This week, I welcomed Trish Seidel onto the show. Trish is "marketing's big sister" on LinkedIn, where she shares advice on SEO, content strategy and growth.

We discuss:

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Learn to produce content at scale in my eBook here.

This week, I welcome Josh Spilker onto the show. Josh is a seasoned marketer, having been the sole or first content person at ClickUp, Friday, and several other venture-back startups.

We discuss:

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Learn to scale content production in my eBook! https://www.thefxck.com/produce-content-at-scale

"There's no search volume for what we do"—okay, well do THIS instead.

In this case study, Aditya Vempaty (ex-Amplitude, current MoEngage VP of Marketing) shares his story of identifying an underserved segment of a competitive industry and building an SEO-led content strategy to capture it.

In this conversation, we discuss:

Find Aditya on LinkedIn here: https://www.linkedin.com/in/adityavempaty/

Follow me on LinkedIn here: https://www.linkedin.com/in/benjamingoodey/

Join the How the F*ck newsletter here: https://www.thefxck.com/

Learn to scale content production in my eBook! https://www.thefxck.com/produce-content-at-scale

We're back, baby! In this episode, I jump on to do my first-ever solo podcast. Just me and you.

I wanted to dig into a challenge my clients and network face regularly: How to craft your first topic cluster.

Your first for a client is so important. I can't stress that enough. It sets the tone and dictates whether SEO and Content will be part of your go-to-market moving forward.

So in this guide, I want to help you choose a topic that with high commercial potential that will also make sure you stand the f*ck out in your industry.

Key Links:

—Benny

I was so excited to welcome fellow Brit, Zoe Ashbridge, to the community today.

We throw tips and questions back and forth, discussing best practices around these four topics: 

In the newsletter this week, I’ll round up some of our advice on 1 and 2 and I’ll let you dive into the conversation with Zoe to hear the rest.

Sponsored messages:

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Benji Hyam and his team at Grow & Convert build SEO strategies that focus on conversion, not traffic.

In this interview, we focus on the case study of Cognitive FX, which is a classic example of how to build a blog full of content that's high-converting, differentiated, and still outranks WebMD.

Benji walks us through pain point SEO, keyword prioritization and his approach to topical authority.

The results speak for themselves: their work has led to 250K monthly organic visitors and drives 50% of all new business for Cognitive FX.

Things You'll Learn:

“60% of all our content ranks on page one.”—Jessica Lam Hill Young

In this episode, we learn the three-part framework Jess and her team use to create high-quality content that ranks on Google almost every time.

Expect to learn:

Where to get subject matter expertise

Listen to part one from Jess here (I wrote my best insights into this article, with best bits from the episode).

Key Links:

A big thanks to our sponsors, ⁠⁠⁠⁠uSERP⁠⁠⁠ (need an ambitious SEO agency? These are your people.) and Ahrefs (the best all-in-one SEO platform). Test out their free tools here: ⁠⁠⁠https://ahrefs.com/webmaster-tools⁠⁠⁠

Supporting article (free): How to Refresh Old Content for SEO (and what NOT to do)

This week's episode focuses on one of the most powerful tools in the SEO arsenal: content refreshes.

Want to impress your clients or boss? Start revisiting your vast library of content.

Be warned: hockey stick traffic growth awaits.

As you'll hear in the episode, updating old content can take a blog post from 0 to 5,500 monthly visitors in as little as one month.

Expect to Learn:

Read the full article here to learn more about this topic. I offer 8 questions to ask yourself when updating old content and give tips on what not to do.

Key Links:

1. ⁠⁠⁠⁠⁠⁠⁠⁠Sponsor #1: ⁠uSERP⁠⁠ (Need an ambitious SEO agency? These are your people.)

2. Sponsor #2: Ahrefs (Best all-in-one SEO platform). Test out their free tools here: ⁠⁠https://ahrefs.com/webmaster-tools⁠⁠

3. ⁠⁠Grab my SEO brief template⁠⁠⁠⁠⁠⁠⁠ - Drive expertise, connection & ranking

4. View sh*t loads of awesome case studies in our ⁠⁠⁠⁠⁠⁠SEO case study library⁠

Our "raison d’etre" is to help marketers scale search traffic without sacrificing quality. This week, expect a ton of tips & ideas for doing just that.

I interviewed Erin Balsa, who builds thought leadership-driven content strategies for B2B SaaS startups that sell complex, enterprise solutions.

She, like me, has a strong aversion to putting out content that’s not unique and well-sourced. Both of our standards for minimum viable content are pretty damn high.

With the companies she works with, this stuff is critical.

B2B enterprise SaaS is as far from an impulse purchase as you can get. It’s expensive and there are lots of decision-makers involved.

You just can’t get away with cheap or AI-written content when you’re selling something expensive and complex to such a smart audience.

Grab the full case study here (it's a lot more in-depth than the interview).

Expect to Learn:

Key Links:

1. ⁠⁠⁠⁠⁠⁠Sponsor #1: Skale B2B SEO Agency

2. Sponsor #2: Ahrefs (You know who they are). Test out their free tools here: ⁠https://ahrefs.com/webmaster-tools⁠

3. Sponor #3: uSERP (Need an ambitious SEO agency? These are your people.)

4. ⁠Grab my SEO brief template⁠⁠⁠⁠⁠⁠ - Drive expertise, connection & ranking

5. View sh*t loads of awesome case studies in our ⁠⁠⁠⁠⁠SEO case study library⁠

Since launch in 2020, copy.ai has grown to 8M users in the fierce battle for AI content writing tools.

But back in 2022, when they began investing in SEO, search volumes for their core keywords (e.g. "AI content generator") were negligible if they existed at all.

Over that year, as we are all well aware, there was a rapid wave in demand for AI copywriting tools.

The team at copy.ai correctly predicted that demand. And as a result, they were the first to build an SEO strategy to capture it.And they won.

Their big money maker? A cluster of tools pages that now brings in way over 150,000 high-intent visitors a month.

In this SEO case study, we look at how copy.ai's SEO strategy helped them seize a first-mover advantage in the emerging category and how they built an SEO moat that they still benefit from today.

Guest: Jeremy Moser the Founder of uSERP.io, which is the Digital PR and Performance SEO agency for copy.ai.

Listen to this episode to find out:

Full case study teardown here (with video!)

——

Key Links:

1. ⁠⁠⁠⁠Sponsor #1: Workello: ⁠⁠https://workello.com/?fpr=howthefck⁠⁠ for a platform that helps find, vet, and hire writers at scale

2. Sponsor #2: Ahrefs: Ahrefs is my go-to keyword and competitor research, too. Test out their free tools here: https://ahrefs.com/webmaster-tools

3. Grab my SEO brief template⁠⁠⁠⁠⁠ - Drive expertise, connection & ranking

4. View sh*t loads of awesome case studies in our ⁠⁠⁠⁠SEO case study library⁠