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Don’t Overwhelm – Outsmart With the Right SEO Strategy

Duration - 40 minutes

Key Takeaways

  • Prioritize quality over quantity: Instead of focusing on generic keywords and creating a large amount of mediocre content, spend time to create a detailed content plan. Focus on creating high-quality content that is significantly better than what is already available.
  • Understand user intent: Google and YouTube are increasingly understanding user intent. Make sure your content aligns with what users are actually searching for.
  • Hire specialists: Instead of hiring general content creators, hire specialists or experts in your field. They may cost more, but the quality of content they produce will be significantly higher.
  • Use keyword research Tools: Use tools like HRS, most similar, super suggest, self start to find low competition keywords. Also, use these tools to find topics that lack quality content and start producing content in those areas.
  • Consistency is key: Especially for platforms like YouTube, consistency in posting high-quality content is crucial. This can lead to increased engagement and traffic.

Summary of the session

In the VWO webinar, SEO expert Anatolii Ulitovskyi shares his self-education journey in digital marketing, emphasizing the power of Google as a learning tool. He suggests typing in “guide” after any topic of interest, reading multiple articles, and watching YouTube videos to gain a comprehensive understanding. He also recommends reading books for foundational knowledge, particularly on human psychology and consumer behavior.

Anatolii stresses the importance of prioritizing learning resources based on reviews and personal needs. The webinar, hosted by Shanaz, concludes with Anatolii expressing his willingness to share more insights in future sessions.

Webinar Video

Webinar Deck

Top questions asked by the audience

  • You mentioned skipping paid marketing. How can a newly built organization make sure they're reaching a wide yet relevant audience with their organic efforts?

    You can’t be 100% sure even in paid marketing. For example, for pay-per-click, you will spend a lot of time customizing your buying persona, because it's overpriced and overwhelming. And, even there ..., you need to spend time to filter some audiences, but, with organic reach, you can get the same results, that you customize with paid marketing, but you can reach a broader audience. For example, when you get 100,000 views from one post or a video. Why not? It's a lot. You know, if you paid marketing, with the same money, you can get a few clicks. It's, it's not the same. It's not a similar view of that. I can tell that paid marketing is a great channel, but when you have strong brand recognition. If everyone knows your startup. For example, Semrush uses paid marketing, that is good, but, everyone knows of Semrush. If you start from scratch, it's not your channel. You can lose money. For example, I remember a few projects came to me and said, “We lost a lot of money. We did pay-per-click on Facebook, and Google. I told them nobody knows you. Why did you try to use these channels? Skip them, build your name, and get strong recognition. For example, even Neil Patel once told me that he doesn't use paid marketing because he’s getting this insane organic reach. You know, it depends. It always depends. For example, in paid marketing, even when you have strong brand recognition, after investing a dollar, you can get two dollars back, but it doesn't help to cover all your expenses. That means, your customers need to buy a few times, and ask a few friends to recommend your, products. You need to be 100% sure that your products are very good quality. But, when you start from scratch, you can be sure. It's better to use organic reach. And, you can't get the exact audience that you need for your products, but, the audience is much bigger. Not a few clicks. It's like a thousand people, a thousand hundred people. For example, on YouTube, LinkedIn, Facebook, or Instagram your post might be seen by many people. Yeah. It's my answer.
  • What is your take on B2B marketing? Specifically, B2B marketing, what are your suggestions and recommendations, do's, don'ts, anything that comes to mind?

    - by Karan
    You know, I think that B2B marketing is, related to B2C as well. Because you don't sell businesses. You don't sell, brands. You sell to a person who can decide to buy from you or not. It's a big mista when you, try to, cover businesses. You need to cover responsible people who make decisions on these businesses. That's why I usually even up any campaigns for, B2B. I analyze, competitors first, and, I don't try to use the same methods, or similar methods. I search for their weaknesses and think about how I can cover business-related people, decision-makers. For example, for B2B you should choose one direction. You can use outreach. If you have great products, you can promote your products with outreach. In SaaS, many companies use these methods, they reach out to people on LinkedIn or by mail, ask them to check out their products, and, get high results. If you feel that, you need to choose another direction with organic reach yet, it's perfectly fine because decision-makers, use social media, analyze content, and yes, it's a big mistake to try to, sell to businesses. Think about people Yeah. We are people human and, and robots don't decide whether to buy products or not.
  • In your 15-plus years of doing digital marketing and in your SEO journey, what are some of the common mistakes that you come across and you would warn against?

