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Topics Over Keywords: An SEO-Driven Approach To Content Marketing

Anum Hussain
Anum Hussain
Anum HussainSenior Growth Marketer at HubSpot

#searchlove London

Topics Over Keywords: An SEO-Driven Approach To Content Marketing

1 of 78
Topics Over
Keywords
an SEO-driven approach
to content marketing
0
Hi, I’m @anum.
Beyoncé is my patronus.
I work with a team
of incredible
content muggles.
This squad was
dedicated to brewing
the perfect recipe for
content magic.
We wanted to concoct three potions
that would …
We wanted to concoct three potions
that would …
1
Scale production of SEO site pages to fuel organic traffic.

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Topics Over Keywords: An SEO-Driven Approach To Content Marketing

  • 1. Topics Over Keywords an SEO-driven approach to content marketing
  • 2. 0 Hi, I’m @anum. Beyoncé is my patronus.
  • 3. I work with a team of incredible content muggles.
  • 4. This squad was dedicated to brewing the perfect recipe for content magic.
  • 5. We wanted to concoct three potions that would …
  • 6. We wanted to concoct three potions that would … 1 Scale production of SEO site pages to fuel organic traffic.
  • 7. Generate a mass of backlinks to help those site pages rank. We wanted to concoct three potions that would … 1 2 Scale production of SEO site pages to fuel organic traffic.
  • 8. Increase the social share rate of our weekly blog content. Generate a mass of backlinks to help those site pages rank. We wanted to concoct three potions that would … 1 2 3 Scale production of SEO site pages to fuel organic traffic.
  • 10. When experimenting with our own content process, I grew obsessed with HelpScout’s resources.
  • 11. Each resource is a thorough, ungated, web page guide.
  • 12. Each resource is a thorough, ungated, web page guide. This one particularly caught my attention.
  • 13. Customer Acquisition Google Search I’m Feeling Lucky
  • 14. Customer Acquisition In addressing an entrepreneur's most important early-stage question – customer acquisition – it's easy to waste a lot of money in the wrong channels, especially ... Customer acquisition management - Wikipedia Customer acquisition management is the set of methodologies and systems to manage customer prospects and inquiries generated by a variety of marketing techniques. Customer Acquisition Strategy for Startups www.helpscout.net/customer-acquisition/ https://en.wikipedia.org/.../Customer_acquisition_management
  • 15. Customer Acquisition Customer acquisition management - Wikipedia Customer acquisition management is the set of methodologies and systems to manage customer prospects and inquiries generated by a variety of marketing techniques. https://en.wikipedia.org/.../Customer_acquisition_management In addressing an entrepreneur's most important early-stage question – customer acquisition – it's easy to waste a lot of money in the wrong channels, especially ... Customer Acquisition Strategy for Startups www.helpscout.net/customer-acquisition/ The HelpScout guide ranks ABOVE Wikipedia.
  • 16. This inspired us to develop our own playbook for creating what we call SEO Site Pages.
  • 17. These site pages are comprehensive, search-optimized guides built around specific keywords. EMAIL ETIQUETTE FOLLOW UP EMAIL EMAIL TRACKING
  • 18. Each strives to be 10x. WATCH: “Why ‘good unique content’ needs to die”
  • 19. Of our first 10 Site Pages, five were ranking in a top ten SERP position.
  • 20. We found that the more links we included on a page pointing to related, external content, the higher we ranked. # EXTERNAL LINKS SERPIMRESSIONS
  • 21. We also saw a similar correlation when we linked together our own related content through internal links. # INTERNAL LINKS SERPIMRESSIONS
  • 22. Learnings Log: q Relevant external & internal links fuel traffic from SERP.
  • 23. Generate a mass of backlinks to site pages. 2
  • 24. Of course, ranking in SERP requires far more than targeting a keyword – we needed backlinks from external sites.
  • 25. Instead of simply hoping that other websites would find and link to our content, we actively ran backlinking outreach.
  • 26. This outreach took two key forms.
  • 27. This outreach took two key forms. Guest blogging to earn a backlink within the contributed post.
  • 28. This outreach took two key forms. Guest blogging to earn a backlink within the contributed post. Email outreach to earn a backlink through email requests.
  • 29. We later uncovered that backlinking success was not dependent on a purely raw number of links. Site Page SERP Position # of Backlinks Avg. DA Email Etiquette 8 8 71 Networking Email 12 13 44
  • 30. We later uncovered that backlinking success was not dependent on a purely raw number of links. Site Page SERP Position # of Backlinks Avg. DA Email Etiquette 8 8 71 Networking Email 12 13 44 ß The Email Etiquette page has fewer, but HIGHER QUALITY links.
  • 31. This “higher quality” link follows a simple formula. Relevant content
  • 32. This “higher quality” link follows a simple formula. Relevant content The external web page linking to our site page is on a similar topic.
