5 Tips To Improve Your Content Strategy, Sponsored by SE Ranking Ep. 544

and welcome to the seo podcast unknown secrets of internet marketing my name is chris burris one of the owners of ewr digital and my name is matt bertram the lead strategist at ewr digital lead digital strategist welcome back to another fun-filled edition of our podcast um our numbering may be off we're going to call this podcast number 546 ish yeah 46 ish uh and we're going to be excited to jump into five tips to improve your enterprise content strategy uh we're going to get to that in just a point it is by uh christy heinz so patiff to her before we do that we have a message from our sponsor our sponsor is se ranking and they want you to go check out well after we'll give you the link here shortly so hold on to your pants um and there's a special deal there but before that we're going to kind of talk about what you need to do once you get into that account you're going to want to go check out their serp analyzer serp is of course search engine result page this is where you can actually compare all 10 of the the pages that are on the first result page right all 10 of them and you can compare them on a number of factors so if you're in that top 10 you can say hey here's where i'm different from the rest if you're not in that top 10 you can say here's what can what is consistent about those that i need to improve in my own site and those things that you can look at are going to be things like content and the keyword density uh the page experience which is of course going to be you know how fast is the page is there any shifting happening uh happening on the page uh the backlinks and domain age obviously backlinks you know the origin of the google algorithm key for your search engine for getting on to the first serp right um internal and external

linking what does that look like for those top 10 positions and ultimately learning what pages occupy the top positions on the serp that's pretty easy to do but this breaks it down into a report with details about each of those pages analyzing pages various seo metrics in depth to find valuable insights for you and the page you're working on understanding common patterns and identifying the main ranking factors uh for certain serp and then finding out what kind of content top players offer what structure their pages have and how well they are optimized before you go matt because i know you have lots to say because you've been using this tool like quite a bit i think it's interesting that they in their in their text they say the main ranking factors for a certain serp because only the first page matters right like they're because all of the pages are the serp results right page one page two page three they're just saying the only serp that matters the only search engine result page that matters is page one and and they're absolutely correct so i like i i co-sign that i you've i'm sure you've got something to add here uh well you know a lot of times say people say the first page on google is the only thing that matters but it's really the first position that matters or the top three positions even from position three to position one is a 200 increase in traffic right so a lot of times three to one yeah just from three to one from position three to one 200 wow yeah so so a lot of times people think your work's done when you get to the first page and that's really when it's beginning and that's when the competition is getting tough i hear a lot of seos talk about well you know we're hanging out on the top of the second page or we're we've got you to the um you know second or third page that the reason i guess people

get frustrated with seo is because well no one goes to the second or third page so that's great that the needles move but you need to be not just on the first page but in the top positions to see that success but and that's why seo takes so long because it's wherever you are either not ranked or ranked number of pages back to get to that first page and then move up and get in those top incumbent positions and that's where you're going to get the real traffic and see the real value and then over time you're going to see the the 10x the 30x roi that seo does produce and this tool gives you like the background information the reverse engineering you need uh to be able to do that so we did squeeze them uh they made an offer specifically for you our audience typically you can get a 14-day trial just go to their home page you don't even need us for that yeah oh look at that right there one month you go to the se rankings and then best dash seo dash pockets dot html not not the best you know it's it's still pretty cool because they made a page for us with uh our podcast cover on it and then our exclusive officer right there and boom look at that like just put in your information it activates your code and you get it for a full month so really awesome and so thank you to se ranking uh matt gave a link you can also use best seopodcast.com forward slash se ranking yes go check that out uh the last time we aired a podcast we actually had a couple people join us and a couple people said some things that we think are worth sharing actually it's on it on linkedin uh john santi who's like where's the laugh button we appreciate that we try to have a little bit of humor uh in our informative podcast we like to be infotainment um and so thank

