Entail AI

You could be getting way more out of your SEO content. 🚀 If you're investing in content creation for SEO, you should consider additional ways to monetize it. In essence, you need two things - more traffic and better conversion rates. Yes, but how? (as a wise Indian guy once said to me 😊) 💡 First, consider these channels and techniques to drive more traffic to your content: ◾ Arbitrage: Send cheap social media traffic to articles, display AdSense, and make money from the difference. For example, you can spend two cents per click on a social media campaign and earn four cents per visitor from AdSense. ◾ Website navigation: Send more traffic to your content by adding the most important categories and pages to your navigation menu like Bankrate does in the screenshot below ⬇️. ◾ Suggested content: Suggest relevant articles on other pages (like NerdWallet is doing below ⬇️) and use internal linking as much as possible. ◾ Promote your content: Use email marketing, publish it on social media, or even use paid channels like Taboola or Google Ads (like Semrush in the screenshot below ⬇️). 💡 Secondly, convert the traffic from these different channels by adding very relevant CTAs or popups to your content. Each CTA can get a 2-5% CTR if it matches the context and intent of the paragraph it's in. If done wisely and without overwhelming the user, you can add ±20 CTAs to longer pages and increase CTR to over 50%. 📈 💫 So, in a nutshell: Bring in traffic from as many sources as possible, send it to the bottom-of-the-funnel pages, and convert it from there. Affiliate sites like NerdWallet are often the best examples to learn from because all they do is bring in traffic and convert it. Check out how they send traffic from an upper-funnel article to a bottom-funnel article in the screenshot below ⬇️. #seo #seocontent #cro

This is the #1 step you can't afford to skip to get good ROI in content marketing. 📈 Before anything else, you need to determine what type of content is best for your industry: 💡 Are you in an industry where visual content on social media is more effective, like fashion? 💡 Are you in an industry where there are many conversion opportunities and information plays a large role in the purchase decision, like health or finance? 💡 Or are you in an industry, like locksmiths or moving companies, where conversions come from a very narrow set of bottom-of-the-funnel keywords such as "locksmith near me?" Every industry requires a different approach. 🔍 Look at the keywords that drive conversions in your industry. Do you have a lot of bottom-of-the-funnel keywords to target? Are they informational or product keywords? Take lululemon as an example. Just over 95% of their traffic is branded, and most of their top-ranking keywords are product-related, like "Lululemon belt bag" or "Lululemon backpack." People searching for these terms typically want to see what the products look like. That's why Lululemon's content mostly consists of product and category pages on their website and photos and videos of models wearing their clothing on their socials. 📸 Now, compare that to BetterHelp. Nearly 74% of their traffic is non-branded and comes from mostly informational keywords like "sapiosexual" or "definition of love." People searching for these terms are looking for information. So, BetterHelp creates a lot of high-quality SEO articles about mental health that point to online therapy as a solution. 📝 🔑 Analyzing your keywords like this can help you figure out what content to create and which channels to use to get the best possible ROI. #contentmarketing #seoroi #keywordresearch

Creating bottom-of-the-funnel content is very important, but it's not nearly enough. There are two main reasons why: 💡 1. You're not very likely to rank with just bottom-of-the-funnel content because competition is high, and you need to create a lot of content to gain authority. The websites that rank for any bottom-of-the-funnel search on Google have a lot of authority and tons of content. For example, Talkspace ranks first for the bottom-of-the-funnel keyword “online therapy for anxiety” because they have authority and thousands of high-quality content pages. 💡 2. Most of the search volume is at the top of the funnel. If you create content that supports your bottom-of-the-funnel pages, you can funnel users from the top through to the middle and bottom of the funnel and increase your website’s total conversions. 🚀 Look at how BetterMe does it (see screenshots below ⬇️). They link from their upper-funnel article on how to do wall planks to a bottom-of-the-funnel article on their wall pilates app for at-home workouts. They also link to this bottom-of-the-funnel page from several other upper-funnel articles about wall pilates. 🔗 Your bottom-of-the-funnel content is crucial, but it won't convert without the support of upper-funnel content to guide users through their journey. #seoroi #seofunnel

