The Rankable Podcast

Building Out Your SEO-Driven Content Strategy

Featuring Jacob Clarke

In episode 111, Jacob Clarke of NerdWallet stops by for an insightful discussion exploring the key elements of a successful SEO content strategy.

Jacob shares the most important factor to prioritize in your SEO content strategy and practical tips on how to get started effectively. We discuss clear communication with stakeholders and finding the right balance.

We also explore valuable techniques for ensuring your content demonstrates experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) and the role of structured data plays in enhancing these qualities.

Episode Time Stamps

  • [0:00] Intro

  • [3:21] The Most Important Thing to Get Right in Your SEO Content Strategy

  • [5:19] How to Get Started

  • [7:43] How to Speak to Stakeholders

  • [9:13] In-house vs Agency

  • [10:27] Fluid vs Rigid Strategy

  • [12:46] Refreshing High Ranking Content

  • [15:20] How to Sell Content Internally

  • [20:23] How to Ensure E-E-A-T is Baked Into Your Content Strategy

  • [22:33] The Role of Structured Data in E-E-A-T

  • [24:16] The Future of Structured Data

  • [26:00] Rapid Fire Rankings

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This Week's guests

Jacob Clarke

Title: Organic Growth Analyst

Bio: Jacob has worked in SEO for almost five years, getting his start in agencies where he managed clients across B2B SaaS, home services, hospitality, and more. His expertise is leading content strategies that rank for the right keywords in search results. He’s currently an Organic Growth Analyst at NerdWallet, where he supports SEO strategies for the credit cards and travel verticals.



Rank your top anything:

  • Spider-Man: No Way Home

  • Avengers: Infinity War

  • Captain America: Civil War

Rank your best SEO marketing win:

Earned high-DA backlinks through creating an updated statistics page before a competitor.

Rank your top 3 SEO tools:

Rank your best SEO trick or tactic:

Looking at all the keywords a URL ranks for in the top 3 to learn total search potential of a topic, instead of just a single keyword.

Rank what you love most about SEO as an industry:

The SEO Community on LinkedIn.

Rank your top 1-3 marketers:

Rank your best SEO learning resource:

Youtube & LinkedIn

Host: Garrett Sussman

Title: Demand Generation Manager

Garrett loves SEO like the 90s loves slap bracelets.

Each week he interviews the most interesting people in the world (of SEO). When he’s not crafting content, he’s scouting the perfect ice coffee, devouring the newest graphic novels, and concocting a new recipe in the kitchen.

Get insights, stories, and strategies from a range of practitioners and executives leading the charge in SEO.

Enjoy this podcast? Check out Garrett’s video show round-up of everything search engine optimization: The SEO Weekly

Aaron Johnson

Considering AI Content?

AI generative content has gone mainstream.

Discover what that means for your business and why AI generation can be your competitive advantage in the world of content and SEO.