Find out how we helped the biggest online job board in Poland generate more traffic from Google. Content planning driven by machine learning & topical authority in action.

1. Senuto & Pracuj.pl
Webinar
FIND OUT HOW TO GENERATE >100K VISITS WITH 300
ARTICLES

2. New reality in Google
is changing the attitude towards content creation.

3. August 2013 May 2014 October 2015

5. It’s time to stop thinking about the
keywords.
Youneedtostartthinkingaboutthetopics.

6. Context
Intentions
Topics
Semantics
Keywords

7. Focus on the topic, not on the
keywords
Contextual internal linking
Intentions Context
Adjust the content to the intentions –
topical environment is crucial!
Structural data
Comprehensiveness – Google prefers to
refer to complex sources

8. What bike to buy? Romet Bike model X
Intentions

9. Context

10. Diabetes type 2
Diabetes type 1
Diabetes
symptoms
Diabetes
complications
Gestational
diabetes
Diabetes
treatment
Diabetes is a disease of modern
civilization. What do you know about it?
Are you pregnant? Check what
gestational diabetes is!

11. DIABETES – COEXISTING DISEASES
AND COMPLICATIONS
DIABETES – RECOMMEND DIETS
DIABETES TESTS – NORMS
DIABETES – TESTS AND LABORATORY
DIAGNOSIS
DIABETES – USEFUL INFORMATION
DIABETES – TREATMENT ARTICLES DIABETES
MORE
INFORMATION

12. Diabetes type 2 – characteristics, treatment
DIABETES
Preventing diabetes
Types of diabetes
Causes of diabetes

13. Context

14. Does exercise reduce the risk
of diabetes?
Every fourth Pole in their
sixties suffers from diabetes

15. What to substitute sugar with
when suffering from diabetes?
Healthy equalivents
Diabetes in children – how to
teach them living with this
disease
19-year-old suffers from
diabetes but dances great: I
took the disease on the chin

16. HEALTH – see more
Sperm donor fathered 200
children? Scandal in Dutch
clinic
Changes in prices of
medications for post
transplant patients
Skin cancer attacks
younger and younger
people. Simple hacks that
will protect you

17. back then
Topic: Diabetes type
Keywords:
- Diabetes type 2
- Diabetes type 2 symptoms
- Diabetes 2 treatment
What mattered, was focusing on a
general topic. If you want to be on
the top by using these diabetes-
related phrases, write
corresponding articles.
Subjects
Topic: Diabetes type 2
Keywords:
- Diabetes type 2
- Diabetes 2 symptoms
- Diabetes type 2 treatment
- Insulin type 2
- Diabetic
- Insulin resistance
- Pathogenesis of type 2 diabetes
Cover the subject in detail. If you want to be on
the top by using these diabetes-related
phrases, produce as much relevant content
as you can!
now

18. Semantics - word2vec

19. Semantics - word2vec
the quick brown fox jumped over the lazy dog
([the, brown], quick), ([quick, fox], brown), ([brown, jumped], fox), ...
Softmax, the probability of the the word brown being accompanied by
the word fox.

20. Semantics - word2vec

21. Example – content creation
- Child safety seat - YES
- Baby car carrier - NO
- LSI Keywords (safety, driving, The Highway Code)

22. Does it work?

23. Topic: Diabetes
Test group: Medical websites
Number
of resultsAnalysed domains
Average
position
TOP Ratio
50 > 10
zdrowie.dziennik.pl
zdrowie.wp.pl
poradnikzdrowie.pl
portal.abczdrowie.pl
25 700
5 410
54 700
225 000
23,15
20,56
8,52
8,40
25%
30%
75%
76%

24. Number
of resultsAnalysed domains
Average
position
TOP Ratio
50 > 10
bankier.pl
ingbank.pl
mbank.pl
totalmoney.pl
198 000
3 650
25 900
78 100
14,50
21,93
21,07
12,14
51%
27%
27%
55%
Topic: Loans
Test group: Financial services

25. Topical authority works on the domain and subdomain level
Semantic relations among phrases
Context matters
Theory

26. Practice

27. Input Output
Domain
Competition
Set of keywords
We’ve developed a system which mirrors the
concept of topical authority, creating a precise plan
of articles.
Content plan
Semantic relations among keywords
Internal linking
iron, results, blood, pregnancy, morphology,
week, test, increased, norms, levels

