Aura: Quick audit for Organic Growth 🌱

I know I'm late to the party, but I'm really interested in your VP of Organic Growth position.

So I'm kind of hoping you're not too far along in the interview process because I'd really like to be considered, so much.

So I made you a mini content strategy and I was going to send it to you, but then I'm like, that's probably really overwhelming because it's quite long.

so I figured I'd just make you a quick video and go over some of my analysis, and kind of see if that piques your interest.

And then, if it does, we could have a quick phone call, or a long phone call, whatever, to kind of hear my ideas and then I could learn more about, ask, the questions I have so I could learn more about, you know, stuff I couldn't find publicly.

So I'm just going to dive right in.

Okay, so I just made a quick present.

My roadmaps kind of in notion as you can see here.

but I'm not going to dive into that because I don't want to be overwhelming.

So I made like a short presentation in canva.

I know your objectives are to maximize visibility, drive qualified traffic and enhance brand authority.

Those are all things I'm really good at.

I reviewed your website, SEO content like the digital, like all your content actually.

the digital marketing or not digital marketing, Digital Security 101 or something like that.

and then everything else I could find.

I went through every page on your website, social media channels.

I reviewed all the ones that were in your footer and then did a little bit of a deep dive into the competitive landscape.

some of the challenges I saw a lot, the content itself, SEO challenges which I'll talk about in this presentation.

Social media I won't dive into in this presentation.

authenticity, measurable results and then the audiences are a little murky.

So I went to similar web quickly and then I see you get a lot of traffic.

2.896, 2.896 million.

but that's down a little bit.

your average visitor and I obviously know, I take this with a grain of salt because it's not your actual source of truth.

Visit duration to 20, which is below average of a first page ranking result.

I believe the first page is between 3:30 and 5 minutes.

I'd have to double check that again though.

you get most of your traffic from direct, which makes me assume that that's a lot of customers and returning users.

But I can't be sure.

That's just an assumption.

Organic.

You're only getting 21.

I know I could increase that by upping the content quality paid 13%.

I also know I could improve this with your improving the paid content landing pages, referrals, only 3.8%.

That's another thing I'm pretty confident I could increase because that's something I'm really good at.

And that happens with that goes line in line with organic, display.

No comment.

Really social.

I know I could increase that too with like Instagram.

Improving the Instagram content, YouTube SEO and then engaging in Facebook groups or even acquiring a few Facebook groups.

could be like a really good play.

and then this is just email which is 0.4% which we're gonna do after we do all the top of funnel stuff.

Your top referring websites are mostly like affiliate ChatGPT is pretty cool, but like affiliate publications that you have to pay for, which kind of sucks because they're recommending all your competitors.

We could do content that's better than theirs and trustworthy, that's more like wire cutter, style and then outrank them that way.

I see you own identity guard I believe.

and maybe meet Circle, I can't remember, your breakdown of traffic.

I think YouTube comes more so from influencers, but I can't be sure.

I know you've done some like really polished campaigns, with actors and stuff like that.

Facebook.

Not sure where this is coming from because it doesn't look like your page is getting much traffic.

and then small leather, I know you're not using X much.

most of your traffic seems to be mobile.

okay, so this is where we get into the fun stuff.

I went to semrush and I'm only using the free version, so I don't have like, you know, a lot of information.

But it looks like your top.

This is your top keywords driving the most organic traffic according to SEM.

So they're all like basically branded keywords.

And then the one that isn't, you're only capturing 25% of the traffic and you're in the number one spot.

So that can be improved.

And then these ones aren't very good keywords.

They're kind of not that important because AIU overviews, people are just looking for that quick.

they're not looking to click through to anything for that.

this graph, this page is really interesting to me.

So this is your ranking keywords over time from October 2020 to September 2025.

Now what you're seeing is from October 2023 all your keywords are decreasing from 211 almost by a hundred thousand, over two years.

And while this total goes up from here to August 2024, you're the ones that are were in the top three.

