DigitalMarketer's 2020 SEO Strategy
Episode 238 of Perpetual Traffic
In this episode of Perpetual Traffic, Director of Marketing Amanda Powell explains DM's SEO strategy. Powell lays out their "content hub" strategy in the following way:
After conducting a yearly audit, they decided that content audits would be conducted in 2020. After doing so, they found URLs and articles that contained direct target keywords. DM then decided to update those pages or redirect them to other areas.
Once they labeled valuable URLs, the content hub strategy began. Because they had high-value posts labelled and sourced, they started to create categories. (At DigitalMarketer, they mapped out 7 pillars of topics/certifications that were specific to their company.) As posts became categorized, they were able to create a hub of categorized content. This is valuable because you can link all the posts in one category to the founding URL of that topic, thus creating an ultimate guide of blog posts (with the categories acting as book chapters).
These hubs/clusters/pillars build authority, optimize your content and highly-searched keywords, and increase your quality score. It also makes the user experience more effective and allows users to quickly navigate through pages/find articles that relate to what they were reading. Furthermore, the content hub strategy aligns perfectly with one of DM's business strategies: increase customer usage of the Labs and Certifications. By increasing keywords and user experience, DM has increased their quality score, consequently providing them with more traffic and leads. With increased traffic, they can start to measure results and see if their categorized posts are increasing customer
Episode 238 of Perpetual Traffic
In this episode of Perpetual Traffic, Director of Marketing Amanda Powell explains DM's SEO strategy. Powell lays out their "content hub" strategy in the following way:
After conducting a yearly audit, they decided that content audits would be conducted in 2020. After doing so, they found URLs and articles that contained direct target keywords. DM then decided to update those pages or redirect them to other areas.
Once they labeled valuable URLs, the content hub strategy began. Because they had high-value posts labelled and sourced, they started to create categories. (At DigitalMarketer, they mapped out 7 pillars of topics/certifications that were specific to their company.) As posts became categorized, they were able to create a hub of categorized content. This is valuable because you can link all the posts in one category to the founding URL of that topic, thus creating an ultimate guide of blog posts (with the categories acting as book chapters).
These hubs/clusters/pillars build authority, optimize your content and highly-searched keywords, and increase your quality score. It also makes the user experience more effective and allows users to quickly navigate through pages/find articles that relate to what they were reading. Furthermore, the content hub strategy aligns perfectly with one of DM's business strategies: increase customer usage of the Labs and Certifications. By increasing keywords and user experience, DM has increased their quality score, consequently providing them with more traffic and leads. With increased traffic, they can start to measure results and see if their categorized posts are increasing customer
Great topic. The idea of a company doing audits on their pages/accounts should be a no-brainer, but sadly it's not. Love that DM practices this and takes it to the next level. For a brand to be successful on digital, I believe they need to continually put themselves in the shoes of their customers and evolve/grow with their customers.
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