• ChristopherMills

    Wil, what a fantastic blog post, thank you very much for sharing this strategy you use. I tell you, the number of times I’ve performed a similar strategy to show clients that the keyword they’re after isn’t worth chasing and that they could rank for 3 or 4 other terms, which equate to more potential traffic is second to nothing. It’s doing things like this that keep SEO alive, chasing one head term and spending months and months of budget optimizing it is what makes SEO seem so one dimensional.

  • Neal

    Outstanding post!

  • Dan Shure

    Saw ubersuggest was down for a bit as you were writing this. If anyone is looking for an alternative you can try It doesn’t give you as many words from Google, but it scrapes suggest results for bing, youtube, amazon – like 15 in total, even the weather channel!

    Then just use the scraper plugin to get the results. Might need to de-dup them.

  • Sean McVeigh 425 Media

    Awesome tips Wil. I really enjoyed the way you explain PPC vs SEO as long term vs short term. Wondering if there is a strategy to decrease the time it takes to see movement on the long term SEO side. Perhaps augmenting the newly SEOd content with PPC. Thus kickstarting the traffic.

  • Edward Bennett Granger

    on the 2nd paragraph of step two there is a small typo, one needs to be “once”

  • Dave Snyder

    Really good stuff. One place to hit them hard is on their already existing digital media spend. The traffic from real content marketing has such a better ROI than the standard banner ad if it is optimized for conversion. That is one issue with the purely SEO mindset of content marketing however, SEO is not the end all be all on ROI for content. Content is a great way to drive secondary level conversions and funnel those into sales and leads.

  • phantom73

    If I’m Eloqua, why am I shaking in my boots?

    Wouldn’t it be an equally valid conclusion to simply say that blog and/or recent content has little to no effect on rankings and if I’m Eloqua I’m better off not putting resources into something that a) does not appear to be statistically necessary, and b) won’t actually generate any more traffic from “lead nurturing”

  • RobYoegel

    If Eloqua were relying on PPC or SEO to get leads into their funnel they would be “shaking in their boots” a long time ago.

  • wilreynolds

    Valid way of looking at it. The way I see it is if I’m eloqua I’m not producing enough content to blanket the entire industry’s set of keywords, given that people are putting more and more keywords in searches, I’d want to cover my bases. The data’s there, Marketo has more long reach across the many ways people search, eloqua has less and hasn’t been producing as much content in the last few months.

  • wilreynolds

    Dave, thanks for dropping by! How do you guys measure secondary level conversions, multi-attribution models?

  • wilreynolds

    So an IPO protects them from getting beat on content? ask ZYNGA how that is working :) Maybe shaking in their boots was a bit dramatic tho. :)

  • wilreynolds

    OOOH so now you are talkin’ – as I see it you’d have content that connects more closely with a lot of queries, meaning you arent relying has heavily on broad/phrase matches to hopefully connect well every time, you could get more granular. And since these are quality pieces, they should stand on their own as marketing materials which you should be ok driving PPC to.

  • phantom73

    Oh I can certainly agree with that, but to play the “reach” card, I’d think you need to look beyond the head terms and come up with and ROI-focused approach, wouldn’t you think?

  • alan

    why would you circle a paid listing in the top image of where marketo is ranking?

  • wilreynolds

    Oh DEF! This post was about getting buy in to get the content developed, but maybe I should part II this to be like…once you get the budget, now you gotta show ROI. I am working on a few clients with this strategy and may have data to show real ROI vs what I think will happen, cool?

  • wilreynolds

    Big brands look at “shelf space” so they often talk more and more about share of voice, so they look at blanketing the whole space as part of the process.

  • Ken Colborn

    I’ll definitely have to try this approach with a few clients of mine. It’s been very difficult trying to get them to either create content on their own or pay someone to create it for them.

  • AQ

    I like the simplicity and straightforwardness of this approach – I’m sure the execs love seeing those charts.

    If you do a part 2, I’d be curious in hearing your thoughts on which content providers serve up the best content for the $$$. This question is for those of us lacking a team of copywriters to bust out tasty-paragraphs about anything and everything.

  • Matt Leonard

    Good stuff, Wil. We do lots of this, to the point of going after multiple rankings. Cannibalization is fun (not literally, we don’t eat people). I like to map terms as well. Another comment mentioned reach. I like to focus on terms that get mapped via intent and kill two birds with one stone (no fowl was harmed during this comment). Great tips in there.