{"id":638166,"date":"2024-09-12T17:00:00","date_gmt":"2024-09-12T14:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-drive-seo-growth-with-structure-skimmability-and-search-intent\/"},"modified":"2024-09-12T17:00:00","modified_gmt":"2024-09-12T14:00:00","slug":"how-to-drive-seo-growth-with-structure-skimmability-and-search-intent","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-drive-seo-growth-with-structure-skimmability-and-search-intent\/","title":{"rendered":"#How to drive SEO growth with structure, skimmability and search intent"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a27d212e6f6d\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a27d212e6f6d\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-drive-seo-growth-with-structure-skimmability-and-search-intent\/#This_balanced_content_strategy_that_prioritizes_both_search_intent_and_reader_engagement_helped_Semrush_achieve_21_YoY_revenue_growth\" >This balanced content strategy that prioritizes both search intent and reader engagement helped Semrush achieve 21% YoY revenue growth.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-drive-seo-growth-with-structure-skimmability-and-search-intent\/#1_Structure_Answer_search_intent_without_delaying_the_%E2%80%98time_to_value\" >1. Structure: Answer search intent without delaying the \u2018time to value\u2019<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-drive-seo-growth-with-structure-skimmability-and-search-intent\/#2_Skimmability_Provide_contextually_relevant_examples_without_interrupting_the_reading_flow\" >2. Skimmability: Provide contextually relevant examples without interrupting the reading flow<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-drive-seo-growth-with-structure-skimmability-and-search-intent\/#3_Search_intent_Focus_editing_on_reader_clarity_less_on_phrasing_or_semantic_keywords\" >3. Search intent: Focus editing on reader clarity, less on phrasing or semantic keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-drive-seo-growth-with-structure-skimmability-and-search-intent\/#A_balanced_content_strategy_delivers_evergreen_results_and_boosts_revenue\" >A balanced content strategy delivers evergreen results and boosts revenue<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"This_balanced_content_strategy_that_prioritizes_both_search_intent_and_reader_engagement_helped_Semrush_achieve_21_YoY_revenue_growth\"><\/span>This balanced content strategy that prioritizes both search intent and reader engagement helped Semrush achieve 21% YoY revenue growth.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nB2B content contains a Catch-22:<\/p>\n<ul>\n<li>You need to write for search to justify the expense to produce an evergreen asset that will grow long-term ROI, but\u2026<\/li>\n<li>You also need to write for a sophisticated audience to build credibility to ever eventually see said ROI.<\/li>\n<\/ul>\n<p>Most brands skew too far in one direction or the other.\u00a0<\/p>\n<p>Write primarily for search and you get derivative, regurgitated, copycat content that im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>tely erodes trust with discerning prospects.\u00a0<\/p>\n<p>Write only for prospects, however, and your content is ephemeral \u2013 forever relying on short-term bumps in referral traffic that get forgotten within a week.<\/p>\n<p>Semrush has somehow managed to bridge this divide for over a decade. Their year-over-year revenue was up 21% in Q1 of 2024, while growth in large customers paying $10,000 annually is also up 32% YoY.<\/p>\n<p>In this article, Semrush\u2019s Managing Editor, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/alex-lindley-50823437\">Alex Lindley<\/a>, shares how his three S <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach \u2013 structure, skimmability and search intent \u2013 can fuel SEO growth, plus helpful examples and takeaways.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-1-structure-answer-search-intent-without-delaying-the-time-to-value\"><span class=\"ez-toc-section\" id=\"1_Structure_Answer_search_intent_without_delaying_the_%E2%80%98time_to_value\"><\/span>1. Structure: Answer search intent without delaying the \u2018time to value\u2019<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Writing for search and readers is a delicate balancing act.<\/p>\n<p>On the one hand, you need to entice readers by setting up the problem and illustrating symptoms before providing alternative solutions.<\/p>\n<p>On the other hand, you need to clearly answer search intent and structure articles similar to what\u2019s already ranking so you can have a shot at evergreen traffic.<\/p>\n<p>Nowhere is this conundrum more obvious than during the editing stage. An editor might think the paragraph and phrasing is the issue, while the underlying root cause is actually a poor article structure to begin with.<\/p>\n<p>You can think of this \u201cstructure\u201d problem as twofold:<\/p>\n<ul>\n<li>You spend too much time talking (or writing) about stuff that doesn\u2019t matter, while also<\/li>\n<li>Not spending nearly enough time on the stuff that does.