you john and then ron gullery it was like just started a renewable energy consultancy i truly believe you guys you guys's suggestions are going to help me out a lot uh thanks roy patiff to both roy and john uh for for reaching out to us and if you're you know watching us live here go ahead and comment we'll we'll see that um are we live on on yeah we're live on my uh linkedin page right now so there's there's a lot of stuff that we're working on um certainly encourage you to go uh check out some of our shorts we've been chopping up a bunch of our videos and uh syndicating those out and we've been having a good time with it there's a lot of people that are liking and sharing uh our stuff and engaging we certainly want to help uh people out we're giving away all the great information for free uh if you watch this podcast i have no doubt that you'll have learned a lot a lot about visual marketing uh probably more than a lot of people um yeah dean link just said you're definitely live on linkedin so that's cool so that's awesome yeah and yeah so go ahead and make sure you follow us on youtube instagram tiktok we'll give those links out at the end of the show i say unless without further ado we just jump into this article by christy hines yeah let's do it five tips to improve your enterprise content strategy for digital marketing strategy you'll need to consider how you approach email marketing paid search social media posts and reputation management just to name a few and there's one thing that she says takes precedent over everything else and that's content and i actually disagree a little bit that content takes precedent other than in this context content is actually necessary for all those things you are not sending out emails without content you don't have paid search without one the content in the ad and two the content on the

landing page you don't have social media posts that are actually doing anything of value without the content going into the post and without again the landing page the content on the landing page and then reputation management is of course about the content that's out there but it could be bad content i mean there's there's good content and there's certainly bad content and bad content can actually do damage uh to your brand online and what you're trying to do so um having i guess a holistic approach like content is the core driver anytime there's a google update the number one thing you look for first look at your content and one of the things that google's starting do like crazy we had a client come to us uh on board of like six clients last week so um you know doing a little bit of sales right there but but uh but yeah one of one of the clients they had like 80 posts okay 80 posts awesome tons of content google unindexed out of those 80 76 of those posts wow that those buzzes are not helpful and not useful and of course if you don't show up in the serps then uh you're not getting any you're you're not getting any uh help with the link equity uh and link distribution uh from that standpoint so having quality content uh especially with all these algorithm changes over the last 10 months um content is is super important now there's it's certainly a moving target and there's some shifts that i'm starting to hear and some of the private groups that i'm in and that sort of thing but um but man content is king so well and she goes on to say like regularly posted and good quality content insightful content is a proven way to improve brand awareness and build trust you need high quality content that serves a purpose and to do that you really do need a strategy a content strategy you can think of it as your marketing battle plan

how are we going to battle uh against the other people who are you know doing digital marketing and like any good plan it needs to be detailed and comprehensive down to what type of content you'll be posting when and where you'll be posting it and who is responsible for each element i love the phrase she didn't use it i'm adding this um a failure a failure to plan is a plan to fail uh so make sure you're making that plan and we're going to jump into five things uh to take your content who's that quote by there chris uh i don't remember uh a failure to plan is a plan i mean that's a i mean we we can make a little meme of that i bet it's probably uh general general use but i'm sure someone said that important because oh yeah no i mean that that could be you know first name that pops to mind is like patent general patent um and it could have been any of um of the kind of self-help gurus john help us out you're falling help us out look that up and and and add that uh that quote with the right with the right author so we can give credit to to that that fantastic quote john or dean who are out there checking us out thanks for tuning in all right so let's jump into these five tips to improve your enterprise content strategy uh number one is think like a publisher and this may not be obvious but you'll you know your brand inside and out not just your brand your your products inside out and that is a good thing you want to know your product and brand inside out it can be easy though to take certain knowledge for granted and this taking certain knowledge for granted can certainly lead uh to frustration for your audience right because you're you may be jumping over things that are obvious to you because you're knee deep in the brand knee deep in the

products uh but you're skipping over information that helps people to take them along a journey the simplest way to eliminate this is to think like a publisher i i might you've lost me but john did tell me it was ben franklin so uh awesome so you're quoting some really you know on the shoulders of giants chris old dude shoulders of giants all right sorry so you were talking about thinking like a publisher yeah you know what's funny is i don't think a lot of people understand the publishing business or even understand what a publisher does so i'm glad that you talked about that because um you know there's a lot of ins and outs and publishing has changed a lot but you know it said build your team status roles and responsibilities go to work vote gather feedback all sounds like good project management to me um certainly and i think any role uh today and especially with content you you do have to have a plan uh to get that information out there to get it syndicated out there uh you have to have roles and responsibilities something that i would also uh like to uh shout out to is uh eos worldwide um eos traction uh we're gonna we're gonna be uh getting started with that next quarter and there's a a lot of great um project management information in there and uh i would encourage you if if you're looking to scale your business uh to to look at programs like that uh i've gotten nothing but good feedback and i'm in a organization with one of the founders um and uh we started talking about it and uh had already familiar with his partner's book and some of my team were actually reading i said well why don't we go ahead and do this thing so we're going to be starting starting that um but but understanding project management and those roles and responsibilities and communication channels and the workflow are so important uh we also just brought on three new

