only focus on one stage of the user funnel ❎ There’s little thought for how they fit into the wider customer journey ❎ They contribute little to overall commercial goals @oliviaday__ /in/olivia-day-seo/
only focus on one stage of the user funnel ❎ There’s little thought for how they fit into the wider customer journey ❎ They contribute little to overall commercial goals ❎ They are created in a silo, separate from all other marketing channels @oliviaday__ /in/olivia-day-seo/
only focus on one stage of the user funnel ❎ There’s little thought for how they fit into the wider customer journey ❎ They contribute little to overall commercial goals ❎ They are created in a silo, separate from all other marketing channels ❎ They are created to “create topical authority” @oliviaday__ /in/olivia-day-seo/
only focus on one stage of the user funnel ❎ There’s little thought for how they fit into the wider customer journey ❎ They contribute little to overall commercial goals ❎ They are created in a silo, separate from all other marketing channels ❎ They are created to “create topical authority” ❎ They are repetitions of other content on the internet @oliviaday__ /in/olivia-day-seo/
only focus on one stage of the user funnel ❎ There’s little thought for how they fit into the wider customer journey ❎ They contribute little to overall commercial goals ❎ They are created in a silo, separate from all other marketing channels ❎ They are created to “create topical authority” ❎ They are repetitions of other content on the internet ❎ They don’t provide value to the user @oliviaday__ /in/olivia-day-seo/
only focus on one stage of the user funnel ❎ There’s little thought for how they fit into the wider customer journey ❎ They contribute little to overall commercial goals ❎ They are created in a silo, separate from all other marketing channels ❎ They are created to “create topical authority” ❎ They are repetitions of other content on the internet ❎ They don’t provide value to the user ❎ They are created purely “for SEO” @oliviaday__ /in/olivia-day-seo/
of angles, not just SEO… @oliviaday__ /in/olivia-day-seo/ Building a brand persona Answering key customer questions Bringing in organic traffic Encouraging conversions
of angles, not just SEO… @oliviaday__ /in/olivia-day-seo/ Building a brand persona Answering key customer questions Bringing in organic traffic Encouraging conversions Boosting the rankings of priority categories
the rankings of priority categories ➔ Showcase experience, expertise, authoritativeness and trustworthiness around a topic. ➔ Build topical authority - by talking regularly about a topic, you can build that association that you are a business specialising in your niche. ➔ Highlight product and category pages as valuable and important - via a targeted internal linking strategy. ➔ Drive traffic to revenue-driving pages - when carefully considering CRO. ➔ Earn valuable backlinks, which can pass authority to priority pages.
What features do people rave about in product reviews? What questions are they asking customer service teams? What are they searching on platforms like Reddit? What are their pain points?
What features do people rave about in product reviews? What questions are they asking customer service teams? What are they searching on platforms like Reddit? What are their pain points? What’s the main reason people are reluctant to try your product?
What features do people rave about in product reviews? What questions are they asking customer service teams? What are they searching on platforms like Reddit? What are their pain points? What’s the main reason people are reluctant to try your product? What else is going on in their lives? What are their priorities? How much time do they have?
What features do people rave about in product reviews? What questions are they asking customer service teams? What are they searching on platforms like Reddit? What are their pain points? What’s the main reason people are reluctant to try your product? What else is going on in their lives? What are their priorities? How much time do they have? What questions are TikTok comments asking?
= better. @oliviaday__ /in/olivia-day-seo/ This can often take one of two forms: Creating lots of little blogs that should be one one big blog. Casting your net too wide with irrelevant content.
Is an issue because it causes cannibalisation issues, duplicated or thin content, and confusion for users. If you’re an online pharmacy, how do you know if you need separate blogs to target “side effects of aspirin”, “aspirin dosage”, “can you give aspirin to dogs” etc.?
Is an issue because it causes cannibalisation issues, duplicated or thin content, and confusion for users. If you’re an online pharmacy, how do you know if you need separate blogs to target “side effects of aspirin”, “aspirin dosage”, “can you give aspirin to dogs” etc.? ➔ Google your target keywords, or put them into a keyword clustering tool such as Keyword Insights. ➔ This will tell you if two keywords need to be separate blogs, or can be answered by one longer guide. ➔ This is the approach the “ultimate guide” tactic tries to employ (but fails to) - blogs can target multiple keywords, but not everything.
/in/olivia-day-seo/ Is an issue because it causes a lack of focus, a dilution of authority and confusion for both users and search engines. ➔ Many sites fall into the trap of creating content tangentially related to their niche (e.g. a car insurance company posting a guide to Formula One) in the hope it’ll earn them topical authority (in this case around cars). ➔ This dilutes the focus of the site and can bring in irrelevant traffic, negatively impacting engagement signals.
