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Dimitris Drakatos: Publishing Velocity & SEO

Dimitris Drakatos: Publishing Velocity & SEO

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Dimitris will go through a very interesting topic on how publishing velocity can contribute to SEO.

How you can build a blog and a solid content plan from scratch and using extensive KW research and KW clustering, quick solutions (external & internal writers, stock images website & Canva for editing them) and drive 1,000,000+ organic visits per month in 11 months purely non-branded.

Using publishing velocity (delivering more than 80 articles per month) can close the big gap between your website and your main search competitors that have been doing this for years while at the same time you increase your search potential dramatically.

Dimitris will go through a very interesting topic on how publishing velocity can contribute to SEO.

How you can build a blog and a solid content plan from scratch and using extensive KW research and KW clustering, quick solutions (external & internal writers, stock images website & Canva for editing them) and drive 1,000,000+ organic visits per month in 11 months purely non-branded.

Using publishing velocity (delivering more than 80 articles per month) can close the big gap between your website and your main search competitors that have been doing this for years while at the same time you increase your search potential dramatically.

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Dimitris Drakatos: Publishing Velocity & SEO

  1. 1. Publishing velocity & SEO Dimitris Drakatos | Peanut App SLIDESHARE.NET/DIMITRISDRAKATOS @DIMIDRAKATOS
  2. 2. 👋 Hey I’m Dimitris! Leading all things SEO & ASO at Peanut App MIH SEO 2nd edition co- author Formerly at fintech unicorn Revolut 8+ years of experience across inbound & digital marketing
  3. 3. Publishing velocity + SEO 👌
  4. 4. The big question...
  5. 5. How to succeed starting from point 0? …
  6. 6. … While your competitors are killing it?
  7. 7. First things first 👉
  8. 8. Now let’s build a plan! 😎
  9. 9. Understand your niche Step 1
  10. 10. Step 1 It’s super important to fully understand your niche, your target personas and what pain points your product(s) are solving.
  11. 11. Get to know your competitors Step 2
  12. 12. Step 2 Before you even start a KW research, perform a competitor research. Write down all your search competitors.
  13. 13. 💡 Your search competitors may be different than your industry ones
  14. 14. KW research Step 3
  15. 15. Step 3 It’s time for our classic SEO task - KW research. This should be a combination of searching on your own + spying on your competitors. 🔎
  16. 16. Cluster your KWs Step 4
  17. 17. Step 4 This step is very important. Make sure that you categorize your KWs properly so you’ll have a clear content plan for the next months.
  18. 18. 🤔 But how shall I categorize the KWs?
  19. 19. Step 4 Category 1 👉 Topic Clusters Cluster your KWs per topic so you can have a pillar page and the cluster pages around it.
  20. 20. Step 4 Category 2 👉 Low hanging 🍍🍉🤔 Here you put KWs with low KD and a decent search volume. These should be your quick wins.
  21. 21. Step 4 Category 3 👉 Brand(ed) terms This category will have fewer KWs and would be around branded terms like faqs, reviews etc.
  22. 22. Analyze each KW Step 5
  23. 23. Step 5 Now that you have all your KWs it’s time to dig deeper and analyze each one of them!
  24. 24. Step 5 Analysis means, checking the SERP for each one of it, see the competition and decide what is the best way to approach the KW.
  25. 25. Create SEO briefs Step 6
  26. 26. Step 6 Next step after your detailed KWs analysis is creating an SEO brief for each KW.
  27. 27. 💡 Having a detailed SEO brief for each KW will save you time!
  28. 28. 👍 Help the writer better understand the approach you want.
  29. 29. 👍 Less back and forth once the draft is ready.
  30. 30. 🙌 Your article/page will be fully optimized.
  31. 31. 🤔 Ok what to include in this SEO brief?
  32. 32. SEO Brief includes Target KW Relevant KWs Questions Articles to link to internally The top competitors need to outrank 1 2 3 4 5
  33. 33. Build the plan Step 7
  34. 34. Step 7 Everything is set and your rocket is ready for launch. You have categorized your KWs and now you just need to build the content plan for the next 6 & 12 months.
  35. 35. Step 7 You need to set the number of articles/pages written per month (aka KWs covered per month). Aim to cover a topic cluster with some low hanging fruits.
  36. 36. 🔢 At the end you should be able to say, we’ll deliver X articles per month, Y per quarter & Z this year.
  37. 37. 💡 In our case X is >50, Y is >150 and Z is >900.
  38. 38. Find resources Step 8
  39. 39. What... resources?
