Most companies will focus a large portion of their SEO strategy purely on the creation of new content. This works well but it often results in neglecting many wins that can be had with existing content. Matthew will be exploring new ways of thinking on restructuring site architecture, making gains through consolidation (not creation), and realigning user experience to increase organic traffic. All of this will be presented with real examples, data, and stories that won't be shared anywhere else.

1. @matthewbarby
Unlocking Authority:
Bridging the Gap
Between Architecture
& UX

2. #SearchLove@matthewbarby // @HubSpot
CREATE
MORE
CONTENT
🎉🎉

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

4. #SearchLove@matthewbarby // @HubSpot

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Please laugh at
Matt’s joke.

8. #SearchLove@matthewbarby // @HubSpot
We’re all so focused on creating new
content that we forget to look for wins
in what we already have.
“

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

10. #SearchLove@matthewbarby // @HubSpot
Doing More
With What You
Already Have

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I have a bunch of content focused on
a topic but it all ranks on page 2 or
lower.
“

12. #SearchLove@matthewbarby // @HubSpot
Consolidate, Link or Update.

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Play #1
Consolidating cannibalizing
content.

14. #SearchLove@matthewbarby // @HubSpot

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Webpage A Webpage B
canonical

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Play #2 & 3
Pushing more internal links to
the content or/and republishing.

17. #SearchLove@matthewbarby // @HubSpot
A lot of authority comes from your
internal website architecture.

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Find high
impression/high
position content
within Google
Search Console.

21. #SearchLove@matthewbarby // @HubSpot
106%
increase in organic search
traffic to the HubSpot blog
posts we republished.
http://bit.ly/29kFZxx

22. #SearchLove@matthewbarby // @HubSpot
Aligning Search Intent
with UX.
Play #4

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Google cares about user experience.

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Middle of page 2 for
‘document tracking’.

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1 hour later…

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Etsy (& Pinterest) have been taking more
of a legit approach.

27. #SearchLove@matthewbarby // @HubSpot
} Using title tag testing to
earn huge traffic gains.

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Certain parts of our website just rank
better than others.
“

29. #SearchLove@matthewbarby // @HubSpot
Find dead-ends within your
architecture and fix them.
Play #1

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}Increase of over
50,000 visits per
month.

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Getting a better understanding of the
link graph and using it to make
decisions.
Play #2

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}
Use a tool like Sitebulb,
Screaming Frog or
Botify to map out your
internal link graph.

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{
Enrich the data with
external link
information from
Ahrefs.

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Now you know the distribution of authority.

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{
Now layer in
keyword data so
that you know
where to shift
authority.

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“To rank ‘URL x’ for ‘keyword x’ we need to
create 11 new internal links from pages with a
score higher than 1.28.”
The Goal

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Then test.

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Find wasted equity with log file
analysis.
Play #3

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Overlay this with external link data.

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Now what?

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Step 1: did the URL ever exist?

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Yes, the URL did exist.
New Page Replaced It: Redirect 404 URL
No Replacement + Equity: Rebuild or Redirect
No Replacement + No Equity: Update Link
(and update backlink if possible)
(assuming no search volume)

48. #SearchLove@matthewbarby // @HubSpot
No, the URL didn’t exist.
Linked from External Site: Reach Out to Update
No Response from External Site?: Redirect
Linked Internally: Update the Link
(you’ll find this in the log files)
(you’ll find this in the log files)

49. #SearchLove@matthewbarby // @HubSpot
Mmm delicious
404s.

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Push internal links from frequently
crawled URLs to important pages.
Play #4
(you’re gonna need those log files again)

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Here’s an example…

52. #SearchLove@matthewbarby // @HubSpot
Our blog author pages get crawled like crazy

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}
Links to blog content
deeper in the
architecture, which is
great.

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} This section kinda feels
like a wasted
opportunity though,
right?

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Feels good.

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People aren’t always looking directly
for what we have to offer - I don’t
think SEO will work for us.
“

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Creating side doors into your website.
Play #1

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60. #SearchLove@matthewbarby // @HubSpot
“An app marketplace to connect
different apps together to increase
their functionality”

61. #SearchLove@matthewbarby // @HubSpot
Extend a Product’s Functionality
Product Integration Specific Feature Product Comparison
Search Intent to Site Architecture
/zapbook/BRAND1/BRAND2 /zapbook/brand/REVIEW/zapbook/zaps/FEATURE
/zapbook/hubspot-crm/mailchimp/
e.g
/zapbook/zaps/367/hipchat-message/
e.g
/zapbook/gumroad/review/
e.g

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Product Integration
/zapbook/hubspot-crm/mailchimp/

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Specific Feature
/zapbook/zaps/233/publish-your-rss-
feed-to-twitter/

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Product Comparison
/zapbook/mailjet/review/

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Zapier’s internal linking architecture is killer.

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Links to brand level pages.
Links to feature pages.
Links to brand review pages.

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=

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Get the deck via Facebook Messenger here:
matthewbarby.com/searchlove

71. @matthewbarby
Unlocking Authority:
Bridging the Gap
Between Architecture
& UX