there's more to life than great content - matthew barby - #searchleeds 2016

@matthewbarby

There’s More to Life Than “Great

Content”

#SearchLeeds@matthewbarby // @HubSpot

Great content isn’t enough.

“

#SearchLeeds@matthewbarby // @HubSpot

2.5 millionindividual blog posts are

published online every day.

#SearchLeeds@matthewbarby // @HubSpot

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

#SearchLeeds@matthewbarby // @HubSpot

Social Shares: Backlinks:

Linking Domains:

61 4 2

#SearchLeeds@matthewbarby // @HubSpot

Social Shares: Backlinks:

Linking Domains:

61 4 2

#SearchLeeds@matthewbarby // @HubSpot

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

#SearchLeeds@matthewbarby // @HubSpot

Social Shares: Backlinks:

Linking Domains:

0 9 8

#SearchLeeds@matthewbarby // @HubSpot

Social Shares: Backlinks:

Linking Domains:

0 9 8

#SearchLeeds@matthewbarby // @HubSpot

Content - Promotion = Failure

#SearchLeeds@matthewbarby // @HubSpot

More links = more organic

traffic

#SearchLeeds@matthewbarby // @HubSpot

Backlinks matter.

#SearchLeeds@matthewbarby // @HubSpot

Also, don’t neglect website architecture.

#SearchLeeds@matthewbarby // @HubSpot

16%increase in organic search

traffic to the HubSpot blog…

http://bit.ly/1m25hWB

…from fixing the blog pagination.

#SearchLeeds@matthewbarby // @HubSpot

And probably the most neglected area of SEO…

#SearchLeeds@matthewbarby // @HubSpot

User experience.

#SearchLeeds@matthewbarby // @HubSpot

#SearchLeeds@matthewbarby // @HubSpot

#SearchLeeds@matthewbarby // @HubSpot

Specific need.

Search for solution.

Expected experience.

#SearchLeeds@matthewbarby // @HubSpot

Here’s an example…

#SearchLeeds@matthewbarby // @HubSpot

how to build a shed

#SearchLeeds@matthewbarby // @HubSpot

Informational search result.

#SearchLeeds@matthewbarby // @HubSpot

#SearchLeeds@matthewbarby // @HubSpot

#SearchLeeds@matthewbarby // @HubSpot

Google cares about user experience.

#SearchLeeds@matthewbarby // @HubSpot

Middle of page 2 for ‘document tracking’.

#SearchLeeds@matthewbarby // @HubSpot

1 hour later…

#SearchLeeds@matthewbarby // @HubSpot

Google looks at what happens after someone clicks on a search result too.

This also applies to links.

#SearchLeeds@matthewbarby // @HubSpot

… it’s not just Google that cares.

#SearchLeeds@matthewbarby // @HubSpot

Before: “how to write a press release”

#SearchLeeds@matthewbarby // @HubSpot

After: “how to write a press release”

#SearchLeeds@matthewbarby // @HubSpot

0%

1%

2%

3%

4%

Before After

3.92%

1.15%

Conversion rate: before vs after.

#GrowWithHubSpot

+240%

#SearchLeeds@matthewbarby // @HubSpot

Content + Architecture Design + User Experience + Promotion = Success

#SearchLeeds@matthewbarby // @HubSpot

Now for some tactics you can use…

#SearchLeeds@matthewbarby // @HubSpot

1.Content consolidation

through redirects.

#SearchLeeds@matthewbarby // @HubSpot

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

#SearchLeeds@matthewbarby // @HubSpot

30% CTR

16% CTR

10% CTR

7% CTR

5% CTR

3% CTR

#SearchLeeds@matthewbarby // @HubSpot

Webpage Keyword Ranking Keyword Monthly Volume Monthly Visits

Webpage A #5 20,000 1,000

Webpage B #6 20,000 600

Total 1,600

#SearchLeeds@matthewbarby // @HubSpot

Webpage A Webpage B

canonical

#SearchLeeds@matthewbarby // @HubSpot

Webpage Keyword Ranking Keyword Monthly Volume Monthly Visits

Webpage AB #3 20,000 2,000

Total +20%

#SearchLeeds@matthewbarby // @HubSpot

1. Find overlapping content.

2. Assess rankings, links & traffic.

3. Pick a winner & canonical (or 301 redirect).

#SearchLeeds@matthewbarby // @HubSpot

2.Answering Quora questions that your content answers.

#SearchLeeds@matthewbarby // @HubSpot

#SearchLeeds@matthewbarby // @HubSpot

Stats on views/followers.

Related questions to use as new content ideas.

#SearchLeeds@matthewbarby // @HubSpot

You can generate a lot of

hyper -relevant traffic from Quora.

#SearchLeeds@matthewbarby // @HubSpot

1. Find relevant questions.

2. Script responses that add value.

3. Track any referral traffic and then scale it up.

#SearchLeeds@matthewbarby // @HubSpot

3.Category page content

expanders.

#SearchLeeds@matthewbarby // @HubSpot

Not a lot of original content on these

pages.

#SearchLeeds@matthewbarby // @HubSpot

Content expansion at the bottom of the page to build out more original

relevant content.

http://www.wayfair.com/Sofas-C413892.html

#SearchLeeds@matthewbarby // @HubSpot

https://www.trafficsafetystore.com/traffic-cones

From a “traffic cones”

category pages.

#SearchLeeds@matthewbarby // @HubSpot

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

#SearchLeeds@matthewbarby // @HubSpot

4.Sponsoring local meetups.

#SearchLeeds@matthewbarby // @HubSpot

#SearchLeeds@matthewbarby // @HubSpot

1. Find relevant meetups local to you.

2. Approach them for sponsorship.

3. Get links and a huge content research asset.

#SearchLeeds@matthewbarby // @HubSpot

5.Community hijacking.

#SearchLeeds@matthewbarby // @HubSpot

Here’s an example…

#SearchLeeds@matthewbarby // @HubSpot

#SearchLeeds@matthewbarby // @HubSpot

Hyper-relevant links.

#SearchLeeds@matthewbarby // @HubSpot

#SearchLeeds@matthewbarby // @HubSpot

#SearchLeeds@matthewbarby // @HubSpot

Remember that the relationship has to be mutually beneficial.

@matthewbarby

There’s More to Life Than “Great

Content”