SEO Content Marketing can be one of the most effective marketing channels for WordPress businesses, but only if done right. We do it right.
SEO Content can feel like a lucky dip: how do you know if you’re pushing content into the void, or moving the needle? Can we track rankings, sales, and show improvement?
Our industry-leading Content Growth methodology is fully-managed SEO Content that’s built to get results. We’re market-leading experts who can get you the results you need.
You’ll get an SEO Content partner you can trust to get results.
SEO Content fits how your customers buy WordPress products
Purchasing decisions in WordPress are made through education. We see two types of SEO Content working for WordPress products:
- How-tos where you educate the customer how to solve a specific WordPress problem – using your product
- Listicles where you educate the customer on the different products in a given category – and show how yours is genuinely better
These types of content let you reach the reader close to the bottom of the sales funnel, and thus you can quickly convert them to paying customers and track ROI from the content.
What ROI can I expect?
Either before you start working with us, through our Content Growth discovery, or each quarter with our keyword planning, we’ll show you the keywords and search volumes we’re targeting for you. We’ll aim to capture a portion of that traffic, and discuss this with you.
Your aim will be to capture regular monthly visitors we can convert to sales. Searches are fundamentally how your customers are making purchasing decisions, and we’ll make sure you’re there.
Searches in WordPress are dramatically increasing: in 2020 we saw a 14.0% increase in volumes of WordPress search terms:
Your specific ROI will depend on the revenue keywords that match your business. We can happily explore this with you on a discovery call.
We’ll take ownership of SEO strategy around WordPress terms
Content Growth revolves around quarterly SEO planning. We’ll make sure the content you get matches to an SEO strategy that will get you results.
We need to show Google you have Subject Matter Authority on the topics relevant to your business. Increased authority will let you access better rankings across your whole site – not just the content we produce.
You’ll get a quarterly SEO plan, built around topic clustering. We’ll identify your priority topic clusters, and show you how that month’s content connects to the cluster and aims to benefit the whole site. This involves creating both pillar content and sub-topic content, and connecting this to your topic cluster and product page(s):
We can work with your SEO/marketing team alongside other SEO priorities, or fully own your SEO strategy. Content Growth is set up to deliver on both.
Our SEO Content process is rock-solid, and gets you results
Ellipsis is a process-driven company, and our process for Content Growth is rock-solid. We create a large volume of content each month – on-time and to a very high standard – and it’s our process that supports this.
When you work with us on Content Growth, you’re getting rock-solid content from a world-class team that’s been tried-and-tested across dozens of clients and hundreds of posts.
One of the challenges of SEO Content is rankings take time, and there’s a lot of uncertainty. You can be waiting six+ months for rankings, and this creates an extremely long feedback loop. We’ve seen it all before, and we can guide you through what you should expect at each stage.
Here’s the process in detail:
1️⃣ Quarterly SEO strategy planning: identify topics and keywords which can bring in revenue.
These are your “revenue keywords”: the search terms people who are plausibly ready to make a purchase will use.
We group these by topic cluster, aiming to build out areas of Subject Matter Authority that Google will reward.
We’ll research and prioritise these for you based on a number of factors, including search volume, how difficult the term is to rank for, and search intent. These are then checked with our proprietary AI that evaluates the chance a keyword has of making sales for you.
We have experience doing this, and we’re good at it: the end result is a list of keywords we’ll target for you which can actually bring in revenue.
2️⃣ Create outlines and content that answers the searcher’s question – better than the competition.
You’ll see the Contnt Growth really kick in at this stage: we’ll create blog post outlines based on the target keywords. These are summaries which signpost everything a post which can rank highly should cover.
We use our Ellipsis FALCON AI’s Natural Language Processing to ensure your posts have excellent topic coverage, and answer all the questions a searcher plausibly has. Google rewards content like this with the top rankings.
So that you get efficient content marketing, we’ll identify the most appropriate external writers for you to work with to get these written; this is both cost effective and gives your content production whatever scale you need.
We sit between you and the external writers to ensure the writer gets an outline which enables them to write the most effective post possible for you, that this is properly edited, and then published on a regular schedule.
This ensures you get maximum value from your new posts.
3️⃣ Content promotion to ensure you reach initial readers and get good initial rankings on search engines.
This part is often overlooked: promoting your content to ensure it reaches a good set of initial readers, and search engines get the signal “this is good, it should be ranked highly!”.
