Building a Hub and Spoke Content Model
Building a Hub and Spoke Content Model
Building a Hub and Spoke Content Model
Building a Hub and Spoke Content Model
Building a Hub and Spoke Content Model
Building a Hub and Spoke Content Model
In order to reach next-level growth we needed to identify a way to restructure the thousands of articles on the blog in a way that made more sense to both website visitors and search engines.
As Sprout Social is a public company I can't share many specific details
In order to reach next-level growth we needed to identify a way to restructure the thousands of articles on the blog in a way that made more sense to both website visitors and search engines.
As Sprout Social is a public company I can't share many specific details
In order to reach next-level growth we needed to identify a way to restructure the thousands of articles on the blog in a way that made more sense to both website visitors and search engines.
As Sprout Social is a public company I can't share many specific details
In order to reach next-level growth we needed to identify a way to restructure the thousands of articles on the blog in a way that made more sense to both website visitors and search engines.
As Sprout Social is a public company I can't share many specific details
In order to reach next-level growth we needed to identify a way to restructure the thousands of articles on the blog in a way that made more sense to both website visitors and search engines.
As Sprout Social is a public company I can't share many specific details
In order to reach next-level growth we needed to identify a way to restructure the thousands of articles on the blog in a way that made more sense to both website visitors and search engines.
As Sprout Social is a public company I can't share many specific details
March 2022 - present
Timeline
Sr. Manager of Website Strategy
Sprout Social
March 2022 - present
Timeline
Sr. Manager of Website Strategy
Sprout Social
Opportunity
Opportunity
Sprout Social has been a content marketing powerhouse and drives a great deal of value from the blog, but traffic to that content began to plateau. No matter how much new content was published on the site it was impossible to break through the ceiling.
After doing some research, I realized the issue was that we were using the same SEO strategies that we found successful in 2013. We hadn't evolved our strategy along with the search engine landscape or improved the user experience in a meaningful way. The biggest issue of all was the lack of internal linking strategy set from the start which was now seen across the 1,400+ pages.
Sprout Social has been a content marketing powerhouse and drives a great deal of value from the blog, but traffic to that content began to plateau. No matter how much new content was published on the site it was impossible to break through the ceiling.
After doing some research, I realized the issue was that we were using the same SEO strategies that we found successful in 2013. We hadn't evolved our strategy along with the search engine landscape or improved the user experience in a meaningful way. The biggest issue of all was the lack of internal linking strategy set from the start which was now seen across the 1,400+ pages.
Goals
Goals
1
Shift from keyword-driven to topically relevant search.
Organize Sprout's over 1,400 blog posts into a structure based on topic rather than keyword to create a better user experience for users and search engines alike.
1
Shift from keyword-driven to topically relevant search.
Organize Sprout's over 1,400 blog posts into a structure based on topic rather than keyword to create a better user experience for users and search engines alike.
1
Shift from keyword-driven to topically relevant search.
Organize Sprout's over 1,400 blog posts into a structure based on topic rather than keyword to create a better user experience for users and search engines alike.
2
Update the internal linking strategy for scale.
Revisit every internal link in those 1,400 blog posts to create a website hierarchy conducive to crawlers. Update those links in a scalable way.
2
Update the internal linking strategy for scale.
Revisit every internal link in those 1,400 blog posts to create a website hierarchy conducive to crawlers. Update those links in a scalable way.
2
Update the internal linking strategy for scale.
Revisit every internal link in those 1,400 blog posts to create a website hierarchy conducive to crawlers. Update those links in a scalable way.
3
Create new datalayers for topic and post tracking.
The project created an opportunity to add structured data to each page, allowing for topic and page based revenue-reporting.
3
Create new datalayers for topic and post tracking.
The project created an opportunity to add structured data to each page, allowing for topic and page based revenue-reporting.
3
Create new datalayers for topic and post tracking.
The project created an opportunity to add structured data to each page, allowing for topic and page based revenue-reporting.
4
Democratize access to hubs to all content-creating teams.
To ensure each hub included content for visitors at every stage of the buyer's journey, it was critical to facilitate content from all content-creating teams, including Customer and Product.
4
Democratize access to hubs to all content-creating teams.
To ensure each hub included content for visitors at every stage of the buyer's journey, it was critical to facilitate content from all content-creating teams, including Customer and Product.
