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My website - https://marketingsyrup.com/
Free SEO Pro Chrome extension - https://marketingsyrup.com/seo-pro-extension/
eCommerce SEO Mastery course - https://marketingsyrup.com/ebook/
Tech SEO Pro course - https://techseo.pro/
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We still live in a world where your boss is more likely to be called Steve, than to be a woman. In the US, 48% of African American women report being mistaken for administrative or custodial staff, whilst in meetings women are interrupted 33 percent more often than men.
Have you ever felt that your opinions and expertise are valued less that your colleagues, that you’re being talked over in meetings, or not invited to give your opinion? Sexism and discrimination has changed from being something blatant and obvious, to more of an undertone of challenge that makes life that little bit harder for certain sectors of the population. Men get more airtime in the boardroom, and women are more likely to get interrupted. It’s not always the unpleasant chauvinist who is being sexist, it can come from other women, or the man that you actually like and respect.
This sort of unconscious bias leaves us experiencing self-doubt which negatively affects our performance, our confidence and chances of promotion. Yet often we can’t put our fingers on why we feel this way, because of its very nature being more discreet.
Cheryl Luzet became fascinated about unconscious bias having experienced it herself running a marketing agency. From people assuming that her male staff member must be the boss, to having her opinions questioned and challenged by male clients – challenges that mysteriously disappear when a man backs them up.
With real examples from agency life, Cheryl highlights the challenges that exist for anyone working in an agency, who doesn’t fit the white, male mould.
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Andrew talks through practical ways to think in probabilities to make better decisions in SEO at BrightonSEO.
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Dive in with this look at Google's title rewrites!
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And all of that will be provided with:
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About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
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This presentation was uploaded with the author’s consent.
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Doctoral Symposium at the 17th IEEE International Conference on Software Test...
GretaMunari - The redemption of content automation
1. The redemption of
content automation: how
to scale unique content
to 4M+ pages
slideshare.net/GretaMunari1
Greta Munari
Senior SEO Manager
Trainline
2. Greta Munari
SEO Manager @ Trainline
5 years at Trainline, 6+ years in SEO
Avid Reader
Boulderer
Cat Lover
Advocate against pineapple pizza
https://www.linkedin.com/in/greta-munari
3. About Trainline
Trainline is the leading
independent rail and coach travel
platform selling rail and coach
tickets to millions of travellers
worldwide. Via our highly rated
website and mobile app, people
can seamlessly search, book
and manage their journeys all in
one place. We bring together
millions of routes, fares and
journey times from more than
270 rail and coach carriers
across 45 countries. We help our
customers find the best value
fares for their journey and smart,
real time travel information on
the go. Our aim is to make rail
and coach travel easier and
more accessible, encouraging
people to make more
environmentally sustainable
travel choices.
i. Based on transactions from
weeks commencing 06/10/2019
to 23/11/2019
ii. iOS rating from UK AppStore as
of 28 August 2022
iii. Trainline’s FY2022 annual
report
iv. Average monthly visits for year
ended 29 February 2020
v. UK Transactions Trainline’s
FY2022 annual report
Trainline is the world’s leading
independent rail and coach travel
platform
We sell tickets on behalf of
more than 270 rail and coach
companies and are adding
more all the time
We sell train and coach tickets
worldwide, helping our
customers travel in and across
45 countries in Europe and the
rest of the world
We sell tickets to people
living in more than 175
countriesi in 14 languages
Our customers can book in
10 currencies and payment
methods include
Apple Pay, PayPal, Google Pay,
SOFORT & iDEAL
We have built Europe’s
leading train and coach
app – with a 4.9/5* ratingii
There are more than
44m cumulative
downloads of our appiii
Our platforms host more
than 90m visits per monthiv
84% of our transactions
are mobilev
Our team numbers
more than 750 people and
more than 50 nationalities,
including 400+ travel tech
specialists and engineers
>160
Train
companies
>110
Coach
companies
4. Did you just say
content
automation?
18 April 2023
Private | Confidential 4
16. 3.
Scale content
creation to
millions of
pages without
spending
millions of ££.