Well, I definitely wasn't expecting this when I opened Google Search Console this morning... This is pretty much the situation on all websites today. Thankfully, it's just a bug. But it'll probably take Google a few days to fix, so don't be alarmed if this is what your site looks like on Google Search Console for the next couple days. #GoogleSearchConsole #SEO

There's a common misconception that in SEO you must target keywords with low competition and high volume. But that's not true. ❌ Your SEO strategy should start with bottom-of-the-funnel keywords, regardless of how competitive they are. Why? 💡 Because these keywords best describe who you are and what you're selling. If you're not targeting these keywords, you're not likely to sell. Even if these keywords are super competitive, you still need to target them for several reasons: ✅ For Google to understand what your website sells ✅ For users to understand what your website sells ✅ To convert sales –  You can send traffic from different sources to pages targeting BoFu keywords. It doesn't have to be organic traffic. ✅ To build a robust strategy –  BoFu keywords dictate your entire content strategy. All your other content should be structured in a way that sends traffic to the bottom of the funnel. 🎯 So, the most important thing in terms of your content strategy is to target bottom-of-the-funnel keywords first. After you cover all BoFu keywords, start creating upper-funnel content that links to your BoFu pages. Also, send traffic and link to the pages targeting those keywords from every relevant source, including your menus, email marketing, and even paid channels. 🔗 Check out how Wix does it. They target the BoFu keyword "website builder," which perfectly describes their product and who they are, with pages like "best website builders for freelancers," "for artists," "for small businesses," etc. They then link to these pages from their upper-funnel content, like in this article on how to design a website (see screenshots below ⬇️ or read it here: https://lnkd.in/eiQDea5E). #seoroi #seofunnel #seocontentstrategy

How do you measure conversions from SEO? Attribution is one of the most difficult issues when measuring SEO ROI for the simple reason that most conversions happen on a product page rather than directly on an SEO page. SEO pages bring in new traffic and help nurture leads on their journey through your site, which is why SEO conversions usually involve multiple steps. In other words, measuring SEO ROI requires a multi-touch attribution model. Before you can measure anything, the first question you should ask yourself is: “What do I consider as a conversion?” There are a few ways you could define conversion in SEO: - First touch: The user entered your website through an SEO page (i.e. a blog post), continued on to other pages, and then converted. - Assist: The user started on a different channel or page, went through one or more blog posts, and converted later. - Last touch: The user started on a different channel, went through a blog post, clicked on a CTA, and then converted. Even after defining this, SEO attribution is still very challenging because websites that do SEO can have hundreds or even thousands of pages. It's probably impossible to use GA4 to track tons of different user journeys across content pages and attribute the right value to every touchpoint. SEO attribution is a big deal, and to be honest, I haven't seen many companies that have solved it. So how do you measure SEO ROI? Please share the tools or techniques you use in the comments below. #seoroi #seoattribution #attributionmodels

You can increase CTR on your content pages to over 45% by adding CTAs that target context and intent. We’re also seeing a 30% increase in conversions from this strategy. Check out how NerdWallet does it in their article, "What Do You Need to Open a Bank Account?" They add relevant CTAs that support the user journey to every paragraph (see screenshots below ⬇️ or read it here: https://lnkd.in/eVv5n3Tz). Unfortunately, a lot of websites are missing out on this opportunity. Some, like Shopify, use the same generic CTAs across all their content even if they don’t align with the relevant user journey stage. Others, like Deel, use almost no CTAs on their content pages. These sites are leaving money on the table. Here’s how you can avoid doing the same: - Add CTAs to your content pages to capitalize on your existing traffic - Include at least one link or CTA in each paragraph - Ensure each CTA adds value and sends the user to the next logical step in their journey Keep these principles in mind, and you can increase CTR, conversions, and SEO ROI. #seoroi #seostrategy #cro