people uh on our team on monday so all these things are critically important because someone comes in and they need to know what their roles are what they're doing who they need to talk to and and certainly uh from a leadership standpoint we want to get feedback so uh act like a publisher i like it yeah well and and you think about this you may not be intuitively obvious from the beginning but from the beginning but if you're in the content marketing game you are a publisher you're a you're the publisher of that content and she's saying there are people out there who publish things on a regular basis and they have a process and they understand how to do this let's let's learn from them and she covers six and you mentioned them briefly but let's kind of dig into these um so build your content team your team could include marketers product team members pr specialists customer support reps and it and i would suggest it includes all of them like those are all key roles that need to be included in this content strategy maybe not in every aspect of the meeting but at least bring them in when they're necessary for the right pieces of this content um establish roles and responsibilities so as people are coming on to the team and participating what are they going to do outline those roles and make sure that people are aware of what their responsibilities are build workflows so here's where you want to write out exactly how your process works to ensure everything goes through the correct channels for approval this may include looping in brand specialists executives and the legal team which actually actually didn't mention up and build your content team include the legal team for sure and the more kind of legally on the edge if you will your product may be then you want to make sure you include them even more regularly you know that i i understand what you're saying uh chris on that and certainly

it depends on the content of the topic but like i would think that the lawyers just don't want you to open your doors every day right like the lawyers are gonna put a kink in whatever you're doing like they're always the answer every time i talk to our lord no no you should not do that yeah no and and you and i've had conversations about attorneys and where like you get a good attorney who's like listen in general like if you don't open your doors you can never get sued and if you do this you'll get sued immediately so let's figure out where the business case is between those those are attorneys that you want to work with on a on a regular basis so yeah yeah you know you attorneys are legal podcast on lawyers yeah attorneys are legal experts and you're supposed to take expert advice and process it into your business model um you do legal marketing just like just i'm gonna just what is it called it's a shameless plug yeah we do legal marketing out there to everybody no well first off all of our marketing is legal and then we also market for attorneys legal marketing um all right next gather feedback too many businesses neglect social listening and i and i would argue that the bigger the more enterprise scale the business is the more likely you know the people who are in charge of making marketing decisions are less in contact with the customers and how they're uh really doing the social listening you should be actively taking part in the conversation customers are having about your brand and those conversations should be brought up to really the the the content team and in in this content strategy uh unify your digital efforts uh general marketing and paid media should work to mutually reinforce one another um we've walked a number of enterprise level customers through this process where they when they came to us they're really just doing general and i'll call that more traditional marketing

um and blending it in not with necessarily with paid with the full digital marketing full array of digital marketing um uh methodologies uh has been really insightful for them uh and profit frankly very profitable so chris couple things there so just to to talk about uh unifying your marketing a lot of times clients will go out there and they'll run a tv ad or they'll run um a radio ad and they won't build a support structure to kind of catch that rain if you will yeah and i have well last year uh one one client ran a tv ad one client ran a radio not through us and got like zero roi from it and how do you spend 20 or 30 000 to get zero roi painfully painfully yeah you think that you got to get something at least um one campaign was run a radio ad russia to target investors in the u.s but they had no landing page they had no reference this they had no connection uh to it but they didn't see any improvement in what they were currently doing and so there was a whole kind of um again rain catching uh mechanism that we needed to build out for them and if we would have known that they were doing that we could have helped right uh another client came to us and said hey you know digital right and digital is usually the shiny object for the big fortune 500 companies uh but but this company had been doing digital for a long time with us they're about an eight-year client or something like that and they're like we want to run tv ads they just wanted to it was where everything was doing is working they had good money and they had money to burn a hole in their pocket so they're like we're gonna do a tv ad right and and there's a couple big uh voices uh in the community in the houston area that do really well on tv they ran tv ad

