This document discusses strategies for creating effective hub pages and topic clusters to improve search engine optimization and user experience. It provides examples of companies like Hubspot and REI that have successfully used hub pages and topic clusters to rank well and drive massive traffic. Specific strategies discussed include the barbell approach of combining long-form and short-form content, and Hubspot's topic cluster model of creating a central hub page linked to related subpages, resources, posts, and offsite content to comprehensively cover a topic. The goal is to educate users, answer questions, and help them find what they need to reduce bouncing and increase long clicks.

1. Ronell Smith
@ronellsmith
RS Consulting
Found vs. Chosen: Why
Earning the Long Click
Should be the Goal for
Your Brand’s Web Content
https://www.slideshare.net/RonellSmith

2. Process of discovery with
client
Ads
Organic results
Features Snippet &
PAA

3. Process of discovery with a client
Why they are on
front page, and you
aren’t

4. Process of discovery
Passive intent
Active intent

5. Process of discovery with client
Hub FTW!!!!

6. Why competitors dominated the page 1 SERPs
10X brands – reputation, reviews, etc.

7. Why competitors dominated the page 1 SERPs
10X brands – reputation, reviews, etc.
Best-in-class user experience, including links

8. Why competitors dominated the page 1 SERPs
10X brands – reputation, reviews, etc.
Best-in-class user experience, including links
Nailed active and passive intent

9. Take that!

10. Content isn’t simply about
what we do; it’s also about
who we are.

11. How brands think of the work we do
Create
content
Attain traffic &
links
Acquire
conversions

12. The tag on my SUV

13. How we as marketers think about the web
Ex. Keywords, placement,
technical SEO,etc.
Moz

14. How we think web searchers use search
Yes, I WAS looking up best
pubs in Brighton, U.K.

15. How my eyes were opened
Hotjar
Heat maps and user testing tell a
different but only partial story.

16. Real-time chats reveal harsh truths:
People often look over the No. 1 result
How my eyes were opened

17. Found vs. Chosen
It’s time to think beyond being found;
the real value is in being chosen.

18. Found < CHOSEN

19. How could my clients take advantage of this
information?
Are: 10X brand (e.g., positive sentiment online & offline)
Do: Nail active & passive intent
Do: Create linkable assets with ability to rank

20. Active intent
Passive intent
Additional, related resources on site
Hub pages
nail the Do
component
of Found
vs. Chosen

21. They amount to a central overview of a topic or category—
linking to child categories and related products—while
typically offering much more depth and utility.
Instead of simply listing products and posts, hub pages…
1. Educates and answers more questions
2. Link to useful resources
3. Helps the user find exactly what they need
4. Delights and engages
5. Act as an “authority” on a given topic
Cyrus Shepard
What are hub pages & why are they effective?

22. AJ Kohn
Hi, my name is
Long Click.
Hubs help you
acquire me.

23. Also, Long click
“This is what search marketers must realize.
You will get credit for a long click if you’re
part of the long click. If you ensure that the
user doesn’t return to search results, even
by sending them to another site, then you’re
going to be rewarded.” —AJ Kohn
Source

24. Hub pages rank well
Still ranking high after more than 12 years

25. Hub pages earn massive traffic
Ahrefs

26. Out of one, many. Hubs look like a singular resource,
but are really a content & SEO juggernaut for your
brand.

27. 3 Case Studies

28. HubSpot’s traffic takes off in 2014
HubSpot
2014 blog traffic

29. HubSpot’s traffic falls off a cliff in 2017
HubSpot
2017
2014

30. HubSpot’s old site architecture model
HubSpot

31. HubSpot
HubSpot’s new site architecture model

32. HubSpot’s new content strategy
HubSpot

33. Intent & UX
Featured Snippets Opportunities
External links

34. Significant growth in less than one month
Topic Clusters are a part of a winning
strategy

35. Topic clusters working for HubSpot
HubSpot

36. #2- Moz goes back
to its roots

38. Bread and butter topics for qualified traffic

39. Attacked topics through events, blog
posts, *Featured Snippets,* videos, etc.

40. Content hub combines all of the
elements in one location

41. Results back up the effort

42. Results back up the effort

43. #3- REI model
(content silos)

44. Hub pages
nail intent
That silos rank well is not an accident.

45. REI
Presentation integrates products, pages and
links to deliver an amazing user experience and
topical relevance model.

46. The winning
structure
Zyppy
Silos helps turn hubs
into content & SEO
coats of armor.

47. Architecture helps build
UX, topical relevance
and SEO dominance
Zyppy
Content Silos

48. REI’s Learn silos dominate the SERPs
REI

49. How you
like them
apples,
former
client?

50. Two ways to use
hubs and/or pillar
pages

51. #1- Barbell Strategy

52. Barbell strategy
Janessa Lantz

53. Barbell strategy
Janessa Lantz
T
Ways to cover
individual
aspects of the,
onsite and
offsite
Topic

54. Barbell strategy
T
When they focused on individual blog posts
Tammy Coil

55. Barbell strategy
T
Tammy Coil
When they focused on building a resource

56. Barbell strategy
T
Tammy Coil
Results speak for themselves

57. 4,500-word blog post aimed at
ranking and acquiring business
My services
Search query

58. Topic MainAreas
This explains
why content
marketing
fails
Write shorter content
Death of content
marketing
Subject-matter
experts
Inputs > Outcomes
Coverage
Guest blog post
Guest podcast
Onsite blog
Presentation
How you can apply barbell strategy

59. This explains
why content
marketing fails
How you can apply the barbell strategy
Guest
Post
Email
newsletter
CDN
Site
speed
Webinar
Onsite
post
Podcast
Social
sharing
Outreach

60. #2- HubSpot’s
Topic Cluster model

61. How to use the Topic Cluster model
Topic I want to rank for

62. How to
get more
speaking
gigs
Do I need
prior
experience?
What keeps
speakers
from getting
selected?
How should
I pitch?
How do I get
better
scores?
How to use the
Topic Cluster
model

63. HubSpot
Copy this template, or create your own
—but don’t complicate it.

64. Don’t be afraid to link outside resources
Things to remember
Your site
Your site
Your site
Offsite
Offsite
Offsite

65. Hub
Embrace the bow-tie: Links should flow in
AND out, even to competitors.
Marshall Simmonds
Things to remember

66. I’m very
satisfied. I
choose you.

67. Thank You
ronell@ronellsmith.com
@ronellsmith