There's more to life than great content - Matthew Barby - #SearchLeeds 2016

@matthewbarby

There’s More to Life Than “Great

Content”

#SearchLeeds@matthewbarby // @HubSpot

Great content isn’t enough.

“


2.5 millionindividual blog posts are

published online every day.


http://mealime.com/resources/how-to-save-money-on-groceries-ultimate-guide/


Social Shares: Backlinks:

Linking Domains:

61 4 2



Linking Domains:

61 4 2


http://www.wraxalls.co.uk/green-roofing-guide/



Linking Domains:

0 9 8



Linking Domains:

0 9 8


Content - Promotion = Failure


More links = more organic

traffic


Backlinks matter.


Also, don’t neglect website architecture.


16%increase in organic search

traffic to the HubSpot blog…

http://bit.ly/1m25hWB

…from fixing the blog pagination.


And probably the most neglected area of SEO…


User experience.




Specific need.

Search for solution.

Expected experience.


Here’s an example…


how to build a shed


Informational search result.




Google cares about user experience.


Middle of page 2 for ‘document tracking’.


1 hour later…


Google looks at what happens after someone clicks on a search result too.

This also applies to links.


… it’s not just Google that cares.


Before: “how to write a press release”


After: “how to write a press release”


0%

1%

2%

3%

4%

Before After

3.92%

1.15%

Conversion rate: before vs after.

#GrowWithHubSpot

+240%


Content + Architecture Design + User Experience + Promotion = Success


Now for some tactics you can use…


1.Content consolidation

through redirects.


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


30% CTR

16% CTR

10% CTR

7% CTR

5% CTR

3% CTR


Webpage Keyword Ranking Keyword Monthly Volume Monthly Visits

Webpage A #5 20,000 1,000

Webpage B #6 20,000 600

Total 1,600


Webpage A Webpage B

canonical


Webpage Keyword Ranking Keyword Monthly Volume Monthly Visits

Webpage AB #3 20,000 2,000

Total +20%


1. Find overlapping content.

2. Assess rankings, links & traffic.

3. Pick a winner & canonical (or 301 redirect).


2.Answering Quora questions that your content answers.



Stats on views/followers.

Related questions to use as new content ideas.


You can generate a lot of

hyper -relevant traffic from Quora.


1. Find relevant questions.

2. Script responses that add value.

3. Track any referral traffic and then scale it up.


3.Category page content

expanders.


Not a lot of original content on these

pages.


Content expansion at the bottom of the page to build out more original

relevant content.

http://www.wayfair.com/Sofas-C413892.html


https://www.trafficsafetystore.com/traffic-cones

From a “traffic cones”

category pages.


Remember to solve for user experience as well as SEO with these pages.


4.Sponsoring local meetups.



1. Find relevant meetups local to you.

2. Approach them for sponsorship.

3. Get links and a huge content research asset.


5.Community hijacking.


Here’s an example…



Hyper-relevant links.




Remember that the relationship has to be mutually beneficial.

@matthewbarby

There’s More to Life Than “Great

Content”

Marketing

There's more to life than great content - Matthew Barby - #SearchLeeds 2016