How to Turn Your Hub Into an SEO Rockstar

How to Turn Your Hub Into An SEO Rockstar @uberflip @sambrennand#uberwebinar
How to Turn Your Hub Into an
SEO Rockstar
Sam Brennand
Customer Success Lead

How to Turn Your Hub Into An SEO Rockstar @uberflip @sambrennand#uberwebinar7 Tips to Conquer Content Curation @uberflip @sambrennand#uberwebinar
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New to SEO? Start Here - https://moz.com/beginners-guide-to-seo
WHAT THE HECK IS
SEARCH ENGINE OPTIMIZATION (SEO)?

New to SEO? Start Here - https://moz.com/beginners-guide-to-seo
SEO (def’n) –
“How to help Google find my stuff and
rank it higher on search results.”

Keyword
Stuffing
Link
Building
URL
Structure
5 years ago…
WHAT DOES GOOGLE CARE ABOUT?

Keyword
Stuffing
Link
Building
URL
Structure
5 years ago…
=

YOAV SCHWARTZ
UBERFLIP
“Google (and other search engines) didn’t intend to
make SEO a game. They were simply looking to
provide their audience with the most relevant
results.”

Today…

RAND FISHKIN
MOZ
“Tell a story. Make it true. Make it compelling.
And make it relevant.”

IF YOU’RE OPTIMIZING FOR SEARCH ENGINES, YOU’RE DOING IT WRONG.
STOP OPTIMIZING FOR ROBOTS, START OPTIMIZING FOR HUMANS.

SEO & YOUR HUB
A LOVE STORY

EXPERIENCE STRUCTURE OPTIONS

EXPERIENCE
Google loves, loves, loves user engagement, and that
starts with having great content to put into your Hub.
Check!
But your Hub is also designed to maximize end-user
engagement by creating a great content experience.
And very importantly, your Hub is optimized for mobile
devices, which is now more important than ever based
on Google’s latest algorithm changes.
It all starts with a great user experience.

FRESH CONTENT SHARES

STRUCTURE
All URLs to content (Streams or Items) are automatically
formatted to include that content’s title as the “slug”.
All meta tags, such as <meta name=”description”> are
automatically populated.
All structural tags, such as <h1>, <h2>, <h3>, <article>,
which search engines use to better understand the
context of a particular page, are automatically applied in
a very logical way.
In a world of engagement, structure still matters.

OPTIONS
Use the No Robots Meta Tag to completely hide your
entire Hub from search engine robots.
Use the No Robots Meta Tag to completely hide Streams
from search engine robots.
Use the Canonical Meta Tag to point search engines
back to the original source of content you’ve imported
to your Hub.
Use 301 redirects, where applicable.
Control what gets indexed and where.

SEO - The Basics
What can be indexed? What won’t be?
 Latest Content Feed/Home
 Hub Streams
 Hub Items
X Hidden Hubs
X Hidden Hub Streams
X Canonical’d Streams*
X Hidden Hub Items

Hub No Robots Meta Tag
Hide everything in a Hub from search engines

Hub Description
Hub Descriptions are shown as the
meta descriptions for your Hub’s
Latest Content/Home page
A Hub description introduces your Hub to search engines

Hub Stream Descriptions
Stream descriptions are what Google
sees when it crawls and indexes your
Stream-level pages
Stream descriptions add context to Stream-level pages

Hub Stream Options
Canonical Meta Tag
Tells search engines where the original source of
an article is (i.e. your website’s blog).
The Canonical Meta Tag is automatically turned
on for all new Blog Stream imports as well as for
all new Custom Streams that are created.
Use the Canonical Meta Tag if you’ve imported
blogs that live outside of your Hub.

Hub Stream Options
No Robots Meta Tag
Prevent search engines from indexing a Stream.
The No Robots Meta Tag is great for private
Streams or for source Streams you wish for
search engines to ignore (i.e. a blog Stream).
Use the No Robots Meta Tag if you do not want
search engines to index a Stream of content in
your Hub.

The Lay of the Land
“Crawlable”, “Crawlable (Canonical)”, “No-Index/No-Follow”

Hub Item SEO
Content
Use lots of images and rich media.
Longer content tends to perform better in
search results. According to research from
serpIQ, the top 10 results in Google searches
tend to have in excess of 2,000 words.
Use <h1>, <h2>, <h3>, etc. tags to break up your
content into human-friendly, bite-sized chunks.
Google will reward you for it!

Hub Item SEO
Meta Descriptions
Meta Descriptions give search engines a concise
understanding of a particular piece of Hub
content.
Meta Descriptions don’t influence SERPs, but
dramatically influence CTRs.
Meta Descriptions must be less than 200
characters, but the optimum length for a meta
description is approximately 155 characters.

Hub Item SEO
Item meta descriptions are what Google displays to
users who find your pages via search . Make them
eye catching and click worthy!

Hub Sitemaps
Make it easy for search engines to index everything
A sitemap is a list of pages in a Hub.
Submitting a Sitemap to Google by integrating
your Hub with Google Webmaster Tools can
speed up indexing and ensure your whole Hub is
found.
To find your Hub’s sitemap, just add
/h/sitemap.xml to the end of your Hub’s
domain name. Voila!

Decisions, Decisions, Decisions
Are 301 redirects required?
Are you migrating your old blog over to your new
Uberflip Hub?
A 301 redirect tells search engines that a page has
permanently moved to a new location on the web.
301s are the best way to migrate online content.
The Hub’s URL Mapping (for 301 redirects) tool
makes it easy to generate a list of URLs to redirect.
A
B

Decisions, Decisions, Decisions
Which version do you want search engines to find?
Version A: Blog Stream Version B: Custom Stream

Stream Options:
• Crawlable
• Crawlable (Canonical)
Stream Options:
• No Robots Meta Tag
• Canonical Meta Tag

Stream Options:
• Hide Stream
• No Robots Meta Tag
• Canonical Meta Tag
Stream Options:
• Crawlable

Recap
SEO and your Hub:
 Create a Hub Description
 Create Stream Descriptions for each and every Stream
 Configure Stream Options (Canonical Meta Tag and No Robots Meta Tag)
 Create Meta Descriptions for every Hub Item
 Ensure Hub Item content is optimized (rich media, structure, etc.)
 Access and utilize your Hub’s Sitemap

SEO & YOUR FLIPBOOKS
ANOTHER LOVE STORY

Flipbook Folder SEO
Tell search engines about your Flipbook Folders
Enter a Folder Description to tell search engines
about the Flipbooks that live within it.
This description will show as the Flipbook’s meta
description in search results. The description
should be less than 250 characters.
Add Keywords that describe your Folder to
search engines. Use a maximum of 10-15
keywords.
Optimize!

Flipbook SEO
Control what search engines see inside your Flipbooks
When you upload a PDF as a Flipbook, any
embedded fonts are extracted and stored as page
text, which search engines can crawl.
This is how your Flipbook pages get indexed.
Using the Flipbook Text Tool, you can optimize the
pages of your Flipbook to ensure Google knows
what it’s looking for.
Text Tool

Recap
SEO and your Flipbooks:
 Create descriptive titles for all Flipbook Folders
 Create descriptive Folder Descriptions for all Flipbook Folders
 Optimize Flipbook content using the Flipbook Text Tool

Things to Think About
Who’s in charge of your Hub’s SEO?
Which pieces of your content should not be indexed?
Which version of my content do I want indexed?
Do I need to set up 301 redirects to my Hub content?

THANK YOU!
QUESTIONS?
@uberflip @sambrennand info@uberflip.com hub.uberflip.com
#uberwebinar

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