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Ep 36: Crushing SEO without Backlinks with Nick Jordan from ContentDistribition.com

12 ideas de marketing sacadas de «Ep 36: Crushing SEO without Backlinks with Nick Jordan from ContentDistribition.com», de DTC Podcast. Sobre todo de…

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Los pop-ups agresivos dañan las métricas de engagement que Google rastrea

Estrategia de contenidos

Nick documenta cómo un cliente instaló un popup que aparecía 1 segundo después del landing y el bounce rate cayó instantáneamente. Al quitarlo, recuperó la métrica. Esto demuestra que los pop-ups tempranos impactan negativo en bounce rate, time on site y pages visited —todas señales que Google usa— y que cualquier cambio abrupto en esas métricas se detecta como anomalía.

uh yeah okay so every time that i've seen an aggressive pop-up that prevented the user from finding the information that they wanted uh i have seen negative results unless the user is hooked by the time they get to that opt-in and the reason is is because if you hit them in the first five seconds you ever build any trust or credibility they're gonna hit back and look for someone else that isn't asking for their email to find you know the thing they're looking for it's gonna impact your bounce rate time on site pages visited and your page is going to drop um and then when you take it off it's…

Escúchalo en el minuto 42:14

Transcribe podcasts y convierte la transcripción en contenido SEO con H2s de marca

Canales de adquisición

Nick explica cómo usar transcripciones (Rev.com, ~$60) insertando H2s con el nombre del invitado o la marca. Así cuando alguien googlea a ese invitado, el resultado que aparece es el artículo-transcripción, no solo el podcast. Es un hack rápido y económico para capturar búsquedas de marca ajena.

with this transcript is you can bring inject me because you know people are not a lot of people but my mom and other people are googling me and what you're going to do is you're going to pay rev 60 bucks or whatever you're going to get a transcript and then you want to randomly insert like h2s you know the h2 font into the content nick jordan from content distribution talks about this in this section and you just want to use you know nick jordan or content distribution or nick jordan and content distribution uh sprinkled within the content as as h2 and that's literally all we did and then we…

Escúchalo en el minuto 36:38

El brandjacking: crea contenido sobre las marcas que tu audiencia ya busca

Canales de adquisición

Cuando alguien busca 'Klaviyo pricing' o 'Mailchimp vs Klaviyo', hay miles de personas mensuales buscando información sobre las herramientas que tu audiencia usa. Si creas contenido sobre esos competidores —comparativas, reviews, best practices— en lugar de solo sobre tu producto, te posicionas en los embudos de búsqueda que ellos pagaron en crear, robando tráfico con contenido de valor.

you know when someone's searching claudio pricing what we can do is we can look and see who's ranking for that so going back to you know building your gtc audience you know you can rank for dtc podcasts but there's probably only a couple hundred people per month searching for it but there's two and a half two point two thousand people every month searching for claudio pricing and the number one ranked brand is amp jar it's not claudia it's not clavia yeah and then right under right under clavio is get out and then finlay is on digital and captera and e-commerce platforms and so when i google…

Escúchalo en el minuto 37:45

Saturar el embudo: crear contenido en cada punto del viaje de búsqueda del cliente

Canales de adquisición

Nick no segmenta por bottom of funnel: su enfoque es 'saturar el funnel' —crear contenido para cada búsqueda que hace su audiencia, desde la pregunta genérica hasta la comparativa de producto. Para proteína en polvo: 500 artículos sobre eggs, ejercicios, beneficios. La persona que busca eso es más probable compradora que la que solo busca 'comprar proteína'.

so first you have to understand is there even an opportunity to generate money from organic search and for a lot of friends it's going to be true now you know you might think that there's like a handful of keywords that you want to learn for but when i think about organic search i think about saturating the funnel how can i be everywhere my audience searches regardless if it's the top middle or bottom and that's going to require a lot of content you know if you think about something like protein powder you know there's a 500 articles you can create on how much protein is in an egg and how…

Escúchalo en el minuto 18:15

El CAC de SEO es dramáticamente menor que el de ads: contenido se compra una vez y genera permanentemente

Canales de adquisición

Nick calculó que aunque el contenido cueste cientos de miles de dólares, su coste por adquisición sigue siendo mucho menor que el de ads pagados. La diferencia clave: con ads pagas cada vez que alguien ve el contenido; con SEO, el mismo artículo genera tráfico sin coste adicional cada mes. Para un DTC con márgenes ajustados, eso cambia el EBITDA.

taking into account all the cost of the content itself yeah interesting and so it's still even at scale uh even pumping in all that if you think about it right that content just exists for you know you buy it once and it's there for all your visitors right versus an ad that you're paying every single time to serve that content to someone so even if the content costs hundreds and hundreds and hundreds of thousands of dollars uh the the cost of acquisition is still so much so much lower than you know 30 which i think what people shoot for right and dtc is they don't want to spend more than 30…

Escúchalo en el minuto 12:23

Efficiency score = tráfico total / número de páginas; los líderes del pet space tienen 170-870

Canales de adquisición

Nick define el efficiency score como la ratio entre tráfico orgánico total y número de páginas indexadas. En el sector pet, los players con más tráfico tienen un efficiency score entre 170 y 870. Doggiepedia (su site) rankeó con Domain Rating bajo y cero backlinks pero un efficiency score comparable al de competidores con millones de backlinks.

so what we're looking at is the top players in the pet space and we have the domain name we have the estimated traffic that's provided by ahrefs you have the domain rating which is like a measure of how authoritative the site is then we have the number of pages but the most important metric is the efficiency score which is basically uh you take the total number of traffic and you divide by the number of pages and what's really interesting is that there's a very narrow band of about 170 to 872. no one's generating 80 of the traffic with 20 of the pages and so when you look at it from this lens…

