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Brighton SEO - Hygiene, Hub, Hero Content

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This presentation takes a look into hub, hygiene and hero content and why you should be applying these principles to your content strategy.

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Brighton SEO - Hygiene, Hub, Hero Content

  1. 1. Jade Tolley ZAZZLE MEDIA The Only Content Types You Need: Hub, Hygiene & Hero @pugdinosaur
  2. 2. 2 BRIGHTONSEO2017 THE ONLY CONTENT TYPES YOU NEED: Hub, Hygiene and Hero @pugdinosaur • @zazzlemedia • #brightonseo
  3. 3. 3 BRIGHTONSEO2017 A little bit about me… @pugdinosaur • @zazzlemedia • #brightonseo
  4. 4. 5 BRIGHTONSEO2017 They say there’s no school like the old school… @pugdinosaur • @zazzlemedia • #brightonseo
  5. 5. 6 BRIGHTONSEO2017 I disagree… @pugdinosaur • @zazzlemedia • #brightonseo
  6. 6. 7 BRIGHTONSEO2017 Brand as Publisher @pugdinosaur • @zazzlemedia • #brightonseo
  7. 7. 8 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo
  8. 8. 9 BRIGHTONSEO2017 Print advertising is expected to have lost £1billion of its revenue between 2011 and 2019 @pugdinosaur • @zazzlemedia • #brightonseo
  9. 9. 10 BRIGHTONSEO2017 So what should I be doing now? @pugdinosaur • @zazzlemedia • #brightonseo
  10. 10. 11 BRIGHTONSEO2017 HYGIENE @pugdinosaur • @zazzlemedia • #brightonseo
  11. 11. 12 BRIGHTONSEO2017 HYGIENE HUB @pugdinosaur • @zazzlemedia • #brightonseo
  12. 12. 13 BRIGHTONSEO2017 HYGIENE HUB HERO @pugdinosaur • @zazzlemedia • #brightonseo
  13. 13. 14 BRIGHTONSEO2017 HYGIENE HUB HERO Category content. Guides. @pugdinosaur • @zazzlemedia • #brightonseo
  14. 14. 15 BRIGHTONSEO2017 HYGIENE HUB HERO Blog content. On page portals. @pugdinosaur • @zazzlemedia • #brightonseo Category content. Guides.
  15. 15. 16 BRIGHTONSEO2017 HYGIENE HUB HERO Interactive pieces. Video. Infographics. @pugdinosaur • @zazzlemedia • #brightonseo Blog content. On page portals. Category content. Guides.
  16. 16. 17 BRIGHTONSEO2017 But why? @pugdinosaur • @zazzlemedia • #brightonseo
  17. 17. 18 BRIGHTONSEO2017 HYGIENE Targets search. Converts sales. @pugdinosaur • @zazzlemedia • #brightonseo
  18. 18. 19 BRIGHTONSEO2017 HUB Engages demographic. Creates community. HYGIENE @pugdinosaur • @zazzlemedia • #brightonseo Targets search. Converts sales.
  19. 19. 20 BRIGHTONSEO2017 HUB HERO Brand awareness. Highly shareable. HYGIENE @pugdinosaur • @zazzlemedia • #brightonseo HUB Engages demographic. Creates community. Targets search. Converts sales.
