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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.

Published in: Marketing

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

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

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