I recently had the opportunity to attend the Neil Patel Advanced Online Content Marketing Summit, 2017. The summit lasted for three days and featured leaders in the tech industry, including speakers from Hubspot, Marketing Profs, Hello Bar, Axe Wellness, Wishpond, Buzzsumo, KISSmetrics, and many more.
The summit was packed with loads of useful information and tips that you can utilize for the best content marketing strategies.
The one session that stood out to me the most was the livestream with Neil himself. This session kicked off the marketing summit and left viewers excited for what they would learn.
During this livestream, he shared his screen with those in the online summit and demonstrated exactly how he optimizes his content for maximal SEO benefits for search engines. In this post, I will go through his tips step-by-step, so everyone can benefit from his simple yet groundbreaking advice.
Get To Know Neil Patel
Neil Patel began by introducing himself. For those who don’t know, Neil Patel is a highly successful online marketer. He is ranked by Forbes as one of the top 10 online marketing influencers in the world. He has helped many companies grow and improve their online presence.
Neil was attracted to entrepreneurship and consulting at a young age and got his first glimpse into digital marketing when he founded Crazy Egg, a software company. He made Crazy Egg profitable largely through internet marketing techniques. Neil grew his digital empire and has become one of the most important people in the field.
He holds regular summits and seminars, where he shares his own knowledge while giving other speakers the chance to share tips and tricks as well.
What Is Content Marketing?
Content marketing is a powerful means of connecting and communicating with your target audience. In short, it is a type of marketing that requires the creation and sharing of content and new information.
Content marketing uses the right words to attract leads, inform interested buyers and convert them. Content marketing can take many different forms and can range from copywriting, email marketing, social media marketing and creating web page content. Content marketing is used at all stages of the inbound marketing funnel.
Neil Patel is a respected and renowned inbound marketing master. He uses content marketing to successfully drive interest in his brands and eventually convert leads. He offers some of the best content marketing advice.
Content Marketing: A Genius At Work
Neil demonstrated a very brief glimpse into his thought process when he creates content for the web. The segment I will talk about in this post was called “A Look Into Neil Patel’s Brain: How He Does Content Marketing”
Neil was allocated an hour for this session, so everything he did was done very quickly. He went straight into his personal site via the Google Analytics platform. While sharing his screen, he toggled to reports on the Analytics home page.
Neil checked his stats on his blog posts. He reminded the audience that you should never check a blog posts’ stats until after it’s gained some form of traction. Usually, it requires 3-6 months before it really gathers traffic. After this time span, you can start to notice patterns in individual keyword searches that lead and direct viewers to your post.
Neil clicked through to the icons labeled Behaviour > Site Content > All Pages. As a beginner using Google Analytics, it was baffling to see how quickly he navigated the platform. You could tell he was intimately familiar with the tool.
After clicking All Pages, he was directed to a list of all of his site's pages. He sorted them from highest to least views. From here, he stated that you can click on a post that you want to look into further and see its individual stats.
Once noting down his top ranking content pages, Neil proceeded to navigate over to Google Search Console (formerly Google Webmaster Tools.) This is the platform he uses to see individual terms and phrases people type when they are searching for a post. From the webmaster homepage he went to Search Traffic > Search Analytics > Pages.
You will again see your top pages. Select the top ranking page you want to analyze and select Queries, sort by Impressions. Once these are selected Webmaster Tools generates all of the keywords that the page is getting traffic for.
Keywords Are Key
It is here that Neil suggested an oddly simple, yet profoundly overlooked tactic. He selected all of the keywords that were driving traffic to an individual blog post and integrated them into his original posts' content. He chose only the keywords that had the highest impressions and click through rate, to maximize chances of future searches leading to his post.
In copywriting and writing for anything online, it is well known that pages rank on Google for certain keywords. Google can effectively understand what your post is about when its crawlers see that your keyword is in particular on-page areas, like your title tag, headings, and alt text.
Some websites go overboard and include so many keywords in their content, that it becomes difficult to read and understand. This is called “keyword stuffing” and it will heavily impede your ability to rank well. Neil said that he was not suggesting keyword stuffing. He noted that you should only incorporate these new keywords if they make sense in the context of the existing content. You want your readers to experience the best content, not content filled with buzzwords.
Write Long Content
He also said that the best way to add new keywords to your existing content is by adding more content to the page or blog post itself. Most blog posts on the web range anywhere from between 300-1000 words. Neil said that a lesser known secret is that longer content ranks higher. It makes sense, that long, well researched, quality posts are ranked higher by Google.
Google wants to show readers the best possible answer to their question. So if you write long and applicable content, there is a good chance that you’ll rank higher. Neil said that the minimum word count for any blog post should be no less than 2000 words. He said in order to incorporate keywords and continually update your post, simply add additional paragraphs to your existing content, using the new keywords. This both extends your content and adds in keywords while avoiding keyword stuffing!
Neil stated that you have to continually update and rewrite parts of your content. What better way to do it than by using key terms that you know people are already using to search!
This method seems deceptively straight forward. Those of us who write for the web know that keywords are “key” but we seldom go back to our old posts to update them and revisit keywords.
Step By Step Content Marketing Recap
- Gain insight on your popular content pieces via Google Analytics
- See which pages drive the most traffic (older content, 6months+)
- Navigate to Google Webmaster Tools
- Revisit the pages you noted down in Analytics
- Look at their individual stats, most importantly, “queries”
- Sort keywords by impressions and click through rates
- Select them and input them into your original piece of content
- Expand your content pieces to over 2000 words with updated information and keywords.
Final Thoughts On The Summit
I think that Neil shared valuable and straightforward information that can dramatically improve traffic if done correctly. I am only focusing on this specific section of his summit because the amount of information covered during the summit was extensive.
If people gained anything from watching the live event, that this was one of the most important key takeaways. Neil gave a few additional tips in a live Q&A session to close the summit on the final day. In this session, he covered hundreds of guest questions.
A few additional, closing facts that really stood out to me were:
- Neil translates a lot of his websites and blog posts into multiple different languages, so they not only rank in English, they rank globally.
- Neil suggests posting a quality blog post every day to your website. If this seems excessive, you can start with once a week. He indicated that influential sites like HubSpot rank high because of the sheer amount of content their sites contain. They naturally drive traffic and interest because of how much content they have online.
- He noted that it can be difficult to predict what content will get traffic and what will be neglected online. This is partially why he emphasizes the need to write on everything and come back to posts after 6 months, to see what has traffic and what doesn't.
Neil Patel clearly knows the in's and out's of the best content writing and web optimization for content. I would highly recommend attending his future summits if you are looking to improve your marketing tactics, or simply gain new insight on the topic. If you want to learn more about content marketing, there are plenty of resources online. Don't be afraid to get started!