  40. 40. Creating that much content would be difficult….
  41. 41. Step 8 Find the writers Either internally or externally. Focus on finding good writers that understand SEO.
  42. 42. Step 8 Assignments Assign a topic cluster to a writer or a group of writers making sure the topic will not be covered by different people.
  43. 43. Step 8 Images Every article or page comes with 1 or more images. Work proactively and have them ready.
  44. 44. Step 8 Images A great place make things run fast is Canva along with a stock photo website.
  45. 45. Step 8 Internal links This is super important. Make sure you have a complete plan of internal linking for each time a post goes live.
  46. 46. Step 8 Publishing 1 person is super difficult to handle this amount of content creation. Find at least 2 people for publishing the articles.
  47. 47. Step 8 Sharing SEO takes time, so anything that could boost your pαges’ visibility (newsletters, social media, Quora) is helpful.
  48. 48. Ensure proper tracking Step 9
  49. 49. Step 9 The last step - but crucial - is to ensure you keep tracking of everything. Use a Google sheet that you can easily share with the whole squad.
  50. 50. Shall we recap?
  51. 51. Recap 1.Niche 2.Know your Search Competitors 3.KW Research 4.KW Clustering 5.KW Analysis
  52. 52. Recap 6. SEO Briefs 7. Content Plan 8. Find Resources 9. Track Everything
  53. 53. Check this out 👌👌👌
  54. 54. We have a simple Google sheet with all the key info, links and the stage of each KW. 😎
  55. 55. Ok, but....
  56. 56. All the above may seem cool, but do they actually work? 🤔
  57. 57. Shall we start?
  58. 58. Organic KWs growth
  59. 59. Organic KWs growth
  60. 60. Organic Entrances
  61. 61. Organic Entrances
  62. 62. From ~200 1st page KWs to ~24,000.
  63. 63. From ~200 monthly organic entrances to ~785,000.
  64. 64. But how publishing velocity helped?
  65. 65. Closing the gap
  66. 66. Gap Your competitors have been investing in SEO for many years. If you don’t speed things up you won’t close this big cap.
  67. 67. Gap Imagine that you create 10 pages targeting 10 KWs. This will give you a traffic potential of 40,000 for example.
  68. 68. Gap Now instead of 10 let’s create 100. Automatically you increase a lot your traffic potential to 350,000 for example.
  69. 69. Traffic potential = the maximum traffic you can get if you be the top result for all the KWs you chase.
  70. 70. You will never be the top result for all of them, but this is the maximum number you can get.
  71. 71. Building authority
  72. 72. Autho rity Creating topic clusters and fully covering many topics will increase your authority for both Users & Google.
  73. 73. Solid internal linking
  74. 74. Links Having hundreds of related pages will help you build internal links. Will boost your crawlability and indexability.
  75. 75. Virality
  76. 76. Virality Creating a lot of content on a monthly basis will help you a) have many things to share on other channels, b) capture even more users’ intent c) make them share your content
  77. 77. Awareness
  78. 78. Aware ness More content, means that a user has a lot to see/read while navigating in your site. Also, if you hit the goal of traffic more & more eyes will land on your site.
  79. 79. Aware ness This will build you awareness and also place you as go-to place for your niche as a lot of people will now consider you as topics expert.
  80. 80. Recap By increasing your publishing velocity you help your SEO. You increase your traffic potential while closing the gap with your search competition.
  81. 81. Recap It also helps you build authority, become viral and boost your site’s & brand awareness.
  82. 82. Internal links...
  83. 83. Why you mention internal links... again? 🤔
  84. 84. They are very important in order our plan - of publishing velocity - to succeed.
  85. 85. Every time you publish a page/article you need to add internal links!
  86. 86. From the new page to the old (relevant) ones & vice versa.
  87. 87. It’s not that easy as you may think...
  88. 88. ...as we are talking about having at least 80 new pages/articles per month!
  89. 89. Takeaways time 🙌
  90. 90. Takeaways 1.You can succeed starting from 0.
  91. 91. Takeaways 1.You can succeed starting from 0. 2.Using publishing velocity.
  92. 92. Takeaways 1.You can succeed starting from 0. 2.Using publishing velocity. 3.You need a detailed action plan.
  93. 93. Takeaways 1.You can succeed starting from 0. 2.Using publishing velocity. 3.You need a detailed action plan. 4.Be consistent and patient.
  94. 94. Takeaways 1.You can succeed starting from 0. 2.Using publishing velocity. 3.You need a detailed action plan. 4.Be consistent and patient. 5.Track everything properly.
  95. 95. Thank you! Dimitris Drakatos, @DimiDrakatos

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