The document discusses scaling SEO through a product-led approach. It describes how content production and performance analysis can be scaled using templates, natural language generation, and data aggregation/dashboards. Specific strategies discussed include scaling content production through AI-assisted templates reviewed by specialists, and scaling analytics through custom dashboards integrating internal and external data to surface hidden opportunities. The overall message is that many aspects of SEO can be scaled through automation and data-driven approaches while maintaining quality.

1. SEO at Scale
A product-led approach to grow a brand
organically
Nitin Manchanda | botpresso
slideshare.net/nitman
@_nitman

2. #ScaleSEO at #BrightonSEO by @_nitman
I have built
Scalable SEO
Assets for
multiple brands
across different
industries!
& more…

3. #ScaleSEO at #BrightonSEO by @_nitman
You can trust me 🤝

4. #ScaleSEO at #BrightonSEO by @_nitman
A Product-led
Approach to Scale SEO

5. #ScaleSEO at #BrightonSEO by @_nitman
Story #1

6. #ScaleSEO at #BrightonSEO by @_nitman
Content Production
at Scale

7. #ScaleSEO at #BrightonSEO by @_nitman
Landing Pages
200k

8. #ScaleSEO at #BrightonSEO by @_nitman
(Quality) Content
is
Expensive💰

9. #ScaleSEO at #BrightonSEO by @_nitman
Per Content Piece
€80

10. #ScaleSEO at #BrightonSEO by @_nitman
Landing Pages
200k → 1m
The Plan

11. #ScaleSEO at #BrightonSEO by @_nitman
Per Content Piece
€80

12. #ScaleSEO at #BrightonSEO by @_nitman
€80 X 800,000 = €64,000,000
€64m

13. #ScaleSEO at #BrightonSEO by @_nitman
Funding round for “Content”?
€64m

14. #ScaleSEO at #BrightonSEO by @_nitman
That’s exactly how
I reacted after
those calculations
😱

15. #ScaleSEO at #BrightonSEO by @_nitman

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Let’s use
templates?

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Nah! I’m not friends
with duplicate
content

18. #ScaleSEO at #BrightonSEO by @_nitman
Let’s use machines?

19. #ScaleSEO at #BrightonSEO by @_nitman
Nah! Too risky

20. #ScaleSEO at #BrightonSEO by @_nitman
Open Source
NLG Library

21. #ScaleSEO at #BrightonSEO by @_nitman

22. #ScaleSEO at #BrightonSEO by @_nitman
Content Specialist
to control the
quality!

23. #ScaleSEO at #BrightonSEO by @_nitman

24. #ScaleSEO at #BrightonSEO by @_nitman

25. #ScaleSEO at #BrightonSEO by @_nitman
Let’s talk about
KPIs 📊

26. #ScaleSEO at #BrightonSEO by @_nitman
Rankings
Improved

27. #ScaleSEO at #BrightonSEO by @_nitman
Improved Rankings = More Traffic 🔥

28. #ScaleSEO at #BrightonSEO by @_nitman
Organic keyword
cluster expanded!

29. #ScaleSEO at #BrightonSEO by @_nitman
More Keywords = More Traffic 🔥
Organic keyword
cluster expanded!

30. #ScaleSEO at #BrightonSEO by @_nitman

31. #ScaleSEO at #BrightonSEO by @_nitman
More space on SERP = Increase in CTR 🔥

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Story #2

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Performance /
Opportunity Analysis
at Scale

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Impressions
Clicks
Rankings
KW <> URL

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GSC offers much more!
I’m keeping it to these values for
demonstrating the use case

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Bounce Rate
Time on Site
Channel Split
Revenue

40. #ScaleSEO at #BrightonSEO by @_nitman

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KW Search
Volume
Search Trend
KW Difficulty
Position
Tracking

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Inlink Count
Crawled by
gBot?
Word Count
Hreflang Tags

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More Tools = More Data

45. #ScaleSEO at #BrightonSEO by @_nitman
How do we
find “the
hidden
gems” at
Scale?

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Use Data Aggregation
Tools

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Internal Data
Other Tools /
Services

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Create Your Own
Dashboards

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One Place To Get
Answers To All* Your
Questions

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Examples

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Top 10 MoM Winners?

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Top 10 MoM Losers?

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SEO Performance of
Pages w.r.t. their
Internal Quality Score?

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SEO Performance of
the Orphan Pages?

56. #ScaleSEO at #BrightonSEO by @_nitman
What’s the correlation
between Internal
Popularity (inlinks) and
SEO Performance?

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What’s the correlation
between Content Size
and SEO Performance?

58. #ScaleSEO at #BrightonSEO by @_nitman
And More!

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Super Power!

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More Stories?

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What else can be
scaled?

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Internal Linking
at Scale

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Inventory Control
at Scale

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Indexation Strategy
at Scale

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The List Never Ends!

66. #ScaleSEO at #BrightonSEO by @_nitman
The Next Story is on
You!

67. slideshare.net/nitman
@_nitman
Thank you!
Let’s scale SEO 💪
Nitin Manchanda | botpresso