there's more to life than great content - matthew barby - #searchleeds 2016
TRANSCRIPT
![Page 1: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/1.jpg)
@matthewbarby
There’s More to Life Than “Great
Content”
![Page 2: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/2.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Great content isn’t enough.
“
![Page 3: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/3.jpg)
#SearchLeeds@matthewbarby // @HubSpot
2.5 millionindividual blog posts are
published online every day.
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#SearchLeeds@matthewbarby // @HubSpot
http://mealime.com/resources/how-to-save-money-on-groceries-ultimate-guide/
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#SearchLeeds@matthewbarby // @HubSpot
Social Shares: Backlinks:
Linking Domains:
61 4 2
![Page 6: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/6.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Social Shares: Backlinks:
Linking Domains:
61 4 2
![Page 7: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/7.jpg)
#SearchLeeds@matthewbarby // @HubSpot
http://www.wraxalls.co.uk/green-roofing-guide/
![Page 8: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/8.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Social Shares: Backlinks:
Linking Domains:
0 9 8
![Page 9: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/9.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Social Shares: Backlinks:
Linking Domains:
0 9 8
![Page 10: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/10.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Content - Promotion = Failure
![Page 11: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/11.jpg)
#SearchLeeds@matthewbarby // @HubSpot
More links = more organic
traffic
![Page 12: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/12.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Backlinks matter.
![Page 13: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/13.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Also, don’t neglect website architecture.
![Page 14: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/14.jpg)
#SearchLeeds@matthewbarby // @HubSpot
16%increase in organic search
traffic to the HubSpot blog…
http://bit.ly/1m25hWB
…from fixing the blog pagination.
![Page 15: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/15.jpg)
#SearchLeeds@matthewbarby // @HubSpot
And probably the most neglected area of SEO…
![Page 16: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/16.jpg)
#SearchLeeds@matthewbarby // @HubSpot
User experience.
![Page 17: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/17.jpg)
#SearchLeeds@matthewbarby // @HubSpot
![Page 18: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/18.jpg)
#SearchLeeds@matthewbarby // @HubSpot
![Page 19: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/19.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Specific need.
Search for solution.
Expected experience.
![Page 20: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/20.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Here’s an example…
![Page 21: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/21.jpg)
#SearchLeeds@matthewbarby // @HubSpot
how to build a shed
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#SearchLeeds@matthewbarby // @HubSpot
Informational search result.
![Page 23: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/23.jpg)
#SearchLeeds@matthewbarby // @HubSpot
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#SearchLeeds@matthewbarby // @HubSpot
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#SearchLeeds@matthewbarby // @HubSpot
Google cares about user experience.
![Page 26: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/26.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Middle of page 2 for ‘document tracking’.
![Page 27: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/27.jpg)
#SearchLeeds@matthewbarby // @HubSpot
1 hour later…
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#SearchLeeds@matthewbarby // @HubSpot
Google looks at what happens after someone clicks on a search result too.
This also applies to links.
![Page 29: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/29.jpg)
#SearchLeeds@matthewbarby // @HubSpot
… it’s not just Google that cares.
![Page 30: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/30.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Before: “how to write a press release”
![Page 31: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/31.jpg)
#SearchLeeds@matthewbarby // @HubSpot
After: “how to write a press release”
![Page 32: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/32.jpg)
#SearchLeeds@matthewbarby // @HubSpot
0%
1%
2%
3%
4%
Before After
3.92%
1.15%
Conversion rate: before vs after.
#GrowWithHubSpot
+240%
![Page 33: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/33.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Content + Architecture Design + User Experience + Promotion = Success
![Page 34: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/34.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Now for some tactics you can use…
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#SearchLeeds@matthewbarby // @HubSpot
1.Content consolidation
through redirects.
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#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
![Page 37: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/37.jpg)
#SearchLeeds@matthewbarby // @HubSpot
30% CTR
16% CTR
10% CTR
7% CTR
5% CTR
3% CTR
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#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
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#SearchLeeds@matthewbarby // @HubSpot
Webpage A Webpage B
canonical
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#SearchLeeds@matthewbarby // @HubSpot
Webpage Keyword Ranking Keyword Monthly Volume Monthly Visits
Webpage AB #3 20,000 2,000
Total +20%
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#SearchLeeds@matthewbarby // @HubSpot
1. Find overlapping content.
2. Assess rankings, links & traffic.
3. Pick a winner & canonical (or 301 redirect).
![Page 42: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/42.jpg)
#SearchLeeds@matthewbarby // @HubSpot
2.Answering Quora questions that your content answers.
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#SearchLeeds@matthewbarby // @HubSpot
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#SearchLeeds@matthewbarby // @HubSpot
Stats on views/followers.
Related questions to use as new content ideas.
![Page 45: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/45.jpg)
#SearchLeeds@matthewbarby // @HubSpot
You can generate a lot of
hyper -relevant traffic from Quora.
![Page 46: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/46.jpg)
#SearchLeeds@matthewbarby // @HubSpot
1. Find relevant questions.
2. Script responses that add value.
3. Track any referral traffic and then scale it up.
![Page 47: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/47.jpg)
#SearchLeeds@matthewbarby // @HubSpot
3.Category page content
expanders.
![Page 48: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/48.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Not a lot of original content on these
pages.
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#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
![Page 50: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/50.jpg)
#SearchLeeds@matthewbarby // @HubSpot
https://www.trafficsafetystore.com/traffic-cones
From a “traffic cones”
category pages.
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#SearchLeeds@matthewbarby // @HubSpot
Remember to solve for user experience as well as SEO with these pages.
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#SearchLeeds@matthewbarby // @HubSpot
4.Sponsoring local meetups.
![Page 53: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/53.jpg)
#SearchLeeds@matthewbarby // @HubSpot
![Page 54: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/54.jpg)
#SearchLeeds@matthewbarby // @HubSpot
1. Find relevant meetups local to you.
2. Approach them for sponsorship.
3. Get links and a huge content research asset.
![Page 55: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/55.jpg)
#SearchLeeds@matthewbarby // @HubSpot
5.Community hijacking.
![Page 56: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/56.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Here’s an example…
![Page 57: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/57.jpg)
#SearchLeeds@matthewbarby // @HubSpot
![Page 58: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/58.jpg)
#SearchLeeds@matthewbarby // @HubSpot
Hyper-relevant links.
![Page 59: There's more to life than great content - Matthew Barby - #SearchLeeds 2016](https://reader031.vdocument.in/reader031/viewer/2022031518/58f11b381a28abaa6e8b45c1/html5/thumbnails/59.jpg)
#SearchLeeds@matthewbarby // @HubSpot
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#SearchLeeds@matthewbarby // @HubSpot
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#SearchLeeds@matthewbarby // @HubSpot
Remember that the relationship has to be mutually beneficial.
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@matthewbarby
There’s More to Life Than “Great
Content”