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SEO at Scale
A product-led approach to grow a brand
organically
Nitin Manchanda | botpresso
slideshare.net/nitman
@_nitman
#ScaleSEO at #BrightonSEO by @_nitman
I have built
Scalable SEO
Assets for
multiple brands
across different
industries!
& more…
#ScaleSEO at #BrightonSEO by @_nitman
You can trust me 🤝
#ScaleSEO at #BrightonSEO by @_nitman
A Product-led
Approach to Scale SEO
#ScaleSEO at #BrightonSEO by @_nitman
Story #1
#ScaleSEO at #BrightonSEO by @_nitman
Content Production
at Scale
#ScaleSEO at #BrightonSEO by @_nitman
Landing Pages
200k
#ScaleSEO at #BrightonSEO by @_nitman
(Quality) Content
is
Expensive💰
#ScaleSEO at #BrightonSEO by @_nitman
Per Content Piece
€80
#ScaleSEO at #BrightonSEO by @_nitman
Landing Pages
200k → 1m
The Plan
#ScaleSEO at #BrightonSEO by @_nitman
Per Content Piece
€80
#ScaleSEO at #BrightonSEO by @_nitman
€80 X 800,000 = €64,000,000
€64m
#ScaleSEO at #BrightonSEO by @_nitman
Funding round for “Content”?
€64m
#ScaleSEO at #BrightonSEO by @_nitman
That’s exactly how
I reacted after
those calculations
😱
#ScaleSEO at #BrightonSEO by @_nitman
#ScaleSEO at #BrightonSEO by @_nitman
Let’s use
templates?
#ScaleSEO at #BrightonSEO by @_nitman
Nah! I’m not friends
with duplicate
content
#ScaleSEO at #BrightonSEO by @_nitman
Let’s use machines?
#ScaleSEO at #BrightonSEO by @_nitman
Nah! Too risky
#ScaleSEO at #BrightonSEO by @_nitman
Open Source
NLG Library
#ScaleSEO at #BrightonSEO by @_nitman
#ScaleSEO at #BrightonSEO by @_nitman
Content Specialist
to control the
quality!
#ScaleSEO at #BrightonSEO by @_nitman
#ScaleSEO at #BrightonSEO by @_nitman
#ScaleSEO at #BrightonSEO by @_nitman
Let’s talk about
KPIs 📊
#ScaleSEO at #BrightonSEO by @_nitman
Rankings
Improved
#ScaleSEO at #BrightonSEO by @_nitman
Improved Rankings = More Traffic 🔥
#ScaleSEO at #BrightonSEO by @_nitman
Organic keyword
cluster expanded!
#ScaleSEO at #BrightonSEO by @_nitman
More Keywords = More Traffic 🔥
Organic keyword
cluster expanded!
#ScaleSEO at #BrightonSEO by @_nitman
#ScaleSEO at #BrightonSEO by @_nitman
More space on SERP = Increase in CTR 🔥
#ScaleSEO at #BrightonSEO by @_nitman
#ScaleSEO at #BrightonSEO by @_nitman
Story #2
#ScaleSEO at #BrightonSEO by @_nitman
Performance /
Opportunity Analysis
at Scale
#ScaleSEO at #BrightonSEO by @_nitman
#ScaleSEO at #BrightonSEO by @_nitman
Impressions
Clicks
Rankings
KW <> URL
#ScaleSEO at #BrightonSEO by @_nitman
GSC offers much more!
I’m keeping it to these values for
demonstrating the use case
#ScaleSEO at #BrightonSEO by @_nitman
#ScaleSEO at #BrightonSEO by @_nitman
Bounce Rate
Time on Site
Channel Split
Revenue
#ScaleSEO at #BrightonSEO by @_nitman
#ScaleSEO at #BrightonSEO by @_nitman
KW Search
Volume
Search Trend
KW Difficulty
Position
Tracking
#ScaleSEO at #BrightonSEO by @_nitman
#ScaleSEO at #BrightonSEO by @_nitman
Inlink Count
Crawled by
gBot?
Word Count
Hreflang Tags
#ScaleSEO at #BrightonSEO by @_nitman
More Tools = More Data
#ScaleSEO at #BrightonSEO by @_nitman
How do we
find “the
hidden
gems” at
Scale?
#ScaleSEO at #BrightonSEO by @_nitman
Use Data Aggregation
Tools
#ScaleSEO at #BrightonSEO by @_nitman
#ScaleSEO at #BrightonSEO by @_nitman
Internal Data
Other Tools /
Services
#ScaleSEO at #BrightonSEO by @_nitman
Create Your Own
Dashboards
#ScaleSEO at #BrightonSEO by @_nitman
One Place To Get
Answers To All* Your
Questions
#ScaleSEO at #BrightonSEO by @_nitman
Examples
#ScaleSEO at #BrightonSEO by @_nitman
Top 10 MoM Winners?
#ScaleSEO at #BrightonSEO by @_nitman
Top 10 MoM Losers?
#ScaleSEO at #BrightonSEO by @_nitman
SEO Performance of
Pages w.r.t. their
Internal Quality Score?
#ScaleSEO at #BrightonSEO by @_nitman
SEO Performance of
the Orphan Pages?
#ScaleSEO at #BrightonSEO by @_nitman
What’s the correlation
between Internal
Popularity (inlinks) and
SEO Performance?
#ScaleSEO at #BrightonSEO by @_nitman
What’s the correlation
between Content Size
and SEO Performance?
#ScaleSEO at #BrightonSEO by @_nitman
And More!
#ScaleSEO at #BrightonSEO by @_nitman
Super Power!
#ScaleSEO at #BrightonSEO by @_nitman
More Stories?
#ScaleSEO at #BrightonSEO by @_nitman
What else can be
scaled?
#ScaleSEO at #BrightonSEO by @_nitman
Internal Linking
at Scale
#ScaleSEO at #BrightonSEO by @_nitman
Inventory Control
at Scale
#ScaleSEO at #BrightonSEO by @_nitman
Indexation Strategy
at Scale
#ScaleSEO at #BrightonSEO by @_nitman
The List Never Ends!
#ScaleSEO at #BrightonSEO by @_nitman
The Next Story is on
You!
slideshare.net/nitman
@_nitman
Thank you!
Let’s scale SEO 💪
Nitin Manchanda | botpresso

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