<\/li>\n<\/ul>\n<p>Lindley starts with classic journalism advice, structuring articles in an <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.nngroup.com\/articles\/inverted-pyramid\/\">inverted pyramid<\/a> to help increase the \u201ctime to value\u201d readers will receive.\u00a0<\/p>\n<ul>\n<li>\u201cFor content the writer is creating for SEO purposes, I always point to the inverted pyramid and\/or the bottom line up front (BLUF) framework.\u201d<\/li>\n<li>\u201cThe reason is simple: The single biggest mistake I see writers make is <strong>delaying the time to value<\/strong> by adding too much exposition before getting to the point. Delaying the time to value essentially negates any attempt you make later to address search intent because a huge number of readers won\u2019t stick with you long enough to see if you ever do get to the information they\u2019re looking for.\u201d<\/li>\n<li>\u201cI realize, however, that this approach can alienate some readers \u2013 and, importantly, writers I\u2019m working with \u2013 who prefer a bit of narrative or simply love language and writing for writing\u2019s sake. Balancing strong structure and search intent with narrative and the \u201cdelight\u201d factor is tricky, but when there\u2019s any doubt, I always recommend leaning on BLUF first and everything else second. It\u2019s the best possible approach when you\u2019re not entirely sure of the best approach.\u201d<\/li>\n<\/ul>\n<p>This advice is especially relevant for long-form B2B content.\u00a0<\/p>\n<p>The decades-old Problem, Agitate, Solution (PAS) copywriting framework helps set context. You want to provide some background commentary so the reader immediately understands and resonates with the point you\u2019re making, so that the ultimate payoff (or \u201csolution\u201d) hits that much harder.<\/p>\n<p>The problem is that you might take too long to get there.<\/p>\n<p>The trick, then, is to get in and get out \u2013 ASAP! Concision is the name of the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a>.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"477\" alt=\"Problem, agitate, solution framework\" class=\"wp-image-446473\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Problem-agitate-solution-framework.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Problem-agitate-solution-framework-600x179.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Problem-agitate-solution-framework-800x239.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Problem-agitate-solution-framework-200x60.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Problem-agitate-solution-framework-768x229.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Problem-agitate-solution-framework-1536x458.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Problem-agitate-solution-framework.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"477\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Problem-agitate-solution-framework.png.webp\" alt=\"Problem, agitate, solution framework\" class=\"wp-image-446473\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Problem-agitate-solution-framework.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Problem-agitate-solution-framework-600x179.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Problem-agitate-solution-framework-800x239.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Problem-agitate-solution-framework-200x60.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Problem-agitate-solution-framework-768x229.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Problem-agitate-solution-framework-1536x458.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Unfortunately, this isn\u2019t the only \u201cstructure\u201d issue that causes concern. <\/p>\n<p>Delaying the \u201ctime to value\u201d is increasingly common because that\u2019s how more and more \u201csearch\u201d-driven content is being structured.<\/p>\n<p>Look at the two side-by-side Investopedia examples below. Both are glossary or definition-based content, so notice the similarity in the heading structures used across each:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"566\" alt=\"Investopedia glossary examples\" class=\"wp-image-446474\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Investopedia-glossary-examples.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Investopedia-glossary-examples-600x212.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Investopedia-glossary-examples-800x283.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Investopedia-glossary-examples-200x71.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Investopedia-glossary-examples-768x272.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Investopedia-glossary-examples-1536x543.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Investopedia-glossary-examples.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"566\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Investopedia-glossary-examples.png.webp\" alt=\"Investopedia glossary examples\" class=\"wp-image-446474\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Investopedia-glossary-examples.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Investopedia-glossary-examples-600x212.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Investopedia-glossary-examples-800x283.