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How We Broke a Year-long Traffic Plateau by Upending Our Editorial Strategy.

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Keynote by Meghan Keaney Anderson, VP of marketing at Hubspot from SaaStock on Tour New York, June 20th, 2018, At KnockDown Center, Maspeth, NYC.

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How We Broke a Year-long Traffic Plateau by Upending Our Editorial Strategy.

  1. 1. How We Broke a Year-Long Traffic Plateau by Upending Our Editorial Strategy Meghan Keaney Anderson, VP of Marketing, HubSpot @MeghKeaney
  2. 2. Be cool. Panic. Find your cool again.
  3. 3. Timeframe elongated To demonstrate Precisely how long this period freaking felt.
  4. 4. Timeframe elongated To demonstrate Precisely how long this period freaking felt.
  5. 5. Crap.
  6. 6. Something is wrong On the internet XKCD – modified under Creative Commons Attribution-NonCommercial 2.5 License. I can’t. This is important. Are you coming to bed? What?
  7. 7. GOOG and FB now have direct influence over 70%+ of internet traffic.
  8. 8. Their priorities (and they way they function) have changed.
  9. 9. Cut your content strategy in two
  10. 10. Content that works for this Does not work for this.
  11. 11. You need one strategy for discovery.
  12. 12. Driving factors for Offsite content consumption And one strategy for search.
  13. 13. And both have to change.
  14. 14. Eliminate Free Radicals (Alternate title: Clean House)
  15. 15. Structure Matters. (like, a lot.)
  16. 16. Identify Broad Topics Cluster Related Posts Clean Out Internal Links Consolidate Content Update and Optimize Remove all internal links except those that link to the pillar or other posts within the content cluster. , We had 15 posts about how managers can encourage social selling on their teams. Find posts with high traffic and low conversion and visa-versa. MSV – 15000 or above on topics that matter to our organization. MSV – 15000 or above on topics that matter to our organization.
  17. 17. •Sales Process: •Sales Forecasting: •Sales Funnel: •Sales Pipeline Review •Sales Prospecting: •Sales Qualification: •Sales Playbook: Identified Broad Topics (Pillars) Identified Related Post (Clusters)
  18. 18. This seems like a lot of work.
  19. 19. Capture the Snippet
  20. 20. A Snippet Ate My Traffic
  21. 21. A Snippet Ate My Traffic
  22. 22. CTR to our website for high volume Keywords increased by more than 114%, even when we ranked #1. So let's say we rank #1 (but we don't appear in the featured snippet) on page 1 for a keyword that's searched for 10,000 times. We could expect around 1,700 visits for that content. BUT if we ranked within the featured snippet for the same content we could expect just over 3,700 - and that's just 1 keyword.
  23. 23. How to Capture the Snippet
  24. 24. Format Matters. (like, a lot.)
  25. 25. The Simple Answer Definition Snippets: write a 54-58 word explainer paragraph at the top of the post under a super obvious subhed (What Is X?). How To Snippets: Include at least three <h2> subheads in the style "Step #," and provide a one-sentence explanation of each step right at the beginning.
  26. 26. The Advanced Answer
  27. 27. Clean up your HTML
  28. 28. Worried you won’t remember any of this?
  29. 29. Know when to Stop Creating New Content
  30. 30. 70% of Our Traffic Comes From Old Content
  31. 31. Existing Content Matters. (like, a lot.)
  32. 32. Why the <expletive> are 100% of our content creators focused on new stuff?
  33. 33. We more than doubled the number of monthly leads generated by the old posts we've optimized. We increased the number of monthly organic search views of old posts we've optimized by an average of 106%.
  34. 34. More views with less content
  35. 35. So, where are we now?
  36. 36. We’ve turned our plateau into a hammock.
  37. 37. Not to scale (But you get the idea)
  38. 38. Thank you. Here are those resource links: http://bit.ly/hubspot-structure http://bit.ly/hubspot-snippet https://www.hubspot.com/startups @MeghKeaney

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