Killing Giants - How to compete with Big Brands in the SERPS
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This document contains notes from a presentation by Ross Tavendale on competing with large brands in search engine results. Some of the key points discussed include doing technical SEO tasks like audits and fixes faster than competitors, focusing link building efforts on high-quality links from relevant sources, and using data journalism to craft interesting stories that can earn brand mentions and links. Tavendale advocates automating repetitive tasks to work more efficiently and focusing on continual improvements, monitoring, and responsiveness to changes.
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Killing Giants - How to compete with Big Brands in the SERPS
- 1. Ross Tavendale TYPE A MEDIA Killing Giants How to Compete with Big Brands in the SERPs @rtavs https://a.agency/brighton
- 2. GrandNational Love the underdog Minnehoma won the grand national in 1994 • Odds: 16/1 • Conditions: Heavy • No track record • £1 Bet
- 3. Thespeaker Hi, I’m Ross Ex Publicis Groupe now MD of Type A Media • Boots, TripAdvisor, Etihad Airways • ByeBye, AviosCards, SitesLikeWonga, AsianCam • The secret to Killing Giants is…..
- 4. Do the same stuff. But Faster.
- 5. Twitter Poll How long does a typical 1000 page technical SEO audit take?
- 6. 60% said 1 week 1 hour 1 day 1 week 1 month 0 15 30 45 60
- 7. Twitter Poll How long does it take to get things done?
- 8. Twitter Quote “In my part of the world, your poll options shouldn't include anything less than 1 month.”
- 9. Slowvakia?
- 10. Oslow?
- 11. Minneslotta?
- 12. Glaslow?
- 13. Elon Musk Each person within an operation is a vector that exerts energy to achieve a goal.
- 14. Elon Musk Everyone has a quantity of both magnitude and direction.
- 15. Elon Musk A company’s progress is determined by the sum of all these vectors.
- 16. Get your finger out
- 17. Install this You'll be surprised how little work you actually do. I work about 240 hours. That means 100 hours of DISTRACTION
- 19. Almost immediate
- 21. Delete Slack
- 23. Lock it all down How many surprises do you get every month?
- 24. Lock it down Watch for changes in basics that make a huge difference SSL/MX/Canonicals
- 25. Lock it down Get a running list of all changes made to the site and keep an eye on what is changing Content King
- 26. Lock it down Run periodic crawls of the site so you are always working with fresh data. We crawl 3 times a week.
- 28. Hygiene Broken stuff 404s, orphans & pages not in the index • All the URLs that have ever existed • Data dumps to sheets • Finding pages that Google can’t • Fixing it quickly
- 29. All the URLs • archive.org • Analytics • Search Console • Majestic pages
- 30. Google Sheet Python Script Total time: 1 hour Total Time: 60 seconds https://a.agency/brighton https://a.agency/brighton
- 31. Orphans & weak pages •An exercise in internal linking •Might as well do the entire site •Release pockets of power
- 32. Internal Linking Map keywords to URLs Page Keyword Page Keyword Page Keyword
- 34. Internal Linking • Screaming Frog • Custom search • List mode • Occurrences = 1
- 35. Scale the process •Use scrapebox •Save keyword | URL •Upload URLs as custom search to SF •Process 10 at a time
- 36. OR……..
- 37. Google Sheet Internal Tool Total time: 4 hours Total Time: 60 seconds https://a.agency/brighton https://a.agency/brighton
- 38. Keywords Content gaps What pages do you need and what should they look like? • Pull all relevant marketplace keywords • Categorise effectively • Find high opportunity / low difficulty • Compare against site for GAPs
- 39. Ever use Adwords for keyword research?
- 40. It’s slow.
- 43. Secret Weapon
- 44. Topics, URLs & negatives
- 45. You get a data dump
- 46. Auto tag & refine
- 47. Cross reference
- 49. Off-page Big Links Only build links with bragging rights attached to them • Linear vs Algorithmic • Flop vs Algorithmic Risk • Smart approach to data journalism • Try stuff…..loads and loads of stuff • More Frameworks • Reactive….works most of the time, all the time
- 51. Flop Risk AlgorithmicRisk PBN Guest Posts Regionals Nationals The Wires Blogger Outreach Niche Pubs
- 52. Flop Risk AlgorithmicRisk PBN Guest Posts Regionals Nationals The Wires Blogger Outreach Niche Pubs
- 53. Links Data Journalism Process of coming up with an interesting data led story • Stop building massive lists • Keep it niche • Don’t make it too hot • Don’t make it too hard to verify • Syndication is your friend • Use initial success to compound
- 54. Big Links Get the brand mention. Reclamation.
- 55. Too Hot Brexit piece. Analysing BBC data. Conflicting argument. Too hot.
- 56. Too Hard to Verify Data too complex? Steaks are too high. Massive story? They research themselves.
- 57. Story with good angles The story sells. Fresh angle on pop topics. Easily verifiable.
- 58. Ross Tavendale Managing Director of Type A Media Twitter: @rtavs Email: ross@typeamedia.co.uk Resources: a.agency/brighton Thankyou