Josh Spilker

Here’s a 6-step plan for improving your organic traffic & conversions:

  • Identify the top 4 or 5 most important product features
  • Think about how those answer a particular customer problem
  • Build content around one feature, starting with the middle funnel (think templates, list or how-to content)
  • Create top funnel content to interlink with the middle funnel
  • Create bottom-funnel content to capture those ready to buy
  • Link the middle funnel content to the bottom demand capture pages
  • Repeat for each feature

Remember: It’s harder than it looks.

Questions? Add it below and I’ll do my best!

More here → growthcontent.gumroad.com/l/Kfnjy

#seo #contentmarketing #content

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We work in 2-week cycles at Range.

One of the things I’ve enjoyed is our “Cycle Recaps” where we add our project highs and lows, to a whiteboard.

Here are a few from the marketing team over the past few weeks:

Highs: New feature launch in meetings that included new emails & sequences + new blog posts hitting page 1

Lows: Wrong text on a Product Hunt ad

Take time to celebrate the wins & fails

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SEO is still the best at demand capture.

You literally have dozens of tools giving you a ballpark number of who is searching for what.

Audience mapping for demand awareness isn’t as precise (especially since Facebook took a dive).

But…

• There is more competition for #SEO.

• And it takes longer.

Then the gains compound.

Long-term > Short-term.

Read this post and more on my Typeshare Social Blog

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If someone is only sharing their impressions from Google and search console, that is literally only half the story, maybe only 1/4

Here’s why:

First:
⭐️ At Friday.app, I had a huge amount of impressions because of that very particular word that receives millions of impressions every month.

At Range.co, same thing (think appliances).

People searching for that usually don’t have much intent.

Impressions ≠ traffic

Second:

⭐️ You get impressions even when you rank at the bottom of page 1. We know most of the clicks go somewhere else.

What should you focus on? 🧐

  1. Conversion rates once they’re on your site.
  2. Click through rates from those impressions (that leads to traffic)

#seo #contentmarketing

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My content marketing metrics have changed depending on the company I’ve worked for.

ClickUp & Toptal: Brand searches and impressions were hugely important. Because they were unique, an increase in impressions actually mattered. We knew people were looking for us.

Friday & Range: Not the same. Friday is obviously a popular day of the week (lol), a funny song from the 00s, a famous movie, and a fading American restaurant. Impressions did not matter.

Kinda the same with Range. It’s everything from artillery to ovens.

I have to sort and filter out a lot of “brand” searches to find the signal.

Adapt to the situation.

Context matters.

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Truth: I don’t always know what blog posts will be a hit with Google. 🤷

But:

I had 2 posts land on page 1 within days of publishing.

They’re not the sexiest keywords with huge volume.

However, they’re meant for our ICP and guess what?

There are tons of results behind us.

That tells me 2 things:

✅ Google thinks we’re on the right track

✅ Google wants our content to rank.

Keep going.

#seo #contentmarketing

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Josh Spilker

Josh Spilker

Writer, Marketer, & Content Strategist for startups. Never miss an article: https://joshspilker.medium.com/subscribe