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Investopedia-glossary-examples-200x71.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Investopedia-glossary-examples-768x272.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Investopedia-glossary-examples-1536x543.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Another way most search content falls flat is by spending too long on the initial sections of an article (the \u201cwhat is\u201d or \u201cwhy it\u2019s important\u201d sections) while not spending enough time answering the primary query behind the article.<\/p>\n<ul>\n<li>\u201cThe No. 1 biggest red flag I see with article structure is a compulsion to do the \u201cwho, what, where, why\u201d in massive sections before getting to the meat of the article,\u201d confirms Lindley.\u00a0<\/li>\n<li>\u201cFor example, you have an article titled \u2018Top SEO Tools for 2024.\u2019 Then the structure looks like this:\n<ul>\n<li>H1: Top SEO Tools for 2024\n<ul>\n<li>H2: What Are SEO Tools?<\/li>\n<li>H2: Why SEO Tools Are Important\n<ul>\n<li>H3: Reach a Broad Audience<\/li>\n<li>H3: Save on Advertising Costs<\/li>\n<li>H3: Make Data-Driven Decisions<\/li>\n<\/ul>\n<\/li>\n<li>H2: How to Choose an SEO Tool\n<ul>\n<li>H3: Consider Your Budget<\/li>\n<li>H3: Compare \u2018Must-Have\u2019 Features<\/li>\n<li>H3: Test Them<\/li>\n<\/ul>\n<\/li>\n<li>H2: 11 Best SEO Tools\n<ul>\n<li>H3: Tool 1<\/li>\n<li>Etc.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li>\u201cWe get 1,500 words or more in before we\u2019ve even gotten to the point of the article. How many readers will sit through that or even scroll that many times before they get to the part they came for? Very few.\u201d<\/li>\n<li>\u201cUnfortunately, this kind of structure is really common online. <strong>It\u2019s a search intent and time to value problem<\/strong>. And it often comes from either believing that search engines \u2018want\u2019 to see that kind of thing or feeling the need to reach a particular word count.\u201d<\/li>\n<li>\u201cBut we simply don\u2019t need to do that. In fact, we really shouldn\u2019t if we aim to keep readers engaged. If the title promises something, give that thing to the reader right away. <strong>Don\u2019t delay; don\u2019t clear your throat. Just put it front and center. And if you need to cover the tangential whys and hows, do that later on.<\/strong>\u201d<\/li>\n<\/ul>\n<p>One way to mitigate this is to structure content in briefs and outlines with predetermined word count max ranges.\u00a0<\/p>\n<p>That way, you might still want to include the \u201cwhat is\u201d section to define a topic for search intent, but then remind writers to quickly move down to spending more time (or word count) on the sections that matter most.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"607\" height=\"600\" alt=\"Content Brief Example\" class=\"wp-image-446475\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example-607x600.jpg.webp 607w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example-342x338.jpg.webp 342w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example-114x113.jpg.webp 114w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example-768x759.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example-1536x1519.jpg 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example-95x95.jpg.webp 95w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example.jpg.webp 1600w\" data-lazy-sizes=\"(max-width: 607px) 100vw, 607px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example-607x600.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"607\" height=\"600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example-607x600.jpg.webp\" alt=\"Content Brief Example\" class=\"wp-image-446475\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example-607x600.jpg.webp 607w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example-342x338.jpg.webp 342w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example-114x113.jpg.webp 114w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example-768x759.jpg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example-1536x1519.jpg 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example-95x95.jpg.webp 95w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Content-brief-Example.jpg.webp 1600w\" sizes=\"auto, (max-width: 607px) 100vw, 607px\"><\/figure>\n<\/div>\n<p>A final tip on article structure and the subheading organization underneath is <strong>parallelism. <\/strong>Here\u2019s how Lindley thinks of it:<\/p>\n<ul>\n<li>\u201cHeaders \u2013 the building blocks of article structure \u2013 should always be parallel. Listicles make an easy example. Here\u2019s the \u2018bad\u2019 way to approach it, compared with the \u2018good\u2019 one right after.\u201d<\/li>\n<li>H1: 3 Content Writing Tips\n<ul>\n<li>H2: 1) Use Short Sentences and Paragraphs<\/li>\n<li>H2: 2) Read It Out Loud Before You Publish It<\/li>\n<li><strong>H2: 3) Nailing the Search Intent (bad example)<\/strong><strong><br \/><\/strong><\/li>\n<\/ul>\n<\/li>\n<li>H1: 3 Content Writing Tips\n<ul>\n<li>H2: 1) Use Short Sentences and Paragraphs<\/li>\n<li>H2: 2) Read It Out Loud Before You Publish It<\/li>\n<li><strong>H2: 3) Nail the Search Intent (good example)<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>This last point seems small and nuanced on the surface. But as you\u2019ll see in the next section below, it actually has a huge bearing on how \u201cskimmable\u201d the content is overall and whether you\u2019re keeping the reader engaged to the end of the content.