  20. 20. 21 BRIGHTONSEO2017 How do I work these into my content plan? @pugdinosaur • @zazzlemedia • #brightonseo
  21. 21. 22 BRIGHTONSEO2017 Example: Has recently re-branded and wants to capture more search. Has a blog but only talks about promotions. @pugdinosaur • @zazzlemedia • #brightonseo
  22. 22. 23 BRIGHTONSEO2017
  23. 23. 24 BRIGHTONSEO2017 • Single • Social media exec • Recently graduated uni • Wants to be stronger and fitter • Posts workout pictures on social media • Likes to read informative content • Uses the internet a lot Chloe, 23
  24. 24. 25 BRIGHTONSEO2017 • Separated • Bouncer at busy nightclub • Interested in bulking up at the gym • Works mainly on arms • Wants to know how to get bigger quicker Dave, 31
  25. 25. 26 BRIGHTONSEO2017 • Married, one child • Accountant • Enjoys skimmable content • Always talks about joining a gym but works away from home, so not committed yet • Sees exercise as a productive way to spend free time • Needs flexible gym membership John, 36
  26. 26. 27 BRIGHTONSEO2017 Micro Moments @pugdinosaur • @zazzlemedia • #brightonseo
  27. 27. 28 BRIGHTONSEO2017 Micro moments I want to know Should I commit and join the gym? @pugdinosaur • @zazzlemedia • #brightonseo
  28. 28. 29 BRIGHTONSEO2017 Micro moments I want to buy A cheap flexible gym membership. @pugdinosaur • @zazzlemedia • #brightonseo
  29. 29. 30 BRIGHTONSEO2017 Micro moments I want to do Lose weight and get abs. @pugdinosaur • @zazzlemedia • #brightonseo
  30. 30. 31 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo join a gym 110 how to join a gym 70 how much does it cost to join a gym 30 24 hour gym near me 4,400 24/7 gym 1,000 30 minute gym workout 260 30 day gym workout plan 140 ab machines at the gym 480 abs routine gym 40 ab workouts gym 110 3 day gym routine 110 best cardio machine at the gym 170 gym workouts to lose weight 480 what to do at the gym to lose weight 320 how to lose weight at the gym 720
  31. 31. 32 BRIGHTONSEO2017
  32. 32. 33 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo join a gym 110 how to join a gym 70 how much does it cost to join a gym 30 24 hour gym near me 4,400 24/7 gym 1,000 30 minute gym workout 260 30 day gym workout plan 140 ab machines at the gym 480 abs routine gym 40 ab workouts gym 110 3 day gym routine 110 best cardio machine at the gym 170 gym workouts to lose weight 480 what to do at the gym to lose weight 320 how to lose weight at the gym 720
  33. 33. 34 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo join a gym 110 how to join a gym 70 how much does it cost to join a gym 30 24 hour gym near me 4,400 24/7 gym 1,000 30 minute gym workout 260 30 day gym workout plan 140 ab machines at the gym 480 abs routine gym 40 ab workouts gym 110 3 day gym routine 110 best cardio machine at the gym 170 gym workouts to lose weight 480 what to do at the gym to lose weight 320 how to lose weight at the gym 720
  34. 34. 35 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo join a gym 110 how to join a gym 70 how much does it cost to join a gym 30 24 hour gym near me 4,400 24/7 gym 1,000 30 minute gym workout 260 30 day gym workout plan 140 ab machines at the gym 480 abs routine gym 40 ab workouts gym 110 3 day gym routine 110 best cardio machine at the gym 170 gym workouts to lose weight 480 what to do at the gym to lose weight 320 how to lose weight at the gym 720
  35. 35. 36 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo join a gym 110 how to join a gym 70 how much does it cost to join a gym 30 24 hour gym near me 4,400 24/7 gym 1,000 30 minute gym workout 260 30 day gym workout plan 140 ab machines at the gym 480 abs routine gym 40 ab workouts gym 110 3 day gym routine 110 best cardio machine at the gym 170 gym workouts to lose weight 480 what to do at the gym to lose weight 320 how to lose weight at the gym 720
  36. 36. 37 BRIGHTONSEO2017 Businesses that blog have 97% more inbound links Source: Hubspot @pugdinosaur • @zazzlemedia • #brightonseo
  37. 37. 38 BRIGHTONSEO2017 HUB @pugdinosaur • @zazzlemedia • #brightonseo
  38. 38. 39 BRIGHTONSEO2017 Long form content of more than 1,000 words receives more shares and likes consistently than shorter content. Source: Moz & Buzzsumo @pugdinosaur • @zazzlemedia • #brightonseo
