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A Content Strategy Case Study


Episode Overview:

Join host Ben as he speaks with Textbroker CEO Phillip Thune about the content strategy for a site he’s building. Together they discuss the strategies Ben should apply from a content perspective for his MarTech podcast website.

In a previous episode Searchmetrics’ SEO Strategist and Advisor Jordan Koene debated the value of building a website directory. Phillip Thune believes building directories are a highly valuable strategy for websites that update their content nearly every single day. Google must repeatedly crawl every piece of new content you post, which essentially trains its crawlers to become familiar with your content and increases your site’s ranking priority. 

As you determine how to balance head and belly keyword terms, keep in mind competition for long-tail keywords is low. Your content will rank best for tail terms, but you first need to implement pages that focus on either head or belly terms. The pages will add structure to your website and provide a quick start to follow up with long tail. When long tail traffic dips, you can still rely on your head and belly page content to re-engage traffic.

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