SearchLove Boston 2019 - Aja Frost - How to (Aggressively) Grow Organic Traffic With a "Search Insights" Report
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A look at how Aja reviewed Hubspots content strategy and turned their traffic around to produce record numbers of leads.
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SearchLove Boston 2019 - Aja Frost - How to (Aggressively) Grow Organic Traffic With a "Search Insights" Report
- 1. How HubSpot (Aggressively) Grew Traffic With a “Search Insights” Report
- 4. Advantages 900K+ backlinks Brand recognition Great writers and great SEOs A ****-ton of content Disadvantages Lack of trust Different metrics SEO strategy? ¯_( )_/¯ Very little communication
- 6. The first “Search Insights Report”
- 10. #1 Tie our content closely to our products #2 Recommend only the most relevant keywords; group content ideas into topic clusters #3 Identify content cannibalization, repetitive content, and evergreen posts that can be optimized #4 Help bloggers write for SEO (while maintaining high quality and creative freedom) Improving the Insights Report
- 11. Bridge the gap between SEO and content
- 13. #1: Find our topic gaps
- 23. List of topic gaps ● Conversion rate optimization ● Customer reviews and testimonials ● Instagram marketing ● Website development ● Design ● Sales compensation ● Customer acquisition ● YouTube marketing ● Sales strategy ● Facebook advertising ● Snapchat marketing ● Customer success ● Branding ● Google ads ● On-page SEO ● Sales ops ● Pricing strategy
- 24. #2: Make the list of keywords way smaller weekly schedule how to burn a cd what do I do storyboard social media management marketing to millennials
- 29. ! !!!
- 30. Why do I love thee? Let me count the ways... 1. Add up to 10 domains 2. Specify domain, subdomain, URL path, or exact URL 3. Choose “level of overlap” (1-10 of your target domains) 4. Choose ranking filter
- 31. Topic-specific content competitors ● “[topic cluster head keyword] + blog(s)” ● “[topic cluster head keyword] + strategy” ● “[topic cluster head keyword] + [tips, techniques, tactics, advice]” ● “[topic cluster head keyword] + guide” ● “[topic cluster head keyword] + examples”
- 34. !
- 37. 1. Topical authority 2. A rising tide lifts all boats 3. Helps you avoid redundant, overlapping content Benefits of topic-cluster strategy
- 38. HEAD KEYWORD MSV TYPE Conversion rate optimization 3,100 Pillar page Landing page builder 2,700 Listicle Above the fold 2,300 Concept How to create a landing page 1,500 Tutorial A/B testing tools 1,100 Listicle Micro-conversion 1,100 Concept
- 49. Four options for every post Recycle URLRecycle URL Create brand-new content under a brand-new URL Create Used for topics we’ve never created content for before
- 52. Four options for every post Create brand-new content under a brand-new content Create Used for topics we’ve never created content for before Recycle URLRecycle URL Refresh the content, add/expand sections, replace the images, optimize the alt text Update Used for posts that have “growth potential”: used to rank for a KW or still do but in position 10+
- 53. ● Add new add examples ● Swap out any outdated references ● Replace any broken links ● Update any stats older than three years ● Add a paragraph titled “How do Facebook ads work?” [snippet grab] ● Add a section with the header “Facebook ads best practices” ● Add a section with the header “Facebook ad placements” ● Change “Facebook ad examples” header to “Facebook ad templates”
- 55. Four options for every post Create brand-new content under a brand-new content Create Used for topics we’ve never created content for before Recycle URLRecycle URL Refresh the content, add/expand sections, replace the images, optimize the alt text Update Used for posts that have “growth potential”: used to rank for a KW or still do but in position 10+ Create brand-new content for an existing URL Recycle URL Used for low- quality/out-of- date posts on a similar or identical topic with 10+ backlinks
- 59. Four options for every post Create brand-new content under a brand-new content Create Used for topics we’ve never created content for before Recycle URL Refresh the content, add/expand sections, replace the images, optimize the alt text Update Used for posts that have “growth potential”: used to rank for a KW or still do but in position 10+ Create brand-new content for an existing URL Recycle URL Used for low- quality/out-of- date posts on a similar or identical topic with 10+ backlinks Take this content from X URL, add it to Y URL, and redirect X to Y Combine Used for posts that are cannibalizing each other’s traffic
- 62. 1+ 1 = 3
- 63. #4: Help the bloggers “write for SEO”
- 68. Ch-ch-ch-changes ● SEO & Content SLA ● Monthly SEO & Content meeting ● Weekly one-on-ones ● New Slack channel for SEO & Content
- 69. Google Analytics plug-in for Google Sheets
- 70. This add-on lets you: ● Create reports using any combination of metrics, dimensions, filters, and segments available in GA ● Specify accounts, properties, and views ● Schedule reports
- 77. Milestones Leads generated from the blog Record number Free software users Record number
- 79. Takeaways ● Getting your content team or client’s trust is just as important as identifying the right keywords ● Identify topic-specific content competitors and use a content gap analysis ● Do things manually when you start; you can figure out how to scale the process later
- 80. Thank you