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 | Mordy Oberstein |
| If Google wants better quality content it should…
To Google’s credit, it has been trying to wake the web up to the notion of creating quality content for some time. Still, it hasn’t all gone exactly to plan, for 2 reasons:
1. Many point out that “meh” content still ranks.
2. No one is sure what this mysterious “good content” looks like.
Google has done a lot to address my first point, from talking about raking feedback to mentioning more algorithmic changes are coming, etc. And these sorts of things really are complex, and a perpetual work in progress.
The second point, about educating folks on what good content looks like, is where I get a little spicy:
- I think Google assumes too much. People really don’t understand how to write quality content.
- Google’s concerns about potentially spilling some algorithmic tea are far outweighed by the possibility of legitimately helping people understand what good content is (easy for me to say).
- I don’t think it’s Danny Sullivan’s job to educate the web about how to write content.
Brandon Saltalamacchia wrote a post suggesting Google create some sort of content creation liaison. I agree. If Google wants to get serious about improving the quality of content across the web, it first has to fill the vast, existing pedagogical gaps.
Telling folks to “write great content” is noble but not specific enough. To truly educate the web, Google needs to help create a knowledge scheme around what good content looks like—because many folks, try as they may, simply lack the knowledge through no fault of their own. | |
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If you could do one thing over when starting your SEO
agency, what would you do differently?
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How can your more “corporate” or “introverted” clients take advantage of TikTok and Instagram?
We often see people praising social media campaigns from edgy brands—looking at you Duolingo and Ryanair—but that doesn’t mean your business can’t find success on TikTok and Instagram too. Here’s how:
ERC, people: Instagram and TikTok are the best platforms to Educate, Relate, and Communicate. Put a combo of these 3 things in your strategy, and you’ll wonder why you didn’t do it sooner.
Don’t be afraid of humor: You can be funny and on brand without taking a huge risk. Switch up your copy with some wit or sarcasm, add a few puns, make a meme about something relatable to your industry/your audience.
Go faceless: You don’t need to be the star of the show, you can create content
without having to be in it.
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 | | Landing your SEO client with the right pitch | From building trust to sealing the deal, learn the art of selling your SEO services. In this episode, you’ll get taken through a winning pitch routine step by step.
Tune in → | |
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 | | Site keyword mapping worksheet | There’s a smarter way to manage a website’s content strategy.
Use this detailed Google Sheet to keep track of keywords, plan redirects, spot content gaps and more.
Download the resource → | |
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