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How TOP RANKING BRANDS Really Do SEO By @ChadPollitt & @BradleyGSmith Like & #drSEO

How Top Ranking Brands Like Moz & HubSpot Really Do SEO

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SEO has come a long way since the late 90’s. Algorithm updates and advancements in technology have made it harder and harder for brands to sculpt their search signals in order to gain maximum search engine visibility. This presentation looks at two highly visible brands and explains what they do to drive copious amounts of search traffic. The explanation just might surprise you, too. The presentation includes: · SEO – A brief history · Google’s view · How Moz and HubSpot do on-page SEO · How Moz and HubSpot do off-page SEO · How you can do it, too View the video of this presentation here: http://connect.relevance.com/webinar-how-top-ranking-brands-registration.

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Page 1: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

How TOP RANKING BRANDS

Really DoSEO

By @ChadPollitt & @BradleyGSmith

Like &

#drSEO

Page 2: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Content Promotion For Serious Content Marketers

Chad PollittVP of Marketing

317.575.8852 Extension [email protected]

Bradley SmithInbound Consultant317.575.8852 ext. [email protected]

relevance.com | @drelevance

Page 3: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Cision’s Content Marketing Suitebrought to you by

• Create & publish content to your customized social newsroom or blog

• Share your story with your followers, and pitch it to over 1.6 million media outlets and contacts

• Amplify your content, wherever it lives, on over 90k+ top publisher sites including TIME, FastCompany & CNN

• Analyze what content performs best and delivers your highest ROI with integration into Google Analytics

Page 4: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

A look at the

AGENDA:

1. SEO: A Brief History

2. Google’s View

3. How Moz & HubSpot do SEO

4. How you can do it, too

Page 5: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

SEO has come a long way since the 90’s . . .

Page 6: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Goneare the days ofSPAMMY METHODS like:

Keyword Saturation

Forum & Blog Commenting

Guest bloggingat scale

Page 7: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Caffeine Treasure Map

Those who frequently publish good content shall find the hidden treasure

Page 8: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Google Panda & Penguin

ALGORITHM UPDATE

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Panda/Penguin Treasure Map

Those who only publish rich, high-quality content cited by authoritative sites will find the hidden treasure

Page 10: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Keyword ‘Not Provided’

SSL Encryption

Page 11: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Keyword ‘Not Provided’ Treasure Map

Those who write naturally and measure organic traffic & conversions at the page level will find the hidden treasure.

Page 12: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Hummingbird

KNOWLEDGE GRAPH

Page 13: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Hummingbird Treasure Map

Those who write naturally using synonyms and normal language, while catering to mobile users, will find the hidden treasure.

X

Page 14: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

What does Google want?!

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What does Google want?!do users

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“I would concentrate on the stuff that people write, the utility that people find in it, and the amount of times that people link to it.“

-Matt Cutts

Page 17: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

“I would concentrate on the stuff that people write, the utility that people find in it, and the amount of times that people link to it.

All of those are ways that implicitly measure how relevant or important somebody is to someone else.”

-Matt Cutts

Page 18: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

“The philosophy that we’ve always had is if you make something that’s compelling then it would be much easier to get people to write about it and to link to it.”

-Matt Cutts

Page 19: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

“The philosophy that we’ve always had is if you make something that’s compelling then it would be much easier to get people to write about it and to link to it. And so a lot of people approach it from a direction that’s backwards.”

-Matt Cutts

Page 20: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

“The philosophy that we’ve always had is if you make something that’s compelling then it would be much easier to get people to write about it and to link to it. And so a lot of people approach it from a direction that’s backwards. They try to get the links first and then they want to be grandfathered in or think they will be a successful website as a result.”

-Matt Cutts

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In other words . . .WHAT USERS WANT IS MOST IMPORTANT

Page 22: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

But links to COMPELLING CONTENT that provide utility are ALSO IMPORTANT

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But links to COMPELLING CONTENT that provide utility are ALSO IMPORTANT

Google has improved at identifying and

penalizing links to content it doesn’t find to be

a compelling utility.

Page 24: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

“Okay, I’m calling it: if you’re using guest blogging as a way to gain links in 2014, you should probably stop.”

-Matt Cutts

Page 25: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

“Okay, I’m calling it: if you’re using guest blogging as a way to gain links in 2014, you should probably stop. Why? Because over time it’s become a more and more spammy practice,”

-Matt Cutts

Page 26: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

“Okay, I’m calling it: if you’re using guest blogging as a way to gain links in 2014, you should probably stop. Why? Because over time it’s become a more and more spammy practice, and if you’re doing a lot of guest blogging then you’re hanging out with really bad company.”

-Matt Cutts

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Shortly thereafter,

hundreds of brands around the world were manually penalized for guest blogging at scale.

