyzing the data after a few months, right, depending on your competition or difficulty. Analyzing the data could be as quick as a couple of weeks, it could be as long as a couple months, depending on how aggressive you're being, as well as obviously competition, right? If you're going up against larger competitors, you want to take a little bit more time to analyze that data, you're not going to see movements quite as fast. So take that into account based on your sort of existing site authority, as well as competitors in our space, and how difficult realistically it's going to be. In stage four here, what we'd like to look at is essentially finding those winning niches that align with your business goals and intent.


So instead of looking at things from just a purely volume standpoint of like, hey, this one says it's low keyword difficulty, it says it's high volume, it's sort of related, maybe in some senses, let's just go after it, because it sounds nice. Those are usually ones that you want to avoid, because you're probably not going to rank for it long term, it might feel like a good short term win. But again, if it's not aligning with your business goals, and intents, a lot of the content you're creating in that sense is sort of just useless, right. And so what we want to do here within that block, that specificity cycle, is again, find those winning niches based on a little bit of velocity at the start, and then go a little bit deeper with these specific niches that we're finding are doing well. And when you're looking at, you know, metrics within Ahref, Semrush, Moz, whatever sort of keyword tool you're using, a lot of those volume metrics are just plain wrong anyways. So for example, we've seen this across our own brands, as well as hundreds of sites we've worked with, in that we'll usually see, if there's a keyword that says a couple of 1000, maybe it's probably two to 3 times that amount of search volume, if it says it's somewhere in that like, you know, 10 to 50 a month, we'd assume it's probably three, four times that amount, just based on the actual experience in there.


So if you're seeing things that are super low volume, even if they're registering within a keyword tool, that's generally speaking, a really good sign that actually has more volume than it says. So it's just something to take into account here that we want to avoid some of those shiny objects, when we're talking about stage two to four here of finding those content clusters across the verticals, and then finding sort of that winning niche where one is just outperforming another, this is usually what you'll find across these stages, that when you do publish across a few different verticals, you'll find maybe one or two are going to perform better than another. And it's usually due to things, you know, different competition, or maybe you just have more experience in that space, or Google perceives you to have a little more topical authority at the moment there. And those are the ways that you kind of double down.


And stage five here, essentially what we're looking at is the specificity production. And so that's how we go deep, essentially in a winning niche now. And so those are ones you should have identified from sort of that multiple month period of analyzing data, you'll now have a pretty good understanding of what are those niches that actually do perform well, for us, not only from just a pure SEO standpoint of like, actually ranked well for it, we got traffic, but did it actually result in some sort of movement towards your goals, right? Whether that's directly for leads or sales, conversions, whatever sort of business model you run, making sure that those winning niches are categorized correctly in the sense that they're forwarding or getting closer to your goals. And so that's when you start to amp the production up within that specific niche. And you really dial in on that without sort of getting that shiny object syndrome across different spaces. So stage six, there is basically increased velocity only within those spaces and put a major focus on content rejuvenation cycles.


So what the heck does that mean? What is constant rejuvenation? How do we framework that within sort of new content production, where we're doing a lot of this at scale? One of the key things that you'll notice over time is that too much velocity often means a lot of content decay, even for large brands. So this is something you want to be aware of that at almost all times and Elizabeth hit on this Mordy hit on this a little bit as well, where essentially if we're seeing low quality content on a given site, Google has said this time and time again, we've also just seen it in practice that low quality, outdated, inaccurate sort of content brings your entire site down. And so it's something to be really cautious of when we're looking at content velocity. And we're looking at that too much in a silo of saying, you know, we hear it all the time, right? It just publish more content, just create more content. And then you'll start to see traffic. A lot of that can be good advice in some cases, but it also sets you up for failure. If you don't have the processes in place from a content rejuvenation perspective of now that I've created all this content, how do I go back and make sure that it's updated over time, that I'm not just creating a piece and kind of setting and forgetting because we've just seen time and time again, that brands that do set and forget there. That's an opening for another company to come in, right? And it's another way that you can actually rank against larger brands doing sort of a basic level search like this, you can do this on pretty much any keyword tool you've got. But essentially just take a look and plug in a domain and see what sort of content they are ranking for and different positions, you can even then compare that over time, they'll give you a really good understanding of like, what are all these keywords that they're not even ranking well for? Which ones have declined in the past 360, 90 days or even longer? It gives you a really cool insight into what topics are these brands prioritizing or simply just not focusing as much on. Those are really your kind of ins in a competitive space.


