You might know Zapier, the connector-of-services SaaS company that is known for being a remote team and making it easy to build integrations between the services you use to run your business. We love Zapier here at Credo and even did an interview about how Zapier has grown with their cofounder Wade Foster. (Full disclosure: Credo is a paying Zapier customer. We were not compensated in any way for this audit).
Because I love Zapier, I want to help them out a bit with an SEO audit about what they can improve to continue to drive growth at their company. I’ll cover four things, similar to what I covered with Drip:
- What Zapier is and how they make money, as SEO should map to business metrics;
- Technical SEO that Zapier needs to do;
- Content marketing opportunities;
- Link audit and opportunities.
If you haven’t heard of it, Drip is an email service provider that allows you to do smart tagging and segmenting of lists to dynamically email your customers based off of their actions and how you have identified them. They’re owned by LeadPages, which is a landing page software company that helps you improve your conversions. (If you want a really interesting interview with Clay Collins, the founder of LeadPages, check out his interview with Chris Ducker here).
I am in the process of moving over to Drip from MailChimp, a change that has been long needed if I am honest. The reasons why I am moving over are better suited for another blog post once I’ve done it and used Drip for a while, but as I have been onboarding onto Drip (which is a fantastic experience by the way) I can’t help but see their site through my SEO brain and identify multiple issues that, if fixed, could really help them out with SEO.
This is the first in a series of case studies about specific companies and how they could do SEO better. I am going to look at each site holistically and recommend what I see as being the highest value changes they can make. Some of them will be audit-like and thus fixes to their current setup, and others will be forward-looking proactive changes and content to develop to help them better target terms that can drive qualified traffic that converts to their site.
I started experimenting with podcasting a few years ago. It’s taken off over the last few years, and over that course of time I’ve somehow racked up over 40 interviews (which you can find all of them here). By the numbers:
- 40 interviews
- Somewhere around 1200 minutes of content produced
I started doing video with this latest season, Season 3.
Kristan Bauer is the former Director of SEO at Zillow, former SEO at Amazon, and has worked on Google properties and some of the other largest sites on the internet as a consultant. She is also a former coworker of mine from Zillow and a brilliant SEO. In this chat we talk about getting SEO done at enterprise companies. We cover structuring SEO as a product, growth teams, how execs can best set up their companies for SEO success, and much much more.
If you are publishing content, whether for your business or as an entrepreneurial figurehead, and not capturing subscribers and email addresses then you are leaving a lot of opportunity on the table.
I’ve been an acquisition-focused marketer (SEO, content, PR) for a long time, but only really thought about it in terms of traffic to the site. When you’re hired an SEO, especially a young one, you’re focused on things like rankings and overall organic traffic.
But as I’ve been building Credo and working with other businesses still as an SEO consultant, I’ve become much more focused on what acquisition actually means.
Every business today needs to have an online presence. Whether it’s Yelp and Google My Business pages for a local business, listing pages for a real estate company, or pages tailored towards your audience for a SaaS business, you have to be findable online.
And for a lot of businesses, digital content marketing (content marketing is not just online!) makes a lot of sense. You can educate your audience, help them make better decisions about buying, and use it to build a new audience through organic traffic and link acquisition.
Content marketing can be a HUGE win for businesses that invest in it the right way.
SEMrush and Moz are two of the most popular tools in the SEO and inbound marketing world. If you’re shopping for a new tool that lets you get insight into how you’re doing with SEO, what to do next to improve, and is easy to use then you might be comparing these two.
So which one is right for you?
Both tools serve specific purposes, but they’re also quite different from each other. As I often tell people, it’s about using the right tool for the job. Not all tools are the same, and not all tools are similarly good for the tasks you need to accomplish.
Let’s look in depth at both and help you make the decision about which one is right for you.
Sometimes you need to email someone but you don’t have their email address.
Sure, you could go about tweeting at them, or DMing them, or messaging them on LinkedIn for it, but doesn’t that seem a bit counter-intuitive? If you have them there, then why not go ahead and ask your question there?
If your question needs to go via email, then there are a few great ways to find it for free and quickly.
These are my email finding ninja skills that I am sharing with you. I built links professionally for a few years and learned how to find them manually first. Now tools have replaced a lot of that work, but it can still be a fun challenge.
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I’ve been building and hosting websites since 2008, since the very beginning of my career. While trained as a front end web developer and technical writer in university, I had to learn the ropes of web hosting, servers, and more simply through trial, error, a lot of downtime, and a few wins along the way.
Brian Dean, if you don’t know him, is the founder of Backlinko. Started as an outlet for him to share what he’s learned, he’s built it into an SEO training company that allows him to travel the world and make a positive impact on the SEO world.
In this conversation, we talk about unfair advantages. Brian is a master of identifying unfair advantages and opportunities that allow him to go to the next level.
We talk about:
- How he tried a lot of different approaches (weekly posts, etc)
- How he constantly looks for how he can stand out
- Don’t skate to where the puck is going. Go to where everyone isn’t (Mark Cuban)
- The post that took him 20 hours to put together that helped him stand out in the SEO space
- Why Brian doesn’t think learning to publish constantly really helps you see success.
- How often he thinks you should publish.
- How Brian thinks about unfair advantages in business and life.
- Why publishing every day is not an unfair advantage.
- How Brian has applied the lessons he’s learned about creating high quality blog content to YouTube (he has over 100k subs with just 20 videos)
- Where he gets most of his traffic from on YouTube
- Where the sweet spot is for content – expertise + ability to do high quality content consistently
- How Brian finds new ideas for content
- Which strategy > tactics for Brian and how he focuses his company