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Microsites 2.0 - MN Search - Kevin Indig

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Blogs are a format from the web 1.0 - so why do we still use them? Instead, we should embrace a format called "Microsite 2.0". It's much better suited for SEO - and performs better - because it follows some of the principles that are important nowadays: E-A-T, high-quality content, and guiding visitors through the user journey.

Publié dans : Marketing
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Microsites 2.0 - MN Search - Kevin Indig

  1. 1. “agile” articles in April 2019: ?
  2. 2. “agile” articles in April 2019: 44.6K
  3. 3. “git” articles in April 2019: ? “agile” articles in April 2019: 44.6K
  4. 4. “git” articles in April 2019: 258.9K “agile” articles in April 2019: 44.6K
  5. 5. “git” articles in April 2019: 258.9K “agile” articles in April 2019: 44.6K “seo” articles in April 2019: ?
  6. 6. “git” articles in April 2019: 258.9K “agile” articles in April 2019: 44.6K “seo” articles in April 2019: 116.7K
  7. 7. 84M posts on WP in April 2019
  8. 8. Google: > 50% of traffic
  9. 9. > 1 share = good
  10. 10. Most pages get no traffic and no links
  11. 11. 2x organic traffic
  12. 12. Blogs Microsites 2.0 Kevin Indig
  13. 13. www.kevin-indig.com
  14. 14. Part I: The problem with blogs
  15. 15. Time Topic 1 Topic 2 Topic 3 Blog
  16. 16. Time Topic 1 Topic 2 Topic 3 Topic 1 Topic 2 Topic 3 Blog Microsite 2.0
  17. 17. Time Topic 1 Topic 2 Topic 3 Topic 1 Topic 2 Topic 3 Blog Microsite 2.0
  18. 18. Blog Microsite 2.0 Time Topic 1 Topic 2 Topic 3 Topic 1 Topic 2 Topic 3
  19. 19. Blog Microsite 2.0 Time Topic 1 Topic 2 Topic 3 Topic 1 Topic 2 Topic 3
  20. 20. Microsite 1.0 Microsite 2.0 Campaigns Topics Subdomain Subdirectory One-time Evolving Technical workaround Tactical
  21. 21. 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/
  22. 22. Part I: The problem with blogs Part II: Microsites 2.0
  23. 23. https://www.kevin-indig.com/the-10-seo-ranking-factors-we-know-to-be-true/
  24. 24. 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/
  25. 25. 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
  26. 26. nerdwallet.com/article/investing/learn-about-ira-accounts Side nav CTA
  27. 27. nerdwallet.com/article/investing/learn-about-ira-accounts Article nav
  28. 28. Text Articles https://www.hotjar.com/grow-your-saas-startup/
  29. 29. https://www.hotjar.com/grow-your-saas-startup/operations/ Bottom nav CTA Internal links
  30. 30. https://www.hotjar.com/grow-your-saas-startup/operations/ Authors
  31. 31. https://www.hotjar.com/grow-your-saas-startup/operations/ Further material
  32. 32. https://www.atlassian.com/agile 113 pages 1.4K referring domains 7,000 queries in top 10 Estimated monthly traffic: 100K
  33. 33. https://www.atlassian.com/agile/tutorials Side nav Chapters Prev/next
  34. 34. https://www.atlassian.com/agile/project-management Author Content Prev/next
  35. 35. https://www.atlassian.com/agile/scrum Videos
  36. 36. https://moz.com/learn/seo 414 pages 17K referring domains 12,000 queries in top 10 Estimated monthly traffic: 207K
  37. 37. https://moz.com/learn/seo/on-site Side nav Article filter
  38. 38. https://moz.com/learn/seo/domain-authority Videos
  39. 39. https://coschedule.com/agile-marketing-guide/ Side nav Content CTA Author ToC
  40. 40. https://coschedule.com/agile-marketing-guide/agile-retrospective/ CTA Author
  41. 41. atlassian.com/git Text Articles 875 pages 7.5K referring domains 18,000 queries in top 10 Estimated monthly traffic: 340K
  42. 42. atlassian.com/git Blog Articles Text
  43. 43. atlassian.com/git/glossary Glossary CTA
  44. 44. 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
  45. 45. https://www.rei.com/learn/expert-advice/hydration-system.html Prev/next
  46. 46. https://www.atlassian.com/it-unplugged Featured articles Filter 78 pages 313 referring domains 1,700 queries in top 10 Estimated monthly traffic: 18K
  47. 47. https://www.atlassian.com/it-unplugged/itsm/help-desk-vs-service-desk-vs-itsm-pt-2 CTA Author
  48. 48. https://www.atlassian.com/continuous-delivery 56 pages 441 referring domains 1,500 queries in top 10 Estimated monthly traffic: 20K
  49. 49. https://www.atlassian.com/continuous-delivery Side nav Articles Text Prev/next
  50. 50. Part I: The problem with blogs Part II: Microsites 2.0 Part III: How To Do It yourself
  51. 51. 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
  52. 52. 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/
  53. 53. Problem Topic: Toothbrush 🦷 Bad breath 1 2 3 4 5
  54. 54. 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!
  55. 55. Problem Solutions Topic: Toothbrush 🦷 Brushing teeth Floss Medication Diet Bad breath 1 2 3 4 5
  56. 56. 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!
  57. 57. 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
  58. 58. 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!
  59. 59. 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
  60. 60. 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!
  61. 61. 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)
  62. 62. 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
  63. 63. 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!
  64. 64. 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
  65. 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!
  66. 66. 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
  67. 67. 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!
  68. 68. 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/ba d-breath quip.com/bad- breath/brushing-teeth quip.com/bad- breath/brushing- teeth/how-to quip.com/toothbrushes/ best-toothbrushes quip.com/toothbr ushes/buy
  69. 69. 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!
  70. 70. Thanks! @Kevin_Indig Kevin Indig www.kevin-indig.com Tech Bound kevin.indig

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