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-2-skimmability-provide-contextually-relevant-examples-without-interrupting-the-reading-flow\"><span class=\"ez-toc-section\" id=\"2_Skimmability_Provide_contextually_relevant_examples_without_interrupting_the_reading_flow\"><\/span>2. Skimmability: Provide contextually relevant examples without interrupting the reading flow<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>AI content can tell you what \u201cadvanced excel formulas\u201d are, as evidenced by this sample below:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"317\" alt=\"Advanced Excel formulas article\" class=\"wp-image-446476\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Advanced-Excel-formulas-article.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Advanced-Excel-formulas-article-600x238.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Advanced-Excel-formulas-article-200x79.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Advanced-Excel-formulas-article-768x304.jpg.webp 768w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Advanced-Excel-formulas-article.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"317\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Advanced-Excel-formulas-article.jpg.webp\" alt=\"Advanced Excel formulas article\" class=\"wp-image-446476\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Advanced-Excel-formulas-article.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Advanced-Excel-formulas-article-600x238.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Advanced-Excel-formulas-article-200x79.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Advanced-Excel-formulas-article-768x304.jpg.webp 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<\/div>\n<p>However, it\u2019ll never:<\/p>\n<ul>\n<li>Show you advanced Excel formulas.\u00a0<\/li>\n<li>Explain why they matter for who they help.<\/li>\n<li>Illustrate how to create advanced Excel formulas.\u00a0<\/li>\n<li>Put them into a usable format like a free template or tool.<\/li>\n<\/ul>\n<p>You future-proof SEO by avoiding head-on competition with what AI can do well. And instead you do what AI can\u2019t do.<\/p>\n<p>Backing up points being made in an article helps the reader visualize what you\u2019re describing and increases the credibility in your claims.\u00a0<\/p>\n<p>It also arms your content with differentiation that other publishers can\u2019t match.<\/p>\n<ul>\n<li>\u201cThe context part is often lacking in web content,\u201d explains Lindley.\u00a0<\/li>\n<li>\u201cMany web publishers will throw a faintly relevant image at the top or bottom of a section and call it done \u2013 almost as if they\u2019re working from some kind of checklist. But we need to aim for a higher level of helpfulness.\u201d<\/li>\n<\/ul>\n<p>The trouble is that knowing <strong>how<\/strong> to incorporate good examples always throws writers and editors for a loop. Thankfully, Lindley has a good framework to keep in mind:<\/p>\n<ul>\n<li><strong>\u201cConcept &gt; Context (for the image or example) &gt; Image or Example.\u201d<\/strong><\/li>\n<li>\u201cIn other words, start with the concept you\u2019re introducing. State it plainly. Then, provide context for the example or image you\u2019re about to introduce. Then include the example or image.\u201d<\/li>\n<\/ul>\n<p>The second major skimmability issue can actually be spotted well in advance, prior to ever reading a single line of the content itself.<\/p>\n<p>Go back to the overall structure again!<\/p>\n<ul>\n<li>\u201cOne skimmability problem that is easy to illustrate with examples (and highly applicable to many web writers) is when you\u2019re unable to understand what a section or article is about from just the header title(s). That\u2019s why I always look at the table of contents or stacked headers on the left side of the Google Doc before I start editing an article.\u201d\u00a0<\/li>\n<\/ul>\n<p>In other words, start by familiarizing yourself with what is being proposed, the nested information under each section, and how these sections build on top of one another to get a <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a> sense of the problems, challenges or examples that will ultimately be most appropriate later on.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1005\" alt=\"Analyze the article outline\" class=\"wp-image-446477\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-the-article-outline.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-the-article-outline-538x338.png.webp 538w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-the-article-outline-800x503.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-the-article-outline-180x113.png.webp 180w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-the-article-outline-768x482.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-the-article-outline-1536x965.