Hey good folks and happy Friday!

I haven’t slept much this week due to a terrible cough, so please send over any recs on kicking this thing if you have them!

Ok, let’s go!

The speed of production these days is wild. A recent request from product launch to content created (including video) was two hours from the request to the distribution.

To say that me and my team are tired is an understatement. But, we are working on figuring out (yet again!) new ways to work to accommodate the need for speed here (both speed and high-quality work). That’s because the data says that what we are doing is working.

What data?

Well, we look at Profound for AEO and even a good bit of SEO understanding. And we rank #1 in nearly all of our categories. In the one we most struggled with, we’ve moved from position 3 to position 2, beating out an incumbent I thought would take us much longer to win against.

I think we are making truly solid progress thanks to:

• Our fan-out query strategy, which means we produce an incredible amount of global content detailing the features and functionality of all of our products and solutions. It’s a library thousands of assets large, and we optimize them annually. Next year, we’ll move to quarterly if the tooling we’re building out holds up.

• Our video strategy, which we’ve scaled up in a year’s time. Soon, we’ll begin producing content video-first (truly!).

• Our guest authorship strategy, which has our guest authors getting their own advice fed back to them in the LLMs.

• Our human-in-the-loop strategy, which includes every asset getting one, often two, rounds of edits.

• Our localisation strategy, which grows our library by seven regions at a nearly 1:1 basis.

We really do treat our content library as a garden. And we are getting better and better, faster and faster, at pruning that garden to keep it nice, healthy, and growing.

But, I haven’t asked this community in a long time––how are y’all doing from an SEO / AEO perspective? And what questions might y’all have for me?

A NOTE ON THIS ADVICE

You do you!

One content marketer’s best practices aren’t always right for another one, though I do try to distill out the main concepts and core practices I believe everyone can benefit from. That said, you must use good judgment when deciding whether to take advice given from folks on the internet. I am an expert, and this advice comes from my direct experience, but I am not smarter than you, and I have nothing to gain or lose because of what you do.

Thank you so much for reading. Let me know what you think by replying to this email.

Very excited to be here with y’all. 

Tracey