Futureproofing your SEO content strategy
- Part 1Building a robust SEO content plan for SaaS businesses
- Part 2 Futureproofing your SEO content strategy
Show Notes
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00:21Future Proofing SEO Content StrategyDiscuss the importance of future-proofing SEO content strategies, especially in the context of AI and its impact on search volatility.
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01:33Internal Communication and TransparencyExplains the importance of internal communication and transparency within her organization, influenced by her manager's approach.
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04:23Diversifying and De Risking Content StrategyDiscusses the value of content that performs multiple functions, such as answering questions, being shared within the business, and repurposed for different channels.
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16:07Diversifying Content DistributionSuggests various methods to increase content yield, such as email marketing, LinkedIn, and other channels.
Quotes
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“Earlier on in this year, most SEOs would have felt there was so much information volatility, it felt like it was coming from absolutely everywhere, and there was no single source of truth for what we should actually be doing or thinking.” - Sofia Ingen Tyson
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“we've heard the conversation, SEO is dead. I don't think it is. I just think you need to be prepared for fluctuation, and you kind of need to make sure you are having those internal conversations to prepare other people. ” - Sofia Ingen Tyson
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“The biggest difference between SEO in the past and SEO in the future: Is going to put a bigger emphasis on why are we kind of doing this in the first place? Is it a good use for time? Are we trying to game the algorithm?” - Sofia Ingen Tyson
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“In SAAS buyer journey, you want to know exactly why they want to use it. You want to know exactly what triggers: are they setting up to those small details that really make a content go from generic to genuinely helpful.” - Sofia Ingen Tyson
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“We've had quite a bit of pressure to use AI, especially as an AI native product, so we have incorporated AI in some different ways to help us scale content, but it's never the high intent content, and it's never unsupervised, either, we have a lot of quality control every stage.” - Sofia Ingen Tyson
- Part 1Building a robust SEO content plan for SaaS businesses
- Part 2 Futureproofing your SEO content strategy
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Part 1Building a robust SEO content plan for SaaS businesses
Sophia Inga Tyson, Senior Content Manager at Truro, discusses building a robust SEO content plan for a SaaS business. She emphasizes the importance of addressing multiple touchpoints throughout the buyer journey, creating granular content, and leveraging sales call data to inform content strategy. Sofia highlights the need for long-form guides and the significance of topical authority, even for low-intent, high-volume keywords. She also addresses the challenge of catering to multiple personas and the impact of generative AI on SEO, suggesting a focus on long-tail keywords and brand SEO. The conversation underscores the importance of interconnected content and data-driven prioritization.
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Part 2Futureproofing your SEO content strategy
Sophia Tyson, Senior Content Manager at Truro, discusses future-proofing SEO content strategies. She emphasizes the importance of educated guesswork due to information volatility and the need for internal communication to demystify AI impacts. Sophia highlights the significance of diversifying and de-risking content strategies by focusing on longer-tail keywords and maintaining high-performing pages. She also stresses the value of content that adds unique value beyond SEO, involving different teams for insights, and avoiding AI-generated content without quality control. Sophia's approach is rooted in transparency, collaboration, and creating genuinely helpful content that stands out from generic information.