A good example for stage sort of number two: You're publishing content across three to five verticals. So I'll give you a little bit of a breakdown of how you do that, how you identify that, what's the next step there. So this is a direct example of what we did for monday.com. So we looked at essentially all the different sorts of niches that they serve, and their different ideal customer profiles, and we just mapped to those apps to start. So they cover a whole host of different customer profiles, your business might cover only one or two, and that's totally fine. We can chat about ways to adapt based on that. But if you cover multiple ideal customer profiles here, what we want to look at is essentially spreading those out and seeing what terms, what keywords, what sort of content can we create specifically for those teams, and then sort of expand upon that. And so what we realized was, okay, cool, monday.com, it's a pretty broad product around project management, they serve a bunch of different companies, styles, types, what have you. And so we looked at, they're covering marketing, CRM and sales, project management in general, creative teams, software, dev teams, nonprofits, construction, firms, finance and accounting, right?


There's all these different topics that they can cover. And so we want to do here is pick a few of these at the start that are sort of the bread and butter ones that historically if you have that data over time, which ones have converted best for you, or resulted in the highest return on investment, or lifetime value, whatever sort of metrics you're measuring there, and then create content for those specific niches. So the cool thing about Monday that might not directly apply to you is that a lot of that is really scalable in the sense that you're talking about one sort of specific product here, right, a project management tool, and you can expand that based on the use cases of each individual team. So you can really scale the amount of content velocity there within a specific niche. But that whole sort of stage two to stage four applies directly here of buying those, you know, three to five verticals.


Let's just say here, it's you know, marketing, CRM, sales, project management, and really focus on velocity at the start within those. Maybe we identify that, hey, marketing and creative teams, these ones are ranking really well. Let's put a little bit of the other stuff on the backburner. And let's double down on that specificity and see that we've already got some of that topical authority there. So that's kind of what it looks like in practice. Hopefully, that makes some sense. If I'm going a little quick, we'll send some of these slides to everyone after I'm sure so you can kind of dive in and see if anything else up close there. Cool. So that was a lot for the first framework there. The second section here is a little bit on how we prioritize some of those topics. And now that you've actually done some of the research, you're saying, cool, I've got some of these ICPs. I know what I'm going to target here. How do we go from the typical phrase--we're all guilty of it, right? I need to rank for X,Y, Z and it's one specific sort of money keyword or a batch of those, how do we go from that to I know, I can rank for a given keyword and X amount of time frame, resulting in a given ROI. And so we really like to get a little bit more granular on topic, prioritization, and really look at some of the metrics there and our realistic ability to rank for that over time.


So what we're going to cover in this section here is topic prioritization, which goes into a few things like the payback period. So how long will it take? You've actually recouped some of the investment there from targeting the specific pages? What are your timeframes to goals ratio? What are your KPIs? And then what does success actually look like to you? So this is a framework that we use quite often across codeless. And you serve our companies, and it's a constant framework here called Planning Predictor. And what we'd like to start here is at the base of harvesting demand, and so what we're talking about, there is looking to see what already exists from the search engine perspective, there's a few ways that you can create demand via SEO. But a lot of the time, 99% of the time, you're looking to harvest existing demand of folks already searching for this. How do we show up and build a brand in this space? How do we capture some of that attention? There are several ways to create demand.