Adding non-SEO pages to your funnel is a very important strategy for improving SEO ROI. When you do SEO properly and at scale, more than 95% of your content is upper-funnel content that usually doesn't directly convert. However, the people who consume that content are, by definition, your target audience. That's why you're creating that content. So, you need to find ways to send them further down the funnel or bring them closer to your product. Very often, you can do that with content that doesn't necessarily target SEO. What I mean is that SEO content is different from, for example, news content. With SEO content, each page targets a specific keyword, and you can't target the same keyword on multiple pages. But news websites can have multiple articles about the same story from a few different angles. If you have users interested in topics like online therapy for anxiety, you could create content on what causes anxiety or how a celebrity overcame it with online therapy. This type of non-SEO content may not target search volume and could even cannibalize other content, but it might still be interesting. And you can use those pages very efficiently to send your existing upper-funnel traffic closer to the bottom of the funnel. BetterMe does this really well. They link from their top-of-the-funnel content to closely related articles to keep users in the same context and send them further down the funnel closer to conversion. Check out how they do it in their article on wall pilates for weight loss (see screenshots below ⬇️ or here: https://lnkd.in/eHQDvFXx). #seoroi #seofunnel #seocontent

This strategy will help you increase conversions and ROI from SEO. How many bottom-of-the-funnel pages does your website have, and how many can it have? When people look for products or services, they often search high-intent terms without mentioning a brand. For example: "best women's running shoes" or "best Bluetooth earphones." When they search for this, they're not looking for just one product. They want to compare a few and select the one that suits them best. For that reason, Google normally ranks comparison or category pages for these types of searches, and it's almost impossible to rank for them with a regular product/feature page. For example, try Googling "10 best mini skirts to wear this summer" or "10 best headphones for listening to music." What type of pages is your SERP showing? It may be top 10 pages, category pages, comparison pages, review pages, etc. By analyzing your bottom-of-the-funnel keywords, you can understand what type of pages you need to create. For example, if you're an e-commerce brand, you may want to create a category page. Nasty Gal does this really well. Their menu links to many different category pages. If you’re a website that sells many products, you can create your own top 10 pages. If you only sell one product, you may want to try to get that product onto affiliate websites that compare products, such as G2 or Top10.com. Analyzing your bottom-of-the-funnel keywords will also show you how many keywords you can rank for. For example, you can take a main keyword like “best dresses” and really break it down into: - Best dresses for special occasions - Best dresses for fall - Best dresses for curvy women - Best dresses for petite women Then, you can understand how many pages you need to create for each keyword, even if you're not in an informational industry. And if there are no ranking opportunities for you, you may want to get your products on other websites that do rank for those keywords. #seoroi #seofunnel #seocontent

You can use programmatic SEO to build pages automatically at scale, but only if they have unique information or data that provides real value for users. For example, some cybersecurity companies analyze certain software vulnerabilities and automatically generate pages that target users searching for information on those vulnerabilities. Each page offers genuine value. It's not generic. Zapier is also a good example. They have many pages about how to integrate between products, such as Gmail and Slack, Monday and HubSpot, etc. They created these pages automatically, but each one provides real value to users who need this information. Zillow is another great example. Although most of the information on the site is user-generated, they automatically create pages to match specific searches for cities and neighborhoods (e.g., houses for sale in Rochester, NY). That's why those pages rank. But you need to be very careful when using programmatic SEO. If you create programmatic pages that don't add value, Google won't index them - Google will classify them as 'Crawled, currently not indexed' or 'Discovered, currently not indexed.' And having tons of pages in this status can badly affect the authority of your entire site. Unfortunately, many websites still create 'junk' pages that never rank. For example: 1. Weather forecasts based on other companies' APIs. 2. Superficial daily financial forecasts that stay on the site forever, although the date has long gone. 3. Scraping products from Amazon and showing them on another site 4. And the list goes on... So, you must ensure every page on your site has value and continues to have value over time. Otherwise, it's spam, and you better remove it. Programmatic SEO can be very efficient if each page genuinely adds value. If it doesn't, you should avoid it. #programmaticseo #seo #automatedcontent