Client Update – March 2020 | Tribal Core

Quite often, necessity is the mother of invention. Plato had it right.

One of our clients was undertaking a partial site migration due to a company reorganization. This led to key pages being migrated from one site to another, and we needed to do some advanced analysis on why we were seeing the search results and traffic that we were.

We rolled up our sleeves, pulled tons of data from multiple tools and sources, and delivered a roadmap for improving the page and acquiring more search traffic. This led to a formalized approach to doing a deep-dive on a single live page.

We're quite pleased to be sharing this deep-dive Page Research with our clients. It goes hand-in-hand with our new Freshen Content Management service that we shared about last month (click the accordion drop-down below this one to read more).

We find it's best suited for long-form blog posts, product & service pages and the home page. We will be initiating Page Research as needed, and we welcome your inquiries and requests as well. It's an honor to serve our clients, and Page Research is yet another innovation that demonstrates our commitment to aspiring to provide the best web marketing service anywhere.

Everyone says "content is king" and to create more content, right? To a large extent, that's true, but it creates a residual problem.

All that great content fades in search engine rankings over time. A former #1 post may start slipping down the rankings over months and years, overtaken by better and more recent content.

Keeping that content fresh at intervals can maintain and improve rankings. And so we're pleased to share our latest service included in every plan: Freshen Content Management.

We've seen great results for clients by freshening up old content. What does it mean to freshen content and how do we continue to improve our service to keep pace with the latest SEO and content strategy trends?

In Google search results, pages may rank better when covering topics comprehensively, with updates to that content to reflect new information. How frequently content needs updating is a function of how timely the information needs to be (such as a real estate price index) and how competitive the target keyword phrases are (such as an SEO guide).

In freshening content, we take the following steps:

We analyze all website content to determine existing organic traffic. This most frequently occurs when one or more blog posts or resource pages rank for relatively competitive keyword searches.
We concurrently monitor a set of approximately 50 priority keyword phrases, determining search position based on a variety of factors, including mobile vs. desktop and the geographic origin of the search.
We identify a set of posts and pages that would benefit from regular updates, and we establish a periodic trigger that notifies us when that content needs to be updated. New posts that rank well would be added to this set.
We work with you to develop content improvements for every update. This might include adding a thousands words of copy, combining old posts, adding multiple images, creating an infographic or embedding a video.
We monitor results, continue developing content on the established timeline and adjust our strategy when needed.

In many industries, retention is cheaper than acquisition. The same applies to a content strategy. It takes a significant amount of effort to develop brand-new, high-quality content. It takes much less effort (in terms of time, resources and cost) to freshen old content and make it increasingly competitive. Our new program that helps our clients identify and improve content on a regular basis to maximize search engine position. Good stuff!

All sorts of things can go wrong when migrating a website, especially when moving from one platform to another. We took the reins and helped a client migrate from Squarespace to WordPress. This included the process of migrating over 200 pages, setting up 1:1 redirects to the corresponding pages on the new site, and dialing in all of the little WordPress details, like a properly configured sitemap.

So how'd it go? Pretty awesome! There were minimal errors in Google Search Console, fixed quickly, and we can see below that not only did we maintain organic search traffic, we improved it by 12%, post-migration!

If your company is migrating your site, work with us prior to doing so for the best possible results. We've migrated sites as big as hundreds-of-millions of pages, so we can bring that same level of expertise to your mission-critical project.

And keep us in mind for referrals, if you have any contacts that are dealing with a migration, themselves. Onward!

Competing in organic search results requires a robust content strategy. One way to compete is to write the very best possible article on a subject. Some refer to these as skyscraper pages, so named because they stand out above all the other articles on that topic. In covering a topic comprehensively, these pages tend to have high word counts, multiple images, infographics and more.

Try our awesome on-demand Topic Research service. This will provide a clear roadmap to building a best-on-the-web skyscraper page. In this introductory period, we are offering this service gratis to all clients.

View one client's amazing guide to Barolo Wine, and try not to start planning your next trip to Italy.

We're a boutique agency. We operate remotely, everyone on the laptops wherever they live. So our carbon footprint is quite low to begin with. That said, it was important to us that we address our impact and offset it best we can. So we're pleased to announce that as of this year, we have formalized this commitment and we are dedicated to reducing our carbon emissions and offsetting the rest. We've overestimated our emissions on Carbonfund.org's calculator to arrive at a total that allows for growth as a business. If you have any questions about how you can undertake a similar initiative in your own company, give us a ring!

Thank you for the trust and confidence you've placed in us!