TMI 3 in 10 Video Series
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Issue #35
June 15, 2022

My take on the intersection of marketing + life

Hi , 👋

I’m not a big fan of significant SEO efforts.

I much prefer the email delivery of blogs and eBooks to your target market.

But, in 2022, businesses have an interest in their blog being picked up on Google based on a targeted keyword search. In fact, organic search currently drives more than 53% of all website traffic.
SEO is here to stay!

When I needed a quick 411 on SEO a few years ago, I called Chicago’s resident SEO expert Jacob Hurwith, currently the Director of Technical SEO at Recurrent Ventures. Jacob gave me a beginner’s SEO lesson at the time and today, as our featured guest on the TMI 3 in 10, he shares 3 tips for doing SEO well in 2022.

For my full 10-minute interview with Jacob, take a listen here.

Just seeking his 3 tips on SEO? Read the Cliff Notes below.

Here are Jacob’s 3 tips on doing SEO well in 2022:

1.     Google wants you to focus on E-A-T. For Google to recognize your content, it has to showcase Expertise, Authoritativeness, and Trust. You'll need to do this on your blog, category page, product page, home page and more.

Content depth and quality are most critical
in a sensitive expertise industries such as healthcare or financial services. Given specific topics, Google wants to make sure they're only showcasing the top brands and the top experts across the board.
Illustrate to your users why you're the expert in 401(k)s and why you know more than your competitors in your content.

To rank on page one, 500 words used to be okay. That's not even close anymore. For high-volume queries, you need at least 1500 words on a page to showcase that you're the expert on that topic.

2.     Focus on the user. Make sure your website provides a good UX, or user experience and is responsive on mobile and desktop. Google crawls your site from a mobile-first perspective. That means, while you may have a different layout for your desktop and mobile, even for the same URL, Google is going to judge your business based on what your mobile design looks like. So, if you have a bunch of content on your desktop version and none of that content on your mobile version, Google will not take that into their ranking consideration.

A few tips:
  • Don’t have many ads on your site
  • Don’t let ads block headers or content
  • Make it easy for a user to go from one page to another, to another, to another

3.     Focus on technical SEO items. Once you’ve done #1 and #2, it’s time to focus on technical SEO, aka make Google's life as easy as possible to crawl your site. Googlebot crawls your site to see what content you have. The following elements should be filled out for every  page on your site and should not be duplicative:

  • XML sitemaps
  • Internal linking
  • Navigations
  • Meta descriptions
  • Title tags
  • H1s

These are typically items that you cannot do yourself. Work with a developer, a product manager or product team to help implement these items.

Thank you Jacob, for your expertise and time! This was such a practical lesson with actionable take-aways.

Are you a marketing ⭐️? If so, I’d love to feature you in a future TMI 3 in 10 episode. Reply to this email and tell me about your specialty marketing focus and what you’d like to talk about.

All the best,

Stuff worth reading

ActualTech: What is content syndication for lead generation?

Forbes: How to tell compelling stories in B2B marketing.

68% of B2B marketers saw their budget rise between 2021 and 2022.

London Free Press: Maximize your reach with clever content marketing.

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