✍️ New on our blog
SEO Silo Structure: Why It Makes No Sense (And What to Do Instead) by Joshua Hardwick
Silo structure in SEO is a type of website architecture where you group, isolate, and interlink content about a specific topic. This creates clean, distinct sections of related content on your website. (Here’s how it looks like in practice.)
Why is siloing popular?
- It helps Google to find your pages – Siloing can help with this because it creates a logical hierarchical structure with consistent internal linking.
- It boosts rankings – Better flow of PageRank and more contextual internal links can help Google understand the context of a page.
- It creates a good user experience – Siloing brings topically similar pages closer together and helps users find relevant content more easily.
Still, even with these benefits, Josh does not recommend siloing. Why? Answer: Forbidding internal links between silos is silly and doesn’t help SEO or users.
Here’s what Josh recommends instead:
- Use a pyramid structure – The pyramid site structure puts your most important content at the top, followed by your second most important content, your third most important content, etc. This is how most websites are structured.
- Internally link where relevant
- Create content hubs for blog content – Blog content typically suffers from a lack of contextual hierarchy because it’s published chronologically. You can solve this by creating content hubs out of related posts.
- Make sure important content isn’t too deep – Google may not prioritize the crawling or indexing of deep content because it assumes the content holds little to no value for searchers. This is why you need to ensure that important content is not buried deep in your site.
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Product Marketing: What It Is & How It Works by Mateusz Makosiewicz
Product marketing is the process of bringing a product to the market and communicating its value both externally to the market and internally within the organization.
This includes everything from market research, to product positioning, to creating effective marketing initiatives focused on increasing a product’s adoption in the marketplace.
Here are some main steps product marketers usually take to bring products to the market and communicate them:
- Pre-launch – This stage can be summed up with one concept: go-to-market strategy (GTM strategy). A GTM strategy is basically a company’s plan to introduce a new product or service to the market. Typically, product marketers own these strategies.
- Post-launch – This stage includes everything that needs to be taken care of after you launch the product. Product marketers will be involved in the following activities: internal and external product communication, product analytics, gathering user feedback, and feature launches.
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4 SEO Benefits of Going Public (A Unique Study) by Michal Pecánek
Michal analyzed many SEO angles of 11 companies across different countries and industries that went public in 2021 via initial public offering (IPO) or direct listing.
He found that there are four main SEO benefits of going public:
- Great links and brand mentions – Going public is one of the rare occasions when even a relatively unknown company will get great media coverage. Basically, any media that reports about companies on the stock market is at play here.
- More sources to establish notability on Wikipedia – Getting a Wikipedia page can be a nice shortcut to establish and reinforce an organization’s Knowledge Graph entities. But getting your Wiki profile approved is tricky without notability, i.e., significant coverage in reliable, independent secondary sources. Going public can help with acquiring these types of media coverage.
- More information and sources for Knowledge Graph entities – Here are some tips to leverage opportunity and boost your KG confidence scores in the long run: update information and descriptions on your website and company profiles so that they’re unified; refer to the newly created company profiles related to your stock (Bloomberg, Yahoo Finance, etc.) in your “sameAs” schema property from your entity home (usually the About page); and use your PR team to convey unified information to the media.
- Increased demand in branded searches – For the companies Michal examined, all showed search demand spikes around the dates they went public.
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How to Build (And Structure) an SEO Team by Bill Widmer
Should you hire an SEO team? It is right for you if you want to build and scale your SEO while also training people who will become assets to your company.
If you’ve decided building out an SEO department in your company is the right move, you need to fill four key roles:
- Manager/team lead – Manage the team and ensure things run smoothly
- Web developer(s) – Fulfill technical SEO requirements
- Content team – To create content
- Outreach team – Promote your content and build links
Ready to build an SEO team? Follow these three steps:
- Determine your goals and hiring needs – The size of your team depends on what you’re trying to do and how much money you have.
- Find your talent – There are many ways to find people to work for your company. These include searching online job boards, asking friends and family, going through talent agencies, etc.
- Set up your task management software – Once you’ve found your team members, you’ll need to keep them organized and efficient. This is where task management software, e.g., Trello or Asana, comes in.
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Push vs. Pull Marketing: Differences & How to Use Them by Si Quan Ong
Pull marketing is a marketing strategy that focuses on getting your target customers to discover your brand, products, and services. Examples include SEO, word of mouth, and social media marketing.
Push marketing is a marketing strategy that focuses on placing your products or services in front of your target customers. Examples include cold emailing, direct mail, and advertising.
The best businesses use both pull and push marketing to complement each other. Here are some ways you can combine both pull and push marketing together:
- Generate leads with pull marketing and close them with push marketing – This is the core idea behind inbound marketing: create content that ranks high on search engines for the target queries (pull marketing), get prospects to sign up for the email list and, finally, request sales teams to reach these prospects via email or phone (push marketing).
- Run social ads to promote your content – Get people to consume your content by running ads on platforms like Facebook, Instagram, Twitter, Quora, and more. We do this all the time at Ahrefs.
- Target your ads to lookalike audiences built from your “pulled” audience – Since your “pulled” audience is made up of people who are actively seeking out the type of content you’re creating, they’re perfect as your “source audience.”
- Send outreach emails to boost awareness of your existing content – This is the idea behind link building.
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📹 New on YouTube
Cheap vs. Expensive Freelance Writers: Who’s Better? by Sam Oh
We put up a job post on Problogger looking for freelance writers to write a product review post for a pseudo affiliate site. We received 435 applicants in less than a week.
Since the goal was to compare quality and price, three writers were selected based on their respective per-word rates. The lowest rate was $0.02/word, the median was $0.15/word, and the highest was $0.40/word.
Each writer was given a content brief with some basic guidelines, product recommendations, and headings. They were also given a word count range from 500 to 1,300 words.
Sam, Josh, and Patrick then blind-tested the articles and scored them on a scale from 0 to 10 based on the following:
- Content clarity
- Content depth
- Content usefulness
The result? All three of them had differing opinions on which article was the best. This was expected because all three were coming from different backgrounds and had different mindsets.
Therefore, the takeaways from our experiment were:
- Set specific criteria to judge freelance writers – Don’t rely on your own subjectivity, which will differ from writer to writer.
- Don’t let a freelancer’s rate affect your expectations on quality – A low per-word rate doesn’t necessarily mean they’re bad; a high per-word rate doesn’t necessarily mean they’re good.
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📚 What we’re reading
TIPR Lite: A Lighter Approach to Internal Link Optimization [Article]
TIPR is a model created by Kevin Indig, the director of SEO at Shopify, to optimize a site’s internal links. However, the original model can be difficult to implement, so Kevin came up with a “lite” version:
- Export backlinks by page from your backlink tool of choice and import that to Google Sheets/Excel.
- Then crawl your site, export internal links from Screaming Frog (click on Bulk Export -> Export inlinks), and import that to your sheet.
- In your sheet, create a pivot table of your inlinks:
- rows = destination
- columns = link position
- values = source
- In Screaming Frog, filter the Internal tab by HTML, export it, and import it to your sheet to get the # of inlinks and outgoing links per URL.
- Finally, create a Summary tab on your sheet on which you VLOOKUP all metrics by URL:
- Internal links
- Incoming links position
- Backlinks
Alternatively, as Michal pointed out, you can even set up the TIPR lite model straight in the Page explorer report in Ahrefs' Site Audit.
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Till next time. ;)
Cheers,
Si Quan
Content Marketing @ Ahrefs
P.S. We’re experimenting with adding more content to our newsletter. What do you think? What should we improve? What should we add? Let me know by replying to this email.
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