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How to 10x organic search traffic while scaling publishing sustainably - SEMrush meetup Sept 18

My talk at SEMrush meetup at TransferWise HQ - Sept 2018

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How to 10x organic search traffic while scaling publishing sustainably - SEMrush meetup Sept 18

  1. 1. Building a blog: How to 10x organic search traffic while scaling publishing sustainably.
  2. 2. @Pechnet Link to slides seowi.se/semrush-meetup-18
  3. 3. How to Start a Blog That Generates $xxxx a Month
  4. 4. SEO basic: Content & Links https://www.youtube.com/watch?v=l8VnZCcl9J4
  5. 5. A practical guide to winning big links***
  6. 6. *** We do already have plenty links People talk about our product Our PR team promotes our company Our content team creates content that helps our customers who end up linking to it.
  7. 7. More content is often the most effective answer 0 links Wikipedia Produce more content Produce content hardcore Build links first (audit existing content) Produce content first 0 content Ton of content
  8. 8. SEO Basic v2: Produce, Optimise and build links Search Volume CustomersCTR Conversion Rate WhatSEOsDO? Produce more content Optimise existing content Build links Optimise existing content Easy to measure and scale Harder to measure and scale Optimise Existing content
  9. 9. Life of article Month 1 Month 2 Month 3 Month 4 Production Crawl & Index Traffic Customers
  10. 10. Have a long term vision to justify short term expenses ** MNUs is our definition of new TransferWise users
  11. 11. Understand return on investment and CPA over time ** MNUs is our definition of new TransferWise users
  12. 12. 2 years later….. 1 2 8 58k+2K+ 600K+ Custom CMS and suite of research & monitoring tools SEOs Content specialists Search intents covered that account for 13M impressions per month Indexed articles Unique users a month visiting our blog through search alone
  13. 13. Full stack organic growth team SEO Specialists Full Stack Devs Frontend Devs Designers Copywriters Editors Translators Publishers Analysts
  14. 14. Start with an empowered autonomous content team… 1. Analyse customers intents & search data
  15. 15. Don’t overcomplicate content strategies Users Problem ? Search Answer to users problem via content
  16. 16. Craft a bespoke toolset for your team
  17. 17. Talk to customers and colleagues who regularly do
  18. 18. Old dear keyword research: clustering topics is key! Search Data Scrappy old way Fancy scalable future possibly too ambitious for a blog!
  19. 19. Strong methodology to convert tons of keywords into well structured briefs, don’t let writers freestyle!
  20. 20. Bonus: extra but not essential tools to help writers
  21. 21. Start with an empowered autonomous content team… 1. Analyse customers intents & search data 2. Nail publishing operations
  22. 22. Start from a simple process Copywriters Editors Translators Publishers Keyword Data Article
  23. 23. Publishing via CMS doesn’t scale: optimise operations! Time
  24. 24. Constantly refine your publishing process based team size Research & Validation Brief Write Proofread, edit, brand & legal review Publish
  25. 25. It was taking us 2 - 3 months to publish an article from the moment the brief was created to go live on the site. We now reduced it to 1 month. Understand your overall production metrics Publishing Analyst
  26. 26. The Average Handling time (AHT) is normalizing and going down. In average it takes around 15-18 days for each of the production stages. Go deeper in the process to build operational efficiencies Publishing Analyst
  27. 27. Don’t scale further until you master tracking of publishing metrics.
  28. 28. Start with an empowered autonomous content team… 1. Analyse customers intents & search data 2. Nail publishing operations 3. Have tangible north star KPIs to measure sustainability
  29. 29. Indexed Pages Traffic Customers????
  30. 30. Don’t track emotions. Work our tangible metrics relevant to your business. You can’t improve and scale what you can’t measure. New customers Revenue Lead generating events Page scroll % Time on site & articles per visit Returning visitors Quality of content Brand metrics
  31. 31. Define future investment in content based on past performance at topic level.
  32. 32. Topic clustering to inform scaling We define “series” as a cluster of articles of the same topic and analyse performance of the cluster rather than individual articles in order to have significant data. White cell when articles doesn’t exist in that given month Grey cell when articles drives traffic that given month Green cell when articles drives new users in that given month ** MNUs is our definition of new TransferWise users Each row represents an different URL within a given series
  33. 33. Series 1 - Strong base line, good expansion
  34. 34. Series 2 - Started well but broader content doesn’t convert
  35. 35. Series 3 - Didn’t work, we got better but still poor
  36. 36. Series 4 - Works from the very beginning
  37. 37. Articles Series ladderboard, let the most successful cluster of articles wins and receives more budget! ** MNUs is our definition of new TransferWise users
  38. 38. Solid data on production metrics and business KPIs allowed us to confidently scale the investment in the team.
  39. 39. x Current content specialists Q2 2018 x Articles per month with current team members Q2 2018 x Incremental new users we want to add by end of 2020 x Articles we need to publish by mid 2020 in order to reach our new users target x Years that would take us to publish target articles with current team x Content specialists we need to hire to publish target articles by mid 2020 x Articles we can publish per month with x additional team members x Additional content specialists we need to hire by end of Q1 2019 x Additional SEOs we need to hire in order to coordinate x content admins Front load content investment to maximise growth
  40. 40. Start with an empowered autonomous content team… 1. Analyse customers intents & search data 2. Nail publishing operations 3. Have tangible north star KPIs to measure sustainability Leave emotions behind, relax & get obsessed about scaling :)
  41. 41. @Pechnet Link to slides >> seowi.se/semrush-meetup-18 Money without borders TransferWise.com/borderless Join us >> TransferWise.com/jobs Thank you

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