/in/olivia-day-seo/ Is an issue because it causes a lack of focus, a dilution of authority and confusion for both users and search engines. The Google documentation leak told us of a siteFocusScore that denotes the extent to which a site remains focused on one core topic. ➔ Many sites fall into the trap of creating content tangentially related to their niche (e.g. a car insurance company posting a guide to Formula One) in the hope it’ll earn them topical authority (in this case around cars). ➔ This dilutes the focus of the site and can bring in irrelevant traffic, negatively impacting engagement signals.
on your product. @oliviaday__ /in/olivia-day-seo/ This means: ➔ Product and user guides ➔ Gift guides and roundups ➔ Showcasing features and how they fix customer issues ➔ Cleaning, maintenance and aftercare advice ➔ Storage advice And supporting users at every stage of their buying journey.
/in/olivia-day-seo/ Once you’ve created blog content, it can be repurposed for… ➔ Digital PR - and it should be good enough to gain natural backlinks, too.
/in/olivia-day-seo/ Once you’ve created blog content, it can be repurposed for… ➔ Digital PR - and it should be good enough to gain natural backlinks, too. ➔ Email marketing - it should be providing genuine value to users at all stages of the funnel.
/in/olivia-day-seo/ Once you’ve created blog content, it can be repurposed for… ➔ Digital PR - and it should be good enough to gain natural backlinks, too. ➔ Email marketing - it should be providing genuine value to users at all stages of the funnel. ➔ Social media - is it engaging enough?
/in/olivia-day-seo/ Once you’ve created blog content, it can be repurposed for… ➔ Digital PR - and it should be good enough to gain natural backlinks, too. ➔ Email marketing - it should be providing genuine value to users at all stages of the funnel. ➔ Social media - is it engaging enough? ➔ Customer service teams - your blog should answer all key customer questions.
What questions are coming up regularly in customer calls? Before you’ve even begun to plan a blog strategy, you can ask… What topics are coming up on Instagram comments or DMs?
What questions are coming up regularly in customer calls? Before you’ve even begun to plan a blog strategy, you can ask… What topics are coming up on Instagram comments or DMs? What content has previously received lots of backlinks?
What questions are coming up regularly in customer calls? Before you’ve even begun to plan a blog strategy, you can ask… What topics are coming up on Instagram comments or DMs? What content has previously received lots of backlinks? What topics are journalists writing about in our industry?
What questions are coming up regularly in customer calls? Before you’ve even begun to plan a blog strategy, you can ask… What topics are coming up on Instagram comments or DMs? What content has previously received lots of backlinks? What topics are journalists writing about in our industry? What were the biggest customer pain points this time last year?
good. @oliviaday__ /in/olivia-day-seo/ Google’s documentation leak in May showed the existence of a QualityBoost signal which looked at a site’s overall quality. If your site is littered with poor quality, out of date content, it may be harming the visibility of your valuable pages.
good. @oliviaday__ /in/olivia-day-seo/ Google’s documentation leak in May showed the existence of a QualityBoost signal which looked at a site’s overall quality. If your site is littered with poor quality, out of date content, it may be harming the visibility of your valuable pages. ➔ If a blog is not receiving meaningful traffic, it’s not working hard enough. ➔ From this point, you can decide if you a) want to delete it, or b) improve it. ➔ A blog post can be considered for deletion if it has never performed well, it is out of date or no longer relevant. ➔ If you’re confident a blog is needed, you can work to improve its quality.
Google’s documentation leak in May also revealed that Google uses LLMs to estimate the “effort” going into article pages. This is part of its overall PageQuality score. Poor quality content may look like… ➔ Content that doesn’t answer the user’s question (or not well enough). ➔ Content that offers a poor user experience. ➔ Content that copies what’s already on the internet. ➔ Content with poor internal linking (too much, none at all, or poorly thought-through). ➔ Content that doesn’t prioritise information gain.
important issue. @oliviaday__ /in/olivia-day-seo/ Information gain = how unique your content is compared to what’s already ranking. ➔ It used to be enough to just copy what ranked #1 and make it a bit better - not anymore. ➔ Focus on what unique insights you can offer. ➔ This goes hand in hand with EEAT. ➔ Hunt for expertise, use quotes from your experts, and speak to internal teams for unique insights. For further information, visit https://digitaloft.co.uk/information-gain-in-seo/
there are a few reasons for this: @oliviaday__ /in/olivia-day-seo/ Lack of understanding Over-reliance on keyword research Creating unnecessary volumes of content
there are a few reasons for this: @oliviaday__ /in/olivia-day-seo/ Lack of understanding Over-reliance on keyword research Creating unnecessary volumes of content Keeping blog content in a silo
there are a few reasons for this: @oliviaday__ /in/olivia-day-seo/ Lack of understanding Over-reliance on keyword research Creating unnecessary volumes of content Keeping blog content in a silo Old content is ignored
@oliviaday__ /in/olivia-day-seo/ ➔ Understanding that informational content is also there to support rankings for revenue-driving pages. ➔ Prioritising content quality, information gain and showcasing EEAT signals. ➔ Keeping on top of content quality with regular audits. ➔ Keeping it relevant to your business and your product. ➔ Supporting users at every stage of their buying journey. ➔ Making content work harder across all channels.
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