Dimitris Drakatos: Publishing Velocity & SEO

Dimitris Drakatos
Dimitris DrakatosSEO & Digital Growth Lead
Publishing velocity &
SEO
Dimitris Drakatos | Peanut App
SLIDESHARE.NET/DIMITRISDRAKATOS
@DIMIDRAKATOS
👋
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
Publishing
velocity + SEO 👌
The big question...
How to succeed starting
from point 0? …
… While your competitors
are killing it?
First
things
first 👉
Now let’s build a plan! 😎
Understand your niche
Step 1
Step 1 It’s super important to fully
understand your niche,
your target personas and
what pain points your
product(s) are solving.
Get to know your
competitors
Step 2
Step 2 Before you even start a
KW research, perform a
competitor research.
Write down all your search
competitors.
💡 Your search competitors may be
different than your industry ones
KW research
Step 3
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. 🔎
Cluster your KWs
Step 4
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.
🤔 But how shall I categorize
the KWs?
Step 4 Category 1 👉 Topic
Clusters
Cluster your KWs per topic
so you can have a pillar
page and the cluster pages
around it.
Step 4 Category 2 👉 Low
hanging 🍍🍉🤔
Here you put KWs with low
KD and a decent search
volume. These should be
your quick wins.
Step 4 Category 3 👉 Brand(ed)
terms
This category will have
fewer KWs and would be
around branded terms like
faqs, reviews etc.
Analyze each KW
Step 5
Step 5 Now that you have all your
KWs it’s time to dig deeper
and analyze each one of
them!
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.
Create SEO briefs
Step 6
Step 6 Next step after your
detailed KWs analysis is
creating an SEO brief for
each KW.
💡 Having a detailed SEO brief for
each KW will save you time!
👍 Help the writer better understand
the approach you want.
👍 Less back and forth once the
draft is ready.
🙌 Your article/page will be fully
optimized.
🤔 Ok what to include in this SEO
brief?
SEO Brief
includes
Target KW Relevant
KWs
Questions
Articles to
link to
internally
The top
competitors
need to outrank
1 2 3
4 5
Build the plan
Step 7
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.
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.
🔢 At the end you should be able to
say, we’ll deliver X articles per
month, Y per quarter & Z this year.
💡 In our case X is >50, Y is >150
and Z is >900.
Find resources
Step 8
What...
resources?
Creating
that much
content
would be
difficult….
Step 8 Find the writers
Either internally or
externally.
Focus on finding good
writers that understand
SEO.
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.
Step 8 Images
Every article or page
comes with 1 or more
images.
Work proactively and have
them ready.
Step 8 Images
A great place make things
run fast is Canva along
with a stock photo
website.
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.
Step 8 Publishing
1 person is super difficult
to handle this amount of
content creation.
Find at least 2 people for
publishing the articles.
Step 8 Sharing
SEO takes time, so
anything that could boost
your pαges’ visibility
(newsletters, social media,
Quora) is helpful.
Ensure proper tracking
Step 9
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.
Shall we
recap?
Recap
1.Niche
2.Know your Search Competitors
3.KW Research
4.KW Clustering
5.KW Analysis
Recap
6. SEO Briefs
7. Content Plan
8. Find Resources
9. Track Everything
Dimitris Drakatos: Publishing Velocity & SEO
Check this out 👌👌👌
We have a simple Google sheet with
all the key info, links and the stage
of each KW. 😎
Ok, but....
All the above may seem cool, but do
they actually work? 🤔
Shall we start?
Organic KWs growth
Organic KWs growth
Organic Entrances
Organic Entrances
From ~200 1st page KWs to ~24,000.
From ~200 monthly organic
entrances to ~785,000.
Dimitris Drakatos: Publishing Velocity & SEO
But how publishing velocity helped?
Closing the gap
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.
Gap Imagine that you create 10
pages targeting 10 KWs.
This will give you a traffic
potential of 40,000 for
example.
Gap Now instead of 10 let’s
create 100.
Automatically you increase
a lot your traffic potential
to 350,000 for example.
Traffic potential = the maximum
traffic you can get if you be the top
result for all the KWs you chase.
You will never be the top result for
all of them, but this is the maximum
number you can get.
Building authority
Autho
rity
Creating topic clusters and
fully covering many topics
will increase your authority
for both Users & Google.
Solid internal linking
Links Having hundreds of related
pages will help you build
internal links.
Will boost your crawlability
and indexability.
Virality
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
Awareness
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.
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.
Recap
By increasing your publishing
velocity you help your SEO.
You increase your traffic potential
while closing the gap with your
search competition.
Recap
It also helps you build authority,
become viral and boost your site’s
& brand awareness.
Internal
links...
Why you mention internal links...
again? 🤔
They are very important in order our
plan - of publishing velocity - to
succeed.
Every time you publish a
page/article you need to add
internal links!
From the new page to the old
(relevant) ones & vice versa.
It’s not that easy as you may think...
...as we are talking about having at
least 80 new pages/articles per
month!
Takeaways time 🙌
Takeaways
1.You can succeed starting from 0.
Takeaways
1.You can succeed starting from 0.
2.Using publishing velocity.
Takeaways
1.You can succeed starting from 0.
2.Using publishing velocity.
3.You need a detailed action plan.
Takeaways
1.You can succeed starting from 0.
2.Using publishing velocity.
3.You need a detailed action plan.
4.Be consistent and patient.
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.
Thank you!
Dimitris Drakatos,
@DimiDrakatos
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Dimitris Drakatos: Publishing Velocity & SEO