November 4

The Weekly Briefing: In a Sea of Content, Be the Fittest Fish

Account Manager Alexandra Messerli compared how being successful in SEO is like being successful with fitness…
Regardless of how you spin it, trying to describe the long-term benefits of SEO can be difficult to explain to clients. Waiting for indexing and re-indexing, algorithm updates, or even content promotion can all feel forever taking. A recent article from Search Engine Land presented one of the most direct, simple comparisons you can use when describing how SEO ROI works – and that comparison is with fitness.

Here are a few of our favorite “SEO is like fitness” comparisons:

  • Stamina and long-term plan. You must be committed, driven, and aware of the fact that you might hit a few plateaus on the way. Fit, healthy people are not that way because they had one great work out – they’ve just taken a great step towards achieving their goals. The same goes for SEO. One great re-index of newly optimized content is great, but that won’t keep you at the top of the SERPs forever.
  • Measuring progress is everything. You will always want to establish a baseline, because you can’t measure success if you can’t compare it with anything. Pick your KPIs early on, and use them to keep you on track.
  • There are no shortcuts. Unfortunately, you can’t wake up one morning and suddenly have 5% body fat – the same goes for waking up one morning and seeing that your site is ranking #1 for “best product ever.” That simply will not happen. Keyword stuffing and purchased links used to be pretty decent shortcuts, but those tactics will do more harm than good in the long run.
Source: A Merry Life
Source: A Merry Life

Copywriter Andrew Vanderiet showed the team how to add live inventory data to retailers’ search ads…
One element that has been popping up in more digital marketing strategies is the use of “big data.” Data-driven marketing and aggregating large, proprietary sets of information are going to be important factors in creating successful marketing strategies in the coming years, especially online. Google continues to provide more sophisticated tools for gathering such content. So it’s not a matter of having the data you need, it’s a matter of deciding how you are going to use it. Until recently, Ad customizers in the AdWords platform have been underutilized. Ad aficionado Jason Puckett created a great guide for AdWords managers to use this tool to create a sense of urgency in ad copy. This tactic isn’t necessarily worthwhile for some industries, but if you happen to be a retailer, it would definitely be beneficial for you to look into this creative use of data.

Senior Content Strategist Angela Sanders shared some tips on writing user-focused content more efficiently…
Another day, another million blog posts published. On WordPress alone, an average 56-million blog posts are published monthly.


Content is the focus of most digital marketing strategies these days, especially since Google confirmed it as a “top three rank factor.” While this information inspired a new generation of content creation, it also turned up the volume on white noise. So, how does one write content that stands out and proves beneficial to users in a timely manner? The Content Marketing Institute suggests creating a flexible framework that can be used for all long-form content. This framework includes but is not limited to:

  • Creating content outlines. Create a bullet point list of all of your thoughts and organize into distinct sections. BOOM. You are halfway there.
  • Developing a standard operating procedure (SOP). Your entire article workflow should have a planned format; decide how you’re going to outline, draft, edit, and spell check before publishing
  • Setting a specific amount of research time. This will help you avoid finding yourself in the deep dark vortex of talking about all the things. Don’t be afraid to consult your client or other topic experts to help you hone in on what’s really important.
  • Create actionable takeaways. Make sure you are providing the “why” for your readers. If you can effectively describe how this is important for the individual reader, he or she will find value in that.