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-the-article-outline.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1005\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-the-article-outline.png.webp\" alt=\"Analyze the article outline\" class=\"wp-image-446477\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-the-article-outline.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-the-article-outline-538x338.png.webp 538w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-the-article-outline-800x503.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-the-article-outline-180x113.png.webp 180w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-the-article-outline-768x482.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-the-article-outline-1536x965.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Lindley continues this example with another one:<\/p>\n<ul>\n<li>\u201cFor example, if I see the H2 \u2018Content Marketing\u2019 in an article titled \u2018Types of Digital Marketing,\u2019 I am pretty sure that section will describe how content marketing is a type of digital marketing. But if I see the H2 \u2018Fire Up Your Keyboard\u2019 in that same article, I\u2019m confused, and I know there\u2019s a problem.\u201d<\/li>\n<\/ul>\n<p>How do you know whether you (or your writers) are on the right track?\u00a0<\/p>\n<p>Again, back out of the actual paragraphs to take in the proposed article as a whole.\u00a0<\/p>\n<p>The table of contents or header structure can help, as can literally minimizing the text sizing in your browser to zoom out and consider all of the content together, like so:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"825\" height=\"877\" alt=\"Analyze article structure\" class=\"wp-image-446478\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-article-structure.png 825w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-article-structure-318x338.png.webp 318w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-article-structure-564x600.png.webp 564w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-article-structure-106x113.png.webp 106w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-article-structure-768x816.png.webp 768w\" data-lazy-sizes=\"(max-width: 825px) 100vw, 825px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-article-structure.png\"><img loading=\"lazy\" decoding=\"async\" width=\"825\" height=\"877\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-article-structure.png\" alt=\"Analyze article structure\" class=\"wp-image-446478\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-article-structure.png 825w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-article-structure-318x338.png.webp 318w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-article-structure-564x600.png.webp 564w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-article-structure-106x113.png.webp 106w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Analyze-article-structure-768x816.png.webp 768w\" sizes=\"auto, (max-width: 825px) 100vw, 825px\"><\/figure>\n<\/div>\n<p>Last but not least, here are three additional \u201cdon\u2019ts\u201d Lindley recommends following to help avoid interrupting the reading flow or risk losing the reader:<\/p>\n<ul>\n<li><strong>Don\u2019t<\/strong> make the reader squint to look for details in images that help them understand what they\u2019re looking at.\u00a0<\/li>\n<li><strong>Don\u2019t<\/strong> make them scroll back up to the paragraph text to look for help understanding what they\u2019re looking at.\u00a0<\/li>\n<li><strong>Don\u2019t<\/strong> make them read your explanation below the image or example and then go back up to the image or example to finally understand it.\u00a0<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-3-search-intent-focus-editing-on-reader-clarity-less-on-phrasing-or-semantic-keywords\"><span class=\"ez-toc-section\" id=\"3_Search_intent_Focus_editing_on_reader_clarity_less_on_phrasing_or_semantic_keywords\"><\/span>3. Search intent: Focus editing on reader clarity, less on phrasing or semantic keywords<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Over the last decade of working across hundreds of brands, I\u2019ve noticed that good writers often make bad editors and terrible content managers.<\/p>\n<p>The reason comes down to a skill set mismatch, where good writers excel at ingenuity and saying the same things in different ways, while good editors instead laser-focus on consistency and clarity.<\/p>\n<p>For example, take a look at the following \u201cedits\u201d:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"169\" alt=\"Sample article edits\" class=\"wp-image-446479\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Sample-article-edits.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Sample-article-edits-600x127.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Sample-article-edits-200x42.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Sample-article-edits-768x162.jpg.webp 768w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Sample-article-edits.