27th December 2014
26 Posts
625 Comments

Content-Based Retargeting Strategy

Although I hate the phrase “content marketing”, I want talk about leveraging content to drive business metrics beyond top of funnel traffic. In my presentation in Boston earlier this year, I talked about how to think about users, not traffic, when approaching a link building campaign.

You should be doing the same with your content.

By tackling metrics like COCA, ARPU and LTV, SEO can be used to monetize demand in a way that pure traffic chasing can’t.

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Impact of Keyword Cannibalization: Beyond The SEO

Keyword Cannibalization. Duplicate Content. Crawl Priority. All of these are inherently SEO jargon, which can downplay the significance of such problems to boards, exec teams, or senior management. These problems sometimes exist due to information architecture problems or issues with the CMS. However, keyword cannibalization can be the result of a much larger, strategic problem for a company. A problem that can significantly minimize realized revenue. Let’s step out of SEO for a moment and look at some economic aspects of such a problem.

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How to Visualize Open Site Explorer Data in Gephi

Graph theory is fundamental to most of the work done in SEO and social media. Everything from PageRank, EdgeRank, spam analysis, clustering, and implicit / explicit social graphs are all built on graph theory. Although successful SEO can be executed without ever knowing the difference between a node and an edge, a basic understanding of graph theory can help an SEO make the intellectual leap to better understand how search engines can view and analyze data.

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Entity Search Results

Entities. They’re nothing new in SEO, but over the last year, I’ve been ruminating on how moving into entities should fundamentally be changing the way most of us are still thinking about SEO.

To start, let’s first step back and look at the history of the algorithms.

Moving from Pages to Entities

In the early years of the post-Google era, the link graph was focused on page to page hyperlink citations, which lead to work in PageRank, TrustRank, HITS, SpamRank, anchor text, etc. Over time, this continued to domain level analysis, where pages were clumped together and the processes were applied on the domain level. I think this was the first step into entity specific search (with domains being the simplest entity to understand).

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18 Tools to Speed Up Link Building

Link building is full of time consuming, repetitive tasks. I’ve written once before about humanistic scaling, which works great as a strategic approach to link building, but ultimately, there will always be a degree of heavy lifting that requires someone to sit down and work through a bunch of repetitive tasks. This includes tasks like advanced searches, prospecting, contact detail discovery, following up with content writers, sending emails, reminding yourself to follow up, and copying information from tool to tool or source to tool with no streamlined workflow.

I’d like to share some useful tools that can help you scale these tasks (some of them I use all the time, others I’ve poke around with at times, and others are just cool and useful when needed).

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Implementing SEO in a Development Environment

SEO is an interesting problem to solve in regards to product development and engineering. More so than other online marketing channels, SEO is heavily dependent on having access to the engineering queue. Without getting SEO tasks in the engineering queue, a lot of SEO becomes dead in the water. The inability to get into this queue is one reason SEO fails at many organizations.

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