@matthewbarby
Theres More to Life Than Great
Content
#SearchLeeds@matthewbarby // @HubSpot
Great content isnt enough.
#SearchLeeds@matthewbarby // @HubSpot
2.5 millionindividual blog posts are
published online every day.
#SearchLeeds@matthewbarby // @HubSpot
http://mealime.com/resources/how-to-save-money-on-groceries-ultimate-guide/
#SearchLeeds@matthewbarby // @HubSpot
Social Shares: Backlinks:
Linking Domains:
61 4 2
#SearchLeeds@matthewbarby // @HubSpot
Social Shares: Backlinks:
Linking Domains:
61 4 2
#SearchLeeds@matthewbarby // @HubSpot
http://www.wraxalls.co.uk/green-roofing-guide/
#SearchLeeds@matthewbarby // @HubSpot
Social Shares: Backlinks:
Linking Domains:
0 9 8
#SearchLeeds@matthewbarby // @HubSpot
Social Shares: Backlinks:
Linking Domains:
0 9 8
#SearchLeeds@matthewbarby // @HubSpot
Content - Promotion = Failure
#SearchLeeds@matthewbarby // @HubSpot
More links = more organic
traffic
#SearchLeeds@matthewbarby // @HubSpot
Backlinks matter.
#SearchLeeds@matthewbarby // @HubSpot
Also, dont neglect website architecture.
#SearchLeeds@matthewbarby // @HubSpot
16%increase in organic search
traffic to the HubSpot blog
http://bit.ly/1m25hWB
from fixing the blog pagination.
#SearchLeeds@matthewbarby // @HubSpot
And probably the most neglected area of SEO
#SearchLeeds@matthewbarby // @HubSpot
User experience.
#SearchLeeds@matthewbarby // @HubSpot
#SearchLeeds@matthewbarby // @HubSpot
#SearchLeeds@matthewbarby // @HubSpot
Specific need.
Search for solution.
Expected experience.
#SearchLeeds@matthewbarby // @HubSpot
Heres an example
#SearchLeeds@matthewbarby // @HubSpot
how to build a shed
#SearchLeeds@matthewbarby // @HubSpot
Informational search result.
#SearchLeeds@matthewbarby // @HubSpot
#SearchLeeds@matthewbarby // @HubSpot
#SearchLeeds@matthewbarby // @HubSpot
Google cares about user experience.
#SearchLeeds@matthewbarby // @HubSpot
Middle of page 2 for document tracking.
#SearchLeeds@matthewbarby // @HubSpot
1 hour later
#SearchLeeds@matthewbarby // @HubSpot
Google looks at what happens after someone clicks on a search result too.
This also applies to links.
#SearchLeeds@matthewbarby // @HubSpot
its not just Google that cares.
#SearchLeeds@matthewbarby // @HubSpot
Before: how to write a press release
#SearchLeeds@matthewbarby // @HubSpot
After: how to write a press release
#SearchLeeds@matthewbarby // @HubSpot
0%
1%
2%
3%
4%
Before After
3.92%
1.15%
Conversion rate: before vs after.
#GrowWithHubSpot
+240
%
#SearchLeeds@matthewbarby // @HubSpot
Content + Architecture Design + User Experience + Promotion = Success
#SearchLeeds@matthewbarby // @HubSpot
Now for some tactics you can use
#SearchLeeds@matthewbarby // @HubSpot
1.Content consolidation
through redirects.
#SearchLeeds@matthewbarby // @HubSpot
Webpage A Webpage B
#5 on page 1 for keyword x #6 on page 1 for keyword x
100 linking root domains 50 linking root domains
#SearchLeeds@matthewbarby // @HubSpot
30% CTR
16% CTR
10% CTR
7% CTR
5% CTR
3% CTR
#SearchLeeds@matthewbarby // @HubSpot
Webpage Keyword Ranking Keyword Monthly Volume Monthly Visits
Webpage A #5 20,000 1,000
Webpage B #6 20,000 600
Total 1,600
#SearchLeeds@matthewbarby // @HubSpot
Webpage A Webpage B
canonical
#SearchLeeds@matthewbarby // @HubSpot
Webpage Keyword Ranking Keyword Monthly Volume Monthly Visits
Webpage AB #3 20,000 2,000
Total +20%
#SearchLeeds@matthewbarby // @HubSpot
1. Find overlapping content.
2. Assess rankings, links & traffic.
3. Pick a winner & canonical (or 301 redirect).
#SearchLeeds@matthewbarby // @HubSpot
2.Answering Quora questions that your content answers.
#SearchLeeds@matthewbarby // @HubSpot
#SearchLeeds@matthewbarby // @HubSpot
Stats on views/followers.
Related questions to use as new content ideas.
#SearchLeeds@matthewbarby // @HubSpot
You can generate a lot of
hyper -relevant traffic from Quora.
#SearchLeeds@matthewbarby // @HubSpot
1. Find relevant questions.
2. Script responses that add value.
3. Track any referral traffic and then scale it up.
#SearchLeeds@matthewbarby // @HubSpot
3.Category page content
expanders.
#SearchLeeds@matthewbarby // @HubSpot
Not a lot of original content on these
pages.
#SearchLeeds@matthewbarby // @HubSpot
Content expansion at the bottom of the page to build out more original
relevant content.
http://www.wayfair.com/Sofas-C413892.html
#SearchLeeds@matthewbarby // @HubSpot
https://www.trafficsafetystore.com/traffic-cones
From a traffic cones
category pages.
#SearchLeeds@matthewbarby // @HubSpot
Remember to solve for user experience as well as SEO with these pages.
#SearchLeeds@matthewbarby // @HubSpot
4.Sponsoring local meetups.
#SearchLeeds@matthewbarby // @HubSpot
#SearchLeeds@matthewbarby // @HubSpot
1. Find relevant meetups local to you.
2. Approach them for sponsorship.
3. Get links and a huge content research asset.
#SearchLeeds@matthewbarby // @HubSpot
5.Community hijacking.
#SearchLeeds@matthewbarby // @HubSpot
Heres an example
#SearchLeeds@matthewbarby // @HubSpot
#SearchLeeds@matthewbarby // @HubSpot
Hyper-relevant links.
#SearchLeeds@matthewbarby // @HubSpot
#SearchLeeds@matthewbarby // @HubSpot
#SearchLeeds@matthewbarby // @HubSpot
Remember that the relationship has to be mutually beneficial.
@matthewbarby
Theres More to Life Than Great
Content