NYC HUG Q2: Pillar Content Strategy
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Moe Bachouti delivers a powerful presentation on how pillar content can transform your content strategy for 2018.
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NYC HUG Q2: Pillar Content Strategy
- 1. !26 Tonight’s Agenda Pillar Content Strategy by Moe Bachouti Region Manager, LatAm Customer Success Team #nychug
- 2. #INBOUND17 From Keywords to Content Strategy Improve your SEO using HubSpot M O E B A C H O U T I – C U S TO M E R S U C C E S S R E G I O N A L M A N A G E R #NYCHUG
- 3. #INBOUND17 Moe BachoutiCustomer Success Regional Manager #NYCHUG
- 4. ● Build Authority Using Topic Clusters ● How to move from Keywords to Topic Clusters ● How do we use topic clusters and campaigns together? ● Q & A AGENDA #NYCHUG
- 5. #INBOUND17 D O Y O U R C U S T O M E R S K N O W T H AT ? D O S E A R C H E N G I N E S ? What do you want to be known for? #NYCHUG
- 7. #INBOUND17 What if you run a gym But you really want to differentiate yourself as a “weight-loss gym program”? #NYCHUG
- 8. #INBOUND17
- 9. #INBOUND17
- 10. #INBOUND17
- 11. #INBOUND17
- 12. #INBOUND17 But then, you’re left with a site with millions of similar pages on that exact same term, with not much to show for it. So our blog looked like this:
- 14. #INBOUND17 Search engines aren’t searching for your content… Humans are #NYCHUG
- 15. #INBOUND17 Search engines aren’t searching for your content…Humans are #NYCHUG
- 16. 2012 Penguin Update - Penalizes spam factors including stuffing keywords 2013 Hummingbird Update - Google begins to understand semantic search 2014 HTTP/SSL ranking boost rolled-out. Also, Pigeon update affecting local SEO. 2015 Mobilegeddon Update - mobile ranking update for mobile- friendly sites Late 2015 RankBrain introduced and begins to serve SERPs 2011 Google begins encrypting search queries resulting in “Not provided” #NYCHUG
- 17. #INBOUND17 SERP in 2018 Image section #NYCHUG
- 18. #INBOUND17 SERP in 2018 Image section Knowledge Graph #NYCHUG
- 19. #INBOUND17 SERP in 2018 Image section Knowledge Graph Featured snippet #NYCHUG
- 21. #INBOUND17 • Localization • Time of Day • Format of Query • Device Type • Contextual Cues #NYCHUG
- 22. #INBOUND17 • Localization • Time of Day • Format of Query • Device Type • Contextual Cues #NYCHUG
- 23. #INBOUND17 Restaurants, 5 star yelp, Cambridge, Kendall Sq Good Lunch Restaurants in Kendall Square, MA Good Restaurants near me Order 2 of my favorite dish for pickup 2008 2012 2017 2019 #NYCHUG
- 24. #INBOUND17 Search engines know your content M AY B E B E T T E R T H A N Y O U T H I N K #NYCHUG
- 25. ●Assumes: • Desktop browser • Same internet connection • Same time of day • Question asked the same way CONTENT CREATION HAS (MORE OR LESS) REMAIN UNCHANGED 1.Meta description & page that answers an exact keyword someone might type in Exact Keyword in URL and meta tags #NYCHUG
- 26. #INBOUND17 So … what’s the answer? #NYCHUG
- 27. THINK ABOUT TOPICS, NOT KEYWORDS This allows you to own a “Sphere of Influence” and build authority on the internet #NYCHUG
- 28. THIS IS WHAT A SPHERE OF INFLUENCE LOOKS LIKE #NYCHUG
- 29. AND THIS IS WHAT HAPPENS TO ALL THOSE PAGES #NYCHUG
- 30. WHAT IS A TOPIC CLUSTER? #NYCHUG
- 32. #INBOUND17 AT THE CENTER IS A PILLAR PAGE #NYCHUG
- 33. #INBOUND17 Content Strategy allows you To focus on a topic you want to own, not a keyword #NYCHUG
- 34. HOW TO MOVE FROM KEYWORDS TO TOPIC CLUSTERS 2 #NYCHUG
- 36. #INBOUND17 1. Create a comprehensive list of potential primary keywords/topics to act as potential “pillar content” #NYCHUG
- 37. #INBOUND17 Products & Services Stages of Buyer’s Journey Content you already have #NYCHUG
- 38. #INBOUND17 2. Assess volume, competitiveness, and search intent of primary keywords #NYCHUG
- 39. #INBOUND17 3. Explore potential “cluster content” by compiling a list of semantic and long- tail keywords #NYCHUG
- 41. #INBOUND17 6 to 8 subtopics for each topic cluster #NYCHUG
- 42. #INBOUND17 Executing on your topic ideas #NYCHUG
- 43. #INBOUND17 4. Put everything together in a topic cluster using the Strategy tool #NYCHUG
- 45. #INBOUND17 5. Create content for your subtopics Blog posts #NYCHUG
- 46. #INBOUND17 6. Create content for your main topic Pillar Page #NYCHUG
- 47. #INBOUND17 What is a pillar page? #NYCHUG
- 51. #INBOUND17 7. Link pillar page with blog posts and vice versa through hyperlinks #NYCHUG
- 53. #INBOUND17 8. Measure the effectiveness of your topic clusters #NYCHUG
- 55. T O P I C R E P O RT I N G #NYCHUG
- 56. HOW DO WE USE TOPIC CLUSTERS AND CAMPAIGNS TOGETHER? 3 #NYCHUG
- 58. #INBOUND17 Topic Cluster Campaign Long-term authority Short-term traffic boost #NYCHUG
- 60. #INBOUND17 “velocity behind Four Days of Facebook campaign and the unreal content on https://www.hubspot.com/facebook-marketing caused us to temporarily jump to #1 position over the weekend and win the Featured Snippet for "Facebook Marketing" (above Facebook itself)!! Impressive feat for an extremely competitive topic” #NYCHUG
- 61. #INBOUND17 Topic Cluster Campaign Content for kickstart Additional content for subtopics #NYCHUG
- 62. #INBOUND17 Content for kickstart Additional content for subtopics #NYCHUG
- 63. #INBOUND17#INBOUND17 T H A N K Y O U #NYCHUG
- 64. #INBOUND17#INBOUND17 Q U E S T I O N S ? #NYCHUG
- 66. TOPIC CLUSTER RESEARCH • https://blog.hubspot.com/marketing/content-marketing-strategy • https://research.hubspot.com/topic-clusters-seo • https://blog.hubspot.com/marketing/pillar-cluster-model-transform- blog • https://blog.hubspot.com/customers/double-digit-jumps-in-organic- traffic-with-content-pillars #NYCHUG
- 70. • Your Guide to Creating Effective Content with Content Strategy • Search has Changed. Content Needs to Evolve. • The Future of Content Marketing • What does SEO look like in 2017? ADDITIONAL CONTENT #NYCHUG