Wendy Covey
Hitting it big in search results isn't luck. There is a methodical process behind writing optimized content, and it starts with empathy.
Tom Gerencer, Author of Think Like Google, knows that the days of trying to "game" search algorithms is long behind us. Google is looking to surface the most relevant results, and to do so they study behavioral cues such as click throughs that don't return to a search and time on site.
During this episode Tom walks me through numerous tactics content marketing strategists and writers can use when planning to write and packaging content. They include 3rd party research tools such as SEMrush, Ahrefs and SEO Moz; studying target audience pain points, conducting a competitive analysis, packaging content for easier consumption with tools such as Canva, and using links to provide comprehensive coverage of a topic.
Tom also cautions against spending too much time during the SEO research phase of the writing process. It's easy to rathole, but 30 minutes can be enough to make informed decisions and keep moving.
Resources
- Book: Think Like Google
- App: Hemingway Editor
- Blog post: How to Build a Topic Cluster
- Tom on LinkedIn
Wendy Covey
Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
About TREW Marketing
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.