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Found vs. Chosen: How to Earn the Long Click with Content Hubs
This document discusses strategies for creating effective hub pages and topic clusters to improve search engine optimization and user experience. It provides examples of companies like Hubspot and REI that have successfully used hub pages and topic clusters to rank well and drive massive traffic. Specific strategies discussed include the barbell approach of combining long-form and short-form content, and Hubspot's topic cluster model of creating a central hub page linked to related subpages, resources, posts, and offsite content to comprehensively cover a topic. The goal is to educate users, answer questions, and help them find what they need to reduce bouncing and increase long clicks.
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Found vs. Chosen: How to Earn the Long Click with Content Hubs
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- 2. Process of discoverywith client Ads Organic results Features Snippet & PAA
- 3. Process of discoverywith a client Why they are on front page, and you aren’t
- 4. Process of discovery Passiveintent Active intent
- 5. Process of discoverywith client Hub FTW!!!!
- 6. Why competitors dominatedthe page 1 SERPs 10X brands – reputation, reviews, etc.
- 7. Why competitors dominatedthe page 1 SERPs 10X brands – reputation, reviews, etc. Best-in-class user experience, including links
- 8. Why competitors dominatedthe page 1 SERPs 10X brands – reputation, reviews, etc. Best-in-class user experience, including links Nailed active and passive intent
- 9.
- 10. Content isn’t simplyabout what we do; it’s also about who we are.
- 11. How brands thinkof the work we do Create content Attain traffic & links Acquire conversions
- 12. The tag onmy SUV
- 13. How we asmarketers think about the web Ex. Keywords, placement, technical SEO,etc. Moz
- 14. How we thinkweb searchers use search Yes, I WAS looking up best pubs in Brighton, U.K.
- 15. How my eyeswere opened Hotjar Heat maps and user testing tell a different but only partial story.
- 16. Real-time chats revealharsh truths: People often look over the No. 1 result How my eyes were opened
- 17. Found vs. Chosen It’stime to think beyond being found; the real value is in being chosen.
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- 19. How could myclients take advantage of this information? Are: 10X brand (e.g., positive sentiment online & offline) Do: Nail active & passive intent Do: Create linkable assets with ability to rank
- 20. Active intent Passive intent Additional,related resources on site Hub pages nail the Do component of Found vs. Chosen
- 21. They amount toa central overview of a topic or category— linking to child categories and related products—while typically offering much more depth and utility. Instead of simply listing products and posts, hub pages… 1. Educates and answers more questions 2. Link to useful resources 3. Helps the user find exactly what they need 4. Delights and engages 5. Act as an “authority” on a given topic Cyrus Shepard What are hub pages & why are they effective?
- 22. AJ Kohn Hi, myname is Long Click. Hubs help you acquire me.
- 23. Also, Long click “Thisis what search marketers must realize. You will get credit for a long click if you’re part of the long click. If you ensure that the user doesn’t return to search results, even by sending them to another site, then you’re going to be rewarded.” —AJ Kohn Source
- 24. Hub pages rankwell Still ranking high after more than 12 years
- 25. Hub pages earnmassive traffic Ahrefs
- 26. Out of one,many. Hubs look like a singular resource, but are really a content & SEO juggernaut for your brand.
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- 28. HubSpot’s traffic takesoff in 2014 HubSpot 2014 blog traffic
- 29. HubSpot’s traffic fallsoff a cliff in 2017 HubSpot 2017 2014
- 30. HubSpot’s old sitearchitecture model HubSpot
- 31. HubSpot HubSpot’s new sitearchitecture model
- 32. HubSpot’s new contentstrategy HubSpot
- 33. Intent & UX FeaturedSnippets Opportunities External links
- 34. Significant growth inless than one month Topic Clusters are a part of a winning strategy
- 35. Topic clusters workingfor HubSpot HubSpot
- 36. #2- Moz goesback to its roots
- 38. Bread and buttertopics for qualified traffic
- 39. Attacked topics throughevents, blog posts, *Featured Snippets,* videos, etc.
- 40. Content hub combinesall of the elements in one location
- 41. Results back upthe effort
- 42. Results back upthe effort
- 43. #3- REI model (contentsilos)
- 44. Hub pages nail intent Thatsilos rank well is not an accident.
- 45. REI Presentation integrates products,pages and links to deliver an amazing user experience and topical relevance model.
- 46. The winning structure Zyppy Silos helpsturn hubs into content & SEO coats of armor.
- 47. Architecture helps build UX,topical relevance and SEO dominance Zyppy Content Silos
- 48. REI’s Learn silosdominate the SERPs REI
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- 50. Two ways touse hubs and/or pillar pages
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- 53. Barbell strategy Janessa Lantz T Waysto cover individual aspects of the, onsite and offsite Topic
- 54. Barbell strategy T When theyfocused on individual blog posts Tammy Coil
- 55. Barbell strategy T Tammy Coil Whenthey focused on building a resource
- 56. Barbell strategy T Tammy Coil Resultsspeak for themselves
- 57. 4,500-word blog postaimed at ranking and acquiring business My services Search query
- 58. Topic MainAreas This explains whycontent marketing fails Write shorter content Death of content marketing Subject-matter experts Inputs > Outcomes Coverage Guest blog post Guest podcast Onsite blog Presentation How you can apply barbell strategy
- 59. This explains why content marketingfails How you can apply the barbell strategy Guest Post Email newsletter CDN Site speed Webinar Onsite post Podcast Social sharing Outreach
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- 61. How to usethe Topic Cluster model Topic I want to rank for
- 62. How to get more speaking gigs DoI need prior experience? What keeps speakers from getting selected? How should I pitch? How do I get better scores? How to use the Topic Cluster model
- 63. HubSpot Copy this template,or create your own —but don’t complicate it.
- 64. Don’t be afraidto link outside resources Things to remember Your site Your site Your site Offsite Offsite Offsite
- 65. Hub Embrace the bow-tie:Links should flow in AND out, even to competitors. Marshall Simmonds Things to remember
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