Content outliers, posts that generate a disproportionately high volume of search traffic, can make the rest of your site look small fry in comparison.
These “whale” posts present several challenges. They are hard to replicate, the skew reporting and they don’t convert very well, so if you don’t set expectations in your reporting, your big catch can quickly transform from a whale into a shark and bite you in the you-know-what.
Today Jimmy and I discuss how to craft better narratives around whales and put those outliers to good use for things like brand awareness and backlinks.
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You can follow Devin on Twitter at @devinemily and Jimmy at @jimmy_daly.