The Seotistics newsletter is written by Marco Giordano, a Data/Web Analyst with the goal of combining business and web data. Tired of the usual boring Analytics content without any business impact? Seotistics teaches you how to use Analytics, web data and even content in your workflow while helping you with Strategy.
π‘ Diversification in SEO: Protect Your Assets - Part 1
Use Data Or Be Used By Data!The October 30 issue of Seotistics is here for you! |
After the most recent HCU, there isn't much doubt that not distributing your content is a severe mistake. Using multiple platforms allows you to diversify risk and get more visibility. The skeptical reader may ask why one should divide their focus across multiple channels. And what about the pages on a website? It's not that simple... I am here to answer your questions in the first Seotistics issue about diversification. Please move this email to your Primary inbox or reply to it. This is to prevent Seotistics goes into spam by accident. Gmail users can read this tutorial to do it. π Content Distribution & RepurposingThe "panacea" to the problem of visibility is distributing your content and repurposing it under different formats. While this advice often looks stupid, it works if you are good at planning. Let's say you have website A with 300 articles already on the side. Fair enough, you didn't distribute them before and you want to start now. What would you do? The solution is simple, you take what you have and split it into digestible social media posts. An article can become 10+ tweets, a thread, a video or even a story (or more). Instead of waiting for Google to rank you, I recommend distributing right away to develop new income sources. Semrush does a great job with this infographic and shows some ways to distribute your content:
Right now, you may see that Facebook and Pinterest are loved by niche website owners... and for good reasons. Driving traffic from those 2 social can make a BIG difference and the same applies to Social Media Ads. Newsletters are a must-have for any serious business and a great way of retaining one-time visitors and conversions. YouTube is an even better example of affiliate content and reviews, although I think it takes much more effort. π§ Traffic DistributionA good example of how data plays a role in differentiation is when evaluating domains. Do you know what's one of the first things I check? The contribution of top pages to total clicks. A website that gets the majority of traffic from a few articles is a risky investment. The picture below shows how you can think about it:
Big Ecommerce are cases where pink may get you more money and clicks than blue, as you can see from Amazon and the long-tail, a concept that should be known to SEOs alike. Diversifying your traffic comes down to having more pages rank and bringing you money. In reality, the pink region for smaller (and not only) websites can't match the blue one. A website with 100 pages, getting 70% of the traffic from 10 pages shows a big asymmetry. So only a handful of pages actually contribute to most websites. This is the magic moment where the knowledge of quantiles and percentiles can help you uncover the truth. For the code you can even ask ChatGPT because these are Statistics 101 topics. π§βπ« The Lesson HereThis calls for diversifying your traffic with new clusters or to check what's not performing well. All of this is not rocket science and can be achieved with basic operations. As you have noticed, what's missing here is the care for operational efficiency and order. Many existing businesses are obsessed with growth and forget about defending their market share. Growth is also misinterpreted as already discussed in another Seotistics issue. The picture below shows a more "realistic" growth pattern for many websites. No matter how much you diversify, you will still see anomalies and some universal patterns over time. Staleness can be an advantage if you have a dominant market share and it should be your aim. These truth bombs require some changes in the way you approach SEO problems. Instead of promising crazy growth, think about the available resources and what Google usually does. Using 3rd-party tools for showing growth is highly misleading because:
Use them to get a vague idea and to elicit meaningful questions instead. π₯ Monitoring + DiversificationThe last step and the ideal peak of every organization is consistency. Being able to create momentum and preserve it over time should be your wildest dream because that's what matters. Ranking for a week (often) won't make you rich but doing it for 2-3 years probably yes. This can be achieved with proper strategy, which I covered in this past Seotistics issue. The same goes for the act of monitoring processes that is required to avoid chaos in your projects.
The example above shows anomalies per day in terms of clicks and is a great example of monitoring the situation. The rest is all about damage prevention, a term I often mention because it saves you from a lot of future headaches. Think about multiple worst-case scenarios and plan solutions/corrective actions for each of them. Bonus round: what are the causes? Can you do something to prevent problems altogether? Part 2 will be released next Monday at the usual time! π₯ Join Our CommunityOur Discord community offers a small place where we can talk business and SEO. If you hate all the noise of social media, then this place is for you. N.B. We are going to host weekly calls and other online meetups.
π Analytics For SEO Ebook (v6)This ebook is aimed at SEOs or Business Owners who want to explore the combination of SEO and Analytics. If you want to start building your data empire, this is the (initial) path to take. It will teach you or your employees to: π Avoid common pitfalls that cost you money πΈ π Create meaningful analyses that add value π― π Shorten the learning time of Analytics β³ This comes with monthly updates because I want to create the Ultimate Guide out there. v6 includes the following information: β Strategy in terms of SEO & Data β Decision Making β Integrating Data with SEO
v7 will include additional info on DataViz and topics on request. π Recommended Reads - Peak Content π»After weeks of showing you books on strategy and decisions, it's time to feed you with some data knowledge. All the resources are actionable and concepts can be grasped even in some hours, as long as you practice.
Mind you, the Long Tail is mistakenly used in SEO, as I explained back then on Twitter. π One-Hour CallIf you have doubts about SEO or Analytics, you can book a call with me. Have doubts about your content website or with your data? Look no further, I can help you:
βοΈ Feedback and RecommendationsIf you have ideas/recommendations for the next issues of Seotistics, you can simply reply to this email. Marco Giordano Follow me on π½π½π½: |
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Seotistics - Web Analytics + Business + Strategy
The Seotistics newsletter is written by Marco Giordano, a Data/Web Analyst with the goal of combining business and web data. Tired of the usual boring Analytics content without any business impact? Seotistics teaches you how to use Analytics, web data and even content in your workflow while helping you with Strategy.
Use Data Or Be Used By Data! The October 26 issue of Seotistics is here for you! You read a lot of stuff online decreting the end of SaaS, GA4 and whatever due to AI. Most of it is wrong and shouldn't affect your work or career. I will show and explain you why. Just came back from Athens from SEO On Stage, will post more details on LinkedIn. Please move this email to your Primary inbox or reply to it. This is to prevent Seotistics goes into spam by accident. Gmail users can read this tutorial...
Use Data Or Be Used By Data! The October 19 issue of Seotistics is here for you! I am just back from Rome and AI didn't sleep, we are full of news and updates. As you know if you are working with automation, you need to know this stuff! As I try to recover from multiple conferences in a row, here is the latest summary of what's going on. Most of these topics will be expanded in the next issues as they are too new π Please move this email to your Primary inbox or reply to it. This is to...
Use Data Or Be Used By Data! The October 12 issue of Seotistics is here for you! Measurement did change in the last year and I am here to remind you some basic facts. AI is for sure one of the main culprits but not the only one. I am also writing a huge article on LLM measurement, stay tuned π Hectic week, too much to do, including course updates. Please move this email to your Primary inbox or reply to it. This is to prevent Seotistics goes into spam by accident. Gmail users can read this...