Ahrefs - Ahrefs' Weekly Digest #78

✍️ New on our blog

1. It helps Google to find your pages – Siloing can help with this because it creates a logical hierarchical structure with consistent internal linking.
2. It boosts rankings – Better flow of PageRank and more contextual internal links can help Google understand the context of a page.
3. It creates a good user experience – Siloing brings topically similar pages closer together and helps users find relevant content more easily.

1. 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.
2. Internally link where relevant
3. 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.
4. 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.

1. 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.
2. 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. 

1. 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.
2. 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. 
3. 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.
4. Increased demand in branded searches – For the companies Michal examined, all showed search demand spikes around the dates they went public. 

1. Manager/team lead – Manage the team and ensure things run smoothly
2. Web developer(s) – Fulfill technical SEO requirements
3. Content team – To create content
4. Outreach team – Promote your content and build links

1. 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.
2. 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. 
3. 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.    

1. 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).
2. 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.
3. 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.”
4. Send outreach emails to boost awareness of your existing content – This is the idea behind link building. 

📹 New on YouTube

• Content clarity
• Content depth
• Content usefulness

1. Set specific criteria to judge freelance writers – Don’t rely on your own subjectivity, which will differ from writer to writer.
2. 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.

📚 What we’re reading

1. Export backlinks by page from your backlink tool of choice and import that to Google Sheets/Excel.
2. Then crawl your site, export internal links from Screaming Frog (click on Bulk Export -> Export inlinks), and import that to your sheet.
3. In your sheet, create a pivot table of your inlinks:
   1. rows = destination
   2. columns = link position
   3. values = source
4. 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.
5. Finally, create a Summary tab on your sheet on which you VLOOKUP all metrics by URL:
   1. Internal links
   2. Incoming links position
   3. Backlinks