and nothing right and they they came back just like oh that was a mistake um you know what if we gave you that money what could you do what could have what could have happened had we given you that money yeah you don't want to know and really you know really taking tv moving it to ott and ctv taking radio or terrestrial radio movie to streaming um uh taking print and moving it to different news sites there's a digital alternative or medium to everything because people don't change but maybe how they are uh consuming this content that you're creating uh might change or may change or does change and so so doing that and then really quickly just even going back to uh gathering feedback the listening tools on the enterprise level chris um um when when when i was asked to be the fractional cmo for the podcast network for the oil and gas podcast network global uh oil and gas global uh network uh the only vendors that seem to be reaching out to me in mass are almost all listening tools almost everybody that's uh offering to help us is listening tools so certainly on the enterprise level there's a lot of data and taking that metadata and putting it in a format that is useful that you can use in different ways uh is certainly advantageous and uh i would just say listening tools i think depending on where you're you're at and the type of companies you're working with are not as important because sometimes you you don't have enough time to understand or listen to what other people are doing you're just like trying to keep the boat float right and so so again i think uh in the life cycle all these things have its place just like seo has its place because it's it's a it's a tool in the tool belt and it needs to be used in the right uh place uh which i believe is your core strategy but i digress all right let's

keep going sorry i know i'm getting along here so one of like the last concepts behind thinking like a publisher is invest in the right cms technology that of course stands for content management system um you want to put that technology to work for you platforms like wordpress shopify and squarespace can greatly simplify your workflow with the right cms you can manage your content across channels without needing to write a single line of code that's very appealing because it turns out that people who are good at creating content aren't necessarily good at writing code very two different mindsets they don't really intersect very often all right so number two uh and this is five tips to improve your enterprise content strategy number two is make sure everything fits into your sales funnel um i would almost replace fits uh to with focuses on your sales funnel leaky funnels leaky funnels don't have a leaky funnel conversions are the name of the game and she makes the point that uh that those conversions are usually sales but they may be clicks they may be newsletter signups they may be i don't know uh strategy session uh scheduling that would be one of our conversions on our site and and so but they are name of the game and content marketing is about telling a story it needs to have an emotional hook that helps change a target's actions thoughts or feelings about your brand uh all your online and offline marketing needs to align with your brand's narrative and correspond to a step in your sales funnel that means that all your content not some of it all of it needs to work together to move your targets further along the sales journey and a successfully accomplishing this means having a rock solid strategy before you get started without that strategy you're just going to be throwing people around the funnel near the funnel maybe in the funnel maybe in the wrong section of the funnel so they're not ready to convert and you're doing a

full-on sales page like you've got to have a good strategy for where you're sending people you're doing a great job chris then i shall move on number three uh on how to improve your enterprise content strategy refine and document your editorial process and as i was reading this i thought of a book i'll talk about that in a second it's important that every piece of content goes through the same exact editorial process the first step in this is evaluating your process is everything being looked at by multiple sets of eyes for mistakes matt you have a phrase for that what what is that phrase three eyes before it flies three eyes before it flies uh i'm gonna just do the math here and actually say it's six eyes before because there's each person that's well yeah yeah yeah if we're getting if they're enough fair enough you get you get the idea it's not as good as your benjamin franklin quotes i know sometimes it's difficult for writers despite their own mistakes i mean that's that's the reality and sometimes you know maybe one uh even an editor is focused on okay they wrote it i trust that they wrote the right stuff i'm going in here and i'm i'm doing the editing and making sure that it's you know proper english and proper proper format and right tone and everything and then that third person is going like why did we write an article about that like that's not that's not what we could have like that article isn't relevant although if you have a good strategy in place then that article would have been written for the right thing um this made me think of of the e-myth right and if you haven't read the e-myth i couldn't couldn't recommend it more i don't care uh if what aspect of marketing you're in um the e-myth is is a is actually an amazing book e stands for entrepreneurial myth and it goes through the process of like hey i'm a technician that's the

terminology they use in the book technician could be um thank you both by the way uh if you read the comments true um so uh the technician could be the donut maker or the auto mechanic or the coder and there are the technician and you see an opportunity to deliver value to more people you see potentially an opportunity to make some more money because you own the business and now all of a sudden you're a coder who has to do payroll and everything else and and those are not skill sets that you're probably adapt at adept at from the beginning and then you have to adapt to them uh and this book is a phenomenal walk through that and really does talk about having the right processes and procedures in place uh to make sure that your business delivers value uh consistently and that's actually what you want from your content marketing strategy well you know i'm going through that right now right so uh we're we're scaling uh business quite quickly and there's a lot of skill sets that are different from digital strategy or seo that go into that and uh a lot of these things ring true i think there's a lot of uh learnings and takeaways in this area certainly even with uh funnels which i know you talked about previously i i feel like if i even open the door on some of these things we're gonna go over by 30 minutes per section we weren't getting we weren't moving along very quickly and two and a half hours but uh you know this there's a lot of uh things hopefully as we continue to hire more people that we'll be able to do uh but but scaling a business uh and running a content department does take different skill sets days take different people and a lot of what this is talking about is really having a good business having a good process because good content certainly does happen by accident but it doesn't happen consistently by accident and

