Answers
Apr 14, 2019 - 08:47 PM
1. Legit I generally agree, unless there's a very expensive technical reason not to.
2. Situational This is very situational and really depends on your content. A blog post on the "best headphones" will need to be updated every year at a minimum because there's new products being released and you can see from keyword research that people use the "year" to search for new content.
Another topic could be "(city) real estate market" it's something that changes all the time.
Look at your competitors for your keywords and see how old their content really is.
As a counter example: a local services landing page about "roof replacement in (city)" wouldn't be expected to change every year.
3. Very Legit!! How you talk about your product is not the same as how your customers talk about your product. You need to rank for keywords that customers actually search. This is a big problem in eCommerce where stores will name their products after things that nobody knows about. For example, imagine a Tea named "Adventure" vs a Tea named "(brand name) pineapple mint tea"
4. Debatable Outsourcing content is a great move. But outsourcing strategy is debatable. If you want to invest time into learning SEO, then sure, you don't really need someone to guide your strategy. When building an in-house team doesn't make sense, either financially or strategically, then using an outside consultant or agency can make sense
Apr 14, 2019 - 09:31 PM
To be honest, the article had very little value to me because:
1) I was recently hired to perform an SEO audit on one of the clients they brag about at the beginning and my audit revealed very poor content strategy and execution. I'd categorize their previous efforts as amateur. I'll give them the benefit of doubt and hope this agency was just hired in the past week or two for that client and haven't actually performed any work yet.
2) If you take the time to check the rankings for their examples, you'll notice their examples no longer rank (in particular the "social media" beating backlinks example).
I do agree with some points of the article, but the comments you pulled out may have more value than the article itself.
I would say the 4th comment you highlighted is a very narrow view - most companies hire high level people to set strategy and cheaper workers to execute on it. There's a big difference between a small site owner with no time to write content and a large company with dozens of writers. That said, I do think you want someone with experience & success in both.
Add New Comment