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"169\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Sample-article-edits.jpg.webp\" alt=\"Sample article edits\" class=\"wp-image-446479\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Sample-article-edits.jpg.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Sample-article-edits-600x127.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Sample-article-edits-200x42.jpg.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Sample-article-edits-768x162.jpg.webp 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<\/div>\n<p>As you can tell, these are done by a good \u201cwriter,\u201d perhaps, but as an editor, it\u2019s often missing the point.<\/p>\n<p>The best editors are often akin to a coach. Their job is to sit at the intersection of the brand, the reader and search intent, then make sure to erect \u201cbumpers\u201d on each side to keep writers clear on the primary direction of <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/trip-and-travel\/\" data-internallinksmanager029f6b8e52c=\"10\" title=\"Trip &amp; Travel\" target=\"_blank\" rel=\"noopener\">travel<\/a>.<\/p>\n<ul>\n<li>\u201cThe best editors maintain a radical focus on the reader. They\u2019ll even break well-established writing rules to serve that focus,\u201d affirms Lindley.<\/li>\n<li>\u201cGetting into more specific areas of focus, editors should put structure, skimmability and search intent at the center of nearly everything they do.\u201d\u00a0<\/li>\n<li>\u201cThe other stuff \u2013 images, line edits, spelling, grammar, etc. \u2013 <strong>is<\/strong> important. But you can have all that extra stuff completely perfect and still have a bad article because you\u2019ve neglected structure, skimmability or search intent.\u201d<\/li>\n<li>\u201cThat\u2019s not to say editors shouldn\u2019t care about other concerns. They should, <strong>but if I only had 30 minutes to spend editing an article, I wouldn\u2019t change a single word before I addressed those three Ss<\/strong>.\u201d<\/li>\n<\/ul>\n<p>Lindley is also a proponent of role specialization, where \u201cstrategists focus more on keywords, distribution, and the like,\u201d while the writer can \u201cfocus on the sentence-level stuff.\u201d<\/p>\n<p>The editor might review all of these details prior to publishing, but none of them outweigh structure, skimmability and search intent.<\/p>\n<p>How do you help enforce (or reinforce) these principles in practice? Especially at scale or higher volumes across a broad team?<\/p>\n<p>The best way I\u2019ve found is to make editors track time against every article, writer, and content type. Then, set established benchmark thresholds for each.<\/p>\n<p>For example, after publishing thousands of articles each year over the past few years, we\u2019ve noticed that if editors continuously spend over an hour editing certain articles, it <em>actually<\/em> indicates:<\/p>\n<ul>\n<li>A process problem (identify underlying gaps in briefs\/templates).<\/li>\n<li>An internal documentation problem (ICP\/product positioning communicated + re-trained).<\/li>\n<li>A role\/expectations problem (editors wanna rewrite vs. edit).<\/li>\n<li>A delegation problem (editors\/content managers \u2018need to do it themselves\u2019 vs. building a systematic workflow with the first three above).<\/li>\n<\/ul>\n<p>And often <strong>not<\/strong> a \u201cwriter\u201d or \u201ceditor\u201d problem.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"612\" height=\"304\" alt=\"Editing time sucks\" class=\"wp-image-446480\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-time-sucks.jpg.webp 612w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-time-sucks-600x298.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-time-sucks-200x99.jpg.webp 200w\" data-lazy-sizes=\"(max-width: 612px) 100vw, 612px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-time-sucks.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"612\" height=\"304\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-time-sucks.jpg.webp\" alt=\"Editing time sucks\" class=\"wp-image-446480\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-time-sucks.jpg.webp 612w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-time-sucks-600x298.jpg.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-time-sucks-200x99.jpg.webp 200w\" sizes=\"auto, (max-width: 612px) 100vw, 612px\"><\/figure>\n<\/div>\n<p>Here\u2019s how to set up this internal feedback loop to make sure everyone is focused on the highest and best use of their respective times (and skills):<\/p>\n<ul>\n<li>You should have estimated editing time ranges, including caps, to edit each content type, format, or length.<\/li>\n<li>Add time tracking per article and per writer (even more true if editors are fixed cost \/ in-house \/ full-time).<\/li>\n<li>Use this baseline data to identify trends, patterns and bad habits (rewriting vs. editing).<\/li>\n<li>Force editors to flag underlying issues or gaps \u2013 not just fix surface-level issues \u2013 that should have been better spelled out, structured or illustrated for writers in preceding steps.<\/li>\n<li>Review these issues weekly to create new supporting resources to continually re-train your editorial team.