We define category keywords as search terms that indicate a searcher is actively looking for products or services in a specific category. For example “best accounting software” or “content marketing agencies”. Category keywords make up one of the three main buckets that we think of for high buying-intent, or “bottom of the funnel”, keywords. The ..read more

Clients often ask how many keywords to target with a single page because:  The conclusion we’ve come to (based on 7+ years of helping clients rank on the first page for high converting keywords) is that you should only target one keyword per page and not worry about the exact number of times you’re using ..read more

This post is a comprehensive, data driven analysis answering how long it takes for content marketing to work using real results from a variety of clients ..read more

Learn the best channels to use for a bottom of the funnel marketing strategy, how we use them, and how to measure their success ..read more

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Test-form ..read more

SERP (search engine results page) analysis refers to analyzing the top results on Google (typically the first page) for a given search query to figure out what it will take to rank for that keyword.  From what we’ve noticed, most marketers’ process for SERP analysis looks something like this:  Determine high level intent (i.e., is it commercial, informational, transactional, or navigational)  Determine how difficult it will be to rank (e.g., use a tool to check keyword difficulty, consider the domain authority of the top ranking content) Find gaps in the existing content (e.g ..read more

For the last 6 years, we’ve been using disruption stories as a way to drive conversions from readers that are not actively searching for a solution. What is a disruption story? A disruption story is a story that aims to capture the reason why your business, product, or service exists. Almost every founder starts a business because they were trying to solve an existing problem that they faced, and they came up with a better solution to solve it. Disruption stories share that problem/solution combination to help grab the attention of people who face similar challenges and can be convinced that y ..read more

In our experience, many people talk about “long-tail keywords,” but most companies don’t utilize their full benefits. Specifically, a good long-tail keyword strategy should include two things:  Targeting keywords that are easy to rank for because they have low search volume and therefore low competition, i.e., low keyword difficulty (KD). Targeting more specific keywords because they tend to convert better. But from what we’ve seen, most marketers seem to limit the benefits of long-tail keywords to the first item above: that you can rank more easily for them and therefor ..read more

The internet is full of slightly different variations of the same advice for how to increase organic leads — identify your target audience, choose high volume keywords, include video, etc.  These are all fine tactics, but we’ve found that all of this advice is based on a fundamental strategic flaw: it’s focused on increasing traffic, with the assumption that more organic traffic equals more organic leads.  But in our experience over the past 6+ years of helping dozens of companies increase organic leads (with data we share below), we’ve found that the number one way to increase organ ..read more