and the people that are um like we just had by the way chris i don't know i was looking at analytics our youtube page which we've been working on the shorts has grown uh since this month so far by 7 500 views awesome yeah so um but that again that's more than three eyes three eyes that's 75 that's 1500 it was really blinks you know um but but that didn't like it doesn't just happen right we produce grace content all the time i believe and you have to put together a strategy to get that content out there uh to get the youtube algorithm to understand what it is um there's even there's a lot more to do but really uh just kind of touching the surface on doing some of the best practices doing some of the right things and making it a goal and an effort to focus on will move the needle and makes a difference and as an seo person that just getting that instant gratification of making some changes and seeing the result of it is it's fuel to the fire so i would just really encourage you to establish a good plan work that process and let google help you do the rest um and youtube is google so i'm still saying the same thing yeah yeah and and to kind of continue right this this goes back to um e-myth principles refine your process and then document with detailed step-by-step instructions be sure to always keep your brand in mind that includes like fonts and images and the tone your audience has come to expect from you make sure every content creator is familiar with these things one positioning your brand narrative should include the pillars your contest built on to your values your issues what issues are important to your brand and these can be actually political or geopolitical you know they mentioned civil rights issues maybe those are important to your brand and you want those expressed maybe not overtly but you know as an undertone um

ecology could be one of the issues that's important to your brand uh perception what does the media say about your brand and what ecology is one of the issues well yeah i think as an example if you're an ecologically focused well look at tom's i think it's tom's shoes right yeah no no no yeah i just i i uh i was half listening i apologize i was like and yeah no i i think um yes it that is absolutely true yeah um and and you know there's lots of ways to kind of really fold this into the message your carbon footprint going forward you will be taxed on your carbon footprint inside the company 21 you will be taxed aggressively breathe until you're happy the methane into the world did you hear this chris they're building a big bubble to block the sun or something like that they're building basically a big bubble in space the size of africa or something like that or australia to block the sun isn't that an interesting idea that's not that big see i'm telling you i we could we could take this podcast so many different ways uh no i'm invested in a crypto startup that um that basically measures carbon credits um and and basically uh carbon offsets and uh standard pours so i i think ecology is absolutely important yeah absolutely uh other things that everybody on the team needs to be aware of your audience interests like where are your customers talking about where are they talking about things where and how are they interacting with your brand and also historical performance right so what kinds of content uh have traditionally worked for you and what has definitely not worked for you worked for you uh search behavior what are your targets searching for what phrases are they using and then finally customer support what are the recurring support issues that you keep hearing from your customers once you identified your brand narrative it will be a lot easier to craft an effective content strategy

and and help to change your customers or potential customers behavior uh so yeah absolutely key uh to make sure that you've refined and documented your editorial process next is to review refresh and replace that may sound like uh just editing like having an editing process but it is a lot more valuable than that um you can create the type of content that will have a long shelf life and you'll be able to generate traffic clicks and interaction for months or even years that's the kind of stuff you want to do that's called evergreen content other people pieces i love this this description other pieces will burn brightly for a short period of time and then just disappear news google news get google news um approved and and hit that news cycle and uh you know pump out those press releases the news cycles about every 28 days so once a month you should be doing a press release yep to stay in that is a pro tip pro tip we need like a sound pro tip well hey this is the punch in the face podcast we wanted to bring it bring it back on tick tock to go all the way back old school we we tried to get a little bit more pc right like patiff what it stands for punch in the face punch in the face we're proud of it punch in the face marking like in your face like here's what you need to do to move the needle trade secrets and john is saying we're giving away trade secrets and that that's exactly that's that is that is all this podcast is is literally giving away intellectual property just spewing it everywhere all over the place all over all the podcast channels just it's dripping identify what needs to be removed maybe that last comment uh what should be replaced and what needs just a minor refresh um review your existing content go through your existing traffic analyze your compound competition and check out industry resources what types of

