SlideShare a Scribd company logo
How to Take Down
a Server of a Big Media
Website
Too Much SEO
Mikulas Prokop
Freelance SEO Consultant
Blog: www.mikulasprokop.com/blog/
LinkedIn: linkedin.com/in/mikulasprokop/
Twitter: twitter.com/mikulasprokop
Email: sayseo@mikulasprokop.com
Big News Events
Why bother with SEO?
The Ice Hockey World Championships 2015-2017
2015 2016 2017
The Ice Hockey World Championships 2015-2018
+ 1 700 %
2015 2016 2017 2018
The Ice Hockey World Championships 2015-2019
+ 134 %
2015 2016 2017 2018 2019
Doing SEO = doing better content
5thingsyoushouldknow
1. know your time
2. know your topic
3. know your SERP
4. know your assets
5. know your weak spots
Know your time
Traditional SEO
News Events SEO
3 stages
Before
During
After
“User intent & SERP
is changing at every
stage of the event.
Keyword: “presidential election 2019”
Date
Candidates
Preferences
News
AfterDuringBefore
How
Where
Exit Polls
Live results
Results
Maps
Numbers
Start early
● Create the event section and supporting pages at
least half a year before the event
● Create as much content as possible in advance
● Test your content before the main event
Know your topic
Read & learn
Source:Sitebulb
Imagine all the content formats!
● news article
● video article
● interview
● podcast
● static event page
● homepage
● live results
● live commentary
● entities
● infographics
● graphs
● images
● debates
● guides
● results
● glossary
Target every topic
that relates to the event.
Use all the forms and
formats that fit the SERP.
“
Know your SERP
Two years ago,
I barely looked at SERP.
Now, I am looking
there most of the time.
“
Different users want
different types of content.
Repurpose your content
as much as possible.
Target every user/content
preference.
“
When your domain
authority is high enough,
keyword cannibalization
is not an issue.
It’s an opportunity.
“
Mobile SERP looks different
Know your assets
Take the full advantage
of your domains, sub-
domains, and content
that already exists.
“
Internal links are huge!
Cross-domain navigation
Site-wide navigation
Site-wide widgets
Section-wide widgets
Entities
Articles
Know your weak spots
One week after
the event, you don’t
remember a lot of
what you did/saw.
“
Thorough reporting
● Take notes before, during and after the event
● There is always room for improvement
● Don’t just report the data, learn from the data
● What was working the last year, doesn’t have to
work the next
5thingsyoushouldknow
1. know your time
2. know your topic
3. know your SERP
4. know your assets
5. know your weak spots
Award Winning Strategy
Digital PIE
● Digital PIE 2019 (winner)
● Digital PIE 2020 (winner)
European Content Awards
● Media / Publishing Content Campaign of the Year
(winner)
● Pan European Content Campaign of the Year (finalist)
● Content Strategy of the Year (finalist)
● Low Budget Content Campaign of the Year (finalist)
European Search Awards
● Best Low Budget Campaign (finalist)
● Most Innovative Campaign (finalist)
Global Digital Excellence Awards
● Global Organic Content Campaign of
the Year (finalist)
Global Search Awards
● Best Low Budget Campaign (finalist)
● Most Innovative Campaign (finalist)
sayseo@mikulasprokop.com

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News SEO: How to Take Down a Server of a Big Media Website