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1-Sentence-Summary
"SEO Roadmapping in Public Ep.2" dives into the intricacies of developing a robust SEO strategy for SaaS companies, focusing on aligning customer feedback with content creation, optimizing keyword and linking strategies, and continuously evaluating and adjusting SEO roadmaps to enhance brand authority and user experience.
Favorite Quote from the Author
what's good for the user is good for SEO
💨 tl;dr
Episode 2 dives into using Interweave for managing customer feedback in SaaS, tackling biases in product strategy, and the importance of aligning SEO with user experience. It emphasizes keyword research, content strategy, and internal linking to boost SEO performance.
💡 Key Ideas
- Interweave is a product management tool that helps SaaS companies manage customer feedback effectively.
- Product managers face challenges in aligning diverse customer feedback, leading to miscommunication in product strategy.
- Common biases, like recency bias, can distort product development priorities.
- Understanding 'customer feedback' and 'voice of the customer' is crucial, especially in B2B contexts.
- Keyword research focuses on exposure value, domain authority, and prioritizing based on demand and competition.
- A well-structured content strategy should differentiate between content types and leverage curated keywords for authority.
- Customer feedback is vital for assessing product-market fit and guiding content strategy from top to bottom of the funnel.
- Intent-driven survey questions can broaden keyword opportunities related to customer feedback.
- SEO strategies need to be aligned with site objectives, emphasizing topical relevance over keyword-stuffing.
- User experience is key for SEO; what benefits users also boosts SEO performance.
- Internal linking builds content authority and supports a cohesive content ecosystem.
- Google prioritizes user experience and SEO alignment, necessitating a roadmap for brand alignment.
- Future developments (V3) will introduce features for discovering keyword opportunities and improving SEO strategies.
🎓 Lessons Learnt
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Gather Feedback Coherently: Collect and analyze customer feedback effectively to align your product strategy and avoid biases in interpretation.
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Focus on the 80/20 Rule: Prioritize low authority keywords for quicker wins against higher authority domains, optimizing your content strategy.
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Leverage Existing Authorities: Use already established authority to build new visibility by targeting lower competition keywords.
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Align Content with Successful Patterns: Analyze first-page results to mimic successful content strategies and fill gaps in your own offerings.
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Be Intent-Driven with Keywords: Target specific intent-driven keywords that resonate with user needs for better SEO outcomes.
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Internal Linking is Essential: Create an interconnected ecosystem through internal linking to enhance authority and improve SEO performance.
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Start with High-Level Topics: Begin your content planning with broader topics before drilling down to more detailed, specific content.
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Measure SEO Performance: Regularly evaluate the impact of your SEO strategies at the keyword level to understand effectiveness and make necessary adjustments.
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Build Up Customer Insights: Implement tools like Net Promoter Score (NPS) to understand customer sentiment and improve product-market fit.
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Stay Open to Support: Don’t hesitate to seek help or clarification during the SEO process to fill any knowledge gaps.
🌚 Conclusion
To succeed, focus on coherent feedback collection, prioritize low competition keywords, and leverage existing authority. Align your content with user intent and continuously measure SEO effectiveness while staying open to support.
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In-Depth
Worried about missing something? This section includes all the Key Ideas and Lessons Learnt from the Live streaming. We've ensured nothing is skipped or missed.
All Key Ideas
Product Management Insights
- Interweave is product management software focusing on managing customer feedback coherently, especially for growing SaaS companies.
- Product managers often struggle with aligning customer feedback from various sources, resulting in miscommunication and misalignment on product strategy.
- Common biases, like recency bias, can skew product development priorities, leading to overlooking broader customer needs.
- The primary term for the industry is 'customer feedback,' with 'voice of the customer' being a significant secondary term, particularly in B2B contexts.
- The goal is to map out content opportunities based on user interaction to expose the brand to a wider audience, enhancing authority in product management.
- Product management software can be segmented into various related topics to create a comprehensive ecosystem of web pages that support the main product offering.
Keyword Research and Content Strategy Insights
- Exposure value is determined by the volume of users searching for a keyword monthly and its keyword difficulty and average competition.
- Domain rating (Dr) represents authority, and it’s crucial to find opportunities with lower authority competitors.
- The total score helps prioritize keywords based on demand and supply, allowing for effective content production.
- Differentiating content types on a website (Solutions, Blog, Brand pages) is essential for building uniform authority.
- Creating a blog around specific topics, like product roadmaps, is vital for establishing authority in that area.
- Curated keywords based on relevance and intersection with root keywords are crucial for building the page effectively.
- Analyzing market signals, keyword volume, and frequency is necessary for positioning content successfully on the first page.
Content Strategy and Customer Feedback
- Developing a brief and outline for writers, including keyword insertions and content architecture based on first-page success stories.
- Importance of customer feedback in understanding product-market fit and driving focus on best and worst customers.
- Differentiating between gathering customer feedback and surveying, leading to practical tooling versus initial problem awareness.
- Identifying low authority keywords for quick wins in content strategy related to customer feedback.
- Building out a content strategy that serves both top and bottom of the funnel for transactional value.