topics keep popping up again and again regardless of how long ago they were published so that's where you want to use the tools in google to allow you to look at what were the relevant search terms related to a particular search term you're targeting and how much volume was there and if that's a a question that's been asked for the ages you know what is the meaning of life then that could be really solid evergreen content well chris one of the things that i really am seeing that's ranking quite well is people that keep updating uh content like the the top you know top things to do in 2022 which was actually an article that was you know in the slug it's not 2021 or 2022 it was just general and then what what you can see is they keep updating it with like a new paragraph and every time it's being updated with the new paragraph it gets re-indexed by google google sends it to the top again and basically because it keeps getting sent to the top again links are being generated uh it's high quality content you can see it keeps building on it so it continues to stay relevant google ranks that kind of stuff really well um i've seen a couple uh blogs that have done that and it was actually a strategy that i'm working on for some of our ewr brands and uh we'll probably roll out to some of our clients in the near future a lot has gone into content and how to repurpose content how to refresh content um old blogs if they're not getting traffic on your site maybe combine them with another blog and then repost it change the title really look to optimize for the titles and meta description people don't do that they just put it out there and then they do all the work to republish something if you create a good piece of content take a little bit of time to retweak it to see if you can get

some traffic to it or connect it to other things there's probably just how it's positioned is where it's not getting the the shine you're talking about shine earlier that that it needs to get or or you believe should get don't just go build another piece of content right don't just throw it away i know we live in a disposable world but i think yeah um taking that piece of content and if you think it's valuable try to rework it and uh resend it to google re-index it with google typically on youtube for example there's an audition period which is like the first seven days of the content of how well it performs uh there's the same thing on all the other platforms it's a little bit different and google uh has a um audition period basically to see how this content does to give it a little bit of visibility and see how much engagement there is and uh we saw that uh i think my first post that we did on tick tock uh got over 10 000 views and it's only been downhill from there still figuring out the tick tock yeah all right so that's that's evergreen content and matt's exactly right keep retweaking it or combining it with other uh with other content if it's not doing that well and then the suggestion that christie has is either completely avoid news trends or technology or create it and understand that that's going to be the thing that has the shorter life that's going to think that that burns brightly for a short period of time and then yeah and then once you have a good piece of evergreen content posted keep promoting it right keep pushing it out to your into your social media channels and potentially pay some paid money going to that that particular post if it's doing well and if it's evergreen um you don't just forget about it and say hey it's got great search traffic there's other places that it can provide value to your customers

and your potential customers yeah well john on linkedin is asking uh where can one find how google's rewarding and penalizing sites content etc chris i'll turn that over to you well so one one thing that you can do is look at now you're looking rewarding and penalizing and i think google would specifically say that it doesn't reward or penalize websites in general unless it's an actual manual penalty and then you can find out about that um it used to be webmaster tools it's a search search search console i think it's search console now um so you want to get registered for search console well yeah search console yeah you need to we we've actually had some enterprise accounts not having that set up so the difference between search console and analytics which i don't know if that's exactly uh answers question but search console is all the traffic that comes to your url and then analytics is actually once the pixel fires and what they do on your site so um you can get where that traffic is but but i would say using the different listening tools like se ranking for yeah yeah to see how um you're doing in the rankings to understand if google's liking what you're doing or not liking and really google's looking at what users are liking and not liking and how they're interacting with your site and how they're searching and how they're clicking through your stuff and so these kind of tools will help provide that visibility that you're looking for to to expand it certainly there's um you know tips and tricks out there in addition to that but but looking at keyword ranking and keyword volume and research and difficulty like all these things that we keep talking about roll into that but i would just say use se ranking uh to see how your site's doing versus other sites as well as uh how you're doing against yourself to get to that top position in google and and search i just referenced search console

