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The redemption of
content automation: how
to scale unique content
to 4M+ pages
slideshare.net/GretaMunari1
Greta Munari
Senior SEO Manager
Trainline
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
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
Did you just say
content
automation?
18 April 2023
Private | Confidential 4
18 April 2023
Private | Confidential 5
Actual footage of
all SEOs
What is content
automation?
18 April 2023
Private | Confidential 6
18 April 2023
Private | Confidential 7
18 April 2023
Private | Confidential 8
18 April 2023
Private | Confidential 9
18 April 2023
Private | Confidential 10
Spun Version
N.1
Spun version N.2
Spun version N.3
Spun version N.4
Spun version N.5
Original
article
Why has content
automation had such a
bad reputation?
18 April 2023
Private | Confidential 11
18 April 2023
Private | Confidential 12
https://developers.google.com/search/docs/essentials/spam-policies#spammy-automatically-generated-content
Why do we still need it?
18 April 2023
Private | Confidential 13
1.
Add valuable
information that
helps our
customers find
the best
solution for
their needs at
scale.
18 April 2023
Private | Confidential 14
2.
Ensure Google
finds high
quality content
on pages even
when scaled
18 April 2023
Private | Confidential 15
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
18 April 2023
Private | Confidential 17
Another actual footage
of all SEOs
What is content
automation for us?
18 April 2023
Private | Confidential 18
18 April 2023
Private | Confidential 19
Content automation = scaling content
(written by humans!)
1.
Gather the
keyword
clusters
that you want to
improve
rankings for
18 April 2023
Private | Confidential 20
2.
Create the
“targeted piece
of content”
using one
keyword cluster
per paragraph
18 April 2023
Private | Confidential 21
18 April 2023
Private | Confidential 22
Now this is when it gets interesting…
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.
18 April 2023
Private | Confidential 24
18 April 2023
Private | Confidential 25
Aka “ask the devs to do their magic”
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!
And this is what scaling content looks like!
18 April 2023
Private | Confidential 27
1
2
3
4
5
6
7
18 April 2023
Private | Confidential 28
How many unique content
pieces did we generate?
823,000
in 15 languages
12,345,000
Why didn’t we use
AI?
18 April 2023
Private | Confidential 29
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
18 April 2023
Private | Confidential 31
18 April 2023
Private | Confidential 32
… doesn’t mean you can’t get inspired
How did we
measure success?
18 April 2023
Private | Confidential 33
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
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
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
The results
18 April 2023
Private | Confidential 37
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%
Learnings
18 April 2023
Private | Confidential 39
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
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!
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
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!
Thank you
Greta Munari

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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
  • 5. 18 April 2023 Private | Confidential 5 Actual footage of all SEOs
  • 6. What is content automation? 18 April 2023 Private | Confidential 6
  • 7. 18 April 2023 Private | Confidential 7
  • 8. 18 April 2023 Private | Confidential 8
  • 9. 18 April 2023 Private | Confidential 9
  • 10. 18 April 2023 Private | Confidential 10 Spun Version N.1 Spun version N.2 Spun version N.3 Spun version N.4 Spun version N.5 Original article
  • 11. Why has content automation had such a bad reputation? 18 April 2023 Private | Confidential 11
  • 12. 18 April 2023 Private | Confidential 12 https://developers.google.com/search/docs/essentials/spam-policies#spammy-automatically-generated-content
  • 13. Why do we still need it? 18 April 2023 Private | Confidential 13
  • 14. 1. Add valuable information that helps our customers find the best solution for their needs at scale. 18 April 2023 Private | Confidential 14
  • 15. 2. Ensure Google finds high quality content on pages even when scaled 18 April 2023 Private | Confidential 15
  • 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
  • 17. 18 April 2023 Private | Confidential 17 Another actual footage of all SEOs
  • 18. What is content automation for us? 18 April 2023 Private | Confidential 18
  • 19. 18 April 2023 Private | Confidential 19 Content automation = scaling content (written by humans!)
  • 20. 1. Gather the keyword clusters that you want to improve rankings for 18 April 2023 Private | Confidential 20
  • 21. 2. Create the “targeted piece of content” using one keyword cluster per paragraph 18 April 2023 Private | Confidential 21
  • 22. 18 April 2023 Private | Confidential 22 Now this is when it gets interesting…
  • 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.
  • 24. 18 April 2023 Private | Confidential 24
  • 25. 18 April 2023 Private | Confidential 25 Aka “ask the devs to do their magic”
  • 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
  • 31. 18 April 2023 Private | Confidential 31
  • 32. 18 April 2023 Private | Confidential 32 … doesn’t mean you can’t get inspired
  • 33. How did we measure success? 18 April 2023 Private | Confidential 33
  • 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
  • 37. The results 18 April 2023 Private | Confidential 37
  • 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%
  • 39. Learnings 18 April 2023 Private | Confidential 39
  • 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!

Editor's Notes

  1. Quality