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Killing Giants - How to compete with Big Brands in the SERPS

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In this BrightonSEO talk, Ross divulges how SEO teams at big brands work and how to compete with them on limited time and resource. Hint: Go fast, really fast.

Published in: Marketing
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Killing Giants - How to compete with Big Brands in the SERPS

  1. 1. Ross Tavendale TYPE A MEDIA Killing Giants How to Compete with Big Brands in the SERPs @rtavs https://a.agency/brighton
  2. 2. GrandNational Love the underdog Minnehoma won the grand national in 1994 • Odds: 16/1 • Conditions: Heavy • No track record • £1 Bet
  3. 3. Thespeaker Hi, I’m Ross Ex Publicis Groupe now MD of Type A Media • Boots, TripAdvisor, Etihad Airways • ByeBye, AviosCards, SitesLikeWonga, AsianCam • The secret to Killing Giants is…..
  4. 4. Do the same stuff. But Faster.
  5. 5. Twitter Poll How long does a typical 1000 page technical SEO audit take?
  6. 6. 60% said 1 week 1 hour 1 day 1 week 1 month 0 15 30 45 60
  7. 7. Twitter Poll How long does it take to get things done?
  8. 8. Twitter Quote “In my part of the world, your poll options shouldn't include anything less than 1 month.”
  9. 9. Slowvakia?
  10. 10. Oslow?
  11. 11. Minneslotta?
  12. 12. Glaslow?
  13. 13. Elon Musk Each person within an operation is a vector that exerts energy to achieve a goal.
  14. 14. Elon Musk Everyone has a quantity of both magnitude and direction.
  15. 15. Elon Musk A company’s progress is determined by the sum of all these vectors.
  16. 16. Get your finger out
  17. 17. Install this You'll be surprised how little work you actually do. I work about 240 hours. That means 100 hours of DISTRACTION
  18. 18. Almost immediate
  19. 19. Delete Slack
  20. 20. Achieving perfect technical SEO
  21. 21. Lock it all down How many surprises do you get every month?
  22. 22. Lock it down Watch for changes in basics that make a huge difference SSL/MX/Canonicals
  23. 23. Lock it down Get a running list of all changes made to the site and keep an eye on what is changing Content King
  24. 24. Lock it down Run periodic crawls of the site so you are always working with fresh data. We crawl 3 times a week.
  25. 25. Fix broken stuff. Today.
  26. 26. Hygiene Broken stuff 404s, orphans & pages not in the index • All the URLs that have ever existed • Data dumps to sheets • Finding pages that Google can’t • Fixing it quickly
  27. 27. All the URLs • archive.org • Analytics • Search Console • Majestic pages
  28. 28. Google Sheet Python Script Total time: 1 hour Total Time: 60 seconds https://a.agency/brighton https://a.agency/brighton
  29. 29. Orphans & weak pages •An exercise in internal linking •Might as well do the entire site •Release pockets of power
  30. 30. Internal Linking Map keywords to URLs Page Keyword Page Keyword Page Keyword
  31. 31. Internal Linking Site:domain.com “keyword”
  32. 32. Internal Linking • Screaming Frog • Custom search • List mode • Occurrences = 1
  33. 33. Scale the process •Use scrapebox •Save keyword | URL •Upload URLs as custom search to SF •Process 10 at a time
  34. 34. OR……..
  35. 35. Google Sheet Internal Tool Total time: 4 hours Total Time: 60 seconds https://a.agency/brighton https://a.agency/brighton
  36. 36. Keywords Content gaps What pages do you need and what should they look like? • Pull all relevant marketplace keywords • Categorise effectively • Find high opportunity / low difficulty • Compare against site for GAPs
  37. 37. Ever use Adwords for keyword research?
  38. 38. It’s slow.
  39. 39. Opportunity Analysis
  40. 40. GAPs & Seasonality
  41. 41. Secret Weapon
  42. 42. Topics, URLs & negatives
  43. 43. You get a data dump
  44. 44. Auto tag & refine
  45. 45. Cross reference
  46. 46. a.agency/brighton
  47. 47. Off-page Big Links Only build links with bragging rights attached to them • Linear vs Algorithmic • Flop vs Algorithmic Risk • Smart approach to data journalism • Try stuff…..loads and loads of stuff • More Frameworks • Reactive….works most of the time, all the time
  48. 48. Logarithmic Linear 0 10050 7525
  49. 49. Flop Risk AlgorithmicRisk PBN Guest Posts Regionals Nationals The Wires Blogger Outreach Niche Pubs
  50. 50. Flop Risk AlgorithmicRisk PBN Guest Posts Regionals Nationals The Wires Blogger Outreach Niche Pubs
  51. 51. Links Data Journalism Process of coming up with an interesting data led story • Stop building massive lists • Keep it niche • Don’t make it too hot • Don’t make it too hard to verify • Syndication is your friend • Use initial success to compound
  52. 52. Big Links Get the brand mention. Reclamation.
  53. 53. Too Hot Brexit piece. Analysing BBC data. Conflicting argument. Too hot.
  54. 54. Too Hard to Verify Data too complex? Steaks are too high. Massive story? They research themselves.
  55. 55. Story with good angles The story sells. Fresh angle on pop topics. Easily verifiable.
  56. 56. Ross Tavendale Managing Director of Type A Media Twitter: @rtavs Email: ross@typeamedia.co.uk Resources: a.agency/brighton Thankyou

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