Is it worth investing in SEO in 2019 when it’s getting harder to rank for keywords? According to Kevin Indig, VP of SEO at G2, you need to forget about blogs and drive organic traffic with his secret SEO strategy, he dubbed “microsite 2.0”. Kevin has worked for companies such as eBay, Pinterest, Atlassian, and G2 acquire more than +100M users using SEO.
In this episode we talk about something Kevin dubs as “microsite 2.0” strategy that doubled the organic traffic from 4M to 8M at Atlassian. We also talk about a link building strategy that Kevin called “account-based link building.” Finally we talk about big shifts in SEO in 2020 and beyond.
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You can also tweet out some quotes from this episode:If a business gets a significant amount of traffic from Google, it needs to add Google to its list of competitors. – @kevin_indig Click To Tweet
What You’ll Learn in This Episode
- How Atlassian doubled their organic traffic using the “Microsite 2.0” strategy
- Kevin’s 5-step “problem-driven keyword research” for creating content that ranks in search engines
- Kevin’s link building strategy for 2019 called “account-based link building”
- Big shifts in SEO in 2020 and beyond
- What marketers should be doing with recent Google algorithm updates
My Takeaways from This Episode
- Focus on the problems of your customers. Kevin said that you have to think beyond Google. Search volume is a lagging indicator. It’s so easy to get caught up with keywords, monthly search volume, keyword difficulty, and other metrics. But, Kevin’s problem-driven approach to keyword research starts with deeply understanding your customers’ problems, pain points and obstacles.
- To win with SEO, you need to build a strong brand. Finding keywords to exploit is great. But going forward, we have to make sure that our site becomes a real destination. You really want to create a brand that stands out from the rest, with its own positioning and values.
- Build a “microsite 2.0”. That means having a landing page with several links to related articles that lead users down a user journey. Instead of trying to get users on your site, you want to keep her or him there by guiding them through the user journey and not give them a reason to go back to the search results, but to actually stick around.
Tweet Some Quotes from This EpisodeIf your business gets a significant amount of organic traffic, you have to add Google to your list of competitors,– @kevin_indig Click To Tweet There are two different types of user intent - immediate intent and greater intent. People use search queries to voice their immediate intent. But, you have to extract that deeper to figure out the greater intent. What is the problem… Click To Tweet If you don't match the user intent that Google has identified for a search, your site will not rank. It doesn't matter how good your content is or how good your backlinks are. – @kevin_indig Click To Tweet Just having longer content for SEO doesn't help. You want to have meaningful length, not just for the sake of length. It should be as short as possible by being as long as necessary. – @kevin_indig Click To Tweet There are two topics that work better for link building. The first one to have a strong opinion on something. People tend to agree or disagree and they tend to link to it more. The second one is statistics or original research. –… Click To Tweet If a business gets a significant amount of traffic from Google, it needs to add Google to its list of competitors. – @kevin_indig Click To Tweet
About Kevin Indig
How Kevin went from economics degree grad to VP of SEO at G2
Is SEO dead in 2019 if it’s getting harder to rank in search engines? Why should companies still invest resources in SEO?
Kevin’s 5-step process to keyword research for content marketing
Tools Kevin use when doing keyword research
10 factors that make content great for ranking in search engines
Why Kevin thinks that content writing by topic experts will rank higher than unestablished authors
What’s the ideal content length to rank for search engines (hint: it’s neither short-form or long-form content)
How Kevin’s strategy that he called “microsite 2.0” grew Atlassian organic traffic from 4M to 8 M monthly organic users.
How the “microsite 2.0” SEO strategy has a shorter path to conversion that traditional topic cluster strategy
How long was the root article vs shorter articles in this “microsite 2.0” pages
What’s the difference between microsite 2.0 and microsites
Kevin’s distribution strategy once content is published
Kevin’s strategy for getting backlinks he calls “account-based link building”
How can startups with no domain authority start getting an SEO growth engine going
Kevin’s SEO process at G2
Why Google is becoming more of a competitor to other websites. It’s showing answers and less traffic to another website
How Google is improving its understanding of rich media (video and audio)
Why companies need to start thinking about audio and video for ranking in search engines
How can companies get started with audio and video for SEO
Kevin’s thoughts on Google changing recently how their ads looking more and more like organic.
Should companies optimize for favicons now that they’re showing that for organic results?
With Google doing some things that are stating to seem unethical, is there anything marketers can do?
What are the big shifts in SEO that are coming in 2020 and beyond?
Should we as consumers be concerned about buying more Google-branded hardware products because of privacy concerns?
Where can people find Kevin online?
- Kevin’s twitter
- Kevin’s LinkedIn
- Kevin’s Tech Bound Newsletter
- 10 factors that make great content great (Kevin’s blog post)
- A better approach to keyword research for content marketing (Kevin’s blog post)
- How to Build a Content Marketing flywheel for SaaS startups (Kevin’s blog post)
- 8 prediction for growth in 2019 (Kevin’s blog post)
Music By The Passion HiFi www.thepassionhifi.com.