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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

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