On this episode of 'Inbound & Down,' co-hosts Jon Sasala and Danielle Esposito conclude their miniseries discussion about key takeaways from inbound marketing and sales platform HubSpot's INBOUND 2017 conference, focusing on the current state of SEO.
SEO is the backbone of everything we do at Morey Creative. We can create beautifully designed websites and valuable content—that's the "easy" part. Ensuring these web pages get found isn't as easy, however. SEO isn't an exact science, and is oftentimes unpredictable.
Google constantly changes its search algorithms, and consequently, we, as marketers, must consistently adapt our approach to SEO in accordance. Which is why we were so excited to learn about the current state of SEO from the experts at Inbound this year.
And we learned a lot.
"It's not about the quantity; its about the quality."
As Matthew Barby, director of acquisition at HubSpot, explained in his session "Here’s Why You Don’t Rank In Google," most SEO campaigns don't begin the right way. Companies produce too much content that doesn't rank, and simply continue doing so.
"If you're producing content and it's not working—it's not ranking, it's not generating traffic, it's not generating any leads—you can't just produce more content and think that's going to change or make a difference," says Sasala, Creative Director. "It's not about the quantity; its about the quality."
Barby's suggestion? Since backlinks (or inbound links)—hyperlinks from an external webpage back to your website—are extremely valuable to SEO efforts, since they tell search engines that others vouch for the content you're producing, you should spend as much time promoting your amazing content as you do producing it, to get as many backlinks as possible.
This will boost your SEO rankings and land you on page one.
Today, 54.7 percent of web results are SEO or PPC results, he said. So where does the other 50 percent of results come from?
Local packs (Google Map results)
Featured snippets (position '0')
So as marketers, we shouldn't simply rely on search or PPC results to rank on page one anymore—there are so many other ways to get there! Step one is learning what types of results appear for the keywords you care about most. Then, determine how to optimize your content accordingly. For example, if you're trying to get on page one as a featured snippet phrase, position a short answer at the start of your content, so search engines can easily find it.
Key Takeaways From This Episode:
Search engine results are more than just PPC and search engine results pages (SERPs). You can rank in images, featured snippets, videos, news, tweets, and more.
SEO rankings are shifting, from ranking by keywords, to ranking by topic.