Josh Mendelowitz Brighton SEO - July 23 2021

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Josh Mendelowitz

These slides illustrate a case study of how we grew Refinitiv.com from a brand new domain into a digital powerhouse.

Marketing

2
Ultimate SEO Challenge
“Launch a new domain at a
global scale and hit record
growth in SEO performance”

Refinitiv.com
SEO Growth
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Millions
of
Backlinks
Thousands
of
Referring
Domains
Referring Domains Backlinks
71 AS 79 DA 80 DR
2020 vs 2019
75% Growth in Clicks
52% Growth in Leads
36% Growth in Sales

Strong
Foundation
How We Did It
Grow
Content
Enable
Links
5

Future-Proof
Strategy
Technically
Sound
Wide
Support
Practical Tactical Tip!
Use subfolders
across CMS &
local language.
Except in China
Support Dev Portal Blog Careers Local sites
Training
Strong Setup

Practice
Patience
All in the
Details
Persistence
is Key
Practical Tactical Tip!
Shout about
early wins. And
validate with
DNS in GSC.
Focused Implementation

Embed &
Empower
Elevate &
Educate
Entrust &
Enforce
Practical Tactical Tip!
Internally, “SEO
is Changing…”
even if it’s not.
SEO Transformation

Discover
KW Gaps
SEO Deep
Dives
Deliver SEO
Strategy
Practical Tactical Tip!
Don’t Go Too
Shallow on IA.
And Don’t Go
Too Deep.
Target New Keywords

Deliver
Dynamically
Expand
Content
Localise In
Key Markets
Practical Tactical Tips!
Data Viz Wins!
Load with SSR!
HREFLANG!
Use New Content Types

Site-Wide
Links Work
Coordinate
Link Influx
Quantity &
Quality
Practical Tactical Tips!
Use legal
requirements to
your advantage.
Leverage Partners & Owned Assets

Right Links
in Outreach
Establish
Expertise
Align to PR/
Campaigns
Practical Tactical Tips!
Befriend PR!
Share data or
grab lunch to
earn trust!
Sync with PR & Campaigns

Useful Data
Tools
Top 100
Lists
Linking Made
Clear & Easy
Practical Tactical Tips!
Rotate features
to drive
constant links.
Dedicated Link Pieces

Refinitiv.com, 79 Londonstockexchange.com, 77
Ftserussell.com, 66
LSEG.com, 61
LCH.com, 52
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1. Growing a Brand New Domain at a Global Scale Josh Mendelowitz | London Stock Exchange Group @JOSHMDIGITAL

2. 2 Ultimate SEO Challenge “Launch a new domain at a global scale and hit record growth in SEO performance”

3. 3 3 Year Transformation January 2018 October 2018 July 2019 February 2021 Thomson Reuters & Blackstone agree to deal Refinitiv officially launches as new global brand London Stock Exchange Group to buy Refinitiv The new LSEG is born Refinitiv.com Launch

4. Refinitiv.com SEO Growth 4 0 2 4 6 8 10 12 14 0 2 4 6 8 10 12 14 16 10/1/2018 11/1/2018 12/1/2018 1/1/2019 2/1/2019 3/1/2019 4/1/2019 5/1/2019 6/1/2019 7/1/2019 8/1/2019 9/1/2019 10/1/2019 11/1/2019 12/1/2019 1/1/2020 2/1/2020 3/1/2020 4/1/2020 5/1/2020 6/1/2020 7/1/2020 8/1/2020 9/1/2020 10/1/2020 11/1/2020 12/1/2020 1/1/2021 2/1/2021 3/1/2021 4/1/2021 5/1/2021 6/1/2021 Millions of Backlinks Thousands of Referring Domains Referring Domains Backlinks 71 AS 79 DA 80 DR 2020 vs 2019 75% Growth in Clicks 52% Growth in Leads 36% Growth in Sales

5. Strong Foundation How We Did It Grow Content Enable Links 5

6. 6 Strong Foundation

7. Future-Proof Strategy Technically Sound Wide Support Practical Tactical Tip! Use subfolders across CMS & local language. Except in China Support Dev Portal Blog Careers Local sites Training Strong Setup

8. Practice Patience All in the Details Persistence is Key Practical Tactical Tip! Shout about early wins. And validate with DNS in GSC. Focused Implementation

9. Embed & Empower Elevate & Educate Entrust & Enforce Practical Tactical Tip! Internally, “SEO is Changing…” even if it’s not. SEO Transformation

10. 10 Grow Content

11. Discover KW Gaps SEO Deep Dives Deliver SEO Strategy Practical Tactical Tip! Don’t Go Too Shallow on IA. And Don’t Go Too Deep. Target New Keywords

12. Deliver Dynamically Expand Content Localise In Key Markets Practical Tactical Tips! Data Viz Wins! Load with SSR! HREFLANG! Use New Content Types

13. In-House Training Simple Checklists Internal Competition Practical Tactical Tips! Brand custom in-house tools to drive adoption. Find New Ways Of Working

14. 14 Enable Links

15. Site-Wide Links Work Coordinate Link Influx Quantity & Quality Practical Tactical Tips! Use legal requirements to your advantage. Leverage Partners & Owned Assets

16. Right Links in Outreach Establish Expertise Align to PR/ Campaigns Practical Tactical Tips! Befriend PR! Share data or grab lunch to earn trust! Sync with PR & Campaigns

17. Useful Data Tools Top 100 Lists Linking Made Clear & Easy Practical Tactical Tips! Rotate features to drive constant links. Dedicated Link Pieces

18. 18 Looking Ahead

19. Refinitiv.com, 79 Londonstockexchange.com, 77 Ftserussell.com, 66 LSEG.com, 61 LCH.com, 52 0 10 20 30 40 50 60 70 80 90 100 DA Growing Further With LSEG

20. 20 Thank You

Josh Mendelowitz Brighton SEO - July 23 2021

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Josh Mendelowitz Brighton SEO - July 23 2021