Client Update - Sept 2019 - Tribal Core

In 2019, we've seen great results for clients by freshening up old content - in the next accordion item on this page, we show an example of how updating old content can bring in more organic search traffic. 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 our clients 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. In September, we'll roll out a new program that helps our clients identify and improve content on a regular basis to maximize search engine position. Good stuff!

If you've been around a while, chances are you have some old content on your site that isn't ranking and isn't doing you any good. In fact, you could be hurting your overall SEO efforts by diluting the flow of authority through your site.

Addressing old content can reap benefits. For one client in the professional services industry, we identified an old blog post that ranked decently for some fairly competitive search phrases. We put together a suite of recommendations, including fresh content based on our research.

Those updates pushed this blog post to #1 for a highly relevant and competitive keyword search in Google's organic results, for which competitors are paying up to $21 per click. Traffic to this page has gone up 38% in the last 30 days!

This was a great opportunity to make a big impact with modest effort. Let's talk more about how we can do the same for you!

Having proudly served over 200 clients since 2002, one thing we're keenly aware of is the fact that marketing strategies that work today may not work tomorrow. And what worked last year may not work today. This knowledge implores us to continually invest time and resources into R&D. Reading, building and experimenting are all par for the course. Much of this work gets layered on top of longstanding best practices and webmaster guidelines issued by Google.

Our hard work pays off when we see the needle move for clients.

One client in the higher education industry has seen organic traffic go up by 32% in a year-over-year analysis, with New Users to the website up 35% in the same time period. Our focus has been on solid SEO practices and developing a content strategy for a client that doesn't have a lot of time and resources to produce that much content.

Another client in the b2b space came aboard November 1st, and their organic traffic is up 67%! We've focused on technical SEO changes, and overhauling their approach to Content Strategy. Google has responded quickly, which feeds the fire for continued attention to producing great content for their target audience.

It's rewarding sharing case studies with our clients and prospects alike. If you have a friend of business associate who may be in need of digital marketing services, please introduce us! We're happy to pay a referral fee, and we know that earning your recommendation is a validation of the trust and responsibility you've placed in Tribal Core.

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.

Did you know we help out every client who is eligible for a Google My Business account? A GMB profile is available to any company with an actual place of business. Even if you work out of home, you can establish a GMB profile, hide your home address and establish a service area.

You might not know that Google recently closed their Google+ service and has been placing greater emphasis on participating in GMB. We're developing fresh, new guidance for our clients, including the recommendation of regular posting on your GMB profile. If you don't yet have your Google My Business account in place, or you aren't sure if you are eligible, be sure to get in touch, and we'll walk through it with you.

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