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“A guest post is something that a fantastic author has thought deeply about, labored over, polished, put a lot of work into and then publishes on a highly reputable domain name.”

-Matt Cutts

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Dozens of the most correlated attributes for optimized search

engine visibility are mostly off-page and link related, according to

Moz.

Page 30: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

This means off-page SEO has the biggest impact on a brand’s

search engine visibility today.

Dozens of the most correlated attributes for optimized search

engine visibility are mostly off-page and link related, according to

Moz.

Page 31: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

According to Moz’s search engine correlation survey, dozens of

the most correlated attributes for optimized search engine visibility

are mostly off-page and link-related.

This means off-page SEO has the biggest impact on a brand’s

search engine visibility today.

However, links to and from content that do not provide utility

(guest blogging at scale) can do more harm than good.

Page 32: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Grow SEARCH VISIBILITY by promoting helpful contentSee how ElectricFireplacesDirect.com grew their

YOY organic traffic 22% in three months

bit.ly/22percent

Page 33: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

How Moz and HubSpot Really Do On-Page SEO(hint: it’s not rocket science)

Page 34: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

How Moz and HubSpot Really Do On-Page SEO(hint: it’s not rocket science)

Brands like Moz and HubSpot publish copious amounts of helpful content.

Page 35: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

How Moz and HubSpot Really Do On-Page SEO(hint: it’s not rocket science)

Brands like Moz and HubSpot publish copious amounts of helpful content.

Their large audiences consume, contribute to, share, comment on and cite their posts, which further helps drive up SERP relevance.

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How Moz and HubSpot Really Do On-Page SEO(some other best practices they do)

ª User-Generated Content

ª Gamification

ª Strategic Internal Linking

ª Authorship

ª Keyword Research & Optimization

ª Site Architecture

ª Metadata Conventions

ª Blogging & more

Page 37: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

How Moz and HubSpot Really Do On-Page SEO(hint: it’s not rocket science)

They’ve built up these large audiences by establishing themselves as some of the first brands in their industries to regularly publish helpful content online in the last decade.

Page 38: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

This is great for them, but most brands don’t have

an AUDIENCE OF SIGNIFICANCE to help facilitate

this level of engagement today.

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Even if a brand chooses to publish content this often, it’s

unlikely to drive the kind of search visibility those brands

experience for many years, if at all.

Page 40: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

How Moz and HubSpot Really Do Off-Page SEO

Page 41: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

How Moz and HubSpot Really Do Off-Page SEO

Their on-page content ends up driving lots of organic off-page signals today. However, that hasn’t always been the case.

Page 42: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

How Moz and HubSpot Really Do Off-Page SEO

They publish guides, studies and other forms of

advanced content that are newsworthy to the audience that consumes them.

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Moz published its Beginners Guide to SEO and regularly surveys and publishes the results of its bi-annual Search Engine Ranking Factors questionnaire.

Page 44: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Moz published its Beginners Guide to SEO and regularly surveys and publishes the results of its bi-annual Search Engine Ranking Factors questionnaire.

As a result, they are newsworthy utilities and get cited thousands of times by journalists, marketers and SEOs.

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“. . . the Beginner’s Guide to SEO and the Search Engine Ranking Factors were seminal works.”

-Rand Fishkin, Co-Founder of Moz

Page 46: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

“. . . the Beginner’s Guide to SEO and the Search Engine Ranking Factors were seminal works. They helped establish our brand, build an audience, and create credibility in the market.”

-Rand Fishkin, Co-Founder of Moz

Page 47: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

“. . . the Beginner’s Guide to SEO and the Search Engine Ranking Factors were seminal works. They helped establish our brand, build an audience, and create credibility in the market. Without them, it’s tough to imagine that Moz could be where it is today.”

-Rand Fishkin, Co-Founder of Moz

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HubSpot’s groundbreaking

grader.com tool and annual State of Inbound Marketing report are inherently useful and represents a true contribution to the marketing industry – they’re newsworthy.

Page 49: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

HubSpot also publishes hundreds of

guides, templates, tools and videos that have provided help, guidance and utility to millions of marketers around the world.

Page 50: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

“. . . grader.com has been our best performing piece of content, ever. This is based on the number of leads it generates on an ongoing basis. ”

-Dharmesh Shah, Co-Founder and CTO of HubSpot

Page 51: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

“. . . grader.com has been our best performing piece of content, ever. This is based on the number of leads it generates on an ongoing basis. Of course, like other high-impact content, building a tool does require an investment -- but when it works, it can work really well.”

