Kameron Jenkins  👋

Refreshing content to reverse traffic decay? Here are some table stakes: • Improve query targeting: better answer the queries that page lost the most positions for. • If multiple pages are competing for the same query, consolidate. • Improve internal linking to that page.

Ways to give your content a competitive advantage: • Original research • Expert quotes • SERP enhancements (e.g. FAQ schema) • A unique angle/POV • Custom images What would you add?

Write a marketing horror story in 3 words or less. I'll go first: tactics before goals

The perception is that the best ICs should be promoted to people managers, but they're not the same job at all. As a manager, your job is to do the behind-the-scenes work that enables your team to shine, not to be the brightest star yourself.

Problem: content decay; the natural deterioration of content performance over time. Solution: content refreshes; updating existing content to reclaim lost organic search traffic.

When it comes to cross-functional work, approach people how you'd like to be approached: with a goal to achieve not a task to be done. Instead of being prescriptive, respect your peers' expertise -- "We need to accomplish X. How would you approach that?"

When it comes to content, outcomes should precede outputs. "we need a gated white paper" "we need leads we can nurture" Starting with desired outcomes allows you to choose the tactics that are most likely to achieve your goals.

niche tweet but maybe someone will know... does @AdobeMarketo give you the option to noindex PDFs? kinda table stakes to be able to make gated assets non-accessible in search.

broke: using your company's blog as a dumping ground for any/all updates & comms. woke: picking the appropriate channel for each unique update and formatting it for what works on that channel.

The internet would be a better place if we replaced "include keywords" with "answer questions" on our content production checklists.

Would to get as many responses as possible so I can share in my @Moz Con deck - retweets appreciated!https://twitter.com/Kammie_Jenkins/status/1392234532611366912 …

I'm not the hiring manager for this role, but if I piqued your interest, and you specifically have questions about how we might work together or what my experience at Shopify has been like thus far, please reach out!

This is a chance to work on a huge area of opportunity for our business, alongside a content team who strongly believes in the power of SEO & has strong roots in SEO, and adjacent to industry-leading SEOs like @Kevin_Indig @KyleRisley @jackson_lo & many others. (cont.)

peanut butter & jelly... batman & robin... content SEO. It's a dynamic duo, bc as a content lead, my priorities center on qualified traffic growth, & one of the best sustainable ways to do that is leverage organic search. So who's my SEO counterpart? It could be you...