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

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Matt Barby discusses why there's more to life than great content. Matthew is an award-winning digital marketer specialising in developing growth strategies for businesses of all sizes. Matthew is an industry speaker and lecturer for the Digital Marketing Institute, as well as a regular columnist for a number of marketing publications, including Marketing Land, Moz and Search Engine Journal.

Marketing

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

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

#SearchLeeds@matthewbarby // @HubSpot
2.5 million
individual 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
http://www.wraxalls.co.uk/green-rooﬁng-guide/

#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
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
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
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
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
Hyper-relevant links.

#SearchLeeds@matthewbarby // @HubSpot
Remember that the relationship has to
be mutually beneﬁcial.

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