DTC672: Ranch Style SEO v.s. Skyscraper Technique

Good morning,

Google Ads announced they will implement a new data retention policy effective November 13th.

What this means: Historical data access will be limited to the past 11 years, so if you need any data prior to that cutoff, it’s time to download it now.

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Here’s what you’ll find in today’s DTC:

💡 We discuss how to get top organic search rankings in 2024 and why the Skyscraper Technique is outdated.
📈 ICYMI learn about the top email and SMS strategies to drive serious sales during BFCM.
🪴 And…why failure is just another opportunity to level up.

You’re reading this newsletter along with new subscribers from: Safety Shot, Zotabox, and Porcupine Village. 👋

Omnisend handled the boring part of analyzing millions of emails for you, so now you get to geek out over data, like:

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🤔 What’s the ideal subject line length?
🍕 Which magic words will make people actually open your email? (Spoiler: It's not "FREE PIZZA.")
🔲 How many CTAs before you’re just yelling at people? (Asking for a friend.)
📚 How long should your email be before it feels like a novel? (Less Dickens, more tweets.)
🤑 How big should the discount be to make someone actually care? (Because we all know 5% ain’t cutting it…)

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Get all these answers (and more!) on Omnisend’s easy-to-follow infographic.

Check it out, then get back to more exciting things than reading millions of emails.

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💡 Why Ranch-style SEO is Gaining Popularity

When we think of building an SEO content strategy, the skyscraper method is a common tactic.

Popularized by SEO expert Brian Dean in 2013, The Skyscraper Technique is all about creating comprehensive content pieces emphasizing link building to improve search rankings.

The idea was that marketers had to create better long-form content than other top-performing pages and gain more reputable backlinks to secure the number one spot in search results.

However, Bernard Huang, co-founder of Clearscope, argues that Skyscraper SEO is out and Ranch-style SEO is in.

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Why Ranch-style SEO is the future of content search

He explains that creating more targeted content related to the customer search journey is a much more effective SEO strategy.

Rather than focusing heavily on keywords with high search volume and building backlinks, Ranch-style SEO emphasizes content relevance plus content quality, topic relevance, and search intent.

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Ranch-style SEO also relies on firsthand experience.

While AI is excellent at scraping factual information and cobbling together an answer, it cannot replace personal anecdotes or powerful stories we tell about the inspiration behind a brand or a product.

Adding new information rather than regurgitating information from other sites is a great way to stand out and get a boost in organic search.

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The takeaway?

Rather than relying on a few select pages (your skyscrapers) to bring in traffic, the Ranch-style SEO method is less about creating a super page with all-encompassing information and more about creating shorter, targeted pieces related to the user journey.

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• The Oodie: $190k MONTHLY increase in revenue
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Want to learn how Instant Audiences can supercharge your email revenue?

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🎧 BFCM Email Strategies: What Works and What Doesn’t

In this episode of The World's Best Email and Retention Podcast we prepare for Black Friday and Cyber Monday with Pilothouse's Jordan Gordon as he dives into the email and SMS strategies that drive serious sales during the busiest time of the year.

Subscribe to TWBERP here.

We explore why consistency is your best friend when crafting Black Friday emails, and why saying “40% off” for the sixth time isn’t just okay—it’s essential.

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In this podcast, we cover:

• How to segment your audience for maximum impact: Why you should have buyer and prospect segments.
• The surprising truth about customer purchase behavior during BFCM: Learn how many BFCM emails a customer is actually opening
• Why SMS is a game changer for inbox competition: SMS should complement email campaigns, providing early access announcements and final reminders to drive sales.
• How to segment your audience for maximum impact: Separate engaged buyers from prospects and adjust frequency to maximize engagement while minimizing spam complaints.

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👉 You can listen to the full episode with Jordan here.

🌐 IN THE SOCIAL SPHERE

This is a reminder that failure is necessary if you want to succeed in the long run. Adapting to tough moments can help you grow.

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📥 Got a B2B Biz?

Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. Talk to our team to learn more.

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Have you heard our latest podcasts?

• ✅ TWBERP 3: BFCM Email Strategies That Work
• 🦁 Building A Mathematical Model That Leads To Growth Goals
• 💸 AKNF 446: The Art of Not Leaving Money on The Table
• 📧 TWBERP 2: Master Email Metrics and Measure Program Success
• 🔪 Montana Knife’s 8 Figure Product Launch Schedule
• 💪 AKNF 444: How to Maintain a Brand That Creates Tons of Content

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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Please note that items in this newsletter marked with * contain sponsored content.