Spin Sucks - Owned media Flashcards
To consolidate understanding of the role of owned media within the PESO model
What is the key to a content hub
The key to a content hub is to create content that makes sense for both humans and spiders by focusing on priority keywords
How do we get started on building a content hub
To get started, we need to identify a main topic for our most competitive key phrase
What do we mean by a competitive key phrase?
A search term where we have a realistic chance of owning it
What would be the issue with using a term like ‘automotive’ or ‘public relations as your priority key word
This will be dominated by bigger players and virtually impossible to own
How do you find out what key word or phrase you should be targeting should be? (3 steps
What are the questions sales people asked in new business
- What questions are your customer service team asked?
- Do we have a customer FAQ sheet?
- Look at customer correspondence and identify recurring questions that require complex explanations
Why is it important to be aware of the kinds of questions your customers are asking?
Because it is likely that they and others like them will also be searching online
This provides us with opportunity to develop content that will help them when they need it
What is the main topic of a content map
A highlevel piece of content that solves the general aspects of a problem
What is the benefit of using a tool like Moz keyword planner
Shows search volume, related searches
Why should you use incognito mode when look at search engine ranking
Because otherwise rankings will be altered according to you and your preference. This gives us an impartial picture
Why is it often preferable to use a long-tail keyword such as a question as a target keyword?
Less competitive, more aligned to specific customer searches
What are some of the ways we work out related sub-topics
Cross-reference related topics for main search term with questions identified when identifying main topic
How do we know if something is a viable topic
Are competitors and media outlets writing about it? Are they within your range of domain authority?
What are the supporting base topics of the content tree?
The purpose of the supporting base topics is to provide answers to the sup-topic
What is domain authority?
A number assigned to the domain to say how authoritative it is
What is the typical DA range for a business
Between 20 and 40