28. &

29. Hypothesis

30. We don’t reach
all the users

31. Google Analytics (content grouping, additional dimensions)
Interviews with users
Website questionnaires
Internal data analysis (zarobki.pracuj.pl)
Hypothesis verification

32. I’ve just found a
job
I’ve got a job and
I’m satisfied1 2
I’ve got a job but
I’m not satisfied
Maybe I should
change my job?
I’ve made up my
mind – I’m
changing my job!
I’m looking
for a job
3 4
5 6
6 user groups

33. 3%
22%
5%
24%
1%
45%
State 1: I’ve just found a job
State 2: I’ve got a job and I’m satisfied
State 3: I’ve got a job but I’m not satisfied
State 4: Maybe I should change my job?
State 5: I’m changing my job
State 6: I’m looking for a job

34. user segment not covered
with content
user segment covered
with content
54% 46%

35. Conclusion
We don’t reach all the people 1) who are employed and 2) who consider
changing it.
Solution
We need to plan and create content in porady.pracuj.pl to reach the target
audience.

36. Solution

37. Internal linking
Preparing an internal linking architecture
for the already existing content.
Content writing
Production of content (outsourcing).
Delegating content
creation
At this stage content reports are
analysed and the production of
texts is outsourced.
Content Planning
A content plan is provided by Senuto
according to the topical authority concept.
Project plan

38. Topical authority concept
Based on competitors’ visibility
Report in web and .xls versions
There were over 600 article topics generated by the
tool, 300 of which were outsourced to be written. The
whole process was automatized. It was based on the
analysis of keywords semantics and the competitors’
visibility in Google.
Content Planning
contract, example, page, doc, application,
notice, mutual agreement
Keyword No. of searches Used potential Unused

39. Content
publication
Consulting the
produced content with
experts
Outsourcing
the content writing
Aligning the content with
the brand image
Choosing the content types
Outsourcing and creating content
Proofreading

40. Anchor
Marks what phrase
should be linked
Source
Marks where should the
link come from
Aim
Marks where the link
should lead to
Data
Additional data: position,
visibility, possible jump in
visibility
After the articles were published, we’ve created a plan of internal links architecture. It was based on the indexed
content and the applied position analysis. The system showed where to, where from and which phrases to link. It
also decided which phrase should be linked concerning the algorithm of advantages.
Anchor
Internal linking

41. Numbers
300
articles were written
3
months were needed to
create content
9700
monitored
keywords
600
internal links

42. Results

43. The number of phrases in TOP 10 (9700 monitored):
925 -> 3686
Visibility
Visibility
Position
Position

44. Visibility (estimated traffic from the monitored phrases):
21 363 -> 97 230
Visibility
Visibility
Position
Position

45. Comparing with the competition – after being the leader for
1.5 month

46. Real cost of session in time
0 PLN
1.5 PLN
April
M
ay
June
July
August
Septem
berO
ctober
N
ovem
berD
ecem
berJanuary
FebruaryM
arch
3 PLN
1.86 PLN
6 PLN
5.33
PLN
4.5 PLN
1.10
PLN 0.78
PLN 0.59
PLN
0.47
PLN
0.36
PLN
0.29
PLN
0.26
PLN
0.20
PLN
0.16
PLN
0.15
PLN

47. The best articles
URL Visibility Sum of searches The best keyword Position
Job application
CV clause
Internship
How to write a
notice
Multisport card
Ergonomics
CV in English
OSH regulations

48. 0.15PLN
current price per
session
13.31
average position
7156
keywords in
TOP 50
1336
keywords in TOP 3
(9.7K followed by us)
3626
keywords in
TOP 10
42 620 PLN
cost per month, if we’d
like to buy traffic from
AdWords
97 400
estimated traffic
(from monitored
keywords)
4x
more visibility in
TOP 2 than the
competitor
A few statistics

49. • The concept was proven to be true, examples are numerous.
• The costs borne at the beginning quickly pay off.
• In big companies it’s often a time-consuming process.
• You need to assign space for your own content (in the right context).
• You need to know your target group.
Final conclusions

50. Thank you!
Damian Sałkowski
d.salkowski@senuto.com
Sebastian Mioduszewski
sebastian.mioduszewski@pracuj.pl