because if you do have a manual penalty it'll show yeah yeah you can go in there and check it and you can and resubmit and we've had it we've had a lot less uh clients have that recently i think google's kind of moved away from that they've used the algorithm to dampen or um promote different things based on what they're looking for as far as actions um but yeah search console uh if you do have a manual penalty and you can't figure out what's going on that's a really good place to search and like i talked about before that's how that's how where i was realizing that that client that had all those blogs wasn't getting indexed um there are some manual ways and boolean searches that you can do in google for some of that stuff uh but search console is really giving you the data straight from google it's like the direct feed of of what what's happening there and then i i would say also if i haven't talked about it before uh july 1st google stopped reporting data in google analytics and you need to go set up ga4 or hire somebody to help you do it or you're going to lose all your content right so really all your all your content they're just not going to be adding new content into it going forward so you want to roll that content over so you don't have a gap i guess and and what's going on um when you're saying content you really mean the data like the search the the yeah i gotta be better uh more precise with my words yes um i'm looking at uh and i'm i'm thinking content and we're talking about content but yes i'm i'm talking about uh other data yeah so all right so number five this is the last of the enterprise content strategies um your content strategy should include it's use your network your strategy should include more than just your own domain right we're talking about backlinks guest blogging

is a great way to increase brand awareness and generate backlinks if your guest post is on a site with that your audience already trusts it will automatically you lend you authority and credibility in their eyes that thing seems pretty obvious reach out to industry sites and influencers that your customers may follow or potential customers may follow or like to build a mutually beneficial relationship share not just your own content and blog posts but those from other people in your sphere if you're sharing content that your listeners and your your potential customers uh already respect you're associating yourself with that person and there's a a natural draw to you and and you know guilt by association or value by association because you're posting those content be sure to tag the publication the author and people mentioned in the article because then you can get follows and start building up relationships with them make sure you're including other relevant and link worthy sources in your own content again this opens the door for creating reciprocal links um yeah that's use your use your network so i can i can sum this up chris in one word bow tie bow tie bow tie yeah it's a bow tie strategy right so you want other people linking to you that are talking about and authority in the space that you are in and then you want to be linking out to them and cross sharing that stuff so basically uh all hands connected singing kumbaya of people in your industry the leaders in your industry you want to be associated with them you want them to be associated with you you want to be sharing good high quality content you want them sharing good quality content and then you know google knows a lot of those things as the machine learning gets better and better and uh you get you get pulled up uh all cream rises to the top or whatever that analogy is we're going on with all kinds of analogies today um but bow tie is

what i would say to that and um certainly uh utilizing your network uh expands beyond just google uh and google's looking at facebook and twitter and linkedin and indexing those they've made up with facebook now and that is even going to expand i believe into the metaverse et cetera um and really if you're a brand google loves brands we've talked about that a lot in past podcasts and if you're somebody that people are talking about uh and your your brand and people know i can trust you and share your stuff and come that's what google's looking for is it's trying to replicate what happens in the real life online so the more you can do that and make those connections that's why joining chambers or joining associations or you know posting on different social media sites and where you've been and what you're doing google's trying to mirror in the digital world what's going on in the real world and it's trying to us it's trying to assess and establish and share content to people that would typically be in person in your network so the more you can create that online and certainly on google as we're talking about uh moves forward and really what backlinks are more than anything else is a vote in your direction yeah uh i uh we we talked about content um or what i was seeing the changes as google as a moving target earlier in this what i'm actually seeing which is super interesting to me is a lot of this ai writing um and the future of seo and what's happening there and some of this ai writing as we saw in one of our previous podcasts go check out our um our special cabo edition um but but it's getting so good that really the core algorithm was based on links they've kind of turned that dial down uh recently but what i'm starting to hear uh in some of the private groups that i'm in is that is being turned back up they always

tend to go back to backlinks at some point or another because that is that vote so certainly when also what i would even tell you is on social media uh facebook will kind of penalize you if you like a bunch of people's stuff too quickly they actually want you to look at content and consume it and like maybe every third light at third post and uh you know they want you to spend on average like i remember it was like seven minutes or something like that for three likes or like because what they're trying to do is get you to stay on that platform longer and truly consume that content and and it it weighs that kind of stuff differently this gets a little more technical but that's how the algorithm works a lot of interesting stuff on buyer behavior uh certainly silicon dollars figured that out but use your network uh your network i think the last thing i'll say is someone said if you have a network of a thousand raving fans um that's all you need yeah that's all you need all right well let's wrap this up good content starts with a good strategy developing a good content strategy does require a bit of work generally speaking the more work you put in up front the easier it will be when it's time to create and implement that content make sure your strategy is built around unique content that you can leverage cross platforms to promote your social media presence improve seo ranking and build relationships uh punch in the face to christy like that's a really good article on five tips to improve your enterprise content strategy uh pretty pretty awesome yeah no let's let's just wrap up with uh talking about our sponsor uh se ranking i know i didn't uh say a lot early on uh but i have in past podcasts this tool um i i really had to when i started using it chris i had to force myself to use it because the other tools