But again, a lot of what we want to focus on here is how do we harvest it because creating it is really, really hard to measure over time. And if we're talking about trying to get a really good ROI, in a reasonable timeframe, a lot of it is going to be based on harvesting existing searches. And so what we want to do here is really perform both a top down and bottom up analysis to build out a lot of that initial keyword lists for things like relevancy to your business, from the direct relevancy to something that's a little more broad, from volume metrics to again, take those with a grain of salt just based on your industry and space. And then things like keyword difficulty and even cost per click.


So I'll just breeze through some of the stuff on this framework as a whole. And then we're going to dive into each one in specifics. So just feel free to listen, no need to take any notes or anything on this section just yet. We'll dive in each one there. The second stage here essentially is sort of competitiveness. So how difficulty or how difficult is the corresponding SERP that you're looking within? Can you realistically compete based on average DR, Da scores that give you sort of a good proxy, but also looking at like, how long have they been ranking there? What's their content, quality, referring domains, all these sorts of things will give you an idea of like, what is your actual, you know, reasonable timeline for ranking for some of that? The third stage here is topical authority. So are you already seen as a topical expert in these spaces? Are you building it up from the bottom? Are you already ranking for similar queries? Again, that's sort of what we were touching on earlier there, you're in that specificity stage, you might have a lot of topical authority already. It gives you a little bit more room to expand and see results faster. The organic CTR stage here of the framework is can you realistically rank within let's just say the top three for that given keyword, which is going to net probably somewhere between 70%, maybe even higher of the clicks. And you're also assuming kind of baking in that organic CTR is just been decreasing over time with various SERP features, whatever it is, you really need to be ranking within 3,4,5 to really see any sort of payback from the keyword these days. So it's something to keep in mind, you're doing that initial research.


And then last, but not least, is the fun parts, right? The money part. So the payback period, what's your ideal payback period, and risk tolerance plays a huge, huge factor in how you build a content strategy from the ground up. So your tolerance here can be, need to get leads in two to three months. Or it could be, hey, we've got funding here, we've got a 24 month timeline, let's hit the ground running and see what we can rank for in that timeframe, your strategies are going to look completely different. So those are really key factors that we take into account before even looking at a piece of content and deciding whether or not to publish for it. Cool. So we'll dive straight into all of these. Now, hopefully, we won't take up too much more of your time, we'll try to be concise on some of them.


But essentially, the harvest demand stage is where we're plugging in a bunch of different initial keyword ideas. And looking at essentially all of the longtail variations weighing up their respective relevance volume, keyword difficulty, cost per click. These metrics here are really good at understanding, what's the intent of a piece? What sort of length do I need to put into it? What's that cost going to be? So you know, a metric like CPC, some of you know this, some of you might not, but you know, well, it's obviously an advertising metric that can really help you indicate what people are willing to spend on something. And usually, if someone's willing to spend a pretty significant amount of money for a single click, and generally speaking, means they're getting really good quality leads, and traffic to their sites.


And so you will often see, if you're in a law firm niche, they're searching for a law office near X,Y, Z city, that's going to probably be maybe even upwards of $100, $200 per click. And that generally speaking means the folks that are bidding on that are seeing a pretty good return, we're seeing good quality leads come through the door. So it's something to keep in mind in your space obviously depends on the space you're in, how expensive the things you sell are. But you can weigh those up on different keywords and essentially get some really good data on structuring intent. So this is just another example of what we did for Monday of looking at basically a keyword framework that you can plug in, which is that customer segment vertical, and then a problem or a pain point that they face. It can be as literal as this one here, where it's construction, project management, literally taking their ICP and then taking their exact software that they do here. This one's a little bit more middle of the bottom of the funnel. But you can also get a little bit more broad with these and you'll come up with a lot of really good quality terms here. And so the harvesting demand is really just building a lot of different keyword lists at scale, that you can then compare side by side, and understand which ones you can go after, that you're going to see results from, in a given timeframe. So it's a really good starting point of just building a lot of lifts in a lot of different areas.


