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GretaMunari - The redemption of content automation

The document outlines the role of content automation in scaling unique content for Trainline, a leading travel platform that offers extensive rail and coach ticketing services across numerous countries. It details a method for generating high-quality, human-written content at scale, which resulted in over 823,000 unique content pieces created in multiple languages while maintaining control over quality. Results indicate significant improvements in search rankings and keyword coverage after implementing this content strategy.

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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
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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