Whilst it’s often overlooked, it’s also a key reason why content marketing efforts are often not effective.
You’ll get this taken care of: we’ll promote your content in the most appropriate places, most likely within the WordPress community. This includes industry newsletters, social sharing sites, and weekly roundups. We have good relationships with the people who make make and run these, and will utilise these for you.
The result is your content is seen by people, has a much better chance of ranking better, and can deliver more sales.
4️⃣ Keyword and conversion monitoring to maximise your results.
Once content is published and promoted, the work doesn’t stop! With our SEO Maintenance work, we’ll monitor how your content ranks for its target keywords, and proactively work to improve this.
Using this data we’ll often tweak content: we often add more detail on a section related to a particular keyword, for example, or make the sales pitch for your product stronger.
Your result is the results from your content marketing get better and better over time.
🗣How are you using AI to increase SEO Content performance 30%?
Ellipsis FALCON AI is our proprietary suite of AI content tools, specifically optimised for and trained on WordPress content.
We use FALCON to increase the success of your SEO Content. We see ~30% improvement in results from this. FALCON consists of a number of parts:
- Proprietary machine learning model that can predict if a keyword and title combination will get results, or not. We use this to ensure we only select the best keywords.
- Custom Natural Language Processing (NLP) for understanding topics in competing content. We use both commercial tools and in-house NLP to get the best topic coverage.
- World-class AI text generation for titles, metas, etc. We use custom GPT-3 models specifically focused on WordPress content in our process to generate options at scale. Note – we don’t use AI for writing content.
One of the most important parts of FALCON is the title generation: FALCON can take a target keyword and then generate a title that’s based on the top ranking results – and thus extremely well optimised.
It can then test those titles through our machine learning model to predict which will perform best, and it outputs the winning title.
FALCON enhances our content process. We use it on all our Content Growth projects, and we can use it to enhance your content.
How long does SEO Content take? When should I get started?
SEO Content takes time. Your time horizon should be 12+ months. We are extremely clear on this: Content Growth gives you the best chance of success with your SEO Content, but it all takes time.
Our clients range from businesses just starting with SEO Content, to huge sites with very high volumes of traffic. We’ll work with you to help you understand what you should expect at each stage. We typically see three stages:
We’ll guide you through each of these stages. The long time horizon means getting started yesterday was the best option. Failing that, today is good. As long as you have product/market fit, SEO Content works in WordPress.
Who else have you worked with?
We’ve done this successfully with clients, and we’ll only recommend going ahead if we’re confident we can do the same for you.
WordPress.com is the world-leading website platform. The marketing team wanted to improve their SEO Content results, but needed a partner who could mix content and WordPress expertise. Ellipsis fits that requirement perfectly, and we identified and are executing that SEO Content strategy:
“WordPress.com is the world-leading website platform. We wanted to improve our Content Marketing and SEO Content results, and started working with Ellipsis as we needed strategic content creators who were WordPress experts.
The Ellipsis team worked with us on creating SEO-optimized content, as well as thought-leadership content in conjunction with internal subject matter experts. Our work together was a flexible partnership, and we started seeing results in Google rankings from the first article.”Kasey Steinbrinck • Content Marketing Consultant, Automattic
Codeable is the leading WordPress development marketplace. The Codeable team knew SEO should be an opportunity for them, but they needed help identifying and executing the right strategy. The aim was to make SEO Content a major new marketing channel for Codeable. Ellipsis helped them do this:
“We knew SEO was an opportunity for us and we had an initial idea of how to approach it, but we didn’t need have the expertise in-house. Ellipsis helped us validate our approach, and then create a strategy for both technical and non-technical SEO Content.
The SEO Content strategy brought clarity on how to best maximise SEO and content to drive sales. After working with Ellipsis on the strategy, we’re now working with them on implementation to create SEO-optimised content for our site.
I’d highly recommend Ellipsis to WordPress product and service-oriented businesses!”Tina Kesova • Head of Marketing, Codeable
How do you handle working with competitors?
We don’t work with competitors 🙂 Whilst everything comes under the “WordPress” umbrella, it’s likely there are only a handful of direct competitors targeting the same revenue keywords.
The vast majority of the time there thus aren’t any issues. If you’re especially concerned about this then please let us know when you contact. Some clients past and present are listed below:
How do I proceed?
Great! Next step is to get in touch. We can discuss your content needs and take it from there. Our contact form is here.