This article will cover the key takeaways from our Session #4: "Optimize" training. You can also watch the Session #4 training video. This article will cover three topics:
- Distributing your Hub Content: If a content Hub is built, but no one knows how to find it, can it make a measurable difference?
- SEO and Your Hub: Key terms to know, ranking factors, and Hub/Stream/Item level SEO settings.
- Hub Performance Measurement: Your Insights Toolbox
Step 1: Embed Hub Tiles in Emails and Pages of your Website
Here are a few examples of how you can embed individual content tiles within your emails and website. You can learn how to use embed tiles here.
Email Marketing: Including Embed Tiles in Your Newsletter
This is an example of embedding your Hub tiles into your newsletters. This saves your team time and effort by using your Hub content for your Newsletters. Clicking on the tiles in the Newsletters will take you directly into the Hub.
Email Marketing: Including Embed Tiles in Follow-Up Emails
This is useful if you want to send follow-up emails with recommended pieces of content that a viewer may be interested in reading. This is a great way to nurture your Marketing Automation insights, to provide really relevant content.
Email Marketing: Including Your Hub in Email Signatures
Another easy way to drive traffic to your Hub is updating your signature with your Hub link.
Website Embeds: Promoting Your Hub Content
Our favorite way that people have used our embeds is within your existing website. At the bottom of a "Solution" page or a "Product" page you can provide context specific content related to each page that will link them into your Hub.
Embed Tiles: The How To
Now that you have seen how you can use embed tiles for the content in your Hub, you can learn how to do it here.
Social Media: Sharing Your Hub Content
Sharing out your content via Twitter:
Sharing content out to LinkedIn:
Uberflip Extension: For Outlook and Chrome
You can also share your Hub content right from your email client using the Uberflip Extension (for Chrome, Outlook 2016, Outlook 2016). For more information on how to use the Extension, click here.
Step 2: Optimize your Hubs, Streams, and Items for SEO
SEO Terms to Know:
SEARCH ENGINE OPTIMIZATION (SEO)
The process of affecting the visibility of a website or a web page in a search engine’s unpaid results—often referred to as “natural,” “organic,” or “earned” results.
The programs that search engines use to scan and analyze websites in order to compile rankings and determine their importance.
AUTHORITY (AKA Trust, Link Juice, Google Juice)
The amount of trust that a site is credited with for a particular search query. Authority/trust is derived from related incoming links from other trusted sites. You can build your Hub’s authority by linking to it from your main website.
Content which is similar or identical to that found on another website or page. A site may not be penalized for serving duplicate content, but it will receive little if any trust from the search engines (SE) compared to the content that the SE considers being the original.
A permanent server redirect - a change of address for a web page. Also useful for dealing with duplicate content issues.
SEO: Your Website & Your Hub
- Make sure that you are cross linking from your Hub to your Website (included with our onBrand service - carrying the Header and Footer of your Website onto your Hub).
- Most people use the "Resource" section of their website to link to their Hub, or you can use "Blog," "News" etc. The more you are cross linking, the more traffic you will get!
SEO: Where do you Want to Publish Your Blog?
1. Publish in your Hub: If you want your Blog content to live in your Hub, and that is where you want to direct your users. You will set up 301 Redirects from your current Blog post (i.e. in Hubspot or Wordpress) to the Hub URLs. This will direct your traffic that is going into your previous Blog links, directly to your Hub, and you can author your new Blog posts within Uberflip.
2. Publish within your current blog: If you want to continue directing traffic to your current blog platform (ex. Wordpress, HubSpot) and for that to be where your blog content is indexed by search engines. You will use Canonical Meta Tags to reference the original source when your Hub is being indexed. From there, you can continue to create content within your current blog platform and bring it in with the RSS feed.
SEO: Optimizing Your Hub
We also have the ability to customize the SEO on 3 different levels of your Hub:
- Title: Name your Hub (i.e. Uberflip's Content Experience Hub)
- Meta Description: Clear and concise description of the value that visitors can expect to realize about the content in your Hub
- No Robots Meta Tag: Hide all content in your Hub from search engines (best used when initially building out your Hub prior to launch). Once you are ready to go live and have your Hub indexed, you will deselect this box (under Hub Options)
- Title: Your Stream's name (i.e. Lead Generation)
- Meta Description: Clear, concise description of content found in the Stream
- SEO Title: Customize how the Stream title appears in search results
- SEO Description: Customize how the Stream description appears in search results
- URL Slugs: Customize your Stream URLs (shorter is better!)
