Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SearchLove Boston 2019 - Aja Frost - How to (Aggressively) Grow Organic Traffic With a "Search Insights" Report

348 views

Published on

A look at how Aja reviewed Hubspots content strategy and turned their traffic around to produce record numbers of leads.

  • Be the first to comment

  • Be the first to like this

SearchLove Boston 2019 - Aja Frost - How to (Aggressively) Grow Organic Traffic With a "Search Insights" Report

  1. 1. How HubSpot (Aggressively) Grew Traffic With a “Search Insights” Report
  2. 2. Advantages 900K+ backlinks Brand recognition Great writers and great SEOs A ****-ton of content Disadvantages Lack of trust Different metrics SEO strategy? ¯_( )_/¯ Very little communication
  3. 3. The first “Search Insights Report”
  4. 4. Trust meter High Low
  5. 5. #1 Tie our content closely to our products #2 Recommend only the most relevant keywords; group content ideas into topic clusters #3 Identify content cannibalization, repetitive content, and evergreen posts that can be optimized #4 Help bloggers write for SEO (while maintaining high quality and creative freedom) Improving the Insights Report
  6. 6. Bridge the gap between SEO and content
  7. 7. #1: Find our topic gaps
  8. 8. Outside Online HubSpot Products HubSpot content
  9. 9. Where’s the money???
  10. 10. We needed a reset
  11. 11. List of topic gaps ● Conversion rate optimization ● Customer reviews and testimonials ● Instagram marketing ● Website development ● Design ● Sales compensation ● Customer acquisition ● YouTube marketing ● Sales strategy ● Facebook advertising ● Snapchat marketing ● Customer success ● Branding ● Google ads ● On-page SEO ● Sales ops ● Pricing strategy
  12. 12. #2: Make the list of keywords way smaller weekly schedule how to burn a cd what do I do storyboard social media management marketing to millennials
  13. 13. ! !!!
  14. 14. Why do I love thee? Let me count the ways... 1. Add up to 10 domains 2. Specify domain, subdomain, URL path, or exact URL 3. Choose “level of overlap” (1-10 of your target domains) 4. Choose ranking filter
  15. 15. Topic-specific content competitors ● “[topic cluster head keyword] + blog(s)” ● “[topic cluster head keyword] + strategy” ● “[topic cluster head keyword] + [tips, techniques, tactics, advice]” ● “[topic cluster head keyword] + guide” ● “[topic cluster head keyword] + examples”
  16. 16. !
  17. 17. 1. Topical authority 2. A rising tide lifts all boats 3. Helps you avoid redundant, overlapping content Benefits of topic-cluster strategy
  18. 18. HEAD KEYWORD MSV TYPE Conversion rate optimization 3,100 Pillar page Landing page builder 2,700 Listicle Above the fold 2,300 Concept How to create a landing page 1,500 Tutorial A/B testing tools 1,100 Listicle Micro-conversion 1,100 Concept
  19. 19. #3: Overlapping/unoptimized content
  20. 20. Four options for every post Recycle URLRecycle URL Create brand-new content under a brand-new URL Create Used for topics we’ve never created content for before
  21. 21. Four options for every post Create brand-new content under a brand-new content Create Used for topics we’ve never created content for before Recycle URLRecycle URL Refresh the content, add/expand sections, replace the images, optimize the alt text Update Used for posts that have “growth potential”: used to rank for a KW or still do but in position 10+
  22. 22. ● Add new add examples ● Swap out any outdated references ● Replace any broken links ● Update any stats older than three years ● Add a paragraph titled “How do Facebook ads work?” [snippet grab] ● Add a section with the header “Facebook ads best practices” ● Add a section with the header “Facebook ad placements” ● Change “Facebook ad examples” header to “Facebook ad templates”
  23. 23. Four options for every post Create brand-new content under a brand-new content Create Used for topics we’ve never created content for before Recycle URLRecycle URL Refresh the content, add/expand sections, replace the images, optimize the alt text Update Used for posts that have “growth potential”: used to rank for a KW or still do but in position 10+ Create brand-new content for an existing URL Recycle URL Used for low- quality/out-of- date posts on a similar or identical topic with 10+ backlinks
  24. 24. Four options for every post Create brand-new content under a brand-new content Create Used for topics we’ve never created content for before Recycle URL Refresh the content, add/expand sections, replace the images, optimize the alt text Update Used for posts that have “growth potential”: used to rank for a KW or still do but in position 10+ Create brand-new content for an existing URL Recycle URL Used for low- quality/out-of- date posts on a similar or identical topic with 10+ backlinks Take this content from X URL, add it to Y URL, and redirect X to Y Combine Used for posts that are cannibalizing each other’s traffic
  25. 25. 1+ 1 = 3
  26. 26. #4: Help the bloggers “write for SEO”
  27. 27. Trust meter High Low
  28. 28. Ch-ch-ch-changes ● SEO & Content SLA ● Monthly SEO & Content meeting ● Weekly one-on-ones ● New Slack channel for SEO & Content
  29. 29. Google Analytics plug-in for Google Sheets
  30. 30. This add-on lets you: ● Create reports using any combination of metrics, dimensions, filters, and segments available in GA ● Specify accounts, properties, and views ● Schedule reports
  31. 31. Trust meter High Low
  32. 32. Days (Feb. 2018) Organictraffic(Users)
  33. 33. Milestones Leads generated from the blog Record number Free software users Record number
  34. 34. Trust meter High Low
  35. 35. Takeaways ● Getting your content team or client’s trust is just as important as identifying the right keywords ● Identify topic-specific content competitors and use a content gap analysis ● Do things manually when you start; you can figure out how to scale the process later
  36. 36. Thank you

×