  • 33. This “higher quality” link follows a simple formula. Relevant content Strong da
  • 34. This “higher quality” link follows a simple formula. Relevant content Strong da The domain authority of the external website is 40 or above.
  • 35. This “higher quality” link follows a simple formula. Quality backlink Relevant content Strong da
  • 36. Learnings Log: q Relevant external & internal links fuel traffic from SERP. q Backlinks should be strong in relevancy & DA.
  • 37. Increase social share rate of blog content. 3
  • 38. Beyond organic traffic, we wanted to continually grow our blog readership.
  • 42. We figured … more shares more exposure more readers … but things didn’t play out exactly as predicted.
  • 43. We found that more social shares was not resulting in more views of our content. SOCIAL SHARES VIEWS
  • 44. We also noticed that more social shares was not contributing to more conversions. CONVERSIONS SOCIAL SHARES
  • 45. Learnings Log: q Relevant external & internal links fuel traffic from SERP. q Backlinks should be strong in relevancy & DA. q Social shares were not generating meaningful results.
  • 46. Despite these learnings, we were still puzzled.
  • 47. Despite these learnings, we were still puzzled. Sure, we got some things right. But not enough to explain how we grew our …
  • 48. Domain authority from 49 to 60. MAY JUNE JULY AUG
  • 49. Weekly organic sessions 13% W/W. JUNE JULY AUG SEPT
  • 50. SERP clicks for one keyword over 500%. Impressions Clicks Avg. Position 632.97% 564.53% 8.76%
  • 51. We decided to take a closer look to uncover the mechanics behind these success metrics.
  • 52. Let’s quickly review our findings so far. I. Relevant external & internal links fuel traffic from SERP. II. Backlinks should be strong in relevancy & DA. III. Social shares were not generating meaningful results.
  • 53. Fortunately Hermione uncovered even more insightful findings. Cambria Davies
  • 54. Updating historical blog content with related Site Page links helped increase organic traffic for the old blog post as well as the new site page. Finding IV
  • 55. For example: We published a post in 2014 that started with little organic traffic.
  • 56. Into early 2015, it saw a few spikes in traffic.
  • 57. When we launched a related site page and linked the two together, organic traffic spiked again.
  • 58. But this time, traffic stayed up and continues to grow.
  • 59. Long-tail keywords are building the mountain that lifts Site Pages to the top of Mount SERP. Finding V
  • 60. This page ranks #1 in SERP for “follow up emails after a meeting.”
  • 61. These are among 1,005 search variations contributing that traffic. Long-Tail Terms 12 templates for follow up after a meeting email to recap meeting details follow up email request for information meeting follow up examples wording for email after meeting free meeting followup template
  • 62. Our final learning is when everything magically clicked.
  • 63. Finding VI Doubling down on one topic across all content (Site Pages, Blog, Guest Posts, etc.) is where max growth is achieved.
  • 64. Part of our Site Page brainstorming involved looking for patterns of success in historical blog content.
  • 65. We then wove together all the similar- themed posts to build a 10x site page.
  • 66. So we now had a comprehensive, designed, SEO-optimized site page.
  • 67. And a variety of posts on the same subject across our blog, guest blogs, SlideShares, and more. So we now had a comprehensive, designed, SEO-optimized site page.
  • 68. It turns out linking these posts to one another showed topic authority.
  • 69. In fact, the more links to related content we had across our site, the better we ranked. # LINKS TOTALIMPRESSIONS
  • 70. This has led to a new content process on our team emphasizing topics over keywords.
  • 71. This has led to a new content process on our team emphasizing topics over keywords. TOPIC A Step I: CREATE 10X SITE PAGE COMPREHENSIVELY COVERING A TOPIC.
  • 72. This has led to a new content process on our team emphasizing topics over keywords. TOPIC A Step II: CREATE SUPPORTING CONTENT AROUND TOPIC’S LONG-TAIL KEYWORDS. A A A A
  • 73. This has led to a new content process on our team emphasizing topics over keywords. TOPIC A Step III: LINK ALL THE RELATED CONTENT TOGETHER – ON INTERNAL AND EXTERNAL DOMAINS. A A A A
  • 74. This has led to a new content process on our team emphasizing topics over keywords. Step IV: REPEAT ANY TOPIC OPPORTUNITIES THAT MATCH YOUR PRODUCT / BRAND. TOPIC A A A A A TOPIC B B B B B
  • 75. This has led to a new content process on our team emphasizing topics over keywords. Step V: ANALYZE AND TWEAK PROCESS TO REFLECT WHAT IS AND ISN’T WORKING. TOPIC A A A A A TOPIC B B B B B
  • 76. Topics over keywords. That’s our magic formula.
  • 77. And these insights led us there: q Relevant external & internal links fuel traffic from SERP. q Backlinks should be strong in relevancy & DA. q Social shares were not generating meaningful results. q Optimize historical content for topic takeover. q Support primary content with long-tail focused posts. q Dominate a full topic across the web.