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[#GHConf17] Fighting the Plateau: SEO & Inbound Tactics for Taking Growth Leaps

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In this presentation, Matthew Barby from HubSpot, talks about flighting the growth plateau with SEO and inbound tactics

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[#GHConf17] Fighting the Plateau: SEO & Inbound Tactics for Taking Growth Leaps

  1. 1. Fighting the Plateau: SEO & Inbound Tactics for Taking Growth Leaps Matthew Barby, Hubspot
  2. 2. @matthewbarby Fighting the Plateau: SEO & Inbound Tactics for Taking Growth Leaps
  3. 3. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 Every acquisition channel eventually suffers fatigue. “
  4. 4. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
  5. 5. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 Lead Nurturing Lead Capture TOFU Traffic Conversion } This is usually the leakiest part of most funnels. Email deliverability, dropping engagement, restrictions from email providers and general “banner blindness” are all contributing to this.
  6. 6. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 Enter chatbots.
  7. 7. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
  8. 8. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 80-90% Average response rates from engaged chatbot audiences.
  9. 9. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 So, what can you actually do?
  10. 10. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
  11. 11. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
  12. 12. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
  13. 13. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 Let’s change direction a little…
  14. 14. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 Our organic search traffic works well for TOFU content, but how can we rank content further down the funnel? “
  15. 15. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 How most SEO campaigns are 
 [incorrectly] approached Backlinks Content Time Quantity
  16. 16. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 How *most SEO campaigns
 should be approached Backlinks Content Time Quantity
  17. 17. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 Knowing which levers to pull, and when to pull them.
  18. 18. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 http://bit.ly/2h3oiqe
  19. 19. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 http://bit.ly/2nCYHIW
  20. 20. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 Making unsexy content, linkable.
  21. 21. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 1. Category page expanders.
  22. 22. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 Not a lot of original content on these pages.
  23. 23. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 Content expansion at the bottom of the page to build out more original relevant content & makes them more linkable. http://www.wayfair.com/Sofas-C413892.html
  24. 24. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 2. Tabbed content.
  25. 25. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 Nobody really wants to link to this, right? http://www.capterra.com/customer-relationship-management-software/
  26. 26. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 You’d probably link to this though… http://www.capterra.com/customer-relationship-management-software/
  27. 27. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 We’re struggling to move up from the bottom/middle of page 1 of Google. “
  28. 28. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 Google cares about user experience.
  29. 29. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 Middle of page 2 for ‘document tracking’.
  30. 30. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 1 hour later…
  31. 31. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 Now for something a little more practical.
  32. 32. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
  33. 33. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
  34. 34. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
  35. 35. #GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17 Get the deck via Facebook Messenger here: matthewbarby.com/gh17
  36. 36. @matthewbarby Fighting the Plateau: SEO & Inbound Tactics for Taking Growth Leaps
  37. 37. Want video access Jamie Siminoff, Ring This could be you! View recordings of all #GHConf17 presentations with our virtual pass & purchase tickets for next year’s event at growthhackers.com/conference

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