Forget About Blogs: Drive Organic Traffic With Microsites - Kevin Indig (MnSummit 2019)
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Creating a successful content strategy is really hard. Competition is growing and Google continuously refines its understanding of relevance and authority. Blogs are the wrong approach to tackle that challenge. Instead, I want to propose Microsites as a vehicle. In this presentation, I’m using examples from Atlassian, G2, Backlinko, and others to show how Microsites 2.0 are being built, why they’re the better framework and how you can set them up for yourself.
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Semelhante a Forget About Blogs: Drive Organic Traffic With Microsites - Kevin Indig (MnSummit 2019)
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Mais de MnSearch, The Minnesota Search Engine Marketing Association
Mais de MnSearch, The Minnesota Search Engine Marketing Association (20)
Forget About Blogs: Drive Organic Traffic With Microsites - Kevin Indig (MnSummit 2019)
- 2. “agile” articles in April 2019: ?
- 3. “agile” articles in April 2019: 44.6K
- 4. “git” articles in April 2019: ? “agile” articles in April 2019: 44.6K
- 5. “git” articles in April 2019: 258.9K “agile” articles in April 2019: 44.6K
- 6. “git” articles in April 2019: 258.9K “agile” articles in April 2019: 44.6K “seo” articles in April 2019: ?
- 7. “git” articles in April 2019: 258.9K “agile” articles in April 2019: 44.6K “seo” articles in April 2019: 116.7K
- 8. 84M posts on WP in April 2019
- 9. Google: > 50% of traffic
- 10. > 1 share = good
- 11. Most pages get no traffic and no links
- 14. Blogs Microsites 2.0 Kevin Indig
- 17. Part I: The problem with blogs
- 18. Microsite 1.0 Microsite 2.0 Campaigns Topics Subdomain Subdirectory One-time Evolving Technical workaround Tactical
- 19. Microsite 1.0 Microsite 2.0 Campaigns Topics Subdomain Subdirectory One-time Evolving Technical workaround Tactical flixtape.netflix.com atlassian.com/git inside.chanel.com zappier.com/learn seoguide.wix.com moz.com/learn rei.com/learn/expert-advice hotjar.com/grow-your-saas-startup/
- 20. Time Topic 1 Topic 2 Topic 3 Blog
- 21. Time Topic 1 Topic 2 Topic 3 Topic 1 Topic 2 Topic 3 Blog Microsite 2.0
- 22. Time Topic 1 Topic 2 Topic 3 Topic 1 Topic 2 Topic 3 Blog Microsite 2.0
- 23. Blog Microsite 2.0 Time Topic 1 Topic 2 Topic 3 Topic 1 Topic 2 Topic 3
- 24. Blog Microsite 2.0 Time Topic 1 Topic 2 Topic 3 Topic 1 Topic 2 Topic 3
- 25. Part I: The problem with blogs Part II: Microsites 2.0
- 27. 1. Content 2. External and internal links 3. User Intent 4. CTR 5. User Experience 6. Title tag 7. Page speed 8. Freshness 9. E-A-T 10.SSL encryption https://www.kevin-indig.com/the-10-seo-ranking-factors-we-know-to-be-true/
- 30. 9 pages 910 referring domains in 2 months 2420 queries in top 10 Estimated monthly traffic: 65K nerdwallet.com/article/investing/learn-about-ira-accounts
- 39. https://www.atlassian.com/agile 113 pages 1.4K referring domains 7,000 queries in top 10 Estimated monthly traffic: 100K
- 44. https://moz.com/learn/seo 414 pages 17K referring domains 12,000 queries in top 10 Estimated monthly traffic: 207K
- 51. atlassian.com/git Text Articles 875 pages 7.5K referring domains 18,000 queries in top 10 Estimated monthly traffic: 340K
- 55. https://www.rei.com/learn/expert-advice Nav Articles 775 pages 7.5K referring domains 75,000 queries in top 10 Estimated monthly traffic: 650K
- 58. https://www.atlassian.com/it-unplugged Featured articles Filter 78 pages 313 referring domains 1,700 queries in top 10 Estimated monthly traffic: 18K
- 61. https://www.atlassian.com/continuous-delivery 56 pages 441 referring domains 1,500 queries in top 10 Estimated monthly traffic: 20K
- 63. Part I: The problem with blogs Part II: Microsites 2.0 Part III: How To Do It yourself
- 64. Microsite 2.0 Hub page 1 3 2 4 6 Article 1 Article 2 Article 3 Article 4 Article 5 Article 6 CTA Landing page 5 Blog Thought leadership, news Static topics Text Article Text Navigation Prev Next CTA CTA Author
- 65. 1. Identify the problem 2. List solutions 3. Create how to’s 4. Help users compare products 5. Define conversion touch points 6. Choose the right format 7. Select main query 8. Map to URLs 9. Create and Launch! https://www.kevin-indig.com/a-better-approach-to-keyword-research-for-content-marketing/
- 67. Problem Topic: Toothbrush 🦷 Bad breath 1 2 3 4 5
- 68. 1. Identify the problem 2. List solutions 3. Create how to’s 4. Help users compare products 5. Define conversion touch points 6. Choose the right format 7. Select main query 8. Map to URLs 9. Create and Launch!