18 April 2023
Private | Confidential 16
How much it would cost to hire freelancers:
4+ million pages
£60 per page
30 minutes per page
=
£258,000,000
2,150,000 hours = 245 years
23. 3.
For each
paragraph create a
list of 7 completely
different ways of
writing it.
We don't use AI: it's
all high-quality
human written
content!
18 April 2023
Private | Confidential 23
We used Data Science to
create conditions within each
paragraph. This
enabled us to dynamically
integrate valuable info making
the content more unique.
26. 18 April 2023
Private | Confidential 26
Paragraph 1, version 1
Paragraph 3, version 3
Paragraph 5, version 5
Paragraph 7, version 7
Paragraph 2, version 2
Paragraph 4, version 4
Paragraph 6, version 6
…then pick different ones!
27. And this is what scaling content looks like!
18 April 2023
Private | Confidential 27
1
2
3
4
5
6
7
28. 18 April 2023
Private | Confidential 28
How many unique content
pieces did we generate?
823,000
in 15 languages
12,345,000
29. Why didn’t we use
AI?
18 April 2023
Private | Confidential 29
30. 3 main reasons
Lack of control over the
process
Error Prone
Humans still do it better
Too many unique
content pieces to create
at scale
Lack of quality of the
content
Right tone of voice.
Target the keywords we
want
18 April 2023
Private | Confidential 30
34. 18 April 2023
Private | Confidential 34
Step 1.
Created a baseline view of
rankings for all
keyword buckets using Botify.
Page
Cluster 1
Cluster 3
Cluster 2
Cluster 4 Cluster 5
Cluster 6
35. 18 April 2023
Private | Confidential 35
Step 2.
Extended the baseline looking
for untapped keywords at scale
using Google Ads API.
Page
Cluster 1
Cluster 3
Cluster 2
Cluster 4 Cluster 5
Cluster 6
36. 18 April 2023
Private | Confidential 36
Per page level:
To understand impact
rankings have on business
metrics (£££):
• Average rank
• Number of keywords the
page ranks for
• Trended GrSales
Step 3.
Per keyword bucket:
To understand impact on
rankings per keyword type
at scale at a more granular
level:
• Trend of average rank
• Trend of CTR
• Clicks
Note:
Launch > Page change picked up and indexed (6-8 weeks) > Minimum 4 weeks to measure to get a clear view and
stabilization = 12 weeks total until we get a clearer read
38. 18 April 2023
Private | Confidential 38
Market Starting
position
Dec '22 Jan '22 Feb '22 Mar '22 Apr '22 May '22 Jun '22 Jul '22 Mar ‘23 AVG
position Δ
IT 6 -1 No change +0.5 -1 -0.5 No
change
-0.5 3.5 3.2 -2.8
FR 7 -0.5 No change -0.5 -1 No
change
-0.5 +0.5 5 4.5 -2.5
ES 6 +1 -0.5 No
change
-0.5 -0.5 No
change
-0.5 5 5 -1
DE 9 +1 -2 -1 -1 No
change
-0.5 -0.5 5 5 -4
EN 6 +1 -0.5 -1 -0.5 -0.5 No
change
No
change
4.5 4 -2
We launched content automation in November '21, and this is what happen to
rankings...
Market Increased no. of keywords
IT +20%
FR +25%
ES +16%
DE +16%
EN +17%
40. It's a marathon,
not a sprint
Rankings were
impacted over
time, and we are
still seeing
improvements
month-after-
month
18 April 2023
Private | Confidential 40
41. 18 April 2023
Private | Confidential 41
It starts with
research
Putting time aside
to do research is
never wasted time.
A solid keyword
research, and
clustering is the
key to a successful
result!
42. Collaboration is
key
Involve the right
experts: make sure
you talk to data
science,
developers,
designers and put
together a common
objective
18 April 2023
Private | Confidential 42
43. 18 April 2023
Private | Confidential 43
Don't think small
Take calculated
risks that end up
paying off!
One of our
company values
is "Think Big" and
it inspired us go
the extra mile for
this project!