  39. 39. 40 BRIGHTONSEO2017 Do HUB content with a difference It’s not just text on a page! You will also need: @pugdinosaur • @zazzlemedia • #brightonseo
  40. 40. 41 BRIGHTONSEO2017 Do HUB content with a difference It’s not just text on a page! You will also need: • Images @pugdinosaur • @zazzlemedia • #brightonseo
  41. 41. 42 BRIGHTONSEO2017 Do HUB content with a difference It’s not just text on a page! You will also need: • Images • Video @pugdinosaur • @zazzlemedia • #brightonseo
  42. 42. 43 BRIGHTONSEO2017 Do HUB content with a difference It’s not just text on a page! You will also need: • Images • Video • Interviews @pugdinosaur • @zazzlemedia • #brightonseo
  43. 43. 44 BRIGHTONSEO2017 Do HUB content with a difference It’s not just text on a page! You will also need: • Images • Video • Interviews • Guest Posts @pugdinosaur • @zazzlemedia • #brightonseo
  44. 44. 45 BRIGHTONSEO2017
  45. 45. 46 BRIGHTONSEO2017
  46. 46. 47 BRIGHTONSEO2017 HUB – Blog Post examples Jumping on that long tail search: @pugdinosaur • @zazzlemedia • #brightonseo
  47. 47. 48 BRIGHTONSEO2017 HUB – Blog Post examples Jumping on that long tail search: How to lose weight at the gym – 720 searches @pugdinosaur • @zazzlemedia • #brightonseo
  48. 48. 49 BRIGHTONSEO2017 HUB – Blog Post examples Jumping on that long tail search: How to lose weight at the gym – 720 searches Gym workouts to lose weight – 480 searches @pugdinosaur • @zazzlemedia • #brightonseo
  49. 49. 50 BRIGHTONSEO2017 Jumping on that long tail search: How to lose weight at the gym – 720 searches Gym workouts to lose weight – 480 searches What to do at the gym to lose weight – 320 searches HUB – Blog Post examples @pugdinosaur • @zazzlemedia • #brightonseo
  50. 50. 51 BRIGHTONSEO2017 HUB – Blog Post examples @pugdinosaur • @zazzlemedia • #brightonseo
  51. 51. 52 BRIGHTONSEO2017 HUB – Blog Post examples 10 super quick gym workouts to lose weight @pugdinosaur • @zazzlemedia • #brightonseo
  52. 52. 53 BRIGHTONSEO2017 HUB – Blog Post examples What to do at the gym to lose weight and make friends @pugdinosaur • @zazzlemedia • #brightonseo
  53. 53. 54 BRIGHTONSEO2017 How to lose weight at the gym: The five step guide HUB – Blog Post examples @pugdinosaur • @zazzlemedia • #brightonseo
  54. 54. 55 BRIGHTONSEO2017
  55. 55. 56 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo join a gym 110 how to join a gym 70 how much does it cost to join a gym 30 24 hour gym near me 4,400 24/7 gym 1,000 30 minute gym workout 260 30 day gym workout plan 140 ab machines at the gym 480 abs routine gym 40 ab workouts gym 110 3 day gym routine 110 best cardio machine at the gym 170 gym workouts to lose weight 480 what to do at the gym to lose weight 320 how to lose weight at the gym 720
  56. 56. 57 BRIGHTONSEO2017 Micro moments I want to do Lose weight and get abs. @pugdinosaur • @zazzlemedia • #brightonseo
  57. 57. 58 BRIGHTONSEO2017
  58. 58. 59 BRIGHTONSEO2017 When should I write hub content?
  59. 59. 60 BRIGHTONSEO2017 Plan in at least one piece of hub content a week. @pugdinosaur • @zazzlemedia • #brightonseo
  60. 60. 61 BRIGHTONSEO2017
  61. 61. 62 BRIGHTONSEO2017 Look at news/industry events. Jump on reactive/trending pieces. @pugdinosaur • @zazzlemedia • #brightonseo
  62. 62. 63 BRIGHTONSEO2017 Focus larger portal ideas around key search peaks in the calendar. @pugdinosaur • @zazzlemedia • #brightonseo
  63. 63. 64 BRIGHTONSEO2017 Make it seasonal too – target relevant long tail search. @pugdinosaur • @zazzlemedia • #brightonseo
  64. 64. 65 BRIGHTONSEO2017 What do I do with it once it’s written? @pugdinosaur • @zazzlemedia • #brightonseo
  65. 65. 66 BRIGHTONSEO2017 SHARE IT @pugdinosaur • @zazzlemedia • #brightonseo
  66. 66. 67 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo
  67. 67. 68 BRIGHTONSEO2017 HYGIENE @pugdinosaur • @zazzlemedia • #brightonseo
  68. 68. 69 BRIGHTONSEO2017 Where does it go? @pugdinosaur • @zazzlemedia • #brightonseo
  69. 69. 70 BRIGHTONSEO2017 47% of consumers view 3-5 pieces of content created by a company before buying. Source: Demand Gen Report @pugdinosaur • @zazzlemedia • #brightonseo
  70. 70. 71 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo
