Sharing personal professional anecdotes

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Aja recalls when the SEO industry was in a tizzy over the prediction that up to 50% of queries would be handled by voice assistants like Amazon's Alexa.

“Now, the only things I ask my Alexa for are the weather and to set a timer, so I definitely wouldn't write traditional searches off,” she says.

Expertise and authenticity matter.
As I said earlier, expert-driven content is a must for SEO-optimized content. But what should that look like? Do you just write that you're an expert in your blog post and hope for the best? No, according to Aja.

“Using the first person doesn’t automatically equal expertise,” she says. “It requires explaining why the author is uniquely positioned to give advice.”

For example, whenever I write about topics I tunisia phone number material have personal experience in, I bolster my expertise by:

Linking to my work or website
Sharing scenarios that shaped me as a marketer and content creator
So, when you‘re establishing yourself as an expert in your content, find ways to highlight your expertise. Show, don’t just tell.

Diversify your portfolio.
Like many SEOs and content marketers, you may notice some steep dips in organic traffic as the SEO landscape shifts. Trust me when I say we've been there. Fortunately, Aja says diversifying your portfolio can address the issue.

“Look for more defensible sources of demand,” she says. “For HubSpot, it's YouTube and micro apps, but it could be Substack for another company.”

Aja also says doubling down on working with creators could benefit your audience.

“It's about saying, 'If Google is really changing, then where else are we investing?'” she says.