[#ghconf17] fighting the plateau: seo & inbound tactics for taking growth leaps

Fighting the Plateau: SEO & Inbound Tactics for Taking Growth Leaps

Matthew Barby, Hubspot

@matthewbarby

Fighting the Plateau: SEO & Inbound Tactics

for Taking Growth Leaps

#GHConf17@matthewbarby // @HubSpot matthewbarby.com/gh17

Every acquisition channel eventually suffers fatigue.

“

http://matthewbarby.com/gh17


Lead Nurturing

Lead Capture

TOFU Traffic

Conversion

}This is usually the leakiest part of most funnels. Email deliverability, dropping engagement, restrictions from email providers and general “banner blindness” are all contributing to this.



Enter chatbots.



80-90%Average response rates from engaged chatbot audiences.



So, what can you actually do?



Let’s change direction a little…



Our organic search traffic works well for TOFU content, but how can we rank

content further down the funnel?

“



How most SEO campaigns are [incorrectly] approached

BacklinksContent

Time

Qua

ntity



How *most SEO campaignsshould be approached

BacklinksContent

Time

Qua

ntity



Knowing which levers to pull, and when to pull them.



http://bit.ly/2h3oiqe



http://bit.ly/2nCYHIW



Making unsexy content, linkable.



1.Category page

expanders.



Not a lot of original content on these

pages.



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

relevant content & makes them more linkable.

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



2.Tabbed content.



Nobody really wants to link to this, right?

http://www.capterra.com/customer-relationship-management-software/



You’d probably link to this though…

http://www.capterra.com/customer-relationship-management-software/



We’re struggling to move up from the bottom/middle of page 1 of Google.

“



Google cares about user experience.



Middle of page 2 for ‘document tracking’.



1 hour later…



Now for something a little more practical.



Get the deck via Facebook Messenger here:

matthewbarby.com/gh17



@matthewbarby

Fighting the Plateau: SEO & Inbound Tactics

for Taking Growth Leaps

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[#ghconf17] fighting the plateau: seo & inbound tactics for taking growth leaps

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