7744 goes down to 3450 and then your four to 10 by another 4000.

So you're just getting more in between the 11 and 100.

And then when you go down here, I mean you're cutting almost 100,000.

But the thing that's really interesting is when I compare this with Ahrefs data, I found a similar data point which I don't have the graph for.

But the number of your organic pages published is increasing.

But the keywords you're Ranking for and the organic traffic you're receiving has decreased by a lot.

I don't remember the exact percentage.

and that actually makes total sense to me because your content is created for search engines, not humans.

So I just to make an example of what I mean by this, I took like, one of your posts.

The Cash app scams in 2025.

That idea is clearly for SEO.

And then I just kind of broke down page by page, section, by section, what was wrong with the content?

So first of all, content design is really important.

No one's going to stay on a page if it's not enjoyable to read.

And at first glance this is very cluttered.

so right here people probably aren't going to be clicking that right away.

that could easily be tested with hotjar or another analytics tool.

But it just feels like too much too soon.

If you really wanted a promo throughout the thing, you could have a sticky, bar down here that people could click out of.

That's uninvasive.

this image is not useful.

It, it hurt.

It's pretty, but like, it brings no contrast to the page and the page is already black and white.

And so this is just, this is an enjoyable.

This isn't visually appealing.

Then I get into like the actual copy itself.

While it's well written, it starts with this like, header and there's no lead.

the headline also doesn't match the text underneath, so the information sends off.

a better intro would have started with what Cash App.

a good intro wouldn't have started with what Cash App is.

It basically starts telling you what Cash App is and gives you a jargon filled definition.

maybe, a more compelling stat right here, about how much people lost to Cash App scams year over year with a chart graphic would be really good.

And then the final sentence of this first section, isn't a good transition and it's too promotional.

So people aren't going to be reading this.

You need to.

The lead needs is everything.

a floating table of contents would be really best.

and that goes back to the content design.

And again, the intro to this section is not useful.

It's just very much written for SEO.

It's fluffy and just not necessary.

Then, for each one of these example screenshots of all the different types of scams, like real screenshots, they break up the chunky walls of text and plus they rank in Google Images.

And then also people want to see it.

This is hard.

Like, this is not Easy to digest.

And they're also good for like carousels for Instagram and stuff like that.

Repurposing.

this video feels off because the video isn't about Cash app specifically.

So again, the information sends.

There's actually a ton of search volume.

When I looked in Tubebuddy for Cash app scams, nearly 50,000 searches last month alone.

And you can see like the relevant other keywords that are, happening.

So this is just saying it's a fair keyword basically for my channel, which isn't.

Isn't alive.

So that's just ignore that.

and there's also tabs in Google for this keyword for videos and short videos.

So if we did create a video and we break it up into clips for shorts, reels and TikTok and would also rank on Google.

but it would have to be less corporate and more authentic.

And, yeah, authentic, I guess, is the word I'm looking for.

Okay, so let's look at the SERPs for this keyword.

Look at all of this.

It's Reddit forums, Facebook groups.

Facebook groups are ranking Facebook news page of like a relevant news story, meaning timely original content stories.

Facebook group, Facebook news page again, another news story and then another Facebook group.

And then I looked up Zell scams Facebook, just to do another one.

The top ranking thing is I lost $500 in a Facebook marketplace.

And Zellescam four red flags.

Now that's interesting.

People want to click that meta title.

It's news, it's original story, and it's timely.

another Facebook group and then Reddit and then another Facebook group and then YouTube.

When you click through the videos, it's YouTube, TikTok, Instagram Reels, and then Facebook group, Facebook group and then an original news story by Wired, which is probably like bomb because it's Wired and they do really good investigative content.

This is all important because if we created distributable, highly distributable content, which every piece of content that is published should be highly distributable, we would be able to share it on Reddit forums, Facebook groups and all these different places and then not just have one link on the front page of Google, but all these links.