    I think I made many mistakes, as anybody else. Yeah, it's better to be honest with that because nobody knows exactly what works and it's better to test a lot. And that's okay. Elon Musk made mistakes, ... many other influencers make mistakes, because when you get failures, you can learn from them and analyze how you can go ahead. And, for example, sometimes when you analyze your competitors, you see only a picture that you can see. Your competitors can hide something, and, it's the process and actions. And, it's better to test a lot because when you don't know exactly what works, just test them. I think today, it's better to, forget about SEO methods. I often tell my customers to forget about SEO. You don't need SEO. If you think only about human, because Google serves human. When you create content, you need to serve humans. SEO only helps to optimize this content for search engines. By the way, when you optimize this content, you don't need to cure user experience as well. For example, it's better to, leave SEO methods, and techniques, and create content for a human. How you can do it? When you have a list of keywords or topics, just check out them on Google. Learn user intent, and think how you can create something better, much better. If you see in the top 10 results, articles did the question how to, or, for example, a list of products, you know, just create similar content. 10 years ago when we started our SEO journey, we didn't consider user intent. And, it worked perfectly fine because Google couldn’t recognize the user intent. Today, it's not. Google has a lot of resources to check it out. Because Google has own its competition with Bing, DuckDuckGo, and other search engines. And, think that’s what you need to do to learn user intent. Think how you can satisfy this intent. If you see that these topics are overwhelmed and many other content creators, cover them. Skip them. Forget. Okay. Okay. I can choose another topic. I usually create content when I feel that, I can bring a lot more than my competitors. I can reply to more questions. It doesn't mean that I need to create longer content. It depends, of course. But, when I feel that, information is outdated, it's a lack of quality content. And, I feel that my copywriters, it's not only by the way about copywriters. It's more about designers, content managers, and developers. It's a team, where, today, if you wanna promote on Google, you need to have a strong team who can, create this high-quality content. For example, I usually write articles about digital marketing. After this, I send this article to an editor. He can check it out and fix all mistakes, and even make great book authors, usually, if I remember correctly, have more than 6 editors when they write a book. They have 6 editors who can check out emotions. It's not only about grammar. It's more about covering mistakes. For example, users prefer content from experts than from copywriters. I can share an example. Let's imagine, your friend, got an illness, a cold flu. It doesn't matter. COVID. And, you want to help him. I'm not sure that you are interested in content from copywriters who have no experience, or education, who only, took the topic, rewrote the old content, and shared it. Today, Google can recognize this content. That's why we have this parameter. EAT - Expert, Authority, and Trust. It is better to pay for doctors who, has extensive experience and can share some value to tell more about this one. And yes, if you wanna promote on Google, you need to build your, authority trust, I mean, like, to use link building, learn user intent, and don't try to cover a lot. If you have such competition. When you have the right content strategy, marketing plan, yes, you can overcome your competitors, and, the main point is patience. Because I often see why many projects fail. They wanna get results for a few months. It takes years, you know, years. It's true. You know, you can't get results when you build your authority. Google needs to recognize that you have this authority, you have many authoritative websites in your niche, linked to you. When you create awesome content, it takes time. And, for example, sometimes I tell my clients you don't need SEO. Forget about SEO. Okay. If you have more time, if you wanna get results right now, start from social media, and get followers there, but, you know, it takes time as well. You know, patience, it's important for social media as well.
  • Should we target large-volume keywords or keywords that lack enough quality information?

    Yes. Of course. I usually search for, low competition, not, high volume. When you see that your competitors in the top 10, have low competition, you can check out these parameters with Ahrefs, Moz, Se ...mrush, and Uber Suggest, Analyze low competition, it's better to analyze, cost per click. When you see that cost per click is high and low competition in the SEO. Yep. It's a chance, you know, because that means, these keywords sell, you can get results from them. And, it’s low competition. It takes time to analyze and figure out these keywords. You need to submit your content plan. About high volume, everyone knows about this keyword. All competitors start with keyword research tools, type them, and try to get results from them. 80% of all sales come from long-tail keywords. That means it's better to choose them. It's better to analyze, what your competitors ignore. For example, if you remember Elon Musk, when he created Tesla, he didn't try to overcome. He found what all competitors ignored, and today we can see that all other car brands created their electric cars and tried to jump to this boat as well. But, at that point in time, he, got high results. And today, Tesla is the most expensive car company in the world. And, yes, just, search for your competitor’s weaknesses in SEO, and spend time. Don't try to, start tomorrow. Spend 10 days, 15 days to analyze to, create the best content plan and choose priorities.
  • Are there any books or resources or courses that you'd recommend to someone who's just starting in SEO marketing and, organic marketing.

    Oh, many courses, many courses, many books, blogs, you know, I love reading blogs. I think that everyone has their own format. I'm not a big fan of courses, but, I took a few courses as well. Google A ...nalytics and other courses. But, I like more, reading books and acting, you know, because acting brings the best knowledge ever. For example, when I wanna find a new direction, I usually go to Google and type ‘LinkedIn guide’, ‘LinkedIn marketing guide’, or ‘tutorial’ or, something similar, and read 100 articles. Simple. You don't need to pay for any courses. If you check out YouTube, you can see that these people who sell courses, don't sell secrets. You can get some secrets from them and use them to get this result. No way. For example, after reading 100 articles, I used totally different methods, but, I learned directions from others. I learned from, my competitors. I spent time to figure out what works for me. The first step, what you need to do, go to Google. Type, your keyword. If you wanna learn about Instagram, type ‘Instagram guide’. If you wanna learn about SEO, type ‘SEO guide’. Read 100 articles and you’ll get a lot of information about where you need to go next. For example, if you wanna learn more about on-page SEO, you can type ‘On-page SEO guide’ and get a lot of information. Read all of them. Go to YouTube, do the same, watch many videos and, you can learn from them. If you wanna read books, for example, I usually, start from Google as well. I type ‘best books about marketing’. Read these books. I usually read one or two books a week. I love them. This format is more for foundation. It's not about my first techniques, but when you learn, when you read books, you can get human psychology, why they buy, why they spend their, money, and change with your products, you need to convince them. You can read, all of them from books. And, you can't cover all books, all blog posts, all tutorials, and all courses, you need to choose priorities. Just, read reviews before starting to read, find your loving authors. And, from my experience, I didn't pay for education, and, I got a financial education, and today I work in digital marketing. I love these news because I can discover a lot more just, use Google. You know it's the best tool ever.


Disclaimer- Please be aware that the content below is computer-generated, so kindly disregard any potential errors or shortcomings.

Shanaz from VWO: Hey, everyone. Welcome to another session of the VWO webinar where experts in digital marketing, experimentation, data, and product share their trade tips and inspiring stories for you to learn from. I ...