How Top Ranking Brands Like Moz and HubSpot REALLY Do SEO

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How TOP RANKING BRANDS
Really Do
SEOBy @ChadPollitt & @BradleyGSmith
Like &
#drSEO

Content Promotion For Serious Content Marketers
Chad Pollitt
VP of Marketing
317.575.8852 Extension 256
chad.pollitt@relev...

Cision’s Content Marketing Suite
brought to you by
• Create & publish content to your customized
social newsroom or blog
...

A look at the
AGENDA:
1. SEO: A Brief History
2. Google’s View
3. How Moz & HubSpot do SEO
4. How you can do it, too

SEO has come a long way since the 90’s . . .

Gone
are the days of
SPAMMY
METHODS like:
Keyword Saturation
Forum & Blog
Commenting
Guest blogging
at scale

Caffeine Treasure Map
Those who frequently publish good content shall
find the hidden treasure

Google Panda & Penguin
ALGORITHM UPDATE

Panda/Penguin Treasure Map
Those who only publish rich, high-quality content cited by
authoritative sites will find the hi...

Keyword ‘Not Provided’
SSL Encryption

Keyword ‘Not Provided’ Treasure Map
Those who write naturally and measure organic traffic &
conversions at the page level ...

Hummingbird
KNOWLEDGE GRAPH

Hummingbird Treasure Map
Those who write naturally using synonyms and normal language,
while catering to mobile users, wil...

What does Google want?!

What does Google want?!do users

“I would concentrate on the stuff that people
write, the utility that people find in it, and the
amount of times that peop...

“I would concentrate on the stuff that people
write, the utility that people find in it, and the
amount of times that peop...

“The philosophy that we’ve always had is if you make something that’s
compelling then it would be much easier to get peopl...

“The philosophy that we’ve always had is if you make something that’s
compelling then it would be much easier to get peopl...

“The philosophy that we’ve always had is if you make something that’s
compelling then it would be much easier to get peopl...

In other words . . .
WHAT USERS
WANT IS MOST
IMPORTANT

But links to COMPELLING CONTENT
that provide utility are ALSO IMPORTANT

But links to COMPELLING CONTENT
that provide utility are ALSO IMPORTANT
Google has improved at identifying and
penalizing ...

“Okay, I’m calling it: if you’re using guest blogging as a way to gain
links in 2014, you should probably stop.”
-Matt Cut...

“Okay, I’m calling it: if you’re using guest blogging as a way to gain
links in 2014, you should probably stop. Why? Becau...

“Okay, I’m calling it: if you’re using guest blogging as a way to gain
links in 2014, you should probably stop. Why? Becau...

Shortly thereafter,
hundreds of brands around
the world were manually
penalized for guest
blogging at scale.

“A guest post is something that a fantastic
author has thought deeply about, labored over,
polished, put a lot of work int...

Dozens of the most correlated attributes for optimized search
engine visibility are mostly off-page and link related, acco...

According to Moz’s search engine correlation survey, dozens of
the most correlated attributes for optimized search engine ...

Grow SEARCH VISIBILITY by promoting helpful content
See how ElectricFireplacesDirect.com grew their
YOY organic traffic 22...

How Moz and HubSpot Really Do On-Page SEO
(hint: it’s not rocket science)

How Moz and HubSpot Really Do On-Page SEO
(hint: it’s not rocket science)
Brands like Moz and HubSpot publish copious
amou...

How Moz and HubSpot Really Do On-Page SEO
(hint: it’s not rocket science)
Brands like Moz and HubSpot publish copious
amou...

How Moz and HubSpot Really Do On-Page SEO
(some other best practices they do)
ª User-Generated Content
ª Gamification
ª St...

How Moz and HubSpot Really Do On-Page SEO
(hint: it’s not rocket science)
They’ve built up these large audiences by establ...

This is great for them, but most brands don’t have
an AUDIENCE OF SIGNIFICANCE to help facilitate
this level of engagement...

How Moz and HubSpot Really Do
Off-Page SEO

How Moz and HubSpot Really Do
Off-Page SEO
Their on-page content ends up driving lots of
organic off-page signals today. H...