- Canonical Meta Tag: The original source of the Stream's content, important for indexing purposes (note: this setting applies to all Items inside the Stream)
- No Robots Meta Tag: Hide all content in a Stream from search Engines (if you have content that is not yet ready to be shared)
- Title: Your Item's name (i.e. 10 Tips for Killer SEO)
- Meta Description: Clear, concise description of the content Item
- Canonical URL: reference the original item source when your Hub is being indexed. (ex. the blog post as it appears in your HubSpot blog)
- SEO Title: Customize how the Title appears in search results
- SEO Description: Customize how the Description appears in search results
- URL Slugs: Optimize your Item URLs (short is better)!
SEO: Stream Level Options
Each of your Streams has the following SEO option:
- Crawlable (Canonical)
- Hide all the content in a Stream from search engines
- Use this setting when building your Stream
- Sales Streams (by default)
- ABM or hidden Streams
- Stream is searchable (can be scanned) by search engines
- Flipbook Folders
- Video Streams
- Social Media Streams
- Blog Streams (when publishing within the Hub)
- Stream can be scanned by search engines and is directing to the original source of the Stream’s content
- Marketing Streams (directing to Content Stream)
- Blog streams (when publishing outside of the Hub)
SEO: Best Practices
1. Design your content for humans, not robots. In the end, focus on your audience and readership, to ensure people can find the content they need and have an enjoyable experience and the SEO will naturally follow if you are producing great content!
3. Rich media = a Better Experience. It is easy to add images, videos, and embeds into your Blog content, within the Item editor (don't forget your ALT tags).
SEO: Best Practices for Your Hub
1. Set your Stream Level SEO Settings: Ensure your visible Streams are Crawlable or Crawlable (Canonical)
2. URL Structure: Include keywords and shorter is better!
3. Prevent Duplicate Content: Set up 301 redirects from your old blog or canonical URLs from your Hub articles
Step 3: Locate your Uberflip Content Score and Metrics
Content Score: Hub Insights at a Glance
Hub Metrics: Hub Insights at a Glance
Key Features of Uberflip's Metrics Platform
- Easily customize the reporting date range
- Exclude IP addresses from your metrics
- Adding, Removing, and Rearranging Hub Metrics
- Set-up daily, weekly, or monthly metrics emails to key members of your team
- Use powerful filters to analyze a specific Hub, Stream, Flipbook Folder, or Flipbook
How to locate your Uberflip Metrics:
1. Access Metrics from the top or side menu
2. Click on the 'Report on this Content' drop-down selection tool
3. Choose Hubs/Flipbooks
4. Select the Streams/Flipbooks you want Metrics on
You can learn more about Hub Metrics here.
Step 4: How to use insights provided by Analytics Platforms
To gain a holistic view of how your Hub is performing, you can use the insights provided by the following integrations with your Hub:
- Google Suite: Google Analytics, Google Search Console, and Google Tag Manager
- Marketing Automation: Marketo, Pardot, HubSpot, and Eloqua
- Bombora: Visitor Insights
Google Suite: Google Analytics, Search Console & Tag Manager
- Google Analytics is an extremely powerful (and free!) website analytics and reporting tool that can be integrated with your Hub to provide even more insight into your visitors' behavior. We highly recommend integrating Google Analytics with your Hub prior to its launch.
- You can learn more about the Google Analytics integration here.
Google Search Console
- Google Search Console is a free tool that can help you build, monitor, and manage your Hub's Google search rankings. We highly recommend integrating Google Search Console with your Hub.
- You can learn more about the Google Search Console integration here.
Google Tag Manager
- Book time with our Solutions Engineer if you're curious about integrating your Google Tag Manager account firstname.lastname@example.org
Marketing Automation: Individual Insights
- Prospect Level Insights - "Has John Downloaded this eBook?"
- Deep Content Attribution - Use segmentation to understand how your Hub content is driving Leads
- Content Counter Insights - Get unique insights on how content is fueling and accelerating the buyer journey
Bombora: Visitor Insights
Uberflip's Bombora integration makes it easy to gain new insights into your visitors' interests, company size, and industry. In just minutes, you can integrate Bombora into your Hub(s) and start to understand the effectiveness of your content strategy and how you can optimize your content to drive higher engagement and generate more leads. You can learn more about the free Bombora integration here.
Step 5: Now that you've completed Session 4...
- Book working Session #4
- Optimize your Hub for search (SEO)
- Exclude your IP Address from Metrics reporting
- Integrate Google Analytics
- Integrate Bombora
- Set up a Support call for Google Tag Manager (if applicable)
- Verify your Hub using Google Search Console (prior to Launch)
You can also watch the Session #4 training video.
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