Scaling your content for SEO traction

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How many blogs do you publish? One per week, give or take?

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That’s about average. But what if you take a couple of weeks off here and there, perhaps things get a bit crazy at work, and you miss a few weeks or you lose your reliable freelancer and the content dries up. 

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If you’re fairly consistent, you’re adding a few dozen articles to your site each year.

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Unfortunately, that’s not enough to be seen as an authority — at least not by the search engines.

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Recently, some high-ranking figures working for Google, (the world’s largest search engine) reported that sites with only 30 articles aren’t typically seen as “authoritative”. (As highlighted in this article, from Search Engine Journal.)

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Many experts think you need 100+ pieces of content to earn the authoritative badge.

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But there are multiple factors…

If you publish for a while and stop — that affects authority.

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Another drawback of infrequent publishing is that the SERPs won’t crawl your site as often, meaning it takes more time to gain traction with each individual article you do publish.

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So, what’s the solution? Publishing lots of quality content, frequently.

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How frequently? Multiple times per week, and if you can manage it - a post every weekday.

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The two problems with bulk publishing

This need for large amounts of content to gain traction creates two primary problems:

• Where do I find keywords and topics for all of these articles?

• How do I ramp up my content production?

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At Content at Scale, we’ve faced these issues head on over the past couple of years, and with a bit of thoughtful mastery, we’ve created a solution that enables us to publish hundreds of articles each month (for both our own sites and those of our clients).

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Let’s take a look at how.

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Keyword research

To appear in a lot of searches, you need the right kind of keywords. These keywords are:

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• Low competition: This is self-explanatory, but you don’t want a lot of competitors trying to rank for “best+[product]” type keywords.

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• Informational intent: Questions are a blog's best friend. People are asking them and many of your competitors aren’t answering them.

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• Low volume: Sometimes a keyword has high volume and appears to have low competition, but in reality this isn’t the case.  The top 10 are filled with giants, like Amazon and Walmart. Low volume keywords (meaning fewer than a few hundred searches per month) are great, because there’s typically only a few people targeting these specifically.

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Ok, so where do you find these great keywords?

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Great question. We use many methods, but here are 3 of our favorite ways to find the best alternative keywords, so you’re not competing with the previously mentioned corporate giants!

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• People also ask: Do a Google search for a big money term, like “best CRM”. It would take you a long time to rank for that term, but scroll down and you’ll see the “people also ask” (related searches) section. These are similar, alternative questions, which have also been asked, by people searching for “best CRM”. These are the more attainable keywords, you could opt for.

• Answerthepublic: A great tool, which was recently acquired by Neil Patel. Just put in your main term and it will return hundreds of alternative terms which have been used to search for the same keyword (“best CRM” for example).‍

• SEMRush question search: If you have SEMRush, there’s a fantastic feature where you can enter a broad term (e.g. “CRM”) and the search function groups all of the questions together, which have been entered to search for CRM related topics. Then, you can sort these terms by complexity and number of searches.

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Use content at scale to produce full articles in minutes

Once you have a list of keywords, download it as a CSV file and then upload it into the Content at Scale app.

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In this example, we’ve uploaded a list of 49 “product marketing” related questions, using the People Also Ask method.

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Next, click the keywords you want the AI to write and click “Create 20 Posts” and Boom! The AI gets to work.

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In just a few minutes, the AI writing tool writes a full draft based on the keyword. More than that, each article includes:

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• An introduction
• Table of contents
• Subheadings (H2s and H3s)
• Numbered and bulleted lists
• Click-to-tweets (optional)
• Key takeaway sections to recap each subheadings’ content
• An FAQ section
• A conclusion
• A custom CTA you’d like included (optional)

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It’s kind of unbelievable, just how easy it really is!

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Your questions answered

1. What about plagiarism?

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For each article, you can run a plagiarism detection scan. In the event that something pops up, it’ll be highlighted in the editor to see, change or quickly delete (but it’s not an issue we’ve seen much of).

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2. Is the content any good?

The best keywords (for bulk publishing and the AI writing tool) are those that are informative. The AI thrives when answering questions.

In terms of quality, here’s a recent post.

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3. How is it different from other AI writing tools?

This is one we get asked very often. 

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• Firstly, most AI content marketing tools only use a single method of NLP (Natural Language Processing), however, we use three. This allows for more original, less repetitive content.
• Secondly, with Content at Scale you put in a keyword and get back a complete first draft of your article.  No other business provides the facility to the level we do. 
• Thirdly, we’ve developed additional features that gear toward bulk publishing and helping provide EAT content. This includes everything from key takeaways, to an optimization checklist to better serve the keywords you’re targeting.

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About the author

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Justin McGill is the Founder and CEO of Content at Scale, a rapidly growing platform that gives companies the ability to truly scale their content marketing. 

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Content at Scale built their tool for their own clients, but after seeing the power of using AI to seriously ramp up content production, they decided to launch the tool publicly. 

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So, if you’re interested in finding a ton of great keywords and having the ability to get those blogs on your site — grab a spot!

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