TLD Experimentation & Authority Building with Publishing and SEO [Podcast]

Can a website or network of websites be classified with just a few links and multiple TLDs? How about a brand created over the past few years that is indexed in Google News with a “.news” domain and Google Featured Snippets hit with a separate domain with a “.reviews” TLD?

How can this be done and what can we learn from it as SEOs?

In this episode, John Henshaw, Paramount+ SEO and Founder of Raven Tools & CoyWolf, joins me to discuss his experience building his personal publishing venture, Koi Wolf Network.

Included in our discussion are insights into what this means for the future of content publishing and SEO.

It’s a place for me to test things out about posting and get something to rate. With that being said, I would like to say that one of the most interesting things I’ve noticed over the past year in what I’ve been doing is the ability to rank content really high without any outreach or link building.– John Henshaw, 18:47

I always write in a way that emphasizes demystification. When I write, I mention an entity that can confirm to Google that this is what this thing is about.– John Henshaw, 26:13

At SEJ, we don’t do any link building. Our link building tool is our post button. – Lauren Baker, 1:04:29

[00:00] – A little about John
[06:23] Is the increase in videos and images in search results relevant?
[10:05] How did the Koi Wolf start?
[17:29] What signals have become stronger over the past year?
[18:50] – One interesting thing John noticed in the rating.
[24:16] Other koi wolf experiences.
[37:30] Reputation management tactic.
[56:07] – Has search visibility increased for professional news and review sites?
[1:01:42] – Can quality dot-com help?
[1:07:00] How John sets up his hosting.

Mentioned resources:

I think the latest algorithm update may have hit things that may have something to do with the time people spend on the content before they click back on the search result.– John Henshaw, 26:38

I definitely experiment and do things that a lot of people in our field wouldn’t consider best practice. I’ve never seen that before, or I definitely wouldn’t recommend it. But I learned from him that there are some things I would suggest or recommend now that they are not as bad as you thought they might be.– John Henshaw. 54:14

It reminds me of the Japanese concept of Kaizen. Every mountain starts with a speck of dust, okay, so Kaizen Mountain is at the thousandth degree. But you have to start with the first step, and you grow and grow slowly and slowly over time. – Lauren Baker, 50:43

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John brings an unparalleled blend of experience and expertise to the world of digital marketing and web technologies. He founded Raven Tools, which became widely used in the industry after being sold to TapClicks in 2017.

He’s also no stranger to the big screen, having worked with Fortune 500 companies throughout his career. Currently, he’s the lead SEO analyst at Paramount, where you can find him directing and overseeing streaming services for Paramount+, Pluto TV, Showtime, and CBS.

Also, as CoyWolf’s editor-in-chief, he ensures that all stories are reported with strict journalistic integrity.

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Connect with Lauren Baker, Founder of Search Engine Journal:

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