SearchLeeds, Matt Barby 'There's more to life than "great content"'

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@matthewbarby
There’s More to Life
Than “Great
Content”

#SearchLeeds@matthewbarby // @HubSpot
Great content isn’t enough.
“

2.5 million
individual blog posts are
published online every day.

http://mealime.com/resources/how-to-save-money-on-groceries-ultimate-guide/

Social Shares:
Backlinks:
Linking Domains:
61
4
2

http://www.wraxalls.co.uk/green-rooﬁng-guide/

Social Shares:
Backlinks:
Linking Domains:
0
9
8

Content - Promotion = Failure

More links =
more organic
traﬃc

Backlinks matter.

Also, don’t neglect website architecture.

16%
increase in organic search
traﬃc to the HubSpot blog…
http://bit.ly/1m25hWB
…from ﬁxing the blog pagination.

And probably the most neglected
area of SEO…

User experience.

Speciﬁc need.
Search for solution.
Expected experience.

Here’s an example…

how to build a shed

Informational
search result.

Google cares about user experience.

Middle of page 2 for
‘document tracking’.

1 hour later…

Google looks at what happens after
someone clicks on a search result too.
This also applies to links.

… it’s not just Google that cares.

Before: “how to write a press release”

After: “how to write a press release”

0%
1%
2%
3%
4%
Before After
3.92%
1.15%
Conversion rate: before vs after.
#GrowWithHubSpot
+240%

Content + Architecture Design +
User Experience + Promotion
= Success

Now for some tactics you can use…

1.
Content consolidation
through redirects.

Webpage A Webpage B
#5 on page 1 for “keyword x” #6 on page 1 for “keyword x”
100 linking root domains 50 linking root domains

30% CTR
16% CTR
10% CTR
7% CTR
5% CTR
3% CTR

Webpage Keyword Ranking Keyword Monthly Volume Monthly Visits
Webpage A #5 20,000 1,000
Webpage B #6 20,000 600
Total 1,600

Webpage A Webpage B
canonical

Webpage Keyword Ranking Keyword Monthly Volume Monthly Visits
Webpage AB #3 20,000 2,000
Total +20%

1. Find overlapping content.
2. Assess rankings, links & traﬃc.
3. Pick a winner & canonical (or 301 redirect).

2.
Answering Quora questions
that your content answers.

Stats on views/followers.
Related questions to use
as new content ideas.

You can generate a lot of
hyper -relevant traﬃc
from Quora.

1. Find relevant questions.
2. Script responses that add value.
3. Track any referral traﬃc and then scale it up.

3.
Category page content
expanders.

Not a lot of original
content on these
pages.

Content expansion at the
bottom of the page to
build out more original
relevant content.
http://www.wayfair.com/Sofas-C413892.html

https://www.trafficsafetystore.com/traffic-cones
From a “traffic cones”
category pages.

Remember to solve for user experience
as well as SEO with these pages.

4.
Sponsoring local meetups.

1. Find relevant meetups local to you.
2. Approach them for sponsorship.
3. Get links and a huge content research asset.

5.
Community hijacking.

Hyper-relevant links.

Remember that the relationship has to
be mutually beneﬁcial.

SearchLeeds, Matt Barby 'There's more to life than "great content"'

SearchLeeds, Matt Barby 'There's more to life than "great content"'

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