i'm just more comfortable with the layout and what's going on but once i really did that which again it probably takes more than 14 days to do that it became a habit and now it is my go-to first tool and uh we've onboarded about we have i think we have about seven seos on our team now so full-time seos we've got about seven of them i think maybe eight i can't remember uh maybe that's contract but what i would tell you is uh i am encouraging uh and pushing for to have other people use this tool and the great data uh that they're sharing they're buying data from all the different google data centers you can get uh granular data um they're showing you traffic from other sites which is certainly helpful you can see paid you can see seo um our keyword rankings are updated daily i mean there's so many good things there's even additional pieces of this tool they're coming out with beta version so i know that some of the other platforms are what did i read somewhere there might be starting their own search engine or something like that i can't remember what they were doing but but but these guys are investing in this tool and and helping you get that edge to help you grow grow your business so if you're an seo out there i would encourage you to go check out our free offer uh best seo podcast forward slash se ranking i also did put the link uh in the in the in the not the the show notes but also actually in the chat and uh i encourage you to check it out um it's super affordable it's actually the most affordable so best value most affordable can't beat it right uh month free uh go check it out yeah and the way you go check it out is you go to best seopodcast.com forward slash se ranking uh again normally 14 day trial uh we we squeeze them and you can get a

by using that link because you're so mean everybody totally believes that you totally like held them down and oh yeah i don't know i've i've seen them in the face no i'm just yeah not picking the shins i've seen uh i've watched my son do a lot of jujitsu so i took my jujitsu now you stare you stared them down after the yeah yeah yeah no guys i would tell you i also want to really um acknowledge chris for being a great partner and a great mentor and uh chris is awesome to work with and work for uh and everybody as part of ewr is uh lucky uh to have such a great environment and uh he is the nicest most genuine guy uh and uh he is just being facetious um he is he is so he is so nice and uh we we also love uh se ranking they're a great great sponsor uh we've been working with them on a lot of different things and uh we're just we're just excited to be here and uh i think chris next week we're going to be live back in the studio uh for uh some live podcasts so i'm pretty excited about i think you're out uh next time we're next time we get together we'll actually be together in the same room uh we're excited about that we we recognize that that um has a dynamic that's uh that's a little better than a than a zoom call so uh excited to put that in place and and if you're getting any value out of this podcast we're going to ask you to just do a couple things uh if you're watching on youtube right now make sure that you subscribe and click that notification bell or you can just if you're not go to youtube.com forward slash best seo podcast and subscribe and click the notification bell check out some of our shorts that are over there yeah um you can go to our instagram.com forward slash the best seo podcast

on instagram you have to use the uh so instagram.com forward slash the best seo podcast uh that'll take you to our ig page and then on tiktok like max said some of those views uh some of those videos out there have 10 000 plus views uh it's pretty awesome they're really short snippets of of great tips and ideas uh to help your business succeed help your marketing succeed that's tiktok.com and then you have to do forward slash the at symbol uh best seo podcast so use that at symbol best seo podcast uh and and finally if you would like to grow your business with the largest simplest marketing tool on the planet punch in the face of the internet go to ewrdigital.com for increased revenue in your business once you are at ewrdigital.com you will see you cannot miss it's impossible to miss the click the free consultation button uh and just go through that process and schedule a time that is a cta for us click the free consultation schedule a time um that is what we're pursuing there you get a custom profit plan and we've got lots of testimonials about people who received value from going through that process so i don't know if you're interested in receiving value from people who are associated with the best seo podcast go and click that free consultation button anything else to wrap up yeah i mean i would i would make one uh addendum to what you said i don't know if that's the right word but yeah if you would like to get some consulting uh best seo podcast we do have one-on-one consulting that is a paid consulting session uh we've been doing a lot of those uh now if you are business uh ewrdigital.com going to the free consultation to get a discovery call uh there's a little bit more details it is a 20-minute call we do uh identify and highlight some of those high-level uh concerns that you could improve yourself or if you want to engage us for

further work we do have audits workshops consulting and retainer work and project work available uh we're uh we are open for business all right so uh anything if there's nothing else let's wrap this up uh my name is chris burris my name is matt bertram bye-bye for now