So you can have a lot of that data on and from a SERP competitiveness standpoint. What we want to look at here are a few different things. And so what you'll tend to see and given keyword tools are things like, you know, keyword difficulty metrica, or a score. These are basically useless these days, in my opinion. I think they can be a good starting point but when you really dig into the fundamentals, how they're ranking some of that are scoring, they're just not great indicators of what you'll actually see work. So for example, if you're looking at this one here, this keyword of contractors, planner, says the keyword difficulty of sticks. And when you look at some of the stuff in here, it's a bit misleading, right, like there's a few brands in here that are super high DR, millions of link's pointing to them. But when you actually look at how that metric is scored, it's really just looking off the domains pointing to that individual page. So it's looking at things at a page level, more than it's looking at things at the domain level. And we need to be taking into account the factors because obviously, they matter heavily in that, you know, if Forbes comes in on this topic, and they have zero links pointing to that specific page, their brand is just so large, that they're probably going to be able to garner some topical authority and rank there really quickly.


So we don't want to base things off of just the amount of domain to a specific page, we want to look at things from a domain level. And so the good news is that when you actually do that, you'll start to see things a little bit more clearly. You know, maybe this one shows an app store ranking, etc. This one shows Amazon ranking Monday.com. This might not be a term that you really want to go after for the short term, as you're just probably not going to rank for it based on competition, despite the keyword tool, saying it's an eight, which for a brand new site, it might be relatively easy. So what we look at here, from a search competitiveness standpoint, is especially as it relates to how do we create content at scale? How do we do this? How do we create a piece that's actually going to rank for here and using blogging to outrank the competition, we're gonna look here at modeling things that work from brands that are at your size, or potentially even smaller. And so when you look at, you know, the first few things that are ranking here, you'll see pretty large companies, big domains, big brands, we often are told in various different circles that, hey, we shouldn't look at the number one ranking thing here, we should basically try to make that a little bit better. And then we'll hopefully at some point rank better than them. But it's just really not how it works.


In practice, we find that there are often sort of, you know, smaller size brands, they're just getting things going on the SEO side that are actually penetrating a lot of these SERPs. And so that's something we want to really hone in on and understand how they are doing this, and a lot of it comes down to that specificity within a given topical area. So whereas a brand like Reich or whatever is ranking here, they can rank for a lot of these things, just based on the fact they built a brand over the past decade, they've got a bunch of different ICPs. They have content going and a whole host of spaces, that might not be you, right, and that's okay. And you can identify, there's other folks out there that are succeeding doing this. And so you want to model after them and not model after some of the big hitters you see on SERPs, because a lot of folks can rank for some content, unfortunately, just by the size of their brand and the quality, you might read it, you might say, you know, it's not the best content I've ever read, this one's a little better. And so that's one you want to model after, generally speaking, when you're looking at certain competitiveness. Is there anyone that's a little bit closer to your brand size, lower than your brand size, or smaller rather. And then using that as an indication of whether or not it's realistic to rank for these terms. And oftentimes, you will find that even if something is hyper competitive, like an international marketing strategy, whatever it is, you'll find that there are doors that are open, they're depending on your own brand, you know, how does it fit with your company, your ICPs, things like that, from a topical authority standpoint.


Elizabeth hit on this a lot as well. So I'll just expand a tiny bit on that. But essentially, what we've looked at here is organizing topics around specific customer industries, and then using basically a parent child hierarchy to help reinforce some of that topical authority. So creating pretty dense clusters, again, going back to that specificity velocity framework, by identifying the specific clusters and inches and then really going deep within those. So you can see some of that to just on their sites, as well as sort of that URL structure that we tend to use here is essentially just sending positive signals around those various different topics, topic areas that we want to focus on making sure we've got a lot of good quality content that's condensed into this area. So we're building along with that topical authority. We're adding an expertise over time, etc. And we want to focus obviously on a lot of the topics where we can add some of that uniqueness to it. So that could be you know, your company does things a certain way. Let's touch on how we actually utilize that in practice within the content and add some sort of unique value there. So that's what you mean by the topical authority standpoint.


