Content strategy for large websites - BrightonSEO Oct'24

When you're dealing with hundreds of thousands of pages, managing content becomes a technical skill. Selecting the topics you'd want to cover, analyzing your existing content, identifying optimization opportunities and scaling up content creation are challenging tasks.

Whether we're talking about a large e-commerce website, a media or a marketplace, options for generating high volumes of content are the same: fill-in-the-gap texts, content spinning, generative AI or a combination of those. All of these have pros and cons and can be used in different situations, but it's not easy to assert which one is the best for your specific case.

In this talk we'll review the most efficient techniques to handle content strategy at scale, and how to make sure your content is always relevant, helpful for users and optimized for search engines.

Transcript

1. Content strategy for large websites Julien Deneuville TURO Speakerdeck.com/diije @julien.deneuville @diije
2. @diije #BrightonSEO SEO since 2011 Global SEO lead @ Turo LinkedIn / X (Twitter) Hello, I’m Julien
3. What is Turo? Turo is the world’s largest car sharing marketplace where you can book any car you want, wherever you want it, from a community of trusted hosts. @diije #BrightonSEO #BrightonSEO @diije
4. When content becomes a technical skill @diije #BrightonSEO
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13. @diije #BrightonSEO What now?
14. @diije #BrightonSEO What do we want?
15. @diije #BrightonSEO A unique piece of content for each page
16. @diije #BrightonSEO A unique and relevant piece of content for each page
17. @diije #BrightonSEO Only unique, relevant and useful pages
18. @diije #BrightonSEO How?
19. What is relevant for my business? @diije #BrightonSEO
20. How can I improve my website’s overall quality? @diije #BrightonSEO
21. Can I fine-tune my content even more? @diije #BrightonSEO
22. Phase 1: clean up @diije #BrightonSEO
23. @diije #BrightonSEO Non indexed pages
24. @diije #BrightonSEO Inactive pages
25. @diije #BrightonSEO Thin content
26. @diije #BrightonSEO SEO optimization
27. @diije #BrightonSEO Business metrics
28. @diije #BrightonSEO Remember to remove links to pruned pages!
29. Phase 2: create new content @diije #BrightonSEO
30. Content Strategy @diije #BrightonSEO
31. Prioritize @diije #BrightonSEO Top pages Mid-tail Long-tail Tailored Automated
32. Get to work! @diije #BrightonSEO
33. How to get that many pieces of content? @diije #BrightonSEO
34. Fill in the blanks _____ is a private limited company, incorporated on __/__/____. It's registered under number _____ and still active today. It specialises in _____ and has __ employees. @diije #BrightonSEO
35. Content spinning The {girl|boy} wears a red {jacket|hat}. @diije #BrightonSEO
36. @diije #BrightonSEO Generative AI
37. Confidential 37 @diije #BrightonSEO Google & AI “Our focus on the quality of content, rather than how content is produced, is a useful guide that has helped us deliver reliable, high quality results to users for years.” https://dii.je/googleai
38. Set clear expectations @diije #BrightonSEO
39. Define guidelines @diije #BrightonSEO
40. Create a workflow @diije #BrightonSEO
41. Optimize for the right keywords @diije #BrightonSEO
42. @diije #BrightonSEO Automate your QA checks
43. @diije #BrightonSEO Blacklist Forbidden words Competitors …
44. @diije #BrightonSEO Duplication
45. @diije #BrightonSEO Fact checking Use AI and search results to detect claims in content and fact-check them. https://github.com/StromFLIX/factuality
46. Phase 3: measure and improve @diije #BrightonSEO
47. @diije #BrightonSEO We improve only what we measure
48. Tracking & reporting Rankings Traffic Conversion Engagement @diije #BrightonSEO
49. Plan for maintenance @diije #BrightonSEO
50. Content Management Headless CMS WYSIWYG Bulk mode @diije #BrightonSEO
51. Iterate @diije #BrightonSEO
52. Wrapping up @diije #BrightonSEO
53. Get rid of garbage pages Prioritize Make use of AI, the right way Track performance @diije #BrightonSEO In a nutshell
54. Thank you Thank you! @diije #BrightonSEO