<\/li>\n<\/ul>\n<p>This feedback loop has two benefits:<\/p>\n<ul>\n<li>Editors\u2019 editing-per-piece effort will drop like a rock, resulting in a better experience for them.<\/li>\n<li>It also allows editors to edit more content in the same amount of time, which is a better ROI for you.<\/li>\n<\/ul>\n<p>The end result is that more editing comments should follow Lindley\u2019s recommended three S approach, providing broad, strategic recommendations like the comment below early on \u2013 as opposed to the individual rewording of sentences at the start of this section.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"613\" alt=\"Editing note example\" class=\"wp-image-446481\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-note-example.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-note-example-600x230.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-note-example-800x307.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-note-example-200x77.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-note-example-768x294.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-note-example-1536x588.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-note-example.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"613\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-note-example.png.webp\" alt=\"Editing note example\" class=\"wp-image-446481\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-note-example.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-note-example-600x230.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-note-example-800x307.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-note-example-200x77.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-note-example-768x294.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Editing-note-example-1536x588.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-a-balanced-content-strategy-delivers-evergreen-results-and-boosts-revenue\"><span class=\"ez-toc-section\" id=\"A_balanced_content_strategy_delivers_evergreen_results_and_boosts_revenue\"><\/span>A balanced content strategy delivers evergreen results and boosts revenue<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There\u2019s a constant tension when writing for search and readers. Lean too far in either direction and the final outcome can often sacrifice one at the expense of the other.<\/p>\n<p>The trick, as with most things in life, is to lean into the gray area filled with nuance. While also avoiding knee-jerk reactions that try too hard to oversimplify.<\/p>\n<p>If you want readers to consume, engage, save, and share search-driven content, the answer isn\u2019t to start cutting important context like your introductions. Instead, you should be writing introductions that deserve to be read.<\/p>\n<p>Building your publishing process (and editing) around the three S approach are a perfect start to walking this fine line.\u00a0<\/p>\n<p>Because structure, skimmability, and search intent aren\u2019t just simple, practical guardrails for editorial teams.\u00a0<\/p>\n<p>But also the foundation behind writing marketing content that also gets evergreen results at the same time.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Brad Smith\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/10\/Brad-Smith.png.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/10\/Brad-Smith.png.webp\" alt=\"Brad Smith\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Brad Smith<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/bsmarketer\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Brad Smith owns three content marketing companies, and has been featured in publications like The New York Times, Forbes, Business Insider, and The Next Web. Each week, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/bradsmith.io\/\">he shares first-hand experience and growth strategies<\/a> behind some of the web&#8217;s fastest growing brands.                    <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/seo-growth-structure-skimmability-search-intent-446470\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This balanced content strategy that prioritizes both search intent and reader engagement helped Semrush achieve 21% YoY revenue growth. B2B content contains a Catch-22: You need to write for search to justify the expense to produce an evergreen asset that will grow long-term ROI, but\u2026 You also need to write for a sophisticated audience to&#8230;<\/p>\n","protected":false},"author":1,"featured_media":638167,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/The-power-of-structure-skimmability-and-search-intent-in-driving-SEO-growth.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78072,78070],"class_list":["post-638166","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-content","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/638166","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=638166"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/638166\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/638167"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=638166"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=638166"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=638166"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}