(Another) Invitation: Free online workshop on content organization

I’ve had a long struggle with the idea of search engine optimization (SEO).

I want to ignore SEO. I’ve always wanted to. I’ve felt like SEO is the tail wagging the dog.

I’ve wanted my work to be good enough that it spreads by word of mouth alone. I’ve wanted my POV and insight to be compelling enough that the market I’m focused on beats a path to my door.

They might, if they could find my site, which they might be able to if Google could make sense of it.

That’s the problem; that’s the tension that experts who publish a lot on their own site need to navigate.

That tension, in a nutshell:

We know more about our topic than almost anyone else, so we can’t defer to Google’s keyword volume tools for guidance on content strategy, but we can’t afford to have sites that are usable only by other experts, and if we put thought into making our sites usable for those we seek to help, then Google will find our site more sensible and likely connect us with more of those who need our help.

That’s me saying that experts should think about SEO (but not rely exclusively on it, of course). But we should think about it through a particular lens, and TEI member Jim Thornton has done more than anyone else I know to craft and polish that lens.

A week or so ago, he gave a private seminar to TEI participants explaining how experts should think about content organization, and providing some really clear, simple action steps. It was 90 minutes of 🔥.

I want to do one thing that accomplishes 3 things:

  1. Helps more of y’all understand what TEI is about, and the kind of transformation that it can produce.
  2. Helps Jim get a recorded video that he can shop around to other places so he can start speaking more about his expertise.
  3. Helps YOU, if you’re also an expert wrestling with this SEO thing.

So, I’ve scheduled a free workshop. The topic is content organization for experts. You could think of it as “SEO for experts” and you’d be pretty close.

Jim will teach and run the workshop; I’ll facilitate.

We’ll meet for two hours online twice. Once on August 25, and once on September 1. Both times at 8am to 10am Mountain time (to get as much combined North American/European coverage as possible).

There are two ways you can participate. If you’re an expert with a large mess of content, you can apply for one of the 3 full-participant seats in the workshop. I need to keep this number small so that Jim can give you the kind of attention you need.

Specifically, this workshop will be most useful if you:

  • Consider yourself a domain expert
  • Have around 100 to 200 articles on your site and an email list (can be small)
  • You have a sense of your ideal audience

If you aren’t an expert blessed with a hot mess of disorganized content, then you can watch a livestream of the workshop and participate via text chat, or you can catch the recording of the livestream after the fact at https://www.twitch.tv/twitchyphilipmorgan or https://www.youtube.com/c/PhilipMorganConsultingCo.

You will learn how to:

  • Develop a process to turn your website into a useful, authoritative resource for those seeking your expertise
  • Make it easier for website visitors to find your best articles, episodes, videos
  • Improve the signals of what your content is about for Google and users alike
  • Rely on your existing knowledge of your target audience and expertise to inform organizing your content in the way that best helps your users accomplish their goals
  • Simplify hard decisions around what content to archive, consolidate, or elevate by
  • Identify your lowest hanging fruit and estimate your traffic potential from organizing your content

I’ll send out save-the-date calendar invites for the livestream later.

So again, if you’re an expert with a mess of content, you can apply for one of the 3 full-participant seats in the workshop here: https://airtable.com/shrZ35i96PeEprTUv

-P