Great interview with Kevin Indig, VP of SEO at G2. He gives some actionable advice on how to get success in Google search results. And has the credibility to back it up having worked for eBay, Pinterest, Atlassian and G2.
Kevin explains the “Microsite 2.0” strategy he used to double organic traffic at Atlassian and a better way to think about keyword research.
Not the usual “do keyword research and write a 5000 word definitive guide”.
- Build out silos of related content on your website that focus on solving specific problems for your audience. Google is going to see you as an authority on those topics and visitors are going to stick around – take them on a journey with your content.
- Don’t just do keyword research – really think about the problem someone is trying to solve. Think beyond the first search term through to what they will do next. Create content that answers all their questions.
- Don’t be overly reliant on Google search traffic. Google is transitioning more and more to answering questions directly in the results. The searcher doesn’t need to leave Google at all.