Some of the practical application here is really going back to specificity, right? So if you're ranking well, for similar terms, you probably have some topical authority there. And you can go deeper and then use that velocity framework within specificity. So really take a look. If you're already an established company, or you've been doing SEO for a while, you've been blogging for a while, you can just go take a look and run a quick analysis and check and see what are sort of those generalized themes or areas that we rank well, then which ones maybe not so much. That'll give you a really clear idea of your expansion opportunity there, or even your pruning opportunity to say, you know, hey, this content has been in this niche for the past 12 months, it's not ranking for anything. You can potentially prune that, or redirect or remove it, whatever sort of decision you make there based on your current standing. And then really focusing on areas where you do have that topical authority, you're gonna see content rank far faster. So that's a really good practical application there.


And, you know, I'm not sponsored by MarketMuse and it's just a coincidence that they're involved in the webinar, but we like to use them for this specific purpose, actually. So using tools like their inventory feature, where we can analyze things like a more personalized difficulty score, we prefer that over sort of just looking at them generically and other tools, because it can help predict just based on your own sort of topical authority in a given space, how much content you have, they're currently ranking versus relying on generalized numbers that tend to be really vague. Again, like we saw in the example, up here, it tends to not be a really clear indicator of if you're actually going to rank well or not, if you see an eight out of 100 keyword difficulty score, the last thing I would expect to see is Amazon ranking number one, because you're just not going to outrank Amazon for the most part. So just something to keep in mind there. Cool. Back to the organic CTR. So we're moving again, I'll jump back here as well as you can get another bit of an overview here. So we've covered the harvest demand section, SERP competitiveness, authority down to the CTR, and then the final one, payback period. And Wix team feel free to stop me if I'm going way too over on time.


Crystal Carter 47:17

You kid of are, I didn't want to say anything.


Jeremy Moser 47:20

No, you're good. I figured it might have been a little too in depth. So I'm happy to skip ahead to on anything if we have like another minute or two.


Crystal Carter 47:28

Sure.


Jeremy Moser 47:30

Cool, cool. No worries. So the payback period, essentially--you'll have the slides afterwards, you can kind of run through, there's a few kind of questions you can ask yourself based on where you're currently ranking, all those sorts of things, to kind of determine how do you make sense of like velocities, specificity, ROI, things like that, to be able to dive into some of that, the distribution side, too. There's a lot of practical applications in here, it will take too long to go through. But essentially, what we're looking at here is, we see that it's from a link building perspective, it plays just as much in the content as anything else. And that's content quality isn't just on page.


So here's kind of a direct line from Google's own How Search Works documentation, basically saying, you know, one of the several factors they use to determine quality content is if other prominent websites link to you. And so what we want to see link building as is not really this like kind of mystical thing, but more as an extension to the content quality. So how do we get really good quality sites to link back to that content you've created, actually bolsters that content and makes it better quality. So that's what we want to do in this section here. I won't dive into all of it just now. But there's a few different things you can test around in here, a few different ways to go about link building at scale. And there's a couple of different frameworks in there that you can dive into at another time. But I won't drone on too long, I think I already went too far.


Crystal Carter 48:49

It was a lot of information so we really appreciate you sharing everything. I'm just going to signpost everyone quickly so we can get to some of our things here. Just a second. So we want to make sure that we are getting to your questions. On the place where you registered for the webinar with all of this information we have added lots of the notes here from Jeremy and from Elizabeth. And we've also added a lot of the the signposting lots of different tools that you can use on Wix to optimize your blog for distribution, using Wix Video Maker for different content, different content, using analytics to understand some additional opportunities, and verifying your your site for rich results, which can also give you different opportunities and things like that. So we'll link to that in your email that you get. And I'm going to pass it over to Mordy so that we can get some questions before we wrap up.


