[#ghconf17] fighting the plateau: seo & inbound tactics for taking growth leaps
Post on 22-Jan-2018
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#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
Every acquisition channel eventually suffers fatigue.
“
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
Lead Nurturing
Lead Capture
TOFU Traffic
Conversion
}This is usually the leakiest part of most funnels. Email deliverability, dropping engagement, restrictions from email providers and general “banner blindness” are all contributing to this.
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
Enter chatbots.
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
80-90%Average response rates from engaged chatbot audiences.
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
So, what can you actually do?
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
Let’s change direction a little…
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
Our organic search traffic works well for TOFU content, but how can we rank
content further down the funnel?
“
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
How most SEO campaigns are [incorrectly] approached
BacklinksContent
Time
Qua
ntity
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
How *most SEO campaignsshould be approached
BacklinksContent
Time
Qua
ntity
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
Knowing which levers to pull, and when to pull them.
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
http://bit.ly/2h3oiqe
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
http://bit.ly/2nCYHIW
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
Making unsexy content, linkable.
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
1.Category page
expanders.
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
Not a lot of original content on these
pages.
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
Content expansion at the bottom of the page to build out more original
relevant content & makes them more linkable.
http://www.wayfair.com/Sofas-C413892.html
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
2.Tabbed content.
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
Nobody really wants to link to this, right?
http://www.capterra.com/customer-relationship-management-software/
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
You’d probably link to this though…
http://www.capterra.com/customer-relationship-management-software/
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
We’re struggling to move up from the bottom/middle of page 1 of Google.
“
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
Google cares about user experience.
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
Middle of page 2 for ‘document tracking’.
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
Now for something a little more practical.
#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17
Get the deck via Facebook Messenger here:
matthewbarby.com/gh17
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Jamie Siminoff, Ring
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