NYC HUG Q2: Pillar Content Strategy
- 2. #INBOUND17
From Keywords to Content
Strategy
Improve your SEO using HubSpot
M O E B A C H O U T I – C U S TO M E R S U C C E S S R E G I O N A L M A N A G E R
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- 4. ● Build Authority Using Topic Clusters
● How to move from Keywords to Topic Clusters
● How do we use topic clusters and campaigns together?
● Q & A
AGENDA
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- 5. #INBOUND17
D O Y O U R C U S T O M E R S K N O W T H AT ?
D O S E A R C H E N G I N E S ?
What do you want to be known for?
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- 12. #INBOUND17
But then, you’re left with a site with
millions of similar pages on that
exact same term, with not much to
show for it.
So our blog looked like this:
- 16. 2012
Penguin Update -
Penalizes spam factors
including stuffing
keywords
2013
Hummingbird Update -
Google begins to
understand semantic
search
2014
HTTP/SSL ranking
boost rolled-out. Also,
Pigeon update
affecting local SEO.
2015
Mobilegeddon Update
- mobile ranking
update for mobile-
friendly sites
Late 2015
RankBrain introduced
and begins to serve
SERPs
2011
Google begins
encrypting search
queries resulting in
“Not provided”
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- 23. #INBOUND17
Restaurants, 5 star yelp, Cambridge, Kendall Sq
Good Lunch Restaurants in Kendall Square, MA
Good Restaurants near me
Order 2 of my favorite dish for pickup
2008
2012
2017
2019
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- 25. ●Assumes:
• Desktop browser
• Same internet
connection
• Same time of day
• Question asked the
same way
CONTENT CREATION HAS (MORE OR LESS) REMAIN UNCHANGED
1.Meta description & page that answers an exact
keyword someone might type in
Exact Keyword in URL and meta tags
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- 27. THINK ABOUT TOPICS, NOT KEYWORDS
This allows you to own a
“Sphere of Influence” and
build authority on the internet
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- 29. AND THIS IS WHAT HAPPENS TO ALL THOSE PAGES
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- 34. HOW TO MOVE FROM KEYWORDS TO TOPIC
CLUSTERS
2
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- 36. #INBOUND17
1. Create a comprehensive list of
potential primary keywords/topics to
act as potential “pillar content”
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- 55. T O P I C R E P O RT I N G
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- 56. HOW DO WE USE TOPIC CLUSTERS AND
CAMPAIGNS TOGETHER?
3
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- 60. #INBOUND17
“velocity behind Four Days of Facebook campaign and the unreal
content on https://www.hubspot.com/facebook-marketing caused
us to temporarily jump to #1 position over the weekend and win
the Featured Snippet for "Facebook Marketing" (above Facebook
itself)!! Impressive feat for an extremely competitive topic”
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- 66. TOPIC CLUSTER RESEARCH
• https://blog.hubspot.com/marketing/content-marketing-strategy
• https://research.hubspot.com/topic-clusters-seo
• https://blog.hubspot.com/marketing/pillar-cluster-model-transform-
blog
• https://blog.hubspot.com/customers/double-digit-jumps-in-organic-
traffic-with-content-pillars
#NYCHUG
- 70. • Your Guide to Creating Effective Content with Content Strategy
• Search has Changed. Content Needs to Evolve.
• The Future of Content Marketing
• What does SEO look like in 2017?
ADDITIONAL CONTENT
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