  71. 71. 72 BRIGHTONSEO2017 Hygiene Target search and grab Google answer boxes off the big boys. Put your brand forward as the expert content source. Capture primary search terms but also target some long tail too. @pugdinosaur • @zazzlemedia • #brightonseo
  72. 72. 73 BRIGHTONSEO2017 Some good sites to check out later: FAQ Fox Answerthepublic Bloomberry Storybase @pugdinosaur • @zazzlemedia • #brightonseo
  73. 73. 74 BRIGHTONSEO2017 Content you need to beat Search term: How to join a gym 70 avg. monthly searches @pugdinosaur • @zazzlemedia • #brightonseo
  74. 74. 75 BRIGHTONSEO2017 • Married, one child • Accountant • Enjoys skimmable content • Always talks about joining a gym but works away from home a lot, so not committed yet • Sees exercise as a productive way to spend free time • Needs flexible gym membership John, 36
  75. 75. 76 BRIGHTONSEO2017 Content you need to beat @pugdinosaur • @zazzlemedia • #brightonseo
  76. 76. 77 BRIGHTONSEO2017 Content you need to beat @pugdinosaur • @zazzlemedia • #brightonseo
  77. 77. 78 BRIGHTONSEO2017
  78. 78. 79 BRIGHTONSEO2017 Hygiene Guide – How to Join a Gym URL: https://jadesgym.co.uk/how-to-join-a- gym Meta title: How To Join A Gym | Jade’s Gym
  79. 79. 80 BRIGHTONSEO2017 How to join a gym – 70 searches @pugdinosaur • @zazzlemedia • #brightonseo Hygiene Guide – How to Join a Gym
  80. 80. 81 BRIGHTONSEO2017 How to join a gym – 70 searches How much does it cost to join a gym? – 30 searches @pugdinosaur • @zazzlemedia • #brightonseo Hygiene Guide – How to Join a Gym
  81. 81. 82 BRIGHTONSEO2017 How to join a gym – 70 searches How much does it cost to join a gym? – 30 searches 24/7 gym – 1,100 searches @pugdinosaur • @zazzlemedia • #brightonseo Hygiene Guide – How to Join a Gym
  82. 82. 83 BRIGHTONSEO2017
  83. 83. 84 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo
  84. 84. 85 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo
  85. 85. 86 BRIGHTONSEO2017
  86. 86. 87 BRIGHTONSEO2017
  87. 87. 88 BRIGHTONSEO2017
  88. 88. 89 BRIGHTONSEO2017 HERO @pugdinosaur • @zazzlemedia • #brightonseo
  89. 89. 90 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo
  90. 90. 91 BRIGHTONSEO2017 Real life hero content example: The First Direct Burger Van @pugdinosaur • @zazzlemedia • #brightonseo
  91. 91. 92 BRIGHTONSEO2017
  92. 92. 93 BRIGHTONSEO2017
  93. 93. 94 BRIGHTONSEO2017
  94. 94. 95 BRIGHTONSEO2017
  95. 95. 96 BRIGHTONSEO2017 Our BIG HERO idea @pugdinosaur • @zazzlemedia • #brightonseo
  96. 96. 97 BRIGHTONSEO2017 The Superhero Challenge @pugdinosaur • @zazzlemedia • #brightonseo
  97. 97. 98 BRIGHTONSEO2017 Jade’s Gym – Superhero Challenge People take on the challenge to train like superheroes. They eat, sleep and exercise like celebrities did, to prepare for their roles. @pugdinosaur • @zazzlemedia • #brightonseo
  98. 98. 99 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo
  99. 99. 100 BRIGHTONSEO2017 Follow up Survey around people’s gym habits throughout the year @pugdinosaur • @zazzlemedia • #brightonseo
  100. 100. 101 BRIGHTONSEO2017
  101. 101. 102 BRIGHTONSEO2017 Link your hero piece back to hub: Guides on motivation Quick workouts to keep you going Packing checklist for the gym Follow up
  102. 102. 103 BRIGHTONSEO2017 As well as the main hero piece You’ll need: @pugdinosaur • @zazzlemedia • #brightonseo
  103. 103. 104 BRIGHTONSEO2017 As well as the main hero piece You’ll need: • A supporting blog post, targeting search terms @pugdinosaur • @zazzlemedia • #brightonseo
  104. 104. 105 BRIGHTONSEO2017 As well as the main hero piece You’ll need: • A supporting blog post, targeting search terms • A feature to sit on a high profile site @pugdinosaur • @zazzlemedia • #brightonseo
  105. 105. 106 BRIGHTONSEO2017
  106. 106. 107 BRIGHTONSEO2017 As well as the main hero piece You’ll need: • Press releases to pass to sites who want to do their own write up @pugdinosaur • @zazzlemedia • #brightonseo
  107. 107. 108 BRIGHTONSEO2017 As well as the main hero piece You’ll need: • Press releases to pass to sites who want to do their own write up • Shorter edits of any videos to sit on social media @pugdinosaur • @zazzlemedia • #brightonseo
  108. 108. 109 BRIGHTONSEO2017 And we are done… Now it’s your turn! @pugdinosaur • @zazzlemedia • #brightonseo

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