Mordy Oberstein 49:45

Hi there, okay. I'm gonna quickly just pull up my list. Yep. Thank you Jeremy, that was absolutely amazing. I just want to like, kind of sum up what you're talking about in one distinct sentence. So I know there;s a bunch of questions around this. If you see that you're ranking or you're getting some traction around a particular topic, so if you fix cars and you talk about brakes on your blog posts, talk about the engines on your blog post, you talk about spark plugs (I just got mine changed). And you see that the content about the engine is not working. It's not ranking, but the content of the brakes is ranking and you're starting to get some traction on that, go deeper into braking, or brakes. You really want to build on the momentum. You have a whole podcast episode of the SERPs podcast on the Wix SEO hub about momentum, and its role in SEO. So check out that episode for more on that. Okay. Well, let's go to Andy Jarvis and he has a great question. He wrote, how do you know if you should update, optimize a piece of content or write a new piece? Say if something updates from spring to summer? 2023? What factors would be driving updating the piece versus writing a new one?


Jeremy Moser 50:56

Do you want me to...?


Mordy Oberstein 51:04

The floor is yours, Jeremy.


Jeremy Moser 51:07

Cool. Yeah. So in terms of deciding whether to update or create a new one--is that sort of the basis of the question? Yeah, I think it depends and kind of goes back to some of the stuff we were just chatting about around how much content you've already got published there versus creating new ones. And I think a lot of the difficulty we run into with content velocity as a blanket prescription for most folks, is that you do run into the fact that you just have so much decay going on. So it'll depend a little bit on the evergreen nature of a given topic that you have. And so you can do a little bit of a clear test there by just looking at what content is already ranking there when you search that term.


So if you go to Google, don't even need an SEO tool for this, just plug in that keyword and see what timeframe was the content published that's currently ranking? Did anyone update recently? Or is it still showing stuff from two, three years ago, that gives you a pretty clear idea actually, in two senses. Number one being, that content, if it's outdated, a little bit, that's an opportunity for you to create a little bit better content, if you're not already ranking number one, or it's potentially your opportunity to just bolster that number one ranking by updating it anyway with newer fresh information. And if you see that a lot of the content there is updated more frequently, and you have been losing rankings, I'd for sure prioritize rejuvenation, or updating of that content, then I would net new because again, you're then playing into that net new cycle, right, you're creating a bunch of new content, that's also going to decay. At some point, you're creating yourself a really big backlog there. So I tend to be a much bigger fan of working with what you've already got. There's still opportunity in that space, and you're seeing results from it.


Crystal Carter 52:46

And that's something Elizabeth touched on as well about making sure that it's not a set it and forget it sort of approach.


Elizabeth Irvine 52:53

Yeah, I think it's going to be very rare to hurt yourself by updating your content, that you can only improve your content that way, especially if there's a change in the market, changing information. When it comes to updating or creating new, it goes back to thinking about, what is this page actually about? If you're adding too much information that's changing the subject of that page, that's when you should create something new, and go really deep into it.


Mordy Oberstein 53:22

So Elizabeth, you spoke a lot about content clusters. And a bunch of folks were asking, could you maybe define what is a content cluster? And maybe give an example of one and how you go about creating one?


Elizabeth Irvine 53:35

Yeah, it's a lot we can provide some additional content on clusters too. In the simplest terms, though, it's a group of content that fully covers a topic. And I like to think about it across the buyer's journey. That's kind of what I was talking about earlier, too, if you're talking about tools, in a how-to article, that's clashing. That's the intent mismatch, the intent of someone searching how to do something, if they're served with products, that's now answering their query. So when you're creating a content cluster, you want to think about the related topics to your core topic and create content that covers the why, the how ,the what. Jeremy talked about different verticals. So how can you expand, go into more detail, on the topics within that the related terms, what's semantically related to that initial topic and go deep into all of those. It's kind of a mix of science and art and really thinking about what's going to provide value to your audience. That's really what you're trying to do with your content and answer their questions. If you need to create 10 pieces of content to do that, to answer all of those questions, do it. If you need to do 20, then that's fine, too. It's not necessarily that you need five pieces for this cluster and you move on. It's really how you're going to show that you know this topic really well and can provide a comprehensive answer for them.


