In the ever-evolving world of SEO and online content, innovation and experimentation are key drivers of success. Jon Henshaw, SEO at Paramount+ and the visionary behind Raven Tools & CoyWolf, recently joined us to delve into his groundbreaking experience in establishing the Coywolf network. In this discussion, we explore the potential of ranking content without traditional outreach or link-building strategies, the power of disambiguation in content creation, and the future of content publishing and SEO.
A Glimpse into Jon Henshaw’s Journey
Jon Henshaw is a seasoned expert in the field of digital marketing and web technologies. He’s the founder of Raven Tools, a widely-used industry platform that was eventually acquired by TapClicks in 2017. Jon brings a unique blend of experience and knowledge to the table, having worked with Fortune 500 companies throughout his career. Today, he serves as the Principal SEO Analyst at Paramount, where he oversees and directs the SEO efforts for streaming services like Paramount+, Pluto TV, Showtime, and CBS. Additionally, as the Editor-In-Chief of CoyWolf, Jon ensures that all stories are reported with the highest journalistic integrity.
Content Evolution: The Rise of Visuals
As the digital landscape continually shifts, we pondered the relevance of increasing visual and video content in search results. Jon believes that this trend is indeed relevant and emphasized the significance of YouTube, which is becoming a powerful search engine in its own right. With Google increasingly featuring video content, incorporating visuals into your content strategy is essential for staying competitive.
The Birth of Coy Wolf
Jon shared the intriguing origins of CoyWolf. It began as an experiment, and Jon wanted to see if he could rank content highly without relying on traditional outreach or link-building tactics. This innovative approach challenges conventional SEO wisdom and has yielded fascinating results. CoyWolf showcases the power of disambiguation in content creation. When content explicitly defines and establishes entities, it becomes easier for Google to understand and rank it accurately.
The Evolution of Ranking Signals
Discussing recent developments in ranking signals, Jon highlighted an algorithm update that may consider the time users spend on content before clicking back to search results. This emphasizes the importance of engaging and valuable content that retains user attention.
Lessons from Unconventional SEO Experiments
Jon’s approach involves daring experimentation that goes beyond established best practices. While some experiments may raise eyebrows within the industry, they often yield valuable insights. Through these experiments, Jon has learned that some unconventional tactics are not as detrimental as initially thought. This underscores the idea that SEO is an evolving field where constant learning and adaptation are crucial.
The Kaizen Approach to SEO
Loren Baker, founder of Search Engine Journal, likened Jon’s approach to the Japanese concept of Kaizen. Kaizen emphasizes continuous improvement, starting from the smallest step. In SEO, it’s essential to embrace innovation and experiment with new strategies to stay ahead of the curve.
Dot-Com Quality: Does It Matter?
Jon discussed the role of top-level domains (TLDs) in SEO. While some might argue that dot-com domains hold an advantage, Jon has found success with TLDs like “.news” and “.reviews.” His experience demonstrates that a well-structured website with valuable content can rank effectively regardless of the TLD.
Behind the Scenes: Hosting Set-Up
In the final segment of the discussion, Jon shared insights into how he sets up his hosting. Hosting plays a crucial role in website performance and SEO, and Jon’s approach ensures optimal results.
In conclusion, Jon Henshaw’s journey in the world of SEO and content creation is a testament to the importance of innovation, experimentation, and adaptability in this ever-evolving field. As SEO continues to evolve, the strategies and insights gained from unconventional experiments are invaluable for staying ahead of the curve.