-Dharmesh Shah, Co-Founder and CTO of HubSpot

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“. . . grader.com has been our best performing piece of content, ever. This is based on the number of leads it generates on an ongoing basis. Of course, like other high-impact content, building a tool does require an investment -- but when it works, it can work really well. We can trace millions of dollars of revenue over the years to grader.com.”

-Dharmesh Shah, Co-Founder and CTO of HubSpot

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Most brands don’t have this

type of inherently useful advanced content.

Page 54: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Most brands don’t have this

type of inherently useful advanced content. And if they do, their lack of audience prevents it from being seen as well as it should.

Page 55: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Marketers and PR pros need to be proactive and pitch their advanced content to media outlets and

niche industry sites to earn the coverage they deserve.

Page 56: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Understand the power ofCONTENT

PROMOTIONthrough their success story

OVER 2.8 MILLIONMEDIA IMPRESSIONS

bit.ly/content-promo

Page 57: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Here’s how you can do it, too!

Since most brands don’t have large audiences like HubSpot or Moz,

Page 58: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Here’s how you can do it, too!

Since most brands don’t have large audiences like HubSpot or Moz, it’s important to focus resources on building and growing an audience.

Page 59: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Here’s how you can do it, too!

Since most brands don’t have large audiences like HubSpot or Moz, it’s important to focus resources on building and growing an audience. This helps drive the signals Google uses to determine SERP relevance.

Page 60: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Here’s how you can do it, too!

This is done by tapping into other websites’ audiences and being inherently useful to them.

Page 61: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Here’s how you can do it, too!

This is done by tapping into other websites’ audiences and being inherently useful to them. This is also known as EARNED MEDIA.

Page 62: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

This activity is very similar to the work of traditional PR.

Page 63: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

This activity is very similar to the work of traditional PR.

Instead of pitching the media a brand or product story, pitch inherently useful advanced content.

Page 64: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

The multiple media citations can drive SIGNIFICANT

brand awareness, website traffic and conversions.

Page 65: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

These links represent some of the most powerful off-page search signals a website can EARN.

Page 66: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

These links represent some of the most powerful off-page search signals a website can EARN.

Search benefits resulting from this audience growth strategy is the tertiary benefit after referral traffic and conversions.

Page 67: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

These links represent some of the most powerful off-page search signals a website can EARN.

Search benefits resulting from this audience growth strategy is the tertiary benefit after referral traffic and conversions.

Notice the word used is “earn,” and not “build.”

Page 68: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

To have the best shot at getting content coverage and driving real marketing returns, you must follow four proven steps.

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ResearchThis is the most important step for earning media coverage and should start before the content is created.

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ResearchThis is the most important step for earning media coverage and should start before the content is created.

This helps determine what advanced content to produce, who wants to consume it, and where and who to pitch it to.

Page 71: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Creative

Create the inherently useful content and utility to pitch.

It could be an ebook, guide, study, survey results, widget or even a mobile app.

Page 72: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Promotion Based on the research from step one, marketers and PR pros should have a valuable list of media outlets, journalists and bloggers to pitch.

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Promotion Based on the research from step one, marketers and PR pros should have a valuable list of media outlets, journalists and bloggers to pitch.

Native and advertorial paid media placement can help accelerate distribution.

Page 74: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Conversion

Having a clear understanding of the GOALS OF THE CAMPAIGN and making sure its ALIGNED WITH THE BUYER JOURNEY is very important.

Page 75: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Conversion

Having a clear understanding of the GOALS OF THE CAMPAIGN and making sure its ALIGNED WITH THE BUYER JOURNEY is very important.

¿ Marketing Automation¿ Remarketing¿ Retargeting¿ Landing Page Testing¿ Email Campaigns

Page 76: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Not all brands can achieve the same type of search success that Moz and HubSpot enjoy.

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Not all brands can achieve the same type of search success that Moz and HubSpot enjoy.

Their recipe for success isn’t a mystery.

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Earning real media citations with inherently useful content is the path to optimum search engine visibility, both today and for the foreseeable future.

Not all brands can achieve the same type of search success that Moz and HubSpot enjoy.

Their recipe for success isn’t a mystery.

Page 79: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Those benefits, however, are merely tertiary to the ample volume of traffic and conversions the referring media outlets drive.

Page 80: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Cision’s Content Marketing SuiteBrought to you by:

• Create & publish content to your customized social newsroom or blog

• Share your story with your followers, and pitch it to over 1.6 million media outlets and contacts

• Amplify your content, wherever it lives, on over 90k+ top publisher sites including TIME, FastCompany & CNN

• Analyze what content performs best and delivers your highest ROI with integration into Google Analytics

Page 81: How Top Ranking Brands Like Moz & HubSpot Really Do SEO

Only 10 campaign slots remaining for Q2

bit.ly/contr-assess

@ChadPollitt’s Phone: 317-575-8852 x256