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Data Driven Approach to Scale SEO at BrightonSEO 2023

The document discusses a data-driven approach to SEO implemented by Nitin Manchanda, focusing on how to prepare for surging demand in the travel industry post-COVID. It covers collecting data, identifying trends, and optimizing keyword strategies, resulting in significant increases in organic traffic and revenue. The strategy ultimately led to a successful recovery and growth for a travel brand through improved internal linking and data analysis.

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Data Driven Approach to Scale SEO slideshare.net/nitman @_nitman Nitin Manchanda Founder & Chief SEO Consultant, Botpresso
About Me 📈 Led Global SEO for trivago, Omio, and Flipkart 🌎 International SEO Specialist 📢 SEO Speaker - SMX, BrightonSEO, ISS Barcelona & London 🏢 Proficiency in Enterprise SEO 🤝 Hosting Webinars for Semrush #BrightonSEO 💼 Founder & Chief SEO Consultant at Botpresso
Let’s Go! #BrightonSEO
How not to SEO? #BrightonSEO
How to drive decisions based on data? Collect Data Find Trends Learn Insights Test Deploy #BrightonSEO
How to drive decisions based on data? Collect Data Find Trends Learn Insights Test Deploy #BrightonSEO
How to drive decisions based on data? Collect Data Find Trends Learn Insights Test Deploy #BrightonSEO
How to drive decisions based on data? Collect Data Find Trends Learn Insights Test Deploy #BrightonSEO
How to drive decisions based on data? Collect Data Find Trends Learn Insights Test Deploy #BrightonSEO
How to drive decisions based on data? Collect Data Find Trends Learn Insights Test Deploy #BrightonSEO
Growth In Revenue #BrightonSEO 771% Organic Revenue ⬆
Problem Statement #BrightonSEO
Due to COVID, travel industry had taken a huge setback 📉 #BrightonSEO
How we used data driven approach to prepare, and grew a travel brand “X” 🚀 #BrightonSEO
How COVID had affected the business in travel industry? #BrightonSEO
“X” had suffered due to lack of demand #BrightonSEO
Time to get ready before the demand surges ⌛ #BrightonSEO
The Approach #BrightonSEO
Now let’s break it down Collect Data Find Trends Learn Insights Test Deploy Keyword planner Google Trends Convert the data into several buckets Understand the gap within the intent A/B Test the build based on insights Deploy the optimized version globally #BrightonSEO
Now let’s break it down Collect Data Find Trends Learn Insights Test Deploy Keyword planner Google Trends Convert the data into several buckets Understand the gap within the intent A/B Test the build based on insights Deploy the optimized version globally #BrightonSEO
Identifying keywords and its trends #BrightonSEO
Identifying 20,000 Keywords that generate & forecasting the growth based on historical data Traffic Revenue #BrightonSEO
Now let’s break it down Collect Data Find Trends Learn Insights Test Deploy Keyword planner Google Trends Convert the data into several buckets Understand the gap within the intent A/B Test the build based on insights Deploy the optimized version globally #BrightonSEO
Forecasting #BrightonSEO
Now let’s break it down Collect Data Find Trends Learn Insights Test Deploy Keyword planner Google Trends Convert the data into several buckets Understand the gap within the intent A/B Test the build based on insights Deploy the optimized version globally #BrightonSEO
As per forecasts we knew there will be a multifold increase in demand for Things to do in a {city} Reasons to visit a {city} Book tickets for {experiences} #BrightonSEO
Drawing insights Building 3 types of pages Category Pages Product Pages Blogs Serve the purpose of “things to do in a city” Serve the purpose of “buying tickets for experiences” Serve the purpose of educating potential travellers #BrightonSEO
Drawing insights Building 3 types of pages Category Pages Product Pages Blogs Brings in 📈 & 💸 Brings in 💸 Brings in 📈 #BrightonSEO
Now let’s break it down Collect Data Find Trends Learn Insights Test Deploy Keyword planner Google Trends Convert the data into several buckets Understand the gap within the intent A/B Test the build based on insights Deploy the optimized version globally #BrightonSEO
Over the months we set the foundation for organic growth! #BrightonSEO
However, we were missing, The secret sauce! #BrightonSEO
Internal links #BrightonSEO
Based on the competitor analysis we figured #BrightonSEO
That internal linking was a huge opportunity that we had #BrightonSEO
So how did we merge that data? Demand Analysis Data Supply Data Business Importance Access Logs Crawl Data #BrightonSEO = Win! Forecasting Data
So how did we merge that data? Demand Analysis Data Supply Data Business Importance Access Logs Crawl Data #BrightonSEO = Win! Forecasting Data
So how did we merge that data? Demand Analysis Data Supply Data Business Importance Access Logs Crawl Data #BrightonSEO = Win! Forecasting Data
So how did we merge that data? Demand Analysis Data Supply Data Business Importance Access Logs Crawl Data #BrightonSEO = Win! Forecasting Data
So how did we merge that data? Demand Analysis Data Supply Data Business Importance Access Logs Crawl Data #BrightonSEO = Win! Forecasting Data
So how did we merge that data? Demand Analysis Data Supply Data Business Importance Access Logs Crawl Data #BrightonSEO = Win! Forecasting Data
Internal Linking Algorithm #BrightonSEO
Using an algorithm which allows contextual relationship we found a way to create links at scale #BrightonSEO
There was a correlation between the importance of a page and internal linking parameters #BrightonSEO
Now let’s break it down Collect Data Find Trends Learn Insights Test Deploy Keyword planner Google Trends Convert the data into several buckets Understand the gap within the intent A/B Test the build based on insights Deploy the optimized version globally #BrightonSEO
Internal Linking 2.0 deployed ✔ #BrightonSEO
The positive trend started to kick in 🚀 #BrightonSEO
Crawl Comparison Before After #BrightonSEO Powered by
Crawl Comparison Before After #BrightonSEO Powered by
Crawl Comparison Before After #BrightonSEO Powered by
Before After Crawl Comparison #BrightonSEO Powered by
And.. the demand started to come back 🎉 #BrightonSEO
It was stronger than before! #BrightonSEO
How did we perform? #BrightonSEO
Growth In Traffic #BrightonSEO
Growth In Revenue #BrightonSEO
Performance Numbers 84% 239% 237% 255% 771% 239% 1st Page Rank ⬆ Organic Sessions ⬆ Organic Users ⬆ Organic New Users ⬆ Organic Revenue ⬆ Non Branded Clicks ⬆ #BrightonSEO
To Summarise #BrightonSEO
To Summarise #BrightonSEO ✔ Setup Data Tracking ✔ Collect Data ✔ Find Trends ✔ Learn Insights ✔ Test and Deploy ✔ Measure and Improvise
Thank you! slideshare.net/nitman @_nitman Nitin Manchanda Founder & Chief SEO Consultant, Botpresso