Blogs are a format from the web 1.0 - so why do we still use them? Instead, we should embrace a format called "Microsite 2.0". It's much better suited for SEO - and performs better - because it follows some of the principles that are important nowadays: E-A-T, high-quality content, and guiding visitors through the user journey.
63. Part I: The problem with blogs
Part II: Microsites 2.0
Part III: How To Do It yourself
64. Microsite 2.0
Hub page
1
3
2
4
6
Article 1 Article 2 Article 3
Article 4 Article 5 Article 6
CTA
Landing
page
5
Blog
Thought leadership, news
Static topics
Text
Article
Text
Navigation
Prev Next
CTA
CTA
Author
65. 1. Identify the problem
2. List solutions
3. Create how to’s
4. Help users compare products
5. Define conversion touch points
6. Choose the right format
7. Select main query
8. Map to URLs
9. Create and Launch!
https://www.kevin-indig.com/a-better-approach-to-keyword-research-for-content-marketing/
68. 1. Identify the problem
2. List solutions
3. Create how to’s
4. Help users compare products
5. Define conversion touch points
6. Choose the right format
7. Select main query
8. Map to URLs
9. Create and Launch!
70. 1. Identify the problem
2. List solutions
3. Create how to’s
4. Help users compare products
5. Define conversion touch points
6. Choose the right format
7. Select main query
8. Map to URLs
9. Create and Launch!
71. Problem Solutions
Topic: Toothbrush 🦷
How to brush teethBrushing teeth
Floss
Medication
Diet
How to
Bad breath
1 2 3
How to floss
How diet affects
breath
How to find right
medication
4 5
72.
73.
74.
75.
76.
77. 1. Identify the problem
2. List solutions
3. Create how to’s
4. Help users compare products
5. Define conversion touch points
6. Choose the right format
7. Select main query
8. Map to URLs
9. Create and Launch!
78.
79. Problem Solutions
Topic: Toothbrush 🦷
How to brush teethBrushing teeth
Floss
Medication
Diet
How to
Bad breath
1 2 3
How to floss
How diet affects
breath
How to find right
medication
4
Comparison
5
Best toothbrushes
Best floss
Foods causing bad
breath
Best medication for
bad breath
80. 1. Identify the problem
2. List solutions
3. Create how to’s
4. Help users compare products
5. Define conversion touch points
6. Choose the right format
7. Select main query
8. Map to URLs
9. Create and Launch!
81. Problem Solutions
Topic: Toothbrush 🦷
How to brush teethBrushing teeth
Floss
Medication
Diet
How to
Bad breath
1 2 3
How to floss
How diet affects
breath
How to find right
medication
4
Comparison Conversion
5
Best toothbrushes
Best floss
Foods causing bad
breath
Best medication for
bad breath
Buy toothbrush
Buy floss
(Buy medication)
82. Problem Solutions
Topic: Toothbrush 🦷
How to brush teethBrushing teeth
Floss
Medication
Diet
How to
Bad breath
1 2 3
How to floss
How diet affects
breath
How to find right
medication
4
Comparison Conversion
5
Best toothbrushes
Best floss
Foods causing bad
breath
Best medication for
bad breath
Buy toothbrush
Buy floss
(Buy medication)
Greater Intent
Immediate Intent
83. 1. Identify the problem
2. List solutions
3. Create how to’s
4. Help users compare products
5. Define conversion touch points
6. Choose the right format
7. Select main query
8. Map to URLs
9. Create and Launch!
84.
85. Problem Solutions
Topic: Toothbrush 🦷
How to brush teethBrushing teeth
How to
Bad breath
1 2 3 4
Comparison Conversion
5
Best toothbrushes Buy toothbrush
Article
Video
Article Video
Images
List Landing Page
86. 1. Identify the problem
2. List solutions
3. Create how to’s
4. Help users compare products
5. Define conversion touch points
6. Choose the right format
7. Select main query
8. Map to URLs
9. Create and Launch!
87. Problem Solutions
Topic: Toothbrush 🦷
How to brush teethBrushing teeth
How to
Bad breath
1 2 3 4
Comparison Conversion
5
Best toothbrushes Buy toothbrush
“bad breath”
“halitosis”
“bad breath cure”
“bad breath treatment”
“how to brush teeth”
“best toothbrush”
“best electric toothbrush"
“buy toothbrush”
“buy {model}”
Article
Video
Article Video
Images
List Landing Page
88. 1. Identify the problem
2. List solutions
3. Create how to’s
4. Help users compare products
5. Define conversion touch points
6. Choose the right format
7. Select main query
8. Map to URLs
9. Create and Launch!
89. Problem Solutions
Topic: Toothbrush 🦷
How to brush teethBrushing teeth
How to
Bad breath
1 2 3 4
Comparison Conversion
5
Best toothbrushes Buy toothbrush
“bad breath”
“halitosis”
“bad breath cure”
“bad breath treatment”
“how to brush teeth”
“best toothbrush”
“best electric toothbrush"
“buy toothbrush”
“buy {model}”
Article
Video
Article Video
Images
List Landing Page
quip.com/ba
d-breath
quip.com/bad-
breath/brushing-teeth
quip.com/bad-
breath/brushing-
teeth/how-to
quip.com/toothbrushes/
best-toothbrushes
quip.com/toothbr
ushes/buy
90. 1. Identify the problem
2. List solutions
3. Create how to’s
4. Help users compare products
5. Define conversion touch points
6. Choose the right format
7. Select main query
8. Map to URLs
9. Create and Launch!