4
Democratize access to hubs to all content-creating teams.
To ensure each hub included content for visitors at every stage of the buyer's journey, it was critical to facilitate content from all content-creating teams, including Customer and Product.
5
Build a process that brough all content-creating teams together.
As there are several marketing teams with a vested interest in the success of the blog it was critical to build this new process in a way that empowered every team member to collaborate on content hubs or to build their own.
5
Build a process that brough all content-creating teams together.
As there are several marketing teams with a vested interest in the success of the blog it was critical to build this new process in a way that empowered every team member to collaborate on content hubs or to build their own.
5
Build a process that brough all content-creating teams together.
As there are several marketing teams with a vested interest in the success of the blog it was critical to build this new process in a way that empowered every team member to collaborate on content hubs or to build their own.
6
Increase traffic to existing pages by 30%.
Based on internal data we estimated this shift could increase traffic to the impacted pages by as much as 30%.
6
Increase traffic to existing pages by 30%.
Based on internal data we estimated this shift could increase traffic to the impacted pages by as much as 30%.
6
Increase traffic to existing pages by 30%.
Based on internal data we estimated this shift could increase traffic to the impacted pages by as much as 30%.
7
Increase trials from existing pages by 15%.
Trials are one of our most important KPIs for the blog and we knew increasing traffic would increase trials. However, we lowered this goal as there was a notion that increased traffic may come at the cost of traffic quality.
7
Increase trials from existing pages by 15%.
Trials are one of our most important KPIs for the blog and we knew increasing traffic would increase trials. However, we lowered this goal as there was a notion that increased traffic may come at the cost of traffic quality.
7
Increase trials from existing pages by 15%.
Trials are one of our most important KPIs for the blog and we knew increasing traffic would increase trials. However, we lowered this goal as there was a notion that increased traffic may come at the cost of traffic quality.
5
Increase revenue generated from existing pages by 10%.
Similar to above, we lowered our revenue goals to account for what might be an increase in unqualified traffic.
5
Increase revenue generated from existing pages by 10%.
Similar to above, we lowered our revenue goals to account for what might be an increase in unqualified traffic.
5
Increase revenue generated from existing pages by 10%.
Similar to above, we lowered our revenue goals to account for what might be an increase in unqualified traffic.
Blog restructure results
Blog restructure results
Blog restructure results
Blog restructure results
Blog restructure results
Blog restructure results
While I can't speak to specific revenue numbers generated for a public company, the impact on traffic was substantial, growing by over 137%.
While I can't speak to specific revenue numbers generated for a public company, the impact on traffic was substantial, growing by over 137%.
While I can't speak to specific revenue numbers generated for a public company, the impact on traffic was substantial, growing by over 137%.
While I can't speak to specific revenue numbers generated for a public company, the impact on traffic was substantial, growing by over 137%.
While I can't speak to specific revenue numbers generated for a public company, the impact on traffic was substantial, growing by over 137%.
While I can't speak to specific revenue numbers generated for a public company, the impact on traffic was substantial, growing by over 137%.
Blog restructure results
Blog restructure results
Blog restructure results
Blog restructure results
Blog restructure results
Blog restructure results
1
137% increase in traffic, 11x our original goal
1
137% increase in traffic, 11x our original goal
1
137% increase in traffic, 11x our original goal
2
92% more trials from the updated blogs posts.
2
92% more trials from the updated blogs posts.
2
92% more trials from the updated blogs posts.
3
26% increase in visitor engagement rate
3
26% increase in visitor engagement rate
3
26% increase in visitor engagement rate
3
35% increase in leads generated
3
35% increase in leads generated
3
35% increase in leads generated
3
75% increase in demo requests
3
75% increase in demo requests
3
75% increase in demo requests
3
Surpassed original traffic goal by 11x
3
Surpassed original traffic goal by 11x
3
Surpassed original traffic goal by 11x
Conclusion
In the realm of technology, artificial intelligence (AI) and machine learning have emerged as game-changers, particularly in the field of UI/UX design. The integration of these advanced technologies is reshaping how we approach design, offering new possibilities and challenges. This post aims to explore how AI and machine learning are influencing the field of UI/UX, bringing a new dimension to user experiences and interfaces.
