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There's more to life than great content - Matthew Barby - #SearchLeeds 2016
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Slide deck from my talk at the SearchLeeds conference in July 2016.
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There's more to life than great content - Matthew Barby - #SearchLeeds 2016
1.
@matthewbarby There’s More to
Life Than “Great Content”
2.
#SearchLeeds@matthewbarby // @HubSpot Great
content isn’t enough. “
3.
#SearchLeeds@matthewbarby // @HubSpot 2.5
million individual blog posts are published online every day.
4.
#SearchLeeds@matthewbarby // @HubSpot http://mealime.com/resources/how-to-save-money-on-groceries-ultimate-guide/
5.
#SearchLeeds@matthewbarby // @HubSpot Social
Shares: Backlinks: Linking Domains: 61 4 2
6.
#SearchLeeds@matthewbarby // @HubSpot Social
Shares: Backlinks: Linking Domains: 61 4 2
7.
#SearchLeeds@matthewbarby // @HubSpot http://www.wraxalls.co.uk/green-roofing-guide/
8.
#SearchLeeds@matthewbarby // @HubSpot Social
Shares: Backlinks: Linking Domains: 0 9 8
9.
#SearchLeeds@matthewbarby // @HubSpot Social
Shares: Backlinks: Linking Domains: 0 9 8
10.
#SearchLeeds@matthewbarby // @HubSpot Content
- Promotion = Failure
11.
#SearchLeeds@matthewbarby // @HubSpot More
links = more organic traffic
12.
#SearchLeeds@matthewbarby // @HubSpot Backlinks
matter.
13.
#SearchLeeds@matthewbarby // @HubSpot Also,
don’t neglect website architecture.
14.
#SearchLeeds@matthewbarby // @HubSpot 16% increase
in organic search traffic to the HubSpot blog… http://bit.ly/1m25hWB …from fixing the blog pagination.
15.
#SearchLeeds@matthewbarby // @HubSpot And
probably the most neglected area of SEO…
16.
#SearchLeeds@matthewbarby // @HubSpot User
experience.
17.
#SearchLeeds@matthewbarby // @HubSpot
18.
#SearchLeeds@matthewbarby // @HubSpot
19.
#SearchLeeds@matthewbarby // @HubSpot Specific
need. Search for solution. Expected experience.
20.
#SearchLeeds@matthewbarby // @HubSpot Here’s
an example…
21.
#SearchLeeds@matthewbarby // @HubSpot how
to build a shed
22.
#SearchLeeds@matthewbarby // @HubSpot Informational search
result.
23.
#SearchLeeds@matthewbarby // @HubSpot
24.
#SearchLeeds@matthewbarby // @HubSpot
25.
#SearchLeeds@matthewbarby // @HubSpot Google
cares about user experience.
26.
#SearchLeeds@matthewbarby // @HubSpot Middle
of page 2 for ‘document tracking’.
27.
#SearchLeeds@matthewbarby // @HubSpot 1
hour later…
28.
#SearchLeeds@matthewbarby // @HubSpot Google
looks at what happens after someone clicks on a search result too. This also applies to links.
29.
#SearchLeeds@matthewbarby // @HubSpot …
it’s not just Google that cares.
30.
#SearchLeeds@matthewbarby // @HubSpot Before:
“how to write a press release”
31.
#SearchLeeds@matthewbarby // @HubSpot After:
“how to write a press release”
32.
#SearchLeeds@matthewbarby // @HubSpot 0% 1% 2% 3% 4% Before
After 3.92% 1.15% Conversion rate: before vs after. #GrowWithHubSpot +240%
33.
#SearchLeeds@matthewbarby // @HubSpot Content
+ Architecture Design + User Experience + Promotion = Success
34.
#SearchLeeds@matthewbarby // @HubSpot Now
for some tactics you can use…
35.
#SearchLeeds@matthewbarby // @HubSpot 1. Content
consolidation through redirects.
36.
#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
37.
#SearchLeeds@matthewbarby // @HubSpot 30%
CTR 16% CTR 10% CTR 7% CTR 5% CTR 3% CTR
38.
#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
39.
#SearchLeeds@matthewbarby // @HubSpot Webpage
A Webpage B canonical
40.
#SearchLeeds@matthewbarby // @HubSpot Webpage
Keyword Ranking Keyword Monthly Volume Monthly Visits Webpage AB #3 20,000 2,000 Total +20%
41.
#SearchLeeds@matthewbarby // @HubSpot 1.
Find overlapping content. 2. Assess rankings, links & traffic. 3. Pick a winner & canonical (or 301 redirect).
42.
#SearchLeeds@matthewbarby // @HubSpot 2. Answering
Quora questions that your content answers.
43.
#SearchLeeds@matthewbarby // @HubSpot
44.
#SearchLeeds@matthewbarby // @HubSpot Stats
on views/followers. Related questions to use as new content ideas.
45.
#SearchLeeds@matthewbarby // @HubSpot You
can generate a lot of hyper -relevant traffic from Quora.
46.
#SearchLeeds@matthewbarby // @HubSpot 1.
Find relevant questions. 2. Script responses that add value. 3. Track any referral traffic and then scale it up.
47.
#SearchLeeds@matthewbarby // @HubSpot 3. Category
page content expanders.
48.
#SearchLeeds@matthewbarby // @HubSpot Not
a lot of original content on these pages.
49.
#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
50.
#SearchLeeds@matthewbarby // @HubSpot https://www.trafficsafetystore.com/traffic-cones From
a “traffic cones” category pages.
51.
#SearchLeeds@matthewbarby // @HubSpot Remember
to solve for user experience as well as SEO with these pages.
52.
#SearchLeeds@matthewbarby // @HubSpot 4. Sponsoring
local meetups.
53.
#SearchLeeds@matthewbarby // @HubSpot
54.
#SearchLeeds@matthewbarby // @HubSpot 1.
Find relevant meetups local to you. 2. Approach them for sponsorship. 3. Get links and a huge content research asset.
55.
#SearchLeeds@matthewbarby // @HubSpot 5. Community
hijacking.
56.
#SearchLeeds@matthewbarby // @HubSpot Here’s
an example…
57.
#SearchLeeds@matthewbarby // @HubSpot
58.
#SearchLeeds@matthewbarby // @HubSpot Hyper-relevant
links.
59.
#SearchLeeds@matthewbarby // @HubSpot
60.
#SearchLeeds@matthewbarby // @HubSpot
61.
#SearchLeeds@matthewbarby // @HubSpot Remember
that the relationship has to be mutually beneficial.
62.
@matthewbarby There’s More to
Life Than “Great Content”
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