How to figure out what to blog about next for your SEO
episode
SEO F**king What - Get Found on Google and make money from your website with practical SEO tips
7 min
2 speakers
2 chapters
transcribed 1 month ago
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Transcript generated automatically by AI and may contain errors.
What is the main topic discussed in this episode?
Hello, this is Neil Vellio, the producer of SEO Fucking WOD. This episode is a spare episode in the SEO fucking what vault of episodes that needed to be released because Nikki was a little bit busy, trickled something current. And this is all because she's currently at Hive Manchester, laughing ferociously at anyone talking about GEO. Enjoy this episode. We'll be back to normal programming very soon. Why's business?
Approach content the same way. Someone says they need a blog, they sit down and they try to think of things to write about. They come up with a vague list of topics that seem sensible. They write a few posts, posts sit there, occasionally getting a handful of visits from people who don't buy anything, and eventually the whole thing quietly dies because nobody could figure out what to write next. It doesn't have to work like that. Uh. This is SEO fucking what? I'm Nikki and I spent 30 years doing SEO. Back before it was even called SEO. Somewhere in your business right now, there's a pile of gold you haven't touched. Your customers have been telling you exactly what they want to read, exactly what questions they need answered, and exactly what problems are keeping them awake at night.
They've been doing it for years. In their reviews, in their emails, in the notes from your sales calls, in the questions they ask before they sign a contract, you just haven't been collecting it. Is the content strategy hiding in plain sight? Think about the last time a prospect got on a call with you. What did they ask? What did they say that they were worried about? What did they tell you had gone wrong before they found you? Those questions are search queries, real ones, typed into Google by real people who don't know you exist yet. When a prospect asks, how do I know if my current HR setup is actually compliant? That's a blog post. When a new client Says, I had no idea you could do that. I thought I'd have to sort that out separately.
That's a page missing from your website. When three different people in the same month ask the same question about your pricing, that's an FAQ that should already be written. It's easy to miss this when you're in the middle of running the business. The questions just feel like part of the conversation, but patterns emerge and quickly once you start paying attention.
Why do most businesses get their content strategy wrong from the start?
Where should you look? Reviews are probably one of the most underused content resources in most businesses. Not just your own reviews, your competitors' reviews too. Read them carefully, not the star ratings, the actual words people use. When someone writes, I finally feel like someone actually explained this to me in plain English, that tells you exactly what was missing before they found you. Exactly what you should be saying on your website. Testimonials are a slightly more polished version of the same thing. Strip out the flattery, look for the specific problem they mention having before they worked with you. That problem is your content. Look at sales call notes and email threads. The questions people ask before they commit are almost always the questions other.
Are Googling at 2 in the morning trying to decide whether to even pick up the phone. If you keep answering the same three questions, those questions need to be on your website before someone calls. And support queries and client emails work the same way. Every time someone asks you to explain something you assumed was obvious, that's a piece of content that doesn't exist on your site. Claire runs a small financial planning firm. She'd been trying to maintain a blog for two years with middling success, mostly writing about industry news that her clients didn't particularly care about. When she went back through six months of client inquiry emails, she found the same questions appearing over and over again.
People wanted to know what the process looked like before they committed. They worried about whether Whether their situation was too complicated. They asked about fees in a way that suggested they'd been burned before and needed reassurance.
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Chapters
2 chaptersSpeakers
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