Slide deck from my talk at the SearchLeeds conference in July 2016.

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

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

3. #SearchLeeds@matthewbarby // @HubSpot
2.5 million
individual blog posts are
published online every day.

4. #SearchLeeds@matthewbarby // @HubSpot
http://mealime.com/resources/how-to-save-money-on-groceries-ultimate-guide/

5. #SearchLeeds@matthewbarby // @HubSpot
Social Shares:
Backlinks:
Linking Domains:
61
4
2

6. #SearchLeeds@matthewbarby // @HubSpot
Social Shares:
Backlinks:
Linking Domains:
61
4
2

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

8. #SearchLeeds@matthewbarby // @HubSpot
Social Shares:
Backlinks:
Linking Domains:
0
9
8

9. #SearchLeeds@matthewbarby // @HubSpot
Social Shares:
Backlinks:
Linking Domains:
0
9
8

10. #SearchLeeds@matthewbarby // @HubSpot
Content - Promotion = Failure

11. #SearchLeeds@matthewbarby // @HubSpot
More links =
more organic
traffic

12. #SearchLeeds@matthewbarby // @HubSpot
Backlinks matter.

13. #SearchLeeds@matthewbarby // @HubSpot
Also, don’t neglect website architecture.

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

15. #SearchLeeds@matthewbarby // @HubSpot
And probably the most neglected
area of SEO…

16. #SearchLeeds@matthewbarby // @HubSpot
User experience.

17. #SearchLeeds@matthewbarby // @HubSpot

18. #SearchLeeds@matthewbarby // @HubSpot

19. #SearchLeeds@matthewbarby // @HubSpot
Specific need.
Search for solution.
Expected experience.

20. #SearchLeeds@matthewbarby // @HubSpot
Here’s an example…

21. #SearchLeeds@matthewbarby // @HubSpot
how to build a shed

22. #SearchLeeds@matthewbarby // @HubSpot
Informational
search result.

23. #SearchLeeds@matthewbarby // @HubSpot

24. #SearchLeeds@matthewbarby // @HubSpot

25. #SearchLeeds@matthewbarby // @HubSpot
Google cares about user experience.

26. #SearchLeeds@matthewbarby // @HubSpot
Middle of page 2 for
‘document tracking’.

27. #SearchLeeds@matthewbarby // @HubSpot
1 hour later…

28. #SearchLeeds@matthewbarby // @HubSpot
Google looks at what happens after
someone clicks on a search result too.
This also applies to links.

29. #SearchLeeds@matthewbarby // @HubSpot
… it’s not just Google that cares.

30. #SearchLeeds@matthewbarby // @HubSpot
Before: “how to write a press release”

31. #SearchLeeds@matthewbarby // @HubSpot
After: “how to write a press release”

32. #SearchLeeds@matthewbarby // @HubSpot
0%
1%
2%
3%
4%
Before After
3.92%
1.15%
Conversion rate: before vs after.
#GrowWithHubSpot
+240%

33. #SearchLeeds@matthewbarby // @HubSpot
Content + Architecture Design +
User Experience + Promotion
= Success

34. #SearchLeeds@matthewbarby // @HubSpot
Now for some tactics you can use…

35. #SearchLeeds@matthewbarby // @HubSpot
1.
Content consolidation
through redirects.

36. #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

37. #SearchLeeds@matthewbarby // @HubSpot
30% CTR
16% CTR
10% CTR
7% CTR
5% CTR
3% CTR

38. #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

39. #SearchLeeds@matthewbarby // @HubSpot
Webpage A Webpage B
canonical

40. #SearchLeeds@matthewbarby // @HubSpot
Webpage Keyword Ranking Keyword Monthly Volume Monthly Visits
Webpage AB #3 20,000 2,000
Total +20%

41. #SearchLeeds@matthewbarby // @HubSpot
1. Find overlapping content.
2. Assess rankings, links & traffic.
3. Pick a winner & canonical (or 301 redirect).

42. #SearchLeeds@matthewbarby // @HubSpot
2.
Answering Quora questions
that your content answers.

43. #SearchLeeds@matthewbarby // @HubSpot

44. #SearchLeeds@matthewbarby // @HubSpot
Stats on views/followers.
Related questions to use
as new content ideas.

45. #SearchLeeds@matthewbarby // @HubSpot
You can generate a lot of
hyper -relevant traffic
from Quora.

46. #SearchLeeds@matthewbarby // @HubSpot
1. Find relevant questions.
2. Script responses that add value.
3. Track any referral traffic and then scale it up.

47. #SearchLeeds@matthewbarby // @HubSpot
3.
Category page content
expanders.

48. #SearchLeeds@matthewbarby // @HubSpot
Not a lot of original
content on these
pages.

49. #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

50. #SearchLeeds@matthewbarby // @HubSpot
https://www.trafficsafetystore.com/traffic-cones
From a “traffic cones”
category pages.

51. #SearchLeeds@matthewbarby // @HubSpot
Remember to solve for user experience
as well as SEO with these pages.

52. #SearchLeeds@matthewbarby // @HubSpot
4.
Sponsoring local meetups.

53. #SearchLeeds@matthewbarby // @HubSpot

54. #SearchLeeds@matthewbarby // @HubSpot
1. Find relevant meetups local to you.
2. Approach them for sponsorship.
3. Get links and a huge content research asset.

55. #SearchLeeds@matthewbarby // @HubSpot
5.
Community hijacking.

56. #SearchLeeds@matthewbarby // @HubSpot
Here’s an example…

57. #SearchLeeds@matthewbarby // @HubSpot

58. #SearchLeeds@matthewbarby // @HubSpot
Hyper-relevant links.

59. #SearchLeeds@matthewbarby // @HubSpot

60. #SearchLeeds@matthewbarby // @HubSpot

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

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