Crystal Carter 55:06

And I think it's sort of being a one stop shop. So if somebody's got a question about a house plant or something, that they know how to grow it, whether to put it in dark, light or bright light, or you know, what kind of food it needs, or what kind of pot it might go in, or all of that sort of stuff. So it's got all of the different ways that people might be interested in that topic and really showing a depth of knowledge.


Mordy Oberstein 55:30

Yeah, basically, if someone were to say, hey, are you an expert on plants, you will show them your blog. Yeah, here's all the things I talked about. Clearly, I am an expert on plants. One question that kind of came up and really touched on the core of what this webinar is about. Let's say for example, I'm starting to write content, and I'm ranking in position number 15. So page two of Google, and I just can't seem to get above page two, what do I do now? The first thing that I would typically look at there would be sort of a one-on-one stacking of like, is the content quality good at a baseline perspective, from a subjective level, looking at the depth that you're going into, in comparison to competitors. What sort of varying other related topics can you add to that content? If you've checked all those boxes, you've created as good, if not better, piece of quality content. A lot of the difference maker there, from what we see, tends to be the link building side, do you have enough authority in that space, are other good quality brands pointing to that piece of content or your company as a whole and saying, hey, they're the experts in this space, listen to them around this.


Generally speaking, that is what we see pushes folks from let's just say, the bottom of the first page, top of the second page, into a position where you can actually compete. And then from there tends to be a little more around, how do you update that content, etc. Generally speaking, that's what we find to work. But there's multiple ways to do it, of course. So one last thing. Right now, we're really short on time, but I've seen multiple times throughout the q & a, this idea of authority. And what I mean by authority, what are we trying to do here? And I'll say this really quickly, before I hand it over to our guests, you know, that Google is sort of like a courtship, you need to show Google that you're trustworthy, that you're relevant that they can feel comfortable showing your website on on the result pages for whatever keywords that you're trying to rank for. And that's a long process of really creating content. And I think in terms of outranking bigger websites, it's really a place where you have some advantages, because you can, as I mentioned before, get really into the nitty gritty details of a topic to build up that authority in ways that maybe a bigger website can't. But again, when we're talking about authority. Elizabeth, Jeremy, what comes to mind, what's really important to building authority? And what does that actually mean for a SME or an SMB smaller kind of website?


Crystal Carter 57:54

Elizabeth it would be good to hear from you, I know you talked about this a little bit in yours.


Elizabeth Irvine 57:58

Yeah, it starts with expertise and experience and displaying that in your content. So I talked about dog grooming, if everything on my site is about dog grooming, and going into a talk about specific breeds, I talked about things that if I start talking about cats, and I have no other content about cats on my blog, I'm not gonna have any authority on cats, because Google's like her blog is about dogs. Why am I gonna give her rankings for something about cats, I need to build out a whole infrastructure with all the basics and go into the same details of what I did for dogs for cats. And at the basic level, that's, that's how we perceive authority.


Mordy Oberstein 58:43

And with that, I think I'll hand it back over to Crystal. Just one quick plug for the SERP's Up podcast. And I think two weeks in August, I'm gonna say eighth. We're releasing episode number 50 of the podcast. So check out episode 50, it's got a heap of cuts from our previous episodes. If you're looking to get into SEO, learn more about SEO, we will cover a whole gamut of topics in just one episode. So that's the perfect one to get started with. And now I'll hand it back to Crystal.


Crystal Carter 59:09

Yes, and I just wanted to say thank you to everyone for joining us here. Thank you, Elizabeth, for your fantastic insights. Thank you, Jeremy, for joining us today with your amazing insights. We're going to be sharing this video on YouTube. We're going to be sharing it on the web, the website that you joined this webinar via and thank you all so much for coming. I hope you guys have a great, great rest of the week and see you again for the next webinar. Bye. Thank you.





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