How Moz and HubSpot Really Do
Off-Page SEO
They publish guides, studies and other forms of
advanced content that are newsw...

Moz published its Beginners Guide to SEO and regularly
surveys and publishes the results of its bi-annual Search Engine
Ra...

Moz published its Beginners Guide to SEO and regularly
surveys and publishes the results of its bi-annual Search Engine
Ra...

“. . . the Beginner’s Guide to SEO and the Search Engine Ranking
Factors were seminal works.”
-Rand Fishkin, Co-Founder of...

“. . . the Beginner’s Guide to SEO and the Search Engine Ranking
Factors were seminal works. They helped establish our bra...

“. . . the Beginner’s Guide to SEO and the Search Engine Ranking
Factors were seminal works. They helped establish our bra...

HubSpot’s groundbreaking
grader.com tool and annual State of
Inbound Marketing report are inherently
useful and represents...

HubSpot also publishes hundreds of
guides, templates, tools and videos that
have provided help, guidance and utility to
mi...

“. . . grader.com has been our best performing piece of content, ever.
This is based on the number of leads it generates o...

“. . . grader.com has been our best performing piece of content, ever.
This is based on the number of leads it generates o...

“. . . grader.com has been our best performing piece of content, ever.
This is based on the number of leads it generates o...

Most brands don’t have this
type of inherently useful advanced
content.

Most brands don’t have this
type of inherently useful advanced
content. And if they do, their lack
of audience prevents it...

Marketers and PR pros need to be proactive and
pitch their advanced content to media outlets and
niche industry sites to e...

Understand the power of
CONTENT
PROMOTION
through their success story
OVER 2.8 MILLION
MEDIA IMPRESSIONS
bit.ly/content-pr...

Here’s how you can do it, too!
Since most brands don’t have large audiences like HubSpot or
Moz,

Here’s how you can do it, too!
Since most brands don’t have large audiences like HubSpot or
Moz, it’s important to focus r...

Here’s how you can do it, too!
Since most brands don’t have large audiences like HubSpot or
Moz, it’s important to focus r...

Here’s how you can do it, too!
This is done by tapping into other websites’ audiences and being
inherently useful to them.

Here’s how you can do it, too!
This is done by tapping into other websites’ audiences and being
inherently useful to them....

This activity is very similar to the work of traditional PR.

These links represent some of the most powerful off-page
search signals a website can EARN.

These links represent some of the most powerful off-page
search signals a website can EARN.
Search benefits resulting from...

These links represent some of the most powerful off-page
search signals a website can EARN.
Search benefits resulting from...

To have the best shot at getting content coverage and driving real
marketing returns, you must follow four proven steps.

ResearchThis is the most important
step for earning media coverage
and should start before the
content is created.

ResearchThis is the most important
step for earning media coverage
and should start before the
content is created.
This he...

Creative
Create the inherently useful content and utility to pitch.
It could be an ebook, guide, study, survey results, wi...

Promotion Based on the research from step one,
marketers and PR pros should have a
valuable list of media outlets, journal...

Promotion Based on the research from step one,
marketers and PR pros should have a
valuable list of media outlets, journal...

Conversion
Having a clear understanding of
the GOALS OF THE CAMPAIGN
and making sure its ALIGNED
WITH THE BUYER JOURNEY is...

Conversion
Having a clear understanding of
the GOALS OF THE CAMPAIGN
and making sure its ALIGNED
WITH THE BUYER JOURNEY is...

Not all brands can achieve the same type of
search success that Moz and HubSpot enjoy.

Not all brands can achieve the same type of
search success that Moz and HubSpot enjoy.
Their recipe for success isn’t a my...

Earning real media citations with inherently
useful content is the path to optimum search
engine visibility, both today an...

Those benefits,
however, are
merely tertiary to
the ample volume
of traffic and
conversions the
referring media
outlets dr...

Cision’s Content Marketing Suite
Brought to you by:
• Create & publish content to your customized
social newsroom or blog...

Only 10 campaign slots remaining for Q2
bit.ly/contr-assess
@ChadPollitt’s Phone:
317-575-8852 x256

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