🎧 On this edition of the DTC pod, we got gutsy with Connor Meakin, founder of Bluebird Provisions Bone Broth.

Bluebird Provisions is a Canada-based company that makes certified organic, slow-simmered bone broth designed to taste great and promote good health from the inside out.

In this podcast, you’ll learn why SEO is definitely not dead ❌☠️, the strategy that Connor’s used to scale to over 50K monthly unique visitors, as well as several other “greasy” SEO tactics that not many know about (and even fewer are using).

‍The Takeaways 👇

🏢 How to do Skyscraper content the right way:

A big part of Bluebird Provisions’ SEO success is investing in a long-form content strategy using skyscraper content and content clusters.

This approach has helped them scale up to 50-70K monthly unique visitors. 🚀

Here’s how it works…

They create 2-3 long-form articles per week (aka their skyscrapers). These posts are designed to target a specific keyword and answer all the possible questions associated with that keyword.

💡 Pro Tip: You can use a search tool like Ahrefs to identify potential keywords for Skyscraper posts, or if you want to do it on the cheap, use Google Search Console and look at the “People also ask” section in Google search results.

Then, they’ll write several shorter pieces (aka their cluster content) that link to the skyscraper post, which usually cover one of the questions in the skyscraper more in-depth.

They also make sure to keep the skyscraper pieces updated (at least every 6 months) so they continue to rank well over time!

🍔 “Greasy” SEO advice:

But don’t be fooled. Connor isn’t above using “greasy tactics” every now and then to boost site traffic, too.

Here are some of his best backlink hacks to try:

🔎 Write guest articles for .edu domains: For example, you can reach out to your old college and offer to write guest content for their business department (even if you didn’t graduate from it!)

🔎 HARO (Help a Reporter Out) seeding: Becoming an expert on Help a Reporter Out is getting more competitive, so why not “seed” the experts instead? Set up Google alerts to notify you when a piece in your industry comes out, and reach out to the quoted experts. Introduce yourself, tell them about your business, and offer to send them a product—no strings attached. You might be surprised where you end up getting featured next!

🔎 Publish your brand’s lifestyle photos on free stock photo websites: Do reverse image searches regularly, and email the people/sites using your image to see if they’d be willing to backlink to your site.

Such a scrappy approach to SEO. We love to see it!

💰 What Connor would do with an extra $50K:

“I would invest in a lot of TikTok creators.”

TikTok could use some more bone broth content, don’t you think?

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