- 69. Problem Solutions Topic: Toothbrush 🦷 Brushing teeth Floss Medication Diet Bad breath 1 2 3 4 5
- 70. 1. Identify the problem 2. List solutions 3. Create how to’s 4. Help users compare products 5. Define conversion touch points 6. Choose the right format 7. Select main query 8. Map to URLs 9. Create and Launch!
- 71. Problem Solutions Topic: Toothbrush 🦷 How to brush teethBrushing teeth Floss Medication Diet How to Bad breath 1 2 3 How to floss How diet affects breath How to find right medication 4 5
- 77. 1. Identify the problem 2. List solutions 3. Create how to’s 4. Help users compare products 5. Define conversion touch points 6. Choose the right format 7. Select main query 8. Map to URLs 9. Create and Launch!
- 79. Problem Solutions Topic: Toothbrush 🦷 How to brush teethBrushing teeth Floss Medication Diet How to Bad breath 1 2 3 How to floss How diet affects breath How to find right medication 4 Comparison 5 Best toothbrushes Best floss Foods causing bad breath Best medication for bad breath
- 80. 1. Identify the problem 2. List solutions 3. Create how to’s 4. Help users compare products 5. Define conversion touch points 6. Choose the right format 7. Select main query 8. Map to URLs 9. Create and Launch!
- 81. Problem Solutions Topic: Toothbrush 🦷 How to brush teethBrushing teeth Floss Medication Diet How to Bad breath 1 2 3 How to floss How diet affects breath How to find right medication 4 Comparison Conversion 5 Best toothbrushes Best floss Foods causing bad breath Best medication for bad breath Buy toothbrush Buy floss (Buy medication)
- 82. Problem Solutions Topic: Toothbrush 🦷 How to brush teethBrushing teeth Floss Medication Diet How to Bad breath 1 2 3 How to floss How diet affects breath How to find right medication 4 Comparison Conversion 5 Best toothbrushes Best floss Foods causing bad breath Best medication for bad breath Buy toothbrush Buy floss (Buy medication) Greater Intent Immediate Intent
- 83. 1. Identify the problem 2. List solutions 3. Create how to’s 4. Help users compare products 5. Define conversion touch points 6. Choose the right format 7. Select main query 8. Map to URLs 9. Create and Launch!
- 85. Problem Solutions Topic: Toothbrush 🦷 How to brush teethBrushing teeth How to Bad breath 1 2 3 4 Comparison Conversion 5 Best toothbrushes Buy toothbrush Article Video Article Video Images List Landing Page
- 86. 1. Identify the problem 2. List solutions 3. Create how to’s 4. Help users compare products 5. Define conversion touch points 6. Choose the right format 7. Select main query 8. Map to URLs 9. Create and Launch!