Escúchalo en el minuto 8:04

Clusteriza keywords por intención y crea una página por cluster con keyword principal en H1 y variaciones en H2s

Canales de adquisición

Nick muestra su herramienta propietaria que agrupa las 365.000 variaciones de búsqueda para 'airpods' en clusters de keywords que pueden rankear en la misma página. Fórmula: keyword principal en URL y H1, variaciones en H2s, structured data, listas, enlaces internos y externos. Esto elimina la decisión manual de 'qué página para qué keyword' repetida 10.000 veces.

so let's say we sell headphones buds uh we'll do uh airpod airpods so essentially what this tool does is it tells us all the ways that people are using these keywords in their searches and then it tells us how many people are making these searches and the tool is very specific so if we don't type in these minor variations uh it won't tell us the people people don't know how to spell so you want to try and get all the ways that people are searching now when we look at how many uh basically the tool is now telling us that there's 365 000 ways that people use these keywords in organic search…

Escúchalo en el minuto 19:27

Los backlinks no son la señal primaria de Google: el engagement del usuario lo es

Canales de adquisición

Nick Jordan ha crecido cuatro proyectos a más de 100K orgánicos mensuales sin construir backlinks ni ser técnico. Su hipótesis: Google —que gana $118B anuales— no puede depender de un solo factor; usa datos de engagement (time on site, bounce rate, páginas visitadas, branded searches, retornos) para determinar qué página aporta más valor al usuario. Los backlinks son una señal secundaria, no primaria.

that people think about organic searches uh backlinks um technical seo and praying to the google guides and i don't do any of those things but i've grown four projects from zero to 100 000 organics a month each one took about a year and some of those projects are now doing over 500 000 visitors a month and you know i don't know how to build backlinks i'm not very technical um and and that's because google doesn't work the way you know people think it does um so i think the biggest misconception is that people think that the world's most sophisticated big data company uses backlinks as a…

Escúchalo en el minuto 2:00

Usa internal linking estratégico: enlaza desde contenido TOFU/MOFU hacia tu landing page de conversión

Canales de adquisición

Nick propone crear contenido en el top y middle of the funnel (preguntas, comparativas, guías) que tenga enlaces internos hacia la landing page de producto. Esto comunica a Google que la página de conversión es importante para la marca, y mejora su ranking para términos de alta intención que serían imposibles de posicionar solo con backlinks.

i believe that internal links tell google that this page is important to your brand and so if if you have a lot of internal links going to one page maybe the bottom of the funnel landing page i think you tell google hey this page is really really important to my brand and so we can rank the content in the middle of the top of the funnel but we're linking back to the bottom of the funnel and we're achieving superior rankings for those those harder to rank for terms with higher intent just by internal linking i think the last thing is it goes back to user engagement metrics if you have this…

Escúchalo en el minuto 6:30

La content velocity —publicar muchas páginas— es señal de marca real para Google

Canales de adquisición

Con Google descubriendo 1B de páginas nuevas cada día, Nick sostiene que la única forma de distinguir una marca real de un sitio thin es el volumen de contenido: 12 páginas es fácil de hacer para cualquiera; 500-1000 páginas ya no. Esa masa de contenido comunica a Google que el sitio merece ser rastreado e indexado con seriedad.

couple different reasons the first is it's emote you know uh it's it's hard to publish a lot of content and google doesn't want to rank thin sites you know if you have a dozen pages you're probably not going to rank for the things that you're looking to rank for because it's very easy to create a dozen pages you know anyone can do that but when you start talking about 200 300 500 1000 pages you know that becomes very difficult and i think i think that's one part of it it's just a signal this is a real brand it's not like a random dude you know there's google discovers 100 million new pages a…

Escúchalo en el minuto 5:39

Referral traffic de micro-influencers mejora el ranking SEO de las páginas que reciben ese tráfico

Canales de adquisición

Nick detalla cómo un site de perros recibió 8.000 visitantes de Facebook (micro-influencers) y empezó a rankear orgánicamente casi inmediatamente después. La explicación: tráfico de referral cualificado y que convierte es señal de engagement que Google interpreta como validación humana de la calidad de la página.

what i've seen is that when you can jam a project with referral traffic uh it always grows a lot faster organically than when you can't and i think it goes back to google discovering a billion new pages per day you know how do you kind of know which one's valuable the user well if one's getting hella referral traffic you know they must be a real brand they must be doing something right to bring all those users through there and so i've you know i've had that uh the dog website i showed you i slammed it with 8 000 facebook visitors um and right after that it just started shooting up um i've…

Escúchalo en el minuto 0:00

El SEO aporta ~5% a top line pero impacta fuertemente el bottom line por su menor CAC

Canales de adquisición

Nick trabajó con un top-200 Shopify store: el SEO solo añadió un 5% a ingresos totales, pero añadió una cantidad significativa al bottom line porque el coste de adquisición desde búsqueda orgánica es mucho menor que desde ads. Dado que la adquisición se valora como múltiplo del EBITDA, ese 5% se multiplica en valoración.

yeah definitely so i had a conversation with the top 200 uh shopify store recently and the the truth is that they're crushing out ads like it's just hyperscale you can go from zero to like like a lot of figures very quickly and the reason they were interested in working with us is because you know all these dtc guys they rely on facebook ads but they hate it they feel like they're being held hostage to facebook uh they know that it's you know it could their constant acquisition could go up you know double tomorrow um and so they were approaching us when we scoped out the opportunity you know…

Escúchalo en el minuto 11:03

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