📝 From The Blogs
Have you heard of Brian Dean's "Skyscraper Technique"? Chances are, you have, because Brian is probably the most notable SEO figure in the industry. And guess what, he just released "Skyscraper 2.0" and this article is a case study of how and why it works. What's most interesting to me is how "Skyscraper 1.0" is about creating bigger and better content, gaining backlinks, and optimizing for sharing, and how "Skyscraper 2.0" is about creating extremely target content that satisfies user intent, and is optimized for user experience signals (like time on page, scroll, etc). This is an example of a larger shift in SEO away from hacks and techniques and towards truly better content and better reading experience.
Why does this stuff matter? Content marketing is becoming increasingly competitive, and especially with content aimed at satisfying a google search query, your content may become less and less effective. The premise of this article is simple: How many searches is Google answering right in the results, preventing anyone but the search giant themselves from benefiting? In the last two and a half years, mobile “no-click” (or “zero click”) searches have grown 11%. Desktop no-click searches have grown 9.5%.
This is a surprisingly well-written event summary. In particular, Kieran Flanagan's ideas on evaluating potential growth ideas, April Dunford's stress on positioning, and Fraser Stark and Ryan Bonnici's thoughts on reviews are valuable. Unfortunately, the full talks aren't available on this page but the summaries are still valuable.
This is single-handedly the best explanation of the library vs. publication approach to content marketing. Why are marketers still so caught up in the publication-style blogs of yester-decade? Here's a stunner for ya: "We took a look at a few very successful SaaS blogs and found that, on those sites, only about 17% of visitors were returning. That means that 83% of visitors were new." Case closed... don't treat your blog like a publication. Treat it like a library.