- 87. Problem Solutions Topic: Toothbrush 🦷 How to brush teethBrushing teeth How to Bad breath 1 2 3 4 Comparison Conversion 5 Best toothbrushes Buy toothbrush “bad breath” “halitosis” “bad breath cure” “bad breath treatment” “how to brush teeth” “best toothbrush” “best electric toothbrush" “buy toothbrush” “buy {model}” Article Video Article Video Images List Landing Page
- 88. 1. Identify the problem 2. List solutions 3. Create how to’s 4. Help users compare products 5. Define conversion touch points 6. Choose the right format 7. Select main query 8. Map to URLs 9. Create and Launch!
- 89. Problem Solutions Topic: Toothbrush 🦷 How to brush teethBrushing teeth How to Bad breath 1 2 3 4 Comparison Conversion 5 Best toothbrushes Buy toothbrush “bad breath” “halitosis” “bad breath cure” “bad breath treatment” “how to brush teeth” “best toothbrush” “best electric toothbrush" “buy toothbrush” “buy {model}” Article Video Article Video Images List Landing Page quip.com/bad -breath quip.com/bad- breath/brushing-teeth quip.com/bad- breath/brushing-teeth/how- to quip.com/toothbrushes/bes t-toothbrushes quip.com/toothbrus hes/buy
- 90. 1. Identify the problem 2. List solutions 3. Create how to’s 4. Help users compare products 5. Define conversion touch points 6. Choose the right format 7. Select main query 8. Map to URLs 9. Create and Launch!
Notas do Editor
- Posts on Wordpress CMS marketshare: 60% >33% of internet traffic -> it’s not even close
- Google = king of referrers Anybody else = not even close. Not even Facebook. Parsely
- BuzzSumo 2018 traffic report
- AHREFs study (2018) of 920 web pages https://ahrefs.com/blog/search-traffic-study/
- Principle 1: every piece of content counts Principle 2: excellent or nothing Principle 3: maximize every click
- 10y experience in search
- - we've been using the same format for almost 3 decades now
- make two slides, put at beginning
- make two slides, put at beginning
- Blog: Random publishing sequence
- Microsite 2.0: structured publishing. Every user journey is covered from a to z. You don’t move to the next topic before you’ve covered the first 100%
- Blog: articles connected through internal links + related articles Microsite 2.0: articles connected through a sequence. Much better use of direct traffic.
- Blog: CTAs driven by funnel stage Microsite 2.0: better CTA at end of series and pre-qualified traffic
- Blog: hard to facilitate that level of relevant internal linking Microsite 2.0: relevant anchor text for internal linking, which shows google stronger authority.
- I recently conducted a meta analysis of 7 ranking factor studies Search metrics Semrush Backlinko -> check link at bottom
- And I came to that result Also looked at patents and google rater guidelines
- I want to show you 9 microsite that are good examples
- I think those 9 microsite rank well because they fulfill a lot of the ranking factors Start with nerdwallet
- only 9 pages
- hotjar
- 10 pages
- Authors in article = E-A-T
- Atlassian agile microsite
- In-article videos -> best of both worlds Connect video + text, increase engagement
- Mom learn microsite
- Coschedule agile microsite
- 17 top 10 rankings since march 22 ref domains 7 pages
- Atlassian git microsite
- Rei expert advice microsite
- Atlassian it unplugged microsite
- Atlassian cd microsite
- -> What it comes down to Optional: add a blog Static pages vs. news-worthy and thought-leadership content -> add to next section
- research main query
- Let’s pretend we build a microsite 2.0 for quip topic: toothbrush
- Start with the problem (always) People want to solve problems on search engines Problem = microsite topic
- Solutions = user journey paths
- Can be lots of how to’s for each solution how to apply solution to the problem
- Answerthepublic
- AHREFS questions
- SEMrush questions magic keyword tool
- Check out related questions
- Check out tree nav for taxonomy
- Always check the SERPs Be weary of PLAs + Knowledge Graph
- Conversion landing pages
- Immediate intent: what am I trying to do right now? Greater intent: what am I trying to do it for?
- Check serps
- Decide right format to match user intent or you won’t rank
- Main query + sub-queries
- Define urls Keep taxonomy in mind
- launch!