So good content.

What is it?

It's easy to distribute.

Good, content includes in depth interviews with multiple sources.

This is an example, from Ahrefs for an article I wrote.

And these are the people who were interviewed.

I don't really particularly like doing it this way.

I like making it throughout the post, but that's how they like to do it.

so to make this post really good, the Cash App scams, for instance, we'd interview people, preferably someone who's been scammed on Cash app, especially recently because it has a higher chance of ranking, especially social media posts because social media posts that rank are for timely stories, as well as digital security experts, attorneys, to tell you like what to do if you get scammed and then maybe even someone on the relevant team at Cash App, we'd also include really interesting stats and research findings.

Not only does this make the post more read worthy, but it also makes it more trustworthy to Google which is a huge ranking factor.

in the intro we'd let people know immediately what they're getting into at the top of the page by including a too long didn't read, like Business Insider and stuff that they do.

we'd also identify the experts we interviewed and all good signals to Google and it makes the reader, keep reading.

Okay, so good content starts with a great lead.

it should make readers feel pain by starting with a real scam story and some crazy stats that scare them into reading the reading more.

this also makes it very shareable and stuff to put on good social media content that could be turned into carousels if you don't.

I've been seeing carousels a lot and that's because they're actually, they're better than reels, for traction.

But I won't dive into that in this presentation.

They tell original stories, making it easy link bait.

So like we could get syndicated on cnbc, Business Insider, all these mainstream publications by creating this really good original content and then they'll want to publish it.

It'll be easy to share to Reddit and then it'll make us show up in the news tabs and forums tab and rank on the first page for Reddit and all these other social media links that are ranking on these timely keywords.

Okay, and I kind of already went into this.

So you want to have a launch, custom launch and distribution strategy for each piece of content.

And the only way to have that is to create distribution worthy content.

So that would be like syndication, the more fresh links you get, like you want to publish right away because, or launch your promotion right away because the more you do that the higher, the quicker you'll rank on Google because all these fresh signals are sending signs to Google that this is good content because there's links everywhere.

So that's why we need to like a launch strategy.

and then this is the last slide I'm going to use because I'm already probably at a lot of time.

so this was just a study released like 10 days ago by Orbit Media.

And it's basically showing the least common strategies that people use to publish blog posts are the most effective.

And it's basically everything that I just said.

You guys are publishing long blog posts, but they're, like I said, not there for SEO.

So I, yeah, so that's an important factor.

collaborate with influencers on most articles.

This is not just good for ranking and creating good content, but it's also good for making friends with influencers who will share our content on social media because they're interviewed in that piece.

Publishing multiple times per week.

This is a big one for you guys.

Using four plus images per article.

You guys are not using enough images at all.

And they need to be useful images.

Using paid promotion channels.

These should be boosted on Instagram and Facebook every time we create a really good piece of content.

and then the people who spend six plus hours per article, get the best results.

So I know that was a lot and I went really fast.

but that's basically the beginning of my analysis.

As you can see.

I went into, your Personas, your audience segments, and then social media.

I analyzed that and then I only made like an Instagram strategy blueprint.

So I hope you like what you heard and if you do, please reach out.

this isn't just exciting because of the job position, but it's also exciting because, I had personal experience, a long time ago now, but with cyberbullying and just kids being mean and, like, I remember these boys in high school created this fake Facebook profile for me and I didn't know about it, but everyone else knew it was so embarrassing and it can really make you feel horrible.

and I believe, like, the stat these days are like, nearly 30% of kids between 13 and 17 have been cyberbullied.

And, obviously that leads to poor mental health and sometimes suicide even.

so this is like a mission that I really care about.

And besides that, I used to help people clean up their reputations online and kind of learn how to.

And companies too.

Actually.

I used to use Brand Yourself, which isn't a competitor, but it's sort of in the same field.

anyway, so that's it and I'll let you go.

And thank you so much for watching and I hope to hear from you soon.