SEO Strategies and Insights
- Looking for intent-driven survey questions expands keyword opportunities related to customer feedback.
- Analyzing the first two pages of SERPs helps identify performance opportunities across domains at both seed and branch levels.
- SEO strategies should be targeted and aligned with sitewide objectives rather than sporadic content creation.
- Focusing on topical relevance is more effective than just keyword-based strategies.
- Hyper vigilance of data is necessary to understand user engagement beyond surface-level metrics like volume and keyword difficulty.
- Internal linking is crucial for building content authority and creating an ecosystem mindset in SEO strategy.
SEO Best Practices
- Good user experience enhances SEO; what benefits users also benefits SEO.
- Internal and external linking adds value and enriches content.
- Upcoming V3 will allow crawling of websites to find keyword opportunities.
- The keyword architecture strategy helps in planning content hierarchies.
- Content trees can help structure related articles and guide user journeys.
- SEO is complex and constantly evolving; user-centric approaches are essential.
SEO and Brand Alignment Insights
- Google's focus in the last two years has been on user experience and SEO alignment.
- A starter roadmap will be provided to help build out brand alignment and execution.
- The ultimate goal is to measure the impact of SEO efforts on performance.
- There is a collaborative support system in place for answering questions and addressing gaps.
- Planning for future launches (V3) is already in progress.
All Lessons Learnt
Product Development Strategies
- Gather feedback coherently to align product strategy
- Avoid biases in feedback interpretation
- Leverage the 'voice of the customer'
- Identify the 80/20 opportunities for product visibility
- Build an ecosystem of related content
SEO Strategy Tips
- Focus on the 80/20 Rule: Prioritize finding opportunities with lower authority (Dr) on the first page to compete effectively against higher authority domains.
- Assess Keyword Difficulty: Understand the average competition and difficulty around a given keyword to identify viable targets for content creation.
- Differentiate Content Types: Determine the specific type of page (e.g., blog, product, solution) needed to build authority and support overall strategy.
- Leverage Existing Authorities: Use existing authority to build new ones by targeting lower competition keywords that still attract traffic.
- Cluster Relevance for Keywords: Curate and select keywords based on their relevance and intent to ensure they support the primary focus of the page being built.
- Monitor SERP Features: Check if a keyword triggers features like snippets or 'People also ask' to enhance content presentation and visibility.
- Align with Successful Content: Position your content strategy in alignment with currently successful pages to increase chances of success in rankings.
Customer Insights and Content Strategy
- Mimic Success Stories: When selecting keywords, analyze the first-page results to identify successful patterns and gaps, ensuring your content aligns with what's already working.
- Customer Feedback Importance: Use customer feedback surveys to gather sentiment and identify who your best and worst customers are, helping to focus your efforts on improving product-market fit.
- NPS for Customer Insights: Implement Net Promoter Score (NPS) to pinpoint your best customers for reviews and address issues with low-scoring customers to enhance product quality.
- Survey vs. Gathering: Recognize that collecting customer feedback can be split into two categories: gathering data and surveying, which helps in understanding customer journeys more effectively.
- Focus on Low Authority Keywords: Target low authority keywords with lower competition to gain quick wins and generate traffic without extensive effort.
- Build Up Content Strategy: Start with high-level content and gradually build out more detailed, bottom-of-funnel content to capture transactional value from users.
SEO Best Practices
- Be Intent-Driven with Keywords: Instead of just focusing on broad keywords, target specific intent-driven keywords that align with customer feedback for better results.
- Analyze Top SERPs for Opportunities: Look at the first two pages of search engine results to identify keyword opportunities and performance metrics rather than limiting yourself to the top 10.
- Invest in SEO Early: Start building your SEO strategy early, especially for new domains and products, as it takes time to see results.
- Focus on Topical Relevance Over Keywords: Concentrate on creating content that aligns with broader topics rather than just chasing individual keywords, which can be misleading.
- Use Data Vigilantly: Go beyond basic metrics and analyze user engagement and SERPs to understand what content resonates with audiences.
- Internal Linking is Essential: Build an interconnected content ecosystem through internal linking to enhance authority and improve SEO performance.
- Detailed Content Guidelines: Provide specific paragraph guidelines for writers to ensure that the content produced meets the strategic needs and user intent.
- Report on Keyword-Level Movements: Track and report progress at the keyword level rather than just page level to understand the effectiveness of your SEO strategy.
Lessons Learnt
- Focus on internal linking to enrich user experience.
- Use keyword architecture for effective content planning.
- Start content planning from a top-level topic before branching out.
- Align branch keywords with root keywords for effective SEO.
- Prioritize user needs for better SEO outcomes.
SEO Best Practices
- Keep User Experience Top of Mind: It's essential to ensure that your SEO strategies align with the overall user experience throughout their lifecycle.
- Create a Starter Roadmap: Develop a structured plan that aligns with your brand vision before diving into execution and development.
- Measure Impact on Performance: Always evaluate the performance of your SEO efforts to understand their impact and effectiveness.
- Stay Open to Support: Don’t hesitate to seek assistance or clarification during the SEO process to fill any gaps in knowledge.