Found vs. Chosen: How to Earn the Long Click with Content Hubs
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This document discusses strategies for creating effective hub pages and topic clusters to improve search engine optimization and user experience. It provides examples of companies like Hubspot and REI that have successfully used hub pages and topic clusters to rank well and drive massive traffic. Specific strategies discussed include the barbell approach of combining long-form and short-form content, and Hubspot's topic cluster model of creating a central hub page linked to related subpages, resources, posts, and offsite content to comprehensively cover a topic. The goal is to educate users, answer questions, and help them find what they need to reduce bouncing and increase long clicks.
Found vs. Chosen: How to Earn the Long Click with Content Hubs
- 2. Process of discovery with client Ads Organic results Features Snippet & PAA
- 3. Process of discovery with a client Why they are on front page, and you aren’t
- 4. Process of discovery Passive intent Active intent
- 5. Process of discovery with client Hub FTW!!!!
- 6. Why competitors dominated the page 1 SERPs 10X brands – reputation, reviews, etc.
- 7. Why competitors dominated the page 1 SERPs 10X brands – reputation, reviews, etc. Best-in-class user experience, including links
- 8. Why competitors dominated the page 1 SERPs 10X brands – reputation, reviews, etc. Best-in-class user experience, including links Nailed active and passive intent
- 9. Take that!
- 10. Content isn’t simply about what we do; it’s also about who we are.
- 11. How brands think of the work we do Create content Attain traffic & links Acquire conversions
- 12. The tag on my SUV
- 13. How we as marketers think about the web Ex. Keywords, placement, technical SEO,etc. Moz
- 14. How we think web searchers use search Yes, I WAS looking up best pubs in Brighton, U.K.
- 15. How my eyes were opened Hotjar Heat maps and user testing tell a different but only partial story.
- 16. Real-time chats reveal harsh truths: People often look over the No. 1 result How my eyes were opened
- 17. Found vs. Chosen It’s time to think beyond being found; the real value is in being chosen.
- 18. Found < CHOSEN
- 19. How could my clients take advantage of this information? Are: 10X brand (e.g., positive sentiment online & offline) Do: Nail active & passive intent Do: Create linkable assets with ability to rank
- 20. Active intent Passive intent Additional, related resources on site Hub pages nail the Do component of Found vs. Chosen
- 21. They amount to a central overview of a topic or category— linking to child categories and related products—while typically offering much more depth and utility. Instead of simply listing products and posts, hub pages… 1. Educates and answers more questions 2. Link to useful resources 3. Helps the user find exactly what they need 4. Delights and engages 5. Act as an “authority” on a given topic Cyrus Shepard What are hub pages & why are they effective?
- 22. AJ Kohn Hi, my name is Long Click. Hubs help you acquire me.
- 23. Also, Long click “This is what search marketers must realize. You will get credit for a long click if you’re part of the long click. If you ensure that the user doesn’t return to search results, even by sending them to another site, then you’re going to be rewarded.” —AJ Kohn Source
- 24. Hub pages rank well Still ranking high after more than 12 years
- 25. Hub pages earn massive traffic Ahrefs
- 26. Out of one, many. Hubs look like a singular resource, but are really a content & SEO juggernaut for your brand.
- 27. 3 Case Studies
- 28. HubSpot’s traffic takes off in 2014 HubSpot 2014 blog traffic
- 29. HubSpot’s traffic falls off a cliff in 2017 HubSpot 2017 2014
- 30. HubSpot’s old site architecture model HubSpot
- 31. HubSpot HubSpot’s new site architecture model
- 32. HubSpot’s new content strategy HubSpot
- 33. Intent & UX Featured Snippets Opportunities External links
- 34. Significant growth in less than one month Topic Clusters are a part of a winning strategy
- 35. Topic clusters working for HubSpot HubSpot
- 36. #2- Moz goes back to its roots
- 38. Bread and butter topics for qualified traffic
- 39. Attacked topics through events, blog posts, *Featured Snippets,* videos, etc.
- 40. Content hub combines all of the elements in one location
- 41. Results back up the effort
- 42. Results back up the effort
- 43. #3- REI model (content silos)
- 44. Hub pages nail intent That silos rank well is not an accident.
- 45. REI Presentation integrates products, pages and links to deliver an amazing user experience and topical relevance model.
- 46. The winning structure Zyppy Silos helps turn hubs into content & SEO coats of armor.
- 47. Architecture helps build UX, topical relevance and SEO dominance Zyppy Content Silos
- 48. REI’s Learn silos dominate the SERPs REI
- 50. Two ways to use hubs and/or pillar pages
- 53. Barbell strategy Janessa Lantz T Ways to cover individual aspects of the, onsite and offsite Topic
- 54. Barbell strategy T When they focused on individual blog posts Tammy Coil
- 55. Barbell strategy T Tammy Coil When they focused on building a resource
- 56. Barbell strategy T Tammy Coil Results speak for themselves
- 57. 4,500-word blog post aimed at ranking and acquiring business My services Search query
- 58. Topic MainAreas This explains why content marketing fails Write shorter content Death of content marketing Subject-matter experts Inputs > Outcomes Coverage Guest blog post Guest podcast Onsite blog Presentation How you can apply barbell strategy
- 59. This explains why content marketing fails How you can apply the barbell strategy Guest Post Email newsletter CDN Site speed Webinar Onsite post Podcast Social sharing Outreach
- 60. #2- HubSpot’s Topic Cluster model
- 61. How to use the Topic Cluster model Topic I want to rank for
- 62. How to get more speaking gigs Do I need prior experience? What keeps speakers from getting selected? How should I pitch? How do I get better scores? How to use the Topic Cluster model
- 63. HubSpot Copy this template, or create your own —but don’t complicate it.
- 64. Don’t be afraid to link outside resources Things to remember Your site Your site Your site Offsite Offsite Offsite
- 65. Hub Embrace the bow-tie: Links should flow in AND out, even to competitors. Marshall Simmonds Things to remember
- 66. I’m very satisfied. I choose you.