Jason Patel is the founder of Transizion, a knowledge platform that empowers young professionals to mentor the next generation of students. They have a strong B2C operation and convert small investments into big revenues using SEO, repurposing content, and relevant growth strategies. He breaks down his insights and experiences in a recent session, here are our takeaways:
The goal is to show up on the first page
To have a product page show up on top is rare and difficult even for companies with immense amounts of funding. To overcome this hurdle, most organisations create a blog or content page that is specific to the product niche - for every few thousand clicks, a small percentage will convert into paying customers.
Creating relevance in the blog content
The number one strategy that helps keep content in context is smart keyword usage. What are people looking for? What words resonate with competitors? Knowing the answers to these questions will help ensure that you aren’t targeting a non-existent reader. At the same time, too much competition will drown out your brand’s voice. Jason suggests an ideal keyword difficulty of 30 or lower, with nothing higher than 70.
Once there is an established audience profile then it’s all about readability - formatting, spacing, mobile-compatibility and balancing content density. A blog post with 1500+ words is the general sweet-spot that gets all the information out while remaining digestible. Techniques like using lists, bullet points and short paragraphs help make for easy to understand content and has users engaging is a way that Google rewards.
How is your content judged?
In general, search engines like links that get people to spend time with the reading. They also boost content where people click on the link, consume, and leave which indicates that users got the information they were looking for. Furthermore, if people explore more content within your site, that gives out positive signals too and makes internal hyperlinking necessary. At the same time, external linking creates an equally powerful trickle-down effect especially when better ranked sites refer to your blog. Overtime, with the right combination of engagement in ways Google deems meaningful, your site rank will go up.
Don't do content marketing yourself
As a founder or manager you have a ton of different, more pressing areas vying for your attention and outsourcing the content may be the way to go. Jason recommends vetting a few copy-writers on general market-places using specific briefs till you find a good fit and then building a steady working relationship with them. Alongside writers, hiring video editors might be another good investment to easily turn written content into video and leveraging Youtube’s algorithm influence for better outcomes.
SEO is a bit of a long game but one that is very worth playing because in 6 to 12 months as your site rank improves, customer growth should too. Be strategic about it, invest time into it, and most importantly remain patient - older companies have a higher domain authority but it can be eclipsed with the right content.
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