SEO Strategy Podcast with INK CTO Alexander de Ridder

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The process of creating content that captures, keeps and converts attention into measurable transactions is broken. You start by conducting keyword research, then you create content based on that research, then you edit, re-edit, wordsmith it, add links and wait for the world to discover it. 

But what if you could optimize from inception? Our guest in this episode is Alexander De Ridder, CTO of INK, a new content performance optimization platform

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Alexander is a Belgian living in Texas, where he enjoys beautiful nature, excellent barbecue and great success with INK. For those of you who didn’t see my previous episode with Michael Umansky, INK is a suite of AI-powered tools that help storytellers optimize their content without having to worry about technical SEO. They’ve used their own product to grow traffic at their site inkforall.com from less than 2,000 to nearly 200,000 visitors per month. 

“It’s all reproducible, and it’s been reproduced by many people who I’ve given similar information to,” says Alexander, citing the case of one INK user who grew his website from nothing to one million organic users in just ten months. He shared with us his six-step execution plan for putting together an effective SEO strategy, which you need to listen to the podcast to really understand, but here are some brief notes:

  1. FOCUS: What do I want to be known for? What am I really good at? 
  2. ORGANIZE your ideas with a mind map.
  3. RESEARCH as many keywords ideas as possible using a variety of techniques.
  4. QUALIFY the top competing sites, compile their keywords, choose those with a low level of difficulty.
  5. PROJECT an execution plan that includes workflows and realistic goals.
  6. MEASURE and optimize.

If you have content that’s disorganized, get rid of it. Remove unproductive content. “You have to measure what works and what doesn’t work. If you have entire sections that add no value, they’re siphoning off authority from the other pages,” says Alex.

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On the other hand, if your performance is a mixed bag, his advice is to take your content into INK and search engine optimize it section by section, starting with your more successful pages. Since I have the INK’s WordPress plugin installed in my site, we did a live demonstration on how to perform this, which should be very useful for those still unfamiliar with the tool. 

In terms of WordPress categories, they can be used to create content hubs (defined as sections of your site devoted to a specific topic). WordPress categories are totally fine, provided that you use only one category per hub (there can be multiple tags, though). He also recommends making content hubs very prominent on the home page, with visual elements leading to landing pages devoted to a specific hub.

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